Marketing

Assessment: Research Case Study Report

Word Limit: 3000 - 4000 words

Learning Outcomes

a) Outline and implement the marketing research process and identify a range of methods of acquiring, using and storing data

b) Critically evaluate the relation of marketing process with the resources of an organisation and client needs with regards to the creation of value for the organisation.

Objectives:
- To enhance a clear understanding of the importance of marketing in modern business and to and provide a grasp of effective contemporary marketing practices;

- Provide a theoretical overview of marketing theory and practical application of innovative marketing strategies;

- Build research methods relating to samples and inferences particularly in relation to market research data collection and analysis.

How the assessment fits into the subject/course:

Marketing in the 21st

Century has drastically evolved and is a critical component of business administration. The design of Marketing plans is integral to business organisation and the assessment for this subject aims to provide students with group and individual work to apply effective marketing
strategies.

Instructions:

As a research task students will create a case study of a social enterprise and evaluate its marketing plan. Students will work in pairs or groups of three to explore how the social enterprise developed its market and engaged market appeal.

- Identify and analyse the market for a particular service of product;

- Explain and justify how the social enterprise was developed and for what market.

-Analyse the importance of creativity and initiative undertaken to develop a competitive social enterprise;

- Critically assess and evaluate the Marketing Plan;

- Evaluate impacts such as financial, social and political issue which may impact on marketing plan;

- Demonstrate commercial awareness of product/service provision

- Identify and compare relevant market trends and analyse the implications of market and environmental trends

- Apply the 4 P's strategies and explain feasibility ensuring consistency with analysis of the market as well as providing recommendation for strategy

Output/Deliverable and parameters of the Assessment

One submission of a case study and review of a marketing plan consisting of 3000-4000 words.

Students may incorporate a range of mediums and formats in the case study e.g. Electronic tools and multi-media, etc.

RESOURCES TO BE PROVIDED:

- An electronic library and reading guide is provided to all students including a range of e-textbooks and journals available through online journal databases including EBSCO.

- Access to examples of case studies.

Criteria

- Identification and Analysis of Market

- Application of knowledge to practise

- Knowledge and skills demonstrating creativity and initiative

- Assessment of Marketing Plan

- Team Work skills

Learning Outcomes

- Outline and implement the marketing research process and identify a range of methods of acquiring, using and storing data.

- Critically evaluate the relationship of marketing process with the resources of an organisation and client needs with regards to the creation of value for the organisation.