The Project Structure aims at having a clear idea of the project framed within academic literature and empirical evidence. It is based on the Draft Proposal, but it needs to go beyond and especially deeper into the understanding of the issues under analysis.
A good Proposed Project Structure will provide a clear indication of:
The framework where the project will take place,
The project’s argument supported by academic literature and data collection,
The gap in the market and company’s product/service range, and Market Research
The candidate’s understanding of the main challenges in the launch of the
The Project Proposal should be approximately 4000 words in length and should include the bibliography (properly referenced using the Harvard system) cited in the document (not included in the word count).
Tutor will evaluate if the Project Proposal is completed and consistent and therefore will allow Final Submission (see Tutor Feedback Form).
Appendix II. Marketing plan MIM and MITB sample structure and rationale
Industry (external) analysis
Company (internal) analysis
Market Research (including identification of needs)
Compile the data
Project definition (including SWOT, PEST, value chain, etc.)
Quantitative + Qualitative objectives
Intended change in consumer behaviour
Marketing strategy (Positioning, segmentation, etc.)
9. Marketing tools (4 Ps, etc.)
10.Detailed action plan
11.Economic Assessment (included Budget etc.) 12.Projected cash flow and P&L
13.Information system for strategy performance monitoring 14.Contingency plan (including triggers to change course) 15.Conclusion