ELECTRONIC ASSIGNMENT COVERSHEET

Student Information

(To be filled by the student prior submitting the assignment)

PASS/MERIT/DISTINCTION/REDO

Date:  

Summative Feedback:

Overall Feedback on current work with emphasis on how the student can improve and achieve higher grades in future.

Scenario:

As a newly recruited Junior Marketing Analyst in Marketing Department, you are required to investigate a retail organization based on the various definitions and theories you have learnt about Marketing and its importance in business, explain how would current and future environmental changes / trends impact the role of marketing in business organizations. Critically assess the role of marketing in achieving company goals with a discussion on how the mentioned issues would impact the overall organization; your views on measures taken by the company and justification of your suggestions for improvement. Furthermore, you are required to select one competitive organization from a retail industry of your choice, compare and critically evaluate how your chosen organization and the selected competitor have used the marketing mix (7P’s) to achieve their organizational goals.

Assignment activity:

You have been approached by a Magazine, which has invited you to write an article aimed at introducing its younger audience to marketing as an exciting career pathway. As part of the article, you have been given a space (2000- 2500 words) and have been asked to do the following:

• explain the concept of marketing and analyse the role of marketing in the context of the retail industry.
• Explain and analyze how the marketing function works and interacts with other departments in the chosen organisation in the retail sector and how it supports the wider organisational context in terms of vision, mission, and objectives. 
• critically analyse the external and internal environment in which the chosen company has to conduct its marketing operations.
• Compare the marketing mix for any two products/product lines of the chosen organisation with any other organisation in the same sector.
• Review and evaluate the marketing strategies and tactical approaches adopted by the chosen organisations and how these contribute to its success and meeting its overall business objectives. 

Scenario:

In your role as a Junior Marketing Analyst at the Marketing Department, compile an individual report by formulating a marketing plan for a new product of selected retail organization giving special reference to monitoring and control measures. Furthermore, you are required to develop a strategic marketing plan for the new product line and justify the selected marketing mix. Evaluate selected media activities based on the objectives of a marketing campaign brief. Critically analyze and provide justifications based on quantitative and qualitative criteria of the integrated multimedia plan. 

Assignment activity:

On completion of the benchmarking analysis, you are required to prepare your findings as a report for the senior management team. Learner must submit a marketing plan that addresses the set brief. This should be written in a structured format, making use of heading and sub-headings, and using business language. The recommended word limit is 2,000 – 2,500 words. A detailed media plan needs to be fully integrated into the overall marketing plan. You have been asked to do the following:

• Develop and produce a strategic marketing plan for the new product line that includes all the key elements of marketing planning and integrates the extended marketing mix. The plan should measure the achievements of marketing objectives within key performance metrics.
• Provide an integrated multimedia plan (selecting appropriate digital, offline, and social media channels for communication). 
• Determine the strategies and tactics by analyzing qualitative and quantitative criteria and recommend the allocation of resources based on their potential impact on achieving campaign objectives while considering budgetary requirements.

The submission is in the form of an individual written report. This should be written in a concise, formalbusiness style using single spacing and font size 12. You are required to make use of headings, paragraphs, and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 4000 - 5000 words, although you will not be penalized for exceeding the total word limit.