DGM22706 Contemporary Marketing Principles and Practices project Brief JAN 2025 V2 Semester 1 RUL

Project Brief

Report

Identification and analysis of a Brand’s current marketing campaign

You will select a brand of your choice and will be required to conduct research on how the brand utilises the Marketing Mix (7P’s for a service) in recent campaigns.

You will need to demonstrate an understanding intohow marketing toolsmeet customer needs and evaluate  the effectiveness of the strategies used. 

An analysis of the market environment is also required, this will include either a SWOT Analysis or PEST Analysis; in addition to a Competitor analysis; as well as a Segmentation breakdown

Recommendations will then be put forward in order to develop the marketing mix for future campaigns.

In summary, students are expected to:

1. Identify how the marketing mix is currently used by the brand
2. Evaluate the effectiveness of what the brand currently does  
3. Consider the Marketing Environment for the chosen brand
4. Analysis the Target Market – Using segmentation tools and create a brand persona
5. Make recommendations for a future or alternative marketing campaign

Presentation

• You will conduct a formal 10-minute Video presentation based on your findings of your chosen 
  brand within the written report
• You will offer a detailed verbal commentary of your findings in the report by considering the research and analysis that was carried out.
• More emphasis will be needed to explain and justify all of the recommendations that were previously identified

Module Learning Outcomes

• Use research and case studies to assess the journey a digital consumer takes through the purchasing process.
• Critically reflect on students’ own and others’ buying experiences to improve their understanding of the consumer journey.
• Create a marketing plan based on consumer behaviour and psychology research.
• Apply marketing and business theories to a range of consumer scenarios, enabling students to consider and better understand and influence consumer thought processes in an ethical manner.

Assessment Criteria

• To demonstrate enhanced and exploratory conceptual knowledge and understanding of digital purchasing and the journey the consumer takes during the purchasing process.
• To enable further research and explore the impact of psychology on consumer behaviour and purchasing habits.
• To apply business and marketing theory to better understand opportunities and challenges faced by online retailers.
• To develop understanding of ethics in online selling and how to operate in a responsible manner.