Question MKG701 – Report On Marketing Plan Guidelines

Share

Question MKG701 – Report On Marketing Plan Guidelines. Excellence in written communication skills by presenting an error-free, well written and correctly formatted written report using the guidelines provided in Summers and Smith (2014) Communication Skills Handbook.

REPORT COMPONENT DIRECTIONS ON CONTENT AND FORMAT
Excellence in written communication skills by presenting an error-free, well written and correctly formatted written report
using the guidelines provided in Summers and Smith (2014) Communication Skills Handbook. Marks are allocated for correct
spelling, grammar and in-text referencing.
Written Communication – 10% • Title Page that contains a title and all relevant personal identification including word count.
Title page, Executive summary & • Executive Summary, a detailed summary of your entire report. Can be up to 1 page in length (not included in word count).
Table of Contents • Table of Contents, identifies the headings and sub-headings in the report and their respective page numbers.
Conclusion
• Formal introduction, should include: Purpose and Authorisation, Limitations and Scope
Referencing
• Conclusion – Should re-acquaint the reader to what the report was about and summarise the main ideas of the report.
Additional Information (Appendices)
• References – The report should contain both in text references and a List of References that includes all in text references
used. The formatting should be Harvard style.
• Appendices – should be used if there is supplementary information you wish to refer the reader to that helps further support
the evidence you have supplied your reader in the body of the report
• Provide a brief background to the company/product and industry – An Australian Marketing Organisation used in Task 1
Case Background – 15% • Situation Analysis (provide only a brief summary of the external environment analysis from Task 1)
• This section should also identify the current market and major segments for your subject and review consumer needs and
factors that may affect consumer purchasing
• Use this section to build on the external environmental analysis and identify how opportunities and threats can be
SWOT analysis – 15% responded to based on internal strengths and weaknesses
• From the SWOT the critical issues should be identified
Marketing goals and objectives – 10% • State the marketing objectives you recommend the company attain during the plan’s term (SMART objectives)
• Outline the broad marketing logic by which the marketing objectives will be achieved
Marketing strategy – 40% • Define the specific market segments to target and proposed positioning
• Provide specific strategies for each marketing mix element to explain how each responds to the threats, opportunities and
critical issues spelled out earlier in the plan
Marketing implementation – 5% • Spell out how the marketing strategies will be turned into specific action programs
Evaluation and controls – 5% • Outline the controls that will be used to monitor progress and allow for future review of implementation