Reference no: EM132986968 , Length: word count:2000
Assessment Task: Marketing Report
In brief
• There is a lot of detail provided below about the nature of this Report, but to avoid the essential aspects of this assessment getting lost amongst all that detail, I'm going to summarise those key points here.
• The whole point of this Report is to assess your understanding of, and ability to apply, Marketing theory. As such, this is NOT a Report about a board game. The board game serves no other purpose than to provide you with a real-life context to apply Marketing theory.
• To help you identify relevant Marketing theory, the PowerPoint slides contain "Assignment Pointers". As their name suggests, they will direct you towards theory you should include in your Report. Following these pointers will be essential to passing this assessment.
Assessment Task : Marketing Strategy
Details of task: The purpose of this assignment is for you to demonstrate your understanding of marketing theory and its application in practice. It requires you to integrate marketing theory with a "real world" context. In doing so, it is designed to test your ability to apply relevant marketing concepts in a practical setting. The context for this assessment is a hypothetical board game.
In order to do this, you will need to draw extensively on your knowledge and understanding of the BUMKT1501 course content. Your marketing plan should comprise the following sections:
1. What is the value proposition for your product? In other words, what bene?ts will it o?er, and what "costs" are involved in buying/using it?
2. What elements of the Macro-Environment will have the biggest in?uence on your Marketing Strategy? Why?
3. Who is the target market for your product?
4. What is your positioning strategy for your product? Why did you choose that particular strategy?
5. What is your product strategy? This strategy should actually comprise a host of sub-strategies such as:
a. What product features will your product include? Why? For example, perhaps your analysis of the Macro-Environment revealed a new cultural trend or something in the economic or natural environment that you might like to reflect in your product features.
b. What brand name will you give to the product and why?
c. What form will your product packaging or labelling take and why?
6. What is your price strategy?
7. What is your place strategy?
8. What is your promotion strategy?
Report format.
In this speci?c case, your Report should comprise the following subheadings:
1. Executive Summary (approximately 250 words).
2. Value Proposition (approximately 250 words).
3. Analysis of the Macro-Environment (approximately 400 words).
4. Identifying the Target Market (approximately 400 words).
5. Identifying the Positioning Strategy (approximately 200 words).
6. The Marketing Mix (approximately 2000 words): This should actually be divided up into four separate subsections: Product, Price, Place and Promotion strategy. However, for now, these four sections have been placed under the one heading of Marketing Mix. This is because how you wish to allocate the remaining 2000 words of the Report across these four marketing tools is entirely up to you. For example, if the key focus of your marketing strategy is on Product strategy, you may wish to allocate the majority of those 2000 words to that particular section.
Attachment:- Marketing Report - Assessment Task.rar