Learning Outcomes and Assignment Brief

Learning Outcomes

Upon successful completion of this module, students will havedemonstrated:

· Explain the nature of marketing strategy and its significance for the organisation.

· Assess the drivers and factors affecting the choice of marketing strategies.

· Evaluate appropriate models and techniques that aid the strategic marketing process.

· Analyse contemporary marketing issues and problems in a strategic context.

· Interpretation of advanced information and marketing data handling skills.

· Assessing communications skills to develop effective relationship marketing.

Assignment Brief:

The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both. Your task is to identify an organisation (producer and/or brand owner), that is involved in the marketing of Electric Cars e.g, Ford, Tesla or Mitsubishi etc and the analyse, evaluate and prepare an individual report of 3,500 words (+/- 10%) addressing the following issues.

Part 1:

· Using appropriate sources undertake a full marketing audit of external and internal environments of your chosen organisation. Include details about the organisation’s current position relative to other industry members including details on their marketing strategy.

· Provide a critical evaluation of the organisation’s competitive edge (USP) over other brands in the marketplace. Demonstrate the organisation’s effectiveness by providing an evaluation of their competitive performance. This should include relevant market  performance data to underpin your evaluation, for example market growth, sales trends, profitability etc.

Part 2:

Based on your Part 1 analysis, you should choose a Car manufacturer or a marketer of a brand or sub-brand (Racing or Safari etc) from the organisations portfolio and:

· Select customer segment/s for the sub-brand, explaining your choice.

· Set clear marketing objectives to increase sub-brand awareness, market share, and  growth in sales volume and/or profitability.

· Recommend marketing strategies, based on the application of the marketing mix to your chosen sub-brand.

Benchmarking against other successful car manufacturer or marketing organisations or companies preferably from different industry sectors could also be used to further develop your analysis.

Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market  intelligence reports.

This is an individual assignment as a single report in two parts. Candidates are encouraged to be creative with their analysis and recommendations by using theories covered in the lectures and workshops.

The below is the structure that candidates must follow for this report:

Part 1.

· Title page

· Executive Summary

· Table of contents

· Introduction

· Situational analysis – (PESTLE)

· Evaluate the threat of epidemic or Brexit on your choosing org. (SWOT)

· Analysis competitive advantage and USP

· Evaluation of current marketing strategy

Part 2.

· Analyse Market Segmentation Targeting & Positioning (STP)

· Recommended objectives and goals for the choosing organisation (SMART)

· Recommend marketing strategies, based on the application of the marketing mix to your chosen brand or Sub-brand.

Guidance Complete all the tasks in order. Consult with your tutor if you are uncertain about any aspect of the assignment.

· You are required to submit your work within the bounds of the University Infringement of Assessment Regulations.

· Your assignment must be submitted to Canvas for Turnitin and JIRA in electronic form with an accurately and clearly completed title page.

· All Students must submit a Turnitin© report along with their assignment to JIRA. If under any  circumstances the assignment is submitted without this, the final mark will be withheld and there will be potential delays.

· Students may submit drafts through Turnitin and generate reports prior to submission. The  last submission prior to the deadline will be deemed to be the final submission for assessment purposes. Please note that you need to allow 24 hours between submissions through Turnitin to generate a fresh/new/different report so please do not leave submission to the last  moment.

· All works submitted MUST be original. If under any circumstances a student is found to be  violating any of the 'Academic Integrity' rules, the university deserves the right to take legal and disciplinary actions against the individual.