Reference no: EM132563558 , Length: word count:3000

MOD004454 Marketing Planning - Anglia Ruskin University

Learning Outcome 1: Knowledge and Understanding: Critically evaluate strengths, weaknesses, opportunities and threats in a sector of the economy with respect to marketing concepts and theories.

Learning Outcome 2: Intellectual, Practical, Affective, and Transferable Skills: Construct the framework for an integrated strategic marketing plan as it relates to an organisation operating in the chosen sector of the economy.

Learning Outcome 3: Intellectual, Practical, Affective, and Transferable Skills: Design marketing campaigns, or parts thereof, embracing new and innovative concepts which push forward the knowledge base of the discipline, for example in the arts, services, relationship or technology marketing.

Learning Outcome 4: Intellectual, Practical, Affective, and Transferable Skills: Develop a critical working knowledge of the important management tools and techniques in the marketing planning process, synthesising and applying these where possible towards new customer/client solutions and benefits.

Strategic Marketing Plan

You are required to write a 3,000 word strategic marketing plan for a company of your choice. Please choose a non-diversified company (one industry only, e.g., Clarks Shoes or IKEA) or the business unit of a corporation (e.g., BT Consumer, rather than BT Group; Unilever Foods, rather than Unilever).

Your audience is the management team/board of the company. Your aim is to secure senior management buy in and any resources that are required by providing the data and argument to support implementation of the marketing initiative you have proposed.

Your audit of the marketing environment of your company will identify a new, previously unexplored, market for your product/service. To do this you must employ creative thinking and an entrepreneurial approach not limited by current assumptions.

Your marketing plan should be written in report style. The detailed guidance which follows provides a suggested format.

You should draw upon the module material to inform the development of your marketing plan.

This material should be referenced according to the Harvard referencing system. You should also utilise one or more marketing text books from the reading list to help you write your assignment. For example, you will need to use one of the text books in respect of analysis of the competitive environment by applying Porter's Five Forces framework.

You might consider using a marking planning model such as SOSTAC as an underpinning framework for your strategic marketing plan. Critical application of the model is required and once again Harvard referencing is required.

In addition to the module material, you should find the following e-text books which are available in the University Library useful resources in the development of a strategic marketing plan:

You should refer to Chapter 3 ‘Developing marketing strategies and plans', in the core text book by Philip Kotler (2016) Marketing Management. It is important to read the entire chapter.

Towards the end of the chapter there is a section that addresses ‘The nature and content of a marketing plan' (p.106). There is also a sample marketing plan presented on page 108.

Additionally, the text book Marketing Essentials by Dibb & Simkin (2013) is a useful resource. Chapter 15 addresses planning and implementation. Table 15.2 (p. 458) shares the component parts of a typical marketing plan which you will find helpful. Table 15.1 illustrates the core steps of the marketing planning process (p. 457). Again, it would be advisable to read the chapter.

I also personally like Essential Guide to Marketing Planning by Marian Burk Wood. You should be able to find a copy on Amazon for £2.00 - £5.00.

Attachment:- Marketing Planning.rar