The document provides guidance for a 3,000 word marketing assessment. It outlines the learning outcomes which involve evaluating an organization's use of marketing planning, target marketing, and marketing mix. Students are instructed to critically evaluate how a chosen organization uses strategic marketing tools and techniques to achieve its objectives. The guidance specifies including discussions of marketing planning, segmentation and targeting, customer value, communications, and linking these areas to achieving objectives. Students are advised to structure their work academically and include relevant theory and references while avoiding plagiarism.
The document provides guidance for a 3,000 word marketing assessment. It outlines the learning outcomes which involve evaluating an organization's use of marketing planning, target marketing, and marketing mix. Students are instructed to critically evaluate how a chosen organization uses strategic marketing tools and techniques to achieve its objectives. The guidance specifies including discussions of marketing planning, segmentation and targeting, customer value, communications, and linking these areas to achieving objectives. Students are advised to structure their work academically and include relevant theory and references while avoiding plagiarism.
The document provides guidance for a 3,000 word marketing assessment. It outlines the learning outcomes which involve evaluating an organization's use of marketing planning, target marketing, and marketing mix. Students are instructed to critically evaluate how a chosen organization uses strategic marketing tools and techniques to achieve its objectives. The guidance specifies including discussions of marketing planning, segmentation and targeting, customer value, communications, and linking these areas to achieving objectives. Students are advised to structure their work academically and include relevant theory and references while avoiding plagiarism.
The document provides guidance for a 3,000 word marketing assessment. It outlines the learning outcomes which involve evaluating an organization's use of marketing planning, target marketing, and marketing mix. Students are instructed to critically evaluate how a chosen organization uses strategic marketing tools and techniques to achieve its objectives. The guidance specifies including discussions of marketing planning, segmentation and targeting, customer value, communications, and linking these areas to achieving objectives. Students are advised to structure their work academically and include relevant theory and references while avoiding plagiarism.
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Marketing Across Boundaries:
Written Assessment A: Assessment Type, Word Count & 3,000 words Weighting 75% B: Learning Outcomes
3. Identify the elements of marketing planning and critically evaluate its use in the organisation you are examining. 4. Critically evaluate the use of target marketing (segmentation, targeting and positioning) in the organisation of your choice. 5. Critically evaluate the use of components of the marketing mix by the chosen organisation and relate this to the approach to target marketing identified in Learning Outcomes 3 and 4.
C: Assessment Task
Using an organisation of your choice on which to base your assignment, critically evaluate how strategic marketing tools and techniques are used to attain desired marketing objectives.
D: Specific Criteria/Guidance Areas that should be included in your discussion are as follows:
The aim of the assignment is for you to show your knowledge and evaluation of strategic marketing methods and techniques. You may select any organisation, but one in consumer markets may be easier to help illustrate your points. This also depends on your own work experience and access to a business. It is essential that you make full use of marketing theory and references. You may refer to other organisations or industry cases for comparison, to support your analysis. The importance of planning and the use marketing activities should be a theme through your assessment and how these help achieve specific marketing objectives. You are not expected to provide detailed information about the organisation’s actual marketing strategies or marketing objectives, but you should be able to make sensible inferences based on your reading, knowledge and context of the organisation. In some cases this information may be available, and you should look to use it in supporting your analysis. You should provide a critical evaluation of how your organisation could use marketing techniques to achieve its marketing objectives and fulfil consumer requirements. Ensure that your work has not even the smallest element of plagiarism. You are advised to refer to the links to the rules and regulations on Academic Integrity on the module space and in the module handbook. Assessments should be submitted in Microsoft Word (.doc and .docx), Microsoft PowerPoint (.ppt, .pptx. .pps and .ppsx), Excel (.xls and .xlsx) or PDF format (generated from the word- processing or presentation software you are using, not a scanned document. Do not upload Open Office documents (.odt, .odp). Do not upload documents directly from Google Drive and One Drive. The file must be no larger than 40MB.
E: Document Format
The font size must be a minimum of point 12 Calibri (or equivalent).
Line spacing in the body of the assessment must be 1.5 lines. Include the following details written on the first page: Title of your work Module title and code Your student assessment number (J Number). Do not write your name or your student number. Word count (Please note penalties for excess word count) Module Leader and Seminar Tutor (if relevant) Number the pages consecutively.
BU7402 Assignment 2 Guidance
This is an academic discussion so make sure that you structure work and that each section logically flows into the next. The sttudy skills sessions on academic writing and the way journal articles are written will offer some help on how to approach this type of assignment.
Assignment 1 was looking at models used in the situation analysis of a marketing plan. Therefore, you need to move onto the next stage which is looking at the marketing objectives and how marketing methods can be used to achieve the marketing objectives.
Introduction You can state that the organisation will have completed a situation analysis and the next stage is to set marketing objectives and implement marketing strategies to achieve those objectives.
Objectives Included 3-4 marketing objectives that your organisation might have. These can be bullets points and in a SMART format.
Segmentation and targeting
Discuss the importance of segmenting the market and identifying clear target markets. This will link to the benefits of segmenting and targeting. The best method of segmenting is by customer benefits so that you can provide products that meets those customer needs and therefore they will buy from you. This helps your organisation achieve specific marketing objectives. You can also look at the use of a portfolio of products that meet the different needs or different target markets. Do not describe any methods of segmentation. Assume we know all the methods.
Customer value You can discuss the importance of providing customer value to customers. Customers buy on value which is linked to the price paid for the range of benefits received from the product. You can link this to the concept of competitive advantage and that if you have an offering that provides customers value then they will buy from which helps you achieve the specific marketing objective. Remember value links to the product benefits; pre purchase, purchase and post purchase customer experience; how / where they buy (distribution); price; brand benefits.
Communications There is a lot you can do here. This can include points about the importance of communicating the product benefits and (Key Distinguishing Feature) KDFs to the customer so that they see how the product meets their needs and this encouraging them to make a purchase. It will be good to refer to the high involvement buying process or the low involvement buying process if that is more appropriate; and emphasise the need to guide the customer through the process to purchase which is largely done with good marketing communications.
Here you can pick up on areas about informing customers of KDFs which will have the most appeal and also the need to build positive attitudes towards purchase intention.
Another important area is the building of brands. So using an organisation as example that has a strong brand may help illustrate your points. Focus on discussing the benefits of building strong brands and why people buy brands.
This can link to areas such as:
Positioning to help differentiate the product from competitors. Building of brand personality and strong brand associations The self in terms of how the purchase of brands make people feel and their self-image Reflection in terms of how others view people who owns specific brands. How brands help build brand equity and customer loyalty.
Remember to link these points back to how they help the organisation achieve its marketing objectives.
Conclusion Naturally, you will need to conclude how the above link together to help the organisation achieve its marketing objectives and the benefits of doing this.
The above is guidance. Vary the structure and content to fit the building of your own discussion.
This is an academic piece of work, so make sure you include theory and references, using the APA referencing system
WARNING
Ensure all your work is in your own words. Copying from books, journal articles, websites or other sources will result in your work being put forward for Academic Integrity. Lots of quotes is poor academic writing and does not show your knowledge or skill at reading and evaluating journal articles. Simply make sure all your work is written in your own words.
