MARKETING PLAN & PRESENTATION GUIDELINES PRINCIPLES OF MARKETING

PRINCIPLES OF MARKETING
UDC1001
GUIDELINES FOR MARKETING PLAN WRITING AND PRESENTATION

(Contribute 30% for the continuous assessment)

Students will work on this project in a group of 7. The students are then required to develop a full marketing
plan for introducing a new brand of product (goods or services). This product or brand can be of your own
invention or currently existing and active in another part of the world. The students are also required to present
their group’s marketing plan in Week 10.

Contents of the report:

1. Executive Summary
Presents a brief summary of the main goals and recommendations of the plan for management review, helping
top management find the plan’s major points quickly. A table of contents should follow the executive summary.

2. Current Marketing Situation

Describes the target market and a company’s position in it, including information about the market, product
performance, competition, and distribution. This section includes the following:

• A market description that defines the market and major segments and then reviews customer needs and
factors in the marketing environment that may affect customer purchasing.
• A competition analysis that identifies major competitors and assesses their market positions and strategies
for product quality, pricing, distribution, and promotion.

3. SWOT Analysis
Assesses major strengths, weaknesses, threats and opportunities that the product might face, helping
management to anticipate important positive or negative developments that might have an impact on the firm
and its strategies.

4. Objectives and Issues

States the marketing objectives that the company would like to attain during the first year and discusses key
issues or barriers that will affect their attainment. The objectives must be quantitative. For example, if the goal
is to achieve a 15 percent market share, this section looks at how this goal might be achieved.

5. Marketing Strategy
Outlines the broad marketing logic by which the business unit hopes to create customer value and relationships
and the implementation of the four steps in marketing strategy which are:
• Market segmentation
• Market targeting
• Differentiation
• Positioning.
(Refer to Chapter: Marketing Strategy)

6. Marketing Mix
This section outlines specific strategies for each marketing mix element which are:
• Product strategy
• Pricing
• Distribution strategy
• Marketing Communication Strategy
(Refer to Chapters: Product, Price, Place and Promotion)

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 MARKETING PLAN & PRESENTATION GUIDELINES PRINCIPLES OF MARKETING

7. Action Programs
Spells out how marketing strategies will be turned into specific action programs that answer the following
questions: What will be done? When will it be done? Who will do it? How much will it cost? The timeline for the
action programs is 6 months.

8. Budgets
It shows the calculation of break-even points by using fixed costs, variable costs and selling price per unit.
(Refer to Chapter: Pricing)

To help you develop the marketing plan, one sample of the marketing plan from the main reference book (Kotler
and Armstrong, 2021) has been uploaded in UMSeLF as your reference.

Guidelines on Marketing Plan Report

Assignment should be computer typed using 1.5 spacing on A4 paper using font type ‘Times New Roman’ size
12/ ‘Arial’ size 11 for 15-20 pages only excluding the title page, acknowledgment, table of contents, references,
and appendices. Sequence of the report materials is as follows:

i. Title page (template in UMSeLF)

ii. Acknowledgement
iii. Executive Summary
iv. Table of contents
v. Current Marketing Situation
vi. SWOT Analysis
vii. Objectives and Issues
viii. Marketing Strategy
ix. Marketing Mix
x. Action Programs
xi. Budgets
xii. References
xiii. Appendices

Guidelines on Presentation

i. Each group is COMPULSORY to present the Marketing Plan. All group members must participate in
the presentation.
ii. Time duration: 15 minutes including 2 to 3 minutes of Q&A session.
iii. Your presentation format must be in POINT FORM. No essay form allowed.
iv. The sequence/part of the presentation will be according to the contents of the presentation guidelines.
v. The presenting group may use PowerPoint, handouts, and/or any other presentation materials to
facilitate the understanding of the topic. All groups must turn in a hard copy of presentation material
(max of 25 slides) to the lecturer before the presentation.
vi. Place group members’ photo, name and matric number in the first slide.
vii. The parts to be presented of Marketing Plan will be as follows:
• Introduction of Group (members’ name and matric numbers, brand, and product)
• Current Marketing Situation
• SWOT Analysis Diagram
• Objectives and Issues
• Marketing Strategy
• Marketing Mix
• Action Programs
viii. Maximum number of slides: 25 slides
ix. Please submit the completed files/documents as below:

FILE ***SUBMIT TO: REMARKS

1. Presentation Slide UMSeLF Please make sure the
size does not exceed
2. Written report UMSeLF 50MB for each. Save in
PDF file.
*** For each submission, please include the details of the group.

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General Guidelines

i. By the end of Week 10, students will be asked to evaluate the contribution of themselves and other
members of their respective groups in a peer assessment. Students who get below 50% will be
rewarded with zero marks for the assignment for not giving enough contribution.
ii. Failure to submit by the due date would result in the candidates being awarded zero marks.
Assignments submitted late without prior application for an extension or medical evidence will not be
accepted. Extensions are granted only because of circumstances.
iii. Plagiarism is a serious offense. Please ensure the assignment’s Turnitin similarities is less than 30%.
Definition of plagiarism includes the followings:
a. Copy and paste with model answers from any sources of references such as instructor manual,
textbook, reference books, journal articles and internet sources.
b. Sharing of answer among different groups.

SUBMISSION DATE: 3RD MAY 2023, 5.00 PM

*All groups - Please upload your marketing plan assignment (report) online via the UMSeLF and
presentation slides by 3RD MAY 2023, 5.00 PM. Only the leader of the group is required to upload the
submission.

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 MARKETING PLAN & PRESENTATION GUIDELINES PRINCIPLES OF MARKETING

EVALUATION FORM
(REPORT – 20 %)

Group Leader : 1………………………………………………………………………………………………….

Group Members : 2………………………………………………………………………………………………….
3………………………………………………………………………………………………….
4………………………………………………………………………………………………….
5………………………………………………………………………………………………….
6………………………………………………………………………………………………….
7………………………………………………………………………………………………….
Brand Name & Product : ………………………………………………………………….

MARK MARK MARK

CRITERIA GOOD AVERAGE POOR
( 4-5 ) ( 2-3 ) ( 0-1 )
1. TITLE PAGE, Report includes a title page Report includes a title Some of the criteria is
ACKNOWLEDGEME with complete information page, missing.
NT & TABLE OF as listed in the guidelines, acknowledgement and
CONTENT acknowledgement and a table of content but
complete table of content. incomplete.

2. FORMAT Report is formatted Report is formatted Report is formatted

correctly based on the
guidelines: appendices,
spacing, font, font size and
pages.
3. EXECUTIVE Description of what is in the
SUMMARY marketing plan. Describes
the main points of each
section in paragraph form.
incorrectly in one
criteria.
Not a clear description
of each section of the
marketing plan. Not in
paragraph form.
incorrectly in more than
one criteria.
1 or 2 sections of the
marketing plan are not
described.

4. CURRENT A detailed description of Section is lacking detail. Section is lacking detail.

MARKETING current marketing situations 1 subpart is missing or More than 1 subpart
SITUATION of the product chosen. All 4 wrongly written. may also be missing.
subparts are correctly
written.
5. SWOT ANALYSIS A very well written and Analysis is lacking detail Section is lacking detail.
insightful analysis of the or wrongly written. More than 1 elements
company’s strengths, may also be missing.
weaknesses, opportunities,
and threats.
6. OBJECTIVES AND Objectives are measurable, Section is lacking detail. Section is lacking detail.
ISSUES achievable, and profitable. 1 subpart is missing or More than 1 subpart
Issues are explained in wrongly written. may also be missing.
detail.
7. MARKETING A detailed description of the Description is lacking Section is lacking detail.
STRATEGY organization’s marketing details. 1 part is missing More than 1 subpart
strategy. or wrongly written. may also be missing.
8. MARKETING MIX A detailed description of the Description is lacking Section is lacking detail.
organization’s marketing details. 1 part is missing More than 1 subpart
mix. or wrongly written. may also be missing.
9. ACTION Detailed descriptions of how Description is lacking Section is lacking detail.
PROGRAMS the organization will turn details. 1 part is missing More than 1 subpart
plans into results. Answer or wrongly written. may also be missing.
the HWWH questions – how,
when, who, how much.
10. BUDGETS Logic calculation of break- Description is lacking Section is lacking detail.
even pricing based on FC, VC detail or none of the More than 1 subpart may
And SP. deviations or changes is also be missing.
addressed.
TOTAL /50

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 MARKETING PLAN & PRESENTATION GUIDELINES PRINCIPLES OF MARKETING

EVALUATION FORM
(PRESENTATION – 10%)

MARKS PARTIALLY MARKS MARKS

CRITERIA EXEMPLARY INCOMPLETE
(4-5) PROFICIENT (2-3) (0-1)
Holds attention of
Consistent use of Displayed minimal eye
EYE CONTACT entire audience with
direct eye contact contact with audience,
the use of direct eye
with audience, but still while reading mostly
contact, seldom looking
returns to notes. from the notes.
at notes.
Movements seem fluid Made movements or
Very little movement or
BODY LANGUAGE and help the audience gestures that enhance
descriptive gestures.
NONVERBAL SKILLS

visualize. articulation.
Makes minor
Student displays
POISE mistakes, but quickly Displays mild tension;
relaxed, self-confident
recovers from them; has trouble recovering
nature about self, with
displays little or no from mistakes.
no mistakes.
tension.
Excellent time
Presentation exceeds
USE OF TIME management and keep Good time
the time frame but
appropriate pace for management.
acceptable.
each point presented.
Excellent attire,
Good standard attire Inappropriate attire to
ATTIRE appropriate for the
for presentation. the presentation.
presentation.
Demonstrates a strong, Occasionally shows
Shows some negativity
ENTHUSIASM positive feeling about positive feelings about
toward topic
topic during entire topic.
VERBAL SKILLS

presented.
presentation.
Student uses a clear Student’s voice is Student’s voice is low.
ELOCUTION voice and correct, clear. Student Student incorrectly
precise pronunciation pronounces most pronounces terms.
of terms so that all words correctly. Most Audience members
audience members can audience members have difficulty hearing
hear presentation. can hear presentation. presentation.
Student demonstrates
Student is at ease with Student is
SUBJECT full knowledge by
expected answers to uncomfortable with
KNOWLEDGE answering all discussion
all questions, without information and is able
questions correctly
elaboration. to answer only
with explanations and
rudimentary questions.
elaboration.
Student presents
Student presents Audience has difficulty
ORGANIZATION information in logical,
information in logical following presentation
interesting sequence
sequence which because student jumps
which audience can
audience can follow. around.
follow.
CONTENT

Presentation has no Presentation has no

Presentation has three
MECHANICS misspellings or more than two
misspellings and/or
grammatical errors. misspellings and/or
grammatical errors.
grammatical errors.
Student uses visual aids
Student uses visual Student uses visual aids
VISUAL that explain and
aids that relate well to that in general support
PRESENTATION reinforce excellently
text and presentation. text and presentation.
text and presentation.
Group members
Group members
TEAMWORK Group members work mostly work together,
worked individually,
together, role clearly roles defined and
not as a team, no roles
defined. followed the most
defined or assigned.
part.
TOTAL / 60

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