Term Paper
You have been appointed as Head of Marketing to a large project-based firm in a sector of your choice.
Marketing and selling have not had a prominent place in the strategy of the firm. You have realised the
need for change and have identified a number of barriers to change:
• A lack of awareness and thinking at board level of marketing concepts
• A lack of awareness and thinking at board level of how marketing is important to the strategy and
financial health of the firm
• Processes and procedures across key functions of the firm that do not include marketing considerations
horizontally from the front of the front end to post project completion
• Processes and procedures across key functions of the firm that do not include marketing considerations
vertically from senior management, heads of departments/functions down to operations.
Devise a marketing plan to address and overcome these barriers over the next 5 years. Set your plan in an
academically informed written commentary.
3000 words
(The Firm must be PROJECT BASED) it can be made up or already existing, Some information about the
firm must be introduced