Question: Produce a marketing plan which covers; Situational Analysis, Marketing Objectives, Marketing Strategy, Marketing Implementation and Control (each element is equally weighted irrespective of size)
a) Situational Analysis which must include the following audits:
Customer audit:
Customer audit is to pull from the answers in 1b as well as the detail contained in the case material. The focus should be upon the new product or service but some cross over is allowed.
Internal audit:
Internal audit is to focus on internal factors only, assumptions will need to be made and need to be expressed. Look for a structure such as the 4m’s (Men, Money, Machines and Marketing) as well as a structure to the marketing mix.
Market audit:
This audit should cover both the macro (Pest/el), micro (5 forces), competitor audit(4 Ms) again assumptions need to be made and should be expressed but there is no need for models to be explained just used and referenced.
b) Marketing Strategy:
A strategic model should be used such as Ansoff (expect a SWOT from SA mapped onto the 4 strategies) or Porter’s generics
c) Marketing Objectives:
SMART objectives, Clear targeting of existing customers and external (including sequencing) with a clear position proposed. I expect frameworks such as AIDA depending on buyer type.
d) Implementation:
Marketing mix decisions should cover the 7or 4p’s (as is appropriate) with details of the promotional mix to launch the product/service range. A Gannt chart is required.
e) Control:
This should follow the SMART objectives and not be a general statement of control loops
Students need to answer all 5 sections to have the best chance of passing and there is plenty of opportunity to bring into their answers the various marketing models and frameworks discussed in the module
Dougherty, A. Michael (2009) Psychological Consultation and Collaboration in School and
Community Settings (5th ed), Belmont, CA: Brooks/Cole. ISBN: 0495507806
Checking for Understanding:
Using the ideas from the PowerPoint and the Dougherty reading, describe four competencies that are important for consulting with people from different cultures.
Story from the Field Discussion:
Respond to the Story from the Field (found below). Describe which particular human relations skills would be most important for the consultant to utilize in this particular situation. How could he or she use these skills to enhance the consultee’s cooperation in
problem-solving?
Consulting with a Hospital Department Manager:
You are a staff member of the human resources department of an urban hospital. Your supervisor has told you to consult with the head of nursing in the hospital regarding conflicts within her department that have led to recent resignations of several nurses and a shortage of nurses in the hospital. Your task is to help the nursing supervisor improve morale among the nurses and deal with infighting regarding the responsibilities of nurses within different areas of the hospital.
Background:
The head of nursing has a 35 year long career as a nurse and nursing supervisor, and she has worked at the hospital for 20 years. She is widely regarded as an expert on nursing but lacks some skills in dealing with administrative supervision of personnel. She refused to seek help with her employee issues until she was directed to by the hospital CEO.