Strategic Marketing Report Assignment
Introduction
The assessment of the Strategic Marketing module is by assignment only. The assignment comprises an individual written report providing you with the opportunity to research and reflect on the application of the concepts, analytical tools and techniques studied in this module to a specific organisational problem or challenge.
Your assignment is to be based on a marketing-related problem or opportunity of your choice within your organisation. Typically, it will be associated with the department or function where you are currently employed. Alternatively, the problem or opportunity may be cross-functional, or may come from another organisation with which you have a connection and can obtain relevant data. The marketing activity (or activities) you choose should have clearly identifiable internal and/or external customers and/or stakeholders (if you chose an internal marketing issue, for example). The outcome should be a report bringing together theory and practice. Within your analysis and discussion you should develop your learning from the module and use concepts and theories to analyse, justify and discuss the challenges and your set of recommendations.
Purpose of the assignment
The assignment is designed to:
- test your understanding of the contemporary marketing concepts and theories
- test your ability to undertake critical analysis of marketing information and data
- test your ability to apply relevant marketing concepts and theories to practical situations and problems
Please note that this assignment is NOT a marketing plan. Rather it is a business report that analyses the situation and presents recommendations for action. At the end of your report you are required to reflect on how the ideas and concepts presented in the module have informed your thinking on management theory and practice. Where possible, think about marketing theory and its applications in the broader context of other modules you have studied on the MBA: what are the implications of marketing strategy and implementation?
Throughout the assignment your analysis should draw upon appropriate materials from across the module (‘value exploration’, ‘value creation’, ‘value delivery’ and ‘value measurement and evaluation’).
Assessment brief
Identify a current marketing-related problem or opportunity within your organisation or within another organisation with which you have a connection and can obtain relevant data. Propose a course of action likely to deliver value to the business and explain the expected impact of the proposed course of action.
You are expected to demonstrate knowledge and understanding of content and frameworks taken from across the module, covering ‘value exploration’, ‘value creation’, ‘value delivery’ and ‘value measurement and evaluation’. Suitable marketing problems and opportunities might relate to, but are not limited to, the following areas:
- customer service problem
- product portfolio management
- ethical dilemma
- internal branding initiative
- marketing communications in the digital environment
- (emerging) pricing models
- evolving customer and/or market trends
- market segmentation, targeting and positioning initiatives
- relationships with stakeholders
- challenges across the value chain
The report needs to include the following five parts:
- Executive Summary
- Part 1: Analysis of a significant current problem or opportunity
- Part 2: Proposed strategic actions and rationale
- Part 3: Implementation and impact
- Part 4: Interdependencies and reflection
Part 1: Analysis of a significant current problem or opportunity – we recommend that you use content from the ‘value exploration’ part of the module.
Part 2: Proposed strategic actions and rationale – we recommend that you use content from the ‘value creation’ part of the module.
Part 3: Implementation and impact – we recommend that you use material from the ‘value delivery’ and ‘value measurement and evaluation’ parts of the module.