Marketing Process and Planning Report Assignment Task | CLC

Introduction

Introduce the chosen company (Task 1). Briefly state the purpose of the report (explaining marketing, comparing with competitors, creating a marketing plan, and developing a media plan).

Task 1 – The Role of Marketing & Interrelationships (LO1)

Covers P1, P2, M1, M2, D1

Concept of Marketing (P1) Define marketing (CIM & AMA definitions).

Explain marketing operations: market research, segmentation, targeting, positioning, branding, promotion, customer relationship management. Current and future trends (e.g., digitalisation, AI in marketing, sustainability, influencer marketing).

Marketing in the Wider Organisational Context (P2)

Explain how marketing contributes to achieving overall goals (e.g., revenue, brand equity, growth). Show its connection to business strategy.

Role & Responsibilities of Marketing Personnel (M1)

Marketing manager, brand manager, market analyst, social media manager, etc. Their roles in understanding customer needs, creating value, and driving demand.

Interrelationship with Other Departments (M2)

• Marketing ↔ Sales (lead generation, promotions).
• Marketing ↔ Finance (budgeting, ROI).
• Marketing ↔ HR (employer branding, training for customer service).
• Marketing ↔ Operations (supply chain, new product development).

Critical Analysis of Internal & External Environment (D1)

Use SWOT (internal) + PESTLE (external) for the chosen company. Critically analyse how these influence marketing functions.

Task 2 – Marketing Mix Comparison (LO2)

Covers P3, M3, D2

Choose Two Companies Example: Coca-Cola vs Pepsi (beverage sector), or Nike vs Adidas (sportswear).

One must be the company you used in Task 1.

Comparison of 7Ps (P3)

Product, Price, Place, Promotion, People, Process, Physical Evidence. Compare how both companies apply these in their marketing strategies.

Review of Strategies & Tactics (M3)

Show how tactical approaches (discounting, influencer marketing, sponsorships, CSR campaigns) help achieve objectives.

Evaluation (D2)

Critically evaluate which company uses the mix more effectively and why. Link to long-term sustainability, customer loyalty, and innovation.

Task 3 – Marketing Plan (LO3)

Covers P4, M4, D3

Develop a Marketing Plan for a New Product/Market of your chosen company. Situation Analysis: Internal (SWOT) & External (PESTLE). Competitor analysis. Marketing Objectives (SMART) Example: Increase market share by 10% in 12 months. Improve customer engagement on social media by 25%. Segmentation, Targeting, Positioning (STP): Define target audience. Positioning strategy.

Tactical Marketing Mix (P4 & M4)

Explain how the 7Ps will be applied to the new product. Integration with overall business goals.

KPIs & Measurement (D3)

Sales growth, website traffic, social media engagement, and ROI on campaigns.

Task 4 – Media Plan (LO4)

Covers P5, M5, D4 Media Objectives: Increase awareness, generate leads, boost sales.

Media Strategy & Recommendations (P5)

Select digital (SEO, PPC, social media ads), offline (print, events, radio), and social media (Instagram, TikTok, LinkedIn). Provide rationale for selection.

Integrated Multimedia Plan (M5)

Show how all chosen channels complement each other. Example: Instagram ads drive traffic → Website landing page → Email follow-up → In-store promotions.

Justification with Budget & Criteria (D4)

Justify based on qualitative criteria (brand image, engagement) and quantitative criteria (reach, cost-per-click, ROI). Provide a sample budget breakdown.

Conclusion

Summarise findings from all tasks. Highlight the importance of marketing in organisational success.