Marketing Planning Process

Marketing Planning Process

Module Level (4, 5, 6):
6
Module code:
M3X9093
Contribution to Overall
Module Asse
ssment (%):
50%
Lecturer:
Jayne
Williams
Internal Verifier:
Will Fleming
Assignment Title:
A Marketing Plan for
Successful Market
Entry
Lecturer to
tick to indicate if an electronic version of the
assignment must be submitted to Turnitin. Note: the
Turnitin version is the primary submission and acts as a receipt for the student. Both electronic and paper versions MUST be
submitted by the same deadline. No marks will be released until both submis
sions are received.
Late submission of either
the electronic or paper version will result in a late penalty mark.
Penalties for late submission: Up to one week late,
maximum mark of 40%. Over one week late, Refer. Only Year Tutors and the Programme Dir
ector may grant an extension.
YES
NO
Learning Outcomes tested
(from module
syllabus)
Assessment Criteria
To achieve each outcome a
student must demonstrate the ability to:
1.
Assess the findings of the marketing audit and
develop key sections of a mar
keting plan that is
responsive to market and organisational
changes and underpins an organisation’s
marketing strategy.
Work as an individual to research, write and
structure a report that assesses the findings of the
marketing audit and develops key sec
tions of a
marketing plan
Recognise the importance of market and
organisational changes and how they underpin an
organisation’s marketing strategy
Demonstrate knowledge of the role of marketing
strategies and how they can be used to develop
competitive adv
antage, market share and growth
Deploy analytical frameworks systematically and
consistently
Synthesise theoretical material with practical case
study based information to generate critique.
Please submit the assignment parts in a suitable report folder

not
in polypockets.
Referencing:
In the main body of your submission you must give credit to authors on whose research your work is based. Append
to your submission a reference list that indicates the books, articles, etc. that you have read or quoted in order to
complete th
is assignment (
e.g. for books: surname of
author and
initials
,
year of publication,
title of book
, edition,
publisher: place of publication
).
Disclosure:
I declare that this assignment is all my own work and that I
have
acknowledge
d
all materials used
from
the published or unpublished works of other people.
All references have been duly cited.
Student’s
Signature:
Assignments will not be accepted without a signature here
Date:
RESULT
Page
2
of
10
This form (ALL PAGES) MUST be at the front of the
paper
submission. Assignments will not be accepted without this
form as it is a requirement that you sign the disclosure regarding referencing convention.
DO NOT put this form into T
urnitin or it will
match
many similarities
with other students’ submissions
.
Page
3
of
10
TASK DESCRIPTION
Scenario:
In your recently appointed role as Marketing Manager for an organisation
you would like to be associated
with,
following the findings of the mark
eting audit recently undertaken, you and your marketing team are
now well informed and in a position to
develop a medium term marketing plan appropriate to your
previously selected scenario, i.e. entry into a new market or launch of new product
/service
in
an existing
market.
You should produce a report for the senior management team that addresses the role of the marketing
planning process and some of its core components to ensure the success of the new market or
product/service entry. In addition t
he seni
or management team have specifically requested that you
critically analyse the organisation’s current strategies together with the use of elements of the marketing
mix with a view to recommending changes where appropriate. Therefore your plan should includ
e the
development of segmentation, targeting and positioning strategies as well as,
if appropriate, growth
strategies for the organisation. The plan will include some operational and tactical aspects to support these
strategies. (CIM, 2010)
The assignment
is likely to contain tables and diagrams used in analysis, however, these should be kept to
a minimum within the body of the assignment as they will be included in the word count. Additional tables
and diagrams may be included as appendices but must be cl
early referred to within the main body.
NB. You should use the same organisation selected for the marketing audit.
(
Source: CIM,
2010)
TASKS:
You are required to produce a
report
based which should include
ALL
of the following sections:

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