Managing Strategic Marketing Activities

Submission Format:
2,000 – word report + / – 10% not including appendices and referencesFormat Cambria, 1.5 spacing, font size 12. List the learning outcome as the title of each section. All work must be 70% your ideas and 30% from other sources.Sources should be referenced in the text e.g. (Adams, 1990) or ( Sources must also be listed at the end in the bibliography using the Harvard referencing system e.g. Dahl, R. (2004). Charlie and the chocolate factory. 6th ed. New York: Knopf. If you do not reference properly, you may be asked to resubmit the assignment or do a viva.  Otherwise your mark may remain unclassified.   It is important to use your ideas to answer the tasks and critically evaluate the academic sources.   15-minute presentation + / – 5 minutes 500 – word handout + / – 10% not including appendices

NVQ Level 5 Diploma in Management and Leadership

Scenario – Each student has a different role to play or problem to solve but the same learning outcomes
You are the new marketing director for a multi-national computer gaming company Concept Games Ltd, which has been struggling to find new ideas amongst very tough competition.   Your boss is keen for you to try some new ideas and develop a game initially for a market segment that has previously had no involvement in computer games.   The aim of the new game is to identify a gap in the existing market and consider which new market segment would be interested in buying this product.  You will need to write a report and give a presentation to the board of directors explaining your new idea and why you think it would be an important way to win a new market ahead of the competition.   The game has to have real functional and entertainment value for the identified market segment, with a description of its format, aims and objectives.   You should also explain how academic marketing principles that you have previously studied will help you to analyse a potential market and geo location by critically assessing and referencing the works of academic marketing experts in relation to your marketing strategy.  

Once you have identified and justified your choice of niche market within the international market segment, you will need to explain various factors and the type of buying process this customer segment goes through before purchasing a product or service.   Then you will match the identified needs and wants of this customer to a product specification for your Research and Development department to build.  Once the prototype is made, you will need to explain the marketing strategy to your department, who will launch this product onto the market.   You will need to look at similar products in the market and price and package your product in a unique way that creates a competitive advantage for your company.  

You will evaluate the different forms of media this customer grouping normally accesses and design a media campaign that will capture their imagination and make them want to own this product.   This part of the report will also include the various elements of the buying process including the key players involved and the stages they go through to get the product to the end user.   Finally, you should explain your marketing mix and choice of media campaign and how it is tailored exactly to the thought processes of the target market.   Your budget for this project is £100,000.  
Assignment Brief and Guidance: Each task gives an opportunity to demonstrate the pass criteria of the learning outcomes
LO1  Understand strategic marketing
The first part of your report (1,000 words + / – 10% not including references and appendices) should demonstrate that you have a clear understanding of the concepts of strategic marketing theory and practice and how it is affected by different factors. It should also contain an analysis of ways to evaluate marketing strategies and their various advantages and disadvantages.  
LO2  Evaluate a market and develop a strategic marketing plan
The second part of your report, 1,000 words + / – 10% not including references and appendices, should show your thorough understanding and description of a particular market , identifying a specific niche, the type of media needed for this marketing plan and how best to exploit this media.   Part 2 of your report will also include and explanation of what is required in your marketing plan for the new game where you will demonstrate the necessary steps strategies costs and budget for launching the new game..   You will also include a final section where you will design and develop a list of criteria on how to evaluate the success of your strategy  
LO3  Manage the marketing plan
Your final task will be to give a presentation to the board of directors, 15 Minutes + a 500 word presentation handout, briefly outlining your  marketing strategy and explaining how it may change through unexpected factors.   You should ready to answer questions about your plan at the end of the presentation.   You must explain the challenges faced in implementing the new marketing strategy Show how you can adapt your strategy as necessary.   You will also need to explain how you will evaluate the success of your strategy inn the future and devise follow-up ideas/approaches in various imagined “what if “ (Plan B) scenarios.
Pearson Education 2016 Higher Education Qualifications Summative Assignment Feedback Form  
Learning Outcomes LO1, LO2 etc.  Assessment Criteria The student must satisfy all Pass criteria P1, P2 etc. to pass the assessment  
LO1  Understand strategic marketingP1 Understand the concept of strategic marketing P2 Understand the factors which affect strategic marketing P3 Understand strategic marketing theories P4 Analyse the strategies in evaluating strategic marketing P5 Evaluate the advantages and disadvantages of different marketing strategies  
LO2  Evaluate a market and develop a strategic marketing plan  P1 Thoroughly understand and describe a particular market P2 Identify a specific niche in a market P3 Identify the type of media needed for this marketing plan and how best to exploit this media P4 Demonstrate they understand what is required in a marketing plan P5 Design a detailed marketing plan which lays out the necessary steps and strategies P6 Understand the costs entailed in a marketing strategy and budget accordingly P7 Design and develop a list of criteria for how to evaluate the success of a strategy  
LO3  Manage the marketing plan  P8 Understand how a marketing strategy may change through unexpected factors P9 Be aware of the challenges faced in implementing a new marketing strategy P10 Demonstrate adaptability of a strategy as necessary P11 Evaluate the success of a strategy and devise follow-up ideas/approaches  
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