Marketing Essay

5327 words - 22 pages

Assignment Front Sheet Qualification Pearson BTEC Level 5 HND Diploma Business Student Name Unit Number and Title Y-601-1259 / Unit 19 / Marketing Planning Student No.

Assessor name Date of Issue 16th February 2015

TOM FARNSWORTH Completion date Submitted on 27th March 2015

Assignment title

Unit 19: Marketing Planning

Learning outcome

Assessment criteria

In this assessment you will have the opportunity to present evidence that shows you are able to

Task No.

Evidence (Page no)


Be able to compile marketing audits

1.1 1.2 1.3




Understand the main barriers to marketing planning Be able to formulate a marketing plan for a product or service ...view middle of the document...

2 (f) 2 (g)

3 (a) 3 (b) 2 (d)

Learner declaration I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student Signature:



In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades. Grade Descriptor Indicative characteristic/s Contextualisation
M1 Identify and apply strategies to find appropriate solutions M2 Select/Design and apply appropriate methods/techniques Effective judgements have been made: Complex problems with more than one variable have been explored Outperformance against pass criteria in all parts (a – e) of Task 1. All factors must be clearly related to the facts of the case / the case context. All evaluative criteria must be appropriate and logical. Information from the case study and at least one of the specified web resources has been used in support of valid arguments / elements of the marketing plan. Synthesis of complex contextual information is used to support valid arguments (Tasks 2 and 3 – exceptionally good work in either task may compensate). Objectives must be demonstrably SMART. Specificity must be appropriate to the marketing plan for a single product; measure must be objective and quantitative; appropriate and specific resource requirements must be considered under achievability; staff concerns and change leadership must be addressed under realism; time-frame must relate logically to needs of stakeholders (Task 2e) Detailed and rigorous application of the planning process with clearly related objectives, strategy, tactics and controls (Task 2f through g) D1 Use critical reflection to evaluate own work and justify valid conclusions D2 Take responsibility for managing and organising activities D3 Demonstrate convergent/lateral and creative thinking Conclusions have been arrived at through synthesis of ideas and have been justified Exceptional sophistication in argument, for example by assessing the inter-item interaction of contextual factors or barriers to marketing planning (any Tasks)

A range of sources of information has been used AND Complex information/data has been synthesized and processed

M3 Present and communicate appropriate findings

The appropriate structure and approach has been used

Autonomy/independence has been demonstrated

Additional relevant sources of information (ie, additional to the case study and the indicated web resources) have been used effectively to support arguments and referenced correctly (any Tasks) Evaluation of planning limitations based on strengths and weaknesses of market information or knowledge management systems (evaluation of source, sample, collection method etc – any Tasks) OR Appropriate recommendations made for improvement of existing research techniques or planning models (any Tasks)

Ideas have been generated and decisions taken: ANY OF •self-evaluation has taken...

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