Marketing and Strategy - Synthesis, Evaluation and Strategic Direction

1.Demonstrate an in-depth and critical knowledge of the theoretical underpinnings of marketing and strategy. Demonstrate a synthetically, analytically and persuasively deep understanding of the process of marketing and strategic analysis

2.Deploy analytical tools of strategic and marketing management in relation to both the external and internal environments of organisations to synthesise, evaluate and develop appropriate strategic and marketing options in a complex environment.

What am I required to do in this assignment?

Drawing on the implications of the external analysis in A1, market a compelling strategic consultancy report for the attention of the Board of one of the organisations. You should deploy appropriate strategic frameworks to evaluate the resource and capabilities of the organization and to analyse strategy and marketing options.  Make persuasive recommendations to the Board in terms of its strategic direction.

A2 should be informed by A1 and can be referred to but do not reproduce the content and do not include A1 in the appendix.

You should rewrite the report making use of new information since the initial submission.  The rewrite MUST make use of the feedback that was given and should demonstrate improvements in all the areas that are shown in the criteria. Pay close attention to the criteria. Avoid description and basic use of tools and frameworks. In particular the tools and frameworks should selected to enable you to develop options and decide on the strategic choice. It is clear therefore that tools used in A1 are not very likely be suitable for A2. You must place emphasis on justifying the choice and using evidence to do this. Many referred students largely ignored the recommendations. Resubmitting large elements of your original work will very likely result in the same grade as you previously received so make sure that it is SIGNIFICANTLY revised and improved with superior evidence, analysis and argument.

What do I need to do to pass? (Threshold Expectations from UIF)

Apply  knowledge of strategy and marketing to propose  a credible strategy based on data collection drawn from relevant sources · Evaluate and justify the proposed strategy demonstrating a logical progression from Assessment 1

How do I produce high quality work that merits a good grade?

Produce a professional and compelling report that draws on the implications of the analysis in A1 to evaluate strategy and marketing options.  Assignments attracting the highest marks will be focused, analytical and evidenced thoroughly. Presented as a professional report, make sure your submission is discursive, and analytical throughout, use appropriate frameworks to focus the narrative and draw on a good range of quality academic sources –  especially up to date academic journals - not spurious web-based sources. You should reference properly throughout.

You will need to interpret the brief and the work you did in the first assignment will help to inform this work.  Broadly, this assignment analyses the internal capabilities of one of the identified organisations. You need to use the information from this to discuss and propose a strategic approach and recommend a marketing plan.  You will not have the space to draft a full marketing plan but in your strategic report you will need to critique and communicate it in brief.  It should flow naturally from your analysis.

How does this assignment relate to what we are doing in scheduled sessions?

The sessions are about thinking strategically and making strategic judgments about both the changing world around us and the capabilities of all sorts of organisations.   

How will my assignment be marked?

Your assignment will be marked according to the threshold expectations and the criteria on the following page.

You can use them to evaluate your own work and consider your grade before you submit.