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Overview

Assessment 3 is an individual assessment.

The Marketing Plan – Part B Report is an individual assessment in which you will use the analysis conducted in your Group Assessment 2 (Marketing Plan – Part A) to develop target markets, strategies and an action plan to achieve brand objectives for the new line extension in Singapore.

These strategies and action plan revolve around the 4P’s (marketing mix). You will also specify an action program to monitor performance of your proposed action plan. You will develop a communication campaign involving several media types and supporting visuals.

Assessment criteria

This assessment will measure your ability to:

Design a marketing strategy and tactical plan for a brand (new line extension) 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

Course learning outcomes

CLO1 Examine the underlying philosophy of the marketing concept, its role as a business function and its relationship with other business functions.

CLO2 Identify and analyse the impact of key trends in the external and internal environments on the marketing-related activities of organisations.

CLO3 Analyse the marketing process and determine how various elements of the marketing mix work together to put the right product in the right place in a professional context.

CLO4 Develop effective marketing strategies to achieve organisational objectives.

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