The overall aim is to evaluate ways in which changes within
this organisations MACRO environment might impact upon
its marketing strategies and activities.
You will be assessed on your ability to:
Within an evidence-based scenario of a potential
change in any of the MACRO environment forces of your
chosen organisation:
A) Critically evaluate the
companys strategies for:
Sustainable competitive advantage
Segmentation, Targeting and Positioning
(STP), and
Branding
B) Identify and critically assess two
opportunities for growth within the organisations MACRO
environments
C) Make clear links to the marketing
theory that underpin your work
D) Write a logical, well-presented, and accurately
referenced piece of work
Advice on the practical application of theory
There
is an expectation that you go beyond learning gained on the BMHPO module. This includes a need to conduct your own research into the key
themes underpinning the questions above using the academic literature (e.g.
journal articles and other credible sources).
You
will need to briefly introduce your chosen organisation to
familiarise the reader with the appropriate context. Detailed background to the
company is not required and there are no marks awarded.
You are being assessed on your reflections, interpretation, and application
of marketing theory in practice and analytical
reasoning using accepted academic practice and literature.
Guidance notes
An essential feature of the report is to
illustrate how marketing theoretical constructs or models can
be critically analysed and applied to organisations in practice.
You are advised to read widely. In
fact, unless you have read and referenced at least 15 discrete
references
This component is an academic assignment and
should be written in an appropriate style (e.g. using 3rd person).
You are required to present your report using
a clear coherent structure. A typical format will include an introduction,
conclusion, and full reference list. Headings and subheadings may be used
to make your work presentable.
The following font style, line spacing and
page layout should be adopted: You are required to use the APA referencing
style (6th edition)
throughout and can find guidance on this via the University Online Library
Resources.
Beware of sources from the Internet (no
Wikipedia or business balls).
Apart from reputable and academic references
that can be downloaded through the Internet (commonly via the University
Online library catalogue); most Internet references are not
considered reliable for an academic piece of work. Academic
journals generally offer a better source than textbooks.
Your word limit for this assignment is 2500
words
Assessment structuring including
headings and subheadings may follow the marking criteria layout located
under Assessment Criteria Assessment B.
Marking Criteria
Assessment B will be marked against four
criteria presented on the marking guide below. You are expected to demonstrate
strong critical thinking and analytical reasoning at postgraduate level. Please
make sure you are clear on these requirements and seek advice as required.
Criteria
Contents
Approximate Word
Count
Weighting
1
Brief summary statement of the
change in any of the MACRO environment forces of your chosen organisation.
200
10%
2
Potential
impact on marketing strategies under the following headings:
Competitive Advantage
Segmentation, Targeting and Positioning (STP)
Branding
1700
50%
3
Identify 2 specific growth
opportunities in the companys macro environments and set out what the
company should do to take advantage of these
600
30%
4
Bibliography (not included in the
word count)
10%
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