Introduction:-
This module aims to equip you with the conceptual knowledge needed to develop your understanding about Marketing. It explores a diverse range of activities that comprise marketing management in order to enable you to appreciate major Marketing activities. By completing this module you will develop an understanding of applying marketing key concepts, principles and techniques hence contributing to the core vision of your course.
Assessment:-
The assessment for this module is by coursework and consists of an individual marketing project report (100%) related to the different elements of Marketing. You are required to submit a report of 2500 words (not including: title page, table of contents, executive summary, references and appendices) both in hard copy as well as electronic format (CD, etc).
You should note that the assignment integrates lectures/seminars with the coursework task, and gives you the opportunity, through reading, research, and knowledge sharing to prepare for a Marketing role upon graduation.
Project Details:
You are required to develop and submit a marketing plan of 2500 words (not including: title page, table of contents, executive summary, references and appendices) by the submission deadline for a new product of company of your choice. Within this report you need to apply your marketing knowledge to:-
1. Chose a market as a subject for your assignment.
2. Very briefly evaluate your chosen market.
3. Develop a new product for your company to enter this market, decide and describe:
o How you will segment the market? Why?
o Which segment you will be targeting? Why?
o How you will position your product versus the competition within your chosen segment? Why?
4. Develop a marketing strategy for the new product highlighting all the needed details of the product marketing mix (4 P’s / 7 P’s).
5. You will be expected to demonstrate a detailed understanding of marketing issues such as branding, relationship building and promoting and be able to demonstrate how these principles can be applied within your marketing plan.
Useful Websites and papers:
– Gamble, J., & Gilmore, A. (2013). A New Era of Consumer Marketing? An application of Co-creational marketing in the Music Industry. European Journal of Marketing, 47(11/12), 5-5.
– Kurt, D., & Hulland, J. (2013). Aggressive Marketing Strategy Following Equity Offerings and Firm Value: The Role of Relative Strategic Flexibility. Journal of Marketing, (ja), 1-54.
– Bezawada, R., & Pauwels, K. (2013). What Is Special About Marketing Organic Products? How Organic Assortment, Price, and Promotions Drive Retailer Performance. Journal of Marketing, 77(1), 31-51.
– Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: do firms do it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170.
– Mintz, O., & Currim, I. S. (2013). What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?. Journal of Marketing, 77(2), 17-40.
– Jafari, A. (2013). The Principles of Islamic Marketing by Baker Ahmad Alserhan. 2011. Gower Publishing Limited: Surrey (UK). 204 pages. ISBN 978-0566089220. European Journal of Marketing, 47(10), 11-11.
– Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2), 156-160.
– Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2013). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 1-21.
Section 2: Tutor’s comment and general assessment
Presentation of Assignment and Clarity of Expression:
Presentation shows a polished, coherent structure. Thoughts and ideas are clearly expressed. Fluent academic writing style.
Presentation carefully and logically organized. Thoughts and ideas clearly expressed.
Presentation shows an attempt to organize in a logical manner. Meaning apparent, but language not always fluent.
Presentation is disorganized. Purpose and meaning of assignment is unclear and/or is poorly organized.
Distinction Merit Pass Fail
Attention to the Purpose of the Assignment and covering all the required points:
Has addressed the purpose of the assignment comprehensively and imaginatively. All the required point are covered in a comprehensive way
Has addressed the purpose of the assignment coherently and with some attempt to demonstrate imagination. All of the required points are covered.
Some of the answer responds to the purpose of the question. The required points are covered but it needs attentions.
Answer fails to address the question set. Some of the required points are not covered.
Distinction Merit Pass Fail
Critical analysis of marketing related theories:
The assignment demonstrates application of critical analysis. Arguments are well integrated with good linkage between marketing related theories and practice.
Clear application of theory through critical analysis of the topic area. There is some link between marketing related theories and practice
Limited evidence of critical analysis. Tendency towards description. Poor linkage between marketing related theories and practice
Lacks critical analysis of theory. Purely descriptive. There is no linkage between marketing related theories and practice
Distinction Merit Pass Fail
Company/Market Introduction:
Very good introduction of the chosen company covering all of the required points.
Appropriate introduction of the chosen company covering most of the required points.
Limited introduction of the chosen company.
None or unsubstantiated introduction of the chosen company.
Distinction Merit Pass Fail
Development of New Product:
Very good development and introduction of the new proposed product covering all the NPD stages.
Appropriate development and introduction of the new proposed product.
Limited introduction of the new proposed product.
None or unsubstantiated introduction of the new proposed product.
Distinction Merit Pass Fail
Development of the New Product Marketing Mix:
Excellent presentation of the new product marketing mix covering all the mix elements with sufficient: discussion, depth and breadth of investigations, a rationale and justification for decisions and/or recommendations for all of the marketing mix elements.
Appropriate presentation of the new product marketing mix covering all the mix elements with limited: discussion, depth and breadth of investigations, a rationale and justification for decisions and/or recommendations for one or more of the marketing mix elements.
Limited presentation of the new product marketing mix covering all the mix elements with limited: discussion, depth and breadth of investigations, a rationale and justification for decisions and/or recommendations.
Very poor presentation of the new product marketing mix with no: depth and breadth of investigations, a rationale and justification for decisions and/or recommendations. Or not covering all the required marketing mix elements.
Distinction Merit Pass Fail
Choice of Market segmentation and targeting:
Excellent presentation of the new product segmentation and targeting covering all of the required segmentation and targeting processes.
Appropriate presentation of the new product segmentation and targeting covering most of the required segmentation and targeting processes.
Limited presentation of the new product segmentation and targeting covering some of the required segmentation and targeting processes.
None or very poor presentation of the new product segmentation and targeting.
Distinction Merit Pass Fail
New Product Positioning:
Excellent presentation of the new product positioning with good illustration and use of the PM or the 4C’s model.
Appropriate presentation of the new product positioning with some illustration of the PM or the 4C’s model.
Limited presentation of the new product positioning without illustration of the PM or the 4C’s model.
None or very poor presentation of the new product positioning.
Distinction Merit Pass Fail
Illustrations: Use of examples/evidence:
Appropriate examples are fully and reliably integrated and evaluated.
Some use of examples. Well integrated and evaluated.
A little use of examples. Little integration and evaluation.
Very little use of examples. No evaluation.
Distinction Merit Pass Fail
Conclusions/Implementation:
Analytical and clear conclusions well grounded in theory and literature showing reflection upon key issues.
Good understanding shown in summary of arguments based in theory/literature.
Limited conclusions only partially grounded in theory / literature.
None or unsubstantiated conclusions.
Distinction Merit Pass Fail
