CBM822 Marketing Strategy Coursework Assessment Brief SEM 1 | RGU

About This Brief

This assessment aims to allow students to demonstrate their understanding of the main concepts related to marketing theory and models. This assessment invites the student to develop their research skills through the exploration of market trends/internal and external situational forces from a wide range of secondary sources. They will also develop analytical skills as they undertake marketing analysis to inform recommendations for a new product/service launch (also engaging their creative skills). Their decision-making and problem-solving skills will also be developed in providing feasible/attainable recommendations to inform the chosen organisation's decision-making in the development of their marketing plan. Finally, professional writing skills will be developed by preparing a marketing plan in a practical context. 

Task(s) - content 

You are required to adopt the role of a marketing agency that has been approached to write a marketing plan(in the form of a report) for an existing international company (of your choice) for the launch of a new product or service in the UK market. This new offering is being developed in direct response to the increased consumer demand for environmentally and ethically sustainable offerings. 

You will be responsible for developing the idea for this new product/service, on which this marketing plan will be based. This should be aligned clearly with a sustainable development agenda, e.g., the United Nations Sustainable Development Goals (SDGs). 

Clear recommendations must be made for the company to implement in all sections of the marketing plan. It is VITAL these recommendations are related back (with the use of RGU Harvard referencing) to the underpinning theories addressed in lectures. 

You will note from the weekly lecture schedule that we have lecture/tutorial sessions covering all key headings required within the marketing plan - marketing is an integrative subject with all areas impacting on decisions made throughout the process - as such all sessions are equally important. Extensive referencing of both academic and industry research will be required.

The quality/viability of the new product itself is not the focus of this assessment it is HOW the marketing of it should be conducted.

Entirely theoretical or purely anecdotal answers will inevitably be restricted in terms of the marks they will achieve. The key is to undertake appropriate research to deliver a well-written, well-presented and well-edited summary of the organisational practice of relevant theory. 

It is important that the marketing plan be based on secondary research and supported by a wide range of credible references from industry/academic texts and journals (textbooks alone are not enough), both within the body of the text and with a supporting reference list - if in doubt ask your tutors.

On successful completion of the assessment students will be able to achieve the following Learning Outcomes:

• Explain the theoretical concepts related to market analysis and planning.
• Identify and evaluate (through research and marketplace understanding) the influence of internal and external forces on how to sustain competitive advantage.
• Identify and evaluate elements of a marketing plan that align with the organisation's principal business objectives.
• Draw upon academic theory and integrate this theory within the practical context.