Solved: Unit 2: Marketing Essentials

Good Academic Practice DGHE considers an act of academic misconduct when a student attempts to benefit either for themselves or for another person by unfair or improper methods, regardless of it being intentional or unintentional. Examples include: •             Purchasing work and presenting it as your own. •             Plagiarism is passing off someone else’s work as your own such as: o   Using quotes without the use of quotation marks. o   Using images produced by another person without acknowledgement. o   Using data or ideas without acknowledgement. o   Copying another person’s work. o   Getting someone to help you write parts of your submission as if it were your own. •             Collusion is when two or more students working together without prior authorisation from the academic member of staff concerned (e.g. programme leader, lecturer etc.) to produce the same or similar piece of work and then attempting to present this entirely as their own individual submission. It is important that you are clear about what you need to do for each assignment and how you can do it. If you are not sure about any rules regarding academic writing and referencing, guidance is available from many DGHE sources including Moodle, our Library and Study Skills Support teams and from your module leaders/personal tutor. ASSIGNMENT BRIEF AND GUIDANCE
Purpose of this assessment
The purpose of the assignment is to test the students in their understanding of the core principles of marketing, testing their capability to design a basic marketing plan, and use core elements of the marketing mix to achieve results.
You have started your own business and need to develop a marketing plan in order to secure funding. However, you have a very limited understanding of the role of marketing in an organisation, and you also don’t fully grasp the relevance of creating an effective marketing mix. Therefore, you will need to submit a marketing plan for funding considerations to potential investors that outlines a basic marketing plan for your new business, but that also explores the core function of marketing, and compares how organisations create a marketing mix in order to fulfil business objective.
Task 1
Submit a marketing plan for your new business idea (this cannot be based on an existing company, unless it’s your own company). The marketing plan will be submitted in a report format, and will have three sections: Section 1: The Role of Marketing Overview of your business idea and analyse the current trends that have influenced your idea. Explain the role of marketing in an organisation. Critically evaluate the function of marketing in an organisation, and how the marketing department interconnects with other departments in an organisation. Section 2: The Marketing Mix Evaluate the marketing planning process and the importance of marketing strategy to the success of a start-up business. Create one SMART(ER) marketing objective for your business. Design your extended marketing mix and compare with your closest competitor. Section 3: Marketing Planning Evaluate your target market by producing your STP strategy (this will include the creation of a customer profile, targeting strategy rationale and perceptual map with competitive positioning). Design a marketing implementation plan for your first advertising campaign. In the plan you need to consider your marketing objective, allocation of resources (financial, human and physical), and timeline. Design a promotional budget, using the objective-task method. Evaluate the control and evaluation techniques at your disposal, in order to monitor the effectiveness of your marketing plan. This provides evidence for ALL LEARNING OUTCOMES Word count:3,000 words
Submission Format
The format of submission is a report structure. Your Moodle has a very useful section on Reports and how to create them. You can locate this in your study skills tile, under Academic Genres, Business Reports. Link:
Student achievement and Assessor feedback for both formative and summative submissions will be recorded within Grademark Turnitin via Moodle and will be available for students to view as notified on Turnitin. Please use exclusively the grade classification below. Assessment Grading Scale Grade Classification Numeric Value (on Grademark) Grade Listed As Distinction 75 D Merit 65 M Pass 45 P Unclassified/ Referred 35 U Alleged Academic Misconduct 0 SP
Student submission and declaration
The following declaration will be inserted in the Turnitin link for both formative and summative submissions: ‘I certify that by submitting the work for this assessment on Moodle (and via Turnitin) it is my own work and all research sources are fully acknowledged using the Harvard system of references. I certify that there are no personal or mitigating circumstances that have affected my work.’ By submitting such document, you acknowledge that your work is your own, and abides by the DGHE code of conduct, and Pearson regulations. Please note that in case of academic malpractice DGHE reserves the right to decline to accept the work for assessment purposes, and/or conduct an investigation, which might result in an oral presentation, oral or written exam, or any other appropriate form of examination. Further information can be found in the academic integrity and misconduct policy, the assessment policy, and the student handbook.
Understanding what a command verb is
Your assignment will always have a series of questions or points that you will need to address. The first step in successfully addressing your assignment questions is by understanding what your lecturer wants from you, and this means understanding the command verb of the question. What is a command verb? This is constituted by an imperative verb that gives you a specific instruction. What are the common command verbs your assignment has and what they mean? The following is not a complete list however, it can help you to understand what is expected of you. Explain = to describe a situation in detail or present relevant facts. E.g. To say it’s a chair, it’s descriptive but not explanatory, to say it’s a wooden chair, made of mango woods, that has four legs, and an arm rest, is to explain. Assess = to evaluate the relevance of something. E.g. To say Brexit is an important event in the UK, is factual but not evaluative. To say that the impact of Brexit on the automotive industry is yet to be determined, but a likely estimate situates a loss of manufacturing plants, and consequently jobs in the UK, is evaluative. Compare = to measure how similar or different something is. E.g. To say that surrealism is different from cubism, is to state a fact. However, to state that while both movements are considered modern art, cubism popularised by Picasso, breaks down the subject matter and reassembles it in an abstract form, while surrealism, popularised by Salvador Dali, focuses on the subconscious mind and portrays everyday objects in a unfamiliar setting. Analyse = to examine something in detail. E.g. To say that the UK judicial system is complex is too simple however, to say that the UK judicial system is complex due to historical reasons, and that has led to separate jurisdictions with one system for England and Wales, another for Scotland, and another for Northern Ireland. In England Wales at the lower instance you have the magistrate courts and tribunals, followed by the crown court, and the county court, high court and court of appeal (detailing what are the key functions for each of these and how the interrelate with one another, and for the other judiciary systems, and finalising with the UK Supreme Court is to analyse a subject). Don’t forget you can always refer to your lecturer for other verbs not included here or your study skills tutor.