Assessment 3 Assessment Type: Marketing Plan Group Learning

Assessment 3assessment Type: Marketing Plan Group As Learning Outcom

Assessment 3 assessment Type: Marketing Plan (Group) As learning Outcomes d and e stipulate teamwork, this assessment MUST be done in groups of 2-4 students per group as advised by your tutor. Students are not permitted to refuse being part of a group. Group report (3000+10% words) Purpose: The aim of this group project is to encourage you to confront the reality that marketing practice is in a large part A GROUP ACTIVITY. It encourages you to recognise that your effectiveness as a marketing professional is largely dependent on your ability to function and contribute as part of a team. This assessment contributes specifically to learning Outcomes a, b, c, d and e. Topic: Marketing Plan for a company – You have to nominate a company (the client) for this plan, tutor needs to approve the company before you can proceed to the next stage. Task Details: Groups will need to develop a Marketing Plan for the next 12 months. Research Requirements: Groups need to base their marketing plan proposals on appropriate theory and other relevant current market information where possible. Groups should support their plan with the text and a minimum of FOUR (4) other academically relevant and acceptable sources. These may include academic journal articles, research reports, industry analyses, etc. but groups need to be aware of the validity of sources e.g. unsupported newspaper article may not be considered valid. Presentation Group Report: For the report, the word count for this assignment should be about 2,000 words (+/-10%), excluding the cover sheet, contents page, references, appendices, and illustrations (e.g., diagrams, graphs and tables). Please stay within the assigned word limits, and indicate the word count on the cover page of the assignment. Assignments shorter than the minimum word count will be awarded a fail grade. 1. Your report should be typed single spaced, using Times New Roman font size of either 10pt or 12pt. 2. Every page should be clearly numbered. 3. Your assignment should include the following parts: a. A cover page, which indicates basic information such as title, module code, intake and semester, full names of all team members (as registered in the course), word count and name of tutor. b. Contents page c. Body (main contents using appropriate headings and subheadings). d. Appendices (if any) e. References 4. Before submitting report: a. Ensure you have references and cited all ideas, words or other intellectual property from other sources used in the completion of your assignment. b. Develop a proper reference list, which includes acknowledgement of all sources used to complete your assignment. References must use the Harvard Style. Please retain a photocopy or softcopy of your assignment Marking Guide: Please note penalties will be applied for late submissions, similar content (collaboration between groups) and plagiarism – see Section 3.3 and 3.4 for details. For the written report, students will be graded on the following: Introduction 10% Marketing/Industry Analysis 10% Competitive Analysis 10% Customer Analysis 10% Brand Analysis 10% Objectives and Goals 5% Marketing Mix Analysis 20% Conclusion 5% Presentation 10% Research Report 10%

Paper For Above instruction

The present assignment involves forming a group of 2 to 4 students to develop a comprehensive marketing plan for a nominated company, which must be approved by the tutor prior to commencement. The primary purpose of this task is to highlight the significance of teamwork in marketing practices and to demonstrate that success as a marketing professional relies heavily on collaborative efforts. The marketing plan will span a 12-month period and should be grounded in relevant marketing theories and current market data.

Each group is expected to provide a detailed report of approximately 2000 words, excluding supplementary sections like the cover sheet, contents, references, appendices, and visuals such as diagrams or tables. The report must adhere to specific formatting guidelines: single-spacing, Times New Roman font (10pt or 12pt), page numbering, and clear structure with appropriate headings and subheadings. The cover page should contain essential details: project title, module code, semester and intake, full names of group members, total word count, and tutor’s name.

The content of the report should include an introduction, market/industry analysis, competitive analysis, customer analysis, brand analysis, clearly defined objectives and goals, marketing mix analysis, and a conclusion. All ideas, concepts, and data drawn from external sources must be properly cited using Harvard referencing style, with a comprehensive reference list at the end of the document. The sources used must be credible and academically relevant, including peer-reviewed journals, industry reports, and research articles. Unsupported or questionable sources such as unverified newspapers should be avoided.

Supporting data such as diagrams, graphs, and tables should be incorporated where applicable to enhance understanding. Appendices may be included to provide additional information but are not essential. Prior to submission, students should verify that all sources are appropriately acknowledged and that the report complies with the specified word count and formatting standards. The final document will be evaluated based on scope, depth of analysis, clarity, and scholarly referencing.

This project aims to develop strategic marketing skills, promote critical analysis, and foster teamwork. The final submission will be assessed across various criteria including originality, analytical rigor, quality of research, presentation, and alignment with stated objectives.

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References

• Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2019). Marketing Management (15th ed.). Pearson.
• Armstrong, G., & Kotler, P. (2021). Marketing: An Introduction (13th ed.). Pearson.
• Ferrell, O. C., & Hartline, M. (2014). Marketing Strategy (6th ed.). Cengage Learning.
• Day, G. S. (2011). Closing the Marketing Capabilities Gap. Journal of Marketing, 75(4), 183-185.
• Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page.
• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.
• Hollensen, S. (2015). Marketing Management: A Relationship Approach (3rd ed.). Pearson.
• Malhotra, N. K., & Birks, D. F. (2021). Marketing Research: An Applied Approach (5th ed.). Pearson.
• Porter, M. E. (1985). Competitive Advantage. Free Press.
• Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.