Description
Cardiff Metropolitan University
Unit code : MBA 7003
Unit title : Marketing Assignment WRIT 1
Assignment Details
Nature of the Assessment: Assignment 1
Topic of the Case Study: GIVEN
Word count : 2000 words
Due date / Time : 23:59 10th February 2025
Weighting : 50% total marks
Declaration I certify that the attached material is my original work. No other person’s work or ideas have been used without acknowledgement. Except where I have clearly stated that I have used some of this material elsewhere, I have not presented it for examination / assessment in any other course or unit at this or any other institution
Learning Outcomes Covered
- Understand the role and function of marketing in a variety of market and organizational contexts.
- Critically evaluate and utilize marketing research data and methods to a given market situation.
- Apply the concepts of Segmenting, targeting, and positioning to a brand
- Develop and justify a marketing mix for a given target market.
Assignment Brief
This assignment consists of five tasks and each task is equivalent to approximately 400 words. (In order to manage the word count, students may use tables, charts, and infographics where relevant). Students should choose different brands for each task (avoid using same brand/product for all tasks).
The Assessment Tasks
Students are requested to refer to the marking criteria below for details on the expected answer for each task. In addition to referring to lecture notes, students are expected to do wide reading and research relevant to the topics below prior to attempting the questions.
Task 1
Select a brand in the service marketing sector and evaluate its current marketing strategy. Propose improvements to the marketing mix to drive growth in terms of its key performance indicators (KPIs) in the next two years. (20 marks)
Task 2
You have been appointed as a consultant to a product brand of your choice and the Management has requested you to propose market selection criteria to enter a foreign market. The Management is keen to seek growth opportunities in an overseas market due to stagnation in the local market. (20 marks)
Task 3
Marketing research is important to understand consumer behaviour of a target group of customers. Taking a brand of your choice, critically discuss how you would use three marketing research methods to understand the target customer of the brand referred to above. (20 marks)
Task 4
Critically discuss why a marketing audit is necessary for a brand and outline the steps of a marketing audit. You are required to suggest models/tools to analyze the chosen brand’s internal and external environment. (20 marks)
Task 5
Analyse the competitor landscape for a brand of your choice and propose a Segmentation, Targeting and Positioning (STP) strategy. Elaborate on the digital marketing aspects that you propose for this brand to help grow its key performance indicators (KPIs) focusing on a selected target group of customers (20 marks).
Marking Scheme
Task 1
- A detailed evaluation of the current marketing strategy with reference to Segmenting, Targeting and positioning STP) and reference to key performance indicators (KPIs) as to how it has performed.
- Propose improvements to the marketing mix to drive growth of the brands KPIs.
Task 2
- Propose market selection criteria to enter a foreign market. Provide a rational evaluation of proposed overseas markets to enter and recommend one overseas market for entry. Justify your recommendations using facts and figures.
Task 3
Select a target group of customers and conduct a focus group discussion to understand consumer needs for a brand and its key competitors and present the findings in a short report
Task 4
- Discuss why a marketing audit is necessary for a brand. b. Application of the proposed tools.
Task 5
- Analyse the competition.
- Propose a STP strategy
- Suggest digital marketing strategies to be adapted by the brand.
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