Marketing and Market in digital world
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AssessmentGuidancePGBM127SubmissionJune4th20211.pptxPGBM127 marketing And markets in a digital World Assessment Guidance
Karen Wharton
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PGBM127 assessment
Module: Marketing and Markets in a Digital World
Module Code: PGBM127
Module Leader: Karen Wharton
DUE DATES:
Assessment Friday 26th May 2021
Latest submission time: 11.59 p.m. via Turnitin
Contribution to unit assessment: 100% weighting
ASSESSMENTS:
Assessment 001: Individual Case Study & Report
N.B. These are individual pieces of work
K Wharton. PGBM127
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LEARNING OUTCOMES
Upon successful completion of this module, students will have demonstrated:
Knowledge
K1 demonstrate a critical understanding of key marketing concepts & theories and the related academic literature
K2 demonstrate a critical understanding of markets and their different contexts
K3 evaluate and provide an overview of the key drivers of change for markets & marketing in the digital age
Skills
S1 demonstrate the ability to apply critical evaluation and strategic thinking skills
S2 demonstrate the ability to identify, select, analyse, synthesize and interpret credible information whether from academic or the trade press sources
K Wharton. PGBM127
ASSESSMENT BRIEF: 4,000 words 100% weighting
Print Cakes is the organisation for this assessment
https://www. printcakes.co.uk
K Wharton. PGBM127
Approach
The assessment is designed to test the knowledge and skills you have gained from the PGBM127 module – lectures, online tutorials, text books and guided reading.
Sources must be suitable - academic theory, texts and journal articles, also consider the use of Blogs, Social Media, business reports, case studies, news reports. IBIS World Reports and Euromonitor Passport (Library ‘Home’ page, link though Databases to alphabetical list) – both of these are an essential source of market and company reports and data for the marketing audit accessible via the university library.
Marketing and sector focused magazines - in the UK for example: Campaign Magazine, Marketing Week and other publications – useful for brand ideas and marketing audit.
Annual reports and company websites etc.
Referencing is essential and must be ‘Harvard’ referencing.
The assessment is to be submitted in Turnitin as one document (incorporating both the Case Study and Report elements in one Word file)
K Wharton. PGBM127
Individual Case Study (1,500 words)
You are to research, evaluate and prepare a Case Study. This should cover Print Cakes’ current marketing activity and market. A key focus is critical discussion on how current technology (4.0 and MarTech) influences Print Cakes’ marketing activity.
Approach Look at example case studies in marketing text books to gain ideas on case study writing style.
NOTE Your case study will not be purely narrative or descriptive – you will reference marketing theory to underpin your observations relating to Print Cakes marketing and you will reference key facts to underpin knowledge about the market.
Discussion in this section will incorporate the following:
Define Print Cakes’ core business
Applied discussion ‘marketing orientation’ reference to the original theory and the orientation of Print Cakes.
Identify the ‘needs’ and ‘wants’ of the current Print Cakes’ customers
Define Value in marketing and how Print Cakes creates customer value through current marketing activity
The application of technology – 4.0 and MarTech – where is this visible in relation to Print Cakes
K Wharton. PGBM127
Case study - relevant theory
Very brief company overview / core offering. Your research - Print Cakes Website, marketing acibity and Video. References your sources.
The organisation’s marketing orientation. Theory Session 1- marketing philosophies and orientations.
Customer needs and wants. How these are satisfied through the provision of ‘value’ - delivery of the marketing mix. Session 1 – customer needs and wants, Session 3 - jobs to be done, buyer behavior. (we will cover the marketing mix in subsequent weeks 6 - 9 the components were covered briefly in Session 1)
To what extent technology influences the marketing approaches and how this links to the delivery of value. Session 2 - 4.0 technologies and MarTech
All applied discussion on Print Cakes should be referenced / underpinned with relevant theory from academic texts and articles. Relevant sources should be selected to support claims regarding the market and factual information about the organisation.
K Wharton. PGBM127
Individual Business Report (2,500 words)
Title page
List of Contents
Executive Summary – summarises the whole report including the recommendations. Keep this short – 2 paragraphs.
Introduction – brief statement of problem; state the challenge facing Print Cakes. EG: the need to grow, fierce competition, etc. Explain the potential solution - the need to enter new markets, or expand current portfolio etc. Do not repeat the information already provided in the Case Study.
K Wharton. PGBM127
Main BODY OF THE report
Market Opportunity - Identify a future opportunity presented by the external environment. This opportunity could be a new product, product or service enhancement or marketing intervention.
Approach This element of the assessment assesses your ability to undertake research. You will use a wide range of relevant sources providing market insights to support your argument for the opportunity you have identified.
You should research and evaluate dynamics and trends within the market environment and how this requires the organisation to reconsider its creation of value for customers. All points should be from relevant, current referenced sources
This section should be presented as:
a synthesis of your research reporting the important / significant points and insights – the issues that have direct relevance to this market or category. Referenced points throughout.
An explanation of the opportunity including any challenges identified.
K Wharton. PGBM127
Approach continued
External and Internal environment you may wish to use the SWOT and PESTLE frameworks to guide your external analysis however these should not be included in the report.
A synthesised overview of key external factors and how they are affecting this market WITH ALL POINTS REFERENCED IN THE BODY OF THE REPORT should be the aim of this section.
Useful sources are - IBIS World, EuroMonitor – Market reports, News and Business articles, Company reports, Company Websites etc.
K Wharton. PGBM127
stp
STP – This section follows from the identification of the market ‘opportunity’. You are to critically evaluate and make recommendations on the organisation’s approach to STP.
For this element refer to marketing theory - STP theory, Buyer behaviour theory, Customer Personas.
Approach
Recommend a relevant segmentation approach (theory - consider segmentation bases, the digital customer etc) , identify the relevant target group and develop a detailed ‘Customer Persona’. Customer Personas should be supported with
Primary research - include the anonymised interview transcripts and evaluation in appendix. Primary research conducted at the current time should be undertaken online using relevant technology to avoid face to face contact with the participant / participants
Secondary research – evaluation referenced sources in appendix. E.g.; blogs, social media, business and market reports, news articles.
Recommend positioning strategy - a Competitor Analysis identifying the main competitor brands - strategies /strengths and POD’s together with any other important information. You may wish to present this as a table and evaluate the information with the aim of recommending a positioning strategy for Print Cakes.
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Recommendations
With application to the marketing process and Customer Journey Mapping theory, recommend a value driven marketing strategy identifying how the organisation will deliver its marketing through engagement with the identified customer group. Appendix: Customer Journey Map.
Approach
Recommend relevant marketing approaches to support delivery of the Marketing Mix – applied critical discussion focusing on your recommendations with regard to the marketing mix and why these approaches create value for the customer.
Overview of you CJM, why it is provides a beneficial approach for marketers, referencing relevant theory, explain the aim and approach of your CJM.
Customer Journey Map in Appendix.
K Wharton. PGBM127
Conclusion & appendices
Conclusion – briefly restate the opportunity presented, why it is relevant to Print Cakes and highlight the aims and strengths of your recommendations.
Appendices –
Customer Persona Research
Customer Journey Map
Appendices - use only for supporting information – not to alleviate your word count !
K Wharton. PGBM127
Referencing
Harvard Referencing
Always reference your sources. Harvard referencing – see ‘cite them right’ in the university library.
There is no limit or minimum / maximum expectation regarding the number of references – the focus should be on using relevant sources.
K Wharton. PGBM127
Link to Euromonitor Passport, IBIS World
Link to Harvard Refencing
Library Homepage
Pulling It All Together – your report incorporates the stages of the marketing process
An Expanded Model of the Marketing Process
Kotler, 2019
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