BUMKT5902 Marketing Management Assessment 2 Marketing Plan Report Semester 1 2026

Marketing Management

Semester 1, 2026

Assessment 2: Marketing Plan Report

Due Date: Week 11, Sunday 31 May 2026, 11:59 PM
Submission: Online via Moodle Turnitin
Weighting: 40% of final grade
Word Limit: 3,000 words (±10%, excluding executive summary, references, and appendices)

Assignment Overview

This assessment requires you to develop a marketing plan report for a new product (good or service) launched by an existing Australian or international company of your choice. The plan must demonstrate application of key marketing theories and concepts covered in the course. Select a real company operating in a competitive market and propose a realistic new product that addresses an identified opportunity.

Report Structure

Organise your report using the following headings:

• Title page
• Executive Summary
• Table of Contents
• 1.0 Introduction
• 2.0 Company Background and Industry Overview
• 3.0 Macro and Micro Environmental Analysis
• 4.0 SWOT Analysis
• 5.0 New Product Overview
• 6.0 Segmentation, Targeting and Positioning (STP)
  • 6.1 Market Segmentation
  • 6.2 Target Market Selection
  • 6.3 Positioning Strategy
• 7.0 Marketing Mix Recommendations
  • 7.1 Product
  • 7.2 Price
  • 7.3 Place (Distribution)
  • 7.4 Promotion
• 8.0 Conclusion
• References
• Appendices (if required)

Formatting Requirements

• Use report format with clear headings and sub-headings
• Third-person academic writing only
• 12-point Arial or Times New Roman font, 1.5 or double line spacing, justified text
• Page numbers in footer (Executive Summary and Table of Contents use Roman numerals)
• APA 7th edition referencing style
• Minimum 20 academic references expected
• Tables and figures must be labelled and referenced in text

Assessment Criteria

Sample Response Excerpt (Section 6.3 Positioning)

Positioning the new plant-based protein bar as a premium, sustainable performance snack differentiates it from mass-market competitors. The proposed perceptual map places the product in the high-quality/high-sustainability quadrant, appealing to health-conscious millennials who prioritise ethical consumption. This positioning aligns with consumer trends toward environmentally responsible brands. Research indicates that 78% of Australian consumers aged 18–34 are willing to pay more for sustainable products (Roy Morgan, 2024). The tagline “Fuel Better, Live Better” reinforces functional benefits while emphasising environmental values. Consistent messaging across digital and retail channels will build brand associations with authenticity and performance (Keller, 2022). This strategy leverages the growing demand for ethical innovation in the snack category.

Suggested References (Harvard style)

• Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G. (2023) Marketing. 12th edn. Pearson Australia.
• Keller, K.L. and Brexendorf, T.O. (2022) ‘Strategic brand management in the digital age’, Journal of Marketing Management, 38(5-6), pp. 423–451. https://doi.org/10.1080/0267257X.2022.2057767
• Armstrong, G., Denize, S., Volkov, M., Huang, A. and Beatty, S. (2021) Principles of Marketing. 8th edn. Pearson Australia.
• Chitty, W., Luck, E., Barker, N., Sassenberg, A.M. and Shimp, T.A. (2023) Integrated Marketing Communications. 6th Asia-Pacific edn. Cengage.
• Pomering, A. and Dolnicar, S. (2020) ‘Sustainable marketing: The importance of consumer perceptions’, Journal of Cleaner Production, 267, p. 122163. https://doi.org/10.1016/j.jclepro.2020.122163