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ASSIGNMENT FRONT SHEET
Assignment 2
Student Name:
Certification: I certify that the whole of this work is the result of my individual effort and that all quotations from books, periodicals etc. have been acknowledged.
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Programme: Business Programme
Level: 6
Academic Year: 2021 / 2022
Semester: 2
Module title: Strategic Marketing
Assignment: 2
Module code: BUS 651
Word Limit: 2,000 (+/- 10%) Percentage Weighting of assignment: 50%
Issue date:
12.10.2022
Return date: 06.11.2022
Lecturer:
Overall Comment:
Mark (%)
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.
Marks will be awarded for your report as follows:
Assessment Criteria - Learning Outcomes to Be Met:
Marks Awarded
Marks Available
1
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.
35
2
Recommendations for future growth options and sustaining competitive advantage in the form of a strategic marketing plan.
3
Ability to critically evaluate a range of academic theory (to justify your ideas and demonstrate evidence of wider reading and research).
15
4
Quality & Presentation of written work - quality of Harvard referencing throughout; Report format: (numbered subheadings, introduction, recommendations, conclusion, page numbers).
10 + 5
Total Marks
100%
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.
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.
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.
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.
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
Grading & Marking Criteria
80 +
Outstanding work of exceptional merit, which is original in content or approach allowing a novel perspective, going beyond what is available in the literature.
70 - 79
Work, which is clearly articulated and well substantiated, based on extensive reading, and demonstrates an authoritative grasp of the concepts, methodology and content appropriate to the subject and to the assessed task. There is clear evidence of originality and insight and an ability to sustain an argument, to think analytically and / or critically and to synthesise material effectively.
60 - 69
Work which demonstrates a very good level of understanding of the concepts, methodology and content appropriate to the subject and which draws on a wide range of properly referenced sources. There is clear evidence of critical judgement in selecting, ordering and analysing content. The work demonstrates some ability to synthesise material and to construct responses, which reveal insight and may offer some occasional originality.
50 - 59
Work derived from a solid basis of reading and which demonstrates a grasp of relevant material and key concepts and an ability to structure and organise arguments. The performance may be rather routine but the work will be accurate, clearly written and include some critical analysis and a modest degree of original insight. There will be no serious omissions or irrelevancies.
40 - 49
Competent and suitably organised work, which demonstrates a reasonable level of understanding with minimal analysis and interpretation. It covers the basic subject matter adequately but is too descriptive and insufficiently analytical. There may be some misunderstanding of key concepts and limitations in the ability to select relevant material so that the work may be flawed by some omissions and irrelevancies. There will be some evidence of appropriate reading, but it may be too narrowly focussed.
30 - 39
Work lacks evidence of knowledge relevant to the topic and / or significantly misuses terminology. There is either no evidence of literature being consulted or irrelevant to the assignment set. Inaccurate or inappropriate choice of theory. Unsubstantiated / invalid conclusions based on anecdote and generalisation only, or no conclusions at all. Lacks critical thought, analysis and reference to theory.
0 - 29
Insufficient level of understanding and knowledge base unacceptably weak. No evidence of logical structure and poorly presented. Referencing is unsystematic or absent. 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.
The BUS 651 Strategic Marketing course focuses on developing advanced marketing strategies that align with an organization`s overall business objectives. The course is designed to enhance students` understanding of how to create, implement, and evaluate marketing strategies in a competitive and dynamic business environment. An essential component of this course is the strategic marketing assignment, which allows students to apply theoretical concepts to real-world scenarios.
The primary objectives of the BUS 651 Strategic Marketing assignment are to:
The assignment typically includes several key components:
Company Analysis
Marketing Strategy Development
Marketing Mix Strategy
Implementation Plan
Performance Evaluation
The deliverables for the BUS 651 Strategic Marketing assignment typically include:
Students are evaluated based on the following criteria:
The BUS 651 Strategic Marketing assignment is a critical exercise that bridges theoretical knowledge and practical application. It prepares students for real-world marketing challenges by enhancing their strategic thinking and problem-solving skills. Successful completion of this assignment demonstrates a student’s ability to develop and execute effective marketing strategies that drive business success.
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