3028MKT Marketing strategy and metrics

Assessment 2: Strategic Marketing Plan Guide

Task Description
The Strategic Marketing Plan is part 2 of a group assignment involving groups of 6 (6)
students. Groups are required to use the Strategic Marketing Plan template provided on the
course website to develop a strategic marketing plan report the same company specified for
Assessment 1 (Situation Analysis). Further details of the assessment (including the company
to be analysed) will be provided on the course website and discussed in workshops.

Submission Details
The submission for this assessment should be online and in the form of a Word document.
The strategic marketing plan should be maximum 4,000 words, excluding the references
list. The word limit for each part of the plan is specified in the strategic marketing plan
template provided on the course website. Submission is via the Assessment 2 Submission
Point located in the Assessment 2 Strategic Marketing Plan folder.

Marking Criteria
This assessment item accounts for 60% of the total marks for this course. All the group
members will receive the same score. The criteria for assessing this assignment will be based
on the different parts of the strategic plan template provided on the course website, which
include:
 Executive Summary
 Background
 Situation Analysis
 Strategy Development
 Marketing Objectives
 Marketing Mix Strategies
 Strategy Implementation
 Evaluation and Control
 Theory Application
 Written Communication