NOVEMBER 2021/MKT5023
MARKETING PLAN
COURSE : Marketing Management
COURSE CODE : MKT5023
SUBMISSION DATE : 06 MARCH 2022
INSTRUCTIONS TO CANDIDATES:
1. This assignment covers Topic 5 to 10 (CO3), which allocates 35% of the total
marks.
2. The purpose of this assignment is to develop and design a marketing plan for a
specific product or service of a selected local company.
3. The number of group members can vary from 4 to 5 students.
4. This assignment will be graded based on both group presentation (10%) and
individual written report (25%).
5. You need to prepare a report of 2,500-3,000 words regarding the above
requirement.
6. Each group are required to make a video presentation. The duration should not be
more than 20 minutes.
7. The general format of the written report is as follows.
Cover page based on ISO format
Font size: 12
Font: Arial/Times New Roman
Justify
APA referencing
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NOVEMBER 2021/MKT5023
8. You must submit your assignment ONLINE through LMS (Learning Management
System) before 06 MARCH 2022
The outline of your written report
I. Executive summary
II. Introduction
III. Strategy focus and plan
IV. SWOT analysis
V. Market Strategy
A. Product Strategy
B. Distribution (Place) Strategy
C. Promotion Strategy
D. Pricing Strategy
VI. Conclusion
Marks will be deducted if plagiarism is detected. Below is the marking guideline:
No. % Similarity Group % Marks Deduction
1 0 - 30 0
2 30.01 - 50 10
3 50.01 - 70 20
4 70.01 - 100 100
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NOVEMBER 2021/MKT5023
RUBRIC FOR MARKETING PLAN REPORT
Range of Score
No. Criteria Very Poor Poor Fair Average Good Excellent Marks
Executive summary 0 1 2 3 4 5
- Description of what is in
the marketing plan.
- Describes the main points
of each section.
1 Introduction of the company 0 1 2 3 4 5
Introduction covers any three of
the following:
- the name and background
of the company,
- a clear and sufficient
products and service,
- reason for choosing the
-
The objective of the assignment
2 SWOT Analysis 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
- A detail description and
discussion of SWOT analysis
which relates to the
product/company
No. Criteria Very Poor Poor Fair Average Good Excellent Marks
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NOVEMBER 2021/MKT5023
3 Strategy focus and plan 0 1 2 3 4 5
This part should include
-
statement and values - Clear
and measurable marketing
objectives for its product is
given. - The target market and
positioning are included in the
paragraph
4 Marketing strategy - Product - 0 1 2 3 4 5 6 7 8 9 10
A detailed description of the
product strategy to achieve the
marketing objective
- What the product has to offer
such as features, positioning,
quality, packaging, differentiation,
and service
5 Marketing strategy - 0 1 2 3 4 5 6 7 8 9 10
Distribution
A detailed description of the
distribution (place) strategy to
achieve the marketing objective
- Distribution of the product
- Distribution intensity
- Type of channel/medium
No. Criteria Very Poor Poor Fair Average Good Excellent Marks
4
NOVEMBER 2021/MKT5023
6 Marketing strategy - Promotion 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
- A detailed description of the
promotion strategy in order to
achieve the marketing objective
- Information regarding
advertising, sales promotion,
personal selling, direct/digital
marketing, and public relation
7 Marketing strategy - Price A 0 1 2 3 4 5 6 7 8 9 10
detailed description of the pricing
strategy in order to achieve the
marketing objective What pricing
methods will be used, and what
pricing strategies will be used
8 Conclusion/Summary 0 1 2 3 4 5
- Most of the key points of the
assignment were summarized.
9 Essay format such as cover 0 1 2 3 4 5
page, table of content, page
numbering and APA format
referencing
10 Grammar, Usage, Mechanics 0 1 2 3 4 5
spelling, punctuation,
capitalization, grammar and
sentence structure)
Total
Total Marks - /100 0
Total Marks - /25 0
5
NOVEMBER 2021/MKT5023
RUBRIC FOR PRESENTATION
No. Criteria Very Poor Poor Fair Average Good Excellent
The presenter(s) is (are) well dressed for the
1 0 1 2 3 4 5 6 7 8 9 10
presentation.
2 The purpose of presentation is clearly communicated. 0 1 2 3 4 5 6 7 8 9 10
3 Organized and easy to follow 0 1 2 3 4 5 6 7 8 9 10
4 Presenter has a good understanding of topic 0 1 2 3 4 5 6 7 8 9 10
Presentation is completely prepared and has obviously
5 0 1 2 3 4 5 6 7 8 9 10
rehearsed.
6 Presenter speaks clearly and effectively. 0 1 2 3 4 5 6 7 8 9 10
7 Time for presentation used effectively. 0 1 2 3 4 5 6 7 8 9 10
Enthusiasm - Presentation delivery generates a strong
8 0 1 2 3 4 5 6 7 8 9 10
interest and enthusiasm about the topic to others.
Props - Presenter uses props that show considerable
9 0 1 2 3 4 5 6 7 8 9 10
work/ creativity and enhance the presentation
10 Impressive presentation slide 0 1 2 3 4 5 6 7 8 9 10
Total Marks: /100
