marketing principles

TABLE OF CONTENT
–    1 PART 2500 WORDS
1 / INTRODUCTION
–    DEFINE FOR WHAT YOU ARE GOING TO TALK ABOUT
–    SHOW WHAT YOU ARE TRYING TO DO WITH YOUR TOPIC- YOUR DIRECTION
–    SHOW WHAT YOU ARE GOING TO COVER

2/ CONCEPT AND PROCESS OF MARKETING (L.O. 1.1)
2.1 / Explain various process of the marketing process
– Definition of marketing
– define and briefly explain marketing process
– name the well known analyses and models used in marketing ( PEST,PORTER 5 FORCES, etc)
3 / EXPLAIN THE BENEFITS AND COSTS OF A MaRKETING ORIENTATION ( FOR A SELECTED ORGANISATION) ( L.O. 1.2)
–    Briefly define four concepts or orientation when presenting a product to the customers ( Production/Product/Sale/Marketing )
–    Explain benefits and downsides of a marketing orientation for a selected organisation .

PART A: MARKETING AUDIT

4/ MACRO AND MICRO ENVIRONMENT ANALYSIS FOR A SELECTED ORGANISATION
1.1-    Briefly define macro and micro ( external and internal ) environment (L.O. 2.1)
1.2-    Use tools and techniques to analyse macro and micro environment to the selected organisation ( PESTLE; Porter 5 Forces , 5Ms & Core Competencies ) L.O. 2.1
5/ SUMMARIZE YOUR FINDINGS BY SWOT ANALYSIS ( L.O. 2.1 )
6/ USE CONCEPTS OF SEGMENTATION/ TARGETING / POSITIONING
6.1- indentify ONE product or service that can be market to TWO different segments ( justify your reason for the purposed segmentation criteria ) ( L.O.2.2 )
6.2- choose market coverage strategy for the chosen product/service (Differentiated, Undifferentiated or Concentrated Strategy) ( L.O. 2.3 )
6.3- Define your target market ( L.O.2.3)
6.4- Discuss the buyer behaviour in relation the segmentation criteria you have indentified. Explain how buyer behaviour affects marketing activities in different buying situation L.O.2.4
6.5- Indentify positioning options for your selected product/service (L.O.2.5)
PART B MARKETING PLAN
7/ EXPLAIN 4 Ps
7.1- focus on one of the strategy in Ansoff Matrix (L.O. 3.1)
– ( market stimulation/ Product development/ market development/ diversification)
– provide justification and an explanation with reasons for the chosen strategy
7.2- explain product element of the marketing mix L.O. 3.1
– develop a product to sustain competitive advantage.
– explain augmented product and importance of product design/quality/features/branding and packaging
7.3- explain distribution elements of the marketing mix (L.O. 3.2)
– explain the importance of distribution to provide customer convenience (Direct/Indirect distribution )
7.4- explain price element of the marketing mix (L.O. 3.3)
– briefly define different pricing strategies
– by considering organizations objectives and marketing conditions, identify a pricing strategy for the selected product/ service and justify your reason .
7.5- explain the promotional element of the marketing mix (L.O.3.4)
– describe different promotional mix strategies (eg personal selling , advertising, direct marketing etc.)
7.6- by considering the above explanations, plan and recommend separate marketing mixes for the two different segments you have identified in L.O. 2.2 (L.O. 4.4 )
8/ EXPLAIN AND ANALYZE EXTENDED MARKETING MIX (L.O. 3.5)
–    Identify and define extended marketing mix elements
–    Plan extended marketing mix of the selected organisation

9/ BUDGET
Summarize your findings by providing an advertising plan ( Plan a promotion, estimate budget and timescale of the promotion)
10/ EVALUATION
Evaluate your marketing plan . should cover ;
–    Summary of the marketing plan
–    Benefits and drawbacks of the marketing plan
–    Further recommendations

11/ CONCLUSION
Summarize the major inferences that can be drawn from the information presented in the report. Do not introduce any new material
REFERENCES
Follow Harvard referencing
Show evidence of further reading

2nd PART
ASSAY QUESTIONS – USE AT LEAST 500 WORDS FOR EACH ONE
Q1 / Explain differences between marketing a product and services to the customer and an organisation
Q2 / Explain differences between international and domestic marketing. Suggest and implement a marketing strategy to market aboard.

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