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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). Inaccurate 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 penalised for goingunder 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 organisations use elements of the marketing mix to achieve overall business objectives. LO3 Produce a marketing plan for an organisaton 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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ROLE: You have been appointed as a Junior Marketing Assistant at the Nuffield Hospital and as part of your role you need explain and present the role of marketing and then identify competitors and write a marketing and media plan that aims to grow the business. You should discuss the effectiveness of existing social media and touch points and recommend introducing new marketing methods and services for the relevant market segments and demographics. As more and more businesses are entering the marketplace and competition is fierce, you have been tasked to provide new innovative ideas and recommendations regarding growing the hospital services within the 21st Century – You have been allocated an annual budget of £50K – Therefore financial considerations should be made within your report that includes the marketing plan and media plan in the format of a press release together with timelines. The Nuffield hospital group boasts private hospitals in most cities including London and Leicester and work in association with BUPA and the NHS (in reducing patient waiting times) as most of the consultants are employed by the NHS but rent a private room usually once a week for private patient consultations. In addition to offering health checks, mammograms, ear nose and throat (ENT) clinics, it used to offer tattoo removal with laser treatment, (most of the patients were women), gender reassignment, sleep apnoea (snoring clinic) and physiotherapy treatment (sports injury clinic) with close ties and arrangements with local and city rugby, tennis, basketball and football clubs for treating injured players. As part of the marketing strategy, when patients arrive, they are greeted by the ‘hotel services manager’ and their bags are taken up to their rooms by a porter, which results in patients feeling like they are checking into a hotel. Each patient has a private room with ensuite and colour tv and pre order their food each day from a menu and the food is delivered to the room. As part of the branding, Children`s rooms are decorated with pictures of the hospital mascot, Nuffy bear, and they are given a free teddy bear and a tee shirt with a picture depicting Nuffy bear and the hospital logo. Historically charity balls have been held on the hospital grounds in conjunction with the Red Cross association and guest speakers have included Colin Dexter the writer and creator of The Inspector Morse Series and City Football Club Managers. Each hospital markets their hospital services locally with the hospital in Leicester using the Leicester Sound Radio (drive time) based on RAJAR (Radio Joint Audience Research) to promote their services and The Leicester Mercury by way of press releases. |
Assignment Activity and guidance:
You should explain and critically analyse, how the external and internal environment in which the marketing department operates within the 21st century, between other business units E.g., this could include: Operations, Finance and Human Resources within the Nuffield Hospital.
You should also explain and analyse the role and concept of marketing and marketing operations including the different areas and roles of marketing E.g., market research, advertising and direct marketing etc.
You should review and evaluate strategies and tactical approaches to the marketing mix in achieving Nuffield Hospital overall business objectives, by comparing the ways in which the Nuffield and their competitors apply the marketing mix to the marketing and planning process to achieve business objectives E.g., The extended marketing mix.
Develop a marketing plan and produce a detailed plan that includes a tactical strategic marketing plan to includes key elements of marketing planning, that integrates the extended marketing mix and measures achievement of marketing objectives with key performance metrics for the Nuffield Hospital.
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 the Nuffield Hospital.
Recommended Resources:
Essential Reading: Unit 2 Marketing Processes and Planning Unit Specification. Chartered Institute of Marketing (2021). Available at: https://www.cim.co.uk Marketing Donut blogs (2021). Available at: https://www.marketingdonut.co.uk/blog
Marketing Teacher resources and videos (2000–2021). Available at: http://www.marketingteacher.com
MarketingWeek Report (2021). Available at: https://www.marketingweek.com
WordStream. How to Do a Webinar Your Audience Will Love. Available at: https://www.wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar
HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learning- zone/reading-lists
HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals.com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks Textbooks
Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing). London: Palgrave Macmillan
Jobber, D. & Ellis-Chadwick, F. (2019) Principles & Practice of Marketing. 9th Ed. Maidenhead: Graw-Hill.
The balance small business. The elements of a marketing mix and how to use them effectively. Available at:
https://www.thebalancesmb.com/what-is-a-marketng-mix-2295520
HubSpot. How to Develop a Successful Marke/ng Mix Strategy [+ Templates]. Available at: https://blog.hubspot.com/marketng/marketing-mix
HubSpot. The Ultimate Guide to Marke/ng Strategies & How to Improve Your Digital Presence.
Available at:
https://blog.hubspot.com/marketing/digital-strategy-guide
MindTools. Understanding How to Posi/on Your Market Offering. Available at: https://www.mindtools.com/pages/ar’cle/newSTR_94.htm
Smart Insights. Marketing strategy vs tactics – why the difference matters. Available at:
https://www.smartinsights.com/marketing-planning/marketing-strategy/marketingstrategy-vs- tacivcsdifference/
YourDictionary. Tips for Writing a Briefing Document. Available at: https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writng-a-briefingdocument.html
Sample Answer
LO1 Explain the role of marketing and how it interrelates with other business units of an organization.
Part 1 – LO1
PowerPoint with Speaker Notes (to be exported as PDF)
Slide 1 – Title
The Role of Marketing in Nuffield Hospital and Its Connection with Other Business Units
Speaker Notes:
Welcome to this presentation. I will explain the role of marketing at Nuffield Hospital and how it works with other departments such as Operations, Finance, and Human Resources to grow services and compete in the 21st-century healthcare market.
Slide 2 – Role of Marketing in Healthcare
Points on Slide:
- Creates awareness of services
- Builds trust and brand loyalty
- Attracts new patients and retains existing ones
Speaker Notes:
Marketing in healthcare is not just about promoting services — it’s about building trust. For Nuffield Hospital, this means communicating the benefits of private healthcare, highlighting unique patient experiences (such as hotel-style service), and maintaining strong ties with the community.
Slide 3 – Interrelation with Operations
Points on Slide:
- Marketing needs operations to deliver the promised service quality
- Feedback loop between patients, marketing, and operations
Speaker Notes:
If marketing promises fast appointment times or luxury patient care, Operations must ensure these happen. Feedback from patients helps Operations improve and gives Marketing accurate information to promote.
Slide 4 – Interrelation with Finance
Points on Slide:
- Marketing works within set budgets
- Finance tracks ROI of campaigns
Speaker Notes:
The £50k budget must be used wisely to deliver results. Finance ensures that every pound spent on advertising, sponsorship, or PR delivers measurable returns in patient bookings and brand recognition.
Slide 5 – Interrelation with Human Resources
Points on Slide:
- Marketing needs skilled staff to deliver services
- HR helps hire and train staff to match brand image
Speaker Notes:
If the marketing team promotes a “luxury hospital stay,” HR ensures staff have the right skills and service mindset to match that promise.
Slide 6 – Conclusion
Points on Slide:
- Marketing works hand-in-hand with all departments
- Success depends on strong interdepartmental cooperation
Speaker Notes:
In short, marketing is the link between the hospital’s services and its customers, but it can only work if all departments deliver the promised value.
(End of Part 1 – this would be exported to PDF with detailed speaker notes.)
Part 2 – LO2, LO3, LO4 – Report
Executive Summary
This report examines how Nuffield Hospital uses marketing, compares it with competitors, and provides a detailed marketing plan and media plan. Recommendations are based on a £50,000 annual budget to grow hospital services, strengthen brand awareness, and expand patient numbers.
LO2 – Comparison of Marketing Mix Approaches
Nuffield Hospital’s Current Approach:
- Product: Private healthcare services with luxury in-patient experience, mascot (Nuffy Bear) for children, and specialist clinics.
- Price: Premium pricing, but linked to value-added services and NHS partnerships.
- Place: Hospitals in major UK cities, strong ties to local sports clubs.
- Promotion: Local radio (Leicester Sound), press releases (Leicester Mercury), charity events.
- People: Highly trained NHS consultants, hotel-style service staff.
- Process: Patient-first booking, NHS waiting time reduction, tailored service.
- Physical Evidence: Private rooms, children’s themed wards, in-room dining.