The Poznań College of Foreign Languages
The Higher National Diploma In Business Programme
EDEXCEL HIGHER NATIONAL DIPLOMA IN BUSINESS PROGRAMME
ASSIGNMENT BRIEF 1
Unit/assignment title:
Learning outcome
covered:
Marketing Planning
Assignment: Marketing Plan for 2010 / 2011 for X company
Outcome 1 – Carry out marketing audits
Outcome 2 - Prepare a marketing plan for a product or service.
Aim:
To evidence that students can demonstrate the knowledge and
understanding necessary to: carry out marketing audits and prepare a
marketing plan for a product or service. On marketing audit data students
should be able to prepare and present Complex SWOT analysis as a basis
for strategy choice. Students should prove their ability to explain strategy
alternatives. They should demonstrate their skills to prepare complex time
schedule for planned marketing activities.
Task: Marketing plan
Stage I
Stage II
In this assignment learners are to select a brand existing on Polish market
for an investigation. They should identify factors that might be important
elements in marketing audit procedure. Learners should prepare SWOT
analysis and define best marketing strategy. Then they are expected to
prepare time schedule including all possible marketing activities with
recommendations. The task will be broken down into two stages with tutor
feedback provided to the learner at the end of each stage.
Learners are expected to present their ability to carry out the marketing
audits. In their investigation students should include internal company
resources macro and micro environmental factors which will be important
elements in marketing audit procedure. Students are expected to present
SWOT analysis as a consequence of marketing audits. On SWOT analysis
basis learners should find out and define brand strategy position. Finally
they are expected to choose best brand strategy.
Learners are expected to present their ability to propose different marketing
activities which implement strategy chosen in stage 1. Students should
explain their decisions and present their recommendations on complex time
schedule. Marketing plan time schedule should be logic and coherent.
Word count 6,000
Assessment criteria:
Students’ work will be assessed against the following criteria:
marketing audit elements identification based on internal company
resources, macro and micro environmental factors; complexity of SWOT
analysis; proper defining of brand strategy position and marketing strategy
alternatives; marketing tools identification presented on time schedule
which may implement strategy.
The Poznań College of Foreign Languages
The Higher National Diploma In Business Programme
Merit:
 learner has investigated and applied marketing plan theory and
gathered a wide scope of information on the analyzed brand to
apply that information and draw reasonable conclusions

Information has been drawn from a range of sources (brand web
sites, statistics, markets reports, economic reports, own research
based on e.g. observations) and presented in synthesized and a
complex way

Appropriate structure and approach has been used as well as
logical and coherent arguments have been presented in students
recommendations concerning marketing activities for the chosen
brand (including marketing audit, SWOT analysis, strategy choice)
Distinction:
 Synthesis based on market information has been used to justify
valid conclusions with self criticism of recommended approach and
activities (possibilities and limitations of proposed ideas)
Common skills
covered:
Date of
entry/submission:
1.
2.
3.
4.
5.
6.
7.
8.

Autonomy and independence has been demonstrated in marketing
audit and marketing activities recommendations for the brand
(others then up to now activities should be taken into consideration,
activities should be based on SWOT conclusions)

Given recommendations solve brand problems in creative and
outstanding way, receptiveness to new ideas have been
demonstrated
Transfer skills gained to new and changing situations and contexts
Receive and respond to a variety of information
Present information in a variety of visual forms
Communicate in writing
Use information sources
Deal with a combination of routine and non-routine tasks
Identify and solve routine and non-routine tasks
Apply a range of skills and techniques to develop a variety of ideas in
the creation of new/modified products, services or situations
9. Use a range of thought processes
Stage I – 2010.03.31
Stage II – 2010.05.12