Strategic Marketing

The module assessment comprises of one individual REPORT

Individual Report Task: Develop a strategic marketing plan for Wilmar International for a period of five years, Include effect of Pre & Post Covid.

Some examples of the prospective areas of focus could be (but not limited to):
    Branding strategy
    Internal marketing strategy
    Social media marketing strategy.

Format: A Business Report

Outline for your report:
    Title of your report
    Introduction – Brief introduction on the content of your report.
    Background – Provide a brief overview of the Wilmar International (including mission and corporate strategy) and the focus of your report.
    Main Body Present identified issues, define objectives, propose marketing strategies to achieve these objectives, and predict future outcomes.
    Conclusion – Briefly summarise and conclude your report
    References Provide evidence to support your discussion (e.g. academic papers, trade press, newspaper references, etc.).

High marks will be awarded for work that demonstrates excellent understanding surrounding the key issues and a well-structured systematic discussion. You are expected to have read widely around the subject area and have been able to integrate this reading to support your analysis, proposed plan and outcomes. 

Additional Information:
Articles in academic journals, or those suggested in the Readings, will cover the generic theories covered in the lectures, but will not provide you with detailed information on your organisation. 
You are likely to find information on the company website, in the trade press, newspaper articles, etc.  In some instances, you might find very limited material.  In such cases, think in terms of the following: (1) how can you collect such information and (b) how can you demonstrate to me that this information is reliable. For example, you could collect your own data on e.g. pricing through visiting a number of retail outlets, phone calls, and interviewing marketing director/manager etc.  You could include photographs to document promotional campaigns, etc. Include footnotes, or endnotes to explain how this information was collected. Please document any effort you made to collect information, even if it was unsuccessful.
To critically analyse the marketing strategies adopted by your case of studies you will need to link the information you have collected about your organisation with the theoretical, and often very general, literature that is presented in academic journals, and textbooks. 

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