www. 1
eumunich.com
Exam Version
A
FINAL ASSESSMENT
Topic: Write a Marketing Plan
You have just been hired as the new marketing manager for a company and have been asked to create
a marketing plan in the next four weeks for the coming year 2021.
Please choose from one of the following four startup companies which will become your employer.
You can also come up with your own company idea; however, if you do so you must have your idea
approved by your lecturer at the end of week one (October 9, 2020).
- A newly founded Munich based company wants to enter the European fashion and sport
market with new shoelaces. The products are for both male and female customers, follow a
sustainable production process (made in Europe), have a colorful and fresh design, and are
mid to high priced. The products should be sold both online as well as in selected retail stores.
The expected turnover in the first fiscal year is €500.000. The yearly marketing budget should
be 12% of the yearly turnover. - A newly founded Munich based company wants to enter the European tennis market with a
new collection of tennis apparel. The products are for both male and female customers, follow
a sustainable production process (made in Europe), a colorful and fresh design, and are mid
to high priced. The products should be sold both online as well as in selected retail stores. The
expected turnover in the first fiscal year is €500.000. The yearly marketing budget should be
12% of the yearly turnover. - A newly founded Munich based company wants to enter the European market for sunglasses.
The products are for both male and female customers, follow a sustainable production process
(made in Europe), a colorful and fresh design, and are mid to high priced. The products should
be sold both online as well as in selected retail stores. The expected turnover in the first fiscal
year is €500.000. The yearly marketing budget should be 12% of the yearly turnover.
Student Name:______________________________________________
Please print your entire name in capital letters (Last Name, First Name)
GRADE:_% FINAL ASSESSMENT
Marketing Management
Lecturer: Maximilian Marten
Course Code: BCO112
Fall 2020
www. 2
eumunich.com - A newly founded Munich based company wants to enter the European market for high quality
olive oil. The products are produced in southern Europe, are mid to high priced and have a
premium quality. The products should be sold both online as well as in selected retail stores.
The expected turnover in the first fiscal year is €500.000. The yearly marketing budget should
be 12% of the yearly turnover.
After you chose your company, come up with a name for it. In addition to the founder of the company,
there is also a sales manager who is responsible for the e-commerce set up as well for all key account
and field account activities.
During the four-week course, you will be introduced to the key elements that are essential for a
marketing plan. You are asked to demonstrate your understanding of the course material and include
this course material within your marketing plan.
The marketing plan must include the following six sections: - Executive Summary: brief summary for senior management of the main goals and
recommendations. - Situation Analysis (context): relevant background data on the market, competitors, and
various forces in the macroenvironment. - Target Groups: Define and discuss the main target groups and their respective buyerpersonas.
- SWOT: In depth analysis.
- Marketing Strategy: definition of the mission, marketing objectives and “game plan”.
Define the groups and needs that the market offerings are intended to satisfy. - Marketing Budget: Show the expected costs of marketing for each “game plan” actions
defined.
www. 3
eumunich.com
REQUIREMENTS
Structure of the Marketing Plan - Cover page: The first page must contain the full student name, the logo of the school, the
name of the course and the name of the lecturer. - Introduction Summary: Present the aim of your work and the questions it will address; the
objectives of your work must be clear. - Analysis: Discuss all the sections of the plan listed above.
- Recommendation: Explain potential marketing actions to be implemented to meet the goals
set in the plan. - Bibliography: You should use the Harvard Referencing System.
- Appendix (if needed)
Additional Requirements - Students must consider the use of theories and models, the flow and progression of their
critical analysis, overall clarity, structure, and coherence of their answers. - All statements made must be supported by facts, figures and references.
Word count: The business plan should count between 1.500 to 2.000 words plus/minus 250 words,
excluding Title, Table of contents, Bibliography, and Appendices.
SUBMISSION INSTRUCTIONS
The work must be uploaded on the appropriate Turnitin folder created by the course Faculty Member
on Moodle.
The title of the student’s submitted file should contain the following information:
– Name of this course
– Name of the Faculty Member / Teacher
– Student’s full Name
– Student ID number
– Title of this assignment (Final)
The time-frame for this assignment is:
Release Date: October 5th 2020
Submission Deadline: November 1st 2020
The assignment must be submitted (uploaded into Turnitin) to the link provided by the course Faculty
Member and indicated on the Moodle page of this course.
www. 4
eumunich.com
GRADING PERCENTAGE
97-100 A+ 87-89 B+ 77-79 C+ 67-69 D+
93-96 A 83-86 B 73-76 C 63-66 D
90-92 A- 80-82 B- 70-72 C- 60-62 D- 0-59 F
This assessment counts for 100% of the overall course grade
www. 5
eumunich.com
GRADING CRITERIA
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge &
Understanding
(20%)
Student
demonstrates
excellent
understanding of the
task, the key
concepts, applies
theory where useful
or necessary, and
uses vocabulary in
an entirely
appropriate manner.
Student
demonstrates good
understanding of
the task and
mentions some
relevant concepts
and demonstrates
use of the relevant
vocabulary.
Student
understands the
task and provides
minimum
conceptual and
theoretical support,
and uses only some
of the relevant
vocabulary.
Student understands
the task and attempts
to answer the
question but does not
mention key concepts
or uses minimum
amount of relevant
vocabulary.
Application
(30%)
Student applies fully
relevant knowledge
from the topics
delivered in class.
Student applies
mostly relevant
knowledge from the
topics delivered in
class.
Student applies
some relevant
knowledge from the
topics delivered in
class.
Misunderstanding
may be evident.
Student applies little
relevant knowledge
from the topics
delivered in class.
Misunderstanding is
evident.
Critical
Thinking
(30%)
Student critically
assesses in excellent
ways, drawing
insightful
conclusions based
on readings from
relevant authors.
Student also makes
clear and correct
citations and uses
the Harvard
referencing method
correctly.
Student critically
assesses in good
ways, drawing
conclusions from
relevant authors
and references.
Student knows how
to use the Harvard
referencing method
correctly.
Student provides
some insights but
stays on the surface
of the topic.
References may not
be relevant.
Student shows little
or no critical thinking
insights, does not
quote appropriate
authors, and does not
provide valid sources.
Communication
(20%)
Student
communicates their
ideas very well
organized and
extremely clearly
and concisely,
respecting word
count, grammar and
spellcheck.
Student
communicates their
ideas in an
organized manner
and concisely,
respecting word
count, grammar and
spellcheck
Student
communicates their
ideas with some
clarity and
concision. It may be
slightly over or
under the
wordcount limit.
Some misspelling
errors may be
evident.
Student
communicates their
ideas in a somewhat
unclear and unconcise
way. Does not reach
or does exceed
wordcount
excessively and
misspelling errors are
evident.