Marketing planning

Overview

Framework:
RQF
Level:
Level 4
Unit No:
A/508/0210
Credits:
12
Guided learning hours:
63 hours

Assessment Guidance

n/a

Unit Learning Outcomes

1

Understand digital marketing plans.

Assessment Criteria

  • 1.1

    Explain how organisations develop marketing strategies.

  • 1.2

    Explain the key factors which influence marketing decision making.

  • 1.3

    Assess the risk of competitors to organisational achievement.

  • 1.4

    Explain the impact of industry dynamics on an organisation.

  • 1.5

    Evaluate the risks to implementation of a marketing plan.

  • 1.6

    Explain how to set key performance indicators (KPIs).

  • 1.7

    Explain how marketing plans are monitored and evaluated.

  • 1.8

    Specify monitoring arrangements that are capable of identifying variances from targets and expectations.

  • 1.9

    Devise a marketing plan that aligns with a marketing strategy.

  • 1.10

    Evaluate the implementation of a marketing plan.

2

Understand how market segmentation contributes to marketing planning.

Assessment Criteria

  • 2.1

    Explain the importance of defining target markets to the development and achievement of the marketing strategy.

  • 2.2

    Explain how target markets are established for marketing activities.

  • 2.3

    Describe how digital marketing techniques appeal to different market segments.

  • 2.4

    Explain how digital marketing contributes to market segmentation.

  • 2.5

    Evaluate data to inform market segmentation.

3

Understand how to develop a promotional mix for effective marketing.

Assessment Criteria

  • 3.1

    Compare digital and non-digital marketing techniques.

  • 3.2

    Explain the effect of a marketing mix on a promotional mix.

  • 3.3

    Evaluate the suitability of digital marketing techniques to meet marketing objectives.

  • 3.4

    Evaluate a multi-channel approach to digital marketing.

  • 3.5

    Explain how emerging approaches to digital marketing can contribute to a marketing mix.

  • 3.6

    Illustrate how different digital marketing techniques combine to make a marketing campaign.

  • 3.7

    Analyse the implications of the overall purpose of marketing to the selection of marketing techniques and platforms.

4

Understand how branding is used across digital marketing channels.

Assessment Criteria

  • 4.1

    Explain the brand characteristics of an organisation.

  • 4.2

    Explain the purpose of brand guidelines in digital marketing.

  • 4.3

    Explain how to incorporate brand identity into a digital marketing campaign.