FM-BINUS-AA-FPU-78/V2R0

BINUS University

Academic Career: Class Program:

Undergraduate / Master / Doctoral *) International/Regular (DinE)/Smart Program/Global
Class*)

 Mid Exam  Final Exam Term : Odd/Even/Short *)

 Short Term Exam  Others Exam : Ujian Susulan

 Kemanggisan  Alam Sutera  Bekasi Academic Year :

 Senayan  Bandung  Malang 2021/2022

Faculty / Dept. : BINUS Business School Undergraduate Deadline Day / Date : Rabu / 13 Juli 2022
Program / Kewirausahaan Time : 13.00 WIB
Code - Course : MKTG6278002 – Marketing Management Class : LA10 – LF10
Lecturer : Team Exam Type : Open Book

) Strikethrough the unnecessary items
The penalty for CHEATING is DROP OUT!!!

In a group that consists of max 3 people,

(1) write a marketing plan that consists of marketing environment and STP (segmentation,
targeting, positioning) identification, marketing mix strategy, and integrated marketing
communication (IMC) plan. Please adhere to the attached Marketing Plan template.
(2) Submit a video presentation (7 - 10 minutes length) that shows both presentations slide as
well as the presenter. Please make sure that each group member presents in the video.

The final score of the Marketing Plan will be based on these components.

Learning Assessment criteria Weight

Objectives
(LO 1.1) (a) Explanation of the planning process of 25%
marketing management by using the data of
marketing environment
(b) Identification of STP (segmentation, targeting,
positioning)
(LO 1.1) Marketing mix strategy 25%
(LO 2.3) Proper integrated marketing communication 20%
(IMC) plan
(LO 2.3) Written Communication Skills 15%
(LO 2.3) Oral Communication Skills (video) 15%
Total 100%

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 FM-BINUS-AA-FPU-78/V2R0

MARKETING PLAN

[Brand & Business Description]

Example:
“Pro-UMKM” : Usaha Layanan Chatbot untuk Memasarkan Produk UMKM Indonesia

Final Examination – Even Semester 2020/2021

”The attached paperwork is our own work, and has never been submitted for
assessment for any other course before. Proper reference has been made to
all sources, published or unpublished works, and ideas of other persons that
have been drawn upon in completing this assignment”

NAME STUDENT ID

ENTREPRENEURSHIP STUDY PROGRAM

BINUS BUSINESS SCHOOL UNDERGRADUATE PROGRAM
BINUS UNIVERSITY
MALANG
2022

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 FM-BINUS-AA-FPU-78/V2R0

CHAPTER 1. INTRODUCTION
1.1. Company Background
• Explain the background problem that needs to be solved
• Explain your business product/services that is offered to solve the aforementioned
problem

1.2. PESTEL Environment Analysis

a) Politic
b) Economic
c) Social (Use supporting data/references from academic sources to support
d) Technology your analysis for each PESTEL environment. Explain how those
e) Ecology conditions may affect your business)
f) Legal

1.3. Segmentation, Targeting, Positioning

a) Segmentation
Identify groups of customer segment that may buy your product. You mau use any
segmentation basis (demographic/ psychographic/geographic/behavioral), and explain
the different characteristics between each segment. Use this table.

Segment Group based on …………. Segment Characteristics

Segmentation

b) Targeting
Based on your previous identification, explain
• which group segment that you choose as your marketing target
• why you choose that/those segment (or segments) as your target
• what kind of targeting strategy that you use (concentrated/differentiated/micro?)

c) Positioning
• Explain the uniqueness of your product/service that will differentiate your business
compared to the competitors’ offering.
• Write down your tagline that will be used as your unique selling proposition

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 FM-BINUS-AA-FPU-78/V2R0

CHAPTER 2. MARKETING STRATEGIES

2.1 Product Strategy
• Explain your brand philosophy and logo
• Explain your product/services in details (you may use a table that shows the width/the
length/the depth of your product mix)

2.2 Pricing Strategy

• Explain the pricing strategy that you use
• Describe the price list of your product/service offerings

2.3 Place Strategy

• Explain the channel strategy that you use
• Explain why you choose that channel strategy

CHAPTER 3. INTEGRATED MARKETING COMMUNICATION PLAN

3.1 Marketing Objectives
Objectives Measurements Performance Indicators

Example:
Increase brand awareness
Number of followers Increase IG followers from 5 to
100 in 2022
Number of testimonies Reach 50 new testimonies within
2022

3.2 Promotion Strategy

• Explain what kind of promotional mix that you will use to promote your product/brand
• Provide design examples of your promotional content
• Explain what media that you will use, and the reason why you chose that/those media
for promotion

REFERENCES
• Use APA Referencing Style
• You only need to insert references that you use in this proposal

Notes:
Please submit your Marketing Plan in Microsoft Word document format
(all answers should be typed in your microsoft word file, NOT as a cloud file link)

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 FM-BINUS-AA-FPU-78/V2R0

VIDEO PRESENTATION

Submit link of your video in this box

Link of our video presentation:

INSTRUCTIONS:

• Make sure your link can be accessed without signing in or using password (anyone with the
link can view)
• 5 - 7 minutes length of presentation
• The video should show BOTH the presentation slide AND the presenter (see this video as a
reference: https://bit.ly/UASmarketingmanagement
• Each group member should presents in the video

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 FM-BINUS-AA-FPU-78/V2R0

GROUP PROJECT PEER ASSESSMENT

(Mohon diisi secara individu, pada halaman terakhir file word jawaban UAS Anda. Isi dengan
jujur, dan tidak perlu memberitahukan isian form ini kepada rekan kelompok Anda. Oleh
karena file word UAS harus diunggah oleh masing-masing individu, maka Anda tidak perlu
khawatir akan kerahasiaan isian form ini, karena hanya dapat dilihat oleh dosen pengampu)

Name : (nama lengkap)

Student ID : (NIM)
Subject : (nama mata kuliah)

Please assign a mark out of 100% in each cell below as your assessment of each group members
(peers) contribution to the project. These forms will not be seen by anyone other than your lecturer.

Ensure that you put your name and your group members’ (peers’) names on the list below, and
marks in each member’s corresponding column number.

This is your opportunity to tell the lecturer/tutor if there were any problems with the group
interactions, division of workload etc. Be honest and factual as these assessments will be taken
into consideration when project marks are allocated.

Name (self) (member 1) (member 2) (member 3) (member 4)

Contribution to the
group work
(scale from
1—100%)

Notes
(must be filled with
explanation
regarding each team
member’s
contribution)

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 FM-BINUS-AA-FPU-78/V2R0

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