CONTEMPORARY ISSUES AND PRINCIPLES OF MARKETING

OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 5
CONTEMPORARY ISSUES AND PRINCIPLES OF MARKETING
Unit Reference Number A/618/1614
Unit Title Contemporary Issues and Principles of Marketing
Unit Level 7
Number of Credits 20
Total Qualification Time 200
Guided Learning Hours (GLH) 100
Mandatory / Optional Mandatory
Unit Grading Structure Pass / Fail
Unit Aims
The aim of this unit is to develop learners’ understanding of to evaluate the potential impact
of emerging contemporary marketing challenges and apply strategic thinking to develop
future marketing using marketing principles in different contexts. The learner will also learn
marketing concepts and theory in a range of contemporary settings from entrepreneurial
start-ups, industrial manufacturers and global brands, to develop an actionable marketing
plan.
Learning Outcomes –
the learner will:
Assessment Criteria –
the learner can:
1. Understand the role of the
marketing function, leaders
and entrepreneurial
marketing in the success of
an organisation.
1.1 Analyse different concepts and orientations of
marketing.
1.2 Analyse and evaluate the key elements of the
marketing function and how they interrelate with
other functional units of an organisation.
1.3 Analyse the role of leaders and managers in an
effective marketing strategy.
1.4 Evaluate the main dimension of entrepreneurial
marketing.
2. Understand external and
internal environmental audits
for designing marketing
planning.
2.1 Analyse the macro marketing environment and the
competitive environment of an organisation.
2.2 Analyse the internal organisational environment of
an organisation.
2.3 Evaluate the determinants of strategic options for an
organisation.
2.4 Evaluate the role of customer relationship
management in developing an effective marketing
approach.
3. Understand the impact of
strategic marketing options
for marketing planning.
3.1 Develop SMART objectives and key performance
metrics for effective marketing planning.
3.2 Develop a marketing strategy for business growth at
an organisation.
3.3 Develop segments, targeting and brand positioning
for a product or services.
3.4 Develop marketing strategies to build and enhance
customer relations and customer retention.
OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 6
4. Understand the impact of
marketing mix and extended
marketing mix options for
products and services.
4.1 Analyse the process of a new product or service
development.
4.2 Design a distribution strategy for a product or
service development.
4.3 Evaluate pricing strategies and methods for product
or service development.
4.4 Develop an integrated marketing communication
campaign for a product or service development.
4.5 Evaluate the role of the extended marketing mix in
the marketing of services.
Scenario
You are required to choose a Small and Medium Enterprise (SME) in your country on which
to base your assignment. You are advised to check with your tutor that your choice is
appropriate.
You are recently appointed as a Marketing Manager by your chosen SME.
The company’s management team wants you to revamp and design an effective marketing
plan for the company’s success in a contemporary changing market environment.
The management team has assigned you the following tasks and you will be required to
report back to them.
Task 1 of 2 – Marketing Essay (ACs 1.1, 1.2, 1.3, 1.4)
Write an essay related to the significance of marketing and the role of different functions and
leadership etc in effective marketing. Your essay should answer each of the points with
logical arguments, examples, marketing concept application and analysis using the situation
of your chosen SME organisation.
Instructions
Write an essay that will address the following points:
1. Analyse different concepts and orientations of marketing.
2. Critically analyse and evaluate the key elements of the marketing function and how
they interrelate with other functional units of your chosen organisation.
3. Analyse the role of leaders and managers in an effective marketing strategy at the
chosen organisation.
4. Evaluate the main dimension of entrepreneurial marketing using examples from your
chosen organisation
Delivery:
 1x Marketing Essay
Submission:
 1x Marketing Essay – 1000 words excluding TOC, diagrams, references and
appendices
Referencing:
 You should use and cite a range of academic and reliable sources.
 A comprehensive Harvard style reference list must be included at the end of the
work.
Task 2 of 2 – Marketing Management Report
OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 7
You are tasked with writing a marketing planning report. Each task must be answered with
examples, application and analysis of theoretical concepts using your chosen SME
organisation.
Instructions
The following requirements need to be addressed when preparing the report:
Section A (ACs 2.1, 2.2, 2.3, 2.4)
1. Critically assess the macro marketing environment and the competitive environment
of the chosen organisation.
2. Analyse the internal organisational environment of the chosen organisation.
3. Critically evaluate the determinants of strategic options for the chosen organisation.
4. Evaluate the role of customer relationship management in developing an effective
marketing approach at the chosen organisation.
Section B (ACs 3.1, 3.2, 3.3, 3.4)
1. Develop SMART objectives and key performance metrics for effective marketing
planning for the chosen organisation.
2. Develop a marketing strategy for business growth at the chosen organisation.
3. Develop segments, targeting and brand positioning for a product or services for the
chosen SME organisation.
4. Develop marketing strategies to build and enhance customer relations and customer
retention for the chosen SME organisation.
Section C (ACs 4.1, 4.2, 4.3, 4.4, 4.5)
1. Analyse the process of a new product or service development at the chosen
organisation.
2. Design a distribution strategy for a product or service development for the chosen
organisation.
3. Evaluate pricing strategies and methods for product or service development for the
chosen organisation.
4. Develop an integrated marketing communication campaign for a product or service
development for the chosen organisation.
5. Evaluate the role of the extended marketing mix in the marketing of services of the
chosen organisation.
Delivery:
 1x Marketing Management Report
Submission:
 1x Marketing Management Report – 3500 words excluding TOC, diagrams,
references and appendices
Referencing:
 You should use and cite a range of academic and reliable sources.
 A comprehensive Harvard style reference list must be included at the end of the
work.
Evidence to be submitted:
OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 8
 Marketing Essay – 1000 words
 Marketing Management Report – 3500 words
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