MMA504 - Strategic Marketing Plan Management Assignment

Assignment Task

This assessment gives you an opportunity to demonstrate that you can apply concepts covered in topics 1-3 by preparing a market audit. A market audit is an analysis of the external and internal environment that impacts the performance of the organisation and forms the knowledge base on which you will build your marketing plan in Assessment Task 2.

How to approach the task

Your first written assessment task for this unit is designed to consolidate your learning from your early study of marketing, specifically from topics 1 and 2. Start working on it early and build up to writing your report for submission at the end of week 4

There are many sources to help you with your analysis and writing, including the Preparing for Academic Study Success Unit in MyABS. You should also ask questions during webinar discussions with your facilitator and in your individual meetings with your success coach – so make sure you discuss your assessment approaches with them.

Your report needs to be analytical in nature, not simply a description of what you see. This will require you to undertake additional research using the library and database resources at AIM Business School, as well as other sources you may have. Apply your knowledge of the concepts you have learnt to your organisation and market to achieve insights and a deep understanding. Use this understanding to drive insights and identify implications.

The activities you undertake during topics 1-3 can be used to help you with Assessment Task 1 so make sure you keep good notes of the activities that you undertake and the sources you identify during your studies.

Undertake some basic preparation about your organisation so you can use this in the introduction of your report. Ask some broad basic questions:

1. What does your organization do?

2. What markets does it serve?

3. Where is it located or any geographical boundaries to its operation?

4. Who are your customers?

5. What is your current performance?

Remember the person that reads the report will not be an expert in your market, so you need to provide concise information up front to provide context. You may also find that these questions actually challenge your thinking about your organization.

Marketing Plan

This report is the opportunity for you to bring all of your learning together and create a strategic marketing plan for your chosen organisation. It builds on your marketing audit and challenges you to set SMART objectives for the next 3 years and develop strategies to deliver them. The format for this report should follow that outlined below and include a one-year tactical action plan.

Your marketing plan should propose 3 clear objectives and provide strategies across the whole marketing mix to deliver these. It must clearly identify the target market you are developing the plan for and show a process for monitoring the plan to ensure you know whether it is achieving the objectives and if not have a process for reviewing it.

Write a three-year strategic marketing plan for an organisation of your choice. This is likely to be the one you conducted your marketing audit on in assessment 1 but it does not have to be. Consider the content of your 1st assessment and the feedback you received. Do you need to address any gaps in content or focus onto one particular area? Think about the objectives you want to achieve. This may help define the content to be included from assessment 1 and will set the direction for your strategies.

Engagement and Participation

Each week, you are required to complete the topic by topic self-assessment multiple choice and true/false questions. Engagement and participation for this unit will be assessed via topic self-assessment questions found.

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