STRATEGIC MARKETING ASSIGNMENT
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BCO211 STRATEGIC MARKETING (3CH/4 ECTS)
TASK BRIEF & RUBRICS
You are required to develop a Marketing Strategy Proposal for a commercial business enterprise and their European business activity. Follow the specific tasks that are set out in the guideline below. The assignment is individual. Your report consists of two parts and in total should be max. 2,500 words long, excluding Title, Abstract, Table of contents, Images, Bibliography and Appendices.
Submissions
Hand-in this assignment in Word file format, via Moodle (Turnitin). Part 1: max. 13/12/20 23.59h CEST. Part 2 (including part 1): max. 17/01/21 23.59h CEST. Task
You are required to develop a comprehensive Marketing Analysis and Strategy Proposal for a business of your choice; students will find a list of companies to choose from in the first class. Therefore, you need to conduct some research of the company, its markets, sector and stakeholders. Follow the different topics as set out in the following two parts. PART 1 Describe the BUSINESS and make a SITUATION ANALYSIS
What is your business´ activity? In what sector does your company compete? What are its generic objectives? What is the mission statement?
Choose the geography you focus your analysis on. How is the business doing today? Performance in terms sales, market share etc.
You will use some theoretical paradigms and models to explore the environment of the company:
o PEST analysis (Political, Economic, Social, Technological) o Competition Analysis
Choose one of the following ones:
o Life Cycle Analysis o BCG matrix o Ansoff Matrix
Finish with the SWOT analysis to describe the strengths, weaknesses, opportunities, and threats of your company using the information above
PART 2 Develop your MARKETING STRATEGY PROPOSAL
Describe short the main opportunities (max. 5) you see for further growth in terms of (new or existing) products and (new or existing) markets
Segmentation and Targeting
o Identify the business needs that are addressed, segment the market, breaking down the market and identifying the subgroup(s) targeted o Describe your target customer(s). Are their customer groups that can be targeted better? Can we find new target audience(s)?
Use Perceptual Mapping techniques (and additional research) and validate the opportunities with current and potential clients
Positioning
o Identify the value proposition, what is the unique product/service offer? What sustainable competitive advantage(s) are key to your organization? o How do you stand out from your (direct) competitors? Find ways to stand out more, making the brand more unique and offering more value to customers.
Set max. 5 measurable goals (SMART) for the short and medium term (1-3 years)
Use the Marketing Mix model to describe your proposals concerning product(s), pricing, distribution and promotion (where they apply)
Formalities
Wordcount: Part 1 750 - 1.000 words. Part 2 1.250 – 1.500 words (total max. 2.500 words) Cover, Table of Contents, References and Appendix are excluded of the total wordcount. Font: Arial 12,5 pts. Text alignment: Justified. The in-text References and the Bibliography have to be in Harvard’s citation style.
Weight
Part 1: This task is a 40% of your total grade for this subject.
Part 2: This task is a 60% of your total grade for this subject.
Learning Outcomes The Strategic Marketing Analysis assesses the following learning outcomes:
Outcome 1: understand the place of the marketing plan in the overall business plan and apply the knowledge on practice
Outcome 2: apply the analytical frameworks used to assess the major decisions facing marketing managers as they attempt to harmonize organizational goals and resources with market needs and opportunities
Outcome 3: illustrate how to monitor the dynamic changes in the external environment
Outcome 4: illustrate how to monitor the dynamic changes in the external environment
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69 Knowledge &
Understanding (20%)
Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.
Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
Student understands the task and provides minimum theory and/or some use of vocabulary.
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Application (30%) Student applies fully relevant knowledge from the topics delivered in class.
Student applies mostly relevant knowledge from the topics delivered in class.
Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.
Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident.
Critical Thinking (30%)
Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.
Student critically assesses in good ways, drawing conclusions from relevant authors and references.
Student provides some insights but stays on the surface of the topic. References may not be relevant.
Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
