Overall Comment:
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Mark (%)
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BUS651 Strategic Marketing - Assignment 2 Brief
You are required to produce a 2000-word report which critically appraises the Marketing Strategy of an organisation that you are familiar with. This must be the same organisation as the one used for Assignment 1.
You should build upon the findings from the situational analysis in Assignment 1, to recommend possible strategic marketing options for the organisation and how these might be implemented.
Building on the findings of your situational analysis in Assignment 1 you should critically appraise the marketing situation of the organisation and the strategic marketing options open to it.
You are requested to include in the report the following:
- Building on the findings of your situational analysis in Assignment 1 you should critically appraise the marketing situation of the organisation and the strategic marketing options open to it.
- Identify growth opportunities from these options and outline a creative and innovative marketing strategy to exploit so that you gain competitive advantage for the organisation in the marketplace.
- Describe how this strategy can be implemented, monitored and controlled
Marks will be awarded for your report as follows:
Assessment Criteria - Learning Outcomes to Be Met:
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Marks Awarded
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Marks Available
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1
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Depth of critical appraisal of the Organisation’s strategic marketing activities and application of a range of strategic marketing tools and frameworks. Synthesise the new marketing mix and associated innovative practices related to customer management.
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35
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2
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Recommendations for future growth options and sustaining competitive advantage in the form of a strategic marketing plan.
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35
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3
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Ability to critically evaluate a range of academic theory (to justify your ideas and demonstrate evidence of wider reading and research).
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15
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4
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Quality & Presentation of written work - quality of Harvard referencing throughout; Report format: (numbered subheadings, introduction, recommendations, conclusion, page numbers).
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10 + 5
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Total Marks
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100%
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BUS 651 - Indicative outline for Assignment 2 - Report of 2000 words (+/-10%)
- Cover Page
- Contents
- Introduction (200 words)
Set out the content including: a short introduction to the company and a summary of the initial findings from assignment 1, a summary of aims and objectives for assignment 2 etc.
Background findings & situation appraisal (600 words)
- A detailed overview of the company’s marketing situation as defined in assignment
- What were your initial outcomes / findings from the situational analysis? What tools did you use to produce them
- Appraise the marketing situation of the organisation and the strategic marketing options. Do you identify any gaps? Do you propose any initial marketing strategies to be applied based on the situational analysis in assignment 1?
Strategy Building (600 words)
- Based on the previous situational appraisal, identify growth opportunities and outline a creative and innovative marketing strategy that will help you gain competitive advantage for the organisation in the marketplace. Do not forget to highlight why and how this competitive advantage is key to produce value.
- To compose and critically appraise your proposed strategy, use theoretical frameworks and models (like the Marketing Mix) linking to the findings from assessment 1 (initial findings - identified gaps - proposed strategies).
- Please try and reference separately all appropriate theories and models for the marketing mix elements which you are including as part of your marketing strategy.
- Make sure that throughout the assignment you provide explanation for each model or theory you apply to the chosen company and the rationale for this selection.
Implementation & Recommendations (600 words)
Now that you have analysed a proposed strategy, develop a short implementation plan, which includes monitoring and control procedures. Considering the particularities of your chosen organisation make recommendations as to the optimal schedule and time- plan for each component of the strategy. Building on the findings of your situational analysis in Assignment 1 you should critically appraise the marketing situation of the organisation and the strategic marketing options open to it.
Conclusion (200 words)
Draw together the main conclusions of the report. Do not add new information, only summarise your previous points highlighting the recommendations you wish to make. Synthesise the new marketing mix and associated innovative practices related to customer management.
References
Ensure you provide in-text citations throughout the report using the Harvard style, together with a reference list of credible sources, to demonstrate evidence of wider reading.
Appendices
The word guide in each section is only indicative. The length of each section will vary depending on the company you chose to analyse in assignment 1 and the findings you got