A/618/5033

Core

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15

Learner  Declaration:

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Student signature:                                                                                                                           Date:

This submission should include the following documents:

LO1 A Power Point with Speaker Notes (as a combined PDF) with LO2, LO3 & LO4- a report that includes a marketing plan and a media plan in the format of a press release.

All work must be supported by research and referenced using the Harvard referencing system (or an alternative system). You will need to provide a bibliography using the Harvard referencing system (or an alternative system). In accurate use of referencing may lead to issues of plagiarism if not applied correctly.

The recommended word limit is 3,000-3,500 words, although you will not be penalized for going under or exceeding the total word limit.

LO1 Explain the role of marketing and how it interrelates with other business units of an organization.

LO2 Compare ways in which organizations use elements of the marketing mix to achieve over all business objectives.

LO3 Produce a marketing plan for an organization that  meets marketing objectives

LO4 Develop a media plan to support a marketing campaign for an organization.

• Effective communication and articulation in explaining information effectively.
• Conceptual and critical thinking, analysis, synthesis and evaluation.
• Recommendation on development of improvement relevant to the vocational and organizational context.
• Research, analysis and business data (both internal and external) to provide insight, and support solutions to business.
• Curiosity about digital business trends and developments, incorporating them into the workplace.

Costa Coffee operates across the UK and internationally, with outlets in high streets, shopping centers, petrol stations, and airports. It promotes products such as handcrafted coffees, teas, cold brews, snacks, and seasonal limited-edition drinks. The company has also embraced digitalisation, with a popular Costa Club loyalty app, delivery partnerships (e.g., Uber Eats, Deliveroo), and automated Costa Express machines. Marketing initiatives have previously included: Seasonal campaigns (e.g., Christmas cups, limited edition drinks), Sponsorships and partnerships (e.g., sports events, community initiatives), CSR activities (e.g., sustainability drive, reusable cup discounts, support for recycling), Digital and social media promotions targeting younger audiences. 

ROLE:

You have been appointed as a Junior Marketing Assistant at Costa Coffee, one of the UK’s largest coffee house chains with international presence. As part of your role, you must create a comprehensive marketing and media plan that supports Costa Coffee’s growth objectives, enhances brand loyalty, and responds to evolving consumer preferences such as health-conscious choices, sustainability, and digital engagement.

You should review the effectiveness of existing marketing strategies (such as loyalty schemes, seasonal promotions, digital campaigns, and in-store experiences) and recommend new marketing methods, services, and digital innovations for relevant market segments and demographics.

With competition increasing from both independent coffee shops and global chains (e.g., Starbucks, Caffè Nero, Pret A Manger), Costa Coffee is seeking innovative ideas to strengthen its position in the 21st century retail and hospitality sector.

You have been allocated annual marketing budget of £50,000. Therefore, financial considerations should be made in your marketing and media plan (in the form of a press release), including realistic timelines and campaign scheduling.

D1 Critically analyse the external and internal environment in which the marketing function operates.

P1 Explain the concept of marketing and marketing operations including the different areas and role of marketing.

P2 Explain how the marketing function relates to the wider organisational context.

M1 Analyse the role of marketing in the context of the marketing environment.

M2 Analyse the significance of interrelationships between marketing and other functional units of an organisation.

D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives.

D3 Produce a strategic marketing plan for an organization that measures achievement of marketing objectives within key performance metrics.

D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria.

www.cim.co.uk

www.marketingdonut.co.uk

www.marketingteacher.com

www.marketingweek.com

Chartered Institute of Marketing

(General reference) Marketing Donut (General reference) Marketing Teacher All sections (General reference) Marketing Week

New and industry articles

(General reference)