MKTG1025 Marketing PrinciplesAssessment Answers

Assessment 3: Marketing Plan

Overview

The marketing plan is an individual assessment in which you will apply the market segments you developed in Assessment 2 to develop strategies and action plans to achieve brand objectives. These strategies and action plans revolve around the marketing mix (4P). You will also specify a control program to monitor the performance of your proposed action plan and develop a communication program that includes developing a communication campaign involving several media types and actual visuals.

Assessment criteria

This assessment will measure your ability to:

• Design a marketing strategy and tactical plan for a brand using the marketing mix (4Ps) framework
• Develop a visual demonstration of the communication section of the plan
• Devise an action plan (schedule) for marketing initiatives
• Develop metrics to monitor and evaluate marketing initiatives