Description

Leeds University

COMPONENT 1

Module title                                     :               BMM4123 Marketing Fundamentals

Assignment number and title    :               Assessment 1

Assignment type                             :               Group Presentation – 15 minutes

Submission deadline                     :               17/03/2025(11:00am)

 

Learning outcomes (see Module Handbook for all learning outcomes)

  1. To explain the fundamental concepts and practice of marketing, including the application of marketing research, market analysis, segmentation, targeting and positioning.
  2. Describe and illustrate the effective use of elements of the marketing mix and understand the difference between product and service orientated organisations within business-to-customer and business-to- business contexts.
  3. Use theoretical marketing models to interpret practical marketing situations and recommend appropriate actions.
  4. Demonstrate an understanding of the ethical implications of marketing operations in a range of situations.

Completing your Assignment

What am I required to do in this assignment?

SCENERIO: Leeds Trinity University has a Students Union on campus which enables students to access support, participate in social events and join interest clubs such as sports or leisure.

See the below link for activities of LTSU https://www.ltsu.co.uk/

It is proposed that a Students Union will be established at your study location (Manchester, Birmingham, Bradford, London or Leicester) to replicate as far as possible the activities of the main LTU Students Union.

You have been tasked with devising a live marketing campaign plan for the local branch of LTU Students Union. Your plan may focus on any aspect to the LTU Students Union activities or services and also you may use any marketing communications tools with the specific objective of launching a Students Union and engaging with its target audience.

Group Presentation – Essential Plan Slide Structure and Content

  1. Introduce your team members – Full names
  2. Pitch / outline your LTSU marketing plan idea / proposal – in 60 seconds
  3. Situation Analysis – summarise your analysis of LTSU – its purpose, services and activities / its mission, values / marketing communications
  4. Target audience – summarise your analysis of the (student) target audience – what they need and value
  5. LTSU SWOT analysis – summarise your analysis of what LTSU does well and not so well as marketing opportunities and threats
  6. Marketing Objectives – state the specific marketing objectives you have set for your Team Plan
  7. Marketing Strategy – summarise the marketing actions-solutions proposed by your Team Plan – include creative visual marketing communications content such as campaign title, marketing messages, visual artefacts such as posters, web pages
  8. Media Plan – define the media channels and platforms you propose using to reach and engage your target audience. These should include conventional and digital media
  9. Campaign Management – schedule your proposed marketing activities as a marketing action calendar (GANNT Chart)
  10. Campaign Measurement – state the key performance indicators you will use to measure the performance and impact of your campaign-plan.

Is there a size limit? This will be a 15 minutes presentation. All group members must participate and each students are expected to present for at least 3-4mins.

Group size (4-5)

What are the main topics I need to research?

Marketing

Marketing Communications

LTU Students Union

GANNT Charts

 

COMPONENT 2

Module title                                      :               BMM4123 Marketing Fundamentals

Assignment number and title     :               Assessment 2

Assignment type                              :               Individual Marketing Plan 1500 words

Submission Deadline 27/03/2025(11:00am)

Learning outcomes (see Module Handbook for all learning outcomes)

  1. To explain the fundamental concepts and practice of marketing, including the application of marketing research, market analysis, segmentation, targeting and positioning.
  2. Describe and illustrate the effective use of elements of the marketing mix and understand the difference between product and service orientated organisations within business-to-customer and business-to- business contexts.
  • Use theoretical marketing models to interpret practical marketing situations and recommend appropriate actions.
  1. Demonstrate an understanding of the ethical implications of marketing operations in a range of situations.

What am I required to do in this assignment? Leeds Trinity University has a Students Union on campus which enables students to access support, participate in social events and join interest clubs such as sports or leisure.

See the below link to for activities of LTSU https://www.ltsu.co.uk/

It is proposed that a Students Union will be established at your study location (Manchester, Birmingham, Bradford, London or Leicester) to replicate as far as possible the activities of the main LTU Students Union.

You have been tasked with devising a live marketing campaign plan for the local branch of LTU Students Union. Your plan may focus on any aspect to the LTU Students Union activities or services and also you may use any marketing communications tools with the specific objective of launching a Students Union and engaging with its target audience.

This should follow exactly the same structure as the Group presentation from Assessment 1 In addition you will support this with your independent wider research and detailed analysis, and application-reference to key concepts of marketing fundamentals covered by the module lectures and core textbook.

The structure and content of your written marketing plan should follow:

Section 1:

  • Cover-title page
  • Executive summary – abstract (summary) of the marketing plan your essay proposes
  • Table of contents
  • Introduction to your academic aims for the essay

Section 2:

  1. Marketing Strategy This should follow the marketing planning stages detailed in class and lecture slides in relation to the LTSU marketing audit and plan you are developing with your team:

Context: Introduce this section with textbook (Fundamentals of Marketing, FOM) references to:

  • The modern marketing concept
  • The purpose and direction of the marketing process

Interpret:

  • Explain how you have applied these to your LTSU marketing plan
  • Explain the purpose / goals of your LTSU marketing plan
  1. Organisation situation analysis:

Context: Introduce this section with textbook (FOM) references to elements requiring situation analysis (internal – external)

  • Organisational purpose and mission
  • Sector-market profile – position
  • Customer profile
  • Marketing-communications tools and tactics

Interpret: Apply your analysis of LTSU purpose, mission and performance

  • Identify strengths, weaknesses, opportunities and threats
  • Conclude with SWOT map
  • Define your specific LTSU marketing plan proposal and goals derived from the identified opportunities and threats
  1. Target Audience

Context: Introduce this section with textbook (FOM) references to

  • Defining the potential-available target audience
  • Nature-purpose of audience segmentation criteria (demographic etc)
  • Consumer-customer differentiation
  • Nature of customer value and purchase journey

Interpret: Apply your analysis of the specific LTSU student audience your plan is targeting

  • Who they are
  • What they need-value
  • How they consume media content
  • Apply Gen Z profile factors
  1. Marketing Goals

Context: Introduce this section with textbook (FOM) references to

  • Setting measurable marketing goals to reach / engage audiences
  • Key performance indicators (KPIs)

Interpret: Define specific-measurable marketing goals you have identified for your LTSU marketing plan (SWOT analysis) to reach-engage your target audience

  • Desired LTSU brand awareness-perception change-improvement
  • Key marketing-messages for communication
  • Measurable KPIs for your marketing plan-event in terms of targets for student recruitment / engagement
  1. Marketing Mix

Context: Introduce this section with textbook (FOM) references to

  • 4-7 P marketing mix model
  • Creating value through products and brands
  • Marketing communications mix distinction

Interpret: Apply the marketing communications (promotional) mix to your LTSU marketing plan

  • Define promotional tools and tactics you have decided to use to achieve your objectives – advertising, public relations event, direct marketing, personal selling, sales promotion
  • Define the media channels you have decided to use to deliver your marketing plan messages – conventional-digital / owned-earned-paid media
  1. Campaign Implementation & Evaluation

Context: Introduce this section with textbook (FOM) references to the process and purpose assessing marketing campaigns

  • Marketing action planning
  • Marketing performance metrics Interpret: Make specific proposals for:
  • Marketing action schedule – when specific tactics / actions will be achieved
  • Performance evaluation – how you will measure the impact of your marketing plan again the specific KPI objectives you set

Section 3: A. Reflection on and conclusions from Team plan B, Appendices – list of references

Is there a size limit?

This is 1500 word individual report excluding appendices and references.

What are the main topics I need to research?

Marketing

Marketing Communications

LTU Students Union

GANNT Charts

APA referencing.

 

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BMM4123: Marketing Fundamentals (March 2025 assignment)

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