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Developing a Strategic Marketing Plan for Your Organization

Develop a strategic marketing plan for your own organisation for a period of three years. Some examples of the prospective areas of focus could be (but not limited to):

a. Branding strategy
b. Internal marketing strategy
c. Social media marketing strategy. 
d. Internal Marketing
e. CRM

Word limit: 3000 words (excluding references and appendices).

Outline for your report: 

1.Title of your report
2.Introduction - Brief introduction on the content of your report. 
3.Background - Provide a brief overview of the organisation (including mission and corporate strategy) and the focus of your report.
4.Main Body – Present identified issues, define objectives, propose marketing strategies to achieve these objectives, and predict future outcomes. 
5.Conclusion - Briefly summarise and conclude your report
6.References – Provide evidence to support your discussion (e.g. academic papers, trade press, newspaper references, etc.).

High marks will be awarded for work that demonstrates excellent understanding surrounding the key issues and a well-structured systematic discussion. You are expected to have read widely around the subject area and have been able to integrate this reading to support your analysis, proposed plan and outcomes.  

On completion of the programme you will be able to:
 
1. Understand the wider impact of individual or organisational decision making on social and environmental contexts. 

2. Acquire, interpret and apply knowledge of international business, management and organisational functions. 

3. Demonstrate an understanding of the impact of innovative and contemporary research on the business and management community. 

Trait

0

1 - 39

40 - 49

50 - 54

55 - 59

60 - 69

70 - 100

Knowledge and Understanding

Work not submitted OR Work giving evidence of serious academic misconduct (subject to regulations in ARNA Appendix 1) OR Work showing no evidence of the knowledge, understanding and skills appropriate to level 7. None of the learning outcomes are met.

Work is not acceptable and provides little evidence of the knowledge, understanding and skills appropriate to level 7. Few of the learning outcomes are met.

Work is not acceptable in providing evidence of the knowledge, understanding and skills appropriate to level 7. However a majority of the learning outcomes are met and others are nearly satisfied

Adequate work providing evidence of the knowledge, understanding and skills appropriate to level 7 but only at a bare pass level. All learning outcomes are met (or nearly met and balanced by strengths elsewhere).

Satisfactory work providing evidence of the knowledge, understanding and skills appropriate to level 7. All learning outcomes are met.

Commendable work providing evidence to a high level of the knowledge, understanding and skills appropriate to level 7. All learning outcomes met, many are more than satisfied.

Excellent work providing evidence to a very high level of the knowledge, understanding and skills appropriate to level 7. All learning outcomes met, many at high level. Marks at the high end of this range indicate outstanding work where all learning outcomes are met at a high level.

Structure, Alignment and Research

Inadequate in some of the following aspects or seriously inadequate in at least one: use of relevant material; development of analysis and structure of argument; evaluation of theory; application of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience.

Adequate in most but not all of the following aspects: use of relevant material; development of analysis and structure of argument; evaluation of theory; application of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience.

Adequate in all of (or most of, with balancing strength elsewhere): use of relevant material; development of analysis and structure of argument; evaluation of theory; application of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience.

Satisfactory in all or most of: use of relevant material from a variety of sources; development of analysis and structure of argument; evaluation of theory; application of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience.

Good in all or most of: use of up-to-date material from a variety of sources; development of analysis and structure of argument; critical evaluation of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience.

Excellent in all or most of: use of primary sources of literature from a range of perspectives; development of analysis and structure of argument; critical evaluation and creative use of theory, research methods and findings; presentation of information to the intended audience.

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