Conduct a marketing audit for an organisation of your choice and propose EITHER a new product/service (or new variant) for inclusion in the organisation’s portfolio OR a new communication plan for an existing product/service which could derive important commercial benefit from the “re-presentation”. Use evidence gained from the audit to justify your idea.
Write a marketing communications plan covering the launch period and 12 months thereafter. Your plan should include reach, process and effectiveness objectives and show how you will combine elements of the promotional mix to achieve these objectives. You should also show how you will evaluate the success of your communications campaign
Your recommendations must be evidence based and justified by market data and/or appropriate marketing communications models and theories.
