Assessment Problem: Semester-Long Marketing Plan Project
Purpose of the assessment (with ULO) - This assignment requires your group to undertake the process of analyzing one organisation and its operating environments from a marketing perspective. And then apply the learning from lecture 1-9 in the development of marketing strategy. You will provide an overview of this organisation, as well as detail the type of orientation towards marketing it takes. You are also required to examine and analyze the context and environments in which this organisation operates (its industry and the macro-environmental forces impacting on the industry).
Semester-Long Marketing Plan Project:
An effective way to help students learn about marketing management is through the actual creation of a marketing plan for a product or service. This project is designed to accomplish such a task.
Dividing the class into groups (4 students in one group), have each group decide on a consumer product or service they wish to bring to market. It can be an existing product/service or they can create a new product/service.
During the course of the semester, each of the elements of the marketing plan, coordinating with the text chapter, will be due for the lecturer's review.
The lecturer is encouraged to review each submission and suggest areas for improvement, for more detailed study, or if acceptable to allow the students to proceed to the next phase in development. At the end of the semester, each group is to present their entire marketing plan to the class.
Topics:
1. Marketing for the New Realities
2. Marketing Strategies and Plans
3. Marketing Research
4. Consumer behaviour
5. Identifying Market Segments and Targets
6. Brand Positioning and Brand Equity
7. Product strategy
8. Pricing strategies and programs
9. Integrated marketing channels and distribution system
10. Integrated Marketing Communications: Part 1 Designing and managing integrated marketing communication
11. Integrated Marketing Communications: Part 2 Managing Mass Communications.
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Attachment:- Marketing Management.rar