Assessment Task

“Based on the company Chain Reaction Cycles, Belfast, https://www.chainreactioncycles.com,

Prepare a marketing analysis and strategy based on the key concepts and models delivered in this module using the structure outlined below. This should clearly reflect the marketing concepts, tools and marketing mix: product, promotion, price, place, people, process and physical evidence as discussed in class.”

STRUCTURE OF WRITTEN REPORT

  1. Executive Summary — summarising points 2–5. (5%)
  1. Organisational overview— for example provide an up-to-date  overview and  a brief historical background of the organisation (10%)
  2. Literature review – present the results of your critical literature review into current thinking on the concept of marketing; clearly outlining the difference between what the experts and current theory term ‘traditional’ and ‘contemporary/digital’ marketing; present literature on Marketing Strategy and its importance as well as introduction to key models and how they are used within Marketing such as PESTLE, SWOT, Porter’s 5 Forces, Segmentation, Targeting and Positioning (STP) model and the Marketing Mix. (20%)MUST INCLUDE RECOMMENDED READING
  3. Analysis of the Selected Organisation’s Marketing Approach – 30%
    1. Current marketing strategy – traditional/digital.
      1. Micro and macro environment (PESTLE and SWOT)
      1. Competition (Porter)
      1. Customers – segmentation, targeting and positioning approach
  4. Marketing Mix (7ps) – Outline and discuss the organisation’s approach to the following elements of the marketing mix:
    1. Product — the product and service portfolio
    1. Promotion — pull or push communication strategy including choice of medium — digital and/or traditional
    1. Price — i.e. premium, skimming, economy/value or penetrative pricing
    1. Place — choice of distribution strategy
    1. People – the people who make contact with customers in delivering the product or service
    1. Process – the key systems and processes that deliver a product to a customer
    1. Physical evidence – the elements of the physical environment that the customer experiences
  5. Conclusions and Recommendations — Provide recommendations for change to enhance their current marketing strategy and to make it more effective (15%).
  6. Reflective statement – Highlight your learning experiences from the module using a recognised Reflective Practice Model, for example Gibbs or Kolb (10%).
  7. Referencing –  Evidence of reading and referencingin accordance with the Harvard Referencing system (10%)

The final submission should be no longer than 2,500 words to include a 500 word reflective statement (excluding appendices, tables, charts and references) with the word limit clearly stated on the cover page.   Please include a submission sheet, and use Arial 12-point font, single-spaced and single sided, A4 and justified.  .

DATE- 22 NOVEMBER 2021

  • References
Must includebooks
Fahy, J. and Jobber, D. (2019), Foundations of Marketing. 6th edition. London: McGraw-Hill Higher Education. Ebook in stockKotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T., (2019). Marketing Management. 4th European Edition, Harlow: Pearson Education. Ebook in stockChaffey, D. and Chadwick F.E. (2019) Digital Marketing – Strategy, Implementation and Practice, Seventh Edition, Pearson. Ebook in stock
Hooley, G. (2020) Marketing strategy and competitive positioning. 7th ed. Harlow, UK: Pearson Education Ebook in stock: https://catalogue.library.ulster.ac.uk/items/1483616Rogers, D.L. (2016) The Digital Transformation Playbook: Rethink Your Business for the Digital Age. Columbia University Press. . Ebook in stock: https://catalogue.library.ulster.ac.uk/items/1431205
Toulouse, N., Peñaloza, L. and Visconti, L.M. (2020) Marketing Management: A Cultural Perspective. 2nd ed. Milton: Taylor & Francis. Ebook in stock: https://catalogue.library.ulster.ac.uk/items/1487599Lewrick, M., Link, P. and Leifer, L. (2018) The design thinking Playbook: mindful digital transformation of teams, products, services, businesses and ecosystems. Hoboken Fl: John Wiley & Sons, Incorporated. Ebook in stock: https://catalogue.library.ulster.ac.uk/items/1466480Mishra, A.P. and Ranjan, A. (2019) A Modern Playbook of Digital Transformation. New Delhi: SAGE Publications. Ebook in stock: https://catalogue.library.ulster.ac.uk/items/1498390
Include Journals
MarketingJournal of Marketing, Journal of Marketing Management, Industrial Marketing Management, European Journal of Marketing, Marketing Intelligence and Planning General: Harvard Business Review, MIT Sloan Management Review, California Management Review, Business Horizons, Academy of Management Executive Magazines: Business Review Weekly, Fast Company, Marketing Management, Marketing Research, Marketing, Fortune, Business Week, The Economist, Marketing Week