Coursework Question and Requirements
This topic area has two parts to the coursework assignment.
- A written marketing plan report (80%)
- Banking Simulation (20%)
a) The written marketing plan report (80%)
You are the business manager of a UK retail bank. You have convinced your CEO to launch an “online residential mortgage lending product” in UK market. Your CEO likes your idea and has asked you to compose a detailed marketing plan for this product.
The marketing plan should not be longer than 2500 words excluding appendices. This is an individual assignment, and must be submitted by the 22nd March 2010.
Possible format of the marketing plan:The students may use the following format for their marketing plan.
Executive Summary
|
Situational Analysis
|
SWOT Analysis
|
Marketing Research |
Marketing Strategy
|
Implementation
|
Financial Summary
|
Controls & Measurement
|
Assessment criteria for the marketing plan:
Assessment criteria |
0-39 |
40-49 |
50-59 |
60-69 |
70-100 |
|
– Evidence of graduate level critical and analytical thinking -Appropriate use of relevant theoretical frameworks/financial model -Evidence of wider reading/research with citations -Articulation of the concepts – Style and presentation |
Not applicable to the plan |
Limited in Scope |
Satisfactory |
Good |
Excellent |
b) Banking Simulation (20%)
The team of five students will play banking simulationagainst each other every week in a seminar and make an executive presentation to defend their strategy, profit and operations management. The presentation will be conducted in late April 2010, (timings to be agreed) and each team will be given 15 minutes to present their performance of 5 years along with evidence of any analysis that they have conducted. Included in the presentation is a requirement to demonstrate that the team has critically analysed and evaluated the chosen banks mix of services and products, growth strategies and the team’s recommendation for improving the banks business performance.
Assessment Criteria: The teams will be assessed against other participating teams on the following criteria:
- Profitability (Profit After Tax)
- Their leadership strategy
- Return on Capital and Assets
- Appropriate Capital adequacy and Required reserve
BITE MBA BANKING & FINANCE Strategic Finance
This banking simulation provides participants with the opportunity to manage complete commercial bank operations; making decisions covering funding, marketing, business development, staffing, quality and productivity improvement. And, in doing so understand the issues associated withrunning a complete bank, develop business acumenand theirknowledge of finance.