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Assessment Criteria

The assignment will be evaluated using the following performance criteria:

Content Address all points of information as outlined in the criteria and content for the assignment. Incorporate specific references to readings, theories, ideas, and feedback that assisted you in rethinking your experiences and increasing your awareness of your marketing skills.

Knowledge Demonstrate your knowledge, understanding, skills and perspectives on the course’s learning materials by applying them in the assignment. Link theory and practice by applying what you learned from the readings, reflections, and practical application of your new marketing skills and from discussions with your fellow students.

Theory & Practice Demonstrate the connections between the work of others (course materials, readings, activities, and discussions) and actual organizational principles, practices, and processes. Go beyond general descriptions. Be thoughtful and critical in your analyses, conclusions, and recommendations.

Critical Thinking Use reflective, logical, and rational thinking to gather, combine, process, interpret, and analyze the information to develop a reasonable conclusion. Provide examples to support your comments and observations. Be specific and concrete. Tell a complete story. Avoid generalizations. Support a statement with a specific example that demonstrates your understanding and skill.

Referencing Substantiate your work by referencing it based theories you have learned from the text book. Use APA to reference all of your work.

 

Assignment 1: Marketing Value (10%)

Introduction

This assignment has been designed to help you integrate and apply the marketing concepts you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension will help ensure that you are on track to successfully complete the course. This assignment is worth 10% of your final grade in the course.

1.1: Marketing Concept (30 marks)

Suggested time: 2 to 3 hours

Length: Please write your response in essay format and in point form as appropriate and limit your response to 2 pages using 1.5 line-spacing.

Final Mark: This assignment is worth 10% of your final mark.

Assessment: This part of the assignment will be assessed using the following criteria:

  • The level of detail of the explanation and/or evidence/rationale supporting your conclusions
  • Use of course marketing concepts and terms

Consider an organization of interest to you. This might be a church, a club, a service organization, a sports organization, a company that you would like to work for, or simply an organization that you admire or want to understand better. This should not be a company with whom you are currently employed. It would be helpful if the organization you choose has a website that describes it and its products in some detail.

  1. Based on your own understanding of this organization, assess the extent to which it follows the philosophy behind the marketing concept and new-era orientation. What specific observations or findings led you to draw your conclusions? (10 points)
  2. What type of marketing value does this organization create for customers? What marketing mix (product, price, distribution, and communication) decisions has it made to create this value? (10 points)
  3. Describe two ethical and/or social issues that affect this organization. What, if anything, does this organization do to respond to or address these issues? What else could it do to be more socially or ethically responsible? (10 points)

1.2: SWOT Analysis (25 marks)

Suggested time: 2.5 hours

Length: Please write your response in point form and limit your response to 2 pages using 1.5 line-spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Depth (detail) of the SWOT Analysis
  • Insight of marketing mix implications for SWOT Analysis observations
  • Justification for the most important SWOT Analysis observations and implications

Read the Marketing in Action Case, “Real Choices at Mega Bloks” in Chapter 2 on pages 83–84 in your textbook. Go to the organization’s website at http://www.megabloks.com to learn more about the company. The company is publicly traded on the Toronto Stock Exchange as Mega Brands Inc. (MB). You can do a search on the company to gain additional information on the organization. You may also want to read their Blog, or comments posted on Twitter and facebook.

Using the SWOT framework described in Chapter 2, do a SWOT Analysis of this company, identifying at least six relevant factors (facts or observations) in the internal environment (indicating which ones are strengths and which ones are weaknesses) and six relevant factors in the external environment (indicating which ones are opportunities and which ones are threats).

As you complete your SWOT Analysis, be sure to describe the marketing mix implication of each of the facts or observations you think are important in the internal and external environment. Overall, which four facts or observations do you think are the most important to understand when developing a strategy for the Mega Bloks Company, and why?

Your response will be evaluated as follows:

  1. SWOT Analysis: internal environment factors and marketing mix implications (10 points; 5 for factors and 5 for implication)
  2. SWOT Analysis: external environment factors and marketing mix implications (10 points; 5 for factors and 5 for implication)
  3. Four most important internal environment factors and rationale why these are the most important internal environment factors. (5 points)

1.3: Segmentation & Positioning Concepts (40 marks)

Suggested time: 3 hours

Length: Please write your response in essay format and in point form as appropriate and limit your response to five (5) pages using 1.5 line-spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Depth of the justification
  • Depth (detail) of the profiles
  • Clarity of your description and illustration of the positioning

Reflect on the automobile industry in your country of residence.

  1. Decide on a segmentation approach for the automobile industry in your country of residence, identifying at least four different target market segments of that approach. Justify (from a marketing perspective) why your segmentation approach is an appropriate one, using the criteria in Chapter 6, page 177 in Figure 6.2 in your textbook. (5 points)
  2. Choose three of the target market segments you identified and develop a rich detailed profile for each of these segments in point-form, using the major headings in Chapter 6, page 195 in Figure 6.7 in the textbook. Indicate with an asterisk (*) the characteristics or attributes of each segment that are assumptions that you would want to test with research. (15 points)
  3. Generate at least three ideas for how the marketing mix strategy of an auto manufacturer might be different for each of these three target market segments based on your profiles. (6 points)
  4. Assume the role of the marketing manager for a car brand. (You can decide which one and whether is it a model brand like Honda Civic or a variant like a Honda Civic LX.) Choose which target market segment you would focus on as your primary segment (target audience). Provide rationale (from a marketing perspective) for why this segment is more attractive than alternative segments you rejected. (6 points)
  5. Identify three car brands/models that are currently positioned to be attractive in one of the target market segments you profiled in 1.3.b. Describe how these brands/models are positioned by identifying: 1) at least three ways in which the brands/models uniquely appeal to customers in this segment or are more attractive than their competitors and 2) at least three ways the three brands/models in this segment differ from brands/models competing in other segments. (6 points)
  6. Based on your answer to question 1.3.e, develop two positioning maps that illustrate how these car brands/models are positioned in your country. (2 points)

1.4: Report Structure and Presentation (5 marks)

Remember, you will be judged by the structure, clarity, presentation, and quality of your work, which in this case are your assignments and your Final Project. The assignments are to be prepared and presented in a formal manner suitable for business.

To ensure the quality of your written work, refer to the Assignment and Final Project Structure under the Assignments Section on the course left-navigation bar in Blackboard.


 

Assignment 2: Understanding Customers’ Value Needs (20%)

Introduction

Assignments have been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension will help ensure that you are on track to successfully complete the course. This assignment is worth 20% of your final grade in the course.

2.1: Market Research Concepts (20 marks)

Suggested time: 2.5 hours

Length: Please write your response in essay format and limit your response to 2 pages using 1.5 line-spacing. If you need to include a table, attach it as an exhibit or appendix and summarize your findings in the body of the assignment.

Final Mark: This assignment is worth 20% of your final mark.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Demonstration of ability to navigate the Statistics Canada website to retrieve the requested information.
  • Critical assessment (advantages and disadvantages) of the use of Statistics Canada data for market segmentation and strategy development.

Statistics Canada is a key source of secondary data in Canada, particularly for basic demographic information on Canadian cities and regions. Using both Statistics Canada data (http://www.statcan.gc.ca) and any other data you can find on the Internet, develop a report on a Canadian city of your choice that answers these questions:

  1. What is the total population of the city? (2 points)
  2. Using means (averages), frequencies (number of people), and percentages provided by Statistics Canada describe: (8 points)
    • The population of the city in terms of age, income, education, ethnic background, marital status, occupation, and housing
    • The demographic characteristics of the entire Canadian population
    • The most significant thing you learned from this exercise
  3. Review all of the information provided on the Statistics Canada website. For marketers seeking to develop market segment profiles or marketing strategy, what are four advantages and four disadvantages of using this data, from a marketing perspective? (10 points)

2.2: Consumer and Organizational Buying Behaviour (20 marks)

Suggested time: 2 to 3 hours

Length: Please write your response in essay format and in point form as appropriate and limit your response to 2 pages using 1.5 line-spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

  • The extent to which the answer provides comparison and contrasts and is able to illustrate how the model applied or did not apply in this situation.
  • Depth of insight with respect to the implications for sales and marketing.

In this module, you learned that consumers and organizations go through a progression of steps as they make purchase decisions.

  1. Describe your decision process for each step in the consumer decision-making process when deciding to purchase an Apple iPad (http://www.apple.com) (5 points)
  2. How does your consumer decision-making process for an Apple iPad compare with the model illustrated in Figure 5.5 in the textbook on page 164? (5 points)
  3. With respect to Figure 2.1, the FCB Grid discussed earlier in this module, what type of decision is your decision to purchase an Apple iPad? Explain why your decision is a high/low involvement and a think/feel decision? (5 points)
  4. Assuming the consumer decision-making process is typical and that competition in the tablet market continues to increase, what are five sales and marketing implications for Apple to increase their chance of success in selling to a consumer like you? (5 points)

2.3: Mega Bloks— Segmentation and Positioning (45 marks)

Suggested time: 4 to 6 hours

Length: Please write your response in essay and/or point form as appropriate and limit your response to 3–4 pages using 1.5 line-spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Strategic marketing insight of the SWOT Analysis
  • Level of detail in the target market segment profiles
  • Depth of rationale and use of marketing concepts, terms, and information to support conclusions or recommendations

Refer to Assignment 1.2 SWOT Analysis for Mega Bloks. Reread the Marketing in Action Case, “Real Choices at Mega Bloks” in Chapter 2 on pages 83–84 in your textbook and review the organization’s website at http://www.megabloks.com to learn more about the company.

  1. Review the SWOT Analysis and four most important factors and their rationale facing this organization from your first assignment. Include both in this assignment. (0 points (used for reference only))
  2. Decide on a segmentation approach for this market. Identify at least three target market segments in this market that fit this segmentation approach. Justify (from a marketing perspective) why this segmentation approach is a good one. (10 points)
  3. Develop detailed target market profiles for these three target market segments using your own experience, secondary research, and exploratory research methods (interviews with customers and/or direct observation). Ensure you apply consumer or organizational buying behaviour concepts and terms in the profile development. (15 points)
  4. Make a recommendation for the selection of a primary target market segment (target audience) you think this organization should target. Provide rationale as to why this target market segment should be the primary target market segment. (5 points)
  5. Determine a positioning strategy for the organization for your primary target market segment. Provide two reasons, from a marketing perspective, why this positioning is appropriate for your target audience. (5 points)
  6. Describe, from a marketing perspective, what allows this organization to defend this positioning or what competencies would need to be developed. (5 points)
  7. Draw a positioning map to illustrate your positioning strategy. (5 points)

2.4 Customer Relationship Management (10 marks)

Suggested time: 1 hour

Length: Please write your response in essay format and limit your response to 1 page using 1.5 line-spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Level of detail in the explanation of CRM
  • Use of marketing terms and concepts to support the process

Review the information about Customer Relationship Management in your textbook and answer the following questions.

  1. What is CRM and why is it important? (5 points)
  2. Describe the steps used in implementing a CRM System (5 points)

2.5 Report Structure and Presentation (5 marks)

Remember, you will be judged by the structure, clarity, presentation, and quality of your work. Prepare and present your assignments in a formal manner suitable for business.

To ensure the quality of your written work, refer to the Assignment and Final Project Structure under the Assignments Section on the course navigation bar.

Assignment 3: Create the Value (10%)

Introduction

This assignment has been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension will help ensure that you are on track to successfully complete the course. This assignment is worth 10% of your final grade in the course.

3.1: Diffusion of Innovation and Product Concepts (25 marks)

Suggested time: 1 to 2 hours

Length: Please write your response in point form and limit your response to 2 to 3 pages using 1.5 line-spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Understanding of the factors that influence the adoption and diffusion of innovation.
  • Identification and description of the marketing mix implications of each factor in this context.

As a member of Microsoft’s a new product team you participated in the development and marketing of “Surface” the company’s entry into the tablet world.

Go to Microsoft’s website at http://www.microsoft.com/Surface/en-CA. Review the product information about their tablet, the Surface.

  1. Consider the product factors that influence the rate of adoption and diffusion of innovation. For each of the five factors, explain how that factor might affect the speed of the adoption of the new tablet, the Surface. Will each factor increase or decrease the rate of adoption? (10 points)
  2. Identify five other non-product-related factors that might influence the rate of diffusion of innovation. Draw from your own experience on what influenced you to buy or not to buy a new product. (5 points)
  3. Then make five marketing recommendations to the Microsoft’s team manager that will speed the adoption of the new product now that it has been introduced. These might relate to personal factors, sociocultural factors, organizational factors, or other factors outside of the control of marketers. (10 points)

3.2: Product Management Concepts (50 marks)

Suggested time: 2 to 4 hours

Length: Please write your response in essay format and/or point form as appropriate and limit your response to 4 pages using 1.5 line-spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Comprehensiveness
  • Depth of insight and analysis
  • Rationale/support for the conclusions drawn

Go to the Internet and log onto Starbucks’ website at http://www.starbucks.ca. At the bottom of the home page under “About Us” read about the company’s heritage, company, and investor relations (overview). Go back to the top of the home page and review the products, menu offerings, and the responsibilities of the company. If you have an opportunity visit a Starbucks store. (This is not necessary to successfully complete this part of the assignment.)

Now answer the following five questions:

  1. In spite of heavy competition from other coffee retailers in the marketplace, Starbucks secured the largest market share. What five factors do you think accounted for Starbucks’ success in securing its market share? (10 points)
  2. Using marketing concepts, terms, and information from this module, describe Starbucks’ product strategy of in terms of:
    • Product concept: core, actual, augmented, and potential product. (8 points)
    • Product line: width, length, depth, and product line strategy. (12 points)
  3. Describe and evaluate the branding strategy for Starbucks. What are the main advantages and disadvantages of this strategy? (5 points)
  4. Given Starbucks’ growth all over the world, how would you recommend they organize their marketing effort (the structure of the people) for managing existing products and developing new products? (5 points)
  5. In your opinion, what stage of the product life cycle are Starbucks’ products? What makes you think so? What are the marketing mix implications of being in this stage? Discuss product strategy, pricing strategy, distribution strategy, and communication strategy implications. (10 points)

3.3: Pricing Strategy (20 Marks)

Suggested time: 1 to 2 hours

Length: Please write your response in point form and limit your response to one to 2 pages using 1.5 line-spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Comprehensiveness
  • Depth of insight and analysis
  • Rationale/support for the conclusions drawn

When pricing a new product, a marketer will select a strategy from several different price strategy options. The most common strategies used are skimming price and penetration price.

  1. What are the advantages and disadvantages of each of these two price strategies for the organization? (10 points)
  2. What are the advantages and disadvantages of each of these two price strategies for the customer? (10 points)

3.4: Report Structure and Presentation (5 Marks)

Remember, you will be judged by the structure, clarity, presentation, and quality of your work. Prepare and present your assignment in a formal manner suitable for business.

To ensure the quality of your written work, refer to the Assignment and Final Project Structure under the Assignments Section on the course navigation bar.

 

 

Assignment 4: Communicate the Value (20%)

Introduction

This assignment has been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension will help ensure that you are on track to successfully complete the course. This assignment is worth 20% of your final grade in the course.

4.1: Decisions (15 marks)

Suggested time: 1 to 2 hours

Length: Please write your response in essay format and/or point form as appropriate and limit your response to 1 page using 1.5 line-spacing. If you need to include a table, attach it as an exhibit or appendix.

Final Mark: This assignment is worth 20% of your final mark.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Comprehensiveness of the recommendations
  • Rationale used to support those recommendations

Based on your understanding of integrated marketing communications, answer the following questions:

  1. What is the definition of integrated marketing communications? (5 points)
  2. Explain five benefits of integrated marketing communications? (5 points)
  3. What are two important integrated marketing communication initiatives for this year? Explain why you think these are important for marketers. (5 points)

4.2: Advertising Critique (35 marks)

Suggested time: 1 to 2 hours

Length: Please write your response in essay format and/or point form as appropriate and limit your response to 2 pages using 1.5 line-spacing. If you need to include a table, attach it as an exhibit or appendix.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Depth of insight and analysis
  • Support for the conclusions drawn
  • Use of course concepts
  • Demonstration of critical thinking

Select, from any medium, two advertisements: one that you think is effective, and one that you think is not effective.

  1. Attach the ads to your assignment. Indicate where the ads came from and what media was used. Where was the ad placed (in what part of the magazine or newspaper, or when it was aired on television or radio, or was it part of digital media?)? (5 points)
  2. Describe and then critique each of the two ads separately. Use the eight headings below when you critique each ad. (10 points for each)
    • Target audience
    • Communication objectives
    • Overall communication strategy
    • Positioning statement and key messages
    • Communication tactics
    • Communications mix
    • Creative execution
    • Evaluation
  3. For each ad, describe the actual or perceived value created for the target audience. Explain what leads you to this conclusion. (10 points)

4.4: Communication Brief (45 marks)

Suggested time: 3 hours

Length: Please write your response in essay format and/or point form as appropriate and limit your response to 3 pages using 1.5 line-spacing. If you need to include a table, attach it as an exhibit or appendix.

Assessment: This part of the assignment will be assessed using the following criteria:

  • Depth of insight and analysis
  • Comprehensiveness of the recommendations
  • Use of marketing concepts and analysis to support the recommendations

Assume the role of the director of marketing for Lotusland Vineyard (http://www.lotuslandvineyards.com/index.php) and think about how to improve upon their current level of success. You will need to do some research on the Internet to gather additional information about the organization.

Develop a Communication Brief for the next phase of the “Lotusland” branding strategy, for one target audience that you think is important to their growth.

Describe each element in the Communication Brief and provide a rationale for each of your recommendations using consumer behaviour insights, marketing concepts, and analysis.

Assume that you have a $100,000 budget to develop an Integrated Marketing Communications plan.

In your Communication Brief describe and provide a rationale for each of the following points:

  • Target audience profile (5 points)
  • Communication objective(s) (5 points)
  • Overall communications strategy (5 points)
  • Positioning (describe and illustrate with a map) and key messages (5 points)
  • Communications tactics (5 points)
  • Communications mix to support your strategies (5 points)
  • Suggestions for creative concept and execution (5 points)
  • Budget allocation (how much money you will allocate to different elements of the communications mix and why) (5 points)
  • Describe the actual or perceived value created for the target audience. Explain what leads you to this conclusion. (5 points)

4.5: Report Structure and Presentation (5 marks)

Remember, you will be judged by the structure, clarity, presentation, and quality of your work. Prepare and present your assignments in a formal manner suitable for business.

To ensure the quality of your written work, refer to the Assignment and Final Project Structure under the Assignments Section Section on the course navigation bar.

 

 

Final Project (2 parts – 30%)

The Marketing Plan and Web Discussion Report is a comprehensive, two-part project that provides you with an opportunity to review and apply the marketing concepts, terminology, and approaches you learned in this course.

The parts of the project include:

Part A: Marketing Plan (worth 25% of the final mark)

Part B: Web Discussion Report (worth 5% of the final mark)

In the Marketing Plan you will develop a plan for a consumer product in an existing and established organization that you select but which your Open Learning Faculty Member must approve. In the Web Discussion Report you will reflect and comment on three of the online discussions in which you participated during the course. You will also provide a summary of your learning and growth through your initiation of and participation in the course discussions.

Part A: Marketing Plan (100 marks) – 25%

You learned about various aspects of the marketing through your reading, activities, discussions, and assignments in the course. Now it is time to bring it all together and develop a Marketing Plan for a consumer product.

Think about some consumer products you are interested in learning more about and analyzing from a marketing perspective. Choose one of these consumer products, ensuring it is from a well-established organization that has direct competitors. This many not be an organization for which you currently work.

Contact your Open Learning Faculty Member by email and briefly explain:

  1. The reasons why you would like to use this consumer product and organization
  2. The product market on which you want to focus
  3. The information sources available on which to base your analysis

Your Open Learning Faculty Member must approve these choices so that multiple learners are not working on the same consumer product, organization, and product market, and so that she or he is confident that you will be able to successfully complete the Marketing Plan.

Suggested Time: 15 to 20 hours

Length: 12 to 15 pages (6000 to 7500 words) not including the Appendices

Final Mark: Part A of the assignment is worth 25% of your final mark. Together with Part B, the Final Project is worth 30% of your final mark.

Assessment: Your submission will be assessed on the following criteria:

  • Comprehensiveness of the Marketing Plan
  • Depth of analysis and strategic insight
  • Extent of the rationale provided for recommendations made
  • Use of course marketing concepts, terms, and information

We recommend that you write a draft of your Marketing Plan, then edit it to make it more succinct. Also, be sure to properly cite the sources used in your Marketing Plan.

Prepare and present the Marketing Plan in a formal manner suitable for business. Ensure it does not contain any grammar, spelling, punctuation, and/or formatting errors. Make sure it includes an Executive Summary, a Table of Contents, and an Appendix as per the assignment criteria and a list of references and resources used in the preparation of the plan.

IMPORTANT

In developing the Marketing Plan, it is critical to emphasize the justification for each action recommended. Grading is weighted heavily in favour of assignments that refer back to and/or reference course materials, including the concepts, terms, and information, as well as any other outside sources. It is important to demonstrate your knowledge and understanding of the course materials in the reasoning and application used in the Final Project.

Marketing Plan

Executive Summary

  1. Identify the key marketing decision(s) that need to be made or issues(s) that need to be addressed for the consumer product.
  2. Name your target market audience and summarize the rationale for your choice.
  3. Summarize your positioning and marketing mix recommendation and your rationale for each.
  4. Sum up your overall recommendation(s) and the expected outcome of implementing your Marketing Plan.

Part 1: Current Situation (10 marks)

  1. SWOT Analysis (5 points)
    • Conduct a SWOT Analysis of the consumer product and its organization considering both the internal and external environments and include a marketing mix implication for each factor.
    • Include the detailed SWOT Analysis as an Appendix to the Marketing Plan.
  2. Five Most Important SWOT Factors (5 points)
    • Identify what you believe are the 5 most important factors in the SWOT Analysis.
    • Explain why you think each of these 5 factors is particularly important to understand from a marketing perspective.

Part 2: Target Market Segmentation (15 marks)

  1. Select a segmentation approach and justify why your approach is appropriate, from a marketing perspective, given your consumer product, organization, and the marketplace. (5 points)
  2. Develop detailed and summary profiles for 3 viable target market segments. Include a summary of each profile in the body of the Marketing Plan and include the detailed profiles as an appendix to your Marketing Plan. (5 points)
  3. Evaluate and select 1 of the 3 target market segments as your primary target audience. Explain, from a marketing perspective, why you chose this segment over the other segments. (5 points)

Part 3: Marketing Objectives (5 marks)

  1. Develop 3 marketing objectives to be achieved by your Marketing Plan for your target audience.

Part 4: Product Positioning (10 marks)

  1. Recommend a positioning strategy for your consumer product, the target audience, and the marketplace. (3 points)
  2. Illustrate the intended positioning strategy with a positioning map. (2 points)
  3. Explain what allows this consumer product and organization to defend this positioning strategy and/or what competencies need to be developed, enhanced, or maintained to support this positioning. (5 points)

Part 5: Marketing Mix (20 marks)

Develop a comprehensive set of marketing mix (4Ps) decisions for this consumer product providing a rationale for your recommendations based on your analysis of the consumer product, the target market audience, and the marketplace. Your rationale should include statements that indicate why you think your approach is appropriate for achieving your marketing objectives. When developing your marketing mix decisions, discuss the following:

  1. Product:Objectives, product concept (core, actual, augmented), product line strategy, service strategy, brand name and branding strategy, and packaging and labelling. (5 points)
  2. Price:Objectives, price policy and points’ strategy, tactics, and terms and conditions. (5 points)
  3. Distribution:Objectives, channel strategy, channel management strategy, and CRM. (5 points)
  4. Communication:Objectives, positioning, key message, communication mix strategy, creative strategy, and budget allocation tactics. (5 points)

Part 6: Implementation Plan (10 marks)

Provide recommendations for how your Marketing Plan should be executed. The recommendations should include a discussion of each of the following items:

  1. Implementation schedule (what will be done, by whom, when, with what resources) (2 points)
  2. Measurement and evaluation (how will you determine if your marketing strategy is working or not) (2 points)
  3. Implementation tactics (how will you minimize and/or address weaknesses and threats identified in your SWOT Analysis) (2 points)
  4. Contingency plan (what you will you do if your plan does not perform as expected) (2 points)
  5. Research plan (what information is needed before the marketing strategy and decisions can be executed) (2 points)

Part 7: Financial Projections and Implications (10 marks)

If you do not have access to the information to do this correctly, then, where necessary, make assumptions, label them as assumptions, and demonstrate that you know how to do the financial statement and break-even analysis.

  1. Prepare a projected (pro-forma) income statement for at 2 years that indicates detailed marketing expenses and include it in an appendix at the end of the Marketing Plan. (5 points)
  2. Prepare projected (pro-forma) break-even analysis for at 2 years and include it in an appendix at the end of the Marketing Plan. (2 points)
  3. Discuss the financial implications of the statement and break-even analysis with respect to your Marketing Plan and include it in the body of the Marketing Plan. (3 points)

Part 8: Overall Recommendation (15 marks)

  1. Recommend whether or not your Marketing Plan should be executed and explain why. (5 points)
  2. Support this recommendation through the use of your SWOT Analysis. (5 points)
  3. Back up your recommendation through the use of the course marketing concepts, terms, and information. (5 points)

Part 9: Report Structure and Presentation (5 marks)

Remember, you will be judged on the structure, clarity, presentation, and quality of your work. Prepare and present your assignments in a formal manner suitable for business.

To ensure the quality of your written work, refer to the Assignment and Final Project Structure under the Assignments Section on the course navigation bar.

Part B: Web Discussion Report (100 marks) – 5%

Suggested Time: 2 hours

Length: 2 to 4 pages (1000–2000 words)

Final Grade: Part B of the assignment is worth 5% of your final mark. Together with Part A, the Final Project is worth 30% of your final mark.

Assessment: Your submission will be assessed on the following criteria:

  1. Participation in the 11 discussions in the course
  2. Comprehensiveness of your summary of the major aspects of the discussions
  3. Depth of marketing analysis and insight

The Web Discussion Report requires you to look back at your initiation of and participation in the online discussions and reflect on your learning experience. Revisit 3 of the discussions that were most interesting to you.

Respond to the following questions:

  1. Review your posting to 3 discussions and review the postings of other course participants. For each of these discussions, reflect, analyze, and discuss 2 conclusions you drew fromeach of the 3 discussions, and why. (60 points)
  2. Did the readings and the activities in the course influence your understanding and perspective on marketing? Is yes, how? If no, why not? (20 points)
  3. How did your ideas and views with respect to marketing shift as you progressed through the course? (20 points)

 

 

2 quizzes – 5% each

There are two online quizzes in the course, one after Module 2 and another after Module 5. Each quiz is worth 5 percent of your final grade. You will have sixty minutes to complete each quiz.