Task

Develop a Marketing Plan
Using the supplied Marketing Plan template (see Interact) and after reflecting on the models and material in Pride etal (and other sources ), develop a concise Marketing Plan for a new product or service your organisation might launch (or an organisation you aspire to develop a plan for). The plan is aimed at key decision makers.
Using the template, ensure you include organisational vision and mission and a SWOT to set the scene. Based on this choose a specific and well identified target market (be extremely focused in this) and develop goals for the target market.
Based on the goals you need to achieve with the target market, develop a comprehensive marketing mix utilising the 7 P’s (Product/Service, Price/Value, Place/Distribution, People, Process, Physical Evidence and Promotion or communication
plan) to communicate ONLY to the identified target market. For the purposes of this report please feel free to make whatever assumptions you need under the financials/budget heading to make the report complete.

The report needs to include a risk matrix, a brief internal marking action plan and how the plan will be evaluated.

This Marketing Plan can be presented as a traditional well sign-posted report or in a format that might suit your specific organisational context.

This plan should be something that you’d be happy to present inside your organisation or as a 90 day plan for a new position that you might be going for.

More detail supplied in our 3rd Adobe Connect online meeting

Rationale

This final assessment is to allow students to reflect on course content and develop a basic marketing plan for a real organisational challenge to enhance your understanding or marketing and management.

The content of the assessment should highlight the your learning and the theory that has been covered in the subject. Again a range of sources from journals to interviews and contemporary media including social media.

Marking criteria

This assessment piece is designed to reflect learning outcomes as follows

be able to assess and explain the nature of marketing and marketing management in contemporary organisations;
be able to find relevant and important information about organisations, their industries and marketplaces from secondary sources;
be able to evaluate the key marketing aspects of segmentation, targeting and positioning (STP) and be able to analyse an organisation’s approach to STP;
be able to apply the marketing mix and aspects of branding and positioning to a specific target market and be able to evaluate competitors’ programs; and
be able to discover and evaluate how contemporary issues of environment, social media and other technology, society and Corporate Social Responsibility (CSR) might affect marketing.

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