Length: 600 Quality Words
Referencing should use APA 6th edition – Minimum 5 references
References should mainly be websites/news articles/u-tube stuff where you can see what doing. Mainly web references. You may find industry reports online that you can reference. If you want to interview your manager you can reference that.
Task
This assessment is designed to engage you in the subject and to help you begin developing an understanding of the central issues in marketing. It will also be the start of the discussion and comparison with your peers on topics of the marketing concept and market management, and starts the process of the marketing audit.
In 3 sections, you are expect to write 200 words each (or less), incorporating the theoretical concepts into your discussion from the first two chapters of the text. You can complement your writing by using secondary research. In the assessment please discuss the following concepts and apply them to your selected organisation:
1. Identify the concept of corporate objectives and evaluate an organisation with information available in the public domain.
2. Discuss marketing orientation concepts (i.e. the marketing concept, the selling concept or production concept). Explain with examples which concept(s) your organisation follows.
3. What is your organisation’s core marketing strategy? Discuss the strengths and weaknesses of the current marketing strategy and explain how this strategy will help your organisation reach its corporate objectives.
Rationale
The aim of this assessment is to develop an understanding of the central issues of marketing and communicate these in relations to key marketing theoretical concepts, marketing orientations and strategies. The assessment is designed to assesses the following learning outcomes:
* LO1: be able to assess and explain the nature of marketing and marketing management in
contemporary organisations;
* LO2: be able to find relevant and important information about organisations, their industries and
marketplaces from secondary sources;
Presentation
Report format should be used for Assessment One. However, you do not need to include an executive
summary for the first assessment.
Use an abbreviation of the questions as your section headings: i.e. (1) Corporate Objectives, (2)
Market Orientation, (3) Core Marketing Strategy
Assessment item 2 – DUE 20th DECEMBER
Markets Segments and Decision Making
Length: 2500 Quality Words
Referencing APA Style. Minimum 10 journal references (current references within last 10 years), plus web references/newspaper etc.
Task
The next stage of the marketing audit is for you to consider the market for your organisation and evaluate the opportunities and threats that exist for your chosen organisation.
NB: if you have a number of markets it is a good idea to focus on just one.
Incorporating theoretical concepts into your discussion from chapters 2, 4, 5 and of the text, and with the use of other theoretical sources and secondary research, please discuss the following:
1. Briefly describe the industry market for your organisation and evaluate current trends in:
a. Growth
b. Profitability
c. Macro environment ( PESTLE factor). Please place PESTLE in an appendix, it will not count as part of your word count.
2. Describe the nature of competition in your industry. Explain and analyse your organisation’s place in the market by comparing and contrasting its strengths and weaknesses to your main competitor.
3. Outline and examine the major market segments for your organisation and identify your primary, and secondary target markets
4. Discuss the level of involvement your primary segment is likely to have towards your organisation in terms of the decision making .
5. Taking into consideration the primary segment, their level of involvement and the competition, create a positioning map for the market place.
Rationale
The aim of this assessment is to develop your understanding of marketing auditing and for you to consider the marketing and evaluate opportunities and threats. This assessment assesses the following learning outcomes:
* LO2: be able to find relevant and important information about organisations, their industries and
marketplaces from secondary sources;
* LO 3: be able to evaluate the key marketing aspects of segmentation, targeting and positioning
(STP) and be able to analyse an organisation’s approach to STP.
Presentation
Report format should be used for Assessment Two. However, you do not need to include an executive summary for the second assessment
Use an abbreviation of the questions as your section headings: i.e. (1) Industry trends, (2) Market segments overall, (3) Primary segment and decision making, (4) Competition, (5) Positioning map for
organisation
Assessment item 3 – DUE 10th JANUARY
Evaluating Marketing Strategy and Recommendations
Length: 2500 Quality Words
Referencing APA Style. Minimum 15 journal references (current references within last 10 years), plus web references/newspaper etc.
Task
The final stage of the marketing audit requires you to evaluate how well the marketing mix of the organisation is performing for your chosen organisation.
NB: as before, if you have a large range of product offerings, it is a good idea to focus on just one.
Incorporating theoretical concepts into your discussion from chapters 7-14 and with the use of other theoretical sources and secondary research, please discuss the following:
1. Outline and describe the 8 marketing mix concepts theoretically and apply the components to one of your products offerings. As part of your application be sure to explain and evaluate all of the 8p’s of marketing (product, prices, promotion, distribution, partnerships, people, processes and physical
evidence).
2. Given your evaluation of your overall marketing strategies, the competition and broader contemporary issues facing marketers today, provide recommendations for your organisation. Your recommendations should focus on each of the 8p’s and illustrate how contemporary issues may impact your organisation and its marketing strategy.
For example, for this report, contemporary issues may include, but are not limited to, Corporate Social Responsibility, social media interactions, advances in technology, ethical concerns, environmental concerns and globalisation to name a few.
Rationale
The aim of this assessment is for you to develop your ability to evaluate the marketing mix and to evaluate overall marketing strategies facing marketers. Further, this assissessment will help you develop your recommendation writing.
This assessment assesses the following learning outcomes:
* LO 4: be able to apply the marketing mix and aspects of branding and positioning to a specific
target market and be able to evaluate competitors’ programs; and
* LO 5: be able to discover and evaluate how contemporary issues of environment, social media and
other technology, society and Corporate Social Responsibility (CSR) might affect marketing.
Presentation
Report format should be used for Assessment Three.
You need to include an executive summary for the third assessment, table of contents etc
Use an abbreviation of the questions as your section headings and sub- sections for each of the 8ps of marketing and each contemporary issue you are addressing in your report
Tip- remember your word count- you will not be able to discuss everything, so choose the most
relevant issues given your organisation- be sure to justify your choice as part of your argument.
