Marketing Strategy in Context

Marketing Strategy in Context

Streaming Services, Spotify
Report style 1,500 – 2,000 words please do 1650 words please
Use accurate and frequent Harvard style in text referencing, double line spacing
Deep research will be evidenced by a substantive bibliography (2-3 pages)

Use of relevant marketing literature, industry sources and original and customised illustrations are expected
Expectation
Deep research using academic, media and company sources is expected
You should be demonstrating a strong understanding of marketing learnt during this terms lectures, seminars and beyond class personal consolidation and wider reading
This is hard & requires time
Your Task
From the industry you selected for the first assignment, identify a real company, product or brand of your choosing
Ideally your choice will be in trouble or experiencing a period of change

Marketing Strategy in Context

Develop a marketing plan
Wide use of relevant theory and company examples is required

Report format paper
Cover student ID only (not name);
An accurate word count
A short introduction/executive summary
Unusually, a conclusion is NOT required
Have I picked a good company ?
Dealing with ambiguity is a skill that can develop with experience (good and bad !)
There are no good/better/best options
You should pick a company/product/brand that is researchable in English
Choosing an interesting option will help fuel efforts and boost your motivation to work hard

Analysis (CRUCIAL)
Review guidance on analysis
Use expert opinion and data as evidence
Include some evaluation of different stakeholder perspectives
Academic writing style

Summarise Industry Analysis
You MUST not borrow/copy industry analysis from the first assignment. It would be duplication or plagiarism.
You should instead develop an augmented, original summary industry analysis. This should be presented in a graphical/visual format.
Show knowledge of a range of marketing plan formats
A key task is identifying and synthesizing an integrated marketing plan framework. Please do not ask for headings, you need to establish these.
Company not industry
This assignment invites consideration of ONE company. How does this business compare with the industry you now have a solid understanding of ?
Is the business model canvass useful here ? What other analytical frameworks might you use ?
Main body
In researching a relevant structure for the marketing plan you will discover there is no single model.
Through research of the variations that exist and consideration of the challenge you have been set you will be able to identify a suitable framework for your paper.
Use graphical analysis
Identify your source (don’t just cut and paste a range of graphs, create your own blending relevant data/ideas)
Include in text references
Please use the word count effectively.
¢ Quality, not quantity
3 key assignment challenges
1. Show that you can research what a marketing plan is
2. Demonstrate your marketing learning (lectures and wider reading)
3. Undertake ANALYSIS
What would a company representative say about your analysis ?
I want to HIRE this person…..
Or alternatively
Superficial, weak, insubstantial, does not get under the surface
Do not be afraid to utilise learnings from other modules e.g. HR, finance, international business
Measurement and evaluation
Those who attend ALL the lectures noted several key elements, whilst others missed them entirely. Big mistake. 100% lecture attendance.
ROI, other metrics “ justify budget, employment & achievement of corporate objectives ? SMART ?

This assignment represents 70% of the module grade, relying on your own personal effort.
Deep and wide research is expected and this will be evident from the content.
It is possible to populate headings with superficial content quite easily, however it is very easy for the marking team to identify poorly considered submissions.

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By admin in Essays on November 7, 2016