Unit 2 Marketing Processes and Planning Southern Regional College
Higher National Diploma in Business
Student Name /ID Number
Unit Number and Title
Unit: 2 Marketing Processes and Planning
Academic Year
2021-2022
Unit Assessor
Joanne McEvoy / Michael Purcell
Assignment Title
2 Marketing Strategy and Application
Issue Date
21/09/21
Submission Date
Part A 11/12/21
IV Name
Date
09/09/2021
Submission Format:
Part A: A completed marketing plan / media plan for LIDL (or your chosen organisation). The plan should contain a detailed overview on the market segmentation and target market selection. The plan should include detail on the goals, objectives, marketing strategy, resource allocation as well as monitoring and control measures for LIDL (or your chosen organisation). The Marketing plan will incorporate a media plan which is to support your marketing campaign for LIDL (or your chosen organisation). The media plan should include recommendations and a rationale for the selected media activities that meet the budgetary requirements and objectives of the marketing campaign. The media plan should be an integrated multimedia plan based on quantitative and qualitative criteria. A marketing plan/media template will be provided, but it is not mandatory to use this.
Unit Learning Outcomes:
LO3 Produce a marketing plan for an organisation that meets marketing objectives. LO4 Develop a media plan to support a marketing campaign for an organisation.
Assignment Brief and Guidance:
You have been appointed as the new Marketing Manager for LIDL (or your chosen organisation). The first objective you have been set is to research the competition and produce a marketing/media plan based on your findings. Part A: Produce a strategic marketing/media plan for LIDL (or your chosen organisation) to meet marketing goals and objectives. The marketing/media plan should include all elements of the 7Ps marketing mix, with an action plan and measures for monitoring and evaluating progress and meeting goals and objectives. The plan should tactically apply the use of the 7P’s to achieve overall marketing objectives. The media plan will support the marketing campaign for LIDL (or your chosen organisation). You should select appropriate digital, offline and social media channels for communication. The media plan should include recommendations and a rationale for the selected media activities that meet the budgetary requirements and objectives of the marketing campaign. The media plan should be an integrated multimedia plan based on quantitative and qualitative criteria. Please access HN Global for additional resources support and reading for this unit. For further guidance and support on presentation skills please refer to the Study Skills Unit on HN Global. Link to www.highernationals.com
LO3 Produce a marketing plan for an organisation that meets marketing objectives.
P4 Develop a marketing plan that includes key elements of marketing planning for an organisation to achieve marketing objectives.
M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix to achieve marketing objectives.
D3 Produce a strategic marketing plan for an organisation that measures the achievement of marketing objectives within key performance metrics.
LO4 Develop a media plan to support a marketing campaign for an organisation.
P5 Produce a media plan that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign brief.
M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social media channels for communication.
D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria.
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