Word Count : 2500 words

Learning Outcomes :

  1. Understand the importance of the consumer in all aspects of marketing and evaluate this.
  2. Discuss and explain the difference between the various elements of the process of marketing and their interrelationships.
  3. Understand the importance of market research and its role in informing marketing decisions and activities.
  4. Identify the altering importance of marketing mix elements within different business contexts

Assessment Task

COURSEWORK 1: Individual Class Test – (20% of overall mark)

The following topic areas covered in the module so far:

  • Plagiarism for Level 7 study
  • Harvard referencing in the context of marketing 
  • Key role of Marketing, Marketing Strategy and Planning 

COURSEWORK 2: Written Tasks – (80% (combined) of overall mark)

Based on a company of your choice, please prepare a marketing analysis  based on the key concepts and models delivered in this module using the structured tasks outlined below.


Task 1 – Organisational overview, environmental and digital transformation analysis (1000 words) – (40%) for example: 

  • Provide an up-to-date overview and a brief historical background of the organisation you have selected, 
  • Undertake a micro and a macro environmental (PESTLE and SWOT) analysis and indicate why these are used, 
  • Outline the organisation’s current approach to marketing with examples (i.e. is it traditional or digital marketing or a combination of both?) and 
  • What their future marketing approach may look like (giving examples of techniques, tools they may use).

Task 1 should be completed and submitted in MS Word Format via Turnitin to the Blackboard Learn Module

Task 2 – Marketing Mix (7ps) (1000 words) – Outline and discuss the organisation’s approach to the following elements of the marketing mix: (30%)

  • Product — the product and service portfolio 
  • Promotion — pull or push communication strategy including choice of medium — digital and/or traditional 
  • Price — i.e. premium, skimming, economy/value or penetrative pricing 
  • Place — choice of distribution strategy
  • People – the people who make contact with customers in delivering the product or service
  • Process – the key systems and processes that deliver a product to a customer experiences 

Task 3 – Reflective statement (500 words) – Highlight your learning experiences from the module using a recognised Reflective Practice Model, for example Gibbs or Kolb (10%).

Tasks 2 and 3 should be completed and submitted in MS Word Format via Turnitin to the Blackboard Learn Module Assessment

Reference Style : Harvard