MRKT1001: Principles of Marketing Assesment

Marketing Projects: Proposal and Marketing Plan

Instructions

This assessment consists of four (4) parts and is valued at 35% of the overall course grade, and is graded as per below:

Part 1: Marketing Plan Proposal 

Part 2: Marketing Plan Internal & External Assessment

Part 3: Marketing Plan Mix & Product Implementation 

Part 4: Marketing Plan Presentation 

Since each of the three assignments is dependent upon preceding one, students are required to attend and contribute during all (online) classes and labs. In this way, each student can demonstrate individual progress, and can receive assistance when needed. Accordingly, missed time will result in significantly lower grades on the mark for this marketing project evaluations. 

Part 1 - Marketing Plan Proposal

The Marketing Plan Proposal is a brief business document that “proposes” what is planned for the marketing project. The proposal should also provide students with some directions and idea about the scope of their assessment. The Marketing Plan Proposal must be approved by the instructor or Teaching Assistant.

The Marketing Plan Proposal should include the following:

• Cover Page: Course name, number, section number, semester (i.e. MRKT1001, Winter 2025, section1), Team Name, Student name and ID, Instructor’s name.
• The Company and Product: It describes briefly the company (or the brand), the industry, and the product(s) to be investigated for the Marketing Plan (i.e describes briefly the good or service for the marketing plan).
• The Marketing Issue: It provides rationale for this Marketing Plan. This part also demonstrates the student’s motivation and interest in the topic.

  Following points are important to be introduced in this section:

  • What problem/opportunity is the organization facing and has to address and/or to solve
  • What problem/opportunity is the product (good or service) meant to address and/or to solve
  • What is the management doing, what are the decisions to capitalize on the business opportunity or to recover.
• The Geographic Area: It describes the intended geographic location the team intends to market the selected product.

Part 2 - Marketing Plan Internal & External Assessment (10%)

The Marketing Plan is a business document that “reports” on the marketing research and analysis conducted. Most important, it includes findings and makes clear and specific marketing recommendations for a business solution. The findings in the Marketing Plan and business recommendations should help management understand how to approach a specific business problem, challenge, or opportunity. The Marketing Plan must also demonstrate how the product can generate revenues and the business solution is self-sustaining.

Each team of students prepares a well-written, keyed Marketing Plan (business document) of no more than 15 pages in length in total for Part 2 and Part 3 (minimum 5,000 words). 

• Cover Page and Table of Contents
• Business Background/Introduction
• Marketing Opportunity / Problem
• Environmental Analysis
• Competitor Analysis
• Market Analysis

Part 3 - Marketing Plan Mix & Implementation (15%)

The marketing strategy should define your target market(s) and how your marketing mix will satisfy the needs of the target market. Be sure to explain your targeting and segmenting strategies and why these are best suited for your product. For the marketing function, competitive advantage means that an organization has a marketing mix that the target market(s) sees as better than a competitors' mix. The marketing mix is tactical in nature. In other words, it is developed at the operational level and describes ‘how’ the plan will be carried out by creating strategies of action.

Following points are important to be discussed and reflected upon in this section

Identify the target market, the market positioning statement, and the marketing objectives

• The product mix
• The placement mix
• The promotional mix
• The price structure

Financial Feasibility: A financial break-even analysis is critical to determining how long it will be before the product or product line that will be offered will turn a profit and at what price.  Typically, the break-even analysis framework is applied.  It is an invaluable business tool for developing the sales forecast and developing the pricing strategy.

Assessment Summary

The Marketing Projects: Proposal and Marketing Plan assessment is a comprehensive, four-part assignment contributing 35% of the overall course grade. Its purpose is to develop students’ ability to create a structured marketing plan that addresses real business problems, identifies opportunities, and recommends actionable solutions. The assessment is cumulative, requiring participation in online classes and labs to ensure progress and support.

Key Pointers to be Covered:

1. Part 1 – Marketing Plan Proposal

   • Cover Page: Course, team, and student details.
   • Company & Product: Brief description of the company, industry, and product/service.
   • Marketing Issue: Identify problems/opportunities, management decisions, and rationale for the marketing plan.
   • Geographic Area: Target location for the marketing strategy.

2. Part 2 – Marketing Plan Internal & External Assessment (10%)

   • Conduct internal and external marketing research.
   • Include: Business Background, Marketing Opportunity/Problem, Environmental Analysis, Competitor Analysis, and Market Analysis.
   • Prepare a professional business document (max 15 pages, ~5,000 words).

3. Part 3 – Marketing Plan Mix & Implementation (15%)

   • Define target market(s) and market positioning.
   • Develop a tactical marketing mix: Product, Place, Promotion, Price.

   • Conduct financial feasibility analysis, including break-even assessment.

4. Part 4 – Marketing Plan Presentation

   • Communicate findings and recommendations effectively.

   • Demonstrate clarity, coherence, and justification for marketing decisions.

Step-by-Step Approach Guided by the Academic Mentor

Step 1: Proposal Development

• Guidance: The mentor instructed the student to define the company, product, and marketing issue clearly.
• Process: Brainstormed key opportunities, business problems, and geographic focus. The mentor reviewed drafts and suggested refinements for clarity and relevance.

Step 2: Internal & External Assessment

• Guidance: The mentor emphasized conducting thorough environmental scanning and competitor analysis.
• Process:
  • Collected market data, trends, and competitor profiles.
  • Used frameworks such as SWOT and PESTEL to structure analysis.
  • Mentor provided feedback on integrating research findings into actionable insights.

Step 3: Marketing Mix & Implementation

• Guidance: Focused on developing a strategic marketing mix aligned with the target market.
• Process:
  • Defined clear marketing objectives, target segments, and positioning.
  • Developed product, price, promotion, and place strategies.
  • Conducted break-even analysis and financial projections. Mentor reviewed for feasibility and realism.

Step 4: Final Presentation

• Guidance: Mentor coached on professional communication, visual clarity, and persuasive reasoning.
• Process: Created presentation slides summarizing analysis and recommendations. Mentor conducted practice sessions, providing feedback on delivery and content alignment.

Outcome Achieved

• The student produced a well-structured marketing plan addressing all assessment requirements.
• The plan included research-backed strategies, clear marketing mix implementation, and financial feasibility analysis.
• The student was able to demonstrate critical thinking, analytical skills, and practical marketing knowledge, fully meeting the learning objectives.

Learning Objectives Covered

1. Analyze internal and external marketing environments.
2. Identify and evaluate marketing opportunities and challenges.
3. Develop evidence-based marketing strategies and tactical plans.
4. Apply segmentation, targeting, and positioning principles.
5. Integrate financial feasibility into marketing decision-making.
6. Communicate professional business recommendations effectively.

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