BUS4011 Marketing Dynamics Assignment Brief | Arden University

BUS4011 Assignment Brief

As part of the formal assessment for the programme you are required to submit a Marketing Dynamics assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.

Learning Outcomes of BUS4011:

• Audit the marketing environment in which an organisation operates, demonstrating knowledge of a range of marketing tools and techniques
• Describe an existing or potential target market segment for an organisation that operates within a specific industry
• Illustrate the extent to which the marketing mix of an organisation links to its competitive position within a target market segment
• Effective communication: Communicate effectively both, verbally and in writing, using a range of media widely used in relevant professional context. Be IT, digitally and information literate.

Guidance of BUS4011:

Your assignment should include: a title page containing your student number, the module name, the submission deadline and the exact word count of your submitted document; the appendices if relevant; and a reference list in AU Harvard system(s). You should address all the elements of the assignment task listed below. Please note that tutors will use the assessment criteria set out below in assessing your work.

You must not include your name in your submission because Arden University operates anonymous marking, which means that markers should not be aware of the identity of the student. However, please do not forget to include your STU number.

Assignment of BUS4011:

Equivalent to 2000 words. Students are required to produce an A2-sized, infographic/ digital research poster as guided by the lecturer, for an organisation of their choice highlighting their findings of the key marketing dynamics for the chosen organisation. The infographic/poster should include but not be limited to:

• An audit of both the internal and external marketing environment (LO1) (20%)
• A perceptual map that defines the organisations market position in relation to its competitors (LO1) (10%)
• Definition of one market segment that the organisation is currently targeting using appropriate segmentation variables (LO2) (20%)
• Outline customer persona for one identified target segment that outlines their characteristics and buying behaviour (LO2) (20%)
• An outline of the organisations current marketing mix (LO3) (20%)
• Summary confirming the skills required to operate within a marketing department (LO4) (10%)