Project Guide: Internet Marketing Plan on Cashless Payment / Fintech

Company in Malaysia

Example of Title: Internet Marketing Plan for Touch n Go Ewallets

Introduction

The assignment for the Internet marketing module involve writing a marketing plan for a product
or service for a company assigned to you, which includes appraising the impact of the Internet on
each aspect of the plan.
Each chapter on the lectures that you will have will be covered by exercise classes. These
exercises will form the basis of your plan. As you work through the relevant preparation in each
chapter, you will be compiling answers which may be slotted into the marketing plan framework,
as shown in the table below. In this way the marketing plan builds up topic by topic.

Structure

The internet marketing plan should include the following sections:

1. Title Page
2. Executive Summary (At the front of the coursework)
3. Contents page
4. Internal Analysis
a. Strengths and weaknesses
5. External analysis
a. Opportunities and threats
6. SWOT analysis
7. Marketing objectives
8. Marketing strategy
a. Segmentation
b. Target Market
c. Positioning
9. Marketing mix
a. Product/ service
b. Price
c. Place
d. Promotion (Marketing communications plan)
e. People
f. Processes
g. Physical evidence
10. Measurement
11. Acknowledgements and references
12. Appendices

The completed core marketing plan should not exceed 40 pages. Details may be put in the
appendices which are not contained in the page count.
Suggested Project time table:

9-11 of February Initial Group and Company meetings

Work on
12-18 February
Project Plan Proposal

Hand in
18 February Draft Project Plan Proposal
(5 points)

Work on
18 February -01 March
Internal analysis

Hand in
01 March Internal analysis
(5 points)

Work on
01 – 15 March
External analysis

Hand in
15 March External analysis
(5 points)

Work on
- SWOT analysis
- Marketing objectives
- Marketing strategy
15- 22 March
a. Segmentation
b. Target Market
c. Positioning

Hand in
- SWOT analysis
- Marketing objectives
- Marketing strategy
22 March
a) Segmentation
b) Target Market
c) Positioning
(5 points)

22 March -13 April Work on:

Marketing mix
a) Product/ service
b) Price
c) Place
d) Promotion (Marketing
communications plan)
e) People
f) Processes
 g) Physical evidence
Measurement

Hand in
Marketing mix
a)Product/ service
b)Price
c)Place
d)Promotion (Marketing
13 April
communications plan)
e) People
f) Processes
g) Physical evidence
Measurement
10 (points)

Hand in
13 April
Draft Final Complete report

Work on
13 -20 April
Final Complete report

Hand in
Week 13 Final complete report
(60 points)

Hand in
Final complete group on-line presentation
Week 13
video
(10 points)

Relationship of chapters to the internet marketing plan

The table below indicates which topic is relevant to which section of the marketing plan.

Section of marketing plan Topic Topic in Course Silibus

- MARKETING FOR
- E-planning
Internal Analysis FINANCIAL
- The Internet micro-environment
INSTITUTIONS
- THE FINANCIAL
- E-planning
External analysis SERVICES
- The Internet macro-environment
ENVIRONMENT
- E-planning - COMMUNICATION &
Marketing objectives
- Internet strategy development PROMOTION
- MARKETING
Marketing strategy - Internet strategy development STRATEGIES FOR
FINANCIAL SERVICES
Marketing mix - Re-Mix - MARKETING MIX FOR
 FINANCIAL
- E-customers
SERVICES
- MARKETING
RESEARCH, PRICING &
Marketing planning - E-planning
NEW PRODUCT
DEVELOPMENT

Additional notes

Executive summary

This should be written last and appears at the front of the report/plan. It derives its name
from the fact that it is a summary of the contents of the plan that could be read by
company executives who did not have time to read the full report. The executive summary
should identify the following types of issues:

 Brief background and context of the venture, i.e. what the product/service is, what are the
key trends within its potential market place (rising I declining, high levels of competition,
etc.). Keep it brief.
 Key findings: e.g. expanding market in the 18-25 age group with potential worldwide.
 Critical issues/ problems: e.g. market potential can only be fulfilled through additional
finance and through employing additional expertise. A brief indication of how these
issues will be dealt with.
 Key success factors: i.e. What you have that will make the venture a success. What is it
about the overall marketing plan that makes the product/ service stand out from the
competition.

The executive summary should be the maximum of one page. It should not be a mere description
of what is contained in the plan.

Project Proposals

The Preliminary Project Proposal provides a description of the scope of your project. The project
proposal is developed in consultation with your lecturer.  It starts off as a two-paragraph
document and evolves into approximately 2-4 pages, consisting of a combination of narrative
text plus an outline of the sections of your report. The proposal contains a brief overview of the
issue under study, the problem you plan to tackle for the sponsor, and how you attempt to address
it. It should clearly indicate the scope of your problem, and all activity you plan to undertake in
this project. It should also identify, by name, the key resources you plan to consult.

Interim Reports

Four interim reports should be hand in.  Each interim report builds upon your efforts in previous
weeks. In the Interim Reports you will develop your final written report from your project
proposal outline for that part.  The Interim Report should clearly contains the results from your
work.
Feedback will be provided to you on each Interim Report you turn in Friday no later than the
following Tuesday.

Final Written Report

The Final Written Report is due during the week 13. 

Written Report Guidelines:

The Interim and Final reports are highly professional documents that adhere to the following:

 Very well written, researched, and documented, with a highly polished look and feel,
liberally supported by graphical and tabular material to support exposition and enhance
understanding, and with actionable recommendations supported by thorough analysis.
 Formal references must be provided for all cited material. This includes quotes, ideas
from articles, numbers, etc. You can use footnotes that appear on the bottom of each
page. The guiding principle is that all sources must be cited, so that 1) proper credit is
given where credit is due, and 2) the company can go to the original source to follow up
in more detail where desired.

 The major sections of the report should be numbered 1, 2, 3, etc., with subsections 1.1,
1.2, 1.3, etc. You may elect to also sub-subsections as well, i.e. 1.1.1, 1.1.2, 1.1.3, etc, but
you should not go beyond three levels of subsections.

 Detailed tabular material that would detract from the readability of the report if
embedded in the text, such as extended tables and figures supporting a competitive
analysis, should appear in an Appendix to the report. Short figures and tables directly
germane to an analysis point should appear in the text beside that point.

 The document should be prepared in MS Word. MS Excel spreadsheets may be included

as supporting material.  Where appropriate, Web URL’s should be included as
hyperlinks.

 The cover sheet should contain: 1) the title of the project, 2) the name and logo of the
company, 3) the names and email addresses of all team members, 4) the date, and a
statement indicating that the project was prepared for Marketing Financial Services
(BWBB3053) under the direction of Dr. Muhammad Muhaizam bin Musa. The name of
School of Economics, Finance and Banking.

 Reference and citation must use APA style.