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To enhance a clear understanding of the importance of marketing in modern business
To develop a succinct understanding about marketing theories and their application in
devising marketing strategies;
To critically analyse all relevant factors affecting the exchange process;
To enable developing insightful marketing strategies for a business.
How the assessment fits into the subject/course:
Marketing in the 21st century has evolved profoundly where developing winning marketing
strategies has been integral to businesses of all types to achieve its strategic objectives. This
assessment provides students with the opportunity to apply the knowledge and insights developed
in the marketing subject to develop effective marketing strategies for a business, a product, or a
brand. Students are required to develop a complete marketing plan for the Business Case given on
the Blackboard. The emphasis within this assessment should be placed on expanding various steps
as recommended in the marketing plan template while the current marketing situation and threats
and opportunities analysis to be briefly discussed by summarising the discussion from the
Linkages between Assessments 1 and 2:
This assessment builds on the assessment 1 therefore you will be working on the same
Business Case given on the Blackboard for Assessment 1. In assessment 1 you have addressed
two (i.e., current marketing situation and threats and opportunity analysis) out of the eight
steps of a marketing plan. In this assessment you are required to develop a complete
marketing plan for the Business case given on Blackboard.
This assessment task builds on the Situation Analysis that you undertook in Assessment 1. This
assessment task requires you to expand the remaining steps of the marketing plan to:
• Articulate your learning about marketing theories, concepts and principles covered in
the course to demonstrate your level of understanding of them to develop a marketing
• Articulate the link between marketing theories and practices;
• Demonstrate an acceptable level of research skills to reveal the insights;
• Apply appropriate business report writing skills;
• Demonstrate a logical flow and cohesiveness in the analysis and discussion.
• Use the appropriate in text citation and a reference list in the end of your written work. You
should provide at least 15 high quality marketing references to show quality of research.
STRICTLY adhere to the APA style in referencing. Please see more information on referencing
This assessment requires you to act like a consultant to help an organisation develop a winning
marketing strategy that intends to introduce a new product or expand its business/markets.
This assessment builds on the previous assessment, Situation Analysis of your chosen
organisation that you undertook in the assessment one. Therefore, you need to revisit your
assessment 1 and the feedback from your facilitator. Address the concerns, if there is any,
indicated for your attention while summarising the discussion from the assessment 1 for the
current market situation and the opportunities and threats sections for your marketing plan (i.e.,
assessment 2). Then, develop a complete marketing plan for this assessment:
1. Develop a marketing plan – The aspects that you should include are:
a. Identify objectives and issues as well as marketing logic to create customer value;
b. Segmentation, targeting and positioning as well as marketing mix strategies (i.e.,4ps/7ps);
c. Action programmes – how marketing strategies will be turned into specific actions that
answer What will be done? When will be done? Who will do it? and How much will it
cost (budget)? and controls.
To start with this assessment –
2. Outline the following steps:
a. Clearly define the value proposition of your chosen organisation, product, or the brand;
b. Critically evaluate the overall situation of the organisation (should be summarised from
the assessment 1) and suggest appropriate marketing mix strategies:
c. Product – define the product attributes/features to reflect your value propositions
You are advised to review the threes levels that are accompanied with a product and discuss
product line and mix strategies;
d. Pricing – describe the pricing strategy (cost-based, value-based and competition) that you
would recommend to the senior management of the organisation and justify your choice;
e. Distribution – outline the distribution strategies, you should discuss a specific distribution
strategy (s) – intensive, selective, and exclusive. You also need to discuss channel strategies
(i.e., direct and/or indirect, channel levels – single vs. multiple);
f. Promotion – critically evaluate the promotion strategies you would recommend (i.e., pull vs.
push). You also need to discuss promotional mix strategies (i.e., advertising, salesmanship,
sale promotion, publicity, and public relations) as well as media strategies.
Please beware that your marketing strategies should be aligned with the key issues and
objectives and/or value proposition, the organisation’s mission, and vision.
g. Action programmes – explain how marketing strategies will be turned into specific action
h. Budget – provide a supporting marketing budget which is essentially a projected profit
and loss statement.
i. Control – outline the controls that will be used to monitor the progress.
Submit your assignment via the Assessment two link in the main navigation menu in the Blackboard in
MKT600/MKTG6002. Your Learning Facilitator will announce the specific due day, date, and time for the
submission. Please review the TUA overdue policy described in page 5, that applies a 10% deduction/day
up to five days and then 0, through the link copied below: