MARKETING

MARKETING Course work The overall objective of your coursework is to produce a strategic marketing plan for the bank of your choice. Step 1 – Introduction - Brief information of bank. Include background and numerical data (performance figures). Step 2 – Situation analysis - Conduct a detailed situation analysis (PESTLE, Porters Five Forces, Industry life cycle, BCG) of the bank – What is happening and how it might impact on your bank strategies and objectives? Step 3 – SWOT analysis - Conduct a SWOT analysis on the bank.

MARKETING Course work Step 4 – Marketing Objectives - Generate four marketing objectives based on your SWOT and present them in priority order. Every objective has to be SMART. Step 5 – Marketing Strategy - Identify, recommend and justify a strategy that the company can use to achieve the four objectives which you stated. Models such as Porters generic strategies or competitive advantage and Ansoff matrix can be used.

MARKETING Course work Step 6 – Marketing programmes – Draw up a series of four planned marketing actions which you have identified from the marketing strategies. Outline why you have chosen these actions and discuss how you will measure the success of chosen marketing activities. Other important points Business Report format needed. Tables and diagrams to be well labelled and cited. Spellings to be checked. APA convention style of referencing to be followed. ICP in-house style to be adopted.