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9.3 Individual Marketing Report (30% of the total mark)
The Marketing Report for MKT4100 has two individual elements and the learning experience gained will contribute to your Reflective Overview. For a company of your choice (using secondary sources of data), you are required to write a Marketing Report in two phases. The first phase will consist of a situation analysis whilst the second phase will detail the objectives and strategies you recommend given your analysis in phase 1. The following sections provide details on both phase 1 and 2. Use the following report format:
? Title
? From:
? To:
? Date:
1. Terms of Reference (or Introduction)
2. Procedure (or Method)
3. Findings
a. Section heading
i. Sub heading (if required)
1. sub-point (if required)
4. Conclusion
5. Recommendations (if required)
Within the report format above, both phases will be assessed using the following criteria
1. Depth of research, analysis, interpretation and discussion
2. Appropriate use of strategic Marketing frameworks
3. Physical presentation of the report
Indicate the word count (for both phases) on the first page and include a bibliography at the end (Harvard system) of the document. The whole report should be 1.5 line spaced, written using font size 12, Arial, bound with a single staple at the top left hand corner, and referenced appropriately throughout.
Marketing Report Phase 1 (Situation Analysis)
With reference to a company of your choice and using appropriate strategic frameworks, you are required to produce a situation analysis, in report format. The analysis should include the following:
? Competitor Analysis
? Market Analysis
? Environmental Analysis
? Customer Analysis
? Internal Analysis
This phase should include a SWOT analysis and a summary of the key issues your chosen company faces.
Phase 1 of the marketing report will constitute 10% of the overall module assessment mark and should be a maximum of 1000 words in length. You are advised to pay particular attention to the strategic frameworks/theories/tools available for conducting a situation analysis.
Marketing Report Phase 2 (Objectives and Strategy Development)
With reference to the same company, you are required to propose a set of objectives and identify, detail and justify the strategies and marketing programme that can be used to achieve those objectives. The Phase 2 report should include the following:
? Marketing Objectives
? Targeting and Positioning
? Growth Strategies (if the objectives set refer to growth/improvement of current position)
? Selection of Competitive Advantage
? Marketing Mix Programme
This second phase of the marketing report should conclude by briefly explaining how the proposed strategic choices are capable of exploiting and/or avoiding major issues identified in the situation analysis. Phase 2 of the marketing report will constitute 20% of the overall module assessment mark and should be a maximum of 2000 words in length.
This assessment is summative. Knowledge / skills: 1, 2, 3, 4, 5, 6, 7 and 8
3. Aims of the Module
This module aims to provide you with a framework for analysing marketing processes from a strategic and managerial perspective in a diverse range of organisations. In particular, the module will focus on the development and implementation of marketing strategies to help organisations gain a competitive advantage in a highly volatile operating environment.
4. Learning Outcomes
4.1 Knowledge
On completion of this module, the successful student will understand and be able to:
1 Identify, critically evaluate and make appropriate use of a range of information from a variety of sources on an ongoing basis to inform decision making and the development of marketing strategy
2 Make a reasoned and critical selection of analytical tools and techniques appropriate to an organisation?s strategic aims and objectives. This includes the evaluation of methodologies and epistemologies where appropriate and the ability to critique them.
3 Develop an advanced appreciation of, and the ability to critically reflect on, ethical issues facing modern organisations and their impact on the strategic choices made and implemented at managerial level
4 Develop and critically evaluate the feasibility of alternative strategy options, and present and justify a range of solutions suitable for a potentially successful implementation in practice.
4.2 Skills
This module will call for the successful student to be able to:
5 Demonstrate advanced critical and analytical thinking skills in a range of circumstances and appreciate the role of complexity in advanced planning and strategy formulation
6 Synthesise information and present a range of problem-solving solutions demonstrating logical consistency and adequacy of conclusions supported by appropriate data and informed by relevant strategic frameworks, concepts and theories
7 Determine the resources needed for a given project, including those required to manage core capabilities and expertise available to an organisation
8 Develop a strategic marketing plan/report/consultancy report
9 Select an appropriate content, medium and style of presentation for a range of academic and professional audiences, including the development of advanced communication, teamwork and inter-personal skills
10 Demonstrate deep learning of relevant content, which includes the ability to critically reflect on, and self-evaluate, the achieved results
NOTS:
it is Required
1-? Executive Summary ? evident? Both Phases discussed?
2-Appropriate use (application) of theoretical underpinning to support (analysis, interpretation and discussion):
? Competitor Analysis
? Market Analysis
? Environmental Analysis
? Customer Analysis
? Internal Analysis
SWOT analysis and a summary of the key issues facing the company
3-? Appropriate use of supporting material ? referencing / bibliography (wider reading). Use of figures/diagrams
? Spelling, grammar, punctuation etc
? Evidence of independent thought
? Focus and clarity of argument maintained throughout
? Inclusion of appropriate sections/subsections (Report format used?)
4-Appropriate use (application) of theoretical underpinning to support (analysis, interpretation and discussion – including the identification, detail and justification of):
? Marketing Objectives
? Growth Strategies (if the objectives set refer to growth/improvement of current position)
? Selection of Competitive Advantage
? Targeting and Positioning
? Marketing Mix Programme
Does the report conclude by explaining briefly how the proposed strategic choices are capable of exploiting and/or avoiding major issues identified within the situation analysis ? Phase 1?
5-? Appropriate use of supporting material ? referencing / bibliography (wider reading). Use of figures/diagrams
? Spelling, grammar, punctuation etc
? Evidence of independent thought
? Focus and clarity of argument maintained throughout
? Inclusion of appropriate sections/subsections (Report format used?)
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