Marketing Plan

the post has two assignments

1: Individual Reflective Log

1) Reflective Log (1000 words) to consider the learning outcomes and skills development opportunities presented by the project. To consider the additional skills now developed and how this has impacted upon potential employability skills and how and where such opportunities were missed.
2) A critical debate on ‘Value and the Client’ (1000 words), from the perspective of the actual client organisation and how this has fitted with value measurement tools and techniques discussed in the Value elements of the Unit. As a minimum it would be expected to include a demonstration of understanding of financial value measurement tools and techniques, social and environmental definitions and techniques. There is an extensive guide to this on Moodle, please take advantage of it. This is not related to the ‘Value’ of your project, rather the meaning of ‘value’ from the clients perspective.

7.4 Coursework 3: Observed Performance (15%)
Will be compiled from Tutor Feedback, Attendance, Presentation Feedback sheets and Client Feedback Sheets and used holistically in assessing Coursework 1 & 2. In order to score highly on this the group will need to keep the tutor appraised of progress and development, maintain project documentation and develop a valid and effective solution/artefact. This is NOT a ‘pass/fail’ element.
7.5 Submission
Coursework 1 & 2 will need to be submitted in paper format to the undergraduate centre by the specified deadlines and supported by associated shared drive evidence. The cover sheet requirements supplied via MOODLE MUST BE USED on the versions submitted to the Under Graduate Centre. Coursework without this will not be accepted.
Credit will be given for additional media techniques used to add value to the project however it does not remove the need for the printed artefacts.
Presentations will be commented upon at the due time and feedback recorded for consideration with the observed performance.
Some elements of the Group Portfolio will need a version approved by the Tutor and Client by a given date. These can be submitted and acknowledged by the Tutor and recorded however as most will be dynamic in nature, they will not require formal submission. Failure to obtain approval for documents by the required time for reasons other than Client or Tutor availability (documented) will be considered a late submission and may lead to a 40% cap being placed on the Group Portfolio.
7.6 Non Submission
Failure to submit the assessment on the stipulated due date will be treated in accordance with the University Guidelines. U21774 Unit Guide Business Enterprise
Page 19 of 27 Ver. 3.0

7.7 Feedback
A key element of the Business Enterprise Unit is formative feedback. For hard copy submissions (Courseworks 1 & 2) this will follow the University Standards and be written feedback with the returned coursework. Of significant value is the role of verbal and email feedback (feed-forward) from Tutors during the stage activities, many of these are designed as skills creating and practice and the feedback can enable one to try alternative ideas and receive an impartial commentary on, for example, presentation skills or analysis techniques.
Given the group related nature of elements of this unit and inclusion of peer assessment and differential marking options it does make the marking process more complicated than traditional units. All efforts will be made to ensure feedback is provided in a timely manner (20 working days from submission) however in certain situations this may not be possible.
Additional on line activities and Seminar Sessions also encourage peer feedback and review, it is critical that if feedback is offered, it is made in an impartial and constructive way with no abusive or discriminatory element. Before making feedback, imagine how you would feel to receive it in that format.
7.8 Plagiarism
This unit contains a variety of deliverable types as well as those with a business and those with an academic audience.
For clarity, group work requires cooperative and joint effort and sharing of rewards. The issue of plagiarism may manifest itself in copying works or materials from the literature or other student groups in whole or part. In this unit, business focused documents do not require Harvard APA type referencing however it is expected that the sources of models etc are acknowledged, perhaps in an Appendix.
For Management and Project Documents, again, Harvard APA is not required.
For findings and sections supporting the above which evaluate and apply models and analysis, it is expected that Harvard APA referencing will be used.
Individual Reflections must be referenced fully using Harvard APA to theory and articles and be reflection based on the personal perspective of the project and the group work.
7.9 Referral/Failure

8.2 Coursework 2:
This coursework element consists of 2 key areas, a 1000 word reflection on the process and experiences with a focus on skills and development/learning and a 1000 word reflection based on the Value Debate. Both these sections can be written in the first person as both are centred on the student’s perception and experience. It is important to note that you do not have to leave this coursework until the end of the project, you may encounter such experiences during the bid stage, project stage or elsewhere.
The Reflective log is to demonstrate a thinking and learning approach has been adopted during the experiences gained during the project and offering a vehicle to reflect on activities, behaviours and decisions taken, and whether this was the best, on reflect could have been improved and if the same would be done again. While a difficult skill to master, reflection is a key skill in many fields of practice allowing self appraisal, direction and development. Some useful questions to ask ones self while undertaking reflective writing on this project will include (but not limited to):
• What reading did you do about the academic methods applied in this project? References will be expected on relevant methods taught in semester one or two of this unit, or from other relevant units of your degree, that you applied in your work project.
• How useful did you find the academic methods? What was applicable, and what not? Critique is expected.
• How did you approach the task? How did you structure the work? Was this the right approach or could you do it better?
• What decisions did you make about accepting or rejecting information and why?
• How would you tackle this better/differently the next time, i.e. how would you revise your evaluation of materials in the light of what you have learned?
• What did you find out that surprised you or challenged your preconceptions?
• What did you fail to discover, and how would you tackle this in the future?
• Did you find the group dynamics as you imagined they would be at the start of the project?
• In what way were you resource or time constrained?
• What more could be done to fully research this area?
• What have you learned about yourself? Will this affect what career you chose?
• What do you plan to do in the next 12 months as first steps towards this career?

The Value debate will centre around how value is measured and precisely what the ‘client’ ‘values’, the client being defined as both the entity involved (e.g. the company) and the individual representing the organisation. You can debate whether the measures are all financial, reputational, growth, market, efficiency, social or developmental in nature…and are the stated values in tune with your experience of dealing with the organisation.
The markings scheme for Coursework 2 is: Individual Portfolio
0-19% Individual Reflective Log: Little evidence of reflection on the process, the material, the client activity or learning objectives.
Value Debate: No attempt to understand value or its impact, measures or use in the project beyond a narrow definitional attempt and narrative.

20-29% Individual Reflective Log: A narrative of the project and some commentary on the group and client. Little in terms of self awareness or development needs or opportunities.
Value Debate: Some broader definitions of value and a generic view of value in relation to a generic business context. Some financial measures of value offered.
30-39% Individual Reflective Log: Some elements of reflection and self awareness and development needs/processes.
Value Debate: A weak discussion of views of value and how it may be defined. Some details on how ‘value’ can and is measured however no discussion on the effectiveness of this.
40 – 49% Individual Reflective Log: A structured reflection and limited identification of learning/development opportunities. No specific examples of issues or relation to the literature, a single perspective view.
Value Debate: A discussion of views of value and how it may be defined including a range of definitions however a weak relation to the client organisation. A mention of one or two tools or techniques in value measurement.
50-59% Individual Reflective Log: A well structured reflection on the process and some examples discussed on how this has presented an opportunity for learning or improvement. Limited use of academic materials to inform findings. Introduction of issues of group work and the group as well as individual performance.
Value Debate: A range of views on ‘value’ and a tie to the specific client experience. Some discussion on the tools and measures to measure and evaluate this.

60-69% Individual Reflective Log: A fluent and wider appraisal of the process and some highlighted developmental opportunities and needs and a view of how these can be achieved. A view on the group dynamics and client/group issues that may have arisen and how the structure, communication etc could have eased or avoided any issues.
Value Debate: A wider view on value and how this fits with traditional and alternative business structures. A more in depth debate of measures set in examples worked through covering both financial value, alternative measurements and tools designed to respect alternative and competing value measurements (e.g. balanced scorecard)
70 – 79% Individual Reflective Log: A solid reflection and development awareness based on the process. A discussion on the differences of the group, self and client roles and interfaces perhaps with reference to advanced concepts and theories. A review of decisions taken and a judgement/evaluation of those key points and whether they could have been improved upon.

Value Debate: As above but to include critique and development of the models and their applications
80%+ Individual Reflective Log: A comprehensive and fluently written reflection and critique of the process and highlighting differences between the academic exercise and whether this is comparable to likely professional settings. Awareness demonstrated on the impact of issue such as social loafing or disengagement can have on the individual and group dynamics.
Value Debate: As above but with a contemporary view on current affairs impacting on this area, a greater level of critique and highlighting the key strengths and weaknesses of various measures and citing examples of good and poor practice.

2:Strategic Marketing Planning

A review of the strategy pursued while your team was in charge of marketing at your Simbrand company, followed by a forward plan for the next five years.

Briefly describe the market environment and how it has changed over time.
Identify key changes and explain their significance.

Explain how the market segments vary one from another and over time.

Explain your targeting strategy.

How many products did you have and why? How did you position your products?

What did you do about other elements of the marketing mix?

How did you monitor market spend against sales and profitability?

Rather than a descriptive blow-by-blow account of what you did, I am looking for a clear analysis of the market and your actions. Thus you should review key factors in the market; key decisions made and focus on how and why rather than what and when. The review should be followed by a proposal for the broad strategy to be followed from year 9 onwards.

Marketing Planning