| Submission Format: |
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This submission should include the following documents: LO1 A Power Point with Speaker Notes (as a combined PDF) with LO2, LO3 & LO4- a report that includes a marketing plan and a media plan in the format of a press release. All work must be supported by research and referenced using the Harvard referencing system (or an alternative system). You will need to provide a bibliography using the Harvard referencing system (or an alternative system). In accurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit is 3,000-3,500 words, although you will not be penalized for going under or exceeding the total word limit. |
| Unit Learning Outcomes: |
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LO1 Explain the role of marketing and how it interrelates with other business units of an organization. LO2 Compare ways in which organizations use elements of the marketing mix to achieve over all business objectives. LO3 Produce a marketing plan for an organization that meets marketing objectives LO4 Develop a media plan to support a marketing campaign for an organization. |
| Transferable skills and competencies developed: |
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| Vocational Scenario: |
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Costa Coffee operates across the UK and internationally, with outlets in high streets, shopping centers, petrol stations, and airports. It promotes products such as handcrafted coffees, teas, cold brews, snacks, and seasonal limited-edition drinks. The company has also embraced digitalisation, with a popular Costa Club loyalty app, delivery partnerships (e.g., Uber Eats, Deliveroo), and automated Costa Express machines. Marketing initiatives have previously included: Seasonal campaigns (e.g., Christmas cups, limited edition drinks), Sponsorships and partnerships (e.g., sports events, community initiatives), CSR activities (e.g., sustainability drive, reusable cup discounts, support for recycling), Digital and social media promotions targeting younger audiences.
ROLE: You have been appointed as a Junior Marketing Assistant at Costa Coffee, one of the UK’s largest coffee house chains with international presence. As part of your role, you must create a comprehensive marketing and media plan that supports Costa Coffee’s growth objectives, enhances brand loyalty, and responds to evolving consumer preferences such as health-conscious choices, sustainability, and digital engagement.
You should review the effectiveness of existing marketing strategies (such as loyalty schemes, seasonal promotions, digital campaigns, and in-store experiences) and recommend new marketing methods, services, and digital innovations for relevant market segments and demographics. With competition increasing from both independent coffee shops and global chains (e.g., Starbucks, Caffè Nero, Pret A Manger), Costa Coffee is seeking innovative ideas to strengthen its position in the 21st century retail and hospitality sector.
You have been allocated annual marketing budget of £50,000. Therefore, financial considerations should be made in your marketing and media plan (in the form of a press release), including realistic timelines and campaign scheduling.
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Assignment Activity and guidance:
You should critically anlayse the external and internal environment in which the marketing function operates by explaining and analyzing the marketing role, concepts and operations in the context of the marketing department and the significance of interrelationships between marketing and other functional units within Costa coffee.
You should evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives by comparing the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives and reviewing strategies and tactical approaches applied by Costa Coffee to demonstrate how business objectives can be achieved successfully.
You are to produce and develop a strategic marketing plan for Costa Coffee that measures achievement of marketing objectives within key performance metrics that include key elements of marketing planning that integrates the extended marketing mix for Costa Coffee to achieve marketing objectives.
Produce and devise a justified integrated multimedia plan based on quantitative and qualitative criteria that includes recommendations and rationale for selecting appropriate digital, offline and social media channels for communication that meet budgetary requirements and objectives for a marketing campaign brief for Costa Coffee.
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 |
D1 Critically analyse the external and internal environment in which the marketing function operates. |
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P1 Explain the concept of marketing and marketing operations including the different areas and role of marketing. P2 Explain how the marketing function relates to the wider organisational context. |
M1 Analyse the role of marketing in the context of the marketing environment. M2 Analyse the significance of interrelationships between marketing and other functional units of an organisation. |
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| LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives |
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives. |
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| P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives. | M3 Review strategies and tactical approaches applied by organizations to demonstrate how business objectives can be achieved successfully. | ||
| LO3 Produce a marketing plan for an organisation that meets marketing objectives |
D3 Produce a strategic marketing plan for an organization that measures achievement of marketing objectives within key performance metrics. |
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| P4 Develop a marketing plan that includes key elements of marketing planning for an organisation to achieve marketing objectives. | M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix to achieve marketing objectives. | ||
| LO4 Develop a media plan to support a marketing campaign for an organisation. |
D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria. |
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| P5 Produce a media plan that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign brief. | M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social media channels for communication. | ||
Recommended Resources
Textbooks
GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings). London: Palgrave Macmillan.
JOBBER, D. and CHADWICK, F. (2019) Principles and Practice of Marketing. 9th Ed.Maidenhead: McGraw- Hill.
KOTLER, P.andARMSTRONG,G.(2016)PrinciplesofMarketing.7thEdLondon:Pearson.
MCDONALD, M. and WILSON, H.(2016) Marketing Plans: How to Prepare Them, How to Use Them. 8th Ed. Chichester: John Riley and Sons.
Websites
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www.cim.co.uk
www.marketingdonut.co.uk
www.marketingteacher.com
www.marketingweek.com |
Chartered Institute of Marketing (General reference) Marketing Donut (General reference) Marketing Teacher All sections (General reference) Marketing Week New and industry articles (General reference) |
Links
This unit links to the following related units:
Unit 1: The Contemporary Business Environment Unit 33: Marketing Insights and Analytics
Unit 34: Digital Marketing
Unit 35: Integrated Marketing Communications