London School of Business & Finance (LSBF) Module Assignment Title Assignment Type Word Count Weighting Student

Cohort Issue Date Submission Date Issued by (Assessor) Internal Verifier Plagiarism

Mar k e ti n g Ma na g e m en t ( M M) Creating a Comprehensive Marketing Plan Individual Assignment 3,500-5,000 words 50% of final mark 15th August 17th September

When submitting work for assessment, students should be aware of the LSBF guidance and regulations in concerning plagiarism. All submissions should be your own, original work. You must submit an electronic copy of your work. Your submission will be electronically checked.

Harvard Referencing Learning Outcomes

The Harvard Referencing System must be used. The Wikipedia website must not be referenced in your work. Upon completion of this assignment, students will be able to: 1. Clearly define a target market; 2. Identify marketing sectors and segments; 3. Characterise the ideal client for a particular organisation; 4. Implement market research into a holistic marketing plan. This assignment will be marked according to the following criteria: 70%+ The Harvard Referencing System has been both used and applied correctly. Very high standard of critical analysis using appropriate MM conceptual frameworks. Excellent understanding and exposition of relevant issues. Clearly structured and logically developed arguments. Good awareness of MM nuances and complexities, including theoretical challenges. Substantial evidence of well-executed independent research. Excellent evaluation and synthesis of source material. Excellent use of relevant data and examples, all properly referenced.

Grading Criteria

60%-69% The Harvard Referencing System has been used and applied, but with minor errors. High standard of critical analysis using appropriate MM conceptual frameworks. Clear awareness and exposition of relevant issues.

Clearly structured and logically developed argument. Awareness of MM nuances and complexities, some use of theoretical frameworks. Evidence of independent research. Good evaluation and synthesis of source material. Good use of relevant data and examples, all properly referenced.

50%-59% The Harvard Referencing System has been used and applied but some mistakes have been made. Uses appropriate MM conceptual frameworks, but may be lacking some depth. Attempts analysis but includes some errors and/or omissions of theoretical bases. Shows awareness of MM issues but no more than a general knowledge. Arguments are reasonably clear but underdeveloped. Insufficient evidence of independent research. Insufficient evaluation of source material. Some good use of relevant data and examples, but incompletely referenced.

40%-49% The Harvard Referencing System has been used and applied but major mistakes have been made. Less than adequate understanding of appropriate MM conceptual frameworks Writing is too descriptive and/or any attempt at analysis is superficial, containing errors and/or omissions. Shows limited awareness of MM issues but also some confusion on theories. Arguments are not particularly clear. Limited evidence of independent research and reliance on a superficial repeat of class material. Relatively superficial use of relevant data, sources and examples and poorly referenced material.

30%-39% The Harvard Referencing System has been used and applied sporadically but major mistakes have been made. Weak understanding of appropriate MM conceptual frameworks Weak analysis and several errors and omissions of theoretical bases. Establishes a few relevant points but superficial and confused exposition of real-world issues. No evidence of independent research and poor understanding of class material. Poor or no use of relevant data, sources and examples, and no references.

Below 0-29% The Harvard Referencing System has not been used. Very weak or no understanding of appropriate MM conceptual frameworks. Very weak or no grasp of analysis of theories and many errors and omissions. Very little or no understanding of the MM issues raised by the assignment. No appropriate references to data, sources, examples or even class notes.

Assignment

Choose a company that you a familiar with it can be the organisation you currently work for, an organisation you studied in the course, or a well-known organisation that others are familiar with. Once you have chosen the organisation, do market research on the organisation and create a comprehensive marketing plan in which you address the following areas and answer the following questions in narrative form: 1. The Market Overview - Clearly define the target market. - Identify if the market is seasonal, niche, local, regional, national, and/or international. How do you know? - What sector does the organisation operate in? - What is the market size and what shares of the market will the organisation intend to take? - Are there many market segments to approach? 2. Market Segmentation Create a diagram illustrating the various identifiers you have discovered about the target market. These can be things like age range, sex, location, spending power, attitude to spending, ethnic background, job type, etc. The goal of this section is to visually illustrate the organisations market. 3. Characterisation of the Ideal Client Describe the ideal client for the organisation. Address all of these areas: - Who is the client? - Where is the client located? - How many of the clients are there (population and demographics)? - Age range - Sex / gender - Career - Price sensitivity - Decision influencers, including family - Income - Attitudes to spending and buying - Buying habits Additional Notes on this assignment: (1) Your paper must be clearly divided into the above three sections. Sections 1 and 3 are written sections and section 2 is a visual section (illustration, graph, chart, etc.) (2) Please be sure to edit and proofread your marketing plan before submitting it. (3) The document should be type-written in 12 point Times New Roman font and double-spaced for readability.