Marketing and Communications Assessment -- 2

Part I: Individual - written report 2000 words Part II: Individual – Story board with supporting rational Part I Marketing Plan (2000 words) This question aims to assess students’ understanding of the marketing concept and the depth and range of matters with which it is concerned. Students are required to develop a marketing plan for one of the following charities (NGO’s): OXFAM, Royal Society for the Prevention of Cruelty to Animals (RSPCA) or CANCER RESEARCH UK. The objective of the plan is to raise awareness and raise additional funds. The marketing plan should include: 1. Situation Analysis 2. Identification of segmentation, key target audience and positioning (STP) 3. Clarification of the objectives 4. Setting strategy 5. Specifying tactics and action required (Marketing Mix 7P’s) 6. Means to measure performance (control) The use of appendices to detail the analysis is recommended and summarised within the report itself. Appendices are excluded from the word count. Part II Creating a story board for a proposed promotion This task is set to assess students’ ability to select an appropriate promotion method to support the clients request to raise awareness and raise additional funds. The task must be supported by a sample advert and 250 words rational explaining the choice made which should include: 1. An explanation of how the promotional mix was used to decide selection 2. Which theory supports the decision made 3. Why the particular choice was made 4. The sample to support the proposed promotion could be varied (e.g. brochure, poster, link to communication created digitally) For more information including the marking criteria refer to attachments.