Word Count : 2500 words
Learning Outcomes :
- Understand the importance of the consumer in all aspects of marketing and evaluate this.
- Discuss and explain the difference between the various elements of the process of marketing and their interrelationships.
- Understand the importance of market research and its role in informing marketing decisions and activities.
- Identify the altering importance of marketing mix elements within different business contexts
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.
PLEASE COMPLETE TASKS 1, 2 & 3 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