Subject Code & Title : 8002MMGT Strategic And Tactical Marketing Plan
Assignment Type : Assessment
Weight: 60%
Format: 3000-word report
Note: All written assessments should be submitted as Word files (.docx) (Word is available from your AIB Office 365 account).
8002MMGT Strategic And Tactical Marketing Plan Assessment
Summary :
Write a 3000-word report. Focus on the target market segment identified in the first assessment. Develop a customer persona. Conduct a marketing mix analysis of the product (good or service) with respect to the needs of the customer persona. Make recommendations with respect to the marketing mix for that product and ensuring that the marketing mix aligns with the customer persona. Ethical implications need to be considered when proposing strategies.
Referencing is Australian Harvard (AGPS) and outlined in the AIB Style Guide.
• Note: Insert this summary description when submitting a draft to Smart thinking.
• For help with writing your assessment please book an appointment with AIB’s Academic Skills Advisor,
Learning outcomes :
• 1. Demonstrate advanced understanding of contemporary marketing theory and practice.
• 3. Create an evidence-based, ethical and innovative marketing solution that aligns with customer value.
• 4. Communicate marketing knowledge, skills and ideas to others clearly, persuasively and credibly.
Requirements :
Based on various theories of marketing management as discussed in Modules 3-7 of the learning materials and using the same selected product (good or service) from the first assessment:
1.Describe in detail one (only) data-driven customer persona (that should represent the target market segment identified in your first assessment). While describing your chosen customer persona, ensure that the following article has been used adequately to support your discussion.
2.Conduct a marketing mix (7Ps) analysis of your selected product (good or service) and evaluate its effectiveness in addressing the needs of your customer persona;
3.Provide justified marketing mix recommendations for your customer persona. The recommendations should be based on your evaluation of the current marketing mix, the recommended positioning and identification of gaps in addressing the needs of your customer persona. Discuss specific ethical considerations and implications that need to be taken into account when proposing these marketing mix recommendations for your customer persona.
Resources :
Use Modules 3-7 of the learning materials for guidance.
8002MMGT Strategic And Tactical Marketing Plan Assessment
Format :
• The required word length for this report is 3000 words (plus a 10% allowance).
• You are required to use at least six (6) academic references from different sources for this report. As per the AIB Style Guide, your references must be from credible sources such as academic journal articles, academic texts, professional/industry-related journals, government reports and formal company documents. Ideally, relevant academic journal articles should be used for academic discussion.
• Your grade will be adversely affected if your assignment contains no/poor citations and/or reference list and if your assignment word length is beyond the allowed tolerance level (see Assessment Policy available on AIB website).
• This assessment is required to be presented as a formal report. It is not an essay or personal reflection. Use the Capstone Assessment Template provided to prepare your report. In terms of structure, presentation, and style:
• use the author-date style referencing for in-text citations and a reference list as indicated the AIB Style Guide
• use the AIB-preferred Microsoft Word settings as indicated in the AIB Style Guide.
• use the following report structure:
• Title page
• Executive summary
• Table of Contents
• 1. Introduction
• 2. Target market persona (only one, from secondary (desktop) data)
• 3. Marketing mix analysis and evaluation
• 4. Recommendations
• 5. Conclusion
• References
• Appendices (if any)
• Organisational Consent (if required)
Grading criteria
Your assessment will be marked according to the following grading criteria:
1.Depth of demonstrated understanding of contemporary marketing theory
2.Illustration of the customer persona that is clearly aligned with the target market
3.The customer persona related discussion is supported by the provided scholarship article
4.Critical appraisal of the marketing mix (all 7Ps) of a branded product or service and evaluation of its effectiveness in addressing the needs of the customer persona
5.Proposed justified recommendations based on the marketing mix (7Ps) analysis, recommended positioning and identified gaps for customer persona. Specific ethical considerations and implications discussed in relation to proposed marketing mix recommendations
6.Referencing
7.Structure communication style and language
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