LO4 Develop a coherent marketing plan for a product or service provided by the organisation

Foundation Degree Business & Management (Year 1)

Principles of Marketing BMS403 

School of Adult, Professional, Management and International   

Semester 2 (Tutor: xxxxxxxxxxxxxxx)

TITLE: Marketing Plan

Assessment Brief 2 

Assessment Title:                  Marketing Plan

Weighting:                             25%

Issue Date:                             25.05.2023

Module Learning Outcomes Addressed

LO4    Develop a coherent marketing plan for a product or service provided by the organisation. 


You have been asked to produce a coherent marketing plan for an organisation of your choice to enhance the marketing strategy for a product or service provided by the organisation. You will be required to be innovative in your approach to maximise opportunities to meet objectives (LO4).

Other relevant assessment information

You may focus upon your current workplace or one that you have worked for in the past (please show evidence of permission to use any relevant internal company documents as source material), or you may wish to discuss an organisation whose information is readily available and researchable in the public domain. You can choose an organisation from any sector you wish including business, sporting, tourism, technology, or creative industries etc. 

You will need to include and reference at least 10 different sources including 3 academic textbooks and 1 academic journal that help provide supporting evidence for any assertions that you make. For higher grades, you will need to incorporate academic theory relevant to the points you make (use real life examples from business that back up the theory). You must include both a reference list and bibliography with your proposal.

The completion of your work will satisfy 25% of the assessment weighting for this module and the size of your report needs to be 1000 words (+/- 10%). You must include both a reference list and bibliography. ll written work should be submitted online, through Turnitin, via Teams

Submission Date: 07/08/2023

Feedback Date: 04/09/2023


The skills development opportunities identified in this assignment are

Students will be encouraged to develop and refine the skills associated with the assessment and evaluation of a chosen sector environments and in particular show the ability to:

  • Develop interpersonal skills by engaging with others during the class and provide evidence of comprehension of the theoretical underpinning required of the module.
  • Develop analytical skills by investigating case studies and examples of organisations that use market practice.
  • Demonstrate, communication, IT and presentation skills in the completion of assessments and during the formative assessment and interaction within the classroom.
  • Effectively communicate your research on marketing principles within a business context 
  • Analyse facts and draw conclusions on the marketing strategies through an examination of organisational practice.LO4 Develop a coherent marketing plan for a product or service provided by the organisation. 



Indicative Content


Marketing Plan


Students to write a 1,000 formal marketing plan. 


Develop viable and coherent marketing plan to meet the needs of the customers for a specific product or service in your chosen business. Students will look at marketing strategies and utilise a number of techniques to design a marketing plan to meet organisation objectives. 

This plan should directly link to the organisation’s strategy. The plan should show some form of customer analysis of data collection and how this could be used in the promotion of the new/old product or service.

Attribution of higher grades are associate with:

  • evidence of good research and judgements made supported by business theory within all written work.
  • evidence of wide reading around topics to support conclusions drawn.
  • effective use of the Harvard referencing format

good use of spelling, grammar, and punctuation throughout all written work





















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