Marketing Plan Assignment

Marketing Plan Assignment 20 marks out of activity marks.
Course: Principles of Marketing

Instructor: Mohamed Liban Isak
WORD DOC Due Date: 16/11/20224
Presentation Date: 17/11/2024
Objective:
The goal of this assignment is to develop a comprehensive marketing plan for a real or
hypothetical company/product/service. This will help students apply theoretical marketing
concepts learned in the course and understand how to craft an effective strategy.
Assignment Structure:
Each group will develop a marketing plan using the following structure:
1. Executive Summary (150 words of the document)
(1-2 slides)
Provide a brief overview of your marketing plan.
Highlight the key points, including the company background, target market, marketing
objectives, and strategies.
2. Company and Product/Service Overview (200 words)
(2-3 slides)
Provide a brief description of the company (real or hypothetical).
Describe the product or service you are marketing.
Product features, benefits, and unique selling proposition (USP).
Positioning statement of the product in the market.
3. Market Research & Analysis (600-700 words)
(3-4 slides)
SWOT Analysis: Identify the internal strengths and weaknesses of the company, as well as
external opportunities and threats.
PESTLE Analysis: Examine the Political, Economic, Social, Technological, Legal, and
Environmental factors that may impact your company.
Competitor Analysis: Identify key competitors, their market positioning, and their strengths and
weaknesses.
4. Target Market & Segmentation ( 150- 200 words)
(2-3 slides)
Identify your target market using demographic, geographic, psychographic, and behavioral
criteria.
Discuss market segmentation strategies (e.g., mass marketing, segmented marketing, niche
marketing).
Create a buyer persona for your ideal customer.
5. Marketing Objectives ( 50-150 words)
(1-2 slides)
Set 2-3 SMART marketing objectives (Specific, Measurable, Achievable, Relevant, and Time-
bound). These should align with business goals and drive the marketing strategy.
6. Marketing Strategy (4Ps/7Ps) (300- 400 words)
(5-6 slides)
Product/Service Strategy: Describe the product’s features, benefits, and lifecycle stage.
Pricing Strategy: Pricing method and approach (cost-based, competition-based, value-based,
etc.).
Place (Distribution) Strategy: Distribution channels (e.g., direct, indirect, online, brick-and-
mortar).
Promotion Strategy: Promotional mix (advertising, sales promotion, public relations, personal
selling, direct marketing, digital marketing).
If relevant, include additional Ps (People, Process, and Physical Evidence) for service-based
businesses.
7. Marketing Budget ( 200-300 words)
(1-2 slides)
Provide an overview of the expected marketing costs (e.g., advertising, promotions, digital
marketing, etc.).
Breakdown of expenses and justification for the budget allocation.
8. Implementation Timeline ( 200-300 words)
(1-2 slides)
Outline a timeline for the execution of the marketing plan.
Include key milestones and deadlines for marketing activities (e.g., product launch, campaign
start/end dates).
9. Evaluation and Control ( 200 words)
(1-2 slides)
How will the success of the marketing plan be measured?
Identify key performance indicators (KPIs) (e.g., sales growth, market share, ROI).
Discuss the contingency plans if the marketing objectives are not met.
Assignment Deliverables:
Marketing Plan Document: 8-10 pages (including charts, tables, and diagrams)
Summarizing the key points of your presentation.
Presentation Slides: 15-20 slides summarizing the marketing plan.
Guidelines:
Citations: Properly cite all sources using APA format.
Visuals: Use relevant charts, graphs, and visuals to support your arguments.
Presentations: Each group will have 15 minutes to present.
Q&A Session: After each presentation, there will be a 5-minute Q&A session with peers and the
instructor.
Grading Criteria:
Research and Analysis (30%): Depth of research, quality of SWOT, PESTLE, and competitor
analysis.
Creativity and Practicality (20%): Innovative marketing strategies, realistic implementation.
Presentation (20%): Clarity, organization, and visual appeal of the presentation.
Marketing Plan Document (20%): Completeness, depth of content, and adherence to assignment
structure.
Teamwork (if applicable) (10%): Equal contribution, collaboration, and teamwork dynamics.

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Marketing Plan Assignment 20 marks out of activity marks.

Course: Principles of Marketing

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