CCBS4020 Integrated Project Outline of the Marketing Plan Guidelines

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THE UNIVERSITY OF HONG KONG

HKU SPACE Community College

Integrated Project (CCBS 4020)

2024-25 Semester 2

Outline of the Marketing Plan Guidelines

I. Assessment Weighting

• This outline of the marketing plan report is a group assessment and contributes 10% of

your total course mark.

II. Report Guidelines

a) Competitive analysis

• Provide a summary of the competitive landscape that may impact the business.

• Identify primary market needs and trends supported by the findings from the

Environmental Analysis Report and preliminary market research.

• Highlight one primary competitor, detailing their strengths and weaknesses, and

explain how the centre will differentiate itself from them.

b) Market analysis

• Briefly discuss the “want” or “need” the business is addressing

• Summarize the target market by detailing key demographic and psychographic profiles,

supported by findings from the Environmental Analysis Report and preliminary market

research.

c) Marketing and Promotion Strategies

• Set one marketing objective to be accomplished within the next 1 to 3 years.

• Identify and explain one tentative strategy for each element of the marketing mix

(product, price, place, and promotion). Include the following:

• Describe one key characteristic of the products and services intended to be offered.

• Set one promotional activity objective to be achieved within the next 6 to 12

months.

d) Market Survey

• Develop strategic questions and selection options for the Market Survey.

• Identify and describe target market segments.

CCBS4020 Integrated Project Outline of the Marketing Plan Guidelines

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• Explain the importance of these segments for the business by detailing the key

demographic and psychographic profiles of target customers, as well as their

product and service preferences.

• Demonstrate the need for the products and services, leading to the development of

the 4Ps (Product, Price, Place, Promotion) in the strategic plan.

III. General and Formatting Guidelines

a) General Report Requirements:

• A standard cover page must be used.

• Use appropriate headings and subheadings to divide the report into sections and

subsections.

• Only one student, the group leader, is required to submit the Outline of the Marketing

Plan Report on behalf of the group.

b) Formatting:

• The Outline of the Marketing Report should be typed and printed on A4 size paper with

the following margins: left: 40mm, right: 30mm, top: 25mm, bottom: 25mm.

• Use Times New Roman 12pt font with 1.5 line spacing.

• Page numbers should be centred at the bottom of each page.

c) Word Counts:

• The report should not exceed 2,000 words in length, excluding the table of contents,

appendices, and references.

d) Group Assignments:

• In group assignments, all members of the group will generally receive the same marks.

• Peer evaluation forms will be provided to assess each member's contribution to the

Environmental Analysis Report.

• Each group member will rate the contributions of other group members. If a member

receives a poor rating, their mark for the assessed assignment will be deducted

accordingly. It is important for all students to contribute fairly to the project.

IV. Submission Process

• Name the document file using the following format: " Class Number_Group

Number_Report". For example, CL01 _GP01_OMP.

• Submit the Outline of the Marketing Plan Report as a PDF file through the submission

folder on the SOUL platform. The submission folder is named “Outline of the

Marketing Plan Report Collection Box”.

V. Plagiarism Policy

• Plagiarism, including copying from other students, authors, any online and offline

resources, or AI-generated written content, is strictly prohibited. All assignments must

CCBS4020 Integrated Project Outline of the Marketing Plan Guidelines

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be the original work of the student. Any student found to have plagiarized will receive

a ZERO mark for the assignment.

• You must properly cite and reference all sources used in your work, following APA

citation style consistently throughout. Do not represent others’ ideas or words as your

own.

VI. Submission Deadline

• The report should be submitted by 23:59 HKT, 9 March 2025 (Sunday).

• Penalty will be applied for late submission as below:

Late by Marks deducted by

Up to 24 hours* 20%

More than 24 hours 50%

More than 48 hours 100%

* Up to 24 hours refer to submission from after deadline to 24 hours lateness

(No grace period is allowed)

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