6SSMN315 Marketing Strategy and Planning
1
6SSMN315 – Marketing Strategy and Planning
Assessment 1 – Individual Coursework
(50% of total module grade)
Lead Instructor: Dr. John Bredican Instructor’s
email:
John.bredican@kcl.ac.uk
Submission
Deadline:
via KEATS by 9::::
on Monday =th April
@:@A.
Submission
checklist
9. File saved as
[ModuleCode_CandidateNumber]
@. Word count (9,M:: words)
File format for submission (.pdf/.docx)
The Task
Individually, you are tasked with creating a new product innovation, or a new brand extension
that uses your advanced knowledge of strategic marketing applied to a specific firm operating
in the UK. You are encouraged to be highly innovative and unique. You will select a “client”
firm, then produce the business case that is supported by marketing theories, concepts and
research. Two important questions to keep in mind are: how truly innovative or out of the box
the idea is (the more innovative / radical the better), and how realistic it is in terms of your
approach to overcoming resistance and implementing it. There are two elements of the
project:
1. A live elevator pitch (designed for formative feedback)
2. A professional report.
Module Learning Outcomes Assessed
9. Learning outcome 9: Appreciate the role of marketing strategy & planning.
@. Learning outcome @: Assess available environmental scanning tools and their relevance.
U. Learning outcome U: Critically evaluate the various stages and processes of marketing strategy
and planning.
M. Learning outcome M: Develop appropriate marketing strategies.
A. Learning outcome A: Make an informed choice of the most appropriate means to implement a
marketing strategy.
6. Learning outcome 6: Understand the various tools to control via monitoring and evaluation of a
strategy.


2
Assignment Details and Structure
1. Elevator Pitch
In the week of the 7th lecture, you will have approximately 2 minutes to pitch your idea to an
“investor”. He or she will not grade you but provide you with valuable verbal feedback to assist
you in producing the professional report. (There may be time constraints so some students can
submit a video elevator pitch but please confirm with the module leader).
Warning: Do not present to the investor if you have not prepared an elevator pitch. “Just
running an idea past the investor” is not professional and not appreciated and not the best use
of their time. These are real investors, it is what they do for a living, I encourage you to be
respectful of this. If you are not ready, you can submit a short video. The elevator pitch is not
compulsory, but a unique opportunity to receive formative feedback.
2. Professional Report: Presentation with presenter notes
The coursework project consists of a professional presentation with presenter notes (1,400
words [+/10%] + any exhibits/ appendices) should be professional and ready to present to your
client / CMO. While the elevator pitch helped you organise and simplify your ideas, detail in this
report is critical. The report needs to tell a convincing story about your innovation proposal and
the supporting analysis and evidence that comes from your application of marketing and
management theories and concepts.
You are required to submit the presentation in the printout option that places the presenters
notes below the corresponding slide. The presenter notes should be used to complement and
support the slides. The slides should focus on the key aspects and include visuals and diagrams
if appropriate. The presenter notes provide further elaboration of your slide and provide
greater coherence for your reader.
Max number of slides: 12 (does not include cover slide, exec summary or contents). You can
include up to EIGHT “supplemental slides or appendix slides” and / or 4 pages of text.
The cover page, exec summary, contents and reference list should not be presented in a slide
format – they should be written on a normal A4 page (like a normal report style).
The report must be typed in Times New Roman 9@ point, 9.A spacing with @.A centimetres margins.
General Submission Requirements
Assessment submission instructions:
9. File saved as [ModuleCode_Student number]
@. Word count: (9,M:: words);
U. File format for submission (.docx)
M. The report presenter notes should be Times New Roman 12 point, 1.5 spaced, your document
should have 2.5 centimetres margins (so that your presentation is coherent on Turn It In).
5. You must cite all references using Harvard referencing or APA. A very full, detailed and easy to use
guide to the Harvard System of Referencing (6th edition) can be found at:
https://library.aru.ac.uk/referencing/harvard.htm



3
Assessment Support Information
Students are encouraged to meet with the module leader during Office Hours or by appointment though
there should be ample opportunity to do this in class as there is a U hour workshop. Use me as a sounding
board, for your ideas. I really want to hear your ideas BEFORE you present to the investors. [I have
innovated quite a number of new products and services myself and also invest in businesses].
Lecture =, you will have approximately @ minutes to pitch your idea to an “investor”. He or she will not
grade you but provide you with valuable feedback to assist you in producing the professional report.
(Students can also submit a video elevator pitch, but are encouraged to clarify this with the module leader).
While grammar and spelling are not specifically graded, it is expected that your document be error- free
and ready for “publication” to your client for their investment in your ideas. Please note that this report is
6:% of your total mark for this module. Please ensure you review the rubric.
Suggested structure for your report
Report Section title Report Section Description Executive Summary A short but dense section that supports and details your innovation Marketing Analysis (insights) and strategy
Provide the key findings of your marketing analysis, which you have done by applying marketing and management theory and concepts to evidence you have researched. [You may want to use your appendix to develop your analysis in detail to support your key points] Innovation & tactics Detail your innovation (new product, brand extension), the critical analysis and marketing concepts that support it and projections on how it will work in practice. Implementation Plan Present your implementation plan of your proposed innovation proposal and also include supporting information (e.g. next steps, simple budget, roll-out plan, tactical metrics – etc)

Marking Criteria
How you will be assessed is provided below: Please see the Rubric on page M
Academic Integrity:
It is important to familiarize yourself with King’s College London’s policies and procedures on academic
matters. The Code of Behaviour on Academic Matters pertains to all students and faculty at King’s College
London. It is an offence for a student knowingly to represent as one’s own any idea or expression of an idea
or work of another in academic examination or term test or in connection with any other form of academic
work, i.e. to commit plagiarism.





6SSMN315 Marketing Strategy and Planning

4
Aspect/Weighting F (0-23) D (60-63) C (80-83) B (60-63) A (;0+)
Content / Analysis
[20%]
Limited evaluation and
synthesis of issues and
material. Important content
and /or analysis may be
missing. Limited cohesion
of the deliverable.
Acceptable evaluation &
synthesis of issues and
material, though some
elements may be missing or
underdeveloped.
Some critical evaluation and
synthesis of key issues and
material. Some areas of the
content / analysis may be
underdeveloped. Cohesion of the
arguments / narrative is proficient
Good critical evaluation and
synthesis of the key issues &
material. Some room for further
deeper analysis and content may be
evident. Arguments / narrative are
cohesive
Outstanding critical and insightful
evaluation. Strong synthesis of
complex issues and material with
some original insight evident.
Arguments / narrative is cohesive
and to a high standard
Demonstrates depth of
KNOWLEDGE and
UNDERSTANDING of the
appropriate and relevant
theories, concepts, and
frameworks. [X8%]
Very limited knowledge or
understanding of models,
theories and frameworks
appropriate and relevant for
various aspects of analysis.
Limited understanding of
basic issues.
Demonstrates limited level of
knowledge or understanding of
models, theories, concepts, and
frameworks appropriate and
relevant for various aspects of
analysis. Some understanding of
some of the key issues.
Demonstrates a reasonable level of
knowledge and understanding of
models, theories, concepts, and
frameworks appropriate and
relevant for various aspects of
analysis. General understanding of
the key issues
Demonstrates a good level of
knowledge and understanding of
models, concepts, theories, and
frameworks appropriate and
relevant for various aspects of
analysis. Very good understanding
of the key issues.
Demonstrates a very good level of
knowledge and understanding of
models, theories, concepts, and
frameworks appropriate and
relevant for various aspects of
analysis. Strong understanding of
the key issues.
Quality of effective options
and /or problem solving,
conclusions and / or
recommendations [X8%]
Unsubstantiated
recommendations, largely
anecdotal. Synthesis,
analysis, and conclusions are
not developed from ideas
brought forth
Synthesis, analysis, and
conclusions / recommendations
are rudimentarily developed
from ideas and barely meet
expectations for this level.
Synthesis, analysis, and conclusions
/ recommendations are attempted
with some success which meet
expectations for this level.
Synthesis, analysis, and conclusions
/ recommendations are attempted
with success which meets
expectations for this level.
Synthesis, analysis, and
conclusions / recommendations
are attempted with great success
which meets expectations for this
level.
Referencing, Presentation,
writing mechanics: style,
format, length,
punctuation, and syntax
[X0%]
Limited visuals loosely linked
to material. Poor coherence
of ideas or information;
poor task connection.
Citations, reference list are
incomplete or poorly
detailed Quantity and/or
quality is notably poor.
Notable errors and/or
questionable credibility.
Writing mechanics: the
style, format, length,
punctuation and/or syntax
are NOT appropriate for this
level.
Some visuals related to the
material. Headings are largely
one or two words and fail to
develop a narrative. Some ideas
/ information flow but focus is
lost at key times. Would not be
acceptable if presented to
management of an organisation.
Attempt to provide citations &
reference list of adequate detail.
Notable errors, quantity and/or
quality of references is varied.
Punctuation, style, length, and/
or syntax etc maybe marginally
appropriate.
Good visuals related to the material.
Headings infrequently set up the
page and tell a largely incoherent
narrative. Most ideas / information
flow but focus may be lost at times.
Good use of course material, and
the task / case material. Citations
and references with minor errors
may be evident but of reasonable
accuracy. Quantity and quality of
references may be variable with
some weak or questionable credible
sources used. Some issues with level
of professionalism. Generally,
follows requirements. Style, format,
length, syntax is mostly correct.
Visuals support the material. Some
headings may have inconsistent
narrative. Clear flow of ideas /
information, logical interesting
sequence. Connection to the task /
case is clear and reasonably
consistent citations and reference
list with some minor errors maybe
evident. G. quality / quantity of
academic and mkt-based sources
used. A largely professional format.
Writing mechanics: the style,
format, length, punctuation and/or
syntax are consistently correct in all
forms & level appropriate.
Compelling visuals related to the
material. Good clear headings and
/ or good use of kickers. Clear flow
of ideas, logical engaging
sequence. Connection to the task
is clear and consistent. In-text
citations & refs are very accurate.
G. quality / quantity of academic
and mkt-based sources used.
Well-structured in a professional
format. Follows the requirements.
Style, format, length, punctuation
and/or syntax are consistently
correct in all forms.


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