Title Unit 02 Marketing Processes and Planning.pdf ✅

Unit 02 Marketing Processes and Planning

_________________________________________________________________________________ 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