ASSIGNMENT

AUGUST- 2021
SUBJECT CODE :
MKM602

SUBJECT TITLE : MARKETING MANAGEMENT

LEVEL :
MASTER’S DEGREE

STUDENT’S NAME :

STUDENT NO. :

PROGRAMME :

ACADEMIC FACILITATOR : MR. NIROSHAN PEIRIES

LEARNING CENTRE : CAMBRIDGE COLLEGE

INSTRUCTIONS TO STUDENTS

1) Plagiarism in all forms is forbidden. Students who submit plagiarized assignment

will be penalized.
2) References MUST be included and taken from reliable sources. Please use the
APA Referencing Style and cite your work appropriately.
3) This assignment carries a 60% weightage toward final grade.
4) The submission date for this assignment is ON or BEFORE The 31st of August
2021.

DECLARATION BY STUDENT
I certify that this assignment is my own work and is in my own words. All sources have been
acknowledged and the content has not been previously submitted for assessment to Asia e University or
elsewhere. I also confirm that I have kept a copy of this assignment.

Signed:
In your role as the Strategic Marketing Director for your organization, or an
organization of your choice, you have been asked by the Board of Directors to develop
a Strategic Marketing plan and present it at the next board meeting. In order to produce
the marketing plan, you will need to undertake a strategic marketing audit. Your
marketing plan, which should cover the medium-term period (as relevant to your
organization and sector) should be underpinned by the marketing audit. In preparation
for the meeting, you have been asked to carry out the following tasks:

Task One: Marketing Audit

Prepare a marketing audit covering the following topics which should be presented to
the board of Directors. The strategic marketing audit must consider current and likely
future challenges for the chosen organization and include the flowing tools.

• Macro environment Analysis - PESTEEL

• Situational Analysis - SOWT/ TOWS matrix. Key issues, CSF’s
• Micro environment analysis - Porters 5 forces, stakeholder analysis, competitor
analysis
• Internal environment analysis - Cultural web, McKenzie’s 7 S’s, Portfolio
Analysis tools, value chain analysis, brand analysis, core competencies

Task Two: Strategic Marketing Plan

Using a marketing planning framework of your choice, prepare a medium term

strategic marketing plan and present it to the board of directors by including the
following areas

• Strategic intent (Vision/ Mission and Values)

• Marketing objectives
• Market segmentation - STP
• Marketing Strategy - Ansoff’s Matrix, Generic strategies, branding strategy,
competitive advantage
• Tactics - 7 Ps, Organizational structure
• Actions & Control - Balance score card, Budgets, Schedules
MKM602 Marketing Management 0917 2