代写 BSD126 Preparing an effective Marketing Plan
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代写 BSD126 Preparing an effective Marketing Plan
BSD126
Preparing an effective Marketing Plan
Part A
QUTIC LLA SERVICES
In collaboration with Marketing teaching team
Expected outcomes
• To be clear about the structure of Marketing Plan Part A
• To learn some useful language for Part A
• To integrate research correctly & effectively
Most important outcome > better grade
Structure of Part A
Refer to Task 1 on your activity sheet.
Match the 2 columns
Structure of Part A
Task 1 answers
Column A Column B
Structural organisation of Part A Situation Analysis, Marketing Goal,
Marketing Strategy
Longest section of Part A Marketing Strategy
Main focus of Situation Analysis section Opportunities and Threats
Example of non-monetary goal focus Sales volume
Key elements of Marketing Strategy Target Market & Value Proposition
Section that includes key reasons why
target customers will want to buy product
Value Proposition
Useful Language for Part A
Situation Analysis:
COMMON ERROR: students only describe the product.
Identify the 2 key external factors that can influence the marketing of your
product
e.g. For Product, X and Y are the most influential macro-environmental forces.
Clearly justify why each factor is significant with research support.
e.g. This means that ….., In other words,…….
End the critical analysis of the key factors with a concluding statement
e.g. This is an opportunity/threat for Product because…….
MUST DO: Critically analyse the influence of the external factors on your
product with substantial support/evidence from research.
Useful Language for Part A
Marketing Goal:
COMMON ERROR: students are NOT specific enough
• Only 15 words so it should be very short and specific
• Best to begin with a verb or infinitive verb
• Content to include: (1) goal focus (monetary/non-monetary) & (2)
performance benchmarks (how much, by when)
e.g. (to) increase market share by 20% within the next two years
MUST DO: cover both content areas. Check use of correct language
(especially prepositions) with LLA
Useful Language for Part A
Marketing Strategy:
COMMON ERROR: students are NOT analytical enough
• Identify one particular segment you could target
• Not necessary to review segmentation variables (theory)
• Include research to support choice of target market
e.g. For Product X, women aged between 25-35 with a full-time occupation
should be targeted. This is because…..
This is supported by XYZ (Date) who states that ……..
MUST DO: create a clear topic sentence, followed by a critical justification that is
supported by relevant research
Useful Language for Part A
Refer to Task 2 on your activity sheet.
In which sections will you find the
following sentences?
Useful Language for Part A
代写 BSD126 Preparing an effective Marketing Plan
Task 2 Answers
Increase the market share of Product X from 10% to 25% by
December 2018.
Marketing goal
Product X should concentrate its marketing interests on outdoor
enthusiasts aged 30-35.
Target market
The socio-cultural factor analysed above can be viewed as a
significant opportunity for Product X.
Situation analysis
Product X can provide consumers who enjoy high-end entertaining
as a lifestyle choice with a high quality, superior product
appearance to serve their guests.
Value proposition
Useful Language for Part A:
Task 2 answers
sentence section
Increase the market share of Product X from 10% to
25% by December 2018.
Marketing goal
Product X should concentrate its marketing interests on
outdoor enthusiasts aged 30-35.
Target market
The socio-cultural factor analysed above can be viewed
as a significant opportunity for Product X.
Situation analysis
Product X can provide consumers who enjoy high-end
entertaining as a lifestyle choice with a high quality,
superior product appearance to serve their guests.
Value proposition
Integrating research
In-text citations vs. reference list
In-text citations Reference list
Found inside your text
Found at the end of your text
Information + referencing details
both required
Only referencing details required
Referencing details: only a few
details required
Full details required
Integrating research
Author prominent vs. Information prominent citation
Author prominent citation (referencing details first)
e.g. Johnson (2012, p. 47) states that “marketing is an essential
element of product success.”
e.g. According to Johnson (2012, p.47), “marketing is an essential
element of product success.”
Information prominent citation (information first)
e.g. “Marketing is an essential element of product success” (Johnson,
2012, p. 47).
Integrating research
Referencing details required for
in-text citation
• Family name only e.g. Brad Pitt (if unavailable, use
organisation’s name)
• Date of publication (more recent, more better)
• Page no for direct quotes (optional for paraphrases &
summaries)
Integrating research
Refer to Task 3 on your activity sheet
Correct or not? Why, if incorrect?
Integrating research
Task 3 answers
correct incorrect why?
Soloman states that…
X
no date
According to M.R. Soloman (2014) …
X
initials
included
“……………………..” (Soloman, M.R., 2014, p. 89)
X
initials
included, no
full stop
Soloman (2014) states that…
x
“……………………..” (Soloman, 2014, p. 89).
x
In Soloman’s view (2014) states that…
X
inclusion of
directive verb
Research & Referencing
Refer to Task 4 on your activity sheet
Test your Referencing ability
To complete as a homework exercise
Will help you with referencing across all units!
Answers in this presentation PDF
Research & Referencing
Task 4 answers
Write out the information above as an author-prominent in-text citation
1 st time: Grewal, Levy , Mathews, Harrigan and Bucic (2015, p. 181) states
that “having evaluated the attractiveness of different segments, marketers
must make a decision on which to target.”
Thereafter: Grewal et al. (2015, p. 181) states that “having evaluated the
attractiveness of different segments, marketers must make a decision on
which to target.”
Other forms: According to Grewal et al. (2015, p. 181) “having evaluated
the attractiveness of different segments, marketers must make a decision on
which to target.”
Research & Referencing
Task 4 answers
Write out the information above as an information-prominent in-
text citation
1 st time: “Having evaluated the attractiveness of different segments,
marketers must make a decision on which to target” (Grewal, Levy ,
Mathews, Harrigan & Bucic, 2015, p. 181).
Thereafter: “Having evaluated the attractiveness of different
segments, marketers must make a decision on which to target”
(Grewal et al., 2015, p. 181).
Research & Referencing
Task 4 answers
Write out a reference list entry.
Grewal, D., Levy, M., Mathews, S., Harrigan, P. & Bucic, T. (2015)
Marketing (Special Ed. for QUT). North Ryde, NSW: McGraw-
Hill Education.
Research & Referencing
Task 4 possible answers
Re-write the information above as a paraphrase.
Original: “Having evaluated the attractiveness of different segments,
marketers must make a decision on which to target.”
Author-prominent paraphrase: According to Grewal et al. (2015),
marketers have to assess the appeal of various target groups
before deciding which particular group they should focus on.
Information-prominent paraphrase: Marketers have to assess
the appeal of various target groups before deciding which
particular group they should focus on (Grewal et al., 2015).
代写 BSD126 Preparing an effective Marketing Plan
