Case Study and Reflection | My Assignment Tutor

Assessment 3: Final Assessment MB123 Final Assessment (40 marks) Part A: Case Study (30 marks) 500-600 words/2-3 A4 pages with 12-point font and 1.5 spacing Case Study and Reflection (TOTAL possible:40 marks) Read the case study: Converse: Letting Customers Co-author the Brand Story (Kotler & Armstrong, 2018, pp. 463-464) – attached. Converse Case Study Kotler & Armstrong 2018 p.463.pdfdownload  Answer all questions below, mainly using facts from the Converse case study. (Other information may be sourced and referenced if needed.) Which macroenvironmental forces are important in this case? Explain the impact of these forces on both marketing opportunities and marketing strategies for the Converse brand.Which microenvironmental agents need to be considered? Who are the major brand competitors of Converse in the sneaker/sports shoe market? Explain the relationship between Converse and Nike.What are the key elements of Nike’s customer-driven marketing strategy for its Converse brand? How has it built the right relationship with the right customers? (HINT: target segments and positioning)Using the major segmentation variables for consumer markets, describe the target customer segment for the Converse brand.Compare the marketing communication tools used by Nike for its lead brand (Nike Just Do It) versus its Converse brand.Evaluate the success of Nike’s customer-driven marketing strategy for the Converse brand. (HINT: include facts from the case.) Part B: Reflection (10 marks) 400-500 words/1-2 A4 pages with 12-point font and 1.5 spacing Part B Instructions: Answer the following four (4) questions. Please express your own opinion here and write in first person (e.g., use words such “I found…”, “I thought…”) Question 1: Describing your knowledge. From the list below, choose one concept and describe in detail what you have learnt about it in MB123 Marketing. Be as specific as possible describing the different aspects, stages or dimensions of the concept or knowledge area. You may write about one of the following aspects of marketing listed below: Macro-environmental forces orFactors influencing consumer behaviour orCharacteristics of service-based products. Question 2: Reflecting on your knowledge. Reflect on what you have learnt.  How did it compare with what you already knew? What was interesting or relevant to you about this aspect of marketing? How has it changed your thinking about business or marketing specifically? Question 3: Expanding your knowledge through research. Research the topic further to add to your knowledge and gain a better understanding of your chosen aspect of marketing. What do experts say about this topic? Refer to at least one academic journal that gives you additional information on any aspect of this concept or knowledge area (to expand on your knowledge from class). Question 4: Practical application of your knowledge. Integrate into your practice. Based on the chosen aspect of marketing that you have written about in Part B Questions 1, 2 & 3, how would you use this information as a marketing manager? (HINT: Think about how your knowledge may have helped you complete your marketing plan). Notes: Referencing required, both intext and a reference list.Equivalent to 2-3 hours work.Ensure you answer each question and all parts of the question. Rubric Assessment 3 Final Assessment 3 FinalCriteriaRatingsThis criterion is linked to a Learning OutcomeKnowledge and understanding Knowledge and understanding of:− the key concepts of marketing in meeting the needs of customers and theorganisation within the marketplace.− marketing principles to add measurable valuable exchange outcomes for customersand the organisation.Full Marks No MarksThis criterion is linked to a Learning OutcomeAnalysis of business opportunities Analysis of:− business opportunities by determining marketing objectives and strategies andanalysing marketplace opportunities.− marketing issues in specific business situations and adjust the marketing strategy toachieve organisational goals.Full Marks No MarksThis criterion is linked to a Learning OutcomeCapacity for reflection Capacity for reflection on:− The implications of theories and models and other research for analysing a particularproblem and identifying appropriate responses− what has been learnt and applied to career directionFull Marks No MarksThis criterion is linked to a Learning OutcomeUse of reference materials Use of reference materials in terms of:− using the reference materials (e.g., Key readings, case studies) in the way that theyhave been designed– researching additional material– referencing as per APA style guideFull Marks No MarksThis criterion is linked to a Learning OutcomeComprehension and writing skills Comprehension and writing skills in terms of:− Ability to comprehend questions and what is being asked of the student− Ability to present information in written form, spelling, grammar, length and clarityof writing.Full Marks No Marks


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