MKT340 Strategic Marketing Management- Analysis and Strategy

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MKT340 Strategic Marketing Management

Task:

Based on an organisation of your choice, please 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  Assignment

1.Executive Summary -summarising points 2–5. (5%)

2.Organisation overview—provide an up-to-date critique of the organisation; a brief historical background of the organisation and its current marketing strategy (and any major changes they may have made to their marketing strategy over the last few years) (15%)

3.Critical Literature review – present the results of your critical literature review into current thinking on the concept of marketing in a digital world; clearly outline the difference between what the experts and current theory term ‘contemporary/digital’ and ‘traditional’ marketing (20%)

4.Market Research approach–Outline the research approach adopted (quantitative and/or qualitative, including a rationale for your selection), data collection and analysis technique(s) adopted and your approach to sampling (15%)

5.Findings – discuss and present findings from secondary and primary market research undertaken PESTLE, SWOT, competition; customers, and segmentation, targeting and positioning approach including the organisation’s approach (both traditional and digital) to the following elements of the marketing mix, (20%)

a.Product — the product and service portfolio

b.Promotion — pull or push communication strategy including choice of medium — digital and/or traditional

c.Price — i.e. premium, skimming, economy/value or penetrative pricing

d.Place — choice of distribution strategy

e.People – the people who make contact with customers in delivering the product or service

f.Process – the key systems and processes that deliver a product to a customer

g.Physical evidence – the elements of the physical environment that the customer experiences

6.Conclusions and Recommendations — Provide suggestions for change to enhance their current marketing strategy and to make it more effective. (15%).

7.Reflective statement – Highlight your learning experiences from the module (to be included in the Appendices) (10%).

MKT340 Strategic Marketing Management

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