Marketing strategy assignment

Topics: Marketing, Marketing strategy, Cut, copy, and paste Pages: 7 (1405 words) Published: March 6, 2014
Marketing Strategy
MKT – 306

Assignment Guide – 2013 -14

Module Leader: Sudipta Das
Email: sudipta.das@sunderland.ac.uk

Introduction to the Assignment:
Please read all instructions and information carefully. You are required to submit your work under the University Infringement of Assessment Regulations. Your assignment must be submitted to your Study Centre in hard copy with an accurately and clearly completed Assignment Cover Sheet, and an electronic copy on CD in an envelope [hole punched or safely secured into your plastic file or assignment wallet]. Please do not include a plastic CD case/box and remember to write your student code and assignment code clearly onto the disc and envelope.

You will need to achieve an overall mark of 40% in order to
successfully complete this module.

Sudipta Das
Module Leader - MKT 306

2|Page

Assignment:
Mode of Assessment:

Individual Report

Weighting:

100%

Module Assessor:

Sudipta Das

Issue Date:

w/c 11th February 2014

Submission Date:

7th April 2014

Word Count:

3500 words (+/- 10%)

Assignment Brief:

The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both.

Your task is to identify a Branded Mobile Phone Network provider**; and then analyse, evaluate and prepare an individual report (3500 words +/- 10%) addressing the following issues…

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 Part 1:


Using appropriate sources, identify their existing marketing strategy and value creation process

[Weightage - 30%]

 Research, analyse and evaluate the key strengths and weaknesses of their existing marketing strategy
[Weightage - 30%]

 Part 2:
 Using appropriate theories (and real-life/academic case studies) suggest alternative strategic approach for increasing their market share, profitability, and long term value creation

[Weightage - 40%]

Candidates are encouraged to evaluate, analyse, and recommend marketing strategies for their chosen company within a specific context of their choice (i.e. UK, Germany, Malaysia, Trinidad etc.). For the purpose of this assessment students need to focus on marketing strategies been used mainly at the B2C level. Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.

** Your chosen mobile phone network provider should be
branded, nationally recognised (at least), and it MUST have a website. Example: Vodafone, O2, Three, EE, Virgin etc.

N.B. Please note the maximum word count excludes Appendix and References.

4|Page

Submission Policies:

1. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations.

2. Your assignment must be submitted to your Study Centre in hard copy with an accurately and clearly completed Assignment Cover Sheet and an electronic copy on CD put into an envelope, hole punched or safely secured into your plastic file or assignment wallet.

3. Please do not include the plastic CD case/box and remember to write your student code and assignment code clearly onto the disc and envelope.

4. All works submitted MUST be original. If under any circumstances a student is found to be violating any of the 'Academic Integrity' rules, the university deserves the right to take legal and disciplinary actions against the individual.

5|Page

Assignment Structure:

This is an individual assignment as a single report in two parts. Candidates are encouraged to be creative with their analysis and recommendations by using theories covered in the class. The following structure is for illustration purpose only, candidates are highly encouraged to design their own report structure answering the questions given in PART 1 & 2.

 Title page
 Executive Summary
 Table of contents
 Introduction
 Methodology
 Situational Analysis –...
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