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Marketing Assignment Marketing: Assignment
Assume that you have been appointed to be a marketing consultant
to an organisation of your choice, with responsibility for critically
analysing the marketing strategy for a newly launched product
or service and for making recommendations on a future strategy.
Coursework 1
Brief
You have been requested to undertake a market place evaluation
including a segmentation analysis of the population, to determine
the appropriate target customer group(s) and to consider briefly,
the criteria they will apply to the buying decision. You should
also look the stages that the product/service passed through
in the product development process and how it fits into the
overall product portfolio.
Coursework 2
Brief
As the second part of the above exercise, you should provide
a critical analysis of all the elements of existing marketing
strategy for the newly launched product or service. This should
include an assessment of the alternative options available leading
to appropriate recommendations. You should assume that two of
the objectives set involve creating awareness and generating
income. Finally, you will need to demonstrate how the product/service
should be positioned in future to gain competitive advantage.
粕 The Robert Gordon University 1
Marketing Assignment Submission
The submission deadlines are:
Coursework One: Friday 22nd July 2005
Coursework Two: Friday 12th Septemer 2005
Assessment Guidelines
The following notes are provided by way of additional information.
Coursework Details
Each report should not exceed 2,000 words. Coursework one represents
50% and coursework two 50% of the total mark awarded for the
module. Both should be typed on A4 paper. An executive summary
and any appendices are in addition to the prescribed length.
(Presentation marks will be deducted for reports exceeding the
prescribed length.)
Your reports should clearly address both the practical and academic
Marketing issues as they relate to the organisation you have
chosen.
In the courseworks you should demonstrate understanding of current
thinking, by the application of research from journals, books,
or other current sources.
Reports that are either purely theoretical or purely anecdotal
will not attract high marks.
The assessment of the written courseworks shall be referenced
as follows:
粕 The Robert Gordon University 2
Marketing Assignment Coursework one marks allocation:
Potential % grade Executive summary 10 Market place review 25
Segmentation/targeting 20 Buying decision making 15 NPD process/product
portfolio management 15 Introduction/ conclusion/ references/
appendices/ standard of presentation 15 Total 100
Coursework two marks allocation:
Potential % grade Executive summary 10 Existing marketing strategy
analysis 45 Future strategy options 15 Positioning 15 Introduction/
conclusion/ references/ appendices/ standard of presentation
15 Total 100
Further details of assessment criteria are provided in the assignment
grids. Details of what is expected of students in terms of layout,
presentation, style, etc, are contained in the Aberdeen Business
School report writing guide.
粕 The Robert Gordon University 3
Marketing Assignment 粕 The Robert Gordon University 4 Module
Co-ordinator:
Carolyn McNicholas
Aberdeen Business School,
The Robert Gordon University,
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