Title Unit 02 Marketing Processes and Planning.pdf ✅

Unit 02 Marketing Processes and Planning
________________________________________________________________________________ Preface In continuing our trend of providing high quality study support, we are proud to present this textbook to you. This text is meant to be used as a reference for the BTEC Higher National Diploma in Business Management. It has been prepared by our experienced panel of lecturers with reference to recommended study material and web resources taking into consideration the content of the syllabus. This study guide if provided only for the purpose of knowledge sharing only and is strictly not for sale. “Your knowledge is a benchmark; accomplish it” Good Luck! The panel of lecturers HND Division ESOFT Metro Campus
_________________________________________________________________________________ Higher National Diploma in Business Management i Table of Contents CHAPTER ONE: INTRODUCTION.................................................................................................................................2 1.1 Introduction ....................................................................................................................................................2 1.2 Learning Outcomes.........................................................................................................................................2 1.3 Assessment Criteria ........................................................................................................................................3 1.4 Recommended Resources...............................................................................................................................4 CHAPTER TWO: ROLE OF MARKETING AND HOW IT INTERRELATES WITH OTHER BUSINESS UNITS OF AN ORGANISATION..........................................................................................................................................................5 2.1 The Marketing Concept...................................................................................................................................5 2.2 The role of marketing....................................................................................................................................21 2.3 The interrelationship of Business Units........................................................................................................28 CHAPTER THREE: WAYS IN WHICH ORGANISATIONS USE ELEMENTS OF MARKETING MIX TO ACHIEVE OVERALL BUSINESS ACTIVITIES. ..............................................................................................................................................34 3.1 The 7Ps marketing mix..................................................................................................................................34 3.2 Achieving overall business objectives...........................................................................................................10 CHAPTER FOUR: MARKETING PLAN FOR AN ORGANISATION THAT MEETS MARKETING OBJECTIVES ...................17 4.1 Tactical market planning...............................................................................................................................17 4.2 Marketing planning process..........................................................................................................................21 4.3 Strategic marketing planning ........................................................................................................................38 CHAPTER FIVE: A MEDIA PLAN TO SUPPORT A MARKETING CAMPAIGN FOR AN ORGANIZATION ........................45 5.1 Marketing campaigns....................................................................................................................................45 5.2 The media plan..............................................................................................................................................54