Assessment 3: Group Strategic Marketing Plan Overview
Weight | Length | Due Date | Learning Outcomes |
50% | Group Strategic Marketing Plan (2500 words) | Week 12, Sunday, 11.59pm | 2,3 5 |
Introduction
In groups of 3-4, students the student will be asked to write a strategic marketing plan for an organisation’s new product to be launched into the market (student to select firm and product). The student must consider the current climate of the industry by analysing current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality and management of its sustainable marketing effort.
Task
Students are asked to write a group strategic marketing plan for an organisation’s new product to be launched into the market (student to select firm and product). The student must consider the current climate of the industry by analysing current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality and management of its sustainable marketing effort. Assume the role of marketing manager for the product/brand and your job is to construct a basic marketing plan to grow/extend the brand.
Your written marketing plan should include:
- Current Business
- Marketing Objectives
- Competitors of the business
- Strategic Marketing approach
- Marketing Mix (4Ps) – including NPD process
The primary aim of this assessment is to understand the theory of marketing and role of marketing in businesses. The secondary aim of this assignment is to give you the opportunity to enhance your analysis, critical thinking, written communication skills and theoretical applications.
Referencing: You required to use minimum of 15 academic references. Use proper in-text referencing as well as list of references. The referencing style must follow the APA referencing style.
Word limit: The paper/plan must be of 2500 words in length excluding references.
Submission: All work must be submitted on the Learning Management System by the due date
Assignment Structure Executive Summary Table of Contents
Body of the plan to contain Section Headings – e.g.
- Introduction: Purpose of the paper, scope and limitations
- Background to the selected industry, and the business organization
- Current Business
- Overview of Current Business
- SWOT and current VRIO Analysis
- Marketing Objectives: Proposing the need of new product/product extension to grow your brand
- Short term and long term objectives
- Market and Competitor analysis
- Strategic Marketing approach
- Segmentation
- Targeting
- Positioning
- Marketing Mix (4Ps/7Ps) Ethical and sustainable approach
- Product- NPD process
- Price
- Place
- Promotion
*you can consider application of 7Ps if necessary
- Recommendations: (Analyze proximity, Proposed VRIO, Blue Ocean and PLC Strategies)
- Conclusion
- References list
NOTE:
-Use relevant theoretical concepts and application
-Sub-sections are to be numbered
-Paragraphing must be used
-Page numbers must be used.
-Reference List at the end must be in APA format and consist of mainly academic journal articles.
Submission Instructions
All submissions are to be submitted through Turnitin. Drop-boxes linked to Turnitin will be set up in Moodle. Assessments not submitted through these drop- boxes will not be considered.
The Turnitin similarity score will be used in determine any plagiarism of your submitted assessment. Turnitin will check conference web-sites, Journal articles, online resources and your peer’s submissions for plagiarism. You can see your Turnitin similarity score when you submit your assessments to the appropriate drop-box. If your similarity score is of concern you will have a chance to change your assessment and resubmit.
However, re- submission is only allowed prior to the submission due date and time. After the due date and time have elapsed you cannot make re-submissions. Thus, plan early and submit early to take advantage of this feature. You can make multiple submissions, but please remember the teaching team will only grade your last submission, and the date and time you submitted will be taken from that submission.
Grading Criteria Assessment Task 3: Strategic Marketing Plan (50%)
Student name/s: | |||||||
Rating Criteria | Rubric: Major assessment (Strategic Marketing Plan) | Score & Grade | |||||
Developing | Competent | Exemplary | |||||
Strategic Plan (Content, coherence, analysis, and logic) | Somewhat/appropriate and relevant selection of firm and product identified.
Paper lacks clear organisation, or rigor in marketing plan for an organisation’s new product launch. Presents and analyses the current climate of the industry specifically analysing current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality, and management of its sustainable marketing effort.
Limited logical and coherent explanation of the analysis and of ideas and impact of marketing launch. |
Appropriate and relevant selection of firm and product identified.
Provides an adequate clearly organised, rigorous, marketing plan for an organisation’s new product launch.
Presents and analyses the current climate of the industry specifically analysing current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality, and management of its sustainable marketing effort.
Provides a logical and coherent explanation of the analysis where paper is reflective of clear organisation of ideas and impact of marketing launch. |
Appropriate and relevant selection of firm and product identified.
Provides a clearly organised, rigorous, marketing plan for an organisation’s new product launch.
Presents and analyses the current climate of the industry specifically analysing current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality, and management of its sustainable marketing effort. Provides a logical and coherent explanation of the analysis where paper is reflective of clear organisation of ideas and impact of marketing launch. |
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Communication (written language use and conventions) | Written paper is lacking in representing key aspects of marketing plan.
Uses limited relevant referencing and limited integration of current literature to support key points in most of the written report. Greater attention required with grammatical conventions/proofreading/self-correction/word limit and scope. |
Written paper is basic to adequate where some key aspects of marketing plan are provided with some basic level of analysis.
Uses relevant referencing and integrates some current literature to support key points in most of the written report. Adheres mostly to correct grammatical conventions and vocabulary with some errors requiring attention. |
Written paper is clear outlining key aspects of marketing plan. Concepts reflect higher- order thinking and analysis of concepts.
Uses relevant referencing and integrates current literature to support key points. Adheres to correct grammatical conventions and vocabulary with nil or few errors. Within word limit and scope. |
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1 | 2 | 3 | 4 | 5 | 6 | ||
Comments: |
*Note for assessor: There are three key levels of competency (Developing, Competent & Exemplary), however, these are divided into two possible marks dependent on the student’s ability to display partial/all
criteria within level.
Referencing style
You must reference all the sources of information you have used in your assessments. Please use the APA referencing style when referencing in your assessments in this unit. Refer to the Library’s referencing guides for more information.
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