1. Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix.

The primary theme of the paper is 1. Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix. in which you are required to emphasize its aspects in detail. The cost of the paper starts from $79 and it has been purchased and rated 4.9 points on the scale of 5 points by the students. To gain deeper insights into the paper and achieve fresh information, kindly contact our support.



Semester:	E16

Module Code:	MCOM4040

Module Title:	Marketing and Communications

Programme	BSc (Hons)

Level:	Level 4


Format: Report	Part 1: Individual – Marketing Plan
	Part 2: Individual – Communication Plan

Any special	All work should be submitted on the Student Portal along with an
requirements:	acceptable Turnitin Report

Part 1 - Word Limit:	Part 1 – Marketing Plan (50%) 2000 words
	TO BE SUBMITTED UNDER REPORTS SECTION ON PORTAL
Part 2 - Word Limit	Part 2 – Communication Campaign (50%) 500 words and Poster
(including visual)	TO BE SUBMITTED UNDER ASSIGNMENT SECTION ON PORTAL



Learning outcomes to	At the end of this module students will be expected to be able to:
be examined in this	1. Identify and explain the marketing concept, the marketing mix and
assessment	the components of the marketing communications mix.
	2. Explain the relationship between the marketing environment, its
	impact upon organisational decision making and consumer behaviour.
	3. Discuss the factors that determine competitive advantage within
	organisations
	4. Explain key theories, concepts and models underpinning business
	communication to create effective communications.
	5. Examine and discuss organisational issues and challenges that
	impact on the effectiveness of business communication through the
	use of pre-defined criteria to assist in improving communication within
	the organisation.
	6. Demonstrate an application of concepts and techniques related to
	business communication processes used within the workplace.

Percentage of marks	This assignment is worth 100% of the total marks for the module.
awarded for module:

	Page 1 of 6

Part 1

Individual - Marketing Plan (2000 words)

Scenario

The Institute of Grocery Distribution defines ethical consumerism “as the practice of purchasing products and services produced in a way that minimises social and/or environmental damage, while avoiding products and services deemed to have a negative impact on society or the environment.” (http://www.igd.com/ accessed 2016).

On 2014, a special report on supermarkets ethical and environmental practice for 11 supermarkets reported that Asda is the least ethical, followed by Lidl and Morrison whilst the Co-op, Marks &Spencer and Ocado were the most ethical. The five categories used for rating the sales of the ethical products sold in the store are environment, animals, people, politics and product sustainability. (http://www.ethicalconsumer.org accessed 2016).

Students are required to develop a marketing plan for one of the organisations in the above scenario (one of the least ethical: Asda, Lidl, Morrison or one of the most ethical: Co-op, Marks & Spencer, Ocado).

The objective is to identify a new strategy to either maintain (if most ethical) or improve (if least ethical), the organisations ethical position and then prepares a marketing plan to support the new strategy.

The marketing plan should follow the following structure:

Executive Summary
Company Overview
Current Marketing Situation Analysis
Objectives
Strategy & Segmentation, Targeting and Positioning (STP)
Tactics & Action
Budget
Control
Conclusion / Recommendation
References
Appendix

Part 2

Individual – Communication Campaign (A4 Poster and 500 words rational)

In order to communicate the new strategy that relates to the chosen organisations ethical vision, students are required to prepare:

A visual illustration (an A4 poster supported by texts and images) following the guide below:

The content of the poster should be appealing to both internal and external stakeholders (i.e. employees as well as customers).
The content must include Image/s and brief written message/s that communicate the proposed strategy and capture the attention of the intended audience.

A rational to support the communication campaign (the poster) which should:

Include an explanation of how the promotional mix theory can generally be used to decide selection of a communication channel.
Describe the target audience and the response sought in relation to the new strategy.
Apply / use a marketing theory such as ‘AIDA’(Attention, Interest, Desire, Action) or ‘DRIP’ (Differentiate, Reinforce, Inform, Persuade) to explain how the poster created will achieve the objectives set.
Academic references must be included in the rational

1. Identify and explain the marketing concept, the