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Marketing Essentials For Consumer Behaviour - Cadbury

Brief :
Organization Selected : Cadbury

Learning Outcomes

Grading Criteria

         

Learning outcomes

Pass

Merit

Distinction

Task no.

Evidence

L1 Define different roles and responsibility and its relations with other functional units of organisation.

 P1 What are the key roles and responsibility of marketing function.

P2 Determine roles and responsibility of marketing with wider organisation context.

M1 Determine the role and responsibility of marketing in context of marketing environment.

M2 Evaluate the importance of inter relationships between marketing and other units of organisation.

D1Evaluate the key factors of marketing function and their relations with other functional units of organisation.

Task 1

Case Study

L2 How organisation uses 7P's of marketing mix to achieve overall business objectives.

P3 How different organisation apply marketing mix to marketing plan process to achieve objectives.

M3  What are tactics used by organisation to achieve goals.

D2 Define a strategic marketing plan that uses 7Ps to achieve overall objectives.

Task 2

Time-Constrained Assessment

L3 Make and analyse a basic marketing plan

P4 Make and analyse a basic marketing plan for organisation.

M4 Make a detailed,evidence based marketing plan for organisation

D3 Define a strategic marketing plan that uses 7Ps to achieve overall objectives.

Task 3

A Marketing Plan (Group work)

Brief

Task 1:

The report should be in case study format of selected organisation,which explains with evidence the role of marketing in multinational companies, importance of marketing to communicate with other functional departments such as HR, finance. Also provide a Harvard reference list with world limit of 1500-2000.

Task 2:

Submission will be in time constrained assessment which is to be conducted during week 9 for Day group and week 12 for Flexi groups of term that will evaluate student understanding of marketing mix.

Task 3:

Submission is in the form of group based PowerPoint presentation. Slides and speaker notes should be submitted as one copy. Make effective use of PowerPoint headings,bullet points and subsections wherever required. Every member will be graded individually as per their contribution.

Scenario for Task 1

You are required to explain the role of marketing. You have choose multinational company for case studyans explain how company utilises marketing to achieve overall objectives and how it is related to other functions to achieve goals.

Task 1

Explain with evidence the role of marketing in organisation and how it interrelates with other functions in business for selected multinational organisation. The case study should include theoretical explanation of relevant concepts with examples and evidences which must be exclusive for chosen organisation. You are required to apply Harvard Referencing System with in-text citations and a reference list.

Suggested structure for Task 1:

  • Cover Page
  • Contents Page
  • Case Study Answer Sheet ( total of 4 questions)
  • Reference List

Answer the following questions:

  1. Define the role of marketing as a function of business, opposed to marketing as a department in a company.
  2. Define the structure of marketing department of selected organisation and explain minimum two different marketing roles(e.g. Chief Marketing Officer, Marketing manager)
  3. An overview of marketing process and importance of marketing environment to marketing function.
  4. How marketing function influence and interrelates with other departments minimum 2 departments.

Scenario for TASK 2

As a marketing student it is important to understand marketing mix of an organisation. With this you are able to understand how organisation apply marketing mix to achieve objectives. In week nine/ week 12(Flexi) you will sit a time constrained assessment to test knowledge of topic marketing mix.

Task 2

This will be a 2 hour examination. Exam will include 2 parts:

Part- A Assessment questions

Questions to interpret their knowledge and understanding of course topics.

Part- B Short Case Study

Use short case study, which will be available before exams,students require to answer to demonstrate their ability to evaluate specific business scenario by applying theories and concepts in practical situations.

Format:

Student will submit examination booklet containing answers which should be clear and legible to grade.

Scenario for Task 3

You have decided to start a business, you are in the process of applying for small loans. The bank have informed that if you want to process the application, submit marketing plan and present it to panel who may approve or decline.

Task 3:

As a group submit a PowerPoint Presentation to present a marketing plan. Presentation should cover all elements of simple marketing plan, your rationale needs to be clear when addressing the audience. You can come up with new product and services which you think have potential for profitability.

 Every member should contribute to project and graded individually. If you do not contribute you might ask to leave maximum members per group-2-3.

Marketing Plan should include the following :

  1. Background of business and rationale why they succeed.
  2. Analyse of macro environment and strength and weaknesses of business using appropriate framework
  3. Marketing objectives of business( Must follow SMART criteria)
  4. Marketing Segmentation,targeting and positioning(creation of customer profile, targeting strategy rationale and perceptual map with competitive positioning)
  5. Marketing Strategy you have chosen to adopt and rationale (use adequate frameworks such has Ansoff’s Matrix and Generic Strategies Model)
  6. Create your marketing mix and explain how it will help you achieve the set marketing objectives
  7. Provide an implementation plan for the launch of the new product/service, and a promotional budget for six months.
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