PSB7022CL Marketing in a Global Age Assignment 2, 2026 | Coventry University

Posted: February 3, 2026/Under: Uncategorized/By:

7022CL Assignment 2, 2026

End of Module Assessment – Individual Marketing Plan (60%)

A marketing plan is a business document written for the purpose of explaining the current market position of a business and its marketing strategy for the period covered by the marketing plan. Marketing plans usually cover a period of one to five years. The assessment will require all students to write an individual marketing plan covering a period of one year. The purpose of a coursework 2 is to clearly exhibit the steps or actions that have been taken to achieve the planned goals. For example, a marketing plan might have a strategy to increase the organization’s market share by ten percent. The plan would then outline the strategy and steps that need to be achieved in order to reach a ten percent increase in market share.

Marketing Plan for an existing company in your chosen subject area

As the final assignment for this module, you are required to write a Marketing Plan assessing the CURRENT marketing strategies of an existing company in your subject area from the list below. You should evaluate ONE company of your choice; however every individual’s brand selection has to differ and assess this company in Singapore

You will be evaluating:

S- Situational analysis (assessing the current macro and micro environment-external/ Internal analysis )

O- Objectives (At least 2 SMART objectives). These objectives will derive from the TOWS analysis/company website etc.

S – Strategy (assessing the current strategies & recommend new strategies which relate to the SMART objectives)

T – Tactics Application of 4p/7Ps (assessing the current & recommend new tactics in relation to the strategies)

A – Action (Please use a Gantt chart to help explain the actions as part of the tactical plans) (INCLUDES A DETAILED 1 YEAR MARKETING BUDGET)

C- Control (You can either investigate what the company is currently doing or make suggestions via further reading.) ( state the company’s KPI’s in conjunction with the objectives set & list out the control and measurement methods that you will deploy)

cta_question_1

M003 – Coursework 2 Structure

Executive summary – limit to one page providing complete converge of each

section of your plan. The reader should be able to have a basic understanding of all

aspects of your plan. The summary assists the reader in understanding your plan.

Contents page – it includes all sections and sub-sections, it should also include the

list of figures and tables

Introduction – intro in to the marketing plan 

Main body of Work – it should contain the following stages

STAGE 1

Situational analysis – The situation analysis should provide an overview of your

organization/market offering (product or service) by addressing internal and external

factors impacting the business.

The situation analysis can be organized into three sections:

  • Market Analysis
  • Competitor Analysis
  • Company Analyses

With key models (TOWS, PESTEL, value chain/ VRIO, PLC etc.) and marketing concepts applied.

Tables can be used, but a critical discussion of the most important elements which directly influence the objectives, strategy and implementation must be critically discussed. This can be a paragraph under tables such as PESTEL or TOWS/ PORTER’s five forces. Problems may result from internal resource limitations, environmental trends, or competitor actions. They may influence the whole industry or just your company. Some may be solvable while others may not be. Opportunities can often result from environmental trends or a mistake by your competitors. It may be useful to consider where the product is located in the product life cycle.

STP– Helps brings to life who your existing customers are and what their motivations are. Additional concepts such as brand personality, perceptual map, USP can be used to help explain “positioning”.

STAGE 2

Objectives– Your marketing planning framework should focus on the Objective/s of

your strategy. Stage 1 looked at the situation analysis which provided an overview

for your organization, specifically: addressing internal and external factors impacting

your business. Typical objectives include sales, profits, market share, advertising awareness, etc.

Objectives are outcomes and cannot be directly controlled. For example, to spend four million pounds on advertising is a planned action. Advertising spending can have several measurable outcomes or objectives; aided and unaided recall, change in product positioning, or sales. Be careful not to state planned actions as objectives.

To help create your objectives, I recommend using measurable and realistic goals to

achieve the marketing strategy, focusing on ensuring you make each objective

SMART.

You are required to devise smart objectives, these will derive from either:

  1. a) existing objectives that may be found on a company’s website
  2. b) objectives can also derive from the TOWS analysis

Each objective will have its own strategy and implementation/tactic.

STAGE 3

Strategy – Strategy means how you plan to get there in terms of fulfilling the objectives set.

A marketing strategy is a broad directional statement that describes how marketing objectives will be accomplished. Within our marketing plan, the marketing strategies represent a first overview of various marketing tools and how they will be used to achieve the marketing objectives. While marketing objectives are specific, quantifiable, and measurable, marketing strategies are descriptive

In other words, you are expected to apply marketing strategic frameworks here! Such

as Ansoff matrix, brand extension, line extension etc…

Remember you will need a:

  • Strategy TO ACCOMPLISH objectives

STAGE 4

Implementation or Tactics – Tactics cover the specific tools of the marketing mix (4p/7p’s) that you plan to use to realize the objectives of your marketing plan. This section of a marketing plan relates to putting the strategy into action (step by step) you would be going into a lot more detail for each tactic.

To help achieve the objectives above, use the 7p’s of the Marketing Mix to focus on the key attributes to be considered by Company X in order to meet your objectives. As stated each objective has its own Strategy. Therefore, the implementation section goes into critical explanation and justification of the step by step action of each strategy by using the relevant attributes of the marketing mix.

STAGE 5

Action – focused on how to bring your plan to life, to make actionable measures. The action section covers what needs to be achieved for each of the tactics listed in the previous section of the SOSTAC plan to realize the objectives of your marketing plan.

List out 1 year marketing ACTION PLAN Gantt Chart & Marketing Budget

STAGE 6

Control – The final stage is to layout how you plan to monitor and measure your performance based on the objectives set at stage 2. The tactics have been considered and your control section is providing you with a series of dashboards tailored for each tactic. Look to set the KPI’s per tactic that tie back into the objectives set and set up a weekly/monthly set of monitoring dashboards to ensure you are on track to meet the objectives set.

Conclusion – it should be the summary of your key findings and recommendations.

References – Make sure you follow the CU Harvard Style.

Layout

Your work should be word processed in accordance with the following:

  • Font style, Arial or Times New Roman, font size 12
  • 1.5 line spacing.
  • The page orientation should be ‘portrait’
  • Margins on both sides of the page should be no less than 2.5 cm
  • Pages should be numbered
  • Your name [should/should not – delete as required] appear on the script.
  • Your student number should be included on every page.

Skills Advice

Refer to your material provided in your skills modules to make sure that you have conformed to academic conventions. Pay particular attention to:

  • Your introduction
  • Your conclusion
  • The use of headings and/or signpost words
  • Paragraph structure

 Evaluate ONE company of choice . Your marketing plan should be based on one particular geographic area (e.g Singapore) Singapore focused. This plan should identify the current ways the company is generating value for stakeholders in the chosen geographic area and some influence regionally.

The marketing plan should follow the SOSTAC model. It is vital that all students read and understand the marking rubric.

Please select a company in your subject area and one market offering (product/service) from the company’s product portfolio.

This assignment should be presented in a standard marketing plan format of between – 4,000 to 4500 words and submitted via Black Board

Resourse 

Week 1 M003LON introduction to marketing 2021 NOV.pdf

Week 2 M003 LECTURE-Copy.pdf

Week 3 M003 LECTURE-Copy.pdf

Week 4 M003 Lecture-Copy.pdf

Week 5 M003 LECTURE-Copy.pdf

Week 9 – M003LON Product and pricing strategies.pdf

Week 10 – M003LON Communicating values.pdf

cta_question_2

PSB7022CL Marking Rubric

7022CL, MGA CW2 Rubric 60% 0
Fail		 2
(1-29) Fail		 3
(30-39) Fail		 4
(40-49) 3rd		 5
(50-59) 2:2		 6
(60-69) 2:1		 7
(70-79) 1st		 8
(80-89) 1st		 9
(90-99) 1st		 10
(100) 1st
Grade Descriptors (Right)
Lerning Outcomes, Learning Pillars, Criterion Description and Expectations (Below)		 100% No attempt, No submission, Absent Unsatisfactory, Poor, Weak Incomplete, Inadequate, Limited Acceptable, Basic, Satisfactory Appropriate, Fair, Reasonable Commendable, Competent, Effective Strong, Proficient, Very good Articulated, Excellent, Highly impressive Superb, Outstanding, Original Extraordinary, Perfect, Publishable
LO1,2,5,7: Independent lines of argument supported by evidence, presenting key trends relating to the topic of the assignment presenting key trends relating to the topic of the assignment – Executive Summary. Degree to which the executive summary explains the key themes and outcomes of the marketing plan. The completeness and clarity of the organisation, background and context being reported. The executive summary contains subsections that correspond with the marketing plan subsections. These may include product description, management, market analysis, competitive analysis, product development, operations, goals and marketing strategies. 5% As per grade descriptor Weak examination and
coverage of trends
relating to the
assigned topic. Little
background offered by
the report.		 Limited examination
and coverage of trends
relating to the
assigned topic. The
scope of the
background offered by
the report is not
adequate.		 Basic examination
and coverage of trends
relating to the
assigned topic. The
report shows basic
information to define
the intended direction
(for the plan).		 Sound examination
and coverage of trends
relating to the
assigned topic. The
report shows a range
of information
supporting the
intended direction (for
the plan).		 Competent examination
and coverage of trends
relating to the
assigned topic. The
report shows a logical
selection of
information to support
the intended direction
(for the plan).		 Very good
examination and
coverage of trends
relating to the
assigned topic. The
report selects,
presents and discusses
relevant information
to support the
intended direction (for
the plan).		 Excellent examination
and coverage of trends
relating to the
assigned topic. The
report selects,
presents and discusses
both empirical and
theoretical
information to support
the intended direction
(for the plan).		 Original, examination and
coverage of trends
relating to the
assigned topic. The
report selects, defines
and reflects upon
relevant empirical and
theoretical
information to support
the intended direction
(for the plan).		 Impeccable
examination and
coverage of trends
relating to the
assigned topic. The
report synthesis
relevant empirical and
theoretical
information to support
the intended direction
(for the plan) in a
logical manner
throughout.
LO1,2,3,4,5,7: Knowledge and Understanding:
Situation Analysis – Demonstrating and evidencing understanding of macro‐, micro‐ and internal environments  – This is supported and evidenced with the literature review: relevance and completeness (content). Quality of presentation on rationale for literature approach selected, its relevance and limitations in the context of this research (marketing plan), showing a balance of sources.Cognitive (thinking) Skills: Literature review: data analysis  – Quality of analysis of the selected literature and the conclusions drawn from it.		 15% As per grade descriptor Unsatisfactory analysis
of macro‐, micro‐ or
internal environments.
This might be
manifesting through
the absence of two
(out of three) stages
and / or the lack of
depth and referencing
(of frameworks as well
as empirical evidence)
across the board.		 Partial analysis of
macro‐, micro‐ or
internal environments.
This might be
manifesting through
the absence of one
(out of three) stages
and / or the lack of
depth and referencing
(of frameworks as well
as empirical evidence)
with regards to the
material displayed.		 Passable analysis of
macro‐, micro‐ or
internal environments.
All three stages must
have been considered,
perhaps not with
enough rigour and / or
depth throughout.
Both theoretical
frameworks and
empirical evidence are
fairly clearly defined
and referenced.		 Fair analysis of macro‐
, micro‐ or internal
environments. All
three stages must
have been completed,
perhaps with some
gaps in terms of scope
and depth. Both
theoretical
frameworks and
empirical evidence are
clearly defined and
referenced
throughout.		 Effective analysis of
macro‐, micro‐ or
internal environments.
All three stages must
have been dealt with
in full without any
major gaps in terms of
scope and depth. Both
theoretical
frameworks and
empirical evidence are
fully defined and
referenced
throughout.		 Proficient analysis of
macro‐, micro‐ or
internal environments.
The three stages must
have been integrated
in a compelling
SWOT/TOWS analysis.
There can be no gaps
in terms of scope and
depth. Both
theoretical
frameworks and
empirical evidence are
reflected upon well.		 Impressive analysis of
macro‐, micro‐ or
internal environments.
The three stages must
have been integrated
in a compelling
SWOT/TOWS analysis.
The scope and the
depth of theoretical
frameworks and
empirical evidence are
allowing for a critical
discussion to take
place throughout this
section.		 Outstanding analysis
of macro‐, micro‐ or
internal environments.
The three stages must
have been integrated
in a compelling
SWOT/TOWS analysis.
The scope and the
depth of theoretical
frameworks and
empirical evidence are
allowing for a critical
discussion leading to
sound options for
marketing strategy.		 Perfect analysis of
macro‐, micro‐ or
internal environments.
The three stages must
have been integrated
in an accurate
SWOT/TOWS analysis.
The scope and the
depth of theoretical
frameworks and
empirical evidence are
allowing for a detailed
critical discussion
leading to extensive
options for marketing
strategy.
LO1,2,3,4,5,7: Knowledge and Understanding:
Segmentation, Targeting and Positioning (STP)  – demonstrate the STP process highlighting links between an overall market and how a company chooses to compete in that market. Segmentation refers to the process of splitting a market into smaller groups with similar product needs or identifiable characteristics, for the purpose of selecting appropriate target markets. Targeting refers to selection of a suitable market segment (or segments) with the intention of heavily focusing the firm’s marketing offers and activities towards this group of related consumers. Positioning is the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.Clarifying and supporting marketing intentions including a suitable value proposition  – the promise that the organisation gives to a customer that assures them that they will deliver value to them. It is a statement that explains the benefit that the organisation has to offer.		 10% As per grade descriptor Poor effort in terms of
how the report
articulates the chosen
marketing strategy
into value adding
components.
Segmentation,
targeting and
positioning aren’t
clearly defined and
discussed; there is an
overall lack of a useful
proposition.		 Inadequate effort in
terms of how the
report articulates the
chosen marketing
strategy into value
adding components.
Segmentation,
targeting and
positioning are defined
in basic terms and not
discussed in an
acceptable level of
detail; there is still no
overall proposition on
display.		 Sufficient effort in
terms of how the
report articulates the
chosen marketing
strategy into value
adding components.
Segmentation,
targeting and
positioning are defined
in basic terms and
discussed in an
acceptable level of
detail; though there is
a slightly confusing
overall proposition on
display.		 Fair effort in terms
of how the report
articulates the chosen
marketing strategy
into value adding
components.
Segmentation,
targeting and
positioning are clearly
defined and discussed
in an acceptable level
of detail; there is an
overall proposition on
display.		 Competent effort in
terms of how the
report articulates the
chosen marketing
strategy into value
adding components.
Segmentation,
targeting and
positioning are well
defined and discussed
in a good level of
detail; the overall
proposition is logically
explained in context.		 Strong effort in
terms of how the
report articulates the
chosen marketing
strategy into value
adding components.
Segmentation,
targeting and
positioning are fully
defined and discussed
in a very good level of
detail; the overall
proposition is critically
explained in context.		 Articulate effort in terms
of how the report
articulates the chosen
marketing strategy
into value adding
components.
Segmentation,
targeting and
positioning are
minutely defined and
discussed in much
detail; the overall
proposition is critically
supported in context.		 Outstanding effort in
terms of how the
report articulates the
chosen marketing
strategy into value
adding components.
Segmentation,
targeting and
positioning are
minutely defined and
discussed in much
detail. Theory and
data are fully
integrated into the
overall proposition
and in line with the
ongoing rationale.		 Impeccable effort in
terms of how the
report articulates the
chosen marketing
strategy into value
adding components.
Segmentation,
targeting and
positioning are
impressively well
defined and discussed
in much detail. Theory
and data are logically
integrated into the
overall proposition
and in line with the
ongoing rationale.
LO1,2,3,4,5,7: Knowledge and Understanding:

Objectives  – identifying specific marketing objectives. Apply the widely used SMART mnemonic to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes.

Marketing Strategy explaining use of information and knowledge in order to set and achieve the stated objectives  – The Marketing strategy needs to demonstrate a comprehensive plan for achieving the marketing objectives of the organisation. It provides a blueprint for attaining the marketing objectives. It is the building block of a marketing plan.

 20% As per grade descriptor Weak justification for
the marketing strategy
selection and its
breakdown into
suitable objectives.
The report barely uses
the information and /
or the knowledge
available (from
previous sections).		 Incomplete
justification for the
marketing strategy
selection and its
breakdown into
suitable objectives.
The report tries using
the information and /
or the knowledge
available (from
previous sections)
without shedding
much light on the
above‐mentioned
areas.		 Acceptable
justification for the
marketing strategy
selection and its
breakdown into
suitable objectives.
The report makes
some use of using the
information and / or
the knowledge
available (from
previous sections), yet
it does leave some
gaps regarding the
above‐mentioned
areas.		 Reasonable
justification for the
marketing strategy
selection and its
breakdown into
suitable objectives.
The report uses the
information and / or
the knowledge
available (from
previous sections)
consistently, yet it
might still leave some
minor gaps regarding
the above‐mentioned
areas.		 Competent
justification for the
marketing strategy
selection and its
breakdown into
suitable objectives.
The report makes
good use of the
information and the
knowledge available
(from previous
sections) without
leaving any gaps with
regards to the abovementioned
areas.		 Commendable
justification for the
marketing strategy
selection and its
breakdown into
suitable objectives.
The report consistently
makes good use of the
information and the
knowledge available
(from previous
sections). The
connections between
theory and data are
logical.		 Excellent justification
for the marketing
strategy selection and
its breakdown into
suitable objectives.
The report makes
excellent use of the
information and the
knowledge available
(from previous
sections). The
connections between
theory and data are
logical and well
integrated.		 Superb
justification for the
marketing strategy
selection and its
breakdown into
suitable objectives.
The report consistently
makes excellent use of
the information and
the knowledge
available (from
previous sections). The
connections between
theory and data are
logical and well
integrated into an
appropriate rationale		 Perfect justification for
the marketing strategy
selection and its
breakdown into
suitable objectives.
The report makes full
use of the information
and the knowledge
available (from
previous sections)
without any
hesitation. The
connections between
theory and data are
fully logical and
extremely well
integrated into a watertight
rationale.
LO1,2,3,4,5,7 Cognitive (thinking) Skills: Marketing Programmes – Providing a rationale for the implementation of specific marketing activities in relation to the full marketing mix (7 Ps)completeness and manner of presentation of the tactics, the actions, the operational aspect of the strategy: what concrete actions need to be taken to meet the objectives.

Analysis and presentation of primary research quality supporting the Marketing Programmes- quality assessment by pointing to analysis of existing marketing practices linking to the objectives and strategy.

 20% As per grade descriptor Unsatisfactory
justification for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The report is missing
three or more Ps, and
there is a general lack
of detail.		 Limited justification
for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The report is missing
two or more Ps, and
there is a general lack
of detail in theoretical
and empirical terms.		 Basic justification
for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The report is still
missing one of the Ps,
and there is some lack
of detail especially in
empirical terms ‐ a
partial use of theory is
not going to be
tolerated.		 Fair justification for
the implementation of
programmes and / or
techniques in relation
to the marketing mix.
The section is
completed in all its
parts (Ps); only a
minor lack of detail is
going to be tolerated.		 Proper justification for
the implementation of
programmes and / or
techniques in relation
to the marketing mix.
The section is
completed in all its
parts (Ps); no lack of
detail is going to be
tolerated. In short, a
complete rationale
must be provided that
includes theoretical
and empirical
elements.		 Proficient justification
for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The section is
completed in all its
parts (Ps); an extensive
rationale must be
provided that includes
well‐articulated
theoretical and
empirical arguments.		 Excellent justification
for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The section is
completed in all its
parts (Ps); a
comprehensive
rationale must be
provided that includes
several wellarticulated
theoretical
and empirical
arguments		 Exceptional
justification for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The section is
completed in all its
parts (Ps); a fully
comprehensive
rationale must be
provided that includes
many well‐articulated
theoretical and
empirical arguments.		 Faultless justification
for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The section is
completed in all its
parts (Ps); an
exhaustive rationale
must be provided that
includes theoretical
and empirical
arguments of the
highest order.
LO1,2,3,54,5,7: Knowledge and Understanding  Control and Evaluation implementing a series of appropriate measurements (metrics) at relevant points within the plan. The marketing objectives need to be measured. Successful goal setting requires placing KPIs and benchmarks on your plans. Assign numbers, deadlines, and metrics to each marketing objective to allow the company to evaluate progress along the way and assess results.

Cognitive (thinking) Skills  Completeness, relevance, appropriateness and applicability of the

 20% As per grade descriptor Weak integration of
(not necessarily
SMART) selected
metrics for the
measurement of key
objectives as set in the
plan. These might also
be relatively unrelated
to the marketing
strategy (and the
marketing mix).		 Incomplete integration
of not necessarily
SMART) selected
metrics for the
measurement of key
objectives as set in the
plan. These might in
part be unrelated to
the marketing strategy
(and the marketing
mix).		 Sufficient integration
of (SMART) selected
metrics for the
measurement of key
objectives as set in the
plan. These might still
be unrelated to the
marketing strategy,
but must reflect the
marketing mix.		 Decent integration of
(specifically SMART)
selected metrics for
the measurement of
key objectives as set in
the plan. These should
for the most part be
related to the
marketing strategy
and the marketing mix.		 Accurate integration of
(specifically SMART)
selected metrics for
the measurement of
key objectives as set in
the plan. These should
be related to the
marketing strategy
and the marketing mix ‐
a few, but fully
sensible ideas.		 Well‐articulated
integration of
(specifically SMART)
selected metrics for
the measurement of
key objectives as set in
the plan. Some fully
sensible ideas
connected with both
the marketing strategy
and the marketing mix.		 Impressive integration
of (fully SMART)
selected metrics for
the measurement of
key objectives as set in
the plan. Several fully
sensible concepts
connected with both
the marketing strategy
and the marketing mix.		 Superb integration of
(fully SMART) selected
metrics for the
measurement of key
objectives as set in the
plan. Several wellarticulated
concepts
taking into account
both the marketing
strategy and the
marketing mix.		 Immaculate
integration of (fully
SMART) selected
metrics for the
measurement of key
objectives as set in the
plan. Many compelling
concepts taking into
account both the
marketing strategy
and the marketing mix.
LO6,7: Transferable Skills: Report presentation (5%) Quality, readability, coherence, completeness and overall impression of the report: presentation of references.
Referencing and Citation (5%): Acknowledgement of sources used		 10% As per grade descriptor Poor report presentation which requires stucture. Referencing and citations unsatisfactory. Incomplete report which requires structure. Citation use limited in areas. Some questionable references. Acceptable  presentation but requires more stucture. Some citations missing. References rather basic. Appropriate presentation and structure. Fair use of citations. Structured reference list. Commendable report presentation structure and style. Competent use of citations. Structured reference list. Strong report presentation structure and style. Very good use of citations and references. Excellent report presentation structure and style, with highly Impressive use of citations and references. Superb report presentation structure and style, with outstanding use of citations and wonderful reference list. Publishable report presentation structure and style. Perfect use of citations and an extrodinary reference list.

cta_question_3

The post PSB7022CL Marketing in a Global Age Assignment 2, 2026 | Coventry University appeared first on My Assignment Help SG.

Recent Comments

No comments to show.