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Unit 19: Marketing Planning
Unit code: Y/601/1259
QCF level: 5
Credit value: 15 credits
• Aim
The aim of this unit is to provide learners with the understanding and skills to develop marketing
plans that meet marketing objectives, and meet the needs of the target market.
• Unit abstract
Effective planning is essential for any marketing activity to ensure that an organizationrealizes itsmarketing objectives. Without planning, marketing activity can be inappropriate and wasteresources and opportunities.
This unit introduces learners to different ways of auditing, to looking at how internal and externalfactors can influence marketing planning for an organization, in order to build up a picture of themarketplace.
Learners will gain an understanding of the main barriers to marketing planning, the effects ofbarriers, and how these can be avoided or overcome.
Ethical issues in marketing are important in terms of how an organization and its products areperceived by customers and employees, and can affect the overall ethos and ultimate success ofthe organization. This unit will enable learners to investigate and examine how exemplarorganizations have been affected by ethical issues, how they deal with them, and how ethicalissues should be taken into account when developing marketing plans.
On completion of this unit learners will be able to produce a marketing plan for a product, aservice or an organization that is realistic, in terms of objectives and resources, and effective interms of the current situation in the marketplace.
• Learning outcomes
On successful completion of this unit a learner will:
1 Be able to compile marketing audits
2 Understand the main barriers to marketing planning
3 Be able to formulate a marketing plan for a product or service
4 Understand ethical issues in marketing.
Unit content
1 Be able to compile marketing audits
Changing perspectives: changing perspectives in marketing planning; market-led strategicchange
Assessment of capability: evaluate issues relating to aspects of competing for the future andbalancing strategic intent and strategic reality
Organizational auditing: evaluating and coming to terms with organizational capability;balancing strategic intent and strategic reality; the determinants of capability e.g. managerial,financial, operational, human resource and intangible (brand) capability; approaches toleveraging capability; aspects of competitive advantage
External factors: approaches to analyzing external factors that influence marketing planning;the identification and evaluation of key external forces using analytical tools eg PEST (Political,Economic, Social, Technological), PESTLE (Political, Economic, Social, Technological, Legal,Ethical), STEEPLE (Social, Technological, Economic, Environmental, Political, Legal, Ethical);the implications of different external factors for marketing planning; Porter’s five forcesanalysis; identifying the organization’s competitive position and relating this to the principalopportunities and threats; market, product and brand lifecycles
2 Understand the main barriers to marketing planning
Barriers: objective/strategy/tactics confusion; isolation of marketing function; organizationalbarriers (organizational culture, change management, ethical issues, behavioral, cognitive,systems and procedures, resources); competitor strategy and activity; customer expectation
3 Be able to formulate a marketing plan for a product or service
The role of marketing planning in the strategic planning process: the relationship betweencorporate objectives, business objectives and marketing objectives at operational level; theplanning gap and its impact on operational decisions
The strategic alternatives for new product development: an overview of the marketingplanning process; SWOT analysis (Strengths, Weaknesses, Opportunities, Threats); objectivesin differing markets, products and services; product modification through to innovation;evaluation of product and market match; use of Ansoff’s matrix; product failure rates andimplications for screening ideas against company capabilities and the market; producttesting; test marketing; organizational arrangements for managing new product development;costs and pricing; encouraging an entrepreneurial environment; the importance of learningfrom failure
Pricing policy: price taking versus price making; the dimensions of price; approaches toadding value; pricing techniques (price leadership, market skimming, market penetrationpricing, competitive market-based pricing, cost-based versus market-oriented pricing); thesignificance of cash flow; the interrelationships between price and the other elements of themarketing mix; taking price out of the competitive equation
Distribution: distribution methods; transport methods; hub locations, break-bulk anddistribution centers; choice of distribution to point-of-sale; distribution and competitiveadvantage
Communication mix: evaluation of promotional mix to influence purchasing behavior; mediaplanning and cost; advertising and promotional campaigns; changes to advertising andpromotional campaigns over the product lifecycle (PLC); sales planning
Implementation: factors affecting the effective implementation of marketing plans; barriers toimplementation and how to overcome them; timing; performance measures (financial, nonfinancial,quantitative, qualitative); determining marketing budgets for marketing mixdecisions included in the marketing plan; methods of evaluating and controlling themarketing plan; how marketing plans and activities vary in organizations that operate in avirtual marketplace
4 Understand ethical issues in marketing
Ethical issues in marketing: ethics and the development of the competitive stance; differentperspectives on ethics in the global marketplace; ethical trade-offs; ethics and managerialcultures
Ethics of the marketing mix: management of the individual elements of the marketing mixProduct: gathering market research on products; identification of product problems andlevels of customer communication; product safety and product recall
Price: price fixing; predatory pricing; use of loss leaders; deceptive pricing; pricediscrimination
Promotion: media message impact; sales promotion; personal selling; hidden persuaders;corporate sponsorship
Distribution: abuse of power eg restriction of supply; unreasonable conditions set bydistributors
Counterfeiting: imitation (fakes, knock-offs); pirate and bootleg copies; prior registration andfalse use of trade names, brand names and domain names
Consumer ethics: false insurance claims; warranty deception; mis-redemption of vouchers;returns of merchandise; illegal downloads, copying and distribution (music, videos, film,software)
Learning outcomes and assessment criteria
Learning outcomes
On successful completion of this unit a learner will:
Assessment criteria for pass
The learner can:
LO1 Be able to compile marketing audits
1.1 review changing perspectives in marketing planning
1.2 evaluate an organization’s capability for planning its future marketing activity
1.3 examine techniques for organizational auditing and foranalyzing external factors that affect marketing planning
1.4 carry out organizational auditing and analysis of external factors that affect marketing planning in a givensituation
LO2 Understand the main barriers to marketing planning
2.1 assess the main barriers to marketing planning
2.2 examine how organizations may overcome barriers to marketing planning
LO3 Be able to formulate a marketing plan for a product or service
3.1 write a marketing plan for a product or a service
3.2 explain why marketing planning is essential in the strategic planning process for anorganization
3.3 examine techniques for new product development
3.4 justify recommendations for pricing policy, distribution and communication mix
3.5 explain how factors affecting the effective implementation of the marketing plan have been takeninto account
LO4 Understand ethical issues in marketing
4.1 explain how ethical issues influence marketing planning
4.2 analyze examples of how organizations respond to ethical issues
4.3 analyze examples of consumer ethics and the effect it has on marketing planning.
