Individual Marketing Project
Due Date: Week 10
Weighting: 25%
Topic: Students are to develop a marketing plan for the launch of a brand new product or service in to the Australian Marketplace in 2016. The plan should address the following elements –
• Situation Analysis
• Marketing Objectives
• Market Segmentation, targeting and positioning strategies
• The Marketing Mix
• Budgets, evaluation measures and controls
Your plan should be based on relevant research, both personal, and in the field of marketing. You will be briefed via a tutorial segment in class on the specific components that need to be addressed.
Marking Criterion Description
1. Executive Summary 1 2 3 4 5
2. Table of Contents 1 2 3 4 5
3. Introduction
1 2 3 4 5
4. Situation Analysis (Includes use of SWOT or PESTLE analysis)
1 2 3 4 5
5. Marketing Objectives
1 2 3 4 5
6. Market Segmentation (Appropriate choice and full description of each target group)
1 2 3 4 5
7. Targeting and Positioning Strategy (Suitable choice of Positioning statement)
1 2 3 4 5
8. The Marketing Mix – Product
1 2 3 4 5
9. The Marketing Mix – Price
1 2 3 4 5
10. The Marketing Mix – Place (Distribution) 1 2 3 4 5
11. The Marketing Mix – Promotion
1 2 3 4 5
12. Budgets (No formal figures, just an understanding of the areas that will accrue significant expenditure)
1 2 3 4 5
13. Evaluation Measures (How objectives will be measured)
14. Conclusion 1 2 3 4 5
15. Spelling and Grammar
1 2 3 4 5
16. Appealing layout and format and correct page numbering 1 2 3 4 5
17. Chicago Referencing
1 2 3 4 5
18. Quality of written expression
1 2 3 4 5
19. Quality of references/research
1 2 3 4 5
Column Totals
20. Overall impression 1 2 3 4 5
Column Totals
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