Marketing Planning and Practice
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Marketing Planning and Practice UMKDQD-15-2 Week 2 Tutorial
Presented by
MPP Teaching Team
w/c 15 February 2021
Plan for Today’s Tutorial
Questions arising from week 1
Content of the marketing plan for the assessment
Insight analysis: the macro-environment
Opportunity for any questions arising from the tutorial or general questions around the module
Any Questions?
Structure of the Marketing Plan
The assignment brief shows the structure of the plan
Page 2 and 3 of the brief ‘Assessment Structure’
It is essential that you follow this structure
The marking criteria follows this
Each week will address one (or more) sections of the plan
Week 10 of this module will be a full review of the assignment requirements
Structure of the Marketing Plan
Introduction including an overview of the chosen company.
Industry and Organisational Insight. Identify the most important factors and key issues facing the organisation and the category/industry in which it operates.
One challenge or opportunity, based upon the preceding insight analysis which the marketing plan will address.
Two SMART marketing objectives based on the challenge/opportunity
Identify and justify a proposed strategy.
The tactics (7 Ps) proposed to achieve the objectives and strategy.
Control of the plan to include implementation, monitoring and measurement.
Conclusion.
Reflection which critically assesses the difference between marketing in theory and practice.
References - using UWE Harvard format.
Appendices
Insight Analysis: the macro-environment
Insight Analysis
The lectures explained that there are a range of models you can use:
PESTEL (macro-environmental analysis)
Porter’s Five Forces (micro-environmental analysis)
SWOT/TOWS (internal-external analysis)
If you have questions please ask me!
Whilst you may have used these models in Understanding the Principles of Marketing and/or Applied Marketing Practice we do understand that you may still be unsure
The Macro-environment
PESTEL analysis framework requires:
Range of points relating to the specific factor
Aim for 2-4 points against each one – some may have more
You must include a source for the information you have included to give it credibility
Relates to the category or industry of your chosen brand/organisation
There should be no mention of the brand/organisation specifically (the impact is dealt with using the PESTEL template)
PESTEL Template
The PESTEL analysis should be placed in the appendix
A template is available under Week 2 in the study units section of the course menu
The webinar this week will review potential sources where you might research the environment to help you compile for PESTEL as well as other analyses
Activity: PESTEL Analysis (Macro-environment)
Individually begin to draft a PESTEL analysis for your chosen organisation
| PESTEL Factor | Key findings | Potential impact on the brand/organisation | Type: Opportunity/Threat? |
| Political | |||
| Economic | |||
| Sociological | |||
| Technological | |||
| Environmental | |||
| Legal |
Full template and supporting information can be found on Blackboard
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Any Questions?
Next Week
Read/listen to the video of the lectures before your tutorial/webinar each week
Make a start on your insight analysis
Come prepared with any questions you have as a result of starting your environmental analysis
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