Reference no: EM1375605
Provide learners with the understanding and skills to develop marketing plans that meet marketing objectives, and meet the needs of the target market.
Scenario:
For Tasks 1 , 2 and 3 you should choose any one business organisation with which you are familiar: either the one where you currently work, a previous employer or one for which you have access to the required information. For Task 4, you can use any other business organisations as examples.
Understand and discuss
1. nature and perspectives of marketing planning
2. market -lead strategic change
Evaluate issues relating to
1. aspects of competing for the future
2. strategic intent and reality
Understand and discuss
1. organisational capability;
2. competitive advantage
3. external factors analysis
4. competition analysis
5. SWOT analysis
Apply organisational auditing and analysis of external factors in 1.3 with chosen example
Understand and discuss the barriers in five broad areas:
1. culture
2. behavioural
3. cognitive
4. systems and procedure
5. resources
Understand and discuss the suggestions or ‘Ten S' approach to overcome the barriers in 2.1
Prepare a marketing plan of the chosen example in terms of
1. objectives
2. strategies
3. programs
4. resources
5. measures and controls
Understand and discuss the role of marketing planning in the strategic process:
1. relationship of planning objectives
2. planning gap and its impact on decision
Understand and discuss the new product development :
1. steps and processes
2. objectives and evaluation
Understand and discuss the rationale of the recommendations for
1. pricing policy
2. distribution
3. communication mix:
Understand and discuss the strategy implementation loop in terms of :
1. who is responsible for various activities
2. how the strategy should be carried out
3. where things will happen,
4. when action will take place.
Understand and discuss the marketing ethics
1. nature and importance
2. different perspectives
3. impacts
Understand and discuss the ethical issues of marketing mixes:
1. product
2. pricing
3. promotion
4. distribution
Understand and discuss obligations of consumer
1. ethical and social responsibility
2. unethical practices of consumers
3. impacts
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