7022CL Assignment 2, 2026

End of Module Assessment – Individual Marketing Plan (60%)

A marketing plan is a business document written for the purpose of explaining the current market position of a business and its marketing strategy for the period covered by the marketing plan. Marketing plans usually cover a period of one to five years. The assessment will require all students to write an individual marketing plan covering a period of one year. The purpose of a coursework 2 is to clearly exhibit the steps or actions that have been taken to achieve the planned goals. For example, a marketing plan might have a strategy to increase the organization’s market share by ten percent. The plan would then outline the strategy and steps that need to be achieved in order to reach a ten percent increase in market share.

Marketing Plan for an existing company in your chosen subject area

As the final assignment for this module, you are required to write a Marketing Plan assessing the CURRENT marketing strategies of an existing company in your subject area from the list below. You should evaluate ONE company of your choice; however every individual’s brand selection has to differ and assess this company in Singapore

You will be evaluating:

S- Situational analysis (assessing the current macro and micro environment-external/ Internal analysis )

O- Objectives (At least 2 SMART objectives). These objectives will derive from the TOWS analysis/company website etc.

S – Strategy (assessing the current strategies & recommend new strategies which relate to the SMART objectives)

T – Tactics Application of 4p/7Ps (assessing the current & recommend new tactics in relation to the strategies)

A – Action (Please use a Gantt chart to help explain the actions as part of the tactical plans) (INCLUDES A DETAILED 1 YEAR MARKETING BUDGET)

C- Control (You can either investigate what the company is currently doing or make suggestions via further reading.) ( state the company’s KPI’s in conjunction with the objectives set & list out the control and measurement methods that you will deploy)

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M003 – Coursework 2 Structure

Executive summary – limit to one page providing complete converge of each

section of your plan. The reader should be able to have a basic understanding of all

aspects of your plan. The summary assists the reader in understanding your plan.

Contents page – it includes all sections and sub-sections, it should also include the

list of figures and tables

Introduction – intro in to the marketing plan

Main body of Work – it should contain the following stages

STAGE 1

Situational analysis – The situation analysis should provide an overview of your

organization/market offering (product or service) by addressing internal and external

factors impacting the business.

The situation analysis can be organized into three sections:

Market Analysis
Competitor Analysis
Company Analyses

With key models (TOWS, PESTEL, value chain/ VRIO, PLC etc.) and marketing concepts applied.

Tables can be used, but a critical discussion of the most important elements which directly influence the objectives, strategy and implementation must be critically discussed. This can be a paragraph under tables such as PESTEL or TOWS/ PORTER’s five forces. Problems may result from internal resource limitations, environmental trends, or competitor actions. They may influence the whole industry or just your company. Some may be solvable while others may not be. Opportunities can often result from environmental trends or a mistake by your competitors. It may be useful to consider where the product is located in the product life cycle.

STP– Helps brings to life who your existing customers are and what their motivations are. Additional concepts such as brand personality, perceptual map, USP can be used to help explain “positioning”.

STAGE 2

Objectives– Your marketing planning framework should focus on the Objective/s of

your strategy. Stage 1 looked at the situation analysis which provided an overview

for your organization, specifically: addressing internal and external factors impacting

your business. Typical objectives include sales, profits, market share, advertising awareness, etc.

Objectives are outcomes and cannot be directly controlled. For example, to spend four million pounds on advertising is a planned action. Advertising spending can have several measurable outcomes or objectives; aided and unaided recall, change in product positioning, or sales. Be careful not to state planned actions as objectives.

To help create your objectives, I recommend using measurable and realistic goals to

achieve the marketing strategy, focusing on ensuring you make each objective

SMART.

You are required to devise smart objectives, these will derive from either:

a) existing objectives that may be found on a company’s website
b) objectives can also derive from the TOWS analysis

Each objective will have its own strategy and implementation/tactic.

STAGE 3

Strategy – Strategy means how you plan to get there in terms of fulfilling the objectives set.

A marketing strategy is a broad directional statement that describes how marketing objectives will be accomplished. Within our marketing plan, the marketing strategies represent a first overview of various marketing tools and how they will be used to achieve the marketing objectives. While marketing objectives are specific, quantifiable, and measurable, marketing strategies are descriptive

In other words, you are expected to apply marketing strategic frameworks here! Such

as Ansoff matrix, brand extension, line extension etc…

Remember you will need a:

Strategy TO ACCOMPLISH objectives

STAGE 4

Implementation or Tactics – Tactics cover the specific tools of the marketing mix (4p/7p’s) that you plan to use to realize the objectives of your marketing plan. This section of a marketing plan relates to putting the strategy into action (step by step) you would be going into a lot more detail for each tactic.

To help achieve the objectives above, use the 7p’s of the Marketing Mix to focus on the key attributes to be considered by Company X in order to meet your objectives. As stated each objective has its own Strategy. Therefore, the implementation section goes into critical explanation and justification of the step by step action of each strategy by using the relevant attributes of the marketing mix.

STAGE 5

Action – focused on how to bring your plan to life, to make actionable measures. The action section covers what needs to be achieved for each of the tactics listed in the previous section of the SOSTAC plan to realize the objectives of your marketing plan.

List out 1 year marketing ACTION PLAN Gantt Chart & Marketing Budget

STAGE 6

Control – The final stage is to layout how you plan to monitor and measure your performance based on the objectives set at stage 2. The tactics have been considered and your control section is providing you with a series of dashboards tailored for each tactic. Look to set the KPI’s per tactic that tie back into the objectives set and set up a weekly/monthly set of monitoring dashboards to ensure you are on track to meet the objectives set.

Conclusion – it should be the summary of your key findings and recommendations.

References – Make sure you follow the CU Harvard Style.

Layout

Your work should be word processed in accordance with the following:

Font style, Arial or Times New Roman, font size 12
1.5 line spacing.
The page orientation should be ‘portrait’
Margins on both sides of the page should be no less than 2.5 cm
Pages should be numbered
Your name [should/should not – delete as required] appear on the script.
Your student number should be included on every page.

Skills Advice

Refer to your material provided in your skills modules to make sure that you have conformed to academic conventions. Pay particular attention to:

Your introduction
Your conclusion
The use of headings and/or signpost words
Paragraph structure

Evaluate ONE company of choice . Your marketing plan should be based on one particular geographic area (e.g Singapore) Singapore focused. This plan should identify the current ways the company is generating value for stakeholders in the chosen geographic area and some influence regionally.

The marketing plan should follow the SOSTAC model. It is vital that all students read and understand the marking rubric.

Please select a company in your subject area and one market offering (product/service) from the company’s product portfolio.

This assignment should be presented in a standard marketing plan format of between – 4,000 to 4500 words and submitted via Black Board

Resourse

Week 1 M003LON introduction to marketing 2021 NOV.pdf

Week 2 M003 LECTURE-Copy.pdf

Week 3 M003 LECTURE-Copy.pdf

Week 4 M003 Lecture-Copy.pdf

Week 5 M003 LECTURE-Copy.pdf

Week 9 – M003LON Product and pricing strategies.pdf

Week 10 – M003LON Communicating values.pdf

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PSB7022CL Marking Rubric

7022CL, MGA CW2 Rubric 60%		0 Fail	2 (1-29) Fail	3 (30-39) Fail	4 (40-49) 3rd	5 (50-59) 2:2	6 (60-69) 2:1	7 (70-79) 1st	8 (80-89) 1st	9 (90-99) 1st	10 (100) 1st
Grade Descriptors (Right) Lerning Outcomes, Learning Pillars, Criterion Description and Expectations (Below)	100%	No attempt, No submission, Absent	Unsatisfactory, Poor, Weak	Incomplete, Inadequate, Limited	Acceptable, Basic, Satisfactory	Appropriate, Fair, Reasonable	Commendable, Competent, Effective	Strong, Proficient, Very good	Articulated, Excellent, Highly impressive	Superb, Outstanding, Original	Extraordinary, Perfect, Publishable
LO1,2,5,7: Independent lines of argument supported by evidence, presenting key trends relating to the topic of the assignment presenting key trends relating to the topic of the assignment – Executive Summary. Degree to which the executive summary explains the key themes and outcomes of the marketing plan. The completeness and clarity of the organisation, background and context being reported. The executive summary contains subsections that correspond with the marketing plan subsections. These may include product description, management, market analysis, competitive analysis, product development, operations, goals and marketing strategies.	5%	As per grade descriptor	Weak examination and coverage of trends relating to the assigned topic. Little background offered by the report.	Limited examination and coverage of trends relating to the assigned topic. The scope of the background offered by the report is not adequate.	Basic examination and coverage of trends relating to the assigned topic. The report shows basic information to define the intended direction (for the plan).	Sound examination and coverage of trends relating to the assigned topic. The report shows a range of information supporting the intended direction (for the plan).	Competent examination and coverage of trends relating to the assigned topic. The report shows a logical selection of information to support the intended direction (for the plan).	Very good examination and coverage of trends relating to the assigned topic. The report selects, presents and discusses relevant information to support the intended direction (for the plan).	Excellent examination and coverage of trends relating to the assigned topic. The report selects, presents and discusses both empirical and theoretical information to support the intended direction (for the plan).	Original, examination and coverage of trends relating to the assigned topic. The report selects, defines and reflects upon relevant empirical and theoretical information to support the intended direction (for the plan).	Impeccable examination and coverage of trends relating to the assigned topic. The report synthesis relevant empirical and theoretical information to support the intended direction (for the plan) in a logical manner throughout.
LO1,2,3,4,5,7: Knowledge and Understanding: Situation Analysis – Demonstrating and evidencing understanding of macro‐, micro‐ and internal environments – This is supported and evidenced with the literature review: relevance and completeness (content). Quality of presentation on rationale for literature approach selected, its relevance and limitations in the context of this research (marketing plan), showing a balance of sources. Cognitive (thinking) Skills: Literature review: data analysis – Quality of analysis of the selected literature and the conclusions drawn from it.	15%	As per grade descriptor	Unsatisfactory analysis of macro‐, micro‐ or internal environments. This might be manifesting through the absence of two (out of three) stages and / or the lack of depth and referencing (of frameworks as well as empirical evidence) across the board.	Partial analysis of macro‐, micro‐ or internal environments. This might be manifesting through the absence of one (out of three) stages and / or the lack of depth and referencing (of frameworks as well as empirical evidence) with regards to the material displayed.	Passable analysis of macro‐, micro‐ or internal environments. All three stages must have been considered, perhaps not with enough rigour and / or depth throughout. Both theoretical frameworks and empirical evidence are fairly clearly defined and referenced.	Fair analysis of macro‐ , micro‐ or internal environments. All three stages must have been completed, perhaps with some gaps in terms of scope and depth. Both theoretical frameworks and empirical evidence are clearly defined and referenced throughout.	Effective analysis of macro‐, micro‐ or internal environments. All three stages must have been dealt with in full without any major gaps in terms of scope and depth. Both theoretical frameworks and empirical evidence are fully defined and referenced throughout.	Proficient analysis of macro‐, micro‐ or internal environments. The three stages must have been integrated in a compelling SWOT/TOWS analysis. There can be no gaps in terms of scope and depth. Both theoretical frameworks and empirical evidence are reflected upon well.	Impressive analysis of macro‐, micro‐ or internal environments. The three stages must have been integrated in a compelling SWOT/TOWS analysis. The scope and the depth of theoretical frameworks and empirical evidence are allowing for a critical discussion to take place throughout this section.	Outstanding analysis of macro‐, micro‐ or internal environments. The three stages must have been integrated in a compelling SWOT/TOWS analysis. The scope and the depth of theoretical frameworks and empirical evidence are allowing for a critical discussion leading to sound options for marketing strategy.	Perfect analysis of macro‐, micro‐ or internal environments. The three stages must have been integrated in an accurate SWOT/TOWS analysis. The scope and the depth of theoretical frameworks and empirical evidence are allowing for a detailed critical discussion leading to extensive options for marketing strategy.
LO1,2,3,4,5,7: Knowledge and Understanding: Segmentation, Targeting and Positioning (STP) – demonstrate the STP process highlighting links between an overall market and how a company chooses to compete in that market. Segmentation refers to the process of splitting a market into smaller groups with similar product needs or identifiable characteristics, for the purpose of selecting appropriate target markets. Targeting refers to selection of a suitable market segment (or segments) with the intention of heavily focusing the firm’s marketing offers and activities towards this group of related consumers. Positioning is the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products. Clarifying and supporting marketing intentions including a suitable value proposition – the promise that the organisation gives to a customer that assures them that they will deliver value to them. It is a statement that explains the benefit that the organisation has to offer.	10%	As per grade descriptor	Poor effort in terms of how the report articulates the chosen marketing strategy into value adding components. Segmentation, targeting and positioning aren’t clearly defined and discussed; there is an overall lack of a useful proposition.	Inadequate effort in terms of how the report articulates the chosen marketing strategy into value adding components. Segmentation, targeting and positioning are defined in basic terms and not discussed in an acceptable level of detail; there is still no overall proposition on display.	Sufficient effort in terms of how the report articulates the chosen marketing strategy into value adding components. Segmentation, targeting and positioning are defined in basic terms and discussed in an acceptable level of detail; though there is a slightly confusing overall proposition on display.	Fair effort in terms of how the report articulates the chosen marketing strategy into value adding components. Segmentation, targeting and positioning are clearly defined and discussed in an acceptable level of detail; there is an overall proposition on display.	Competent effort in terms of how the report articulates the chosen marketing strategy into value adding components. Segmentation, targeting and positioning are well defined and discussed in a good level of detail; the overall proposition is logically explained in context.	Strong effort in terms of how the report articulates the chosen marketing strategy into value adding components. Segmentation, targeting and positioning are fully defined and discussed in a very good level of detail; the overall proposition is critically explained in context.	Articulate effort in terms of how the report articulates the chosen marketing strategy into value adding components. Segmentation, targeting and positioning are minutely defined and discussed in much detail; the overall proposition is critically supported in context.	Outstanding effort in terms of how the report articulates the chosen marketing strategy into value adding components. Segmentation, targeting and positioning are minutely defined and discussed in much detail. Theory and data are fully integrated into the overall proposition and in line with the ongoing rationale.	Impeccable effort in terms of how the report articulates the chosen marketing strategy into value adding components. Segmentation, targeting and positioning are impressively well defined and discussed in much detail. Theory and data are logically integrated into the overall proposition and in line with the ongoing rationale.
LO1,2,3,4,5,7: Knowledge and Understanding: Objectives – identifying specific marketing objectives. Apply the widely used SMART mnemonic to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes. Marketing Strategy explaining use of information and knowledge in order to set and achieve the stated objectives – The Marketing strategy needs to demonstrate a comprehensive plan for achieving the marketing objectives of the organisation. It provides a blueprint for attaining the marketing objectives. It is the building block of a marketing plan.	20%	As per grade descriptor	Weak justification for the marketing strategy selection and its breakdown into suitable objectives. The report barely uses the information and / or the knowledge available (from previous sections).	Incomplete justification for the marketing strategy selection and its breakdown into suitable objectives. The report tries using the information and / or the knowledge available (from previous sections) without shedding much light on the above‐mentioned areas.	Acceptable justification for the marketing strategy selection and its breakdown into suitable objectives. The report makes some use of using the information and / or the knowledge available (from previous sections), yet it does leave some gaps regarding the above‐mentioned areas.	Reasonable justification for the marketing strategy selection and its breakdown into suitable objectives. The report uses the information and / or the knowledge available (from previous sections) consistently, yet it might still leave some minor gaps regarding the above‐mentioned areas.	Competent justification for the marketing strategy selection and its breakdown into suitable objectives. The report makes good use of the information and the knowledge available (from previous sections) without leaving any gaps with regards to the abovementioned areas.	Commendable justification for the marketing strategy selection and its breakdown into suitable objectives. The report consistently makes good use of the information and the knowledge available (from previous sections). The connections between theory and data are logical.	Excellent justification for the marketing strategy selection and its breakdown into suitable objectives. The report makes excellent use of the information and the knowledge available (from previous sections). The connections between theory and data are logical and well integrated.	Superb justification for the marketing strategy selection and its breakdown into suitable objectives. The report consistently makes excellent use of the information and the knowledge available (from previous sections). The connections between theory and data are logical and well integrated into an appropriate rationale	Perfect justification for the marketing strategy selection and its breakdown into suitable objectives. The report makes full use of the information and the knowledge available (from previous sections) without any hesitation. The connections between theory and data are fully logical and extremely well integrated into a watertight rationale.
LO1,2,3,4,5,7 Cognitive (thinking) Skills: Marketing Programmes – Providing a rationale for the implementation of specific marketing activities in relation to the full marketing mix (7 Ps)completeness and manner of presentation of the tactics, the actions, the operational aspect of the strategy: what concrete actions need to be taken to meet the objectives. Analysis and presentation of primary research quality supporting the Marketing Programmes- quality assessment by pointing to analysis of existing marketing practices linking to the objectives and strategy.	20%	As per grade descriptor	Unsatisfactory justification for the implementation of programmes and / or techniques in relation to the marketing mix. The report is missing three or more Ps, and there is a general lack of detail.	Limited justification for the implementation of programmes and / or techniques in relation to the marketing mix. The report is missing two or more Ps, and there is a general lack of detail in theoretical and empirical terms.	Basic justification for the implementation of programmes and / or techniques in relation to the marketing mix. The report is still missing one of the Ps, and there is some lack of detail especially in empirical terms ‐ a partial use of theory is not going to be tolerated.	Fair justification for the implementation of programmes and / or techniques in relation to the marketing mix. The section is completed in all its parts (Ps); only a minor lack of detail is going to be tolerated.	Proper justification for the implementation of programmes and / or techniques in relation to the marketing mix. The section is completed in all its parts (Ps); no lack of detail is going to be tolerated. In short, a complete rationale must be provided that includes theoretical and empirical elements.	Proficient justification for the implementation of programmes and / or techniques in relation to the marketing mix. The section is completed in all its parts (Ps); an extensive rationale must be provided that includes well‐articulated theoretical and empirical arguments.	Excellent justification for the implementation of programmes and / or techniques in relation to the marketing mix. The section is completed in all its parts (Ps); a comprehensive rationale must be provided that includes several wellarticulated theoretical and empirical arguments	Exceptional justification for the implementation of programmes and / or techniques in relation to the marketing mix. The section is completed in all its parts (Ps); a fully comprehensive rationale must be provided that includes many well‐articulated theoretical and empirical arguments.	Faultless justification for the implementation of programmes and / or techniques in relation to the marketing mix. The section is completed in all its parts (Ps); an exhaustive rationale must be provided that includes theoretical and empirical arguments of the highest order.
LO1,2,3,54,5,7: Knowledge and Understanding Control and Evaluation implementing a series of appropriate measurements (metrics) at relevant points within the plan. The marketing objectives need to be measured. Successful goal setting requires placing KPIs and benchmarks on your plans. Assign numbers, deadlines, and metrics to each marketing objective to allow the company to evaluate progress along the way and assess results. Cognitive (thinking) Skills Completeness, relevance, appropriateness and applicability of the	20%	As per grade descriptor	Weak integration of (not necessarily SMART) selected metrics for the measurement of key objectives as set in the plan. These might also be relatively unrelated to the marketing strategy (and the marketing mix).	Incomplete integration of not necessarily SMART) selected metrics for the measurement of key objectives as set in the plan. These might in part be unrelated to the marketing strategy (and the marketing mix).	Sufficient integration of (SMART) selected metrics for the measurement of key objectives as set in the plan. These might still be unrelated to the marketing strategy, but must reflect the marketing mix.	Decent integration of (specifically SMART) selected metrics for the measurement of key objectives as set in the plan. These should for the most part be related to the marketing strategy and the marketing mix.	Accurate integration of (specifically SMART) selected metrics for the measurement of key objectives as set in the plan. These should be related to the marketing strategy and the marketing mix ‐ a few, but fully sensible ideas.	Well‐articulated integration of (specifically SMART) selected metrics for the measurement of key objectives as set in the plan. Some fully sensible ideas connected with both the marketing strategy and the marketing mix.	Impressive integration of (fully SMART) selected metrics for the measurement of key objectives as set in the plan. Several fully sensible concepts connected with both the marketing strategy and the marketing mix.	Superb integration of (fully SMART) selected metrics for the measurement of key objectives as set in the plan. Several wellarticulated concepts taking into account both the marketing strategy and the marketing mix.	Immaculate integration of (fully SMART) selected metrics for the measurement of key objectives as set in the plan. Many compelling concepts taking into account both the marketing strategy and the marketing mix.
LO6,7: Transferable Skills: Report presentation (5%) Quality, readability, coherence, completeness and overall impression of the report: presentation of references. Referencing and Citation (5%): Acknowledgement of sources used	10%	As per grade descriptor	Poor report presentation which requires stucture. Referencing and citations unsatisfactory.	Incomplete report which requires structure. Citation use limited in areas. Some questionable references.	Acceptable presentation but requires more stucture. Some citations missing. References rather basic.	Appropriate presentation and structure. Fair use of citations. Structured reference list.	Commendable report presentation structure and style. Competent use of citations. Structured reference list.	Strong report presentation structure and style. Very good use of citations and references.	Excellent report presentation structure and style, with highly Impressive use of citations and references.	Superb report presentation structure and style, with outstanding use of citations and wonderful reference list.	Publishable report presentation structure and style. Perfect use of citations and an extrodinary reference list.

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