For the assessment you are to choose your own case study and describe and critique its marketing.
The chosen company for the current report is Apple Inc that deals in consumer electronics and computer software products.
To choose the case study, pick a company, or even a not-for-profit organisation. It may be the same organisation that you chose for the interim, or it need not be. The organisation you choose to analyse may be large or small, private or publically-quoted -- we put no bounds other than it must have a marketing activity.
Apply as many of the concepts covered in this module as you can. You may recall in summary the concepts you use, but do not spend long describing the concept - we need you to apply it.
We are not going to list out the key concepts here, but we shall have a list of them against which we shall be grading you paper. Nevertheless, three key words will be "marketing", "management" and "sustainability". By not specifying here a long list of concepts, we hope to ensure that you have identified them and absorbed them!
Remember, we are looking neither for a monograph on marketing management, nor for a series of definitions, nor for a summary of the material covered in the module nor even a new marketing strategy for the chosen organisation. Instead we are looking for application to a particular case of your choosing.
You would be well advised to use the following resources:
The Triple Bottom Line serves as a guide for sustainable marketing. Consider the stakeholders who need to be integrated into a truly sustainable plan.
The concept of "total product/service" offering lays stress on the quality of service offered, especially for services but also to products. The management of service quality has become a key component of marketing in its broadest sense.
Overall we shall be marking as a function:
- Application of the concepts covered in the module (this will be subdivided into concepts covered)
- Citations and bibliography
- Quality as an essay
Important notes
- Analyse and critique the marketing of Appel company .The purpose is to show the understanding of the concepts of marketing by applying them
- Do not to spend a lot of words defining the concepts; brief summaries will suffice
- The desired length is from 3600 words up to 4000 words in the main text
- Provide a short abstract
These are Key Words when writing the assignment
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COMPETITIVE ADVANTAGE
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OPPOSING COMMODISATION
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BRANDING
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Ps & Cs
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EXPERIENTIAL MARKETING
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CUSTOMER RELATIONS
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SOCIAL MEDIA AND IT
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PRICING & COST STRUCTURE
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STAKEHOLDERS & TBL
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SERVICE QUALITY
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STYLE OF WRITING
- Quite formal, no slang unless in quotes
- We prefer you not to use speech contractions such as can't or won't, but will not sanction them
- You will put the markers in a very bad mood if you confuse it's and its
- Developed paragraphs: try to open the paragraph with a theme sentence and then develop the theme
- Avoid single-sentence paragraphs
- No "remplissage" (pointless filling) like it should be noted