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.