Understand relevant marketing concepts and explain the concepts through application to the specific marketing problem; • analyze and evaluate information in a marketing context; • using appropriate information sources, analyze information gathered to provide depth and breadth to recommendation; and • demonstrate effective written communication skills and use of correct referencing method. Ensure that answers are adequately justified where required and that APA referencing method is used. Do: Do: o Present the recommendations in essay format. This requires well-structured paragraphs. o The word limit of 1,000 words is a maximum for ALL essays in total. o Use tables, diagrams and further analysis of data to clarify, illustrate and supplement analysis and support your recommendations. o Use page numbers, double spacing for ease of reading and feedback. o Use citations from original sources when they are used, using APA style referencing. o [Proof read your essays thoroughly, for grammatical and spelling errors. Do not: Do • Use bullet points unless you are simply presenting a list which is self-explanatory. Bullet points do not lend themselves to discussion and explanations (Note that you are now reading a bullet point which is totally self-contained and requires no further explanation!) • Introduction: the nature of the product/service and the need for formal marketing planning. • A brief background of the relationship between the organisation and the industry context. Who are the main current and / or likely future competitors? Consider the macro environment, significant influences and issues relating to sustainability • Description of service and/or product. What is the current or proposed competitive advantage? • Briefly describe the target market – that is the consumer group(s) who will be the potential target(s). • Brief description, and justification of how the product or service will deliver customer value to the target market (s).

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