Strategic Marketing

Assessment Category 1: Written Assignment / Report 1 on live strategic marketing

activity or case study

Dear Students,

During the 4 th week, you are required to submit your first written summative

assessment of 4800 words, which counts for the 80% of your overall grade. Please

pay attention on the below Task Requirements:

Task:

“The best marketing strategies aren’t top down, they’re outside in, starting with

the customers’ needs and wants.”

Critically analyse this statement using Amazon as your case study

organisation. You should aim to show whether customer voice drives

strategic marketing decisions in this organisation making reference to relevant

academic literature in the process.

For completing this Task successfully, you must read carefully the 4 th week’s content,

the recommended reading materials that are uploaded in this week’s section, as well

attain Amazon’s information in relation to their marketing strategies.

For reaching information about Amazon, you may either have a direct search to

Amazon’s website or look for industry related information such as Amazon’s press

releases.

A strong assignment submission must include the following:

 Relevance

 Good Portion of Knowledge

 Consistent Analysis

 Argument Structure

 Critical Evaluation

 Good Presentation

 Reference to Literature

In order to complete this activity you need to consider the following:

(1) Utilise academic research using literature from journals, books, etc.

(2) Undertake a critical evaluation making effective use of evidence and sources

(3) Present findings in an appropriate format (ensure that Harvard referencing is

used)

Guidelines for completion:

1. The word limit is 4,800 words, +/- 10% inclusive of appendices. Bear in mind that

the appendices count towards the word limit so avoid including organisational

material such as annual reports in any appendices.

2. Where you quote directly or take ideas from something you have read you must

reference these correctly using the Harvard referencing system, not numbered

footnotes.

3. Assignments should be word-processed in Times New Roman 12 point type.

4. Write clearly and professionally, avoid use of the first person such as ‘I’ or ‘we’ and

take pride in the presentation and spelling.

5. It may sound obvious, but make sure you answer the question. A good conclusion

is crucial for good marks.

Plagiarism

You are free to quote directly or indirectly from any publication, provided that you

give a reference for the author or originator. In other words, if the research or the

views you cite are not your own, then you MUST acknowledge your source(s), in

accordance with the Harvard style whereby citations are made in the text by author

and date, with a full alphabetical listing at the end of the paper. If you fail to

acknowledge your sources, you run the risk of being accused of plagiarism, which is

an academic offence. The University’s guidelines on academic offences are available

online. http://asaqs.southwales.ac.uk/documents/download/5/

Please note that tutors cannot read large amounts of material prior to handing in, so

please do not ask them to do so. We can advise on style and overall structure but will

not proof read. Draft assignments cannot be evaluated by module staff. Please

submit your work through the Turnitin link set up in the Assessment folder on the

module’s Blackboard site. Please use your University identification number, not your

name, and ensure that the document is clearly marked in terms of your Scheme, the

module and the module leader. Number each page of the document submitted. It is

recommended that you place your identification number on each separate page of

the document.

Length: A word processed essay with referencing to literature. The essay will be

4,800 (+/- 10%) words (inclusive of appendices, NOT inclusive of references).

Submission deadline: End of week 4