Subject Title Strategic Marketing Planning

Subject Code MKT300

STRATEGIC MARKETING PLANNING ASSESSMENT BRIEF

Selecting one of the organisations that a member of your group submitted for their individual assignment, your task is to focus on the opportunities and develop a strategic marketing plan.

Your recommendations for future marketing strategy should demonstrate insight and critical thinking. You should use appropriate strategic marketing models, theory and language. This is a 300 level capstone assignment and will be marked accordingly. Full tutorial support will be offered each week.

You are expected to use all models and theories from the lectures that may apply to your company. Specifically, a scenario planning model must be provided.

Length, format and due date

The absolute word limit of 2,500 words plus appendices. Marks will be lost up to one grade if this limit is exceeded. A summary of the original workbook (with identification of the writer) must be included as an appendix in no more than 500 words (additional to word count), and updates to the market opportunities may be used in the main body of the assignment. Hardcopy submission is required. The hard copy will be marked and returned with comments prior to the exam.

Strategic Marketing Plan

Your strategic marketing plan will:

• Provide a brief introduction to the organisation, identifying the student who undertook the original research.

• Include an appendix of 500 words summarising the individual assignment. (Outside word count)

• Fill any identified gaps in research and critical evaluation of the current strategy. These are gaps in the first assessment.

• Identify opportunities that may be addressed through marketing, including new ones

• Identify strategic marketing alternatives over a 1 and 5 year period

• Make recommendations for key marketing initiatives based on theory and the situation analysis outlined in the workbook. These follow the scenario planning outcomes.

• Recommendations may include changes to branding and positioning, product portfolio and development, pricing and distribution together with promotion strategy.

• You should anticipate and document factors that may influence the success or failure of your strategic direction.

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