Coursework Assignment on Marketing and Digital Communication Principles

Knowledge and Intellectual/Transferrable Skill Outcomes

Knowledge – You will be able to understand the principles of marketing and digital communication.

Intellectual/transferrable skill – You will be able to apply basic marketing and digital communication techniques to organisational contexts

Instructions for assessment

The coursework assignment requires students to submit a 2500 word assignment by the above deadline. Your work needs to show that you have accessed good quality information on your market and product (e.g. Mintel) and that you have used the ideas about marketing from the module (e.g. from the lecture materials and from the core text)

The assignment requires students to describe and analyse marketing activities associated with the launch of a new or improved product or service.  

The assignment needs to contain the following elements:

Product/Service Description

a)A brief description of the new or improved product or service that is the focus of your work. It cannot be an existing product or service. This means that you cannot just provide a case-study on an existing product or service.   

The product or service must be from one of the following categories covered by Mintel: Beauty and Personal Care, Drinks, Food, and Health and Nutrition.

b)Include a brief analysis of the market:

c)Key market trends (e.g. growth trends)

d)Who are the key competitors and how are they positioned?

e)Summarise the current customer attitudes/behaviours in this market

f)Identify the main issues / opportunities you think are relevant

In presenting this information, you are expected to make use of Mintel reports.

Segmentation, targeting and positioning

g)What base(s) of segmentation you have used and why?

Include size, geo-demographic, psychographic etc.

h)Summarise the profile and persona of your target market

i)Include a statement that identifies why your target market should buy your improved product or service– i.e. what benefits it now offers and what problems it solves?

Your Recommended Marketing Mix (given your analysis above)

j)Product (include branding and packaging)

k)Pricing Strategy

l)Promotional Strategy including Digital Media

m)Channel or Distribution Strategy

n)Your work needs to show that you have accessed good quality information on your market and product (e.g. Mintel) and that you have used the ideas about marketing from the module (e.g. from the lecture materials and from the core text)

Mode of submission All written assignments will be submitted and marked online via Turnitin.

Your assignment will be assessed against the following criteria (further details in the rubric at the end of this assessment brief):

?Description on the new product (20%)

?Analysis of the market for this product (20%)

?Strategy for the segmentation, targeting and positioning of the product (20%)

?Marketing Mix for this product (20%)

?Structure of and quality of writing in the assignment (10%)

?Presentation and referencing (10%)

How will your work be assessed?

Your work will be assessed by a subject expert who will use the marking grid provided in this assessment brief.  When you access your marked work it is important that you reflect on the feedback so that you can use it to improve future assignments.