Authorised Assignment Brief 3

Unit Learning Outcomes

LO3 Produce a marketing plan for an organisation that meets marketing objectives.

LO4 Develop a media plan to support a marketing campaign for an organisation.

Transferable skills and competencies developed

• How to plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives.
•  How to evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources.
•  A creative and analytical mind, with a willingness to think of new ways of doing things.
• Research skills for evidence-based decision making.

Vocational scenario

In your role as a Junior Marketing Analyst at the supermarket chain, you have been working hard on preparing the roll out for the new ‘Luxurious’ range of own-brand food products. This product line will be positioned in a distinctive and inviting way that

combines luxury, superior taste and value. Equally, the product line must sit comfortably with other regular and similar food products.

You now need to develop a compelling and creative marketing plan for the new product line. It must clearly articulate a bold marketing strategy and include tactical actions that are clearly aligned to the overall organisational objectives. Your marketing plan also needs to incorporate a media plan as part of the overall marketing campaign.

Recommended resources

Weblinks

Marketing Week. Planning for marketing planning: 14 steps to an effective presentation.

Available at: https://www.marketingweek.com/mark-ritson-marketing-planning-14-steps/

Strategic Marketing Plan Template & Examples. Available at:

https://www.teamgantt.com/marketing-templates/strategic-marketing-plan-template

Get2Growth. Marketing plan example. Available at: https://get2growth.com/marketing-planexample/

Marketing Evolution. What is Media Planning? Available at:
https://www.marketingevolution.com/marketing-essentials/media-planning

HubSpot. Media planning: The Ultimate Guide. Available at:
https://blog.hubspot.com/marketing/media-planning

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