Marketing and Brand Management. Please read the instructions carefully and give me a proper quote as all the require materials.
Assignment-1:
Overview
Throughout the module, you will participate in activities and complete assignments that will help prepare you to complete this Final Project. Many of the elements for your Final Project will first be submitted as Individual Assignments during the various units. You will have a chance to revise and improve them before submitting your Final Project, based on feedback from your Faculty Member and peers. Use the instructions below to complete all required elements of your Final Project.
For this Final Project, imagine that an organisation that owns and manages a brand is experiencing a critical downturn in its business. The organisation needs to expand its brand offerings to be competitive in a global market. You are tasked with developing a new product that would fit within this brand to introduce to a new international market (i.e. outside the organisation's home market).
To select an organisation and brand to feature, refer to Interbrand's list of top 100 global brands. An Interbrand report is included in the Unit 1 Readings. Select one brand from among the last 50 brands (i.e. 50-100) of the Interbrand list to feature in your Final Project. Choose a brand that is more focused on business-to-consumer (B2C) products.
During the course of developing this Final Project, you will be conducting research in the following areas:
• Organisational business strategy and objectives
• Organisational internal and external environments
• Brand marketing strategy and objectives
• Market research approaches
• Marketing communications, with an emphasis on the opportunities afforded by digital communications
• Strategies for building a competitive advantage
The result will be a paper of approximately 6,000 words with the following components.
Your Final Project in this module consists of two parts:
• Part 1: Strategic Marketing Plan
? Section 1: Situational Analysis (1,500 words)
? Section 2: Marketing Plan (3,000 words)
? Section 3: Critical review of a current debate in marketing and brand management (1,500 words)
• Part 2: PPDP Update (not assessed)
Final Project Part 1: Strategic Marketing Plan
• Section 1: Situational Analysis
? Compile a synopsis of your Individual Assignment entries from Units 1 and 2. Include feedback from your Faculty Member and colleagues.
? Add a reflection summarising what you have learned from completing your Unit 1 and 2 Individual Assignments, highlighting specific attributes that would help in determining an organisation's current strategic marketing situation in preparation for selecting a new product to introduce in an international market.
? Use diagrams and tables to illustrate your points and save on word count.
To review:
? In Unit 1, you selected one organisation to feature throughout this Module whose marketing and brand management strategies you researched. You then conducted an informal situational analysis on the organisation you chose.
? In Unit 2, you described a fictitious product idea that would be a logical fit for your chosen organisation and brand. You then analysed the role of market research in the marketing strategy for introducing a new product and explored the buying process.
• Section 2: Marketing Plan (3,000 words from Units 3, 4 and 5)
• To review:
In Unit 3, you examined whether your new product proposition was right for your target market by going into more detail into segmentation, targeting and positioning (STP). You also described the brand and product value proposition.
? In Unit 4, you analysed the current marketing mix of your chosen organisation and created a new marketing mix for your fictitious new product.
? In Unit 5 , you developed strategies to build a competitive advantage for your chosen organisation.
• Section 3: Critical review of a current debate in marketing and brand management (1,500 words)
? Select a current debate in marketing and brand management.
? Search the Internet and University of Roehampton Library and identify a relevant article about the current debate you selected.
? To complete the critical review, compose an essay of approximately 1,500 words that includes the following:
? An introduction paragraph identifying the current debate you selected and why it interests you.
? A paragraph critically reviewing the article you identified.
? An explanation of what side, if any, you take in the debate, incorporating learning from the module. If you did not take a side, explain why.
Assignment-2:
Current Issues in Marketing and Brand Management
No organisation, product or brand exists in a vacuum, so it is important to understand current issues in marketing and to be able to critically analyse their significance.
Among other issues in marketing and brand management, perhaps one of the most transformational has been the rise of the digital age. Social media sites have changed both the form and function of marketing. Gone are the days when customers passively accepted the messages organisations passed down to them in the form of advertising campaigns. Due to the ease of relating information on products and services to one another, today's customers are actively engaged in the marketing process, which has both positive and negative consequences for organisations. Within this technological evolution are many related issues and debates. For example, marketing experts caution that customers have transitioned from the ‘funnel' approach in which they considered many options, narrowing them down until making a choice, to a new path to decision making (Edelman, 2010). This new, four-stage path is critical to understand when developing strategic marketing plans for any new service.
To prepare for this Shared Activity:
• Research articles pertaining to current issues in strategic marketing and brand management in the University of Roehampton Library and/or the Internet. Select two current (no older than 2 years) articles, one on digital marketing and one on another topic which relates to strategic marketing and brand management. Reference your articles when posting.
To complete this Shared Activity:
Post a critical analysis of the articles, noting such insights as common themes relevant to the development of strategic marketing plans. Are there any relevant, emerging debates? If so, describe both sides of the debate as well as your own thoughts related to the issue. Explain how to consider current issues when developing a marketing plan.
Need havard style referencing and plagiarism free solution.