l5 Marketing Policy Planning Communication

8/12/2019 l5 Marketing Policy Planning Communication

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Unit Title:Marketing Policy, Planning and CommunicationGuided Learning Hours: 160Level:Level 5Number of Credits: 18

Learning Outcome 1The learner will: Understand the creative nature of marketing and know how to evaluate the

role and value of marketing in a variety of business contexts.

Assessment CriteriaThe learner can:

Indicative Content

1.1 Identify and applytraditional andcontemporary conceptsand tools of marketing andmarketing management tovarious business contextsat domestic, internationaland global levels.

1.1.1 Identify and apply the major concepts and tools ofmarketing.

1.1.2 Develop an understanding of contemporary marketingpractice.

1.1.3 Assess marketing as a concept and a managementfunction.

1.1.4 Relate marketing activities to various business contexts(domestic, international and global).

1.2 Explain howtechnology, particularly theinternet, is changingtraditional marketing and

improving marketingsystems and processes.

1.2.1 Explain how technology is impacting on marketing theoryand contemporary marketing practice. Show how it is creatingnew ways of doing things.

1.2.2 Assess how organisations can gain competitiveadvantage through the exploitation of technology (e.g.internet, e-marketing, new media, JIT, research methods,mobile telegraphy etc.).

1.3 Identify and explain thevarious businessorientations.

1.3.1 Explain product, production, sales and marketingorientation.

Learning Outcome 2The learner will: Understand the marketing mix concept (7Ps) and its role in the formulation of

an integrated marketing plan in both domestic and international markets.


Indicative Content

2.1 Explain the 4Ps of themarketing mix and applythem in order to achieve

2.1.1 Price.The approaches to price setting, the price/qualityrelationship, price as a segmentation variable, pricediscrimination, promotional pricing and the communication role


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the marketing planobjectives.

of price.

2.1.2 Promotion.The formulation of communication plans andprogrammes for products, services and organisations indomestic, international and global markets. The communicationmix elements, models and frameworks and how to measure andevaluate the performance of campaigns and othercommunication activities. Explain new media and show how itcan be used to advantage.

2.1.3 Place.The evaluation of channel and physical distributionpolicies and the key concepts and models at both domestic andinternational levels. This includes; channel choice, level ofmarket exposure, selection of intermediaries, channel conflictand co-operation, wheel of retailing, service elasticity and thecomponents of a business logistics system. Show howtechnology is changing some traditional distribution methodsand explain intermediation and disintermediation.

2.1.4 Product.Evaluate product/service decisions and relatethem to the product/service life cycle and the new productdevelopment process (NPD).

2.2 Explain and apply the3Ps of service marketingand show how they differfrom product marketing.

2.2.1 Explain how to implement decisions relating to physicalevidence, process and people in relation to the servicemarketing mix. Show why service marketing is so importanttoday.

2.3 Examine and applyservice/quality models toservice marketing issues.

2.3.1 Appreciate that central to any service product is theservice encounter between the provider and the customer. Beaware how service quality can be measured and in particular

show an understanding of the GAPs model and the SERVQUALframework.

Learning Outcome 3The learner will: Know how to formulate and evaluate marketing plans at domestic and

international levels.


Indicative Content

3.1 Explain the need formarketing planning.

3.1.1 Explain how to develop creative and imaginativecompetitive strategies. Understand competitive positions(leader, follower, challenger, nicher and defensive).

3.2 Identify and apply thekey analytical tools andframeworks related to themarketing planningprocess.

3.2.1 Explain and apply a range of analytical tools andframeworks in a creative manner associated with marketingplanning.


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3.3 Create marketing plansand describe and apply allthe elements of themarketing planningprocess.

3.3.1 Explain the need for the marketing plan and itsrelationship with the overall strategic business plan andappreciate the concept of a hierarchy or cascade of plans.

3.4 Explain how marketingplans are monitored,measured and controlled.

3.4.1 Explain that plans are usually measured against setobjectives. Show the importance of investigating any deviationfrom the objectives so that corrective action can be taken.

3.4.2 Illustrate how organisations measure performance byusing appropriate models, frameworks and systems (e.g. thebalanced scorecard, management by exception etc.).

Learning Outcome 4The learner will: Understand the role of information and research in marketing decision

making and the influence technology has had on these activities in recentyears.


Indicative Content

4.1 Explain and discussthe market researchprocess, the techniquesused and how marketresearch is conducted.

4.1.1 Explain and discuss the market research process, thetechniques of marketing research and planning and how toconduct market research.

4.1.2 Discuss the nature of the marketing research process andthe stages in the marketing research process.

4.1.3 Explain the sources of secondary data and the methods ofcollecting primary data: interviews, surveys, observations,experimentation and the internet.

4.2 Explain the role ofinformation in themarketing planningprocess and describe thenature, role and function ofmarketing informationsystems.

4.2.1 Explain the role of information in the strategic planningprocess. Define markets, and describe how a competitiveadvantage can be gained through the use of marketinginformation.

4.2.2 Describe the nature, role and function of a marketinginformation system (MkIS), its component parts, and how itmight be implemented.

4.3 Explain anddemonstrate how newtechnologies havechanged traditional marketresearch practices.

4.3.1 Assess the creative possibilities of using the internet,mobile phones, interactive television, databases and relatedtechnologies in marketing practice.

4.3.2 Explain how new technologies have formed the platform


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for the e-marketing and e-commerce revolution and their impacton marketing and business.

4.3.3 Describe how the developments in technology allowmarketers to be more customer-focused and reactive tocustomer needs.

4.3.4 Demonstrate how database marketing and data mininghave improved the accuracy and efficiency of many marketingoperations (e.g. direct mail, internet, advertising, JIT and CRM).

Learning Outcome 5The learner will: Understand the macro and micro environmental factors affecting marketing

decisions and how to conduct environmental scanning and external audits.


Indicative Content

5.1 Identify and assess theimportance of macro andmicro environmentalfactors.

5.1.1 Explain the forces affecting all organisations in a market:political, legal, regulatory, societal/green, technological andeconomic/competitive.

5.1.2 Explain the more company-specific forces reflecting thenature of the business, its suppliers, marketing intermediaries,buyers, competitors and its public.

5.1.3 Explain how to conduct competitor analysis and examinecompany strengths and weaknesses.

5.2 Explain how theenvironment impacts onstrategic marketingdecisions.

5.2.1 Explain that failure to recognise changes in environmentalforces leaves an organisation unprepared to capitalise onmarketing opportunities or to cope with the threats created bythese changes.

5.3 Describeenvironmental scanningand external audits andexplain how they areundertaken.

5.3.1 Explain the process of collecting information about themarketing environment to help marketers identify opportunities,prepare for impending threats and assist in marketing planning.


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Learning Outcome 6The learner will: Understand consumer and organisational buyer behaviour and the main

influences at individual, household and organisational level.


Indicative Content

6.1 Explain the differenttypes of consumer buyingbehaviour, the variousfactors that affectconsumer behaviour andhow knowledge ofconsumer behaviour canbe used in marketingpractice.

6.1.1 Explain the different types of consumer buying behaviour.6.1.2 Describe the various factors that affect consumerbehaviour: personal, social, psychological.

6.1.3 Explain the importance of understanding consumerbehaviour and the use of this knowledge in marketing practice.

6.2 Explain the differenttypes of organisations andthe main characteristics oforganisational buying andorganisational demand.

6.2.1 Show knowledge of the different types of organisations.

6.2.2 Appreciate the characteristics and differences betweenB2B and consumer behaviour.

6.2.3 Show all the main characteristics of organisational buyingand organisational demand, often derived demand.

6.3 Explain the concepts ofthe buying centre and thedecision-making unit andthe sequential nature oforganisational decisions.

6.3.1 Discuss the nature of the exchange process betweenindustrial/organisational buyers and sellers, and the factorsaffecting the buying decision process.

6.3.2 Develop an understanding of segmentation, selecting andtargeting in B2B markets.

Learning Outcome 7The learner will: Understand segmentation targeting and positioning tools and techniques and

be able to develop and implement STP strategies in an appropriate andcreative manner.


Indicative Content

7.1 Explain the nature androles of segmentation,targeting and positioning inconsumer, business tobusiness and internationalmarkets.

7.1.1 Explain the concept of segmentation and assess thevarious bases for market segmentation.

7.1.2 Explain how target markets are selected and distinguishbetween undifferentiated, differentiated and concentratedmarketing policies.

7.1.3 Describe the concept of positioning and the applicationof appropriate strategies. Demonstrate skills in perceptualmapping and multi-dimensional scaling in product and service


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l5 Marketing Policy Planning Communication