Marketing Management and Strategy
Hand in Date:
Instructions on Assessment:
The assessment has two parts:
Group work (presentation and peer evaluation) contributes 25% of the overall mark
The individual assignment contributes 75% of the overall mark
Seminar activities (25%)
Students will work in small groups within their seminar and make a number of presentations on their chosen organisation. Further information on the seminar activities is detailed separately.
Final Individual assignment (75%)
There are three tasks for the final individual assignment.
Task -1 50% of the assignment (max 1500 words)
“It is argued that relationship marketing underscores a paradigm shift that has taken place in the contemporary marketing theories and practices. It broadens the periphery of marketing activities by advocating for long-term sustainable engagements not only with customers but also with other stakeholders. Hence, strategies pertaining to internal marketing and social and ethical marketing could be significantly influenced by relationship marketing approaches. Furthermore, the increasing role of service concerns in today’s economy further reinforces the importance of relationship marketing that also warrants an extended marketing mix”.
In light of the theories and concepts covered in this module and relevant business examples critically examine the above argument.
Task -2 40% of the assignment (max 1200 words)
Assume that you have been asked to design international marketing strategies for your chosen organisation. Critically evaluate your strategic options with regard to the following issues while introducing a new product into a host country:
1) Briefly analyse the standardisation vs. adaptation strategies.
2) Suggest an appropriate pricing strategy.
Task-3 10% of the assignment (max 300 words)
Critically analyse the assessment and