Assignment instructions:

Context:

You are a business based in a UK city (student to chose the city). You have been up and running for 12 months. Business is doing well but could be better. You have not paid much attention to your marketing campaigns. You are also wanting to sell your products and/or services internationally.

You will be focusing on a marketing plan gathering information which will be useful to create future marketing campaigns.

Chose one type of business listed below:

• Bakery
• Charity
• Fitness Instructor
• Florist

Students can pick an alternative business but must gain permission from their tutor.

Refer to articles for support regarding the types of business.

Complete the following sections.

• Introduction

o   Introduce the work and the areas you will be covering, explain the importance of understanding the topics you will cover.

• The concepts and process of marketing

o   Define marketing and outline the steps in the marketing process

• Segmentation, targeting and positioning

o   Explain how you will identify and attract market segments within a chosen market. In this section be creative, think outside the box.

o   Discuss targeting and positioning and the importance of these your business

• Buyer behaviour

o   Identify and discuss the possible stages in the buyer behaviour process for your chosen business (a diagram can be used to help explain this point).

• Product life cycle and extended marketing mix

o   Describe the stages of the product life cycle and how marketing strategies change during the products life cycle for your products.

o   Evaluate the individual elements of the extended marketing mix for your chosen business.

• Discuss the major decisions involved in developing an advertising program

o   Describe and discuss the major decisions involved in developing an advertising program. Be creative, how would you go about advertising in your market?

• Conclusion

o   Is there a particular area the business needs to focus on?

o   Recommend further actions regarding each section.

Task 2: Individual essay

‘’Discuss different methods of online marketing taking into consideration social responsibility and the role of ethics’’

o   Discuss how online marketing has developed over the past 10 years.

o   Explain the roles of ethics in marketing

o   Identify the major social criticism of marketing

• An Introduction and in-depth conclusion is required. Refer to marking criteria