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Posted: February 9th, 2023
ASSESSMENT BRIEF
Module title: Strategic Marketing RBP020L061A
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Type of assessment: Report Plan
Submission Date: 2PM, 3rd January, 2023
Instructions for assessment
Instructions for assessment
The mode of assessment: A written report on the design of a marketing strategy and implementation plan for a new or improved product or a service of your choice underpinned by academic and professional literature. The proposed product must be marketed by an existing, well-known company.
• What % of marks (if any) are awarded for presentation of work and referencing: 10%
• Word limit:3500 max excluding references and appendices
Module title: Strategic Marketing RBP020L061A
Strategic marketing is a process of developing and implementing marketing strategies that are aligned with the overall goals and objectives of an organization. It involves analyzing the market and the competition, identifying target customers, and developing a marketing mix (product, price, promotion, and place) that will effectively reach and appeal to those customers.
Some key elements of strategic marketing include:
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Market research: Gathering and analyzing data about the market, customers, and competitors to inform marketing decisions.
Target market identification: Identifying specific groups of customers that the organization wants to reach and appeal to.
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Marketing mix: Developing a plan for the four key elements of the marketing mix (product, price, promotion, and place) that will effectively reach and appeal to the target market.
Marketing objectives: Setting specific, measurable, achievable, relevant, and time-bound goals for the marketing efforts.
Marketing budget: Allocating resources and establishing a budget for marketing activities.
Implementation and evaluation: Putting the marketing plan into action and regularly evaluating its effectiveness.
By following a strategic marketing process, organizations can effectively reach and appeal to their target customers and achieve their marketing and business goals.
Your final report should include the following sections
Part 1: Introduction and Product/Service Description (10%)
A brief description and rationale for introducing the new or improved product or service that is the focus of your report. Agree your choice with your tutor by week 3.
Part 2: A Critical Analysis of the Market Context (20%)
Get custom essay samples and course-specific study resources via course hero homework for you service - Include a brief analysis of the market:
• Key market trends (e.g. growth trends)
• Who are the key competitors and how are they positioned?
• Summarise the current customer attitudes/behaviours in this market
• Identify the main issues / opportunities you think are relevant including social and/or ethical issues (if relevant)
Part 3: Segmentation, Targeting and Positioning (STP) (20%)
• What base(s) of segmentation you have used and why?
• Get custom essay samples and course-specific study resources via course hero homework for you service - Include size, geodemographic, psychographic etc.
• Summarise the profile and persona of your target market and, if not a completely new product, how is the target market different from the segment(s) targeted in the past?
• Get custom essay samples and course-specific study resources via course hero homework for you service - Include a statement that identifies why your target market should buy your improved product or service– i.e. what benefits it now offers and what problems it solves?
Part 4: Your Recommended Extended Marketing Mix (given your analysis above) (30%)
Traditional marketing mix elements:
• Product (include, for example branding and packaging and service quality)
• Pricing Strategy
• Promotional Strategy including Digital Media
• Channel or Distribution Strategy
Services marketing mix elements (where appropriate):
• Process
• Physical evidence (e.g. including essential and peripheral evidence, servicescape etc.)
• People (including role of customer in the value creation process as well as employees and/or relationship marketing challenges)
Part 5 A discussion of Implementation Issues (10%)
This section should discuss issues related to implementation such as co-ordination between different departments and the role of internal marketing, as well as resources and capabilities required to implement your chosen marketing strategy.
A further 10% of your grade is allocated to presentation and referencing (10%)
Structure and presentation
Any written work should be spell-checked and a contents page should be included. Do not use various font sizes and colours Black ink, Arial, size 11, 1.5 lines spaced is recommended. Use DIN A4 format and page margins of 2.5 cm or 1 inch.
How will your work be assessed?
Your work will be assessed by a subject expert who will use either the marking criteria provided in the section “Instructions for assessment” or the Marking rubric enclosed in the Appendix, as appropriate for this module. When you access your marked work it is important that you reflect on the feedback so that you can use it to improve future assignments.
Referencing and submission
You must use the Ace my homework - Write my essay - Harvard System.
Appendix: Marking rubric
Grade Category
(range)
Assigned mark
________________
Marking criteria
(weight out of 100)
Outstanding
Introduction 10%
Introduction and Product/ Service Description
Cannot be improved on Excellent Introduction and Product Service Description Very Good Introduction and Product Service Description Good Introduction and Product Service Description Satisfactory Introduction and Product Service Description Underdeveloped rationale for introduction of product and Product/Service Description Introduction and Product Service Description are below the necessary standard Introduction and Product Service Description are substantially below the necessary standard Missing or wrong. Doesn’t meet the basic assessment criteria
Mkt Context 20%
A critical analysis of the Market Context
Cannot be improved on Excellent Critical Analysis of the Market Context Very Good Critical Analysis of the Market Context Good Critical Analysis of the Market Context Satisfactory Critical Analysis of the Market Context Generic/ underdeveloped/ descriptive Analysis of the Market Context Critical Analysis of the Market Context are below the necessary standard Critical Analysis of the Market Context are substantially below the necessary standard Missing or wrong. Doesn’t meet the basic assessment criteria
STP 20%
Segmentation, Targeting and Positioning Cannot be improved on Excellent Critical Analysis of the Segmentation, Targeting and Positioning Very Good Critical Analysis of the Segmentation, Targeting and Positioning issues Good Critical Analysis of the Segmentation, Targeting and Positioning issues Satisfactory Critical Analysis of the Segmentation, Targeting and Positioning issues Generic or underdeveloped Analysis of the Segmentation, Targeting and Positioning Critical Analysis of the Segmentation, Targeting and Positioning are below the necessary standard Critical Analysis of the Segmentation, Targeting and Positioning are substantially below the necessary standard Missing or wrong. Doesn’t meet the basic assessment criteria
Ext MKT Mix 30% Cannot be improved on Excellent Recommended Extended Marketing Mix Very Good Recommended Extended Marketing Mix Good Recommended Extended Marketing Mix Satisfactory Recommended Extended Marketing Mix Generic or underdeveloped Recommended Extended Marketing Mix Recommended Extended Marketing Mix are below the necessary standard Recommended Extended Marketing Mix are substantially below the necessary standard Missing or wrong. Doesn’t meet the basic assessment criteria
Implement - 10%
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