CCBS4020 Integrated Project Finalised Marketing Plan PowerPoint Guidelines

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THE UNIVERSITY OF HONG KONG

HKU SPACE Community College

Integrated Project (CCBS 4020)

2024-25 Semester 2

Finalised Marketing Plan PowerPoint Guidelines

I. Assessment Weighting

• This PowerPoint and the oral presentation are a group assessment and contribute

10% to your total course mark.

II. Assessment Guidelines

• PowerPoint (Finalised Marketing Plan)

i) Competitive Analysis

• Identify which of the generic strategies (cost leadership, differentiation, or

focus) the company will pursue. Clearly state the chosen strategy.

• Highlight three primary competitors, detailing their strengths and weaknesses,

and explain how the business will differentiate itself from them. Use specific

examples to show where the business stands in the market and highlight the gap

the company aims to fill.

• Develop a positioning map that places the business alongside primary

competitors, reflecting the chosen competitive strategy.

ii) Market Analysis

• Define the “want” or “need” the business is addressing.

• Describe target customers in as much detail as possible.

• Present comprehensive market research findings, including at least 100 market

survey results detailing target customers' key demographic and psychographic

profiles, as well as their product and service preferences. Demonstrate the need

for the products and services. Include research results and calculations to

describe the size and growth trends of the chosen market, informing strategic

and promotional marketing plans.

iii) Strategic Marketing Plan:

• Define three specific marketing objectives, establishing key metrics for each

objective. Explain the desired outcomes of the marketing strategy over the next

1 to 3 years.

• Identify and describe target market segments. Explain the importance of these

segments for the business.

• Describe the market positioning of the business. Explain what makes the

business unique and how it will be differentiated from competitors.

• Outline the approach to the 4Ps (Product, Price, Place, Promotion) in the

strategic plan. Explain how each element will contribute to achieving marketing

objectives.

CCBS4020 Integrated Project Finalised Marketing Plan PowerPoint Guidelines

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i. Product: State the products and services offered. Outline three key

characteristics of the products and services offered. List and briefly

explain the factors that will make these products and services viable.

ii. Price: Determine the price range in the chosen market. Decide on the

pricing strategy, including any discount policies. Provide the prices for

initial products and services and show profit margins at these prices.

iii. Place: Identify the target market(s) and explain the reasons for choosing

them. Describe the approach to these market(s). Emphasize the location

of the business, detailing the factors that make it a good location.

iv) Promotional Marketing Plan:

• Identify three key perceptions for the business and explain how to convey these

messages. Describe promotional activities and outline how to reach target

customers.

• Define three clear promotional marketing objectives, establishing key metrics

for each objective. Explain the desired outcomes of these promotions over the

next 6 to 12 months.

• Describe the strategies to promote the business, including details on advertising,

public relations, sales promotions, and digital marketing.

III. General and Formatting Guidelines

• The finalised marketing plan PowerPoint should not exceed 20 slides, excluding the

last slide, which includes the slide numbers completed by each group member.

IV. Submission Process

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

Plan PowerPoint on behalf of the group.

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

Number_Report". For example, CL01 _GP01_FMP_PPT.

• Submit the Finalised Marketing Plan PowerPoint as a PPT file through the

submission folder on the SOUL platform. The submission folder is named

“Finalised Marketing Plan PowerPoint Collection Box”.

V. Submission Process

• The report should be submitted by 23:59 HKT, 30 March 2025 (Sunday).

• No late submission will be accepted.

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