NATIONAL ECONOMICS UNIVERSITY
INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)
ASSIGNMENT BRIEF
Unit Code, Number and Title
A/618/5033 - Unit 2: Marketing Processes and Planning
Semester and Academic Year
Semester 1 / Academic year 2022 - 2023
Unit Assessor(s)
Tran Hong Nhung / Hoang Phuong Dung/ Hoang Tuan Dung/
Pham Thai Ha Anh
Component Number and Title
MPP A2.1: The Marketing Plan
Issue Date
11/04/2023
Submission Date
29/05/2023 (soft-copy only via Moodle)
Student name
NEU Student ID
Learner declaration
Pearson ID
I certify that the assignment submission is entirely my own work and I fully
understand the consequences of plagiarism. I understand that making a
false declaration is a form of malpractice.
Student name / Signature
Date:
Submission format
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This is an individual assignment.
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The submission format is in the form of an E-report. Please refer the “Turnitin Submission Rules”
that was posted on Moodle.
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The file on Turnitin must be in Word format and include the first page of this cover sheet. The first
page of the cover sheet should be in the picture format in order to ensure the accepted similarity of
Turnitin.
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The similarity allowed is up to 25% after excluding references.
Name of the file includes Student ID_Unit name_Assessment no. (E.g. “1010001_BBE_A1.1”)
Ensure that authenticity declaration has been signed electronically.
Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Referral Grade is given when Plagiarism is
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identified in your work. There are no exceptions.

Your evidence/findings must be cited using Harvard Referencing Style. Please refer to Reference
guiding posted on Moodle. The Reference page is compulsory to upload on Turnitin.

This assignment should be written in a concise, formal business style using Arial 11 or Times New
Roman 13 font size and 1.5 spacing.
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The word limit is 3,500 words (+/- 10%).

You MUST complete and submit softcopy of your work on the due dates stated on Assignment brief.
All late work is not allowed to submit. This rule is not waived under any circumstances.

Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria carefully. To
pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet. To
achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To achieve
a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and Merit
criteria).
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.
Vocational Scenario
You are a Junior Marketing Analyst working in the Marketing Department for a wholly owned restaurant or
franchisees in Vietnam or any international service brand/company which has a branch in Vietnam. You can
choose any brand/company which you are interested in.
Assignment activity and guidance
You are preparing to write a report to the Marketing Director. The report encompasses two sections: a
marketing plan and a media plan. Your company is thinking about having a new vegan menu in addition to
the traditional one targeting both current and new customers.
You now need to develop a compelling and creative marketing plan for the launch of the new menu. It must
clearly articulate a bold marketing strategy and include tactical actions that are aligned to the overall
organizational objectives. Your marketing plan also needs to incorporate a media plan as part of the overall
marketing campaign. The budget given is 3 billion VND for a 3-month campaign.
Task 1: Marketing plan
As your company wants to sell a new product line to both your existing market and a new market, your
marketing plan should have the objective of pushing the sales of the service. For this part, you should be
able to provide the following information:
1. Executive Summary Briefly summarize the history of establishment and development, its vision and
mission, its business and achievements.
2. Current Marketing Situation Analysis: Describe the marketing situation you need to solve.
3. Threats and opportunities: Come up with the SWOT OR PESTLE analysis for your chosen
company.
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4. Marketing objectives: Write at least 2 CLEAR marketing objectives for your self-developed
marketing plan in the SMART approach.
5. Marketing Strategy (Segmentation, Targeting and Positioning): For Segmentation, explain and
analyse how you segment the market for your company (based on which criteria); For Targeting,
explain and analyse the Targeting strategy you choose (Differentiated, Undifferentiated or Focus);
For Positioning, it is recommended that you come up with a positioning map for this new product
when compared with competitors.
6. Action programs:
Task 2: Media plan
A comprehensive media plan that supports the planned marketing campaign will:
1. Set communication objectives
2. Define target audience
3. Design message
4. Select communication tools (Advertising, Public relations, etc)
5. Select media channels for each communication tool
6. Budgeting and Timeline
Learning Outcomes and Assessment Criteria
Pass
Merit
Distinction
LO3: Produce a marketing plan for an organisation that meets marketing objectives
P4 Develop a marketing plan that
includes key elements of
marketing planning for an
organisation to achieve marketing
objectives.
M4 Produce a detailed tactical
marketing plan that integrates the
extended marketing mix to
achieve marketing objectives.
D3 Produce a strategic marketing
plan for an organisation that
measures achievement of marketing
objectives within key performance
metrics.
LO4: Develop a media plan to support a marketing campaign for an organisation.
P5 Produce a media plan that
includes recommendations and
rationale for selected media
activities that meet budgetary
requirements and objectives of a
marketing campaign brief.
M5 Devise an integrated
multimedia plan, selecting
appropriate digital, offline and
D4 Provide a justified integrated
multimedia plan based on
quantitative and qualitative criteria.
social media channels for
communication.
* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed by the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.
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