Marketing coursework masters Company automotive – TATA Product – nano University guideline- The assignment requires students to select a brand and product/service from the following industries and develop a marketing plan for a campaign with tactical suggestions and mock-ups/illustrations. • Clothing, Footwear & Accessories • Automotive • Retail • Holidays and Travel • Healthier Lifestyles A)Situational Analysis (c. 750-1,000 words) • Justification for the brand and chosen market and campaign proposal • Key findings from the environmental audit • The organisation’s strategic pyramid includes two SMART objectives for the campaign B) Segmentation, Targeting and Positioning (c. 500 words) • What base(s) of segmentation have you used and why? a. Include size, geo-demographics, psychographics etc. • Justification for the chosen segment/approach • Customer analysis and buyer behaviour (target consumer profile) • The value proposition for your selection and how your strategy will meet the needs of the chosen segment C) Your Recommended Marketing Mix (c. 1,500 – 1,750 words including mock-ups) *This section should be tightly linked to your analysis above • Product (include branding and packaging, if applicable) • Pricing Strategy • Promotional Strategy (Acknowledging the paid, owned, and earned media) • Channel/ Distribution Strategy • Please, note that we want to see graphic examples in this section applying the concepts from the unit to your work. This can include packaging, draft promotional activity, social media posts, etc. These do not need to be of professional quality. Application of content from the unit to justify the decisions made will get better results) Your work needs to show that you have accessed good quality information on your market and product (e.g. Mintel, Passport, MarketLine Advantage etc. any reliable site ) and that you have used the concepts, models and theories about marketing from the module (e.g. from the lecture materials and from the core text). Classes according to weeks Week 1- Introduction & Assignment Briefing. The Strategic Planning Process Week2- The marketing and strategy environment, larger (macro) and task environment, change and drivers in environments The Performance Environment & Competitive Benchmarking Week3- The Micro-environment: Core and competitive, business level and corporate strategies (The role of mission, vision and corporate objectives) Week4- Portfolio Analysis, Internal analysis. Marketing and organisational resources, capabilities, and competencies. Offensive and defensive strategies and sustained competitive advantage. Week 5- Customer Analysis (Segmentation, Targeting and Positioning) Models of buyer behaviour, and factors influencing behaviour Week 7- Marketing Planning & Implementation – Pricing Strategies Week 8- Marketing Planning & Implementation – Channels/Distribution Management Week 9- Marketing Planning and Implementation – Marketing Communication and Advertising Week 10- Controls Referencing You MUST use the Harvard System. The Harvard system is very easy to use once you become familiar with it. Marking scheme- 80-100 Distinction Plus. Outstanding performance that fulfils and exceeds designated learning outcomes Exceptional piece of work. Assignment- potentially publishable as a working paper. In examination – knowledge and understanding of material beyond that stipulated in the unit, rigorous application and showing originality and insight. 70-79 Distinction. Excellent performance relative to designated learning outcomes The candidate has met the criteria and has demonstrated a high degree of analytical ability, originality and insight using a wide range of sources. Has demonstrated an outstanding performance in the designated learning outcomes for the unit. Has demonstrated an unusually high level of comprehension of the academic content of the unit and has shown clear evidence of appreciating its professional application. 60-69 Good Pass(Merit level standard). Very good performance relative to designated learning outcomes The candidate has met the criteria well. Student identifies the key issues, demonstrates a good grasp of the relevant concepts and is able to argue logically and organise the answer well, with evidence of relevant reading. Generally shows good writing ability. Demonstrates good powers of critical thought, provides useful of examples to illustrate points and justify arguments, and displays evidence of reading of the subject along with appreciation and original thought. No significant weaknesses in competence in the subject. Has demonstrated a fully satisfactory performance in the designated learning outcomes for the unit. 50-59 Pass. Good performance relative to designated learning outcomes The candidate has met the criteria. Student identifies many of the key issues and shows some ability to argue logically and organise an answer. Demonstrates knowledge of the material provided in the basic readings but without much evidence of critical thought or wider reading in, or appreciation of the subject. May reveal evidence of some deficiencies in knowledge and understanding. Has demonstrated a satisfactory performance in the designated learning outcomes for the unit. 40-49 Low Pass. Satisfactory performance in designed learning outcomes The candidate has met the criteria, although there are important weaknesses. Student identifies some of the key issues, shows some ability to construct an argument and has reasonable presentation skills. May reveal evidence of some deficiencies in knowledge and understanding. Shows comprehension of the basic facts and principles. Has demonstrated a satisfactory performance in the designated learning outcomes for the unit. 35-39 Borderline Fail. The candidate has marginally failed to demonstrate an ability to meet the criteria. Prone to inaccuracy and tendency to irrelevance. Only partial knowledge and understanding of key concepts and ideas. Shows poor comprehension of the basic facts and principles. Has not demonstrated satisfactory performance in the designated learning outcomes for the unit. No evidence of original thought. (marks in this range are potentially condonable – i.e., depending on the student’s overall profile of marks, it is possible for credit to be awarded without the need for a successful retrieval to be undertaken) 0-34 Fail. The candidate hasfailed to demonstrate an ability tomeetthe criteria. The answer may be totally or largely irrelevant to the question. The candidate shows little knowledge and demonstrates a poor understanding of the subject. Has not demonstrated satisfactory performance in the designated learning outcomes for the unit. No evidence of original thought. (marks in this range are outside the condonable range and a successful retrieval is required before credit can be awarded)
