Project
This assessment requires students to perform a group-work on developing a marketing plan. Outline
of the project will be given as follows. The written marketing plan should be submitted 1 week
before the last session (Session-13) of the course and is going to be presented in the last session of
the course.
Your tasks:
1. Develop a group-project for marketing plan project wherein your group must demonstrate all
marketing knowledge and strategy and framework being taught in this course including take into
account integrating digital technology into the strategic marketing planning. Develop a
marketing plan of unexisting product/service or a brand portfolio to be offered. Else, students
can analyze an existing product or brand and suggest a plan for future improvement and/or
changes. Time-to-time, there might be different emphasis of the project, hence Lecturer(s) will
announce in detail about the project during classes. The report is ±15 to 20 pages, Font-size: 11
pts, 1.5 spacing. Please refer to the scoring rubric to see how the report will be assessed. The
expected outline of the report
2. All group members have to participate actively in the project. Should any of the group
member not contribute equally, other members of the group have the right to report that
particular member to the Lecturer.
3. The assessment rubrics are provided in the Appendices section.
4. The report is suggested to follow the following format:
1. Overview
[Link] summary
Is a summary of the entire plan and, as such, need to address critical points raised in all
elements of the plan.
[Link] of contents
The table of contents provides readers with a quick and easy overview of the plan.
[Link]
Provide an overview of the background to the plan, it includes: 1.3.1. An
overview and description of the products
1.3.2. The motivation behind the marketing strategy
1.3.3. The company vision and mission statement
2. Situation analysis
[Link] environment
2.1.1. Social and demographic trends
2.1.2. Industry environment
[Link] overview
[Link] behavior analysis: demand trends for the product and services
[Link] analysis:
2.4.1. Competitive advantage
2.4.2. Business growth strategy
2.4.3. SWOT analysis
[Link] problem formulation
3. Marketing segmentation, target market, and positioning
[Link] segmentation
[Link] market
[Link]
4. Goals and objectives
Marketing objectives must be derived from the analysis previously conducted and
problem definition, and be specific and measurable.
5. Marketing strategies and tactics
[Link] brand architecture and portfolios (including plans for multichannel
management)
[Link]
[Link]
[Link]
[Link]
[Link] relationship tools for the value-chain
6. Resources allocation and marketing expense budgeting
7. Controls: performance measurement planning and monitoring
8. Marketing organization
9. Appendices (if any)
