Task:
Description
The Asia Pacific College of Business and Law at Charles Darwin University is launching a new MBA course focusing on sustainable leadership in January 2022. Details about this MBA Sustainable Leadership course can be found . You are required to prepare a 6-month marketing plan/program for this new MBA course.
Structure and Specific Tasks
This assessment focuses on key aspects of a marketing plan, which should include the following:
Title: Provide a captivating title that attracts readers
Table of Contents (excluded from the word limit)
1. Target Market: Identify and describe the target market for the course using segmentation variables such as geographic, demographic, psychographic and behavioural factors. Note that you can target multiple market segments.
2. Marketing Objectives: Establish the objectives for the marketing plan. Note that these objectives should be clear, quantitative, measurable, realistic and time-bound.
3. Positioning strategy: Describe how the course will be positioned. (A positioning statement and/or positioning map should be developed).
4. Marketing mix: Describe the marketing mix elements that will be used (7Ps: Product (Service), Price, Promotion, Place, People, Process, Physical evidence)
5. Schedule: Schedule the marketing mix/activities with a timeline. An example of marketing schedule is provided on the Learnline site.
6. References: Provide references to any secondary sources used, following CDU Harvard referencing style. (excluded from the word limit)
General Format and Guidelines
1. The plan should be well written, consistently following Australia English writing conventions, properly spell checked and proofread. Formatting guidelines are:
a. Page size, margins and line spacing: A4 page size and Normal margins (2.54cm each for left, right, top and bottom), 1.5 line spacing for body text, headings and subsections
b. Title: 14pts, bold, Times New Roman or Calibri, 6pts space before and after
c. First Heading: 12pts, bold and underline, Times New Roman or Calibri, 6pts space before and after
d. Second heading or sub-section: 12pts, bold and italic, Times New Roman or Calibri, 6pts space before and after
e. Body text: 12pts, Times New Roman or Calibri, 6pts space before and after, 1.5-line spacing, left indentation (first line)
2. Follow the structure mentioned above with headings (main sections) as advised. However, subsections of your choice can be added for better organisation of the plan.
3. Avoid using jargons and contractions. Acronyms should be mentioned in full for the first time.
4. Cite tables and figures properly, if any, following CDU Harvard referencing style consistently across the plan.
Note:
1. It is important to consult the assessment details and allocation of marks for the various components of the plan.
2. When you use any secondary resources including journal articles, do not forget to cite the resource properly if the information is not a 'common knowledge'. CDU Harvard referencing style should be used consistently across the plan
3. Submission of the assessment should be made according to instructions given below and in time to avoid delayed-submission marks deductions.
4. Remember to submit a draft of the assessment for plagiarism check before final submission.
