Develop a strategic marketing plan to realize organisational objectives.

1. Market Analysis (please back up your analysis with well documented research)
a) Market Size
b) Competitors analysis
c) Macro & Micro economic forces affecting the organisation (using relevant models)
market size and trend data,
d) Customer analysis/personas
e) Stakeholder analysis
2. Campaign goals: Identifying the organisation key strategic marketing objectives to be achieved.
3. Campaign strategy – How your market research lead to your recommendations
a) The reason for the campaign and/or strategic goal of the campaign
b) Market opportunity
c) Target audience
d) General campaign messaging
4. Strategy implementation (tactics) covering key areas of the marketing and the communications mix. A
need to demonstrate knowledge of the RACE model as a framework for digital campaign planning and
its relevance to your campaign plan specifically.
5. Marketing roll-out plan (a GANTT chart is preferred)
e) Channels to be used
f) When/timing
g) Text/copy to be used (if relevant)
6. Budget – document all budget assumptions
7. Key Performance Indicators (KPIs)/Metrics

Assignment Brief Academic Year 2019-20
Vic Davies 16/09/2019
1
Assignment task
Working in the same groups as for PR1 create a strategic marketing plan in response to the given case
study on VLE.
A group log detailing individual contribution must be maintained and handed in with the final report.
This assignment has been designed to provide you with an opportunity to demonstrate your
achievement of the following module learning outcomes:
LO1 Understand how to analyse an organisation’s current and future internal and external
environments.
LO 2 Identify and analyse relevant information to recommend and inform strategic marketing
decision making.
LO 3 Develop a strategic marketing plan to realise organisational objectives.
LO 4 Recommend appropriate control mechanisms to measure and monitor the implemented
marketing strategy
Task requirements
A group-based task to plan and develop an effective strategic marketing plan in response to the given case
study on VLE.
You should include as a minimum:
Module code
and title:
MG529
Strategic Marketing
Module leader: Sarah Hill
Assignment
No. and type:
Coursework 1: Report:
2500 word Group Report
Assessment
weighting:
70%
Submission
time and date:
Tuesday 9th of June 2020
via Turnitin 2pm.
Target feedback
time and date:
Tuesday 30th of June 2020
2
1. Market Analysis (please back up your analysis with well documented research)
a) Market Size
b) Competitors analysis
c) Macro & Micro economic forces affecting the organisation (using relevant models)
market size and trend data,
d) Customer analysis/personas
e) Stakeholder analysis
2. Campaign goals: Identifying the organisation key strategic marketing objectives to be achieved.
3. Campaign strategy – How your market research lead to your recommendations
a) The reason for the campaign and/or strategic goal of the campaign
b) Market opportunity
c) Target audience
d) General campaign messaging
4. Strategy implementation (tactics) covering key areas of the marketing and the communications mix. A
need to demonstrate knowledge of the RACE model as a framework for digital campaign planning and
its relevance to your campaign plan specifically.
5. Marketing roll-out plan (a GANTT chart is preferred)
e) Channels to be used
f) When/timing
g) Text/copy to be used (if relevant)
6. Budget – document all budget assumptions
7. Key Performance Indicators (KPIs)/Metrics
8. Recommendations of how the organisation could continue to engage with their audience in an alwayson digital environment
Referencing and research requirements
Please reference your work according to the Harvard style as defined in Cite Them Right Online
(http://www.citethemrightonline.com). This information is also available in book form: Pears, R. and Shields,
G. (2019) Cite them right: the essential reference guide. 11
th edn. Basingstoke: Palgrave Macmillan. Copies
are available via the University library.
How your work will be assessed
Your work will be assessed on the extent to which it demonstrates your achievement of the stated learning
outcomes for this assignment (see above).
This assignment will be marked according to the grading descriptors for level 5 with specific guidance
detailed in the assessment criteria grid below.
3
A group log detailing individual contribution must be maintained and included in the appendix of the
final report submission. Individual grades awarded for the assignment will reflect individual
contribution to the task as evidenced by the group log.
Criteria Wgt 70% 60-69% 50-59% 40-49% Fail
Group
Dynamics
Effective
group
management
of research
10% Extremely effective
group work as
evidenced by the
results and by the
group log.
Very effective
group work as
evidenced by the
results and by the
group log.
Quite effective
group work as
evidenced in part
by the results and
by the group log.
Functioning group
work noted and
produced some
useful results.
Group log
submitted.
Ineffective group
work as evidenced
by the lack of
results and by the
group log or group
log missing.
Market
Overview
15% All required
elements are
identified and
analysed in fine
detail yielding
fresh and
original insights
throughout.
Analysis is
focused, logical,
justified and
coherent.
Company/pro-duct
position relative to
competitors is very
clearly identified.
All required
elements are
identified and
analysed in detail
yielding interesting
insights throughout.
Analysis is mainly
focused, logical,
justified and
coherent.
Company/pro-duct
position relative to
competitors is
clearly identified.
Most required
areas are
identified and
analysed in fair
detail yielding
some interesting
insights. Analysis
is focused, logical,
justified and
coherent in some
parts. Discussion
of company/
product position
needs
strengthening in
parts.
Few required areas
are identified and
analysed in any
detail yielding very
few interesting
insights. Analysis
shows weak focus,
logic, justification or
coherence and is
largely descriptive.
There are serious
gaps in the
argument regarding
company/product
position.
Approach is largely
superficial yielding
no real insights.
Essential elements
are missing. There
is plenty of
description but little
analysis. Little or
no justification or
strategic insight.
Campaign
Strategy
20% Excellent application
of segmentation
techniques and real
insights re customer
profiles. An
excellent and wellinformed evaluation
showing good
evidence of wider
reading and
reaching useful and
sensible
conclusions.
Good application of
segmentation
techniques, useful
insights re
customer profiles.
A well-balanced
evaluation showing
evidence of wider
reading and
reaching clear
conclusions.
Reasonable
knowledge of
segmentation,
targeting and
cultural issues
demonstrated.
Some evidence of
wider reading
informs this
evaluation. What is
included is useful,
but there are a few
gaps.
Some weak ideas
put forward, which
are useful but may
be more sound in
practice than
theory. Although
some useful points
are made, the
evaluation lacks
depth, reflecting the
need for wider
reading and further
consideration.
Rather basic
‘principles of
marketing’ level,
more textbook than
applied. A lack of
wider research. A
rushed or
superficial attempt
lacking academic
underpinning and
strategic insights.
Evaluation
Strength of
justification
for the
marketing
plan
15% Excellent
justification based
on thorough
research and good
critical use of
campaign planning
frameworks
SOSTAC and
RACE.
Very good
justification based
on thorough
research and
analysis, no weak
areas, some limited
attempt to critically
use campaign
planning
frameworks
SOSTAC and
RACE.
Good justification
based on detailed
research and
analysis, but lacked
critical use of
campaign planning
frameworks
SOSTAC and
RACE.
Satisfactory
argument based on
quite good
research but only
limited and
descriptive use of
campaign planning
frameworks
SOSTAC and
RACE.
Lack of research or
inadequate
analysis of that
research. No use of
campaign planning
frameworks
SOSTAC and
RACE.
4
Market RollOut Plan
20% An excellent and
well informed
evaluation showing
a high level of
understanding of the
concept of
engagement and
how prospective
customers might be
encouraged to
engage with the
brand.
The roll-out plan is
realistic and budget
assumptions are
very well
documented.
A well balanced
evaluation showing
good
understanding of
the engagement
concept and with
realistic proposals
for implementation.
The roll-out plan is
realistic and budget
assumptions are
well documented.
Some
understanding of a
roll-out plan and its
application, some
of the ideas are
better thought
through than
others. The roll-out
plan may be
realistic and budget
assumptions are
some-what
documented.
Although some
useful points are
made, the
evaluation lacks
depth, and detail.
The roll-out plan
may not be realistic
and budget
assumptions are
not well
documented.
A rushed or
superficial attempt
lacking an
understanding of
the concepts taught
over the course.
The roll-out plan is
not realistic and
budget
assumptions were
not documented.
Assignment
Parameters
10% Good adherence to
rules of Harvard
Referencing in text
and in reference list
.
Mostly adheres to
rules of Harvard
Referencing in text
and in reference list
Mostly adheres to
rules of Harvard
Referencing in text,
some items missing
from reference list
Parts of work
adheres to rules of
Harvard
Referencing
missing reference
list
No attempt at
referencing
Literacy/
Editing and
word count.
10% Excellent editing
into the final report.
No problems with
literacy skills in any
section
Good editing into
the final report.
Minor problems
with literacy skills
Good editing into
the final report.
Consistent
problems with
literacy skills
Weak editing into
the final report.
Major problems
with literacy skills
No evidence of any
attempt to edit into
a cohesive
document. Poor
literacy skills
Submission details
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Work submitted after this period will not be marked and will be treated as a non-submission.
 This assignment should be submitted electronically. Please use the relevant Turnitin submission
point in the Submit your work area in your LSST Connect module shell.
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