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The presentation is to be based on the Marketing Plan that you will develop and work on throughout the semester. You will need to present your marketing plan as per elements 1, 2 and 3 of your individual report (see below). You will have 10 minutes to do this, and will be competing against your classmates for the winning pitch (Prize TBC).
You can be as creative as you want, including, for example, mock-ups of ads. The important thing is to get the key points across in a clear and persuasive way. Points to cover include marketing objectives, segmentation, targeting, & positioning; and marketing mix decisions (product characteristics, USP, price strategy, distribution strategy and marketing communications plan).
Market and Business Analysis
Clarity of information gathering/synopsis of Macro and Micro environment analysis
Articulation of objectives, evidence of application of secondary research to inform objective setting
Marketing Strategy (Segmentation,Targeting & Positioning, Product Strategy, Price Strategy, Distribution Strategy, Communications Plan)
Clarity and articulation of the brands target market(s) and its current positioning vis a vis competitors.
Clarity of recommendations to solve the business challenges, evidence of application of data and identification/application of relevant theory to recommendations
Structure of presentation including logic and relevance of the content; style and creativity of presentation
Persuasiveness, professionalism, engagement with audience, enthusiasm, clarity, eye contact and body language
An Executive Summary 20
A brief summary of your earlier situational analysis in the form of a statement of Strengths, Weaknesses, Opportunities and Threats, summarised as key issues. 15
Any assumptions that you have made and on which your plan depends 0
Marketing objectives for the 3 year period 15
The marketing strategy to be followed for the 3 years, in terms of targeting, positioning, and the marketing mix. 30
A detailed plan for Y1 15
Any contingency plans (eg in case your assumptions prove to be invalid) 0
A rough financial forecast for the 3 years down to contribution
For your chosen organisation, assume the role of a strategic marketing consultant who has been hired to advise the organisation on how they can achieve their corporate objective. The three organisations are clearly very different, but they all face a similar challenge: how to achieve a step-change in the scale of their operations, and move from introduction into the growth phase of their life cycles. Your task is to prepare a marketing plan to show how they can do this.
Coursework 2 CW2 is worth up to 75% of module marks please note this must be 3000 words report
Still assuming the role of a strategic marketing consultant hired to advise the organisation on how they can achieve their corporate objective, your second and final assessed coursework assignment is to complete a strategic marketing plan (guideline length 3,000 words) for the organisation you have chosen, showing how you will achieve the corporate objective mentioned above. You will have already conducted a thorough situational analysis for CW1, so you do not need to do this again or to include it in full: a well-explained SWOT statement will suffice. Do not refer to your CW1 as it will not be possible for those marking your work to consider both assignments together.
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