MG529 Strategic Marketing CW1 Assignment Brief, Buckinghamshire New University

Assignment Brief

Working in the same groups as for PR1 create a 2500-word report utilising the SOSTAC planning framework to detail all required elements of the strategic marketing plan in response to the case study provided on the VLE. 

A group log detailing individual contribution must be maintained and included in the Appendices section of the report. 

Full details of the case study are provided in the ‘Assignment Material for MG529 PR1 and CW1’ folder on the VLE. 

You should include as a minimum: 

Task 1 (LO1) 

Market Analysis (please back up your analysis with well documented research) 

• Market size and trends data. 
• Competitors analysis. 
• Macro & Micro economic forces affecting the organisation (using relevant models to include PESTLE and TOWS analysis). 
• Customer analysis/personas (STP Marketing). 
• Stakeholder analysis. 

Task 2 (LO2) 

Identification of the organisation key strategic marketing objectives for the campaign which are SMART in approach.

Task 3 (LO3)

Campaign strategy – How your market research leads to your recommendations

• The reason for the campaign and/or strategic goal of the campaign.
• Market growth opportunity/Ansoff’s matrix.
• Target audience.
• General campaign messaging.

Strategy implementation (Tactics) covering key areas of the marketing and the communications mix. A need to demonstrate knowledge of the RACE model as a framework for digital campaign planning and its relevance to your campaign plan specifically.

Marketing roll-out plan (a GANTT chart is preferred).

• Channels to be used.
• When/timing.
• Text/copy to be used (if relevant).
• Budget – document all budget assumptions.

Task 4 (LO4)

Recommend Key Performance Indicators (KPIs)/Metrics for the Marketing Strategy and how the organisation could continue to engage with their audience in an always-on digital environment. If you are registered with the Disability and Inclusion Services or have a disability, please contact your module leader to discuss how your reasonable adjustments will be applied to this assignment.

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:

LO1: Understand how to analyse an organisation’s current and future internal and external environments.
LO2: Identify and analyse relevant information to recommend and inform strategic marketing decision making.
LO3: Develop a strategic marketing plan to realise organisational objectives.
LO4: Recommend appropriate control mechanisms to measure and monitor the implemented marketing strategy.