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Assignment Guide - MP
Assignment Guide - MP
Assignment Guide - MP
Introduction
Evaluate Center for International Education capability for planning its future marketing activity
(1.2)
o Organizational Capability (Refer to PPT Slide no. 5)
Examine how Center for International Education may overcome barriers to marketing planning
(2.2)
Compile a report:
Explain why Marketing Planning is essential in the strategic planning process for Center for
International Education.
(3.2)
Strategies
Proactive strategy
Reactive strategy
Refer to Slides/ course book p 239
Categories
New to the world products
New product lines
Product line extensions
Improvements and revisions to existing products
Repositioning
Cost reductions
Approaches
Sequential approach
Simultaneous approach
NPD Process
o Executive Summary
o Corporate Objectives
o Corporate Strategy Option
o Marketing Mix Recommendation
o Action Plan
o Performance Measures
o Marketing Budget & Sales Forecasting
Analyse examples of how Center for International Education responds to ethical issues
(4.2)
Analyse examples of consumer ethics and the effect it has on marketing planning.
(4.3)
Conclusion