Assignment
Brief As part of the formal assessment for the programme you are required to submit a Marketing Management assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.
Learning Outcomes: After completing the module you should be able to:
1. Critically evaluate and analyse the resources available to a marketer and establish how different environments influence the resources mix;
2. Explain and evaluate how insight into buyer behaviour can enhance the effective use of marketing resources;
3. Critically evaluate the role recent marketing developments, such as relationship marketing, e-business, sustainability marketing and ethical concerns, play in an organisation's evolution.
4. Develop and implement marketing plans for a product or service and critically reflect on the appropriateness of these. Your assignment should include: a title page containing your student number, the module name, the submission deadline and a word count; the appendices if relevant; and a reference list in Bournemouth University (BU) Harvard format. You should address all the elements of the assignment task listed below. Please note that tutors will use the assessment criteria set out below in assessing your work. Page 3 of 7 Assignment Task In your role as a Marketing Consultant, you have been asked by Wiggo*: a fictitious European supermarket (food retailer) chain (similar to Aldi and Lidl) to research and report on the feasibility of them launching in a new international market (this can be a country or economic zone of your choice and/or one you are familiar with). *Please note Wiggo is a fictitious company and no use will be served by searching for them on the Internet. Note: Approximately 6 weeks into the study period you will be allocated into a team .Teams will comprise either 4 or 5 individuals. Team Task
1. Produce a team-agreed amalgamation of the individual marketing plans to be presented via a PowerPoint presentation. This should take the form of an imagined face-to-face ‘pitch' to the client to support and promote your bid for this consulting contract. A maximum number of 12 slides for a 20-minute presentation (you will not be required to undertake the actual presentation).
2. You should accompany each slide with written notes (NOT an embedded voiceover) that simulate the face-to-face pitch PowerPoint lets you type note in beneath each slide when in the ‘normal' mode). Word Limit: Maximum of 1000 words Weighting: 40% of the total grade This task should be submitted via ‘Submit Team Work' portal Page 4 of 7 Individual Tasks - To be submitted as one single clearly labelled submission Task a
1. Prepare a marketing plan for Wiggo. This should include the following:
a) An executive summary.
b) Situational analysis (this should refer to the country/economic zone you have selected).
c) Marketing objectives (using the SMART format).
d) Marketing plan (strategy and tactical details). To include: segmentation, targeting and positioning analysis; buyer behaviour; marketing mix analysis. Digital marketing and social media should be taken into consideration. In addition your plan should reflect ethical, sustainable marketing and corporate social responsibility considerations.
e) Marketing budget.
f) Conclusions, recommendations and summary. Word Limit: 2000 words Weighting: 50% of the total grade
Task b
a) A critical appraisal of what you have learned in undertaking the team project and your recommendations of what you would do differently for similar future assignments.
b) A record of all contacts made between team members
c) An analysis of the individual contributions
d) An evaluation of the overall success of the project Word Limit: 500 words Weighting: 10% of the total grade Tasks a and b should be submitted as one file via ‘Submit Individual Work' portal Formative Feedback You have the opportunity to submit a one-page summary of your assignment to receive formative feedback. The feedback is designed to help you develop areas of your work and it helps you develop your skills as an independent learner. Your work must be submitted to the module tutor's email address two weeks prior to the submission deadline.
This is to allow time for you to reflect on the feedback and draft your final submission. Formative feedback will not be given to work submitted after the above date. Guidelines: Page 5 of 7 You MUST underpin your analysis and evaluation of the key issues with appropriate and wide ranging academic research and ensure this is referenced using the Harvard system. The My Study Skills Area contains the following useful resources; Study Skills Guide (containing a Harvard Referencing section) and a Harvard Referencing Interactive Tutorial. You must use the Harvard Referencing method in your assignment. Additional notes: Students are required to indicate the exact word count on the title page of the assessment. The word count excludes the title page, executive summary, reference list and appendices. Where assessment questions have been reprinted from the assessment brief these will also be excluded from the word count. ALL other printed words ARE included in the word count. Printed words include those contained within charts and tables. See ‘Word Count Policy' on the homepage of this module for more information.