Marketing Management for MBA
Word count: 4000 Words
In your role as a marketing advisor to a new client which has established domestic market leadership, you are required to;
1 Critically review the current market environment by using a marketing audit framework.
2. Summarise the audit through a focused actionable SWOT analysis
3. Select ONE marketing opportunity and then explain with justification how this can be commercialised over the next three year period with specific attention to proposals for the following:
3.1 Market Attractiveness
3.2 Market Segmentation and Market Targeting
3.3 Impactful Brand Value Propositions to secure a competitive position
3.4 Specific, relevant, marketing mix plans for the next 3 years to build customer loyalty
3.5 Marketing Resource requirements
4. Justify this innovation in terms of potential financial contributions through revenue grow, cash flow and profit contribution
5. You are required to submit this proposal as a MBA module assignment with appropriate critique, use of models, references and citations which conform within a 4000 word limit to Harvard Referencing protocols.
TOTAL. 100 marks
1 and 2. The student is expected to apply a marketing audit framework to complete an internal and external environmental review using selected criteria for evaluation.
From this analysis, which could be tabulated, a well-conceived SWOT is required to assess and summarise the current position. An extensive SWOT is not required, it should be focused into what is actionable over the next three year period.
Marks SHOULD be allocated to the audit and then the SWOT, not just the latter. Detailed audit content can be placed in an annex to avoid word count constraints
This section is a driver to the assignment and must be well conceived, explained and justified as appropriate
3. Just ONE marketing opportunity only is required,which would normally be selected from the external market environment
It is likely to be a product/ service OR market opportunity
There are 5 sections to be attempted and there for 8 marks will be allocated to each section making a total of 40 marks
4. Revenue growth forecasts are required together with the source of revenue streams linked back to the market segments
The impact upon cash flow must be considered as a well as profit contribution over the next three years.
If appropriate, break even should be featured as a basis for illustrating cash flow and profit contributions
5.academic protocols in accordance with the Harvard referencing are essential
Total , 100 marks
Notes on Plagiarism & Harvard Referencing
Plagiarism is passing off the work of others as your own. This constitutes academic theft and is a serious matter which is penalized in assignment marking.
Plagiarism is the submission of an item of assessment containing elements of work produced by another person(s) in such a way that it could be assumed to be the studentâ€™s own work. Examples of plagiarism are :
â€¢ the verbatim copying of another personâ€™s work without acknowledgement
â€¢ the close paraphrasing of another personâ€™s work by simply changing a few words or altering the order of presentation without acknowledgement
â€¢ the unacknowledged quotation of phrases from another personâ€™s work and/or the presentation of another personâ€™s idea(s) as oneâ€™s own.
Copying or close paraphrasing with occasional acknowledgement of the source may also be deemed to be plagiarism is the absence of quotation marks implies that the phraseology is the studentâ€™s own.
Plagiarised work may belong to another student or be from a published source such as a book, report, journal or material available on the internet.
The structure of a citation under the Harvard referencing system is the authorâ€™s surname, year of publication, and page number or range, in parentheses, as illustrated in the Smith example near the top of this article.
â€¢ The page number or page range is omitted if the entire work is cited. The authorâ€™s surname is omitted if it appears in the text. Thus we may say : â€œJones (2001) revolutionized the field of trauma surgery.â€
â€¢ Two or three authors are cited using â€œandâ€ or â€œ&â€ : (Deane, Smith, and Jones, 1991) or (Deane, Smith & Jones, 1991). More than three authors are cited using et al. (Deane et al. 1992).
â€¢ An unknown date is cited as no date (Deane n.d.). A reference to a reprint is cited with the original publication date in square brackets (Marx  1967, p. 90).
â€¢ If an author published two books in 2005, the year of the first (in the alphabetic order of the references) is cited and referenced as 2005a, the second as 2005b.
â€¢ A citation is placed wherever appropriate in or after the sentence. If it is at the end of a sentence, it is placed before the period, but a citation for an entire block quote immediately follows the period at the end of the block since the citation is not an actual part of the quotation itself.
â€¢ Complete citations are provided in alphabetical order in a section following the text, usually designated as â€œWorks citedâ€ or â€œReferencesâ€. The difference between a â€œworks citedâ€ or â€œreferencesâ€ list and a bibliography is that a bibliography may include works not directly cited in the text.
â€¢ All citations are in the same font as the main text.
Examples of book references are :
â€¢ Smith, J. (2005a). Dutch Citing Practices. The Hague: Holland Research Foundation.
â€¢ Smith, J. (2005b). Harvard Referencing. London: Jolly Good Publishing.
In giving the city of publication, an internationally well-known city (such as London, The Hague, or New York) is referenced as the city alone. If the city is not internationally well known, the country (or state and country if in the U.S.) are given.
An example of a journal reference :
â€¢ Smith, John Maynard. â€œThe origin of altruism,â€ Nature 393, 1998, pp. 639-40.
An example of a journal reference :
â€¢ Bowcott, Owen. â€œStreet Protestâ€, The Guardian, October 18, 2005, accessed February 7, 2006.