Assignment Brief
Module Aims
- Introduce students to the contemporary application of marketing theories
- Appreciate how marketing techniques are adapting to the changing business environment.
- Understand the role marketing plays in achieving corporate success in dynamic marketplaces
- Contextualise learning by examining ‘real world’ examples
Module Learning Outcomes
- Assess the marketplace and wider marketing environment as a means of identifying strategic implications for an organisation.
- Critically assess how a blend of key marketing concepts may be utilised to provide effective solutions in contemporary practice.
- Critically evaluate and apply a range of strategic marketing tools to create customer-oriented solutions and to satisfy corporate and marketing-based objectives.
- Appraise and review how marketing planning co-ordinates integrated marketing solutions to practical business situations
Assessment 1
The report and will cover a critical evaluation of the macro and micro marketing environment of the chosen case study business. Consideration of the opportunities and challenges in the macro and micro environments of the business case study. Students will undertake a review of available secondary data. The report and presentation will consider the potential use of marketing tools and techniques and the opportunities offered to the chosen case study business. Issues around marketing actions will be explored via a review sof econdary literature and through the chosen case study business.
Learning Outcomes Assessed:
LO1: Assess the marketplace and wider marketing environment as a means of identifying strategic implications for an organisation.
LO2: Critically assess how a blend of key marketing concepts may be utilized to provide effective solutions in contemporary practice.
LO3: Critically evaluate and apply a range of strategic marketing tools to create customer-oriented solutions and to satisfy corporate and marketing based objectives.
LO4: Appraise and review how marketing planning co-ordinates integrated marketing solutions to practical business situations.
Assessment 2
Assessment will take into account associated theories and frameworks for marketing; it will consider the marketing tools and techniques; opportunities and challenges marketers engage with will be discussed; the application of concepts, tools and frameworks to businesses marketing case study, realistic and adequate recommendations, quality of argument and presentation of the work.
