2014/2015

EM/EFL1

MARKETING PRACTICE ASSIGNMENT 2 - 30%

Deadline: w/e 27th March 2015
BRIEF: The student must develop a report based on a marketing plan for
a hypothetical product of their choice which they plan to bring to the
market. The plan must include a comprehensive analysis of the product's
marketing mix and promotional mix.
CONTENT OF REPORT

1. Executive Summary
2. Terms of Reference
3. Method of Procedure
4. Marketing Plan
4.1 Environmental Analysis: PEST (1 Mark)
Political, Economic, Social, Technological factors that may affect your
product/service.
4.2 Objectives of the marketing plan: Why is this marketing plan being
undertaken? i.e. to give a comprehensive analysis of the marketing mix,
promotions mix and the environmental factors that face the product. (.5
Mark)
4.3 Strategy for obtaining the objectives: Under the heading of the 4/7 Ps
outline a strategy to obtain your objectives (.5 Marks)
4.4 Target market for product (1 Mark) Who is the product aimed at?
What is their age, gender, culture, ethnic group etc..? Is it aimed at the
General consumer market or Business to business market?
4.5 Action Plan
4.5.1 Marketing Mix: Product (4 Marks)
Description of product
P.L.C: anticipation of product's length in each stage of the product
life cycle
Brand/Packaging/Labelling
4.5.2 Marketing Mix: Price (3 Marks)
Pricing Objectives and Strategy
Pricing approach Cost based/Customer based/Competition based
4.5.3 Marketing Mix: Place (3 Marks)
4.5.4 Marketing Mix: Promotion (10 Marks)(NOTE THERE ARE 10 MARKS
FOR THIS SECTION)
Marketing Communications Mix
Media mix

2014/2015

EM/EFL1

4.6 Monitoring/Evaluation plan (1 Mark)

Conclusion (1 Mark)
Appendices: drawing of product/draft poster for Event, outline of budget
(2 marks)
Overall layout of report (sections 1, 2,
3)/spelling/punctuation/font/bibliography (3 marks)
Total Marks: 30
Tips:
The assignment can be based on a hypothetical product/service that you
plan to bring to the market
OR
the assignment can be based on a similar product that an existing
company (P&G, Apple, Unilever etc) plans to bring to the market (e.g.
marketing plan for new type of Hair care product, iPhone/laptop)
OR
the assignment can be based on a service that you wish to bring to the
market (e.g. New comedy night in The Olympia, New Music festival
somewhere in Ireland, New hairdresser in your area etc.)
FETAC Marking Scheme: For tutor
Comprehensive analysis of all elements of the Marketing mix - 10
Marks
Product (4), Place (3), Price (3)
Comprehensive analysis of all elements of the Promotional mix 10 Marks
Communications Mix (6), Media Mix (4)
A structured Marketing Plan - 5 Marks
Objectives of Plan (1), Organisational Background (1), Target market (1),
Environmental Analysis (1), Monitoring/Evaluation Plan (1)
Information structured, interpreted and applied accurately - 5
Marks
Appendices: drawing of product/draft poster for Event, outline of budget
(2)
Overall layout of report (sections
1,2,3)/spelling/punctuation/font/bibliography (3)