Question 1

What is NCEA AS 91382 about?

Accepted Answer

You need to create a complete marketing plan for a real or imaginary product. This means researching the market, analysing what's already out there, setting clear goals, deciding how to reach customers, and writing out exactly what you'll do and how much it will cost. You should show you understand key business ideas and include relevant Māori business concepts where they fit naturally.

Question 2

What do students need to do for AS 91382?

Accepted Answer

1. Set marketing aims (mission statement and business objectives) for your product 2. Analyse the market situation using tools like SWOT analysis and marketing audit to show what you've learned about customers and competitors 3. Create a marketing strategy with clear SMART goals, sales forecasts, and backup plans if things don't go as expected 4. Write a realistic marketing budget and detailed action plan showing exactly what you'll do, when, and who will do it 5. Show you understand relevant business knowledge and include Māori business concepts (like whānau-based approaches or community values) where they apply to your plan

Question 3

What's the difference between Achieved, Merit, and Excellence for AS 91382?

Accepted Answer

Achieved: You develop a basic marketing plan that includes aims, market analysis, strategy, and an action plan with budget, using some relevant business concepts. Merit: You develop a well-explained marketing plan with thorough analysis of the market situation, a sound strategy with realistic goals and contingency plans, and you integrate relevant business knowledge throughout. Excellence: You develop a thorough marketing plan that evaluates (not just describes) the market, shows strategic thinking with detailed implementation steps, and skillfully integrates business knowledge and Māori concepts into your overall approach.

Question 4

What mistakes do students typically make in AS 91382?

Accepted Answer

1. Confusing marketing strategy with an action plan—strategy is about the 'how' and 'why' of reaching customers, while the action plan is the detailed steps you'll actually take 2. Not doing enough analysis of the market before jumping into the plan—examiners want to see real research into competitors, customer needs, and business conditions 3. Including Māori concepts as an afterthought or a separate section instead of weaving them naturally through your thinking about the product, customers, and business values

Marketing plan

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