MBA5001 Marketing Plan Assignment
Assessment 3: Marketing Plan
| Weight | Length | Due Date | Learning Outcomes |
| 50% | Marketing Plan (3000 words) | Week 14 | 2,3 5 |
Task
Students are asked to write a marketing plan for an organisation’s new product to be launched into the market (student to select firm and product). The student must consider the current climate of the industry by analysing current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality and management of its sustainable marketing effort. Assume the role of marketing manager for the product/brand and your job is to construct a marketing plan to grow/extend the brand.
Your written marketing plan should include:
- Current Business
- Marketing Objectives
- Competitors of the business
- Strategic Marketing approach
- Marketing Mix (4Ps) – including NPD process
The primary aim of this assessment is to understand the theory of marketing and role of marketing in businesses. The secondary aim of this assignment is to give you the opportunity to enhance your analysis, critical thinking, written communication skills and theoretical applications.
Referencing: You required to use minimum of 15 academic references. Use proper in-text referencing as well as list of references. The referencing style must follow the APA referencing style.
Word limit: The paper/plan must be of 3000 words in length excluding references.
Submission: All work must be submitted on the Learning Management System by the due date
Assignment Structure
Executive Summary
Table of Contents
Body of the plan to contain Section Headings – e.g.
- Introduction: Purpose of the paper, scope and limitations
- Background to the selected industry, and the business organization
- Current Business
- Overview of Current Business
- SWOT and current VRIO Analysis
- Marketing Objectives: Proposing the need of new product/product extension to grow your brand
- Short- and long-term objectives
- Market and Competitor analysis
- Strategic Marketing approach
- Segmentation
- Targeting
- Positioning
- Marketing Mix (4Ps/7Ps) Ethical and sustainable approach
- Product- NPD process
- Price
- Place
- Promotion
*you can consider application of 7Ps if necessary
- Recommendations: (e.g., Blue Ocean, PLC etc. etc.)
- Conclusion
- References list
NOTE:
-Use relevant theoretical concepts and application
-Sub-sections are to be numbered
-Paragraphing must be used
-Page numbers must be used.
-Reference List at the end must be in APA format and consist of mainly academic journal articles.
Submission Instructions
All submissions are to be submitted through Turnitin. Drop-boxes linked to Turnitin will be set up in Moodle. Assessments not submitted through these drop- boxes will not be considered.
The Turnitin similarity score will be used in determine any plagiarism of your submitted assessment. Turnitin will check conference web-sites, Journal articles, online resources and your peer’s submissions for plagiarism. You can see your Turnitin similarity score when you submit your assessments to the appropriate drop-box. If your similarity score is of concern you will have a chance to change your assessment and resubmit. However, re- submission is only allowed prior to the submission due date and time. After the due date and time have elapsed you cannot make re-submissions. Thus, plan early and submit early to take advantage of this feature. You can make multiple submissions, but please remember the teaching team will only grade your last submission, and the date and time you submitted will be taken from that submission.
| Student name/s: | Score & Grade | |||||
| Rubric: Major assessment (Marketing Plan) (50%) | ||||||
| Rating Criteria | Developing | Competent | Exemplary | |||
| Fail (N) 0-49% | Pass (D) (50- 59%) | Credit (C) (60-69%) | Distinction (B) (70-79%) | Higher Distinction (A) (80-100%) | ||
| Marketing Plan (Content, coherence, analysis, and logic) | Lacks/limited in appropriate and relevant selection of firm and product identified. Paper fails/lacks clear organisation, or rigor in marketing plan for an organisation’s new product launch. Fails/limited to present/analyse the current climate of the industry specifically analysing current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality, and management of its strategic marketing effort. Limited logical explanation of the analysis and of ideas and impact of marketing launch. | An appropriate and relevant selection of firms and product identified. Paper is organised in marketing plan for an organisation’s new product launch. Presents the current climate of the industry with some specific analysis of the current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality, and management of its strategic marketing effort. Logical explanation of the analysis and of ideas and impact of marketing launch. | An appropriate and relevant selection of firm and products identified. Provides an adequate clearly organised, rigorous, marketing plan for an organisation’s new product launch. Presents the current climate of the industry with specific analysis of the current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality, and management of its strategic marketing effort. Logical and coherent explanation of the analysis where paper has organisation of ideas and impact of marketing launch. | An appropriate and relevant selection of firms and products identified. Provides a clearly organised, marketing plan for an organisation’s new product launch. Presents and analyses towards a higher-order level the current climate of the industry specifically analysing current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality, and management of its strategic marketing effort. Logical, coherent and some analytical explanation of the analysis where paper is reflective of clear organisation of ideas and impact of marketing launch. | An appropriate and relevant selection of firm and product identified. Provides a clearly organised, rigorous, marketing plan for an organisation’s new product launch. Presents and critically analyses the current climate of the industry specifically analysing current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality, and management of its strategic marketing effort. Logical, coherent and analytical explanation of the analysis where paper is reflective of clear organisation of ideas and impact of marketing launch. |
| Student name/s: | Score & Grade | |||||
| Rubric: Major assessment (Marketing Plan) (50%) | ||||||
| Rating Criteria | Developing | Competent | Exemplary | |||
| Fail (N) 0-49% | Pass (D) (50- 59%) | Credit (C) (60-69%) | Distinction (B) (70-79%) | Higher Distinction (A) (80-100%) | ||
| Communication (written language use and conventions) | Written paper is lacking in representing key aspects of marketing plan. Uses limited relevant referencing and limited integration of current literature to support key points in most of the written report. Greater attention is required with grammatical conventions/proofreading/ self-correction/word limit and scope. | Written paper is basic but represents aspects of marketing plan. Uses relevant referencing and limited integration of current literature to support key points in most of the written report. Some attention is required with grammatical conventions/proofreading/ self-correction/word limit and scope. | Written paper is adequate where some key aspects of marketing plan are provided with some basic level of analysis. Uses relevant referencing and integrates current literature to support key points in most of the written report. Adheres mostly to correct grammatical conventions and vocabulary with some errors requiring attention. | Written paper is clear outlining key aspects of marketing plan. Concepts reflecting towards higher-order thinking and analysis of concepts. Uses relevant referencing and integrates current literature to support key points. Adheres to correct grammatical conventions and vocabulary with few errors. Within word limit and scope. | Written paper is clear outlining key aspects of marketing plan showing Concepts reflect higher- order thinking and analysis of concepts. Uses correct referencing and integrates, multiple, current literature references to support key points. Adheres to correct grammatical conventions and vocabulary. Within word limit and scope. | |
| Comments and overall grade |
Grades
Grade Percentage
•A 80% – 100%
B 70% – 79%
•C 60% – 69%
D 50% – 59%
F 0% – 49%
Referencing style
You must reference all the sources of information you have used in your assessments. Please use the APA
referencing style when referencing in your assessments in this unit. Refer to the Library’s referencing guides for more information.
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Academic misconduct
VIT enforces that the integrity of its students’ academic studies follow an acceptable level of excellence. VIT will adhere to its VIT Policies, Procedures and Forms where it explains the importance of staff and student honesty in relation to academic work. It outlines the kinds of behaviours that are “academic misconduct”, including plagiarism.
Late submissions
In cases where there are no accepted mitigating circumstances as determined through VIT Policies, Procedures and Forms, late submission of assessments will lead automatically to the imposition of a penalty. Penalties will be applied as soon as the deadline is reached.
Short extensions and special consideration
Special Consideration is a request for:
- Extensions of the due date for an assessment, other than an examination (e.g. assignment extension).
- Special Consideration (Special Consideration in relation to a Completed assessment, including an end-of-unit Examination).
Students wishing to request Special Consideration in relation to an assessment the due date of which has not yet passed must engage in written emails to the teaching team to Request for Special Consideration as early as possible and prior to start time of the assessment due date, along with any accompanying documents, such as medical certificates.
For more information, visit VIT Policies, Procedures and Forms.
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Inclusive and equitable assessment
Reasonable adjustment in assessment methods will be made to accommodate students with a documented disability or impairment. Contact the unit teaching team for more information.