BU7402 Marketing Across Boundaries Assessment 1 Brief 2024/25

BU7402 Assessment Task 

You are a senior manager in a marketing agency which also provides consultancy services. To improve the image of your agency as experts in the field of marketing, you are to prepare a white paper to be published on your website and emailed to potential clients. Your white paper will discuss how a specific example organisation(s) of your choice could use strategic marketing tools and techniques to attain desired marketing objectives. 

BU7402 Specific Criteria, Guidance & Support 

A white paper is a document published by an organisation that shows thought leadership, which in this assignment will be your thoughts on the use of marketing tools and techniques supported by theory and references. 

Areas that should be included in your discussion are as follows: 

• The aim of the assignment is for you to show your knowledge of how an organisation could use different marketing techniques to inform and achieve marketing objectives. You are not reporting on what an organisation does; but putting forward ideas on what it could /should do and the benefits of using different marketing techniques. 
• You may select any organisation, but one in consumer markets may be easier to help illustrate your points. Also using an organisation that seeks to build strong brands may help you illustrate the branding theory. You may use an organisation you work for, or had experience with, if it is suitable. 
• To support your discussion, you may refer to other organisations or industry cases for comparison.
• You are not expected to find actual marketing objectives for a company. You can propose your own marketing objectives for your organisation and then go on to discuss how marketing techniques are used to achieve them. The importance of the different marketing activities should be a theme through your assessment and how this helps to achieve specific marketing objectives. 
• You should provide a critical evaluation of how your organisation could use marketing techniques to achieve its marketing objectives and fulfil consumer requirements. 
• It is essential that you make full use of marketing theory and references. 

Ensure that your work has not even the smallest element of plagiarism. All your work should be in your own words. You are advised to refer to the links to the rules and regulations on Academic Conduct on the module space and in the module handbook.

Learning Outcomes of BU7402

1. Identify the elements of marketing strategy and critically evaluate its use in organisations. 
2. Evaluate the importance of a marketing situation analysis in developing a marketing strategy. 
3. Critically evaluate the importance of target marketing (segmentation, targeting and positioning) in organisations. 
4. Critically evaluate the importance of marketing activities in one or more selected organisations and relate this to target marketing and to achieving specific marketing objectives 

BU7402  Key Resources. 

See the module handbook and lecture material for key reading and journals framed around key topics.

BU7402 Assessment Rubics