Unit 2: Marketing Processes and Planning
Authorised Assignment Brief 1
Student Name/ID
Number
Unit Number and Unit 2: Marketing Processes and Planning
Title
Academic Year 2024 - 2025
Unit Tutor Zain Hassan
Assignment Title The Marketing Concept
Issue Date 23rd September 2024
Submission Date 5th January 2025
Submission Format
The assignment submission is in the form of:
● a 15-minute presentation developed by using Microsoft PowerPoint also supported by notes
for each of the slides. The assignment is to be submitted in PPT along with the notes.
Students also need to submit the transcript for the slides as a Word document using
1.5 line spacing and appropriately titled and labelled.
● The wordcount limit for the transcript is 1500-2000 words.
Unit Learning Outcomes
LO1 Explain the role of marketing and how it interrelates with other business units of an
organisation
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Transferable skills and competences developed
● Articulating and effectively explaining information
● Communication and listening, including the ability to produce clear, structured business
communications in a variety of media
● Able to communicate effectively (verbal, non-verbal, written, digital) and be flexible in
communication style
● Conceptual and critical thinking, analysis, synthesis and evaluation
Vocational scenario
Organisation
A supermarket* that opened its first store in the Netherlands 30 years ago with only 15
employees and around 600 products has grown considerably since then. It has expanded
rapidly into a supermarket chain that now has a total of 4,200 supermarket stores across
Europe. Since 2000, the business has developed an impressive presence in the UK and is
one of the main ‘value’ food supermarkets in the UK, with a branch network stretching to
800 stores. The UK holding company reported revenues totalling £4 billion and it has an
objective of increasing to 1,100 UK stores by 2025, on revenues of £6.5 billion.
The business has a zero-waste policy and two-thirds of its products are UK sourced. Its
business model centres on offering high-quality continental style products, combined with a
no-frills ‘pass-the-savings-onto-the-customer’ approach that includes, among other things,
allowing customers to pick products in-store directly from their original delivery cartons.
Role
You are a junior marketing analyst working in the marketing department. Your role
encompasses new product development, from initial research through to test trials in
selected stores prior to full roll-out. Your duties include:
● gathering information on competitors to conduct analysis on their sales, prices and
methods of distribution and marketing to thoroughly learn about the competition
● conducting research on marketing strategies and evaluating results of previous
campaigns
● tracking and forecasting trends in sales and marketing, producing reports on the results
for management, to inform their decision-making
● collecting and analysing data on customer preferences, demographics, buying habits
and needs, to better identify market potential and the factors that influence product
demand and customer opinions.
You report to a regional marketing manager who, in turn, is line managed by the marketing
director.
*Select an appropriate supermarket that meets local needs.
Assignment activity and guidance
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Presentation Submission
You have been approached by the British Retail Consortium, which has invited you to be
part of a panel aimed at introducing its younger audience to marketing as an exciting
career pathway. As part of the presentation, you have been provided by the opportunity to
submit the information through presentation and asked to discuss and analyse the concept
and role of marketing in the 21st century, detailing different career roles and
responsibilities and the competencies required to succeed. This is to be contextualized in
terms of how the marketing function works and interacts with other departments in the
supermarket and how it supports the wider organizational context in terms of vision,
mission, and purpose. You should provide criticalreflection on, and insight into, the internal
and external factors that influence your role.
Recommended resources
Please note that the resources listed are examples for you to use as a starting point
in your research – the list is not definitive.
Websites
www.cim.co.uk Chartered Institute of Marketing
(General reference)
www.marketingdonut.co.uk Marketing Donut
“Marketing blog”
(General reference)
www.marketingteacher.com Marketing Teacher
(General reference)
www.marketingweek.com Marketing Week
(General reference)
www.wordstream.com WordStream
“How to do a webinar your audience will love”
(Article)
Textbooks
Groucutt, J. and Hopkins, C. (2017) Marketing (Macmillan Business Briefing). 2nd Ed. London:
Palgrave Macmillan.
Jobber, D. and Ellis-Chadwick, F. (2023) Principles and Practice of Marketing. 10th Ed.
Maidenhead: McGraw-Hill Education.
HN Global
Reading Lists. Available at: https://hnglobal.highernationals.com/learning-zone/reading-lists
Student Resource Library. Available at:
https://hnglobal.highernationals.com/subjects/resource-libraries
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Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
Authorised Assignment Brief 2
Student Name/ID
Number
Unit Number and Unit 2: Marketing Processes and Planning
Title
Academic Year 2024 - 2025
Unit Tutor Zain Hassan
Assignment Title Process Benchmarking
Issue Date 23rd September 2024
Submission Date 5th January 2025
Submission Format
The assignment submission is in the form of:
● a briefing paper that can be presented in a format of your choice. The briefing paper
must be clear and concise, stating what the problem/issue is and including a summary of
analysis and recommendations. The recommended word limit for the briefing paper is
1,000–1,500 words, although you will not be penalised for going under or exceeding the
total word limit.
All your work must be supported with research and referenced correctly using the Harvard
referencing system (or an alternative referencing system). You also need to provide a
bibliography using the Harvard referencing system (or an alternative referencing system).
Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly.
Unit Learning Outcomes
LO2 Compare ways in which organisations use elements of the marketing mix to achieve
overall business objectives
Transferable skills and competences developed
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● Use market research effectively to deliver marketing outcomes efficiently, for example to
analyse data, produce reports and deliver copy
● Produce a wide range of creative and effective communications and give confident
presentations
● Assimilate and analyse data and information from a range of sources to support
marketing activities
● Ability to analyse and evaluate a range of business data
● Commercial acumen based on an awareness of the key drivers for business success
Vocational scenario
One of your key roles as a junior marketing analyst at the supermarket company* is to
gather information on competitors to conduct analysis on their sales, prices and methods of
distribution and marketing to thoroughly learn about the competition. By conducting
benchmarking analysis your organisation can identify where changes could be made to
improve performance.
The supermarket company is keen to explore new and distinctive market segments where
there is potential for rapid growth, and as part of this you are planning the launch of a new
‘luxurious’ line of food products. The marketing challenge is to reach out to existing and new
customer segments, avoid product ‘cannibalisation’ (reducing sales of its other products)
and ensure that existing and similar product lines are not consequentially perceived as
being of lesser quality.
*As selected for Authorised Assignment Brief 1 (AAB1) to meet local needs.
Assignment activity and guidance
Benchmarking analysis
You have been asked to carry out a benchmarking analysis that will help inform and create a
compelling proposition for the new food line in the minds of customers. You and your
manager have been discussing this and have decided that there would be value gained by
critically evaluating marketing mix strategies across different non-food businesses that offer
branded ‘luxury’ products and product lines by comparing the extended marketing mix for
two selected ‘luxury’ non-food products/product lines. This will provide creative insight into
how you develop and launch your own product. Your manager has referred to this as
‘process benchmarking’.
Briefing paper
On completion of the benchmarking analysis, you are required to prepare your findings as a
briefing paper for the senior management team. The briefing paper evaluates the marketing
strategies and tactical approaches adopted by each business and how they contribute to the
organisation’s success in meeting its overall business objectives. This will inform conclusions
and a set of justified recommendations on what your company can learn and deploy as it
plans out its marketing strategy for the new ‘luxurious’ product line.
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Recommended resources
Please note that the resources listed are examples for you to use as a starting point
in your research – the list is not definitive.
Websites
https://blog.hubspot.com HubSpot
“How to develop a successful marketing mix
strategy [+ templates]”
(Article)
https://blog.hubspot.com HubSpot
“The ultimate guide to marketing strategies &
how to improve your digital presence”
(Article)
www.liveabout.com Live About
“The elements of a marketing mix and how to
use them effectively”
(Article)
www.mindtools.com MindTools
“The marketing mix and the 4Ps of marketing:
Understanding how to position your market
offering”
(Article)
www.smartinsights.com Smart Insights
“Marketing strategy vs tactics – why the
difference matters”
(Article)
www.yourdictionary.com Your Dictionary
“Tips for writing a briefing document”
(Article)
Textbooks
Jobber, D. and Ellis-Chadwick, F. (2023) Principles and Practice of Marketing. 10th Ed.
Maidenhead: McGraw-Hill Education.
Kotler, P., Armstrong, G. and Balasubramanian, S. (2023) Principles of Marketing. 19th Ed.
London: Pearson.
HN Global
Reading Lists. Available at: https://hnglobal.highernationals.com/learning-zone/reading-lists
Student Resource Library. Available at:
https://hnglobal.highernationals.com/subjects/resource-libraries
Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
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Authorised Assignment Briefs – Issue 1 – July 2024 © Pearson Education Limited 2024
Authorised Assignment Brief 3
Student Name/ID
Number
Unit Number and Unit 2: Marketing Processes and Planning
Title
Academic Year 2024 - 2025
Unit Tutor Zain Hassan
Assignment Title Marketing Planning
Issue Date 23rd September 2024
Submission Date 5th January 2025
Submission Format
The assignment submission is in the form of:
● a marketing plan that addresses the set brief. This should be written in a structured
format, including headings and subheadings and using business language. A
bibliography should be provided using the Harvard referencing system (or an alternative
system). Inaccurate use of referencing may lead to issues of plagiarism if not applied
correctly. The recommended word limit is 1,000–1,500 words, although you will not be
penalised for exceeding the total word limit
● a detailed media plan that is fully integrated into the overall marketing plan.
Unit Learning Outcomes
LO3 Produce a marketing plan for an organisation that meets marketing objectives
LO4 Develop a media plan to support a marketing campaign for an organisation
Transferable skills and competences developed
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● Able to plan and deliver tactical campaigns against SMART (specific, measurable,
achievable, realistic, time-bound) objectives
● Able to translate business strategy into actionable plans
● Able to evaluate the effectiveness of marketing campaigns by choosing the appropriate
digital and offline data sources
● Be creative, innovative and enterprising when seeking solutions to business needs
● Understand development of sales and marketing plans, setting targets and monitoring
performance
● Understand operational management approaches and models, including creating plans
to deliver objectives and setting key performance indicators (KPIs)
● Able to input into strategic planning and create plans in line with organisational
objectives
● Market research skills for evidence-based decision-making
Vocational scenario
In your role as a junior marketing analyst at the supermarket chain* you have been working
hard on preparing the roll-out for the new ‘luxurious’ range of own-branded food products.
This product line will be positioned in a distinctive and inviting way that combines luxury,
superior taste and value. Equally, the product line must sit comfortably with other regular
and similar food products.
Marketing and media plans
You now need to develop a compelling and creative marketing plan for the new product line.
It must clearly articulate a bold marketing strategy and include tactical actions that are
clearly aligned to the overall organisational objectives. Your marketing plan also needs to
incorporate a media plan as part of the overall marketing campaign.
*As selected for Authorised Assignment Brief 1 (AAB1) to meet local needs.
Assignment activity and guidance
In producing the marketing plan, you will need to address the following areas:
● how the strategic marketing plan links with the overall organisational mission, corporate
strategy and objectives
● market research to support the new product line launch
● clear and SMART marketing objectives
● a situational analysis, including:
o marketing audit, making use of appropriate analytical tools including SWOT, PESTLE
and 5C (company, collaborators, customers, competitors and context/climate)
analysis
o a competitor analysis including the market segments and subsegments covered
o articulation of the new product value proposition in the eyes of the customer.
● development of the marketing strategies applied to the extended marketing mix
● setting an overall marketing budget, including allocation of planned spend
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● tactical actions, such as identifying appropriate control and monitoring measures to
ensure achievement of objectives, including metrics to measure success such as return
on investment (ROI) and mechanisms for capturing customer lifetime value (CLV)
● a comprehensive media plan that supports the planned marketing campaign, including:
o a media budget
o justified recommendations and rationale for selected and integrated multimedia
activities within the set budget that meet the marketing objectives
o a choice of appropriate digital, offline and social media channels for communication.
Recommended resources
Please note that the resources listed are examples for you to use as a starting point
in your research – the list is not definitive.
Websites
https://get2growth.com Get2Growth
“2023 marketing plan example: Starbucks
marketing plan”
(Article)
https://blog.hubspot.com HubSpot
“Media planning: The ultimate guide”
(Article)
www.marketingevolution.com Marketing Evolution
“Media planning: A complete guide for
marketers”
(Article)
www.marketingweek.com Marketing Week
“Planning for marketing planning: 14 steps to an
effective presentation”
(Article)
www.teamgantt.com Team Gannt
“Strategic marketing plan template & examples”
(Resources)
Textbooks
McDonald, M. and Wilson, H. (2016) Marketing Plans: How to Prepare Them, How to Profit from
Them. 8th Ed. Chichester: John Wiley and Sons.
HN Global
Reading Lists. Available at: https://hnglobal.highernationals.com/learning-zone/reading-lists
Student Resource Library. Available at:
https://hnglobal.highernationals.com/subjects/resource-libraries
Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
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Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Explain the role of marketing and how it interrelates
with other business units of an organisation
P1 Explain the concept of M1 Analyse the role of D1 Critically analyse the
marketing and marketing marketing in the context of the external and internal
operations, including the marketing environment. environment in which the
different areas and role of M2 Analyse the significance of marketing function operates.
marketing. interrelationships between
P2 Explain how the marketing and other functional
marketing function relates units of an organisation.
to the wider organisational
context.
LO2 Compare ways in which organisations use elements of
the marketing mix to achieve overall business objectives
P3 Compare the ways in M3 Review strategies and D2 Evaluate strategies and
which different tactical approaches applied by tactical approaches to the
organisations apply the organisations to demonstrate marketing mix in achieving
marketing mix to the how business objectives can be overall business objectives.
marketing planning achieved successfully.
process to achieve
business objectives.
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Pass Merit Distinction
LO3 Produce a marketing plan for an organisation that
meets marketing objectives
P4 Develop a marketing M4 Produce a detailed tactical D3 Produce a strategic
plan that includes key marketing plan that integrates marketing plan for an
elements of marketing the extended marketing mix to organisation that measures
planning for an achieve marketing objectives. achievement of marketing
organisation to achieve objectives within key
marketing objectives. performance metrics.
LO4 Develop a media plan to support a marketing
campaign for an organisation
P5 Produce a media plan M5 Devise an integrated D4 Provide a justified
that includes multimedia plan, selecting integrated multimedia plan
recommendations and appropriate digital, offline and based on quantitative and
rationale for selected social media channels for qualitative criteria.
media activities that meet communication.
the budgetary
requirements and
objectives of a marketing
campaign brief.
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