Developing a Strategic Marketing Plan - Module 7MK032

Brief for Students – 2020/21 Module code and title 7MK032 Strategic Marketing Management Module leader Dr Emma Edwards Diet First attempt and resit Assessment type Report Submission date 2pm on 13 January 2022 Submission method Canvas Assessment limits 5000 words Assessment weighting 100% ? Assessment brief (if appropriate, please refer to module assessment briefing document) You are required to develop a strategic marketing plan for the organisation for which you work OR the case study provided by the module leader. Below is a suggested structure for you to follow: 1.?Introduction – a brief overview and introduction to the business (approx 150 words) 2.?Mission / vision – outline the company’s mission / vision statement and a summary of the corporate objectives (approx 150 words)

Situational analysis – an analysis to identify core macro and micro issues. This section should provide information about the market and customers. STP Process – you should use the STP process in order to identify one new target segment for your business (approx 1500 words) Marketing mix - use the 7Ps model to develop a marketing mix which will enable you to reach your new segment. Set 2/3 clear objectives at the beginning of this section (approx 1600 words).

Budget – provide an outline of the cost implications of your suggestions (approx 200 words) 7.?Control measures and evaluation – this section should address how will you evaluate and assess whether your plan is successful (approx 200 words) You should include appendices in order to expand and develop on key points raised in the body of the report. For example, a PESTLE and SWOT table can be included as an appendices with further information and detail. Appendices can be used to support the other sections of the report. Your report (5000 words excluding appendices and references) will need to meet the learning objectives and assessment criteria, as part of a marketing plan.

Please refer to additional case study material on Canvas. Assessment Criteria (The actual assessment components for this assignment) Criteria Weighting (If applicable)

• Coherent and detailed research on the wider macro and micro environment, including an analysis of competitors and the competitive environment (LO1 and 3) 20%]

• Appropriate Identification of one new target segment, accurately applying the STP process. There should be full justification of the target markets, customer profiling and positioning (LO 2 and 3) 35%]

• Development of a relevant and contemporary marketing mix in order to meet the needs of the new target segment. This must include marketing objectives and control sections for each mix. All recommendations must be fully justified (LO1, 2 and 3) 40%]

Mission/Vision Statement and Corporate Objectives

• A well-structured and coherent report which is fully referenced using the University of Wolverhampton’s Harvard referencing style (LO 3) 5%] Pass mark ? Postgraduate 50% Undergraduate 40% Other (PSRB or subject specific) Performance descriptors in use;

Return of assessments (Instructions for return / collection of assessments) This assessment is testing Module Learning outcomes Tick if tested here LO1 Critically analyse the changing environment(s) within which organisations operate and the implications for strategic marketing management ? LO2 Critically analyse and synthesise relevant marketing theory in order to develop a marketing strategy, applying appropriate models, tools and techniques ? LO3 Design a marketing strategy which will enhance the organisation's competitive strength and provide solutions to current business issues ? Additional information for students The University’s Learning Information Services have produced a series of guides covering a range of topics to support your studies, and develop your academic skills including a guide to academic referencing http://www.wlv.ac.uk/lib/skills_for_learning study_guides.aspx Your module guide and course handbook contain additional and important information regarding;  The required referencing style for your assignment.

Whilst many modules require referencing in accordance with the Harvard Referencing convention, some modules – for example those within the School of Law – require Oxford Referencing. Please familiarise yourself with the requirements of your module. Submission of your work  Links to appropriate sources of relevant information * * Further information regarding these and other policies can be accessed through your student portal on wlv.ac.uk. Always keep a copy of your work and a file of working papers The requirement to keep a file of working papers is important.

There may be circumstances where it is difficult to arrive at a mark for your work. If this is the case, you may be asked to submit your file and possibly meet with your tutor to answer questions on your submission. When you submit your work you will be required to sign an important declaration confirming that:

• The submission is your own work

• Any material you have used has been acknowledged and appropriately referenced • You have not allowed another student to have access to your work

• The work has not been submitted previously. The following information is important when:

• Preparing for your assignment

• Checking your work before you submit it

• Interpreting feedback on your work after marking. Module Learning Outcomes ?Module Learning Outcomes are specific to this module, and are set when the module was validated. Assessment Criteria The module Learning Outcomes tested by this assignment, and precise criteria against which your work will be marked are outlined in your assessment brief. Performance.

Descriptors Performance descriptors indicate how marks will be arrived at against each of the assessment criteria. The descriptors indicate the likely characteristics of work that is marked within the percentage bands indicated. To help you further: Re-sit opportunities are available for students who are unable to take the first sit opportunity, or who need to re take any component. Refer to the VLE topic for contact details of your module leader / tutor, tutorial inputs, recommended reading and other sources, etc. Resit details will also appear on the VLE module topic.