Assignment Brief

Qualification (s) Advanced Diploma in Graphic Design & Advertising

Unit Marketing for Designers

Written By Satheesh Kumar. M

Assignment Title Marketing! Marketing! Marketing!

Important

80% attendance will be mandatory to submit this assignment. Resubmissions will affect your
course duration and assessed with a pass result. For any improper submission your assignment
will be considered as a non-submission. So please check your submission thoroughly before
sending them. Refer assignment submission guidelines for more information.

Academic Integrity

You pledge and declare that the work submitted for this assignment has been researched,
undertaken, completed, and submitted solely by yourself, except the assignment guidelines
require you to work in groups. Further, you declare that the work entitled is your original work and
you have not copied from any other students’ work or any other sources except where adequate
reference or acknowledgment is made explicitly in the text, nor has any part been written for you
by another person.

Resources

1) GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings). London: Palgrave

Macmillan.
2) JOBBER, D. and CHADWICK, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.
3) KOTLER, P. and ARMSTRONG, G. (2016) Principles of Marketing.7th Ed London: Pearson.
4) MCDONALD, M. and WILSON, H. (2016) Marketing Plans: How to Prepare Them, How to Use
Them. 8th Ed. Chichester: John Riley and Sons.
5) 5 Steps to Create an Outstanding Marketing Plan -
https://blog.hubspot.com/marketing/marketing-plan-template-generator
6) What is a Marketing Plan and How to Make One? - https://venngage.com/blog/marketingplan/
7) Media Planning: A Complete Guide for Marketers -
https://www.marketingevolution.com/marketing-essentials/media-planning
8) Media Planning: The Ultimate Guide - https://blog.hubspot.com/marketing/media-planning
9) 5 Steps to an Exceptional Media Plan - https://mediatool.com/blog/5-steps-exceptionalmedia-
plan

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 10) How To Create a Media Plan in 7 Steps (Plus Benefits) -
https://www.indeed.com/careeradvice/career-development/how-to-create-media-plan

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 Assignment Brief and Guidance

Large, medium, and small businesses that operate globally, internationally, or locally all have one
thing in common: they all use marketing to persuade us to buy their products and/or services.
Organizations use a variety of marketing techniques and tools to inform and influence us, whether
it is becoming a loyal customer, purchasing a product and service, or donating to a charity. This
unit is intended to introduce students to the dynamic world of marketing and the wealth of exciting
career opportunities available to help them make career decisions.

You recently attended an interview for the position of Senior Marketer at a company. You were
successful in the second interview, and you believe that this job will allow you to showcase your
skills and build your credentials to progress in your career.

The Marketing Director at the company who interviewed you has asked you to work on the
activities listed below to put your skills to the test.

1. 10 to 15-minute lecture/presentation on marketing to the trainees of the marketing and

the sales teams.
2. Benchmark analysis of the company and its competitors.
3. A creative marketing plan for the company, as well as a media plan.

What you need to submit:

1. Lecture Presentation [PDF] – 10 to 15 minutes

 This should be a visually appealing presentation that encourages the audience to
learn more about modern marketing practices that can help the company grow.
 This should cover the concept of marketing and marketing operations, analysis of
the
role of marketing in the context of the marketing environment, and how the role of
marketing relates to the different departments or functional units in the company.

2. Benchmark Analysis [PDF] – max 1000 words

 You are required to compare the ways in which the company and its competitors
apply the marketing mix to achieve overall business objectives, review strategies
and tactical approaches applied to demonstrate how business objectives are
achieved.

3. Marketing Plan [PDF]

 Produce a detailed tactical and strategic marketing plan that integrates the
extended marketing mix to achieve the marketing objectives and successfully
measures the achievements.

4. Media Plan [PDF]

 Produce a justified media plan that includes recommendations and rationale for
selected media activities integrated within appropriate digital and offline
communication channels that meet the budgetary requirements and the
objectives.

Your grade is assessed by your submission. To ensure that your submission meets the
requirements, you must carefully read the assessment criteria.

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 All submissions must be in PDF format unless a specific format is specified. While there will be no
consequences for exceeding the length of your pitch/presentation or word count, keep in mind
that precision and clarity are hallmarks of professional work. Work that is too lengthy
demonstrates a lack of professionalism.

All information sources and resources used to complete this assignment, including websites, must
be stated and correctly referenced. No credit will be given for extensive copying from information
sources, and your submitted work may be checked for plagiarism.

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 Learning Outcomes and Assessment Criteria
Marketing for Designers

PASS MERIT DISTINCTION

LO1 Explain the role of marketing and how it interrelates with other
business units of an organization
P1 Explain the concept of marketing
and marketing operations including
the different areas and role of
marketing.
P2 Explain how the marketing
function relates to the wider
organizational context.
D1 Critically analyse the
M1 Analyse the role of
external and internal
marketing in the context of the
environment in which
marketing environment.
the marketing function
M2 Analyse the significance of
operates.
Interrelationships between
marketing and other functional
units of an organization

LO2 Compare ways in which organizations use elements of the

marketing mix to achieve overall business objectives
P3 Compare the ways in which
different organizations apply the
marketing mix to the marketing
planning process to achieve
business objectives.
D2 Evaluate strategies
and tactical approaches
M3 Review strategies and
to the marketing mix in
tactical approaches applied by
achieving overall
organizations to demonstrate
business objectives.
how business objectives can be
achieved successfully.

LO3 Produce a marketing plan for an organization that meets

D3 Produce a strategic
marketing objectives
marketing plan for an
organization that
P4 Develop a marketing plan that
M4 Produce a detailed tactical measures achievement
includes key elements of marketing
marketing plan that integrates of marketing objectives
planning for an organization to
the extended marketing mix to within key performance
achieve marketing objectives.
achieve marketing objectives. metrics.

LO4 Develop a media plan to support a marketing campaign for an

organization.
D4 Provide a justified
P5 Produce a media plan that integrated multimedia
M5 Devise an integrated
includes recommendations and plan based on
multimedia plan, selecting
rationale for selected media quantitative and
appropriate digital, offline and
activities that meet budgetary qualitative criteria.
social media channels for
requirements and objectives of a
communication.
marketing campaign brief.

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