Reference no: EM132681051

MKTG6002/MKT600 Marketing Assignment - Laureate International Universities, Australia

Assessment - Marketing Plan

Learning Outcomes - This assessment addresses the following subject learning outcomes:

a) Critically evaluate underpinning marketing theories and principles and appropriate research process to collect, store and use of data to generate customer insights;

b) Critically evaluate customer needs to create value for customers by deploying the resources of the organisation in best possible ways;

c) Critically evaluate the impact of an organisation's marketing mix strategies on its stakeholders.

Objectives -

To enhance a clear understanding of the importance of marketing in modern business practices;

To develop a succinct understanding about marketing theories and their application in devising marketing strategies;

To critically analyse all relevant factors affecting the exchange process;

To enable developing insightful marketing strategies for a business.

Instructions - This assessment task builds on the Situation Analysis that you undertook in Assessment 1. This assessment task requires you to expand the remaining steps of the marketing plan to:

Articulate your learning about marketing theories, concepts and principles covered in the course to demonstrate your level of understanding of them to develop a marketing plan;

Articulate the link between marketing theories and practices;

Demonstrate an acceptable level of research skills to reveal the insights;

Apply appropriate business report writing skills;

Demonstrate a logical flow and cohesiveness in the analysis and discussion.

Use the appropriate in text citation and a reference list in the end of your written work. You should provide at least 15 high quality marketing references to show quality of research. STRICTLY adhere to the APA style in referencing.

Scenario - This assessment requires you to act like a consultant to help an organisation develop a winning marketing strategy that intends to introduce a new product or expand its business/markets.

Tasks - This assessment is the continuation of your previous assessment of the Situation Analysis of your chosen organisation that you undertook in the assessment one. Therefore, you need to revisit your assessment 1 and the feedback from your facilitator. Then, develop a complete marketing plan for this assessment to:

1. Develop a marketing plan - The aspects that you should include are:

a. Identify objectives and issues as well as marketing logic to create customer value;

b. Segmentation, targeting and positioning as well as marketing mix strategies (i.e., 4ps/7ps);

c. Action programmes - how marketing strategies will be turned into specific actions that answer What will be done? When will be done? Who will do it? and How much will it cost (budget )? and controls.

To start with this assessment -

2. Outline the following steps:

a. Define clearly the value proposition of your chosen organisation, product or the brand;

b. Critically evaluate the overall situation of the organisation (should be summarised from the assessment 1) and suggest appropriate marketing mix strategies:

c. Product - define the product attributes/features to reflect your value propositions - You are advised to review the threes levels that are accompanied with a product and discuss product line and mix strategies;

d. Pricing - describe the pricing strategy (cost-based, value-based and competition) that you would recommend to the senior management of the organisation and justify your choice;

e. Distribution - outline the distribution strategies, you should discuss a specific distribution strategy (s) - intensive, selective and exclusive. You also need to discuss channel strategies (i.e., direct and/or indirect, channel levels - single vs. multiple);

f. Promotion - critically evaluate the promotion strategies you would recommend (i.e., pull vs. push). You also need to discuss promotional mix strategies (i.e., advertising, salesmanship, sale promotion, publicity and public relations) as well as media strategies.

Please beware that your marketing strategies should be aligned with the key issues and objectives and/or value proposition, the organisation's mission and vision.

Attachment:- Marketing Assignment File.rar