Building and Marketing

You will be assessed on your ability to: Within an evidence based scenario of a potential change in any of the MACRO environment forces of your chosen organisation: A) Critically evaluate the company’s strategies for sustainable competitive advantage, segmentation (including targeting and positioning) andbranding B) Identify and critically assess two opportunities for growth within the organisation’s MACRO environments C) Make clear links to the marketing theory that underpins your work D) Write a logical, well-presented and accurately referenced piece of work The length of the report will be 2500 words +/- 10%. The word count limit is there to test your skills of conciseness and focus – keep your work relevant to the subject matter. Key sections with suggestions as to word count Contents Approximate Word Count Weighting 1. Brief summary statement of the change in any of the MACRO environment forces of your chosen organisation. 200 10% 2. Potential impact on marketing strategies under the following headings: • Competitive advantage • Segmentation, targeting and positioning • Branding 1700 50% 3. Identify 2 specific growth opportunities in the company’s macro environments and set out what the company should do to take advantage of these 600 30% 4. Bibliography (not included in the word count) 10% Coursework B Assessment 2500 (+/- 10%) word report contributing 45% to your final grade on this module Deadline: Friday 21st August 2020, 23:59 (UK Time) You will be awarded marks for each of the above sections from F6-D5 with weightings applied to each. Your report should be a maximum of 2500 words (+/- 10%) excluding title page, references, and appendices. Sticking to a strict word limit is difficult and an important skill for you to acquire, so make sure that you write in a concise and focused manner. It should be typed font size 12 and 1.5 line spacing and must be presented in portrait format, not landscape. This report is worth 45% of your total grade for this module. An essential feature of the report is to illustrate how theoretical constructs or models can be critically analysed and applied to organisations in practice. You are therefore advised to read widely. In fact, unless you have read and referenced at least 10 discrete references, it is unlikely that you have done sufficient reading (you need to go beyond this to achieve higher marks). Beware of sources from the Internet (no Wikipedia or business balls): apart from reputable and academic references that can be downloaded through the Internet (commonly via the library catalogue); most Internet references are not considered reliable for an academic piece of work. Academic journals generally offer a better source than textbooks. You must use the APA 6th Referencing system.

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