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ASSIGNMENT FRONT SHEET

BUS 651 Strategic Marketing

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.

Student Signature: Date:

Student Registration Number:

Student email address:

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:

Electronic copy of assignment must be submitted through Turnitin software - no hard copies accepted.
This assignment will be marked electronically, and the results and feedback will be made available online through Turnitin.
10% of marks are awarded for satisfactory use of language, structure, format, style and overall presentation.
5% of marks are awarded for satisfactory referencing (Harvard referencing method) and formatting a Reference List. Note that all referenced work should be obtained from credible sources.
Students should ensure that they comply with Glyndwr University’s plagiarism policy.
Students should not exceed the word limit more than the indicated tolerance level (10%).

Learning Outcomes:

Synthesise the new marketing mix and associated innovative practices related to customer management.
Recognise the challenges of implementing marketing strategies and the need to manage resources effectively through monitoring, measuring and the adoption of continuous improvement.

Overall Comment:
	Mark (%)

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:		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.		35
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%

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

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.

BUS 651 Strategic Marketing Assignment

Overview

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.

Assignment Objectives

The primary objectives of the BUS 651 Strategic Marketing assignment are to:

Develop Strategic Thinking: Encourage students to think strategically about marketing decisions and their long-term implications.
Apply Marketing Theories: Use marketing theories and models to analyze and solve business problems.
Conduct Market Research: Gather and analyze market data to inform strategic decisions.
Create Comprehensive Marketing Plans: Develop detailed marketing plans that include target market identification, positioning, and marketing mix strategies.
Evaluate Marketing Performance: Assess the effectiveness of marketing strategies and suggest improvements.

Assignment Components

The assignment typically includes several key components:

Company Analysis
- Situation Analysis: Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to understand the internal and external environment of the company.
- Competitive Analysis: Evaluate the competitive landscape using Porter’s Five Forces model.
- Market Segmentation: Identify and describe the market segments relevant to the company.
Marketing Strategy Development
- Target Market Selection: Choose the most attractive market segments for the company to target.
- Positioning Strategy: Develop a positioning statement that defines how the company’s product or service will be perceived in the minds of the target market.
- Marketing Objectives: Set clear, measurable marketing objectives aligned with the company’s business goals.
Marketing Mix Strategy
- Product Strategy: Define the product features, benefits, and differentiation points.
- Pricing Strategy: Develop a pricing strategy that reflects the value proposition and competitive dynamics.
- Place (Distribution) Strategy: Outline the distribution channels and logistics plan to ensure product availability.
- Promotion Strategy: Create an integrated marketing communications plan, including advertising, sales promotions, public relations, and digital marketing tactics.
Implementation Plan
- Action Plan: Develop a timeline and action plan for executing the marketing strategy.
- Budget: Prepare a budget that allocates resources to various marketing activities.
- Risk Management: Identify potential risks and develop contingency plans.
Performance Evaluation
- Metrics and KPIs: Define key performance indicators (KPIs) to measure the success of the marketing strategy.
- Monitoring and Control: Establish a system for monitoring marketing activities and adjusting the strategy as needed.

Deliverables

The deliverables for the BUS 651 Strategic Marketing assignment typically include:

A comprehensive written report detailing the strategic marketing plan.
A presentation summarizing the key points of the marketing strategy.
Supporting documents such as market research data, financial projections, and any other relevant appendices.

Evaluation Criteria

Students are evaluated based on the following criteria:

Quality of Analysis: Depth and accuracy of the situational, competitive, and market analysis.
Strategic Insight: Creativity and feasibility of the marketing strategies proposed.
Practical Application: Ability to apply theoretical concepts to real-world scenarios.
Clarity and Professionalism: Clear, concise, and professional presentation of the marketing plan.
Team Collaboration (if applicable): Effective collaboration and contribution of each team member.

Conclusion

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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Synthesise the new marketing mix and associated innovative practices related to customer management.