Marketing Essentials: Unit 2
    Unit code R/508/0486             Unit type: Core Unit               level 4 Credit value 15              TQT 150  
    Unit Description
    Introduction 
    This unit is designed to introduce you to the principles of marketing, enabling you to 
    develop a basic marketing plan and to employ elements of the marketing mix to achieve 
    results. 
    Learning Outcomes:
    By the end of this unit you will be able to: 
    1 Explain the role of marketing and how it interrelates with other functional units of an 
    organisation. 
    2 Compare ways in which organisations use elements of the marketing mix (7Ps) to 
    achieve overall business objectives. 
    3 Develop and evaluate a basic marketing plan. 
             Lesson Content 
   
     LO3 Develop and evaluate a basic marketing 
    plan. 
   
    The links between marketing plans, marketing objectives and 
    marketing strategies. 
   • An overview of the marketing planning process (analysis, 
   planning, implementation and control) and marketing strategy.
   • Setting goals and objectives. 
   • Situational analysis tools and techniques. 
   • Group discussion – explain how strategy is implemented and 
   monitored
                    Marketing Plans/Process
                   P          L         A         N S
                PURPOSE    SITUATION   AIMS     TURNING       THE      SUMMARY 
                 AND       ANALYSIS     AND      STRATEGY   BUDGET       AND 
                MISSION              OBJECTIVES                       TIME FRAME
                                      STRATEGY    INTO 
                                                 ACTION
                                                   MIX
             Situational Analysis
    Current Product Analysis Boston Matrix
    Target Market- mass or niche/perceptions/segments
    Competitor Analysis –Porter
    Economic and Social PESTLE
    Strengths and Weaknesses SWOT  
    Situational Analysis: Steve Jobs on Competitor Analysis   ...
            http://www.youtube.com/watch?v=uQ-G99rh0p8
           Strategy
  • What can we do to meet our objectives?
  • How can we measure success?
  • Strategy: The big picture approach   
   http://www.youtube.co...
    http://www.youtube.com/watch?v=4UBWlCtlFQ0
  • Boston Matrix/Ansoff analysis
  • Helps examine products and markets.
  •  Product Portfolio Analysis - New Products/New  
   Markets