MKT4022 Principles of Marketing, Assignment, BCU, UK

Assessment Information

As marketing assistant for an organisation of your choice*, you have been asked by your manager to undertake secondary research and produce a digital infographic that provides insight into the organisation and the marketing environment in which it operates. *Your chosen organisation must not appear in the list of exclusions on page 2 and must be approved by your classroom tutor prior to starting work.

Assessment Tasks

Using Canva (www.canva.com) – or similar software - you must produce a digital infographic (max. 6 pages + 1 references page) that includes ALL of following elements:

1. A basic overview of the organisation, which must include (but is not limited to):
   a) The organisation’s logo
   b) The industry sector in which the organisation operates
   c) The organisation’s size, including revenue and number of locations
   d) An outline of the organisation’s products and services
   e) The organisation’s market position in relation to at least five competitors using a perceptual map
2. A description of ONE group of customers that the organisation is currently targeting, which must include (but is not limited to):
   a) A clear definition of the target segment using segmentation variables
   b) A detailed customer persona based upon the identified target segment, which identifies customer characteristics
   c) An outline of the persona’s buying behaviour using a buying behaviour framework
3.  An analysis of the external marketing environment, which must include (but is not limited to):
   a) An audit of the macro-environment using the PESTLE framework
   b) An audit of the micro-environment using Porter’s Five Forces framework
4. An analysis of the internal marketing environment, which must include (but is not limited to):
   a) An audit of the organisation’s current marketing mix using the 7Ps framework
   b) A brief, written assessment of how well the organisation’s current marketing mix supports the market position identified in Task 1(e)

Completion of this assessment will address the following learning outcomes:

1 Audit the marketing environment in which an organisation operates, demonstrating knowledge of a range of marketing tools and techniques.
2 Describe an existing or potential target market segment for an organisation that operates within a specific industry.
3 Illustrate the extent to which the marketing mix of an organisation links to its competitive position within a target market segment.
4 Demonstrate transferable skills that are essential to a career in business, such as creativity, commercial awareness and communication skills.