Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information.
Total points possible for Company Profile Assignment: 10 pts.
Criteria: Market Segmentation and Targeting | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Market Segmentation and Targeting Assignment: 10 pts.
Criteria: Situation and Company Analysis | Not Evident | Developing | Proficient | Exemplary | Points |
---|---|---|---|---|---|
Professionalism | Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. | Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. | Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. | Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | |
Thoroughness | Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis | Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis | Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. | Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. | |
Progression | Does not incorporate feedback or suggestions from instructor and peers | Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement | Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement | Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
Total points possible for Situation and Company Analysis Assignment: 50 pts. Total points possible for Marketing Plan, Part 1 Assignment (Consists of Company Profile Assignment, Market Segmentation and Targeting Assignment, and Situation and Company Analysis Assignment combined): 100 pts.
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Updated: Jun 23, 2023
Here are the only 14 steps you'll ever need to know when planning to tackle a Professional Marketing Qualification Assignment. Some of these steps you may want to change in terms of sequence, but make sure you cover each one in whatever sequence you feel fits you best.
2. consider the marking, 3. choose an organisation, 4. make a timeline, 5. understand the syllabus, 6. do your research, 7. gather real-life examples, 8. bulletpoint each answer, 9. add the content, 10. presentation, 11. reference correctly, 12. get a second opinion, 13. read, read and read it backwards, 14. don’t leave it until the last minute, 1. read the assignment in full.
Reading the assignment in full a few times will help you to understand what is required holistically. Although each task and question has its own set of requirements, the idea is that the assignment is fully integrated with each question holding relevance with the others, which means they will all need to knit together.
Before even considering starting to answer the assignment, read it a few times and let it sink in. Go back and start to make some brief notes on how you think you’d tackle each question and any elements you don’t fully understand.
You are not expected to understand everything straight away, but this task can be a great way to break the ice and for you to fully understand what is required, what is known and elements that you will need to understand better than you do at the moment.
One thing a lot of people forget is the mark allocation for each question. This is important to factor in as it highlights the weighting of marks for each question, providing an indication of how much content is required per question to gain the most marks.
For example, if an assignment is allocated 4,750 words maximum and there are a total of 100 marks available, it would make sense that you should be looking to achieve 1 mark per 47.5 words. This can also be done per question to work out how much should be written.
Make a note of these numbers and let this be a guide to you throughout your studies.
Each Marketing assignment is usually based on an organisation of your choosing. The sooner you do this, the sooner you will be able to start to form practical answers, specific to this organisation.
This is hugely important and it will form the basis for ALL your answers. Without understanding an organisation and how the questions fit around it you are left with only theoretical answers that will not gain marks
Don’t be fooled into thinking that choosing a large organisation will be easier either as the more specific and focused you can make your chosen organisation the better your answers will be (trust me). If you are struggling with this, try picking a specific division, product or service within a company. That way you can be really focused on what you are writing.
Being accountable can be the difference between passing and failing and having something other than a final deadline to work towards can be a real asset.
Work backwards from the final deadline date of handing in your assignment and use markers at certain points leading up to this date that you will need to hit.
For example, you may want to section off weeks or a month to complete each task by, even each question. That way you know if you are falling behind and need to set aside some additional time to catch up.
You could go one further here and plot specific dates where you will have answered each question and the time you will be using to achieve this – a bit like a Gantt chart or a Project Management tool to keep you on track.
The syllabus is what all the assignment questions will be based on and each of these will cover various elements of it. Understanding what the core concepts are will help you in producing answers that gain markings.
Don’t skip this step unless you will end up writing an answer that isn’t following the syllabus.
Another reason to do this is to highlight any gaps within your knowledge that you may need to address. For example, if a learning outcome of the syllabus is to ‘demonstrate methods of generating customer awareness within a digital environment’, then the questions you need to be asking yourself are;
Do I know the digital marketing mix?
Can I evaluate methods of communication?
Do I understand keywords, content and creative?
If you don’t or can’t, better get the books out!
Following on from the above, this is where a lot of people fail as they are faced with the unknown a lot of the time, but doing your research into the gaps in your knowledge will help you not only answer the assignment but make you a better marketer.
This doesn’t have to be in book form as research comes from many different areas. This could be an ebook, video, podcast, blog, etc. As long as it’s a valid source and, if used in your assignment you reference it correctly, it can be used.
Gathering real-life examples to use throughout your assignment is essential for a number of reasons:
1 – Expands your knowledge
2 – Provides insights into what other organisations are doing that is working
3 – Applied correctly they can help in backing up any statements you may be making when answering questions
4 – A great way to gain marks
This can also be easily done by setting up some email alerts from reputable online sources such as Marketing Week. That way the examples are coming to you. Just make sure they a relevant and can be referenced!
Before diving right into your answers wholeheartedly it is much better to provide a basic structure and highlight the main points you want to get across.
I find that using bullet points is the best way to do this, which you can use as markers in order to make sure you maintain focus in your answers as well as covering all the most important elements –these may include;
Real-life examples.
Models and theory.
Specific references.
The main titles and headings required.
Most importantly the main points for context to cover within your answer.
Once you have bullet-pointed each answer, you should then be able to start to add more and more content, making each answer relevant to the question posed and the requirements of the syllabus.
If you have not done your research you may struggle with this point and one thing to avoid would be a question that rambles on and doesn’t get to the main elements quickly enough, wasting valuable word space.
A lot of people forget about the presentation, to which 10% of the overall marks can be attributed to. The best rule here is to think; if it’s easy to read, it’s easy to mark!
For each task, there will be a requirement to structure your answers to a specific style (usually in a report format or as a briefing paper or marketing plan). You’d be mad not to stick to these styles.
You want your assignment to stand out for all the right reasons, so using tables, images and screenshots does not only enhance your answer but makes an entire assignment much easier to read, understand and again… mark!
A simple point but a big one. Always, always, always, reference your work and give credit to those that deserve it.
If you are unsure how to do this, you need to review the Harvard Referencing system… ask Google. This must be done throughout your assignment as well as at the back.
Sometimes you can go copy blind, covering the same questions over and over again, so it will do you no harm to get some feedback from a tutor, your accredited study centre or even a work colleague, just to give you peace of mind that;
a) You’ve answered each question
b) It makes sense holistically
c) It is easy to read and well-presented
d) Nothing is obviously missing
Now it’s your turn. Take a few hours and read the assignment, then reread it and read it backwards. This is a great trick in spotting any spelling mistakes a spell checker may not catch – if you’re like me and a terrible speller!
One tip here- Make sure your name is NEVER on any part of the assignment, use a fake name or a job title instead.
Make sure you leave enough time (a few days) between the deadline and when you actually complete your assignment as you never know what may happen – email bounces back, sent directly to a junk folder, pigeon didn’t arrive in time. This way you have at least a day to rectify the situation and not just a few hours or even minutes
Relax and celebrate the fact you have completed your assignment, which is an achievement in itself. Well done you!
I hope you’ve found these steps useful and if any of them are unclear, let’s chat about it and clear it up so you can get on with passing your Marketing Qualification.
Study, Plan and Pass… Repeat
Getting The (Exam) Timing Right
To Learn or… to Learn, that is the Question?
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An executive summary of your marketing plan gives a brief overview of how you intend to reach your target audience and drive conversions. Here's what you should include.
A marketing plan is essential when you are launching a new business or product. This plan guides your marketing activities, which can include building brand awareness, establishing your competitive advantage, growing your customer base and attracting new leads.
Marketing plans can be complex because they provide a lot of detail about your overall marketing goals and supporting activities. That’s why it’s important to also write an executive summary for your marketing plan.
As the name suggests, an executive summary provides a high-level overview of your marketing plan. Its primary purpose is to reduce complex topics and projects within your greater marketing plan to the basics and show your short-term and long-term goals. In one or two pages, it describes the key results of your marketing research and provides an overview of your brand objectives, marketing goals and related activities.
The executive summary should cover the main parts of your marketing plan, as well as information about your company and brand, your products or services, the market, and your overall direction. While the marketing plan is typically written in sections separated by subheadings, the executive summary is usually written as a series of paragraphs, with each paragraph focusing on one section of the marketing plan.
Here’s how to write your executive summary and what information you should include in each paragraph:
Your executive summary should begin with an introduction that briefly explains what the reader can expect. It provides valuable context and will make the subsequent points easier to understand. Concisely explain the project, the purpose of your marketing plan, and the key benefits it provides to potential customers. Keep the introduction simple, short and direct.
Example : This plan is presented for XYZ Company, which sells widgets for the IT industry. We’ve created a new widget for the healthcare industry, and our marketing plan will show that we have a unique opportunity to expand into a new market.
Briefly describe your business, including its history, structure, customer base and sales figures. List the main people involved with the business, including their positions and responsibilities, their respective skills and experience, and their responsibilities with respect to achieving your marketing goals . Include relevant external service providers (e.g., accountants, marketing experts and suppliers) and your company’s name, location and contact information.
Example : XYZ Company has been around since 2010 and is based in Anaheim, California. We sell widgets for the IT industry, which are designed to increase energy efficiency and reduce operating costs.
Describe the marketplace and industry sectors in which you sell your products and services, and the main trends that affect them. List the factors that influence the market, the innovations that are taking place, and the main drivers or players involved.
Example : There are several large companies and a few smaller specialty companies that sell similar widgets to the IT industry. Innovations in this market can cause disruptions, but only when they provide significant benefits in cost savings or efficiencies.
Describe your products or services and explain their key features and benefits. Outline your products’ or services’ unique selling propositions to show how they differ from or are better than competitors’ offerings.
Example : We’ve created a new widget for the healthcare industry, which is outside our current market. This new product provides healthcare companies with greater efficiencies and cost savings not currently offered by existing products. Similar products exist in other industries, but there are currently no widgets designed specifically for the healthcare industry.
Describe the key aspects of your target audience, as well as how you identify those customers. Briefly explain where you find your target customers and how you will reach them. Outline your promotional strategy, including its main objectives and related timelines. Describe your key marketing priorities and how they relate to specific business activities (e.g., entering a new market or creating new products). Explain what methods you will use to distribute your products or services.
Example : Our target market is large healthcare companies, including hospitals, clinics and manufacturers of healthcare devices. We plan to do a marketing campaign through direct sales and social media marketing. [Learn more about how to design an email marketing campaign you can include in your marketing plan/executive summary.]
Clearly define key financial information related to short-term and long-term marketing activities. Provide line-by-line budget details for individual activities and related metrics to determine their success.
Example : Our marketing budget for the year is $100,000, which will be spread over the following marketing activities.
Briefly describe the project’s goals and the strategies that will be implemented to achieve those goals. Conclude with a couple of sentences that will encourage the reader to review your marketing plan.
Example : We’ve developed a marketing plan that will help us to quickly reach key stakeholders in the healthcare industry and become the main provider of widgets to this market. We will use our experience in selling to the IT industry to showcase the benefits of our widget.
These tips should help you create an effective executive summary of your marketing plan:
The executive summary is a brief overview of your marketing plan. Write the complete marketing plan before you provide a summary of that plan. Once you have all of the information for your marketing plan, you can decide what’s important enough to include in the executive summary.
Whoever reads the executive summary should come away with a complete understanding of your marketing goals. Tell your story. Explain what your company does and why you chose to do what you do. Talk about what matters to you, the people who are helping you meet your goals, and what you want to achieve with your marketing.
When you’re creating your marketing plan, make note of anything that stands out. This could include interesting statistics, memorable moments, key findings about your competitors, anecdotes from leadership, ideas to support promotion and newsworthy events. Check out what your favorite brands are doing, note anything interesting you’ve read in a blog or article, or recall an interesting tool or technology that you can apply to your business. These ideas can be inspiration for an engaging executive summary.
Your executive summary must contain key data and findings, including an analysis of the market and your competition, as well as budgetary and financial considerations. Your full marketing plan will provide more details, but the executive summary should contain important research data to get your reader interested in your marketing plan.
An executive summary is a professional document, so you should write in a professional manner. However, the language should also reflect who you are as a person and as a company.
Your executive summary tells your story. What is your style? What is your audience’s style? The tone of this document should match the tone of your marketing material and your company.
Avoid clichés and hyperbole, as they come off as inauthentic and can rub readers the wrong way. Clichés tend not to match the reality of your situation, as they can overpromise on what you can actually deliver. Is your company the best in its category among all competitors? What determines “best”? Ensure any claims you make are specific and measurable.
Keep in mind that the purpose of your executive summary is to market your business. The summary should concisely position what you’ve written in the marketing plan in a way that compels the reader to continue. Include a brief explanation of the most important and interesting information and the key takeaways that will matter to the reader. [Learn more about effective offline marketing tactics you could potentially include in your marketing plan.]
Your marketing plan should change over time, and so should your executive summary. Include any updates to your products, services or technologies, or any significant changes in your market and competition. For example, COVID-19 forced many companies to change their marketing strategies and business practices. Your executive summary should reflect the changes your company has made to its marketing plan to deal with the changes in the market.
A marketing plan has several benefits:
The marketing plan is your guide to marketing your business effectively. The executive summary highlights the most important goals, actions and research results of your marketing plan. It is designed to grab readers’ attention and ensure they quickly understand where your business is going and how it plans to get there.
Additional reporting by Sean Peek.
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<html><head><meta charset="utf-8"><meta name="viewport" content="width=device-width, initial-scale=1"><title>'She bullies and berates': University of Florida ...
A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics. A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your ...
Oct 26, 2023. A marketing plan is a blueprint that outlines your strategies to attract and convert your ideal customers as a part of your customer acquisition strategy. It's a comprehensive document that details your: Target audience: Who you're trying to reach. Marketing goals: What you want to achieve.
Strategy: Segmentation, Targeting and Positoning (STP) and the tactics forming the 7Ps of the marketing mix. Action: Budget, resourcing including team and tools and marketing technology (Martech) and 90-day action plans. As a marketer, every activity will fall into either an opportunity, strategy, or action.
Marketing Plan Example (Filled Out) Here's a fake content marketing plan example for a fictitious shoe company. Marketing Plan Template: [Project Zeus Running Collection] Marketing Goal. Drive $200,000 in sales for the new Zeus running collection within the first 4 months of launch day. Target Audience.
You need to have a solid understanding of your target audience before integrating your marketing efforts. Example: If your target audience is executives that spend a lot of time on LinkedIn, focus your social media strategy around placing branded content on LinkedIn. 5. Differentiate with creative content.
SWOT Analysis Template: Determine your product's strengths, weaknesses, opportunities and weaknesses, as well as conduct market research on the competition. Sales Plan Template: Outline and communicate sales strategy to stakeholders. Collaborate with your template across each department to complete these templates.
Business.com Small Business Marketing Plan Template. Technology Plan Examples. CoSchedule Marketing Strategy Template. Evernote Marketing Plan Template. Red Rocks Community College, Small Bakery Marketing Plan. Dream Team Marketing Plan Example. Contently Content Strategy Waterfall Example.
Welcome to Laurier Library's Marketing Plan Assignment course guide for BU 352. This guide provides information sources to help you research and analyze each section of the Marketing Plan assignment: Market Trend Analysis, Environmental Analysis, Competitive Analysis, Segmentation Analysis and Consumer Buying Behaviour, and Financial Analysis.
There are 4 modules in this course. Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which ...
Marketing Plan. I. Company Overview. A. Company Overview and Background - Established in 1977 in California, Apple Inc. is a global designer, manufacturer and marketer of mobile communication and media devices, personal computers, and portable digital music players. Apple is the largest IT company in the world by revenue and total assets and the second-largest mobile phone manufacturer.
To promote McCafé, we have figure out the action plan by using the marketing strategy that we have choose for our 6-month timeline as our indicator. The table below shoe the relationship between objective, marketing strategy and the action plan. Objective Marketing strategy Action plan. Increase McCafé profit at 10% after 6 months' promotion.
Branding and messaging. Brand guidelines are a critical component of any strategic marketing plan. Make sure to include: Your brand style guide, including visual identity components like your logo, colors and fonts. Messaging guidelines that cover the dos and don'ts of how you write about your brand.
Edit and Download. Remember to create SMART goals for your marketing plan and strategy. SMART goals are Specific, Measurable, Attainable, Relevant and Time-Bound. In the template above, notice how the target is defined as a percentage. You can also add a deadline to your marketing goal to make it time-bound.
In general, a marketing plan serves several purposes: Streamline and organize marketing efforts. Guide businesses and their marketing teams through a sequence of marketing activities. Determine how to measure a campaign's success. Effectively allocate the marketing campaign budget.
The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments. When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2.
4.23: Assignment- Marketing Plan, Part I. Page ID. Lumen Learning. Lumen Learning. Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below.
A marketing plan includes analysis of the target audience, the competitors, and the market so that teams can determine the best strategy for achieving their goals. The plan's length and detail depend on the company's size and the scope of the marketing project. A marketing plan is useful for all types of marketing, including digital, social media, new product, small business, B2C, and B2B.
Using the Marketing Plan Template that you downloaded in the first assignment and saved under a specific file name, complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. ... Total points possible for Marketing Plan, Part 1 ...
Here are the only 14 steps you'll ever need to know when planning to tackle a Professional Marketing Qualification Assignment. Some of these steps you may want to change in terms of sequence, but make sure you cover each one in whatever sequence you feel fits you best.1. Read the assignment in full 2. Consider the marking 3. Choose an Organisation 4. Make a timeline 5. Understand the syllabus ...
Provide line-by-line budget details for individual activities and related metrics to determine their success. Example: Our marketing budget for the year is $100,000, which will be spread over the following marketing activities. 7. Summarize your overall objectives and any related strategies.