Marketing Processes and Planning Assessment

TASK 1 (Covering LO1)

Vocational Scenario:
You work in the marketing department of a large telecommunication service provider in the UK [Choose from O2, EE, Sky and Vodaphone] as a brand manager. Your company has just recruited some new marketing interns and you have been asked to “buddy” the new interns who have recently been attached to your department. You will be working with these new interns as part of your team on a new marketing campaign which will start in a few months. To get them on board quickly, the Marketing director have asked you to prepare a short 10-minute presentation in which you should critically analyse and evaluate the key elements of the marketing function and how it they interrelate with the other functions in your organisation. The presentation will be delivered at the induction ceremony of the new interns. Your presentation should cover the following:
1 Explain the concept of marketing as an important part of business operations, including all areas and roles.

2. Analyse the role of marketing within the marketing environment..
3 An analysis of how marketing influences and interrelates with other functional departments of the organisation.
4. Examine the significance of interdependencies between marketing and other organisational functional entities of your chosen Telecommunication service provider
5. Analyse critically the external and internal environment in which the marketing function of your selected company operates.

This is a group project. Each group has NO MORE THAN 4 members:
Your presentation should include EVERY member of your group and will be presented using Microsoft PowerPoint Slides. There should be a maximum of 20 slides for the complete presentation in groups of 3 or 4 learners. Note, you will be assessed based on your own performance, and contribution in the PowerPoint slides and presentation, though the activity can be developed in groups. Consequently, you will be assessed and graded individually. It is highly recommended to have references on the slides at the end. To consider Merit and Distinction, you should analyze, evaluate, and review your answers with adding some arguments and critical thoughts illustrating with the figures and tables.
TASK 2: (Covering LO2, LO3 and LO4)
Vocational Scenario:
The UK's telecommunications industry is constantly changing due to new technologies. As a result, there has been an increase in UK telecommunications companies. There are now many more than there were 20 years ago when BT was only available for landlines or 15 years ago when mobile phones were expensive and low-quality. The competitive nature of the telecommunications market means that consumers now have more choices than ever before about their provider. As a result of the very competitive nature of the telecommunication industry, your organisation has decided to embark on a market penetration strategy (A market penetration strategy is when a firm focuses on selling its current products to existing customers). The aim of the new marketing campaign is to increase the loyalty of existing customers so that they are not vulnerable to loss to competitors. Your organisation also hopes to attract competitors’ customers, increase the frequency of product use and convert nonusers into users. Your interns have been well familiarized and motivated with your presentation and now, your manager has tasked you and your team to prepare a short briefing paper to research the competition and design a marketing plan based on the findings of your research. Your marketing plan needs to incorporate a media plan that supports the planned marketing campaign.
Task 2 Requirement:
Written work submitted as part of this assignment should be presented according to the following:
1. The summary should be 1.5 line spaced.
2. Font must be Arial 12
3. Follow the reference guidelines.
4. The report must be within the word count range 1500-2000 words, although you will not be penalized for exceeding 2000 words.
5. Written work for this assignment should be submitted through the appropriate Turnitin submission link.
6. Written work for this assignment should be saved and submitted as a Word document (.docx) or as a pdf file. If other file formats are used, these may not be compatible with Turnitin, and the work cannot be marked.
To consider Merit and Distinction, you should analyse, evaluate, review your answers with adding some arguments and critical thoughts illustrating with the figures and tables.
Assignment Activity and Guidance
Task 2 has two parts:

Part A: Comparison of Marketing Mix Strategy applied by X and Competitor.
You compare two different telecommunication companies and ask how they apply the marketing mix to the marketing planning process in order to achieve business objectives. You also evaluate strategies and tactical approaches to the marketing mix in order to achieve overall business objectives.

• Develop a marketing plan that includes key elements of marketing planning for your chosen organization to achieve marketing objectives.
• Produce a detailed tactical and strategic marketing plan that integrates the extended marketing mix and measures achievement of marketing objectives within key performance metrics.
• Produce a brief media plan that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign
• How to create a an ian integrated multimedia plan, selecting appropriate digital, offline and social media channels for communication and justify the plan based on quantitative and qualitative criteria.