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ASSIGNMENT FRONT SHEET
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 Programmes
Year/Level: 2 / Level 6 Academic Year: 2021 / 2022
Module title: Strategic Marketing
Module code: BUS 651
Word guide: 2,000 Percentage Weighting of this assignment for the module: 50%
Return date: 06.11.2022
Grading & Marking Criteria
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. Analyse the micro and macro environment of an organization from the perspective of markets, customers and competitors.
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. Conduct a situational analysis of the organisation’s current internal and external marketing environment.
Assessment Criteria Learning Outcomes To Be Met:
Evidence and depth of situational analysis conducted.
Demonstration of knowledge and understanding of relevant strategic marketing tools to conduct and analyse preliminary situational analysis.
Awareness of the range of marketing environment issues the company is facing.
Ability to critically evaluate and demonstrate evidence of wider reading.
Quality & Presentation of written work - quality of Harvard referencing throughout; Report format: (numbered subheadings, introduction, recommendations, conclusion, page numbers)
Select an organization that you are familiar with and produce a 2000-word report providing a clear critical insight into the current strategic marketing issues facing that organization.
Using appropriate academic strategic marketing tools and frameworks:
Outline for Assignment 1 Report approx. 2000 words Cover title page
Introduction to report, set out content including initial introduction to company, state that you will be undertaking a Strategic Marketing analysis and. You should also introduce report aims and objectives (which is to undertake a situational analysis and discuss the findings in order to provide conclusions for a marketing strategy in assessment 2).
A detailed overview of the company and its current situation, with reference, to Strategic Marketing (briefly define what marketing strategy is). Analyse the micro and macro environment of an organization from the perspective of markets, customers and competitors.
Undertake a situational analysis of the company’s current internal and external marketing environment:
A short explanation of each theoretical framework, models etc applied in the analysis of company and the rationale for selection of the relevant models. (modules / frameworks tools may include, but you will not be able to use all, just pick some (based on your organisation and word limit): Porters Five Forces, SWOT analysis, Ansoff’s Product / Market Mix, Market Segmentation, Hierarchy of strategy, PESTLE analysis, Porters Value Chain, A mapping of the external and internal environments, GAP analysis). Conduct a situational analysis of the organisation’s current internal and external marketing environment.
Detailed analysis of the company applying the frameworks and models, with reference to Strategic Marketing (referencing the theory used).
Initial outcomes / findings, identifying gaps, what relevant strategic / marketing strategies can be proposed following the analysis.
Discussion of main findings / outcomes, from analysis.
Draw together your main conclusions of the report. Do not add any new information, only summarise what has been said and highlight the main findings / point you wish to make. Analyse the micro and macro environment of an organization from the perspective of markets, customers and competitors.
NB Word guide is only an approximation, as this will vary depending on the company you have chosen to analyse.
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