INTRODUCTION TO MARKETING

BHO1171

ASSIGNMENT BRIEF:
ASSESSMENT 3
MARKETING PLAN

Sunway KL Campus

Semester 1, 2020

PREPARED BY: Dr Maxwell Winchester

EDITED BY: Dr Rosa E Rios

TITLE
Marketing Plan (Target Market & Marketing Strategy) – Group of 3

This assessment accounts for the following proportion of marks for this unit 15% + 25% = 40%

LEARNING OUTCOMES BEING ASSESSED

1. Analyse how the key elements of the marketing mix contribute to an organisation's marketing
strategy;
2. Compare alternative theories of consumer behaviour and contrast how they influence marketing
activities;
3. Determine the practical implications of core marketing theory including marketing empirical
generalisations, the Double Jeopardy and Duplication of Purchase laws;
4. Investigate marketing problems in business situations using marketing research and marketing
metrics, and effectively report results to a broader audience;
5. Formulate basic marketing strategies that can be implemented to address marketing problems

SUBMISSION INSTRUCTIONS:

You must electronically submit your paper into the Turnitin assignment submission box within the
BHO1171 VU Collaborate shell. Submissions must be in MS Word format.

Please note that paper copies will not be accepted. In case of the Turnitin or VU Collaborate (VUC) system
being down, please email the assignment to your lecturer or local unit co-ordinator as a record of on time
submission. Assignments will be marked using Grademark, within VU Collaborate. You will need to log into
VU Collaborate to read feedback and obtain your mark once marking is complete. There is no re-submission
for this assessment and only one student should submit the marketing plan in representation of the group.
All group member names must be listed on the title page. However, by acknowledging submission the
student takes responsibility of the actions of the members of the group. Therefore, the student submitting
the work must check that the information given by peers is authentic, well supported with research and
contain original thoughts. Please familiarise yourself with VU’s policy on Academic Honesty and
Plagiarism. You can use, as a reference, the exemplary example of a marketing plan available on
VUC however, we recommend that you use the marketing template also available from VUC.
Failure to meet assessment deadline(s)

Where special consideration is not applicable, a 10% (10 percentage point) deduction for each 24-hour
period after the due date will be applied, unless an arrangement has been made with the unit coordinator
prior to the due date.

SUBMISSION DEADLINE:

This assessment comes in two parts.

Assessment 3A: 29 March 2020 (Week 6) by 23:59hours

Assessment 3B: 3 May 2020 (Week 10) by 23:59hours

DETAILED DESCRIPTION OF ASSESSMENT

This assessment links directly with assessment 1. Figure 13.1 from Sharp (2017) is presented below, which
outlines the marketing planning process. Your task will be to complete:

• Step 1: The Market Environment (but not Organisation Situation Analysis) as Assessment 1
• Step 2: The Target Market Analysis and Market Segmentation as Assessment 3a
• Step 3: The Marketing Objectives and Strategy Formulation as Assessment 3b

In other words, you will be writing an overall marketing plan for a product or service, in stages that are
interconnected.

Your task in this assessment is to prepare Step 2 and Step 3 of the marketing plan that complements the
Step 1 of the marketing plan already submitted in Assessment 1. It should be about a crowdfunded product,
The Wooden Horse, The Electric wellness headband or the Plush Toy (please refer to the video on
VUCollaborate).

Both submissions for Step 2 and Step 3 should be between 1,000-1,500 words.

Your will receive feedback from each submission from your lecturer. This feedback should be considered
in your final submission.
Your marketing plan will include the following elements:

Assessment 3A:

• Target Market Analysis and Market Segmentation (Chapter 6)

o Are you going to segment and target a specific group, or mass market? Note that some
marketing plans focus only on a specific segment that will be targeted for maximum growth.
If this is the case, you will need to outline this segment and justify why this one has been
chosen. If you have decided not to focus on a specific segment, you will need to justify this
decision instead.
Assessment 3B:

Complementing what you have written in Assessment 1 and Assessment 3A, Assessment 3B should
include:
• Develop Marketing objective(s)
• Marketing mix tactics
o This includes Product, Price, promotion and Place tactical elements you will use to carry
out your strategy and reach your market
• Conclusion
o In here you should summarise the key elements of your marketing plan.

You may wish to refer to Chapter 13 of Sharp (2017) for more detailed information on marketing planning,
in particular Table 13.1 suggests a structure for a marketing plan.

ASSESSMENT BRIEF VALIDATED BY:

Name:

Signature: Date:
Sample of 3A Report
“Declaration Form” Cover Page (can be downloaded from Elearn)

Cover Page
• Report Title: “Report of the ……”
• Prepared for: Name of Tutor
• Prepared/Written by: Student Names & VU ID No
• Date of Submission and Tutorial Group & Time

Table of Contents
Introduction
• Purpose of writing the report
• Brief introduction to the product
• Related theory definition and explanation (Briefly) – should be on targeting process
• Guide – Approximate word count =200 - 300 (Make use of paragraphs)

Content (Identification of the Target Market)

• How many segments chosen? Why chose the segment? Must provide justification (ie: segment size,
growth, competition wise)
• How segment/s was/were chosen? Which segmentation bases used? (use 2-3 bases)
• Which targeting strategy used?
• Guide – Approximate word count =1000
Conclusion
• Important finding on importance of targeting? Segmentation?
• Guide – Approximate word count =200-300

Reference List
• The reference list at the end of the report should be alphabetically ordered.
• In-text citation and reference list should be consistent.
• You are required to refer to at least 4 academic journal articles and also to some numbers of texts,
magazine/newspaper articles and websites (Please refer to the Communication Skills Handbook on
how to write referencing).

Important Note
• No Assumptions and No own opinions! Only proven facts will be accepted. Every statement made must
be referenced and listed under reference list.
• YOU CAN ONLY USE THE ACADEMIC JOURNALS, WHICH CAN BE OBTAINED FROM DATABASES
LIKE EBSCOHOST, EMERALD AND ETC. PLEASE REFER TO THE REFERENCE LIBRARIAN FOR
FURTHER DETAILS. YOU CANNOT SEARCH FOR THESE MATERIALS USING WIKIPEDIA, GOOGLE
OR YAHOO SEARCH.

Reminders:
1. Students are to write using formal, business-like tone for this report. This means there should be no usage
of “I”, “We”, and “You” in this report.
2. They are also encouraged to write clear and concise expression of English language.
3. The report should also be free from excessive spelling and grammatical errors. Hence, before submission,
proofreading must be done.
4. Please also write the word count at the end of the report.
Sample of 3B Report
“Declaration Form” Cover Page (can be downloaded from Elearn)

Cover Page
• Report Title: “Report of the ……”
• Prepared for: Name of Tutor
• Prepared/Written by: Student Names & VU ID No
• Date of Submission and Tutorial Group & Time

Table of Contents
Marketing Objectives
• Should meet up with the SMART criteria
• May refer to p. 566 and p. 596 in text as the guide
• Guide – Approximate word count =150

Content (Marketing Mix Strategies) specific description on what to offer to the SELECTED target market
• Product
• Pricing
• Place
• Promotion
• Guide – Approximate word count =1000 - 1200
Conclusion
• Important finding on marketing mix strategies
• Guide – Approximate word count =150

Reference List
• The reference list at the end of the report should be alphabetically ordered.
• In-text citation and reference list should be consistent.
• You are required to refer to at least 4 academic journal articles and also to some numbers of texts,
magazine/newspaper articles and websites (Please refer to the Communication Skills Handbook on
how to write referencing).

Important Note
• No Assumptions and No own opinions! Only proven facts will be accepted. Every statement made must
be referenced and listed under reference list.
• YOU CAN ONLY USE THE ACADEMIC JOURNALS, WHICH CAN BE OBTAINED FROM DATABASES
LIKE EBSCOHOST, EMERALD AND ETC. PLEASE REFER TO THE REFERENCE LIBRARIAN FOR
FURTHER DETAILS. YOU CANNOT SEARCH FOR THESE MATERIALS USING WIKIPEDIA, GOOGLE
OR YAHOO SEARCH.

Reminders:
5. Students are to write using formal, business-like tone for this report. This means there should be no usage
of “I”, “We”, and “You” in this report.
6. They are also encouraged to write clear and concise expression of English language.
7. The report should also be free from excessive spelling and grammatical errors. Hence, before submission,
proofreading must be done.
8. Please also write the word count at the end of the report.