The purpose of this assignment is to develop learners’ ability to develop a marketing plan for a product of an organization and that the marketing plan is to be implemented next year.
Assume you are the Marketing Director of Open University Malaysia (OUM) and you are required to prepare a marketing plan for the program Bachelor of Business Administration for OUM for a specific market in which you consider there is scope for developing a better offering and to explain how this might be done profitably by your department. You are required to analyze how a particular market might be conceptualized better and exploited profitably. Your marketing plan must include the following details: A brief history of OUM and her CEO Current business situations Opportunities and threats facing the business Marketing goals set by the top management Marketing strategies of OUM How these strategies will be implemented Financial data e.g. sales projections, break even analysis The marketing plan should follow the following format:
Executive Summary Table of Contents Body Organization Background and Objectives Situation/Market analysis Company Analysis/SWOT Analysis Competitor Analysis Marketing Strategy Marketing Tactics/Activities Financials Implementation and Control References Appendices
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