Individual Marketing Plan Assignment 2 MN2305
Assignment 2 MN2305
Report style 1,500 – 2,000 words
Use accurate and frequent Harvard style in text referencing, double line spacing
Deep research will be evidenced by a substantive bibliography (2-3 pages)
Use of relevant marketing literature, industry sources and original and customised illustrations are expected
Deep research using academic, media and company sources is expected
You should be demonstrating a strong understanding of marketing learnt during this terms lectures, seminars and beyond class personal consolidation and wider reading
This is hard & requires time
From the industry you selected for the first assignment, identify a real company, product or brand of your choosing
Ideally your choice will be in trouble or experiencing a period of change
Develop a marketing plan
Wide use of relevant theory and company examples is required
Cover student ID only (not name);
An accurate word count
A short introduction/executive summary
Unusually, a conclusion is NOT required
Dealing with ambiguity is a skill that can develop with experience (good and bad !)
There are no good/better/best options
You should pick a company/product/brand that is researchable in English
Choosing an interesting option will help fuel efforts and boost your motivation to work hard
Review guidance on analysis
Use expert opinion and data as evidence
Include some evaluation of different stakeholder perspectives
Academic writing style
You MUST not borrow/copy industry analysis from the first assignment. It would be duplication or plagiarism.
You should instead develop an augmented, original summary industry analysis. This should be presented in a graphical/visual format.
A key task is identifying and synthesizing an integrated marketing plan framework. Please do not ask for headings, you need to establish these.
This assignment invites consideration of ONE company. How does this business compare with the industry you now have a solid understanding of ?
Is the business model canvass useful here ? What other analytical frameworks might you use ?