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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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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
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 Communicat