Learning Outcomes:

After completing the module, you should be able to:

Appraise an organisations marketing mix and suggest improvements.

Apply appropriate tools & techniques to audit a marketing environment and

propose realistic responses.

Analyse and apply marketing concepts in different contexts including,

international, product/service marketing, e-marketing and ethical contexts.

Develop a realistic marketing plan for an organisation.

Justify proposals and evaluate the impact of these solutions

1. An Executive Summary and a separate section for the Introduction explaining the concept briefly and the need for this innovation as regards the value added for the consumer. (All LOs. 5 marks) (approx. 200 words)

2. A market analysis for new innovation in the country of your choice covering macro and micro factors using suitable frameworks such as PESTLE/Porters Five Forces analysis. (LO 2 25marks) (approx. 1000 words)

3. A proposed approach for segmentation, targeting and positioning of the brand leading into the setting of some SMART objectives for the first year following launch. ( LOs 2, 3, 4) (20 marks) (approx. 800 words)

4. Considering existing competitors in the market and the need to differentiate your offer, propose recommendations as regards a creative marketing mix (4Ps or 7Ps) including the use of social media/e-marketing (POEM/AIDA) and also considering the international environment in terms of existing offerings in the market and any further international elements you feel relevant. (LOs 1, 3, 4, 5) (25 marks) (approx. 1000 words)

5. Recommendations as regards the way and importance of controlling, monitoring and adapting the marketing plan using researched and referenced sources on the subject. (LOs 4, 5) (10 marks) (approx. 400 words)

6. A conclusion justifying the proposal and evaluating risks. (LO 5) (5 marks) (approx. 200 words)

7. As an annexe to your final report also explain briefly from a researched viewpoint the importance of strategic marketing planning for the organisation and the need to take into account ethical considerations when planning the launch of a new innovation. (LOs 4, 5) (10 marks) (approx. 400 words)