Task(s) – content You are required to adopt the role of a marketing agency who has been approached to write a marketing plan (in the form of a report) for an existing international company (of your choice) for the launch of a new product or service in th

Task(s) – content
You are required to adopt the role of a marketing agency who has been approached to write a marketing plan (in the form of a report) for an existing international company (of your choice) for the launch of a new product or service in the UK. You will be responsible for developing the idea for this new product/service, on which this marketing plan will be based. Clear recommendations must be made for the company to implement in all sections of the marketing plan. It is VITAL these recommendations are related back (with the use of Harvard referencing) to the underpinning theories addressed in lectures. You will note from the weekly lecture schedule that we have lecture/tutorial sessions covering all key headings required within the marketing plan – marketing is an integrative subject with all areas impacting on decision made throughout the process – as such all sessions are equally important. Extensive referencing of both academic and industry research will be required.
The quality / viability of the new product itself is not the focus of this assessment it is HOW the marketing of it should be conducted.
Entirely theoretical or purely anecdotal answers will inevitably be restricted in terms of the marks they will achieve. The key is to undertake appropriate research with the aim of delivering a well-written, well presented and well edited summary of the organisational practice in relation to relevant theory.
It is important that the marketing plan be based on secondary research and supported with a wide range of credible references from industry/academic texts and journals (textbooks alone are not enough), both within the body of the text and with a supporting reference list – if in doubt ask your tutors.
Task(s) – format
This assessment is an individual piece of work, which will be submitted in the form of a professional 3,000 word written report. This is worth 100% of the module grade. An indicative structure for the report is outlined in the sections identified below. Students are encouraged to consider how they might also integrate their creativity within the report, such as addressing the brand identity of the chosen organisation within the report, images to illustrate relevant information (such as recommendations on communication strategies) are encouraged.
Coursework Sections Detailed Content Learning Outcome Topic/Week Module Activity
Section One: The Company and Situational Analysis (30%) A brief outline of the company and a brief overview of the new product/service being proposed.
Detailed analysis of the market which the product/service will be launched into; size, trends, PEST(LE), buyer behaviour and competitor analysis. The findings of which should be summarised in a SWOT analyses (along with any additional factors identified).
2 and 3
Topic 1: Marketing an Introduction and Strategic Market Planning
Topic 2: Marketing Environment
Topic 3: Marketing Information and Research
Section Two: New Product/Service Objectives and STP (20%) For the new product/service propose no more than 2 marketing objectives for the first year, these MUST fulfil SMART criteria.
Identify, and justify through research, the target audience, specifying the segmentation variables used.
Propose, and justify through research, the targeting strategy being adopted.
Justify through research the positioning of the new product/service (USP) in relation to competitors on the market.
1, 2, 3 and 4 Topic 4: Segmentation, Targeting and Positioning
Topic 10: Services and Business to Business Marketing