Marketing Plan Choose a brand and select 1 marketing strategy only for that brand. (i.e. increase brand awareness of a specific product, launch a loyalty programme, increase e-mail marketing list, launch a new product line etc) However, 1200 words is quite a short word count and therefore you will need to select only the most important information pertinent to the actual 1 marketing activity recommendation. You may however need to research and analyse prior to deciding which marketing strategy to choose. 3rd person report style Use chapters with headings and include contents page Include charts, graphs to make the layout clear and concise.
Choose only 1 marketing strategy (due to word count) Report structure using headings and possible subheadings No academic citations needed (we would not cite academic models in Marketing Reports in the real world) – but you should reference any secondary data sources you use (e.g. Statista reports etc) and also should include a bibliography which includes everything you have read in your research including your core texts and other course reading materials.
Please do not include specific budgeting – however do consider the organization you have chosen and what would be relevant for them (e.g., David Beckham would not be an influencer for a small or medium enterprise due to costs and reputation)
Use bullet points to help make the report concise Remember the word count is only 1200 words so you may have to be creative with reducing the length of the report where possible. This is an example structure – the headings may be slightly different depending upon your organisation of choice
Executive Summary – written last with a brief summation of each chapter (not to be included in word count but a necessary part of a marketing plan) Analysis – Competitive and Environmental (Positioning, SWOT, PESTLE etc.) Goals & Objectives – (mission statement, specific goals) Strategy – (overarching strategic direction) Marketing Activities – (These are the specific day to day tactics and can be broken down to 4P’s – or 7P’s) Actions – (Who will be responsible with the organization, when will the specific marketing tasks be performed or launched) Measurements and feedback mechanisms (how will you measure success and how will this inform improvements within the organisation) Guidelines Your submission should be 1200 words in length (+/- 10%). Please make sure that you correctly cite and reference all secondary data sources (e.g. Statista reports etc) you use, and include a bibliography. The bibliography list will not be included in your final word count.
