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Implementing Marketing
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Shubham Mishra
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Implementing
Marketing
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WORK SUBMITTED AFTER THE DEADLINE WILL BE CONSIDERED FOR PASS ONLY

Declaration: I confirm that this assessment is all my own work and

that it conforms to the course policy on plagiarism as stated in the
course handbook.

UNIT: IMPLEMENTING THE MARKETING MIX

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You are a marketing adviser in a marketing agency. You have two clients in two different
organizations, which are in different sectors.

Organization A, (in the private sector), has asked you to design and implement a marketing
campaign in order to launch a new product. This is to be launched in the UK and also
abroad. In the UK it wants to aim its product at two different segments but wants you to
decide which segments are most suitable. You will therefore have 3 different versions of
the campaign (i) UK segment 1, ii) UK segment 2, iii) abroad.

Organization B, (in the Not for Profit Sector), has asked you to design and implement
a marketing campaign in order to launch a new service. It is very keen to ensure that it fully
exploits developments in ICT in order to have a successful campaign (it includes the
internet, e-mail and social media under ICT.

You have carried out market research and have identified what needs to be done to
successfully launch both the product and the service

You need to prepare a report for your line manager, setting out in detail all the elements of
the marketing mixes that you will put into place for Organization A and B, in order to
achieve a high level of sales/service uptake for both. You may give your Organizations a
suitable name and specify exactly what they do.

Marketing Mix
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1. Describe briefly the different elements of the extended marketing mix (LO 1.1)

Explain with reference to your product and service for each campaign (4 campaigns in total),
how you will combine these elements for a successful launch/relaunch. (LO 1.2; 3.1)

1. Explain for each campaign why you have particularly focused on certain elements of
the marketing mix, with reference to which elements are more suited to products than
services. (LO 1.3, 3.1)Explain and analyse the differences between your campaigns for
Organisation A in the UK, for the different segments (LO 2.1)

Explain and analyse the differences between your campaign for Organisation A, for both
the UK market and your campaign for abroad. (LO 4.1)

1. Discuss the role of ICT in marketing, highlighting recent developments. (LO 5.1)

1. Evaluate the likely success of ICT as used in your campaign for Organisation B (LO 5.1)

1. Assess how future trends and challenges in ICT might affect all of your campaigns in
the future. (LO 5.2)

TASK INSTRUCTIONS AND GUIDANCE

This is an opportunity to demonstrate your overall understanding of the extended marketing

mix and how it is applied in:

Different countries

Different segments (eg mothers of young children, empty nesters, silver surfers)

Different contexts or sectors eg business to business, Not for Profit sectors, small and
medium enterprises (SMEs)
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You will need to select a product for Organisation A and a service for Organisation B and
then design the campaigns for them as requested. You may either design a new product/service,
or if you prefer think of an existing product/service and plan campaigns to relaunch them.

You need to explain the 7Ps and specify which apply particularly to the supply of
products and which to services

You will need to explain the different campaigns. For Organisation A, you will need a
central campaign, which you will adapt for the two different segments in the UK and also adapt
for the non-UK campaign. You should state which other country you wish to launch in, so that
your campaign can be targeted to that country. For Organisation B you will need to be aware of
its Not-for Profit status. Be realistic in all cases about budgets.

You can use an Appendix in your Report to set out details of your Campaigns perhaps
with illustrations to support your answers. This will not count towards your Word Count.

Think about different aspect of the Ps such as:

Product tangibles, intangibles, core, actual, extended, product classifications,

product life cycle, adoption process, new product development, role of packaging

Price pricing decisions, cost, prices, breakeven analysis, customers,

competitors, supply & demand, pricing strategies

Place marketing channels, logistics

Promotion communications process, the promotion mix, advertising, sales

promotion, sales, direct marketing, sponsorship, public relations, managing & planning the
promotional mix, budgets, evaluation & control.

Consider the extended marketing mix characteristics of service, intangibility,

perishability, inseparability, variability, ownership, extended mix variables, people, process,
physical evidence

Grading information for this assessment

Grade
descriptor: 2, Application of Knowledge

For a pass you Meet the assessment criteria to achieve

should: the learning outcomes for the unit.

For a merit your Make use of relevant facts with very

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work: good levels of analysis.

For a distinction Make use of relevant facts with

your work: excellent levels of analysis.

What this means is that you can use

relevant facts in your answers;
Additional analysing any differences and
Guidance notes similarities that exist.

Grade
descriptor: 4, Use of information

For a pass you meet all the assessment criteria to achieve the learning outcomes for the
should: unit.

For a merit
you should: identify new information from sources which are generally appropriate.

For a
distinction you
should: identify new information from sources which are consistently appropriate.

Additional What this means is that you can research for yourself and work with new
Guidance information. You can identify this information; you can use it effectively
notes and it is appropriate to the topic.

Grade
descriptor: 7, Quality

For a pass meet the assessment criteria to achieve the learning outcomes for the
you should: unit.

For a merit
your work
should: be structured in a way that is generally logical and fluent.

For a be structured in a way that is consistently logical and fluent.

distinction
your work
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should:

Use class notes, online research and text books to provide a structured
Additional and complete answer within the word count restrictions. Content,
Guidance structure, grammar, spelling and adherence to word count are all equally
notes important.

STUDENT FEEDBACK:

Learning outcome Comment

1.1 Describe the different

elements of the extended
marketing mix.

1.2 Assess how these

elements work together for
effective marketing.

1.3 Explain the differences in

marketing products and
services
2.1 Recommend marketing
mixes for two different
segments

3.1 Recommend marketing

mixes for two different
contexts.
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4.1 Recommend marketing
mixes for two different
countries

5.1 Analyse the use of ICT in

marketing

5.2 Assess how future trends

and challenges in ICT will
affect marketing.
Performance against descriptor

Grade Descriptor Tutor Comments (P/M/D)

1. Application of
Knowledge

4. Use of
information

7. Quality
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Quality of work including spelling, grammar, punctuation, vocabulary and referencing:

General comments including commitment, effort and advice for improvement: