February 2018 at 16:00 Word Count: 3500 words

PGBM15 Marketing Management Assessment Title: Critical Evaluation of the Contribution of Current Marketing Management Theory and Practice Weighting: 100% Issue Date: Week 2 Submission Date on Canvas & JIRA: Tuesday 6th February 2018 at 16:00 Word Count: 3500 words (+/-10%) excluding Appendix and Reference (see AQH-F15) Your mark and feedback will be made available to you electronically on JIRA once the internal moderation process has taken place, you should note that at this stage marks are still subject to external examiner and academic board approval. Learning Outcomes Assessed Upon successful completion of this module, students will have demonstrated Knowledge K1 – That they understand the merits of particular marketing concepts when applied to selected business situations. K2 – That they can understand the potential impact of factors in the external environment on the marketing activities of organisations. K3 – That they have understanding of the major decisions that organisations confront in satisfying market-place needs. K4 – That they understand market planning in organisations.Skills S1 – How to conduct research using relevant marketing journals and business documentation Task Context: The Fast Moving Consumer Goods (FMCG) industry includes household items bought when shopping in the supermarket; termed ‘fast moving†because these items are quick to leave the shelves, tend to be high in volume and are low in cost. These products are often the essential items we use or consume in our everyday lives. This is a multi-million dollar sector, marketing some of the worldâ€s most famous household brands. This assignment is divided into three elements. You will need to achieve an overall mark of 40% in order to successfully complete this module. You should select a brand from an FMCG confectionary category Part 1. Using appropriate knowledge of business and marketing philosophies and concepts, critically evaluate the strengths of the organisationâ€s approach in delivering value with respect to your chosen brand. (30%) Part 2. Research and evaluate the dynamics and trends within the marketing environment identifying the key factors that could positively or negatively affect the performance of your chosen brand. (30%) Part 3. As the newly appointed marketing manager responsible for this brand make recommendations to increase profitability, market share, and the sustainability of your brand. Your suggestions must be underpinned with relevant theory and reallife/academic case studies. (40%) Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.2 | P a g e Assessment Guidance Part 1. Students are expected to critically evaluate marketing management with application to their chosen organisation / brand. In doing so, students will consider the adoption of business and marketing philosophies and concepts; these may include, however are not limited to; market orientation, social marketing, holistic marketing, marketing mix approaches, relationship marketing, performance marketing and internal marketing. Part 2. Students should apply relevant frameworks to critically evaluate the external environment. Students must demonstrate that they have undertaken research using a wide range of relevant and current sources which must be referenced. In this section students will be expected to synthesise the market intelligence from their research, demonstrating the ability to evaluate what is relevant and significant for the organisation. Part 3. From the evaluation undertaken in Part 2 students will identify key opportunities / areas for improvement, to increase profitability, market share and the sustainability of the chosen brand. These will form the basis of recommendations. With reference to the marketing management process, students will make recommendations on Segmentation Targeting and Positioning (STP) strategy, brand building, shaping the market offering, implementation and marketing metrics. It is expected that recommendations will be underpinned with relevant theory and organisational case studies.3 | P a g eGeneric Assessment Criteria – Postgraduate These should be interpreted according to the level at which you are working Categories Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature 86 – 100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and eleganc…

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