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 | |||