BHO6505 Assessment guidelines: Assessment 2 – Marketing Plan
This assignment involves the preparation of a marketing plan based on the marketing activities of one company.
Word Limit: 4000 words maximum (including the reference list).
Instructions: Your task is to prepare a marketing plan for one of the brands below:
HSBC credit cards
Please also include in-text citations and a reference list, both in Harvard style. In sum, the following sections should appear in your marketing plan (in order):
Executive Summary
Introduction
Vision, mission statement and objectives
Team description
Macro environment and dynamics
Target market description
Competitive analysis and issues analysis
SWOT analysis
Marketing Objectives
Marketing strategy (the marketing mix)
Budget
Controls/ Monitoring
Conclusion
Reference List

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Requirements in details:-
1. Format
- Correct format and layout for a report
- Correct word count
- Is readable

2. Content
- Each section is addressed appropriately
- The information discussed is coherent and logical
- Decisions are supported by evidence (theoretical and applied /real world)
- Consistent between sections
- Is realistic
Executive Summary
Introduction
Vision, mission statement and objectives
Team description
Macro environment and dynamics
Target market description
Competitive analysis and issues analysis
SWOT analysis
Marketing Objectives
Marketing strategy (the marketing mix)
Budget
Controls/ Monitoring
Conclusion
3. Writing quality
- Clarity of sentences and paragraphs
- Spelling, grammar and use of English is correct
- Information is presented clearly – written with ‘one voice
4. Referencing
- Appropriate range of information used
- Relevance of research to the topic
- Referencing is correct in the reference list and in-text