Assignment front sheet

Qualification

Unit number and title

Pearson BTEC Level 4 HND Diploma

Business

Unit 19 Marketing Planning

Student name

Assessor name
Dr. Indranil Bose

Date issued

Completion date

3rd March 2015

1st May 2015

Assignment 1
Be able to design a marketing plan on the basis of data
compilation through appropriate marketing audit technique, by
overcoming the main barriers to marketing planning, including

Assignment title

Learning
Outcome

Learning
outcome

Assessment
Criteria

Be able to 1.1
compile
marketing 1.2
audits
1.3

LO1

1.4

LO2

Understand
the main
barriers to
marketing
planning

Submitted on

In this assessment you will have the

opportunity to present evidence that
shows you are able to:

Review
changing
perspectives
in
marketing planning
Evaluate an organizations capability for
planning its future marketing activity
Examine techniques for organizational
auditing and for analysing external
factors that affect marketing planning
Carry out organizational auditing and
analysis of external factors that affect
marketing planning in a given situation

Task Evidence
no. (Page no)
1
2

2.1

2.2

Assess the main barriers to marketing

planning

Examine how organizations may

overcome barriers to marketing planning

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

Date:

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

Appropriate learning methods/techniques have

been applied.

Identify and explain in brief the strategies based on

appropriate techniques / methods in the task 1, task 2
and task 3

M1 Identify and apply strategies to find

appropriate solutions

M2 Select / design and apply appropriate

methods / techniques

M3 Present and communicate appropriate

Communication is appropriate for familiar and
findings
unfamiliar audiences and appropriate media
have been used.
D1 Use critical reflection to evaluate own
work and justify valid conclusions

D2 Take responsibility for managing and

organising activities

D3 Demonstrate convergent /lateral /

creative thinking

Identify and explain in brief the strategies based on

appropriate techniques / methods in the task 1, task 2
and task 3

Conclusions have been arrived at through

synthesis of ideas and have been justified.

Critically evaluate the possibilities of organisational

failure / loss, and explain how the failure could have
been avoided, by adopting appropriate marketing plan
Realistic improvements have been proposed
in the task 4, task 5 and task 6
against defined characteristics for success.
Critically evaluate the possibilities of organisational
failure / loss, and explain how the failure could have
Activities have been managed.
been avoided, by adopting appropriate marketing plan
in the task 4, task 5 and task 6
Critically evaluate the possibilities of organisational
Critical evaluation of organizational failure/loss
failure / loss, and explain how the failure could have
has been done and tangible solutions have
been avoided, by adopting appropriate marketing plan in
been given.
the task 4, task 5 and task 6

Please note that for unit assignments assessors should use these or other exemplar indicative characteristics for the individual grade
descriptors from Annexe C of the HN specification or any other relevant indicative characteristics for the particular assignment. The
indicative characteristic should then be contextualised. Only one indicative characteristic per grade descriptor, M2, M2, M3, D1, D2, D3 is
required.

Assignment brief

Unit number and title

Assignment 1
Be able to design a marketing plan on the basis of data
compilation through appropriate marketing audit technique, by
overcoming the main barriers to marketing planning, including the
ethical challenges in the process.

Qualification

Pearson BTEC Level 4 HND Diploma in Business

Start date

3rd March 2015

Deadline/hand-in

1st May 2015

Assessor

Dr. Indranil Bose

Assignment title

Marketing Planning

Purpose of this assignment

Marketing planning is a strategic function in the organization and the same becomes more prominent at
the time of new business venturing and expansion. The assignment intends to give real life experience
based on given scenario about conducting marketing audit and about overcoming barriers in case of
implementation of such initiatives.
Scenario

ABC Group has started a fast food chain of restaurants in UAE covering all the
emirates and doing well for last five years. However, it has planned for expansion by
increasing number of its restaurant outlets in the country. The Dubai based group, has
hired you on a temporary one year contract as a marketing planner and a lot of
responsibilities have been bestowed upon you in terms of preparing of a complete
marketing plan for its steady growth and uninterrupted sustenance in the highly
competitive marketing environment in the country. As a marketing planner, you are
responsible for creating a strategy, which must show to the market that it is doing
something different and unique in terms of value creation for the customers. As a part
of designing the business operations and to effectively cope with the new challenges
faced in terms of marketing, the management of the group feels that it is imperative
to look into their existing marketing plan. You are supposed to highlight a carefully
designed marketing audit outputs, where the marketing strategies adopted by the
competitors in UAE market, the capabilities and limitations of ABC group, the
possibilities and threats in the existing market must be incorporated. In the process of
highlighting the future marketing initiatives as suggested in your report, barriers in
implementing such plan must be identified and analysed. Further, the report should
also be suggestive about the plans; you have thought to overcome such barriers. To
this end, you are required to prepare a report.
Preparation of a comprehensive report (word limit : Minimum 2000Maximum 3000)
Softcopy of the report should be submitted through turn-it-in and hard copy of the
same to be handed over to the lecturer on the due date.
Produce a report that can be used to explore the following:
Task 1: Analyse and highlight the changing perspectives of marketing, the restaurant should

take care for expansion and growth through structured observations.(This tasks provides the
evidence of Assessment criteria P1.1,M2)
Task 2: Highlight the detailed findings on organizational capability auditing in terms of its
expansion plan through thorough context analysis (This tasks provides the evidence of
assessment criteria of P1.2,M3)
Task 3: Examine techniques for organizational auditing and for analysing external factors that
might affect marketing planning in terms of its growth plan and Carry out the SWOT analysis
and PESTLE analysis that can effect marketing planning for the group (This tasks provides the
evidence of Assessment criteria P1.3 and Assessment criteria P1.4, M2)
Task 4: Evaluate the barriers the group may face in its expansion plan. (This tasks provides the
evidence Assessment Criteria of P. 2.1, M3) and prepare the strategy to overcome the barriers
to enable steady expansion of the organization (This tasks provides the evidence of Assessment
Criteria of P.2.2,M3 )
Task 5: Identify and explain in brief the strategies based on appropriate techniques / methods
in the task 1, task 2 and task 3(This task provides the evidence of Assess criteria of M2and M3)
Task 6: Critically evaluate the possibilities of organisational failure / loss, and explain how the
failure could have been avoided, by adopting appropriate marketing plan in the task 4, task 5
and task 6(D1, D2 and D3).
Following guidelines should be taken care of preparing the above report:
In case of any source is used, Harvard Referencing Style (HRS) and in-text
citation must be shown.
The report should have a cover page, a table of content, list of figures and
graphs with page numbers etc.
------------------------------------------------------------------------------------------------------------------------Sources of information (list books, websites, etc. useful for this assignment):
1) Harvard Business Review
2) California Management Review
3) SSRN.COM

Evidence
checklist
Task 1

Task 2

Task 3

Summary of evidence required by student

Report on analysing and highlighting the changing perspectives of

marketing, the restaurant should take care for expansion and growth
through structured observations
Report on highlighting the detailed findings on organizational
capability auditing in terms of its expansion plan through thorough
context analysis
Report on examining techniques for organizational auditing and for
analysing external factors that might affect marketing planning in
terms of its growth plan and Carry out the SWOT analysis and PESTLE
analysis that can effect marketing planning for the group.

Evidence
presented

Task 4
Task 5

Task 6

Report evaluating the barriers the group may face in its expansion plan
and prepare the strategy to overcome the barriers to enable steady
expansion of the organization
Report identifying and explain in brief the strategies based on
appropriate techniques / methods in the task 1, task 2 and task 3
Critically evaluate the possibilities of organisational failure / loss, and
explain how the failure could have been avoided, by adopting
appropriate marketing plan in the task 4, task 5 and task 6

Achievement Summary
Qualification
Unit Number and
title

Criteria
Reference
LO 1

Pearson BTEC Level 4 HND

Diploma in Business

Assessor name

Unit 19 Marketing Planning

Student name

To achieve the criteria the evidence must show that the

student is able to:

Achieved?
(tick)

1.1
1.2
1.3
1.4
LO 2
2.1
2.2

Higher Grade achievements (where applicable)

Grade descriptor

M1: Identify and apply strategies to

find appropriate solutions

Achieved?
(tick)

Grade descriptor

D1: Use critical reflection to

evaluate own work and justify
valid conclusions

M2: Select/design and apply

appropriate methods/techniques

D2: Take responsibility for

managing and organising
activities

M3: Present and communicate

appropriate findings

D3: Demonstrate
convergent/lateral /creative
thinking

Achieved?
(tick)

Assignment Feedback
Formative Feedback: Assessor to Student

Action Plan

Summative feedback

Feedback: Student to Assessor

Assessor Signature

Date

Student Signature

Date