Module 1 SLP Marketing and Marketing Strategy
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Module 1 SLP Marketing and Marketing Strategy
Marketing and Marketing Strategy
SLP Assignments
Have you ever wondered what it would be like to do something completely different? Well here is an opportunity for you to combine your wondering with analysis and perhaps to put some flesh on those dreams.
Your SLP assignment in MKT301 is to develop a marketing strategy for a service business which you will (hypothetically) manage. That is to say, you are to assume that you will be free to start a one-person business and are to examine yourself, develop a service business concept (for profit or not – the choice is yours) which you will provide, and develop a marketing strategy for it. You can assume that this will be a one-person business consisting of you alone, or that you will employ others.
In doing this project your fundamental goal is to demonstrate your understanding of and learning about what is being taught in the course.
Over the session you will conduct the necessary marketing analysis for your strategy and present this in your SLP. In each module you will complete a section of the marketing strategy, building on the sections previously completed in prior modules. What you are to submit in each module is as follows:
MOD01:Title page, MOD01 section (see below), References & Appendices.
MOD02:Title page, MOD01 + MOD02 sections, References & Appendices.
MOD03:Title page, MOD01 + MOD02 + MOD03 sections, References & Appendices.
MOD04:Title page, MOD01 + MOD02 + MOD03 + MOD04 sections, References & Appendices.
MOD05:Title page, MOD01 + MOD02 + MOD03 + MOD04 + MOD05 sections, References & Appendices.
Thus in Module 01 the marketing strategy paper submitted only consists of the sections indicated below. For Module 02 the paper will consist of the sections you submitted for Module 01, plus those required for Module 02. For Module 03 it will consists of the prior sections for Modules 01 and 02 plus the new section for Module 03, and so on.
We expect your learning in this course to be cumulative and that this will be reflected in the SLP. Thus what you learn in later sections of the course will build on what has been learnt earlier, and as you progress through the course you should consider revising earlier sections of the SLP.
Note that graders are instructed to grade your work when first submitted, AND TO REVISE THE FINAL GRADE AWARDED IN THE LIGHT OF IMPROVEMENTS MADE TO THE ENTIRE SLP AS SUBMITTED IN MODULE 5. THESE GRADES CAN ONLY BE INCREASED, NOT DECREASED.
Thus graders will assign SLP grades for each module but when grading the complete SLP in MOD05, will also review the preceding sections and may adjust upwards the Final Course grade to take account of improvements in the sections for MOD01-04. Note that the final section of the project allows for you to indicate how your learning from the project has improved both through your own thinking and via the feedback provided.
Thus it is to your benefit to keep under review the earlier sections as your knowledge and understanding improves and to ensure that at least the final document submitted in MOD05 has been revised to fully reflect your learning. So that the grader can easily see where you have revised earlier sections you must draw his or her attention to these revisions e.g. by using the Track Changes feature of Word.
Excluding your title page and the prior sections (which you are required to include) each of the parts of your SLP is to be approximately three pages long. Thus the entire marketing strategy when completed will be about fifteen pages long, excluding title page, references and any appendices.
You should review the entire SLP by previewing the requirements of Modules 01 through 05 inclusive when you start the course. The entire SLP and a presentation providing detailed notes regarding each section are provided for you in the Background Info section. These required readings should be studied before starting the project
Provide the following information:
- NAME, LOCATION & NATURE.
The name of your prospective (hypothetical) service business and
its probable location. Note that you’ll be asked to examine location in more detail in MOD03.
A brief description of the nature of the business, (“body-guard service”, “bar”, “child-care”, etc.). You will expand on this in MOD02.
(Reminder: There are detailed notes on how to approach each section of the SLP in the Background Information page).
- SELF-ANALYSIS.For this you should:
assess your skills, abilities and competencies, (strengths as well as weaknesses) and
compare these with the demands of potential markets, and
the offerings of competitors.
Ensure that the self-analysis is relevant to the proposed service and that you make the comparisons.
- CUSTOMER ANALYSIS.
Identify potential customers you could serve.
Identify the benefits they seek.
Describe and label your market and any segments there are.
Estimate the size and value of the potential market.
Estimate thesize abnd value of the (to be) served market.
- ANALYSIS OF PRIMARY COMPETITORS:
In a table identify the main competitors and provide a brief summary of how each competes. For example, does the competitor use low-price, reliability, reputation, high quality or some other basis for positioning itself in the market?
- To complete sections 3 and 4 you should do some MARKET RESEARCH, i.e. talk to people and gather some data to get some relevant information for your business idea. Briefly explain what you did and indicate the sourcesyou have used.
- Analyze the MARKETING ENVIRONMENT. The Marketing Environment is covered in a Powerpoint presentation provided for MOD01. Excluding any factors which are not important or which are analyzed in other sections (e.g. competition), analyze the other major Marketing Environment factors which need to be taken into account in the development of your marketing strategy, e.g.:
Political factors
Economic factors
Social and cultural factors
Technological factors
Legal or Governmental factors
Non-marketing costs (supply purchases and manufacturing)
Note that though the sections above are to be presented individually the analysis which underlies them is inter-related and you will probably have to think about yourself, the possible market, and potential and actual competitors at the same time, and to revise your thinking about them as you progress. Thus for instance for MOD01 you should expect to spend some time researching and thinking about your skills, the market and the competition together, before you can come to a conclusion about what service you will offer.
A set of notes giving guidance on each section of the SLP, and a Word document listing all the sections of the SLP for all modules are provided on the Background Info page. PLEASE READ BOTH BEFORE STARTING YOUR PROJECT.
As far as style of writing is concerned do not write an essay, you will waste a lot of space that way. Three pages is not a lot so you’ll have to decide what you think is important to include. Use the text in CAPS above as section headings for each of the topics indicated and elsewhere use words in bold as sub-headings. What you write should be organized, succinct, and professional.
SLP Assignment Expectations
It is expected that you will explain the alternatives you considered and why you decided to make the recommendations you do. This is very important. Explaining the reasons for the decisions you have made and the analysis underlying them is a much more powerful way to demonstrate your learning than simply stating what those decisions are.
It is also expected that you will use information from the background readings as well as any good quality sources you can find to deepen your understanding of the project and cite all sources and provide a reference list at the end of the paper.
The following will be assessed in particular:
Your demonstrated understanding of the concepts used in the project. Generally formal definitions are not required as understanding can usually be demonstrated by the way you apply or interpret the concepts.
It is expected that you will select appropriate framework s for analysis from the teaching materials and demonstrate your understanding of them through your application of them to the project
Your ability to conduct marketing analysis appropriate to the project. Some sections above require simple description, (e.g. name and location) while others require analysis (the rest). Graders will place more weight on analysis than description.
The criteria used for assessment will be those explained on the MOD01 Home page, namely:
Focus.
Breadth.
Depth.
Critical thinking, including selections and application of relevant frameworks.
Effective and appropriate communication skills.
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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