Reference no: EM13666219
Strategic Marketing Plan
• Section 1: Situational Analysis
o Compile a synopsis of your Individual Assignment entries from Units 1 and 2. Include feedback from your Faculty Member and colleagues.
o Add a reflection summarising what you have learned from completing your Unit 1 and 2 Individual Assignments, highlighting specific attributes that would help in determining an organisation's current strategic marketing situation in preparation for selecting a new product to introduce in an international market.
o Use diagrams and tables to illustrate your points and save on word count.
To review:
In Unit 1, you selected one organisation to feature throughout this Module whose marketing and brand management strategies you researched. You then conducted an informal situational analysis on the organisation you chose.
In Unit 2, you described a fictitious product idea that would be a logical fit for your chosen organisation and brand. You then analysed the role of market research in the marketing strategy for introducing a new product and explored the buying process.
• Section 2: Marketing Plan
To review:
In Unit 3, you examined whether your new product proposition was right for your target market by going into more detail into segmentation, targeting and positioning (STP). You also described the brand and product value proposition.
In Unit 4, you analysed the current marketing mix of your chosen organisation and created a new marketing mix for your fictitious new product.
In Unit 5 , you developed strategies to build a competitive advantage for your chosen organisation.
• Section 3: Critical review of a current debate in marketing and brand management
o Select a current debate in marketing and brand management.
o Search the Internet and University of Roehampton Library and identify a relevant article about the current debate you selected.
o To complete the critical review, compose an essay of approximately 1,500 words that includes the following:
- An introduction paragraph identifying the current debate you selected and why it interests you.
- A paragraph critically reviewing the article you identified.
- An explanation of what side, if any, you take in the debate, incorporating learning from the module. If you did not take a side, explain why.