In creating, communicating, and delivering a value offering, Marketing Managers engage in a marketing planning process that is both strategic and tactical. In the assessments for this subject, we will be linking marketing management theories to practice by assuming the role of a Marketing Manager in conducting a market situation analysis, performing needed secondary (desktop) market research, establishing goals and objectives, and developing recommendations for marketing strategies and tactics for a product (good or service) of your choosing.
Across the first and capstone assessments, you will write two reports that address different stages of the marketing planning process. Both reports will require you to discuss marketing theories, collect and analyse secondary (desktop) data and make recommendations based on the data. In the first assessment report, you are required to identify one product (good or service) of an organisation (brand) of your choice.
You will also use the same product (good or service) in your capstone assessment. We suggest you choose a product of your organisation of employment. However, this is not a requirement. In your first assessment, start by providing adequate context for the selected organisation (brand) and identified product (good or service). Then, based on various theories of marketing management as discussed in Module 1-3 of the learning materials: Analyse the current market situation, considering relevant external and internal environmental factors using appropriate frameworks and summarising them in a SWOT analysis to identify trends and issues impacting the organisation and, more specifically, the selected product (good or service) and relevant stakeholders, collaborators, and/or competitors;
Analyse how to segment the market for the selected product (good or service), justifying your approach based on relevant criteria for effectiveness; and, Provide justified recommendations for the selection of a target market segment that will be the focus of your capstone assessment. This assessment is required to be presented as a formal report. It is not an essay or personal reflection.
This assessment is required to be presented as a formal report. It is not an essay or personal reflection. Use the First Assessment Template provided to prepare your report. Resources Use Modules 1-3 of the learning materials for guidance. There are several frameworks or tools to use when conducting a market analysis: 5C Analysis Porter’s Five Forces Model SWOT Analysis The above are only recommendations. Other frameworks can be used. When considering segmentation, keep in mind: B2C B2B Effective segmentation criteria
For additional information regarding target marketing, please see pages 198–199 in the textbook. If you work in a social context (. social welfare, health, environment, or education), you could consider taking a social marketing approach in applying marketing theories to your practice in the assessments: Basil, DZ, Diaz-Meneses, G & Basil, MD (eds) 2019, Social Marketing in Action: Cases from Around the World, Springer International Publishing AG, Cham. Available from: ProQuest Ebook Central. [9 September 2020]. Format In terms of structure, presentation, and style: use the AIB-preferred Microsoft Word settings (see AIB Style Guide) use author-date style referencing (which includes in-text citations and a reference list) (see AIB Style Guide) use the following report structure:
Title page Executive summary Table of Contents
1. Introduction (including company background)
2. Market situation analysis
3. Market segmentation 4. Target market recommendations
5. Conclusion References Appendices (if any) Requirements Note: All written assessments should be submitted as Word files (.docx) (Word is available from your AIB Office 365 account). The required word length for this report is 2000 words (plus a 10% allowance). In terms of structure, presentation, and style given the length of this report, you are required to follow the standard report format.
The specific structure is shown above. A template is provided in the learning materials. You are required to use at least six (6) academic references for this report. Your references should be from credible sources such as books, industry-related journals, magazines, company documents, company websites, and academic journal articles. Ideally, relevant academic journal articles should be used for academic discussion.
Your grade will be adversely affected if your assignment contains no/poor citations and/or reference list and if your assignment word length is beyond the allowed tolerance level (see Assessment Policy available on the AIB website). Grading criteria Your assessment will be marked according to the following grading criteria:
Depth of demonstrated understanding of contemporary marketing theory – 20% Depth of demonstrated understanding of ways in which to analyse the market situation for a product or service – 25% Critical appraisal of the various ways in which the market may be segmented and rationale for market segmentation analysis undertaken – 25% Shows an alignment between the target market selection, the market segmentation, and the branded product or service – 20% Referencing – 5% Structure, communication style, and language – 5%
