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Purpose of the Assessment

Assessment Task

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) of your choice in one sector from; mobile network providers, fashion clothing, automotive or charity and should focus on the UK 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)

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. 

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