Sustainable Leadership

CRKC7002 – Marketing Management
Final Assessment Brief
The Final Assessment follows on from
the Formative Assessment but covers all the marketing concepts.
Firstly, you need to choose an
organisation whose marketing you will study. You can choose the same
organisation as you did for the Formative Assessment. The Presentation – Guidelines
for Assessments – posted to the overview, Unit 3 and Unit 8 tabs of the course –
gives further guidance on the choice of organisation. Please take care to read
this document carefully.
The
chosen organisation needs to respect the following criteria:
·
to be an existing organisation
whose correct name is used;
·
to have competition thereby excluding
monopolistic entities;
·
not to be Apple, Coca-Cola nor
Safaricom (these have been chosen too often).
Next, analyse the target
organisation, using all of the concepts covered in this module. You may recall
in summary the concepts you use, but do not spend long describing the concept –
we need you to apply it to the target organisation. The concepts are:

·
Marketing Mix (7P’s & 4C’s)
·
Differentiation and Competitive
Advantage
·
Coping with Commoditisation (+Total
Product and Solution offering)
·
Segmentation
·
Branding
·
Managing (especially Service Element)
·
Experiential Marketing,
Customer Relations and Experience Management
·
Role of Internet in Marketing
·
Pricing and Cost Structure
·
Stakeholders, Sustainability, &
TBL

Remember, we are not looking for a
monograph on marketing management, nor for a series of definitions, nor for a
summary of the material covered in the module nor even a new marketing strategy
for the chosen organisation. Instead, we are looking for an application of the marketing
concepts to a particular organisation of your choice. In addition, you need to
make recommendations for improvement; these need to be clearly marked at the
end of the appropriate section.
Overall we shall be marking the
application of each of the concepts, references and, finally, the quality as a
paper. The paper should be 3,500 words +/- 10%.
You would be well advised to use the
following resources posted in the syllabus:
·
Guidelines for Assessments
presentation in the Unit 3, Unit 8 and Overview tabs
·
Writing Academic Papers. See
the Overview Unit for the Video by Dr Damary
·
Points about English. See the Overview
Unit for this short document

C:UsersEffy JulesDownloadsCRKC7002_20200502_Guidelines_for_Assessments_June_2020.pptx

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