Marketing Management: The Marketing Planning Process Essay Example
Marketing Management: The Marketing Planning Process Essay Example

Marketing Management: The Marketing Planning Process Essay Example

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  • Pages: 4 (896 words)
  • Published: April 9, 2017
  • Type: Work Plan
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Background: The marketing mix comprises of the standard 4Ps (or other models). The 4Ps can easily be identified and applied in practice. However, it can be difficult to balance the 4Ps in order to provide the right product/services to the right customer at the right place and at the right time.

It is therefore not surprising that marketing is both an art and science, as the act of balancing the marketing mix requires marketing knowledge, skills, and creativity and intuition.There are various concepts and tools that can be used to leverage, sustain, develop and satisfy market demands. It is important in the marketing discipline that decisions be based not on personal, subjective opinion but on solid research and you are required to en sure that subjectivity is kept to a minimum Your Task: Marketing Plan (3000 words) Produce a Marketing Plan Write a marketing plan for the declining produ


ct you have analysed using an appropriate framework. Remember that you are working with an existing company that has set objectives and missions. You will need to align your product to the company’s objectives. Learning Outcomes: On successful completion of this assignment you will be able to:

  • Use appropriate marketing terminology, concepts, theories and models applied in a variety of marketing settings.
  • Describe the inter-related nature of the basic marketing concept and the business environment. Analyse the elements of the marketing mix and the role of different elements in achieving marketing objectives.
  •  Demonstrate a critical appreciation of a variety of market research techniques.
  • Appreciate the importance of the separate marketing functions, the management of these functions, and how each function affects other functions within and external to the
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marketing domain.

  •  Describe the components of a professional marketing plan.
  •  Appreciate the dynamic nature of marketing in a changing, global business environment. To think strategically about a given company’s marketing approach in order to ensure the creation and capture of value
  •  Analyse a marketing strategy within a structured framework, incorporating market positioning, performance objectives and success factors
  •  Debate and appreciate interpretations and applications of academic theory & practice
  •  Synthesise relevant literature from a diverse range of perspectives on specific aspects of marketing management, identify knowledge gaps and propose research through which the identified gaps could be addressed.Guidelines: All materials must be properly referenced. Length required is advised above.
  • Longer work will not be penalised. However it should be noted that a concise and professional style which is well focused and clear in the points being made will gain good credit. Originality, quality of argument and good structure are required. What I want to see is that you can take a body of theory, understand it, choose what you want from it, apply it in a reasonable fashion and hence evaluate it.

    Your submissions will be expected to demonstrate the following qualities:

    1. Answering the central focus of the assignment topics.
    2. A critical appreciation of relevant literature and its use to support argument, substantiate model(s) and other aspects of the assignment.
    3. Taking ownership of the content, being prepared to debate and argue a personal position, evidences evaluative skills.

    A submission made up of extracts from published sources which is descriptive and just theoretical, is not acceptable. Your submission must have interpretation and consideration of the challenges and issues of taking theory into practice (using cases and/or personal experience). .


    to analyse relevant theoretical concepts in a critical manner, evaluation of material, indication of gaps in the literature. Logical flow of ideas and treatment; imaginative approaches; appropriate selection of real world factors related to the model(s) or specific assignment topic. 6.

    Evidence of additional personal research, and the ability to analyse material from a variety of appropriate relevant perspectives. A clear listing of references and/or bibliography. Presentation, structure, appropriateness of methodology, breaking into section headings/subheadings, tidiness. .

    A concise conclusion. Please ensure that you reference material which you take from text books, published documents, internet etc… in the main body of your report, at the place you use it, as well as listing the publications in an appendix. Please adhere to the Harvard Referencing System, details of which can easily be found online. Also, try to evaluate and critique this material and the experience you get from applying and using it. Such personal critique gains high reward in postgraduate level work!Please note that just providing a summary of current published works on your chosen topic will not receive a high grade. Ensure that your writing style is one in which you take ownership of the content.

    Evidence personal evaluation – this can often be achieved by evaluating prior experience or a case study within the context of the theory. NB: Marks will be awarded for proper referencing and originality of work. Also note that plagiarism is a serious offence and your submission will be electronically checked.Maximum length: Marketing Plan: 3000 words (+ or – 10%) on A4 paper including cover page, table of contents, tables/figures/graphs, references, etc. Use 12pt font size Times New Roman, with 2. 5cm margins

    all around and 1. 5 spaced. References, table of contents, and tables/figures/graphs may be single-spaced with a font size 10. Deviations from the set formatting guidelines will severely affect your grade, regardless of report content. This is to ensure optimal length consistency and fairness for all submitted student reports.

    Also note that this assignment should be submitted in a report format.

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