MN7032SR

Marketing in the Digital World

Academic Year 2025/26

AS 2, Individual Written Work with 2,000 (+/-10%) words

First Marker:

Second Marker:

Assessment criteria

Level of achievement

1st Marker

2nd

Marker

Executive Summary and Recommendations

(15 marks)

An overview of the key points and recommendations of your marketing plan. (15 marks)

Set and justify Marketing Objectives

(10 marks)

Provide a SMART marketing Objectives (10 Marks)

Positioning strategies given the target audience

(15 marks)

Justify your targeting and positioning strategy using models such as STP (10 marks)

Show a positioning map with 5 key competitors (5 marks)

Marketing Mix: Product / Service Plan, Distribution Channels, Pricing, Communications.

(25 marks)

Provide a Customer Value Proposition based on STP analysis. (10 marks)

Provide recommendations on the marketing mix (4Ps + 3Ps) for ComfortAir Plc. (15 marks)

Market Entry Options

(15 marks)

Provide recommendations regarding the market entry strategies (10 marks)

A justification of your suggested market entry method (5 marks)

Outline Controls and Metrics

(10 marks)

What are the Key Performance Indicators (KPI) would you use? (5 marks)

List the key risks and contingency plans (5 marks)

Presentation

(10 marks)

Demonstrate professional

· academic writing skills,

· in-text citation and references

(10 marks)

Total (100 marks)