Compare and contrast the market segmentation and positioning strategy from both theorist and practitioner perspectives to critically appreciate the benefits.

Evaluate and synthesise information of customer needs andexpectations from various sources and experiences2. Compare and contrast the market segmentation andpositioning strategy from both theorist and practitionerperspectives to critically appreciate the benefits3. Use marketing mix tools to analyse marketing situation andposition products for maximum competitive advantage inthe marketplace5. Develop multiple management skills including criticalthinking, working in a group environment, oral and writtenpresentation skills to be successful in marketingmanagement positions.It is critical that you remember that the assessment is targeted towards senior managementand therefore should not be verbose.Submission file type: Microsoft Word, ppt or pdfIn this assessment, working from the materials you developed in Assessment 1, you willbe required to individually construct a one-year marketing plan, that will provide growthfor your brand within the Australian market.The assessment requires you to undertake consumer segmentation, targeting andpositioning; determine appropriate marketing objectives, develop appropriate brandstrategies and corresponding marketing tactics that will deliver the set objectives.MKTG1100 Marketing ManagementAssessment 2 – Marketing PlanPage 2 of 8The plan must show your ability to develop an integrated marketing plan that will berelevant to the target consumer, realistic and meet the brand objectives and projectionsyou create.The work must demonstrate multiple management skills at the postgraduate level in theareas of business acumen, such as applying correct writing, presentation andreferencing skills, as well at the selection of appropriate models for application in theassessment task. You must demonstrate your ability to synthesise information obtainedfrom multiple sources, and apply critical thinking to arrive at a well-supported integratedplan for the brand.

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