Written assignment describing and analysing the Marketing Objectives of a chosen company or organization, the application of the Marketing Mix, and commenting on the success or otherwise of a particular campaign. The work will require a strong theoretical underpinning from literature and articles beyond the module textbook.
More details below.
3000 words, not including the Cover Page, Contents Page, Bibliography & Appendix (all required), Delivery via Moodle, session 11.
An individual written assignment analysing the application and effectiveness of ONE particular marketing tool applied by a company of the student's choice. Students may choose from Social Media, Sponsorship, Direct Marketing or any other aspect agreed with their Seminar Leader. The analysis should cover the purpose and objectives, researching how effectively those are achieved. The work will require a strong theoretical underpinning from literature and articles beyond the module textbook.
Note - Students are invited to submit a brief outline to their Seminar Leader for approval and advice before commencing the work.
The format should be as follows –
Introduction (presenting the company/organisation)
Literature Review (presenting the theoretical underpinning for the medium discussed)
Main Body (the analysis itself, with any secondary data suitably referenced)
Conclusions (based on the evidence presented, which could possibly include Recommendations).
Bibliography (a list of the books, journals, websites consulted)
Proper Harvard in-text referencing is required otherwise the submission will be refused.
Appendix (pictures, charts, interviews etc)
LECTURES COVERED DURING THE SEMESTER!!
Session 1. Introduction, context & definitions
Session 2. The Four P's - introducing the Marketing Mix and looking at applications for communication
Session 3. The Other 3 P's - the Service Marketing Mix explained and demonstrated
Session 4. Market Research - Rationale and methodologies for getting touch with the target market
Session 5. Segmentation - Targeting & Positioning - The sequence and tools explained and demonstrated
Session 6. Branding - The voice of the product and the importance of customer focus
Session 7. The Marketing Plan - Rationale and tools for developing an effective strategy through to implementation
Session 8. Integrated Marketing Communications - Developing a communications synergy through ATL and BTL tools
Session 9. International Marketing Decisions - Revisiting the Marketing Mix in an international context and understanding the constraints and what needs to change.
Session 10. Retail Marketing - Different forms of retail, shopping motivations and display techniques explained
Session 11. Business to Business Marketing - The key differences in strategic approach compared with B2C and the tools used
Session 12. Marketing Ethics - A clear demonstration of the wisdom of adopting an ethical approach to marketing communications
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