Marketing Management

SECURITY CLASSIFICATION

Module Assessment Components

In the following pages, further details of each assessment component are presented along with expectations in relation to prior preparation and completion.

1. Assignment 1 – SWOT Analysis of a Chosen Company

(Individual Assignment)

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Learning Outcomes Accessed

The learning outcomes accessed are (i), (ii) and (iii) as presented on page 10 of this study guide.

Assignment Specification and Assessment Criteria

A SWOT analysis is to be written on an organisation that you will be choosing for your Marketing Plan in Assignment 2. The organisation can be either a domestic or an International company supplying products or services.

Suggested table of contents:

1. Introduction

2. Background of organisation

(e.g. current operations, product/service offering, positioning, markets, financial situation, distribution networks etc)

3. Competitor analysis (brief overview of the main direct/indirect competitors)

4. SWOT Analysis

a) SWOT analysis table – draw a table and please specify at least 5 points in each quadrant (note: opportunities should be about external environment rather the actions that a company should take)

b) Explanation and discussion of SWOT Analysis Elements (based on 4 a), you should use some data to support your discussion.

Note: Please do not use Any Models in this section ie Porter’s Five Forces, Positioning Maps).

5. Conclusion

6. References

7. Appendices (if any)

The marks will be awarded as follows: Assessment Criteria	Marks
The depth and quality of company analysis: · Good understanding of the business background based on the available data · Clear identification and outline of company’s main direct/indirect competitors · Comprehensive outline and discussion of main elements of	70 %
SWOT analysis
· Quality of writing and report presentation (including ability to apply theoretical concepts creatively using up-to-date thinking, grammar, and general structure and layout of the report).	20 %
· Referencing (In text citations & Reference List). At least 5 relevant references are required from 3 sources for this report.	10 %
Total	100%

General Layout and Other Specifications of Written Assignment

· This is an individual assignment

· Length of report: 1,000 – 1,200 words (excluding references, tables & figures and appendices)

· Assignment must be in report format with headings and sub-headings.

· Type written with Times New Roman or Arial font size: 12. 1.5/2x line spacing, standard margins. Single or double side printing.

· Please use Harvard referencing style (UCD library guide on referencing http://libguides.ucd.ie/ld.php?content_id=450286)

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SECURITY CLASSIFICATION