Strategic Marketing marketing audit
|Part||Type of assessment||Word or time limit||Mark||Submission method||Submission dates|
|1||Written Assignment One – Marketing Audit||1,600(+/-10%)||100%||NILE SITE Turnitin submission||23 July 2021|
ASSESSMENT ONE BRIEF
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Purpose of the Assessment
The purpose of this assessment is to produce a marketing audit that would support a marketing plan. The audit should be produced for a company (or business unit) in any B2C sector and should focus on the UK or Asian markets only.
Conduct independent research using quality sources fully referenced to provide the evidence to support your analysis e.g. Mintel, MarketLine Advantage, ABI Global, newspapers, journals, company websites etc.
This Marketing Audit is limited in scope and should contain the following areas: (A full Audit, based on Kotler’s format, can be seen in Appendix 1 of this brief)
• Macro analysis (PEEST) • Micro analysis (market, customers and competitors) • Internal analysis (strategy, functions, productivity) • One-page TOWS matrix and key strategic challenges summary
• Appendices (up to 4 sides of supporting information/analysis, not included in word count which must include the Company Overview) Appendix 1: One-page Company Overview to include; name, type, size, key competitors, customers, products/services. Specific area of focus for your audit – company or business unit and country. Appendix 2: supporting Macro model/framework application Appendix 3: supporting Micro model/framework application Appendix 4: supporting Internal model/framework application
This should be in report format. Your analysis should be succinct and the use of models and tables is encouraged. This should be addressed in a level 7 (MBA) academic style. It should show:
• critical awareness in relation to the identification and application of relevant models/frameworks, analysis, evaluation, synthesis and original insights • appropriate academic English for level 7 work • appropriate support from secondary literature supported by appropriate UoN Harvard referencing.
Learning Outcomes The learning outcomes that are being assessed in this assignment are: a) Identify, analyse and integrate information from a range of sources, drawing heavily on current research, academic publications and appropriate primary sources.
d) Devise and sustain an argument, supported by valid and evaluated evidence, including some elements which offer new insights.
e) Identify and analyse complex strategic marketing tasks.
Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assignment. Please see the grading rubric at the end of this assessment brief for further details of the criteria against which you will be assessed.
Word Limits The word limit for this assessment is 1,600 words (+ or – 10%). As such your analysis should be succinct and the use of models and tables is encouraged.
In accordance with the Assessment and Feedback Policy, where a submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Cover, contents, abstracts, reference lists, appendices and footnotes are excluded from any word limit requirements.
In line with the same Policy, where a submission is notably under the word limit, the full submission will be marked on the extent to which the learning objectives have been met.
Assignment Support – related to this assessment, your Tutor will provide face-to-face or Zoom support in class and/or online Collaborate sessions. In addition, on-line materials on NILE will show a variety of models and frameworks that can be applied in this Audit. Feedforward advice will be provided on-line prior to assessment submission.
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