Assignment Brief 2: Introduction to Marketing (105LON)
Module Assessment: End of Term Assignment (Individual Report) Assignment 2: (Assessment 60% of Overall Module mark): (to be submitted by Monday Week 11 – 0900 Hrs)
Brief: Conduct a Marketing Analysis for “A Large UK Retailer”
This assessment is the culmination of all your work in this module. You are required to conduct a Marketing Analysis for your chosen organisation in Assignment One. You are required to present your answer in a report format.
Your task:
Due to the challenging business conditions currently prevailing in the UK and globally, you have been approached by a large sized UK
Retailer to conduct a Marketing Analysis.
Your assignment needs to cover the following points:
1. In order to present a well-constructed report you must carry out a thorough evaluation of the marketing activities and that of their competitors, as well as investigating the latest trends and developments within the Industry.
2. You are required to present your answer in a report format. The report should be presented to directors, using the standard “Report” format and presented to your tutor for assessment through the usual channels (submission through Moodle).
3. A report consisting of 2,500 words will be required to support your answer. 4. Your assignment must be written in report format and include:
• Application of knowledge gained throughout this module (from week 1 to week 10) should be emphasised.
• It is expected that you will conduct extensive secondary research to develop your report. • An executive summary (not included in the word count). No more than one page.
• A full reference list in the Harvard format. All sources of information to support your report must be cited within the main body of text. (The reference list is not included in the word count.)
• Appendices: If you use appendices restrict them to four pages maximum. (Appendices are not included in the word count).
Notes to Candidate:
Within the assignment, you are required to show evidence that you:
• Understand the principles of marketing within the constantly changing environment • Demonstrate an awareness of marketing concepts and approaches in practice
• Critically analyse the main influences on consumer behaviour
• Describe the importance of market research to organisations
• Evaluate the impact of the environment on marketing decisions
• Present marketing theories and practices in a coherent manner by demonstrating quality and clarity of expression, use of appropriate terminology and secondary data to illustrate or support arguments. You need to support your answers with clear evidence.
Structure of the Report:
• Executive Summary (not included within the word count)
• Introduction: Company overview
• Analysis of the Industry, Market Size, Competition etc.
• Segmentation, Targeting, Positioning and Customer Value Proposition
• Marketing Review of Current activities: The Marketing Mix – The 7P’S
• Existing Product Management and New Product Development
• Distribution Channels, Innovative edge, Pricing Mechanisms etc.
• Conclusion
• Recommendations: (focusing on marketing decisions in order to help your chosen organisation in terms of “Acquisition and Retention objectives” for examples:
• References
• List of figures
• Appendices
Last Completed Projects
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