Learning Outcomes

Critically comprehend, analyse, evaluate and discuss the role, theories, concepts, practices, environmental frameworks and contexts of marketing in organisations and the wider business environment, including the key role which research, marketing strategy, marketing plans, and marketing-led decision making have in organisations

Critically analyse, evaluate, plan, apply and interpret, marketing reports, tools and techniques, models and applications in marketing management in businesses and organisations.

TASK DESCRIPTION:

Assignment One - Written Assignment

As the newly appointed Marketing Manager, you have the task of preparing a written business report to your Board of Directors, covering the following areas of marketing management in the context of your organisation:

1. Undertake a Segmentation and Targeting investigation into the organisation's market and critically examine the significance of your findings for the organisation's future marketing strategies.

2. Construct a competitive positioning/perceptual map for the organisation, demonstrating the market research that you have undertaken and critically evaluate the significance of your findings for the organisation's future marketing strategies.

3. In the light of your findings in tasks 1 and 2 above, state and justify three strategic marketing objectives for the organisation, covering the next  three years period for your organisation.

4. Critically discuss how and why an integrated approach to marketing communications planning is vital to your organisation achieving these strategic marketing objectives.

Your report should be based on an organisation of your own choice.

Assignment TWO - Written Assignment

Students are required to submit a presentation paper based on the report done in Assignment One, using slides (not more than fifteen slides).

The submission of your slides package should be organized and clearly structured in a report format.

Total- 15 slides (One slide is equivalent to 200 words).

Your slides package should consist of the visuals that you would use to prepare for a presentation of your written report to your Board of Directors.

The emphasis in this task is on deployment, application and presentation which is reflected in the mark allocations for component 2.

As such you should design a professional slides package that will facilitate the presentation of your written report (assignment one), demonstrating the value of your analysis to your Directors and detailing the key academic insights and emphasising the deployment, applications and presentation of these insights in the context of your chosen organisation.

Your presentation package should therefore be a combination of the academic/ conceptual insights (with the relevant academic sources clearly indicated on each of your slides), together with the practical value of these insights being demonstrated in the context of your chosen organisation.

Examples - Examples of book references are:

• Smith, J. (2005a). Dutch Citing Practices. The Hague: Holland Research Foundation.
• Smith, J. (2005b). Harvard Referencing. London: Jolly Good Publishing.

In giving the city of publication, an internationally well-known city (such as London, The Hague, or New York) is referenced as the city alone. If the city is not internationally well known, the country (or state and country if in the U.S.) are given.

Examples of journal references are:

• Smith, John Maynard. "The origin of altruism," Nature 393, 1998, pp. 639-40.
• Bowcott, Owen. "Street Protest", The Guardian,October 18, 2005, accessed February 7, 2006.