Edinburgh Napier University Assessment Briefs

MKT09406 Written Assignment: Using report format produce a Direct and Digital marketing plan for an organisation of your choice. Your plan must acknowledge two key areas: customer acquisition and customer retention.

SOE09402 Case Study Report: This graded assessment accounts for 90% of your final grade and is based on the following Lyft case study. Read carefully the case study, questions and marking criteria (that can be found on Moodle). Answer all three questions.

LO1. Analytically evaluate the impact of external factors on strategic positioning of an organisation within an industry with particular emphasis on dynamic global business environments.

The assessment requires you to write a report for a fictional case study. The focus of the report is change management. Details of the case study and report content have been outlined below.

You are required to write a short communication based on the work you carried out in the lab practical’s, following the instructions below. The document you generate will be assessed and marks allocated for each section as outlined below.