Question – Produce a marketing plan which covers; Situational Analysis, Marketing
Objectives, Marketing Strategy, Marketing Implementation and Control (each element is
equally weighted irrespective of size)

a) Situational Analysis which must include the following audits, (20%)

Customer audit
Customer audit is to pull from the answers in 1b as well as the detail contained in the
case material. The focus should be upon the new product or service but some cross over is
allowed.

Internal audit
Internal audit is to focus on internal factors only, assumptions will need to be made and
need to be expressed. Look for a structure such as the 4m’s (Men, Money, Machines and
Marketing) as well as a structure to the marketing mix.

Market audit
This audit should cover both the macro (Pest/el), micro (5forces), competitor audit(4 Ms)
again assumptions need to be made and should be expressed but there is no need for models
to be explained just used and referenced.

b) Marketing Strategy (20%)
A strategic model should be used such as Ansoff (expect a SWOT from SA
mapped onto the 4 strategies) or Porter’s generics

c) Marketing Objectives (20%)
SMART objectives, Clear targeting of existing customers and external (including sequencing)
with a clear position proposed. I expect frameworks such as AIDA depending on buyer type.

d) Implementation (20%)
Marketing mix decisions should cover the 7or 4p’s (as is appropriate) with details of the
promotional mix to launch the product/service range. A Gannt chart is required.

e) Control (20%)
This should follow the SMART objectives and not be a general statement of
control loops

Students need to answer all 5 sections to have the best chance of passing and there is
plenty of opportunity to bring into their answers the various marketing models and
frameworks discussed in the module

Dougherty, A. Michael (2009) Psychological Consultation and Collaboration in School and

Community Settings (5th ed), Belmont, CA: Brooks/Cole. ISBN: 0495507806
4.2 Checking for Understanding
Using the ideas from the PowerPoint and the Dougherty reading, describe four competencies
that are important for consulting with people from different cultures. (1 page)
4.3 Story from the Field Discussion
Respond to the Story from the Field (found below). Describe which particular human
relations skills would be most important for the consultant to utilize in this particular
situation. How could he or she use these skills to enhance the consultee’s cooperation in
problem-solving? (1 page)
Consulting with a Hospital Department Manager
You are a staff member of the human resources department of an urban hospital. Your
supervisor has told you to consult with the head of nursing in the hospital regarding
conflicts within her department that have led to recent resignations of several nurses and
a shortage of nurses in the hospital. Your task is to help the nursing supervisor improve
morale among the nurses and deal with infighting regarding the responsibilities of nurses
within different areas of the hospital.
Background
The head of nursing has a 35 year long career as a nurse and nursing supervisor, and
she has worked at the hospital for 20 years. She is widely regarded as an expert on nursing
but lacks some skills in dealing with administrative supervision of personnel. She refused
to seek help with her employee issues until she was directed to by the hospital CEO.