Dr. Carmine Franco De Vita
Submission is electronically via BREO/Turnitin.
Core Learning Outcomes for this assessment
Core Learning Outcome
On completion of this assessment you should be able to:
To achieve the learning outcome you must demonstrate the ability to:
Core Learning Outcome 1
Assess and critically evaluate the role and value of the contemporary marketing function to both companies and consumers alike, in terms of delivering both corporate and customer value in what is arguably an increasingly complex and fragmented external environment.
Demonstrate a postgraduate level ability to assess and evaluate the role and value of contemporary marketing theory to companies and consumers alike.
Convey a postgraduate level understanding of the impact upon marketing, of external environmental forces.
Description of Assessment Method
Learning Outcomes Assessed
Submission week (assignments) or length (exam)
Academic Week 11
Friday 19 June at 11.59pm
Individual Written Report
Every product manager must look at its marketing in relation to the marketing mix. The marketing mix, often referred to as the 4Ps, is a means of assessing how to balance the elements of the mix in order to meet customers’ needs.
Normally, no two branded products are identical and therefore every organisation must decide on its own balance of the 4Ps to suit its consumers’ needs. Unfortunately there are many internal and external factors that will influence an organisation’s marketing mix. Key factors include the size of the business, the markets it operates in and available corporate resources.
In assessment 1, you are required to undertake secondary research into the current UK market for any underperforming brand of your choice (except mobile phones). As a result of this research, you will identify a product that that is currently underperforming (in terms of like for like sales), compared with its closest competitors. You will need referenced evidence here.
Once you have agreed the product with your lecturer, you will (after applying a variety of marketing techniques and theories), concisely assess and evaluate (using material derived from secondary sources of information), the extent and nature of the current impact of external environmental forces upon the product and then go on to critically evaluate the key miss-match (or miss-matches if you identify more than one significant one), between current contemporary marketing theories, and the apparent marketing strategy employed at the present time.
We will be particularly interested in seeing evidence of your ability to understand, assess and critically evaluate the impact of five remote environmental forces/factors, namely: (1) economic, (2) social, (3) political, (4) technological, and (5) ecological factors (Pearce & Robinson, 2013).
NB. No two individuals are to use the same product for this assessment. You are normally required to communicate to your lecturer your chosen product no later than 23:59 on the Monday of week 4 (via the Product Choices Submission section in BREO). If two students submit the same product, the first to submit will get their preferred choice.
Format for submission
This assignment should be submitted in a short (but strictly), Marketing Report format. A pro-forma with key headings will be provided for you in BREO. A minimum of 8 referenced academic sources are required. No more than 20% of all ‘academic’ references may be from non-peer reviewed sources.
The sources of all figures and data included in your report must be clearly cited in their relevant/appropriate places within