1. Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix.

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Semester:

E16

 

 

Module Code:

MCOM4040

 

 

Module Title:

Marketing and Communications

 

 

Programme

BSc (Hons)

 

 

Level:

Level 4

 

 

 

 

Format: Report

Part 1: Individual – Marketing Plan

 

Part 2: Individual – Communication Plan

 

 

Any special

All work should be submitted on the Student Portal along with an

requirements:

acceptable Turnitin Report

 

 

Part 1 - Word Limit:

Part 1 – Marketing Plan (50%) 2000 words

 

TO BE SUBMITTED UNDER REPORTS SECTION ON PORTAL

Part 2 - Word Limit

Part 2 – Communication Campaign (50%)  500 words and Poster

(including visual)

TO BE SUBMITTED UNDER ASSIGNMENT SECTION ON PORTAL

 

 

 

 

 

 

Learning outcomes to

At the end of this module students will be expected to be able to:

be examined in this

1. Identify and explain the marketing concept, the marketing mix and

assessment

the components of the marketing communications mix.

 

2. Explain the relationship between the marketing environment, its

 

impact upon organisational decision making and consumer behaviour.

 

3. Discuss the factors that determine competitive advantage within

 

organisations

 

4. Explain key theories, concepts and models underpinning business

 

communication to create effective communications.

 

5. Examine and discuss organisational issues and challenges that

 

impact on the effectiveness of business communication through the

 

use of pre-defined criteria to assist in improving communication within

 

the organisation.

 

6. Demonstrate an application of concepts and techniques related to

 

business communication processes used within the workplace.

 

 

Percentage of marks

This assignment is worth 100% of the total marks for the module.

awarded for module:

 

 

 

 

Page 1 of 6

 

Part 1

 

Individual - Marketing Plan (2000 words)

 

Scenario

The Institute of Grocery Distribution defines ethical consumerism “as the practice of purchasing products and services produced in a way that minimises social and/or environmental damage, while avoiding products and services deemed to have a negative impact on society or the environment.”  (http://www.igd.com/ accessed 2016).

On 2014, a special report on supermarkets ethical and environmental practice for 11 supermarkets reported that Asda is the least ethical, followed by Lidl and Morrison whilst the Co-op, Marks &Spencer and Ocado were the most ethical. The five categories used for rating the sales of the ethical products sold in the store are environment, animals, people, politics and product sustainability. (http://www.ethicalconsumer.org accessed 2016).

Students are required to develop a marketing plan for one of the organisations in the above scenario (one of the least ethical: Asda, Lidl, Morrison or one of the most ethical: Co-op, Marks & Spencer, Ocado).

The objective is to identify a new strategy to either maintain (if most ethical) or improve (if least ethical), the organisations ethical position and then prepares a marketing plan to support the new strategy.

 

The marketing plan should follow the following structure:

  1. Executive Summary
  2. Company Overview
  3. Current Marketing Situation Analysis
  4. Objectives
  5. Strategy & Segmentation, Targeting and Positioning (STP)
  6. Tactics & Action
  7. Budget
  8. Control
  9. Conclusion / Recommendation
  10. References
  11. Appendix

 

Part 2

Individual – Communication Campaign (A4 Poster and 500 words rational)

In order to communicate the new strategy that relates to the chosen organisations ethical vision, students are required to prepare:

  1. A visual illustration (an A4 poster supported by texts and images) following the guide below:
    1. The content of the poster should be appealing to both internal and external stakeholders (i.e. employees as well as customers).
    2. The content must include Image/s and brief written message/s that communicate the proposed strategy and capture the attention of the intended audience.
  1. A rational to support the communication campaign (the poster) which should:
    1. Include an explanation of how the promotional mix theory can generally be used to decide selection of a communication channel.
    2. Describe the target audience and the response sought in relation to the new strategy.
    3. Apply / use a marketing theory such as ‘AIDA’(Attention, Interest, Desire, Action) or ‘DRIP’ (Differentiate, Reinforce, Inform, Persuade) to explain how the poster created will achieve the objectives set.
    4. Academic references must be included in the rational 

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