Changing perspectives: changing perspectives in marketing planning Assessment of capability: evaluate issues relating to the aspects of competing for the future and balancing strategic intent and strategic reality Organisational auditing: evaluating and coming to terms with organisational capability: balancing strategic intent and strategic reality, the determinants of capability, managerial, financial, operational, human resource and intangible (brand) capability, approaches to leveraging capability, aspects of competitive advantage Environmental auditing: approaches to environmental analysis, the identification and evaluation of key forces using the PEST framework, the implications for marketing planning of different environmental types, identifying the organisation’s competitive position and relating this to the principal opportunities and threats, market, product and brand life-cycles.
The strategic alternatives for new product development: an overview of the marketing planning process, SWOT, objectives in differing markets, products and services, product modification through to innovation, evaluation of product and market match, use of Ansoff matrix in NPD and meeting customer needs, product failure rates and implications for screening ideas against company capabilities and the market, product testing, test marketing, organisational arrangements for managing new product development, unit’s costs, encouraging and entrepreneurial environment, the importance of celebrating failure Pricing policy: price taking versus price making, the dimensions of price, approaches to adding value, pricing techniques: cost based versus market-oriented pricing, the significance of cash flow, the inter-relationships between price and the other elements of the marketing mix, taking price out of the competitive equation Distribution: distribution methods, transport methods, hub locations and distribution centres, choice of distribution medium to point of sale, distribution and competitive advantage Communication mix: evaluation of promotional mix to influence purchasing behaviour, media planning and cost, advertising and promotion campaigns and changes over the PLC, field sales planning Implementation: factors affecting the effective implementation of marketing plans, barriers to implementation and how to overcome them timing, performance measures: financial, nonfinancial, quantitative, qualitative.
Ethical issues in marketing: ethics and the development of the competitive stance, different perspectives on ethics across nations, ethical trade-offs and ethics and managerial cultures Ethics of the marketing mix. management of the individual elements of the marketing mix. Iii Product: gathering market research on products, identification of product problems and levels of customer communication, product safety and product recall Price: price fixing, predatory pricing, deceptive pricing, price discrimination Promotion: media message impact, sales promotion, personal selling, hidden persuaders and corporate sponsorship Distribution: abuse of power – restriction of supply Counterfeiting: imitation, faking, pre-emption, prior registration Consumer ethics: warranty deception, misredemption of vouchers, returns of merchandise, recording of music and videos, software copying, false insurance claims Outcomes and Assessment Criteria.
Outcomes Assessment Criteria To achieve each outcome a student must demonstrate the ability to: Carry out marketing audits explain the purpose of marketing audits, apply organisational and environmental auditing techniques in a given situation. Prepare a marketing plan for a product or service, explain the need to be innovative in the market or services identify and assess techniques for developing products. make recommendations for pricing, distributing and communicating a product or service specify measures to monitor and review marketing performance present a marketing plan for a product or service, Examine ethical issues inmarketing investigate two different organisations’ responses to ethics in marketing · identify ethical issues in marketing describe the implications of ethical issues on the marketing mix for an organisation. Guidance
Evidence of outcomes may be in the form of written or oral assignments or tests. The assignments may focus on real problems or case studies. Learning and assessment can be at unit level as an integrated unit or at outcome level. Evidence could be at outcome level although opportunities exist for covering more than one outcome in an assignment.
This unit is a part of the HN marketing pathway and forms a direct link with the marketing units in the programmes: ‘Marketing’ (Unit 1) ‘Marketing Intelligence’ (Unit 17), ‘Advertising and Promotion’ (Unit 18), and ‘Sales Planning and Operations’ (Unit 20). The unit is also linked with ‘Organisation, Competition and Environment’ (Unit 4). This unit offers opportunities for demonstrating Common Skills in Communicating and Managing Tasks and Solving Problems.
Access should be available to a learning resource centre with a good range of market research texts. Texts should be supported by use of journals, company reports and government statistics. Case studies, videos and documented examples of organisations and their marketing, auditing and planning techniques should illustrate the topical nature of this unit. World Wide Web sites can be useful in providing information and case studies
This unit can be delivered as a stand alone unit or as a component of the marketing pathway. It is designed to be linked to the marketing research unit and can be delivered and assessed in the form of an integrated case study on a real or tutor-devised organisation, product or service. Efforts should be made to ensure that students gain a good understanding of the theoretical underpinning and practical application of marketing planning and produce credible responses.