Marketing, Marketing Communications and Operations Management  

Academic Year 2024/25

Assessment # 2

Individual Investigative Report (70%)

Word counts: 3500 (+/- 10%)

Title of report:   A Marketing Plan

Assessment criteria

Tasks

1^st Marker

2^nd  marker

1. Critically appreciate and use Marketing Research tools for researching business opportunities. This will provide the student with the necessary background information about performance of the selected organisation and the level of application of marketing theory.

(20 marks)

To write a MARKETING PLAN with the support of:

1. Introduction of “chosen” company (to include products/services being offered)

(10 marks)

2. To conduct the following scans for the “chosen” company

· External scan (PEST)

· Industry scan (MP5FF)

· Internal scan (SWOT)  

(10 marks)       

2. Critically appreciate and use Marketing Strategy models in a global context. Although this outcome would particularly apply to global companies. All businesses should be evaluated from a local as well as a global perspective with a view of further expansion.

(35 marks)

1. To determine the “new” segmentation, target and positioning (STP) for the “chosen” company

(15 marks)

2. To determine the “new” Marketing Mix (4Ps or 7Ps) for the “chosen” company  

(20 marks)

3. Critically appreciate and use Marketing Communications to reach and influence target audiences. This dimension should be evaluated in the light of both content and means of communication.

(20 marks)

1. To propose a new marketing communication

programme/strategy for the “new” strategy for the “chosen” company

(20 marks)

4. Critical appreciation and use of Operations Management to design and develop products/services that meet market requirements

(20 marks)

1. To design and propose the operations management for the “new” strategy for the “chosen” company

(20 marks)

5. Personal learning and reflections

(5 marks)

1 Narrative what was your personal learning for this module

(5 marks)

                                                                Total Marks