INTRODUCTION TO MARKETING
BHO1171 ASSIGNMENT BRIEF:
ASSESSMENT 3
MARKETING PLAN Semester 1, 2017
PREPARED BY:
ASSIGNMENT TITLE
Marketing Plan
This assessment accounts for the following proportion of marks for this unit 30 % LEARNING OUTCOMES BEING ASSESSED
1. Analyse how the key elements of the marketing mix contribute to an organisation’s marketing
strategy;
2. Compare alternative theories of consumer behaviour and contrast how they influence marketing
activities;
3. Determine the practical implications of core marketing theory including marketing empirical
generalisations, the Double Jeopardy and Duplication of Purchase laws;
4. Investigate marketing problems in business situations using marketing research and marketing
metrics, and effectively report results to a broader audience;
5. Formulate basic marketing strategies that can be implemented to address marketing problems SUBMISSION INSTRUCTIONS:
You must electronically submit your paper into the Turnitin assignment submission box within the
BHO1171 VU Collaborate shell. Submissions must be in MS Word format.
Please note that paper copies will not be accepted. In case of the Turnitin or VU Collaborate (VUC)
system being down, please email the assignment to your lecturer or local unit co-ordinator as a record of
on time submission. Assignments will be marked using Grademark, within VU Collaborate. You will need
to log into VU Collaborate to read feedback and obtain your mark once marking is complete. There is no
re-submission for this assessment and only one student should submit the marketing plan in
representation of the group. All group member names must be listed on the title page. However, by
acknowledging submission the student takes responsibility of the actions of the members of the group.
Therefore, the student submitting the work must check that the information given by peers is authentic,
well supported with research and contain original thoughts. Please familiarise yourself with VU’s policy on
Academic Honesty and Plagiarism. You can use, as a reference, the exemplary example of a marketing
plan available on VUC however, we recommend that you use the marketing template instead also
available from VUC.
Failure to meet assessment deadline(s)
Where special consideration is not applicable, a 10% (10 percentage point) deduction for each 24 hour
period after the due date will be applied, unless an arrangement has been made with the unit coordinator
prior to the due date.
SUBMISSION DEADLINE:
23:59 hours in your local timezone on the Friday of Session 11 (all campuses except Sunway) and week
12 (Sunway Malaysia campuses only). DETAILED DESCRIPTION OF ASSIGNMENT
Your task in this assessment is to write a marketing plan for a new crowdfunded product in pairs. It should
be approximately 3,000-3,500 words in length (excluding references) and should be completed in pairs (in
seminars of 40 or less) or groups of no more than 3 (in seminars of more than 40).
The case study you will need to address is:
Marketing Plan for a new crowdfunded product
Prior to seminar 3, you will need to log into VU Collaborate, look up Assessment 3 and follow the links to
the survey. In this survey you will find links to a small number of crowdfunded products. The product that
receives the most votes from students will be the product all students will be writing the marketing plan for
in the current semester at your campus.
Your marketing plan will include the following elements: A cover page
An executive summary of your marketing plan
Table of content
Situation analysis incorporating Micro and macro environment analysis (PEST/PESTEL)
Deduce the problem from the situation analysis
Draw Marketing objective(s)
Define the customer
o Are you going to segment and target a specific group, or mass market? Note that some
marketing plans focus only on a specific segment that will be targeted for maximum
growth. If this is the case, you will need to outline this segment and justify why this one
has been chosen. If you have decided not to focus on a specific segment, you will need to
justify this decision instead.
Marketing mix tactics
o This includes Product, Price, promotion and Place tactical elements you will use to carry
out your strategy and reach your market
Conclusion
o In here you should summarise the key elements of your assignment: what was the
objective, how did you propose to solve it
List of references ASSESSMENT BRIEF MODERATED BY:
Name: Hafizul Islam
Signature:
14/3/17 Date: Written Case Study Rubric 0 Clarity (4 Marks)
0.8 1.6 2.4 3.2 There appears to be no organisation of the assignment’s contents 4
The assignment can be easily followed Comments: 0 Mechanical (4 Marks)
0.8 1.6 2.4 3.2 Sentences and paragraphs are difficult to read
Writing style rambling or unfocussed
Poor grammar
The plan is messy
The plan does not follow the structure requested Comments: 0 Problem Identification (8 Marks)
1.6
3.2 4.8 No evidence of understanding main issues
The problem identified bears no relevance to case
Provides no support for diagnosis
The extend of the situation analysis research is poor Analysis and solutions (8 Marks)
1.6
3.2 Analysis is superficial
No alternatives generated or no recommendations
No connection between issues identified and concepts studied
The marketing mix does not match the situation analysis
The marketing mix dos not match the target market
The marketing mix is poor 0 8 4.8 6.4 8 Analysis thorough and insightful
Clear explanation of alternatives or recommendations
Makes clear connection between issues identified and concepts studied
The marketing mix match the situation analysis
Marketing mix match the target market
The marketing mix is comprehensive Comments: Referencing (6 Marks)
1.2 6.4 Identifies and understanding of main issues
Problem identified is appropriate and clearly stated
Supports diagnosis with strong arguments and evidence
The extend of the situation analysis research is thorough Comments: 0 4
The assignment is clear and concise
Writing style is sophisticated yet clear
No grammatical errors
The plan is organise
The plan follows the structure requested 2.4 3.6 Very limited references (such as text books, academic peer reviewed journal articles,
business magazines,
Inappropriate or absent referencing style.
No linking of issues to readings 6
Follows Harvard Style
Clear linking of issues to readings Comments: *There are severe penalties for plagiarised work 4.8 Appropriate references from peer reviewed journals Total Mark /30% *NB When calculating final mark, Tutor rounds up
Marketing Plan
This assessment accounts for the following proportion of marks for this unit 30 % LEARNING OUTCOMES BEING ASSESSED
1. Analyse how the key elements of the marketing mix contribute to an organisation’s marketing
strategy;
2. Compare alternative theories of consumer behaviour and contrast how they influence marketing
activities;
3. Determine the practical implications of core marketing theory including marketing empirical
generalisations, the Double Jeopardy and Duplication of Purchase laws;
4. Investigate marketing problems in business situations using marketing research and marketing
metrics, and effectively report results to a broader audience;
5. Formulate basic marketing strategies that can be implemented to address marketing problems SUBMISSION INSTRUCTIONS:
You must electronically submit your paper into the Turnitin assignment submission box within the
BHO1171 VU Collaborate shell. Submissions must be in MS Word format.
Please note that paper copies will not be accepted. In case of the Turnitin or VU Collaborate (VUC)
system being down, please email the assignment to your lecturer or local unit co-ordinator as a record of
on time submission. Assignments will be marked using Grademark, within VU Collaborate. You will need
to log into VU Collaborate to read feedback and obtain your mark once marking is complete. There is no
re-submission for this assessment and only one student should submit the marketing plan in
representation of the group. All group member names must be listed on the title page. However, by
acknowledging submission the student takes responsibility of the actions of the members of the group.
Therefore, the student submitting the work must check that the information given by peers is authentic,
well supported with research and contain original thoughts. Please familiarise yourself with VU’s policy on
Academic Honesty and Plagiarism. You can use, as a reference, the exemplary example of a marketing
plan available on VUC however, we recommend that you use the marketing template instead also
available from VUC.
Failure to meet assessment deadline(s)
Where special consideration is not applicable, a 10% (10 percentage point) deduction for each 24 hour
period after the due date will be applied, unless an arrangement has been made with the unit coordinator
prior to the due date.
SUBMISSION DEADLINE:
23:59 hours in your local timezone on the Friday of Session 11 (all campuses except Sunway) and week
12 (Sunway Malaysia campuses only). DETAILED DESCRIPTION OF ASSIGNMENT
Your task in this assessment is to write a marketing plan for a new crowdfunded product in pairs. It should
be approximately 3,000-3,500 words in length (excluding references) and should be completed in pairs (in
seminars of 40 or less) or groups of no more than 3 (in seminars of more than 40).
The case study you will need to address is:
Marketing Plan for a new crowdfunded product
Prior to seminar 3, you will need to log into VU Collaborate, look up Assessment 3 and follow the links to
the survey. In this survey you will find links to a small number of crowdfunded products. The product that
receives the most votes from students will be the product all students will be writing the marketing plan for
in the current semester at your campus.
Your marketing plan will include the following elements: A cover page
An executive summary of your marketing plan
Table of content
Situation analysis incorporating Micro and macro environment analysis (PEST/PESTEL)
Deduce the problem from the situation analysis
Draw Marketing objective(s)
Define the customer
o Are you going to segment and target a specific group, or mass market? Note that some
marketing plans focus only on a specific segment that will be targeted for maximum
growth. If this is the case, you will need to outline this segment and justify why this one
has been chosen. If you have decided not to focus on a specific segment, you will need to
justify this decision instead.
Marketing mix tactics
o This includes Product, Price, promotion and Place tactical elements you will use to carry
out your strategy and reach your market
Conclusion
o In here you should summarise the key elements of your assignment: what was the
objective, how did you propose to solve it
List of references ASSESSMENT BRIEF MODERATED BY:
Name: Hafizul Islam
Signature:
14/3/17 Date: Written Case Study Rubric 0 Clarity (4 Marks)
0.8 1.6 2.4 3.2 There appears to be no organisation of the assignment’s contents 4
The assignment can be easily followed Comments: 0 Mechanical (4 Marks)
0.8 1.6 2.4 3.2 Sentences and paragraphs are difficult to read
Writing style rambling or unfocussed
Poor grammar
The plan is messy
The plan does not follow the structure requested Comments: 0 Problem Identification (8 Marks)
1.6
3.2 4.8 No evidence of understanding main issues
The problem identified bears no relevance to case
Provides no support for diagnosis
The extend of the situation analysis research is poor Analysis and solutions (8 Marks)
1.6
3.2 Analysis is superficial
No alternatives generated or no recommendations
No connection between issues identified and concepts studied
The marketing mix does not match the situation analysis
The marketing mix dos not match the target market
The marketing mix is poor 0 8 4.8 6.4 8 Analysis thorough and insightful
Clear explanation of alternatives or recommendations
Makes clear connection between issues identified and concepts studied
The marketing mix match the situation analysis
Marketing mix match the target market
The marketing mix is comprehensive Comments: Referencing (6 Marks)
1.2 6.4 Identifies and understanding of main issues
Problem identified is appropriate and clearly stated
Supports diagnosis with strong arguments and evidence
The extend of the situation analysis research is thorough Comments: 0 4
The assignment is clear and concise
Writing style is sophisticated yet clear
No grammatical errors
The plan is organise
The plan follows the structure requested 2.4 3.6 Very limited references (such as text books, academic peer reviewed journal articles,
business magazines,
Inappropriate or absent referencing style.
No linking of issues to readings 6
Follows Harvard Style
Clear linking of issues to readings Comments: *There are severe penalties for plagiarised work 4.8 Appropriate references from peer reviewed journals Total Mark /30% *NB When calculating final mark, Tutor rounds up
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