No more than 2,000 words in total (typed, double-spaced).
The key assessment criteria: depth of thought, clarity of expression.
This assignment must be web submitted via Moodle.
In looking back on the Strategic Marketing Planning paper that we have just completed, the aim of this assignment is for each student to provide their personal reflections (thoughts, opinions, ideas and insights) in relation to each of the following questions; each one being of equal value:
1.From the prescribed list of readings (Articles A-M as listed on the paper outline) but with the exception of Reading C:if a strategic marketing practitioner who works for large manufacturing company asked you to recommend any ONE, which would it be? Explain, in detail, the main reasons why you think the key points covered in your selected reading would likely be of use in their strategic marketing decision-making activities.
2.Discuss the key learning insights you have gained from undertaking the group case analysis with specific reference to the challenges involved in translating the theory of marketing strategy formulation into practice.
3.The basis for the entire paper (MRKTG200) is the B.A.S.I.C. strategic marketing planning process. However, this is only a model (i.e. an idealized representation of the real world). In reflecting on the course content, and from a strategic marketing practitioner’s point of view: what do you think are the potential advantages and disadvantages of using this model as the basis for developing a company’s strategic marketing plan, and why?
4.If a marketing executive with a New Zealand SME (a small to medium sized enterprise) with limited resources asked you to recommend any ONE of the specific strategic marketing planning tools that we have covered as part of our course content, which one would it be? Explain, in detail, the reasons why you think your selected tool would be of particular use to them as a means of enhancing their strategic marketing decision-making.
Format: Short answers of no more than approximately 500 words per question (i.e. a similar to the online test).
The purpose of this assignment is to assess the extent to which students have engaged with the course content.
