MKT4001 Explain the marketing process, with particular reference marketing audits, orientation, environmental analysis, marketing planning.

Assignment Brief

As part of the formal assessment for the programme you are required to submit a Principles of Marketing assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.

Learning Outcomes:

After completing the module, you should be able to:

1. Explain the marketing process, with particular reference marketing audits, orientation, environmental analysis, marketing planning.

2. Distinguish the contribution of the elements of the extended marketing mix to effective marketing planning.

3. Use the concepts of segmentation, targeting and positioning to respond to marketing problems.

4. Apply the marketing mix in selected situations.

5. Show situational awareness when applying the extended marketing mix.

Maximum word count: 3,000 words

Assignment Scenario - Hill`s Vineyard`

Assignment Task

You are required to prepare a discussion document that you are going to use in your discussion with Megan and Jamie. The discussion document should include the following:

Section 1 - Marketing Environment and Planning Process

a) Explain the components of the marketing planning process and outline the marketing context for the vineyard offer, with particular reference to the role / importance of adopting a marketing orientation and its application to the business.

b) Carry out an environmental audit in the form of a PESTEL analysis for the business ensuring that you detail specific market / organisational related facts that are fully referenced where possible. Additionally, you should highlight relevant micro-environmental aspects such as dominant competitors within the industry and recent competitor activity.