Introduction to Marketing Individual Report

Introduction to Marketing Individual Report

Module leader: Vasilios Zoumbos

Feedback: TBC

Individual report: 100 marks (30% of module marks, a detailed breakdown of marks will be given of the assignment in seminars)

You are required to prepare a 1,800 word report on the following

You are a marketing executive and the organisation you work for is looking to expand their market. This can be achieved either through introducing a new product (product development), extending an existing product (product extension), or targeting a new consumer market with an existing product (market development). In order to fulfil this task you must:

1. Identify the organisation’s current product portfolio
2. Assess the company’s internal and external environment and undertake a SWOT analysis based on your chosen organisation
3. Identify all possible opportunities for growth, then select and justify one option that has most potential for growth using Ansoff’s matrix
4. Undertake a Segmentation, Targeting and Positioning analysis for the proposed growth
5. Develop a marketing mix for the proposed growth

Assessment Guidance:

When choosing an organisation there are no restrictions as to which organisation you can choose. However, before you decide on your chosen organisation, undertake some research to make sure that there is enough information available to you.

The organisation can be from anywhere around the world. However, the organisation you pick must be a REAL, tangible organisation and one that is currently in business.

You should submit your report to TURN IT IN by 4pm on the day of submission. All material, including charts, diagrams and statistics should be correctly referenced.

A minimum of SIX different sources should be given (eg textbooks or business reports/websites but not lecture presentation material or general websites). All material, including charts, diagrams and statistics should be referenced using the Harvard system.

Assignment Criteria:

A minimum of 6 academic references must used within this assignment.

This is a 1,800 word report (+ or – 10%) please ensure that you do not go over the word count.

If you just research using just the recommended text from the reading list and/or base your essays on the lecture material alone you will not gain high marks.

If you wish to gain higher marks you will need to engage in further reading using not just textbooks and but also articles, and you should read around the topics.

You must acknowledge ALL your source(s) and all work should be correctly referenced using the Harvard system, with a complete reference list at the end of the paper. There is a guide on Blackboard so there are no excuses.

You may include appendices, however, they serve only as a point of reference and NOT another way to write more. Please note, marks will not be given for appendices

If you wish to include an images and/or relevant theoretical models to assist you in your explanation then do so. Please note that inclusion of any images or models will NOT be attributed any marks.

Tutors will not read or comment on any draft or finished assignments before the hand in date, however, there will be plenty of opportunities to discuss your work with tutors

Your assignment should be word-processed and clearly marked with the module name, module code and module leader.

Your work should not contain your name only your student number

Marks for each assessment criterion will be awarded with reference to the standard Cardiff Metropolitan University marking criteria

Marking Criteria

Introduction to Marketing Individual Report

N.B. Just because marks have not been attributed to the introduction and conclusion it does not reduce the importance of these components and should not be ignored.

WE ARE HAPPY TO SERVE YOU
PLEASE CLICK HERE TO PLACE YOUR ORDER

Learning outcomes:

• Understand the influence of the organisation’s aims, strategy, culture and resources and the broader business environments.

• Utilise a range of tools and techniques to analyse and evaluate markets, market opportunities and market segments.

• Use market and financial data to set and monitor marketing objectives and prices.

• Develop tactical level marketing plans which define marketing mixes appropriate to the marketplace, target group and market conditions.

Deliverables and submission:

You should submit your report through TurnItIn by the due time and date.

Key skills:

This assignment contributes evidence towards attainment of the following key skills:

• Communication

• Problem-solving

• Improving own learning and performance

Assessment criteria: note that re-sits will be capped at 30%

The coursework will be marked and graded in accordance with the mark allocations shown above. Marks for each assessment criterion will be awarded with reference to the standard Cardiff Metropolitan University marking criteria at levels A to F.

All marks are subject to agreement at the Examination Board. Assessment criteria: see Academic Handbook for detailed descriptions