Strategic Marketing Planning

Assessment Information


This assignment is an individual assessment, consisting of a report.


Your individual report will consist of a future marketing strategy for the gaming organisation you represent. Expected content will address what the business is currently doing, what is happening in its environment, and what the organisation should do following that. The structure of the report should be as follows:

  • Cover page
  • Table of contents
  • Executive summary (indicating what the document is about, how it’s organized, and what the main points are)
  • Business purpose or mission (should include an overview of the company)
  • Portfolio analysis
  • Market analysis (must include a SWOT analysis)
  • Recommended core strategy
  • Recommended competitive positioning development
  • Recommended marketing mix
  • Conclusion
  • References
  • Appendices (if applicable)

You are expected to utilise and reference models and frameworks learned in the module.

This assessment should have no more than 2000 words.


Criteria for Assessment

This assignment is designed to assess learning outcomes:

LO1. Demonstrate knowledge and understanding of marketing planning theoretical frameworks to design, implement and critically evaluate a marketing plan;

LO2. Critically analyse, problem solve, and apply marketing concepts and techniques effectively.


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