part a - rationale
activity 1 - 1.5 hours
introduction
marketing aims & objectives (3)
secondary market research - key findings
primary market research - key findings, validity & reliability
target market
primary & secondary research considerations
competition
trends
strengths (in)
weaknesses (in)
opportunities (ex)
threats (ex)
product life cycle
political
economical
social
technological
legal
environmental/ethical
activity 2 - 1.5 hours
reminder of aims & marketing objectives
marketing message for the campaign
marketing mix:
price
product
place
promotion
physical environment
people
process
promotion campaign activities
budget overview
timescale & gantt chart
conclusion