A. OVERVIEW
Type: Individual Essay
Credit: 60% of final module mark
Wordcount: 3,000 words (+-10%)
Important Note about Wordcount: Wordcount includes the body of the report. Cover Sheet, Table of
Contents, Reference List and Appendices are not included in the wordcount.
Deadline: Thursday 30 April, 3pm
Mark: Assessed upon your individual performance. Please find details about the marking criteria
below.
B. INTENDED LEARNING OBJECTIVES AND OUTCOMES
1. Understanding of the major theoretical approaches to marketing planning and strategy.
2. Critical assessment of the value of complementary and competing theories in advanced
marketing strategy and innovation applications.
3. Application of introduced theoretical frameworks and concepts for the development of
effective marketing strategies for innovative creative products.
4. Synthesis of ideas, theories, and critical reflections into a strategic marketing plan for the
launch of a creative innovation.
C. KEY ASSESSMENT INFORMATION
The second part of this module is assessed on the basis of an individual essay of approximately
3,000 words (+-10%). You will be required to apply academic reading to develop a strategic
marketing plan for a new creative product. You are offered two options from which you can select
the topic that you prefer.
Option A: You can select a new creative product of an existing creative organisation that you
are interested in (UK-based or international, small or big, new or older) and develop a
strategic marketing plan for its launch in the market (local, national or international).
Option B: You can come up with an innovative creative business idea (new product/service
or modification of an existing product/service) and develop a strategic marketing plan for its
launch in the market (local, national or international).
Important questions that need to be addressed are:
– What is the creative product/service you are selling? Why is it important?
– What is the gap in the market that you are trying to fill? What is the opportunity for you?
– What is the environment in which you operate?
– What is the industry/sector?
– What is your market?
– Who is your customer?
– What is your competition?
– What is the key message that you want to send to the market?
– What is your corporate/brand identity (vision, mission, philosophy, values)
– What is your branding and positioning strategy?
– What is your segmentation and targeting strategy?
– What are your strategic goals and objectives?
– What is your marketing programme: What are your product, price, place, and promotion
strategies/tactics?
– How will you implement your strategies?
– How will you evaluate your strategies?
– What is your marketing budget?
D. GUIDANCE ON STRUCTURE
The Marketing Plan Report
You are asked to submit a strategic marketing plan in the form of a report. The structure of the plan
needs to be consistent with the overall strategic marketing process. Please make sure you include
the following topics/sections.
A. Executive Summary (5%)
You will be asked to summarise your creative product or business innovation and the marketing
strategy for its launch in a one-page executive summary. This means that you will need to include a
description of the company and product you are launching and provide some key information about
the opportunity/need for this product. You will also need to include a summary of your analysis and
objectives, the target market, your marketing programme, and the financial feasibility of your
marketing strategy.
B. Introduction (5%)
– Company / Product Information
– The Gap in the Market / Opportunity
– Corporate / Brand Identity
C. Environmental Analysis (25%)
– Environmental Analysis
– Market and Industry Analysis
– Competition Analysis
– Customer Analysis
– Situation Analysis
D. Strategic Plan (10%)
– Marketing Plan (including Focus, Aims and Objectives)
E. Marketing Strategy (40%)
– Segmentation, Targeting and Positioning Strategy
– Marketing Programme (Product, Pricing, Place, Promotion Strategies)
F. Implementation and Control (5%)
– Timeline
– Team
G. Financial Strategy (5%)
H. Strategy Evaluation (5%)
– Indicators of Performance, Evaluation and Measurement
I. Reference List
J. Appendices
– You may include appendices but it’s not necessary.