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Posted: December 25th, 2022

ASSESSMENT BRIEF Strategic Marketing RBP020L061A

ASSESSMENT BRIEF

Module title: Strategic Marketing RBP020L061A

Type of assessment: Report Plan
Submission Date: 2PM, 3rd January, 2023

Instructions for assessment

Instructions for assessment
The mode of assessment: A written report on the design of a marketing strategy and implementation plan for a new or improved product or a service of your choice underpinned by academic and professional literature. The proposed product must be marketed by an existing, well-known company.
• What % of marks (if any) are awarded for presentation of work and referencing: 10%
• Word limit:3500 max excluding references and appendices

Your final report should include the following sections
Part 1: Introduction and Product/Service Description (10%)
A brief description and rationale for introducing the new or improved product or service that is the focus of your report. Agree your choice with your tutor by week 3.
Part 2: A Critical Analysis of the Market Context (20%)
Include a brief analysis of the market:
• Key market trends (e.g. growth trends)
• Who are the key competitors and how are they positioned?
• Summarise the current customer attitudes/behaviours in this market
• Identify the main issues / opportunities you think are relevant including social and/or ethical issues (if relevant)
Part 3: Segmentation, Targeting and Positioning (STP) (20%)
• What base(s) of segmentation you have used and why?
• Include size, geodemographic, psychographic etc.
• Summarise the profile and persona of your target market and, if not a completely new product, how is the target market different from the segment(s) targeted in the past?
• Include a statement that identifies why your target market should buy your improved product or service– i.e. what benefits it now offers and what problems it solves?

Part 4: Your Recommended Extended Marketing Mix (given your analysis above) (30%)
Traditional marketing mix elements:
• Product (include, for example branding and packaging and service quality)
• Pricing Strategy
• Promotional Strategy including Digital Media
• Channel or Distribution Strategy
Services marketing mix elements (where appropriate):
• Process
• Physical evidence (e.g. including essential and peripheral evidence, servicescape etc.)
• People (including role of customer in the value creation process as well as employees and/or relationship marketing challenges)
Part 5 A discussion of Implementation Issues (10%)
This section should discuss issues related to implementation such as co-ordination between different departments and the role of internal marketing, as well as resources and capabilities required to implement your chosen marketing strategy.
A further 10% of your grade is allocated to presentation and referencing (10%)
Strategic Marketing Note:
Strategic marketing is the process of developing and implementing marketing plans and campaigns that are aligned with an organization’s overall business strategy. It involves identifying the target market, analyzing the competition, and developing a unique value proposition that resonates with the target audience.

The goal of strategic marketing is to create and communicate value to the target market in a way that sets the organization apart from its competitors and supports its overall business objectives. This can involve a range of activities such as market research, product development, branding, advertising, and sales promotion.

Effective strategic marketing requires a deep understanding of the target market and the factors that influence their purchasing decisions, as well as a clear understanding of the organization’s strengths and weaknesses. It also requires the ability to identify and analyze market trends, and to develop and execute marketing plans that are aligned with the organization’s overall business strategy.

Structure and presentation

Any written work should be spell-checked and a contents page should be included. Do not use various font sizes and colours Black ink, Arial, size 11, 1.5 lines spaced is recommended. Use DIN A4 format and page margins of 2.5 cm or 1 inch.

How will your work be assessed?

Your work will be assessed by a subject expert who will use either the marking criteria provided in the section “Instructions for assessment” or the Marking rubric enclosed in the Appendix, as appropriate for this module. When you access your marked work it is important that you reflect on the feedback so that you can use it to improve future assignments.

Referencing and submission

You must use the Harvard System.

Appendix: Marking rubric
Grade Category
(range)
Assigned mark
________________
Marking criteria
(weight out of 100)
Outstanding
100 Excellent
(80-89)
85 Very Good (70-79)
75 Good
(60-69)
65 Adequate
(50-59)
55 Marginal Fail (40-49)
45 Fail
(30-39)
35 Fail
(20-29)
25 Not done
0
Introduction 10%

Introduction and Product/ Service Description
Cannot be improved on Excellent Introduction and Product Service Description Very Good Introduction and Product Service Description Good Introduction and Product Service Description Satisfactory Introduction and Product Service Description Underdeveloped rationale for introduction of product and Product/Service Description Introduction and Product Service Description are below the necessary standard Introduction and Product Service Description are substantially below the necessary standard Missing or wrong. Doesn’t meet the basic assessment criteria
Mkt Context 20%
A critical analysis of the Market Context
Cannot be improved on Excellent Critical Analysis of the Market Context Very Good Critical Analysis of the Market Context Good Critical Analysis of the Market Context Satisfactory Critical Analysis of the Market Context Generic/ underdeveloped/ descriptive Analysis of the Market Context Critical Analysis of the Market Context are below the necessary standard Critical Analysis of the Market Context are substantially below the necessary standard Missing or wrong. Doesn’t meet the basic assessment criteria
STP 20%
Segmentation, Targeting and Positioning Cannot be improved on Excellent Critical Analysis of the Segmentation, Targeting and Positioning Very Good Critical Analysis of the Segmentation, Targeting and Positioning issues Good Critical Analysis of the Segmentation, Targeting and Positioning issues Satisfactory Critical Analysis of the Segmentation, Targeting and Positioning issues Generic or underdeveloped Analysis of the Segmentation, Targeting and Positioning Critical Analysis of the Segmentation, Targeting and Positioning are below the necessary standard Critical Analysis of the Segmentation, Targeting and Positioning are substantially below the necessary standard Missing or wrong. Doesn’t meet the basic assessment criteria
Ext MKT Mix 30% Cannot be improved on Excellent Recommended Extended Marketing Mix Very Good Recommended Extended Marketing Mix Good Recommended Extended Marketing Mix Satisfactory Recommended Extended Marketing Mix Generic or underdeveloped Recommended Extended Marketing Mix Recommended Extended Marketing Mix are below the necessary standard Recommended Extended Marketing Mix are substantially below the necessary standard Missing or wrong. Doesn’t meet the basic assessment criteria
Implement – 10%

Implementation issues Cannot be improved on Excellent Discussion of Implementation Issues Very Good Discussion of Implementation Issues Good Discussion of Implementation Issue Satisfactory Discussion of Implementation Issue Generic or underdeveloped discussion of implementation issues Discussion of Implementation Issue are below the necessary standard Discussion of Implementation Issue are substantially below the necessary standard Missing or wrong. Doesn’t meet the basic assessment criteria
Presentation 10%
Cannot be improved on Excellent presentation and referencing Very Good presentation and referencing Good presentation and referencing Satisfactory presentation and referencing Inadequately structured, errors in referencing practices and presentation of tables and figures Presentation and referencing are below the necessary standard Presentation and referencing are substantially below the necessary standard Missing or wrong. Doesn’t meet the basic assessment criteria

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