Business marketing

Internatonal Year One Business

Assessment Brief

Business Marketing Management & PR – 4502IYBSG (124510)

Cohort: September 2019

Due Date: TBC

Submission Requirement: 2000-word (+/- 10%) essay to be uploaded onto Turnitin.

Assessment Details and Instructions:

This essay should be written in paragraphs including citations and references (Harvard style).

Select and research an international business of your choice and answer the following two questions below. You need to use some of the case studies and classwork we have studied in relation to your course. You need to link your background knowledge of each question to your business with examples.

1. Explain Marketing & PR concepts and activities in your company. Include your knowledge on the market it operated in, the market research it uses, its market position, how it uses branding, promotion to help with the marketing strategy of your company.

2. Identify and analyse the role and value of a recent advertising campaign of your selected business. Explain how successful it was – give evidence. Describe a recent Public relations event (good or bad) – discuss what happened – suggest ways it could be done differently in the future?

Assessment Criteria and Learning outcomes:

L3: Explain Marketing & PR concepts and activities in your organisation

L4: Identify and analyse the role and value of effective Marketing & PR

1. Areas A, B & C will be equally weighted so consider this in your word count.

(75% overall)

2. You will also be allocated marks for your explanation of a PR campaign, introduction, conclusion, the quality of English, structure and references.

(25% overall).

Mark Scheme:

Introduction

You need to give a brief history of your company and where it is today and some outline of your company such as the size, scale and where it operates. You should also state some of the aims, objectives, mission or vision of your chosen company.

Section 1: Explain Marketing & PR concepts

A. Meeting customer needs. (Mark 25%)

The market and what it is

(On Canvas week 1)

· Mass markets and niche markets

· characteristics

· market size and market share

· brands

· Dynamic markets

· online retailing

· how markets change

· innovation and market growth

· adapting to change

· How competition affects the market

· The difference between risk and uncertainty

Market research

(On Canvas week 2)

· Product and market orientation

· Primary and secondary market research data

(quantitative and qualitative) used to:

· identify and anticipate customer needs and wants

· quantify likely demand

· gain insight into consumer behaviour

· Limitations of market research, sample size and bias

· Use of ICT to support market research:

· websites

· social networking

· databases

· Market segmentation

Market positioning

(On Canvas week 3 lesson 1)

· How businesses use market research information

· Market mapping

· Competitive advantage of a product or service

· The purpose of product differentiation

· Adding value to products/services

B. Marketing mix (Mark 25%)

Branding and promotion

(On Canvas Week 3 lesson 2)

· Types of promotion

· Types of branding

· The benefits of strong branding:

· added value

· ability to charge premium prices

· Ways to build a brand

· unique selling points (USPs)/differentiation

· advertising

· sponsorship

· the use of social media

· Changes in branding and promotion to reflect social

trends:

· viral marketing

· social media

· emotional branding

Pricing strategies

(On Canvas week 5 lesson 2)

· Types of pricing strategy:

· cost plus (calculating mark-up on unit cost)

· price skimming

· penetration

· predatory

· competitive

· psychological

· Factors that determine the most appropriate pricing

strategy for a particular situation:

· number of USPs/amount of differentiation

· level of competition in the business environment

· strength of brand

· stage in the product life cycle

· Changes in pricing to reflect social trends:

· online sales

· price comparison sites

Distribution

(On Canvas week 5 lesson 3)

· Distribution channels

· Changes in distribution to reflect social trends:

· online distribution

· changing from product to service

C. Marketing strategy (Mark 25%)

(On Canvas week 3 lesson 2)

· The product life cycle

· Extension strategies:

· product

· promotion

· Boston Matrix and the product portfolio

· Marketing strategies appropriate for different types of

market:

· mass markets

· niche markets

· business to business (B2B) and business to

consumer (B2C) marketing

· Consumer behaviour – how businesses develop

Customer loyalty

· Corporate objectives

· Development of corporate objectives from mission

statement/corporate aims

· Critical appraisal of mission statements/corporate aims

(On Canvas week 6)

· Theories of corporate strategy

(On Canvas week 6)

· Development of corporate strategy:

· Ansoff’s Matrix

· Porter’s Strategic Matrix

· Aim of portfolio analysis

(On Canvas week 4 lessons 1, 2 & 3)

· Boston Matrix

· SWOT analysis

· internal considerations: strengths and weaknesses

· external considerations: opportunities and threats

· PESTLE (political, economic, social, technological, legal and environmental) Need to include PESTLE (strategy and the business environment)

· Impact of external influences

· How the marketing mix changes in response to outside forces

· Porter’s Five Forces

(Total marks for Section 1 is 75%)

Section 2: Public relations event (Mark 25%)

On Canvas week 7 lessons 1, 2 & 3)

You need to identify and analyse the role and value of a recent advertising campaign or publicity event from your selected business. This may be an example of good or bad media coverage.

You need to describe what happened and suggest how it could have been handled differently if the media coverage was bad.

You need to give evidence and examples from your selected businesses.

(Total marks for Section 2 is 25%)

Conclusion

Conclude with the importance of good marketing and planning. You also need to link this to the mission statement of your company and explain if your company has successfully achieved what it has set out to do in its aims, objectives, mission or vision of your chosen company.