Reference no: EM132576950
APO010-6 Marketing Management Assignment - University of Bedfordshire, UK
Assignment Title - Marketing Plan
Learning Outcomes -
1. Demonstrate the following knowledge and understanding: Of critical comprehension to analyse, evaluate and discuss the role, theories, concepts, practices, environmental frameworks and contexts of marketing in an organisation and the wider business environment, including the key role which research, marketing strategy, marketing plans, and marketing-led decision making have in organisations.
2. Demonstrate the following skills and abilities: To critically analyse, evaluate, plan, apply and interpret, marketing reports, tools and techniques, models and applications in marketing management in businesses and organisations.
Task - Marketing Plan (1,600 words)
Case Study: Nike Inc (Apparel) (Refer to Case Study)
As a Marketing Consultant, you have been approached by the Managing Director of Nike Inc in Jordan to develop a Marketing Plan which would enable the company to achieve its objective of offering more value to consumers and growing its market share over the next five years.
Marketing Plan (Key areas to cover)
- Executive Summary (one page)
- Introduction leading to a clear statement of the task
- Market Situational Analysis, especially the competition & consumer behaviour
- Target Market/Segmentation
- Marketing Mix Strategy
- Implementation & Control
- Budget/Sales Projections
In terms of the content of the Marketing Plan Report, you will be marked on the degree to which you:
Demonstrate a thorough understanding of the purpose of the exercise.
Display knowledge of the planning tools and theories involved and an ability to apply them effectively.
Demonstrate the ability to select critical points, evaluate them and communicate the conclusions effectively.
In terms of overall presentation, you will be marked on the following:-
Language (Appropriate Language, Grammar, spelling etc.)
Presentation (Layout, Style, Quality etc.)
Further Guidance on the Marketing Plan Report
1. Objectives - objectives need to be SMART but it is unnecessary to explain in detail how smart they are.
2. The balance between market analysis and the actual planning/actions- ensure that your submissions are balanced with regards to analysis and planning. For example, do not use a lot of space summarising the analysis, at the expense of setting objectives and planning objective-specific marketing strategies and tactics.
3. Vagueness - planning needs to be very specific; stating that you will use 'social media' for promotion because it is the 'most efficient tool' is not enough. You need to explain the social media tool (s) - what they are, why you are using them and how you would use them.
4. Academic content - you are expected to apply models, and not just describe or define them. For example, your SWOT or PEST analyses should not read like textbooks in which you explain what SWOT or PEST are - this is essentially incorrect. You needed to apply them and not describe them.
5. Executive summary - an executive summary should be written in a way that allows the executive who reads it to know what the problem is and how it is to be solved. Essentially, it is a summary of your problem statement, objectives and how to achieve them (i.e. how to solve the problem). The key findings and recommendations should also be presented in this section.
6. Secondary data use - Analysis should be supported with secondary data (from the literature). You should demonstrate wider reading and acknowledge the sources of your information, both in the main body and in your bibliography. Avoid making very bold but not substantiated statements, such as 'the best food and beverage business in Sri Lanka' or 'massive campaign' or 'massive customer segment'. Give numbers if you think the segment is large and compare it to other segments to give an idea of the size of it.
7. Presentation and structure - to achieve an excellent grade, your presentation needs to be immaculate - this includes numbering tables, referencing correctly etc. Do not present a lot of data and information in tables as appendices. Data or statistics that refer directly to your discussion in the main body, should be presented in the main body. Tables and figures - tables and figures need to be numbered and each should have a title that is self-explanatory. Your analytical content must be high, demonstrating critical thinking and the ability to apply relevant marketing concepts.
Attachment:- Marketing Management Assignment Files.rar