Scenario: Starbucks Case Study, A Crisis of Connection. Starbucks, once celebrated as a welcoming “third place” between home and work, is facing a serious decline in both customer goodwill and sales. Once defined by warmth, personalization,
10 min read Large, medium and small businesses that operate globally, internationally or locally have at least one thing in common – they all use marketing to influence us to engage with their products and/or services. Whether this means becoming a loyal customer buying a product and service or donating to a charity, organisations use a range of marketing techniques and tools to inform and influence people.
This unit is designed to introduce students to the dynamic world of the marketing sector and the wealth of exciting career opportunities available to support their decision making in their career choices. Students will have the opportunity to learn about the competencies and behaviours required by employers to work in the marketing sector. They will be introduced to the key principles of marketing, enabling them to develop a marketing plan and to employ elements of the marketing mix to achieve results. They will study the underpinning theories and frameworks of marketing while relating them to real-world examples, including products and services that they encounter in their daily lives.
The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities, whether these are setting up their own business or employment in an organisation.
Learning Outcomes
By the end of this unit a student will be able to:
LO1 Explain the role of marketing and how it interrelates with other business units of an organisation
LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives
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.
Assignment Title: Understanding the Marketing function to create a strategic Marketing and Media Plan.
Task A: Submission |
This submission The exam will be If you were to fail The |
Unit Learning |
LO1 Explain the LO2 Compare |
Assignment Brief and Guidance |
Scenario: Starbucks, once According As CEO At Sources:
Activity: In order to complete the activities of this You are required to critically analyse the This analysis should adequately cover the Further to the above, you need to evaluate the |
Task |
This submission will be in the form of an individual The recommended length of this submission is 2500- 3000 Where appropriate, |
Unit |
LO3 Produce a LO4 Develop a |
Assignment |
Activity: You must produce
Following your |
Learning Outcomes and Assessment Criteria | ||
Pass | Merit | Distinction |
LO1 Explain the role of |
D1 Critically analyse the | |
P1 Explain the concept of P2 Explain how the marketing | M1 Analyse the role of M2 Analyse the significance | |
LO2 Compare ways in which |
D2 Evaluate strategies and | |
P3 Compare the ways in which | M3 Review strategies and | |
LO3 |
D3 | |
P4 Develop | M4 Produce | |
LO4 Develop a media plan to support a marketing |
D4
| |
P5 Produce | M5 Create | |
|
Achievement of a Pass grade
A student must have satisfied all the Pass criteria for the learning outcomes, showing coverage of the unit content and therefore attainment at Level 4 or 5 of the national framework.
Achievement of a Merit grade
A student must have satisfied all the Merit criteria (as well as the Pass criteria) through high performance in each learning outcome.
Achievement of a Distinction grade
A student must have satisfied all the Distinction criteria (as well as the Pass and Merit criteria), and these define outstanding performance across the unit as a whole.
ALL GRADES ARE PROVISIONAL UNTIL INTERNALLY VERIFIED AND UNTIL EXTERNALLY CERTIFIED BY EDEXCEL.
THIS MEANS THAT A GRADE CAN BE CHANGED AT ANY POINT UNTIL EDEXCEL CERTIFIES IT
As per Pearson policy, you are only allowed two submissions per module. One for final submission and another one for referral. Failure to achieve a grade pass after a second submission will result in you having to repeat the module in the next term.
Any re-submission or late submission (unless authorised due to mitigating circumstances) will be capped at a PASS grade only
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· Present your work in one academic style which should include a cover page, table of contents, introduction, conclusion, reference list, foot or end notes and appendices, if any.
· Include the reference code of this assignment on your assignment submission front page.
· Sign the Learner’s Statement of authenticity in the cover page. Failure to do so will result in the submission being declined.
· Spell-check the document and make sure there are no grammatical errors as it may result in the submission being declined.
· Complete all the tasks in a Holistic manner as set in the brief and without separating the assessment criteria to avoid a potential referral.
· Create your own titles and sub-headings to structure the work without copying the assessment criteria verbatim.
· Produce clear specific reasoning and arguments in support of your answers.
· Submit your work in a single WORD processed document of not more than 5000 words for all learning Outcomes. This word limit is only for guidelines and is not applied to grading. PDF and other types of files are not accepted.
· You must include a bibliography at the end to show where your information was sourced. Failure to do so may result in the submission being declined
· Your sources must be identified using the Harvard referencing system. The words used in your bibliography will not be included in your word count.
· You must use Arial, size 12, 1.5 line spacing and black to format the text.
To access any feedback (formative/summative) you will have to access Moodle and open your assignment. You will have to click on the blue comment box in the right hand side and the feedback will appear within the text. You might have to click on the blue bubbles to see the feedback
