30 Apr IS THERE ANY IMPORTANT DETAIL THAT WILL BE OF HIGH SIGNIFICANCE TO THE FUTURE?
prepare a report containing information that may be used for a marketing plan
o Your task is to prepare a report containing information that may be used for a marketing plan.
Identify one product/service from your own business or from another business with which you are familiar. In your report you should include:
? The current marketing situation with background data on the market segments, product, competition, and distribution. Keep this discussion brief.
? Market analysis through a SWOT analysis. Make sure to discuss the SWOT analysis adequately.
? Objectives with goals for sales volume, market share and profit. These goals should be realistic but may have to be somewhat hypothetical because of the lack of time and absence of market research to provide better ones.
? Marketing strategies with details of the 4Ps (i.e. Product, Place, Price, Promotion).
Make sure you explain why the strategies are relevant and how they relate to the market analysis, objectives and goals above. Clearly justify your argument. In your discussion of Promotion, you need to identify the communication objectives, discuss and justify the communication channels and the communication mix you would use to address these objectives.
Because this is a short assignment, be careful to use your word limit wisely. There is no need to focus on the details of action plans, projected profit and loss figures and controls (although these are important in the real world, of course).
Note: in a real world marketing plan it is unlikely that you would use referencing. While you might not use referencing in an actual marketing plan, you would definitely source your information from various company/industry reports and from journal articles. In this assignment you are required to make the use of such sources explicit through referencing.
Assignment Guide
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1. INTRODUCTION
While your assignment comprises only part of your subject grade, it serves an important function in helping you focus on the concepts and clarify your learning. In this sense, the assignment prepares you for the exam, which is much more heavily weighted. Scoring well on the assignment can sometimes mean the difference between a pass and a fail for the subject – or a high distinction versus just a distinction.
This Assignment Guide:
? provides advice on how to approach an assignment (in Section 2 below);
? shows the basic expected format of an assignment (in Section 3);
? discusses the importance of referencing and explains referencing expectations at AIB (in Section 4);
? explains issues of academic integrity and how you can avoid plagiarism (in Section 5);
? includes an example of an AIB assignment with feedback/comments (in Appendix A).
2. TEN-STEP APPROACH TO WRITING ASSIGNMENTS
The following provides a recommended ten-step approach to writing assignments. It is strongly recommended that you follow these steps in sequential order in order to address your assignment requirements.
Step 1. Read, understand and address the assignment question
Carefully read the assignment question and make sure you understand clearly what is being asked. Your submission must be responsive to the assignment question. By doing this you will know what you need to do, how to do it and whether you need some form of assistance to finish the assignment.
Furthermore, make sure you check the word count and make sure you understand what is required. The word count should be used as a guide as to the desired length of your written assignment.
Then, consider the subject of the assignment and who will read it. Do the assignment instructions suggest that the assignment should be aimed at a particular manager of a particular organisation? If no particular manager is mentioned in the instructions, assume that the marker/ instructor will be the audience. Whoever the reader is, aim the assignment at your audience and keep in mind their requirements and knowledge.
Step 2. Do background reading and jot down notes
Do some brief background reading around the topic, starting with your textbook, jotting down the main concepts and ideas that seem relevant. Is there any relevant history related to your
Assignment Guide
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topic? OrIs there any important detail that will be of high significance to the future? Are there any important people involved? Knowing such details will give you a better idea as to how to start and finish your assignment.
Step 3. Organise your assignment
Make a tentative, organised list of headings and some sub-headings and topics about important issues that will have to be addressed. Inform yourself as to how Table of Contents (TOC) fields are formatted in MS Word, or other word processing application you may be using; and how to update the page numbers for your Table of Contents as your composition grows and evolves. Fine-tune your listing of subject headings as you start gathering information about the assignments topics. Organisation is always the key to a well-written assignment. It not only gives you direction as you write, but it also gives your paper a certain level of professionalism.
Step 4. Collate information and note your sources for proper referencing
Gather information from articles and other credible sources (preferably from peer reviewed journal articles). Take notes and write down reference information about your sources (you may forget or lose them, otherwise). The AIB Style Guide has details of what information is required for referencing in the assignment; make sure you collect all that information when you first have your hands on the source of information. Collecting all the necessary information for proper referencing as soon as you encounter the source will save you precious time during the course of your writing. The list will also come in handy if you want to double check information.
Step 5. Organise your notes bearing in mind the marking criteria
Organise your notes and finalise the outline with its headings and sub-headings and topics. Consult the assignment details and the marking criteria for your assignment (with their weightings for various criteria). Bear these in mind as you plan and write the assignment. Comparing your outline with the assignment details will let you know if you have covered everything that the assignment requires or if you have included something that is irrelevant. It will give you a chance to finalise your outline before proceeding with the actual writing.
Step 6. Start writing the assignment
Then, and only then, start writing the assignment in the appropriate format. AIB assignments are written in standard report format. Remember to note the sources of information as you write; after all, you have to ensure you place appropriate in-text citations in your report. We recommend you use the Office Word Format/Font command set to Calibri 12 point (which is the font used in this document), and the Format/Paragraph command set to 1.5 line spacing. Details about report format, referencing and writing style can be found in the AIB Style Guide.
Step 7. Re-read and re-write your assignment
Re-writing is essential. Make sure you add or delete appropriate words or paragraphs and check the spelling and grammar. Prior to re-writing, read and re-read your draft. Check
Assignment Guide
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whether the flow of thoughts is clear and maintains continuity. Check for any grammatical errors, spelling mistakes and/or improper use of periods, commas or question marks. Make sure you read your assignment carefully to check for errors or omissions. Lastly, ensure that you adhere to the required word count, and add / delete words as necessary.
Step 8. Write the Executive Summary
Now write the Executive Summary. This is the summary of the entire assignment. Include only salient points of your assignment. It is called a summary because it is supposed to be brief and comprehensive.
Step 9. List the references
Add a formal Reference List according to the requirements of the AIB Style Guide.
Step 10. Submit the assignment
Submit the assignment to AIB. Remember to provide a word count on the title page; the word count includes all text from the Introduction section through to the beginning of the References section (that is, do not include the Executive Summary/Abstract, References or Appendices in the word count).
3. BASIC FORMAT OF AIB ASSIGNMENTS
Assignments (and projects) at AIB should be submitted using a report format. The basic sections of the report format are listed below. You are required to follow this format – unless the assignment details for a particular subject specifically ask you to use a different format.
Details about the report format are available in the AIB Style Guide.
Title page
Executive Summary
Table of Contents
1.Introduction
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