| Assignment Title:
Individual report: Marketing plan for [CW1 company] – objectives, strategy, tactics, action, and control |
| Submission Date and Time:
Week 13, Monday |
| Assignment Weighting:
10 Credits (i.e. 67%) |
| Word Count:
2,500 words including tables |
| Learning Outcomes Assessed by this Assignment:
LO1 Synthesise marketing theories, models and frameworks in the context of global markets. LO2 Critically evaluate and apply theoretical knowledge to resolve contemporary marketing issues and practical business problems. LO3 Analyse dynamic marketing environments, and create multinational strategic options to strengthen business acumen. LO4 Create and appraise a marketing plan in support of marketing and organisational strategic objectives. LO5 Critically assess the role of digitalisation and new technologies in fostering marketing communications and performance. |
| Assignment Guidelines:
The marketing plan should follow the SOSTAC model. You have completed the situation analysis (S) in coursework 1, this assignment requires you to continue to further develop the marketing plan based on the SOSTAC model. You need to use the same company you have chosen for coursework 1, produce an individual report that focuses on developing objectives, strategy, tactics, action, and control (OSTAC). Please note your analysis should be linked to your situation analysis in coursework 1, and it must be UK focused. Assignment Structure: Cover page Executive summary Limit to one page providing complete converge of each section of your plan. It should include key findings of your report. Contents page It includes all sections and sub-sections, it might include the list of figures and tables. Introduction It should provide the background of your chosen company, including it’s mission, vision and key values. |
Marketing strategy context
This section requires you to understand the context in which a marketing strategy is developed. You need to provide the following analysis:
Marketing trends – summarise the key trends in marketing
· Micro and macro analysis – a table summarises the key factors of PESTEL, and a table summarises key factors of SWOT (please refer to your findings in CW1)
· Customer analysis – provides a summary of target audience (please refer to your findings in CW1)
Objectives
You are required to set two marketing SMART objectives, these will derive from your situational analysis in CW1.
Strategy
This stage requires you to assess the current strategies which relate to the SMART objectives you have just derived.
Within our marketing plan, the marketing strategies represent a first overview of various marketing tools and how they will be used to achieve the marketing objectives.
You are expected to apply Ansoff Matrix as the marketing strategic framework here.
Tactics
It covers the specific activities of the marketing mix (7P’s) that you plan to achieve the objectives of your marketing plan. This section of a marketing plan relates to putting the strategy into action (step by step) you would be going into a lot more detail for each tactic.
Action
It covers what needs to be achieved for each of the tactics listed in the previous section of the SOSTAC plan to realise the objectives of your marketing plan.
Please use a Gantt Chart to help explain the actions as part of the strategy and tactics.
Control
The final stage is to layout how you plan to monitor and measure your performance. Look to set the KPI's per tactic that tie back into the objectives set and set up a weekly/monthly set of monitoring dashboards to ensure you are on track to meet the objectives set.
Conclusion – it should be the summary of your key findings and recommendations.
References – Make sure you follow APA style.
Layout
Your work should be word processed in accordance with the following:
· Font style, Arial or Times New Roman, font size 12
· 1.5 line spacing.
· The page orientation should be ‘portrait’
· Margins on both sides of the page should be no less than 2.5 cm
· Pages should be numbered
· Your student number should be included on every page
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