Postgraduate Diploma in Marketing

Transcription

1 Postgraduate Diploma in Marketing Individual Assignment June 2019 Strategic Marketing Planning (SMP) Examination /Assignment Registration Period Examination / Assignment Registration Grace Period 01st to 28th April th to 30th of April 2019 Assignment Submission Period 06th to 12th May 2019 Late Submission Period 27th to 31st May 2019 Assignment Acceptance time period Weekend and Weekday from 9.00am to 3.00pm Presentation Date 22nd 24th June address to send soft copy smp.pgd@slim.lk 1

2 GUIDELINES ASSIGNMENT SUBMISSION: You are required to register for examinations / assignments within the above given period. Assignments will not be accepted if you have not registered for the exam/assignment. Assignments should be submitted to SLIM within the Assignment Submission Periods indicated above. Assignments will not be accepted after the late submission period under any circumstances. SLIM will issue an acknowledgement slip upon the submission of your assignment and it must be retained by the student as proof of submitting the assignment. ASSIGNMENT COVER PAGE: Attached cover page format should be used, printed in the relevant colour (Stage 1- Blue/Stage 2-Green/ Stage 3-Pink). THE ASSIGNMENT MARKING SHEET should be attached after the cover page followed by the Assignment checklist & declaration form. A SOFT COPY of your assignment should be sent to the above mentioned address for which you will receive an automated reply of receipt of the assignment. If you have not received the automated reply, please verify with course coordinator. The soft copy is only a reference document that will not be considered as an assignment submission. IMPORTANT NOTES If you have not submitted the assignment" your results for the respective subject will appear as Fail in the final grading. In case of absence at the examination, the student has to re-do the assignment in order to pass the subject in the next examination. If you are a student of an Accredited Study Centre, you can submit the assignment to the accredited study centre and presentation date and time will be notified to the centre once all assignments are received by SLIM Home and SLIM web site. Present university students are allowed to submit the assignment without attending lectures since they register as self-study students. However, they have to attend individual presentation sessions. Refer student deliverables indicated below for specific details about assignment submissions and presentations. 2

3 STRATEGIC MARKETING PLAN BACKGROUND The strategic marketing plan (SMP) can be considered as the main tool of a marketer, in developing a brand. The knowledge, attitude and skills you gather by formulating a SMP will be helpful in your marketing careers. YOUR TASK Assume that you are representing a marketing consultancy firm. One of your clients (an entity marketing a product/ service) has given you a consultancy assignment to develop a comprehensive marketing plan, for a brand (product/a category of products), for the year 2019/20. You need to submit a written marketing plan, and make an oral presentation on the same, to the board of directors of the client firm. Important: In your presentation, you need to add 03 slides at the beginning, to describe the terms; I. SMP II. Marketing Mix III. The necessity for Evaluation & Control. METHOD Select an entity where you can obtain internal and external data of its products, markets, competitors, customers etc. It should preferably be a medium/ large scale one, with the sales volume not less than Rs. 24 million per annum. Your arguments and forecast should be supported by relevant data/information and if possible it should be included to the appendix. You are allowed to make rational assumptions. (Please make sure to mention the assumptions, clearly) The provided SMP format has to be adhered. The page length of content stated therein could change as per the merits of the case. However, you may not deviate more or less than 15% of the given page length. The executive summary should be written after completing the SMP, and should describe the whole SMP in a nutshell (A special practical session will be held during classes to coach students on how to write an executive summary). Refrain from cutting and pasting information from websites or published reports. Analyze them, and write in your own words. Make sure to reference your work according to the Harvard referencing format. (A special session will be held during classes about the Harvard citation style) 3

4 TEACHING METHODOLOGY Lecture presentations: The theoretical knowledge and skills required in formulating a SMP would be imparted through interactive classroom lecture presentations. Group exercise: Students are required to review and present their comments on marketing plans that their peers had written in previous intakes. Active participation of the students will develop their listening, analytical, presentation and discussion skills. Collaborative Learning: Students will be facilitated to draft their marketing plan in collaboration with their peers within the class room setting. This will allow student to save time and complete the marketing plan within the deadlines. A SAMPLE FORMAT - THE STRATEGIC MARKETING PLAN 1. Executive Summary (Maximum 01 page) 2. Situational Analysis (Marketing Audit) The Company (Maximum 03 pages) Brief history, Current size, branches if any, the products and services that the company is offering, growth and profitability, resources and corporate culture etc. The product/products selected to write the marketing plan and a brief description of them on following elements : Revenue and revenue growth (last 05 years) Market share Distribution systems Pricing methods Promotional activities (in the last two years) Positioning and branding strategies etc. Customer Analysis (Maximum 02 pages) Description of the characteristics of target customers Factors influencing buyer behaviour Product/ service s buying decision process Market Analysis (Maximum 01 page) Industry s total sales, revenue and growth Market trend/s Opportunities and threats for the industry. 4

5 Competitor Analysis (Maximum 03 pages) List of competitors Possible new competitors, if any Describe following details of the top two players in the market (OR the two players who create the biggest impact on your brand). The products/ services offered Product life cycle and USP etc. Market share Distribution system/ pricing methods Positioning strategies/ branding and promotional activities (in the last 02 years) Mind share and heart share Technological leadership (if relevant) PESTEEL Analysis (Maximum 03 pages) SWOT Analysis (One A4 page) 3. Sales Forecast and Sales Objectives (Maximum 1 page) 4. Marketing Objectives (Maximum 1 page) 5. Marketing Strategies (Maximum 15 pages) Segmenting, Targeting and Positioning Overall marketing growth Strategies Marketing Mix Strategies (7ps) 6. Marketing Operations and Budgeting (Maximum 03 pages) Action plans to achieve set goals Marketing Budget 7. Monitoring and Evaluation (Maximum 02 pages) Illustration with graphics, plus a detailed explanation should be given. A maximum of 2 A4 pages can be used. 8. Appendix (Relevant data, research questionnaire, rate cards or any other material that would substantiate your arguments or information in the assignment) 5

6 GENERAL FORMAT TO BE USED 1. The report should be written in the third person format (please do not use word our my we when referring to the company) 2. All pages should be A4 sheets printed on one side 3. Font style: Times New Roman, should be Text justified 4. Font sizes: The text - 12 pt./ Main headings 14 pt. (Bold)/ Sub headings 12 pt. 5. Margins: Top and bottom 1 inch, on right 1 inch, on left 1.25 inch 6. Beginning of each para, 4 spaces indented 7. Line spacing: 1.5 lines 8. The report should be spiral bound 9. Language should be checked for spelling, grammar and contextual accuracy (Please read the Program Handbook for general guidelines in writing assignments) 6

7 ASSIGNMENT CHECKLIST & DECLARATION This document is intended as a guide to check and improve your assignment. Review your assignment together with the specific guidelines and criteria (marking schedule) that are mentioned in the programme handbook given to you. You are expected to confirm that your assignment fulfils the below requirements. Please tick ( ) in the cages as necessary. Student Name Registration No ( As per registration book ) Cover page with relevant colour code of the stage Stage 1 Blue Stage 2 Green Stage 3 Pink Assignment checklist & declaration form ( This sheet) Assignment marking scheme is attached Assignment sheet is attached Table of contents Body of the assignment References Course fee paid in full (coaching/registration/exam and membership) Exam registration completed Assignment ed to relevant address (You will receive an automated reply of receipt for the assignment. If you have not received the automated reply, please verify with course coordinator. The soft copy is only a reference document that will not be considered as an assignment submission) I m fully aware that any misleading information provided in the above checklist will lead to the rejection of my assignment. I, the undersigned, confirm that I have read and understood the statement about plagiarism which is outlined in the students handbook. I confirm that the work that I have submitted accompanying this report is wholly my own, and that any quotations or sections of text taken from the published or unpublished work of any other person is duly and fully acknowledged therein. Signature: 7 Date:

8 Assignment Marking Scheme June 2019 Subject Strategic Marketing Planning (SMP) Student Registration Number Criteria Allocated Aligning to the purpose of the assignment 20 Some of the answer addresses to the purpose of the question 1-5 This has addressed the purpose of the assignment 6-10 Has addressed the purpose of the assignment coherently This has addressed the purpose of assignment comprehensively Clarity of expression 20 An attempt to organize in a logical manner 1-5 Satisfactory showing of logical manner and organization 6-10 Shows higher level of Carefully and logically organized Shows coherent structure with clearly expressed ideas Using examples/evidences 20 Shows a little use of examples 1-5 Some use of examples. Some evaluation attempted 6-10 Some use of examples. Well evaluated Shows appropriate examples are fully and reliably evaluated Critical analysis of concepts, theories, conclusions 20 Demonstrates limited evidence of critical analysis 1-5 Demonstrates some critical analysis of relevant theory 6-10 Demonstrates application of theory through critical analysis Demonstrates application of critical analysis well integrated Following assignment guidelines 20 Limited follow-up of assignment guidelines 1-5 Some level of follow-up of assignment guidelines 6-10 Good display of adherence to assignment guidelines Excellent adherence to assignment guidelines Marks Awarded Special Remarks Total 100 Signature of the Examiner 8

9 STRATEGIC MARKETING PLANNING (SMP) Assignment Topic Student Name Reg. No. June 2019 Examination Postgraduate Diploma in Marketing Sri Lanka Institute of Marketing 9