Develop a Marketing Plan
Using the supplied Marketing Plan template (see interact) and after reflecting on the models and material in Kotler (esp. Sonic Appendix A1 ), develop a concise Marketing Plan for a new product or service your organisation might launch (or an organisation you aspire to develop a plan for) and a brief presentation to engage key decision makers.
Using the template, ensure you include a situational analysis. Using your results, choose a specific and well identified target market (be extremely focused in this) and develop goals for the target market.
Based on the goals you need to achieve with the target market, develop a comprehensive marketing mix utilising the 7 P’s (Product/Service, Price/Value, Place/Distribution, People, Process, Physical Evidence and Promotion or communication
plan) to communicate ONLY to the identified target market. For the purposes of this report please feel free to make whatever assumptions you need under the financials/budget heading to make the report complete.
This Marketing Plan can be presented as a traditional well sign-posted report or as a blog, video, or other presentation with your voice over commentary. If you are choosing a media other than the traditional written report, you will need to develop an engaging/interesting/compelling presentation aimed at an internal audience.
Your presentation will need to communicate key points of your plan and to engage them with your mission. You will still need to show evidence of academic research and how you have covered all aspects of the assignment even though they may not be in your presentation as such – this could be a separate appendix of detail inc a bibliography – this should be sent as a separate word document or .pdf via Turnitin along with your presentation.
Here is a list of software that you could consider using to create your presentation;
Blog sites, Storify and more
PowerPoint (with voice over)
Windows Movie Maker (for PC users)
iMovie (for Apple users)
Prezi – www.prezi.com (free online)
You Send it – www.yousendit.com – This provides you with some web space for your publication.
You will need to submit a cover sheet to Turnitin, detailing your submission information as well as a link to the content and the assignment.
Presentations should be a maximum of 10 minutes or 10 slides.
More detail supplied in our 3rd Adobe Connect online meeting
The plan should be presented by following the template outlined above.
Marketing requires elements of creativity to be effective, with this report, utlising the Strategic Marketing Template (see interact) you will be guided on a clear and simple structure which captures the essence of marketing information and action. In addition, think carefully about the type and style of presentation your organisation and marker might expect and utilise the resources you have available to meet that need.
Clearly the presentation requires you to go beyond traditional academic writing to make and communicated your case – think how this can be best acheived. Contact your lecturer if you have any questions.
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