Explain the role of the marketing plan within the context of the organisation’s strategy and culture and the broader marketing environment (ethics, corporate social responsibility, legal frameworks, and sustainability).

Strategic Marketing
Main Objective of The Assessment
The individual coursework intends to assess the following learning outcomes:

1. Explain the role of the marketing plan within the context of the organisation’s strategy and
   culture and the broader marketing environment (ethics,
   corporate social responsibility, legal frameworks, and sustainability).
2. Develop SMART marketing objectives and plans based on a critical evaluation of the
   organisational context and of the market and the competition.
3. Synthesize sources of appropriate marketing information and marketing research
   requirements for the strategic marketing decision.
4. Define and use appropriate measurements to evaluate the effectiveness of strategic
   marketing plans and activities.
   Description of the Assessment
   You are to assume the role of a marketing analyst or marketing consultant, and you have been
   approached by an SME based in the UK (approximately, hiring no more than 500 employees, with
   an annual turnover less than £50 million), which are keen to adopt at least two of the United
   Nation’s 17 Sustainable Development Goals, or SDGs, (https://sdgs.un.org/goals) as their
   organizational objectives. They would like you to help them do a marketing plan to establish and
   maintain competitive advantages and to achieve these goals.
   The marketing plan should address the key strategic marketing decisions they must make so that the
   company can maintain sustainable competitive advantage and achieve its organizational objectives
   while focusing on at least 2 of the SDGs. For example, a small/medium healthcare service can focus
   on SDG 3; a small/medium city hotel can focus on SDG 7; a small/medium clothing manufacturer
   can focus on SDGs 12; a small/medium gardening centre can focus on SDG 11; and so on.
   Note: You should provide evidence to demonstrate that the SME in your coursework satisfies the
   SME definition above and is UK-based. Both for-profit and not-for-profit organizations are
   acceptable choices for this coursework.
   Required Structure
   The marketing plan should include the following components:
   oExecutive summary 300 words maximum.
   o Table of contents.
   Section1: Introduction.
   ✓Briefly introduce “why the need for this marketing plan”, “what SDGs are relevant” and “what
   strategic marketing decision(s) needs to be made.”
   Strategic Marketing
   Section 2: Marketing environment and internal resources
   • ✓ !The SDGs and their relationship to this SME need to be elaborated and thoroughly
   discussed.
   • ✓ !The external environment, both macro- and micro-environment factors, and the internal
   resources are discussed.
   • ✓ !Appropriate performance metrics need to be chosen to demonstrate the challenges both
   inside and outside of the organization.
   2: Marketing environment and internal resources.
   Section 3: Marketing objectives and recommended action plan
   • ✓ !The objectives should be clearly explained. They must be SMART; i.e., the Specific
   metrics should be chosen and justified (Measurable). The
   plan to implement the recommendations should be Actionable. The metrics chosen and the
   plan to achieve them should be justified as
   appropriate and Relevant. The Timeline for the planned marketing activities should be as
   specific as possible.
   • ✓ !Although no data need to be presented to show the effectiveness of the marketing plan,
   this section should explain what data sources and what data collection methods would be
   used to arrive at the metrics, used in evaluating the effects of the plan.
   Section4: Conclusion.
   ✓Be brief, 1-2 paragraphs. No new analysis, findings, or recommendations.
   ✓o References list.
   ✓Bibliography, sources used in the report. Harvard referencing style must be adopted
   ✓o Appendix.
   ✓Optional. Include only supplementary, succinct material. Strictly NOT to be used as an alternative
   location for materials (e.g., tables, images, etc.) that should appear in the main text.
   Throughout the marketing plan, choose to focus on at least three relevant and appropriate
   marketing metrics. These metrics should be used to explain the strategic marketing situation, the
   objectives, and the action plans.
   Your marketing plan must be developed with a clearly argued rationale, based on academic
   literature and real-world industry and market secondary information, to support your recommended
   marketing strategies.
   The marketing plan aims to assess the knowledge of strategic marketing management through
   examining current developments in marketing practice of a real-world organization. It addresses the
   subject of marketing at a strategic level, bringing in together modern-day marketing thinking and
   Strategic Marketing
   practice. The marketing plan is a systematic way of strategic decision making. The marketing plan
   helps students develop detailed knowledge of strategic marketing management through the study of
   the planning cycle, strategy, planning and control in the management of the marketing mix.
   Length requirement
   The coursework should not exceed 3,000 words.
   • You should report the total word count in Sections 1 to 4; that is, from Introduction to
   Conclusion.
   • You should not count CBASS coursework e-coversheet, table of contents, executive
   summary, references list, appendix (if any).
   Typographic guidance
   • Page setup: A4, normal 1-inch margins, 1.5 line spacing. Pages must be numbered.
   • Headings and subheadings: Arial, Times New Roman, or Calibri; 11-point minimum.
   • Body text: Arial, Times New Roman, or Calibri; 11-point, justified.
   • All tables must be editable text-based, not images.