Download Marketing Practice Toolbox - Part 4 - Level 5

Pearse Park College of Further Education
Assessment Brief
FETAC
Marketing Practice
(5N1400)
Assessment Brief
Assignment 2: Marketing Plan
Class:
Business 1
(FETAC)
Date handed out: 28/02/2013
Tutor: Patrick O’Murphy
Submission date: 24/04/2013
Student Brief
Within Marketing, the design and management of the Marketing Mix (the 4Ps, Product, Price,
Promotion and Place) to the benefit of the organisation is central to the success or failure of an
organisation. The design of the Marketing Mix for a specific product (service or physical good or
combination) must be appropriate to the product, its target market, its business environment,
the level and type of competition, and the objectives of the organisation. The elements of the
Marketing Mix chosen must be consistent with each other. This assignment is designed to
improve your knowledge of the Marketing Mix, by getting you to investigate and analyse the
Marketing Mix in relation to one specific product (service or physical good or combination).
Tasks
1. Develop a structured Marketing Plan for one product (service or physical good or
combination) of your choice.
Within the Marketing Plan, the following issues must be included:
- investigate and analyse all elements of the Marketing Mix (the 4Ps, Product, Price, Promotion
and Place) for your chosen product,
- examine the Product Life Cycle of a range of products (minimum: 2), including the role of New
Product Development, design, packaging and branding,
- explore elements of the Promotional Mix (Marketing Communications), to include budget,
appropriate mix for different products (services and goods), and the effectiveness of different
promotional strategies,
- investigate and analyse all elements of the Promotional Mix (Marketing Communications), and
apply the Promotional Mix to develop a Promotional Plan for the chosen product,
- examine the role of Distribution (4ps – Place) in the Marketing Mix, to include the types of
distribution channels, and the selection of appropriate distribution channels,
Module: Marketing Practice (5N1400)
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Pearse Park College of Further Education
Assessment Brief
- evaluate the effectiveness of Marketing Strategies for your chosen product, including the
influence of Branding, the Pricing Strategy, the Promotional Mix and Distribution Strategy,
The information and final piece of work should be structured, interpreted and applied correctly,
and should include a comprehensive analysis of all elements of both the Marketing Mix and the
Promotional Mix.
Marking Scheme
Criteria
Comprehensive analysis of all elements of the Marketing Mix.
Comprehensive analysis of all elements of the Promotional Mix.
A structured Marketing Plan
Information structured, interpreted and applied correctly
Total
Marks
10
10
5
5
30
I hereby confirm that the submitted assessment is all my own work:
Signed:
Module: Marketing Practice (5N1400)
Date:
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