Assignment Brief Marketing Fundamentals Spring 2021
It is important that students recognise that the core outcome for any module assessment is the development of academic knowledge relevant to the subject area (hence the clearly laid out learning outcomes in the module handbook).
However, it must be said that the subject area of marketing is primarily concerned with the communication of ideas and justified actions to the target market in order to meet the organisation’s strategic aims and the needs of that target market. The module assignment seeks to meet both these goals.
Your module is assessed by 100% Coursework with two component parts:
Part 1 (40%) Individual Presentation
You can choose from one of the two options: the individual creation of a PowerPoint Presentation or an Infographic and examine the organisation’s current competitive environment as well as the current marketing mix.
The submission deadline for Part 1 is Wednesday 17th March 2021 at 5 PM
Part 1: Detailed content for the Infographic/PowerPoint slides:
Based upon the organisation selected, the infographic/PowerPoint slides will include:
• An introduction to the organisation – background history, markets etc.
• An analysis and audit of the organisation’s current market and competitive environment – via key tools such as SWOT/TOWS analysis, PESTEL analysis and Porters Five Forces.
• An analysis of the organisation’s current Marketing Mix via the Marketing Mix Framework (4Ps/7Ps).
It is suggested that a minimum of five PowerPoint slides will be needed to meet the requirements of part 1 of the assignment. Alternatively, the equivalent amount of content can be submitted as an infographic.
Part 2 (60%) Individual report
You are required to write a 2000-word (+/- 10%) marketing plan based on assignment 1. The marketing plan should explore the future marketing strategies.
The submission deadline for Part 2 is Wednesday 12th May 2021 at 5 PM
Part 2: Detailed content for the individual written report:
The report will include:
a) An overview on assessment of the current marketing environment based on part 1 b) An analysis of the organisation’s positioning and targeting strategy using perception
maps, segmentation techniques and the principles of the 4Cs of effective positioning. c) Based on a and b, you will be required to offer two recommendations for the future
marketing plan of your chosen organisation d) Justification of one of the two recommendation (given in c) reinforced by the
application of key strategic marketing models, i.e. the BCG Matrix and the Ansoff Matrix.