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This document provides instructions for an assignment on marketing project management. Students are asked to work in small groups to design a new incremental product for an existing company targeting a new market. They must explain how the new product fits the company's portfolio and customers. Students must identify the target market, appropriate marketing mix, and any risks. Their submission should be a 2,500 word group report assessing the marketing planning process and addressing various learning outcomes. Guidelines are provided on choosing a company, product, and performing research to complete the assignment effectively.
This document provides instructions for an assignment on marketing project management. Students are asked to work in small groups to design a new incremental product for an existing company targeting a new market. They must explain how the new product fits the company's portfolio and customers. Students must identify the target market, appropriate marketing mix, and any risks. Their submission should be a 2,500 word group report assessing the marketing planning process and addressing various learning outcomes. Guidelines are provided on choosing a company, product, and performing research to complete the assignment effectively.
This document provides instructions for an assignment on marketing project management. Students are asked to work in small groups to design a new incremental product for an existing company targeting a new market. They must explain how the new product fits the company's portfolio and customers. Students must identify the target market, appropriate marketing mix, and any risks. Their submission should be a 2,500 word group report assessing the marketing planning process and addressing various learning outcomes. Guidelines are provided on choosing a company, product, and performing research to complete the assignment effectively.
Student Name: Certification: I certify that the whole of this work is the result of my individual effort and that all quotations from books, periodicals etc. have been acknowledged. Student Signature: Date: Student Registration Number: Student email address :
Programme : BA Business Year/Level : 5 Academic Year : 2013/14 Semester : 1 Module title : Delivering Customer Value Assignment No. : 2 Module code: BUS 504 Word guide: 2500 (Max) Percentage Weighting of this assignment for the module: 50% Issue date : Return date : Lecturer : Dr SS Dadwal Second marker : Richard Small
Notes for students : 1. Hard copy of assignment should be stapled in the top left corner and submitted to the School Office. 2. Electronic copy of assignment should be submitted through the Turnitin software. 3. 10% of marks are awarded for satisfactory use of language and/or good presentation. 4. 5% of marks are awarded for satisfactory referencing and/or presentation of a bibliography where either is required. Note that all referenced work should be obtained from credible sources. 5. Students should ensure that they comply with Glyndwr Universitys plagiarism policy. 6. Students should make correct use of the Harvard referencing method.
Learning Outcomes Tested in this Assignment: To utilise marketing research approaches, to identify an organisations resource capability and risk assessment to underpin a business case for a marketing projects and to design, develop and plan marketing programmes using project management tools in order to deliver marketing projects effectively.
Overall Comment :
Mark (%)
BUSINESS & MANAGEMENT
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Would students please note that achievement of the learning outcomes for this assessment is demonstrated against the assessment criteria shown below (which are not necessarily weighted equally). All marks/grades remain indicative until they have been considered and confirmed by the Assessment Board
Assessment criteria for Marketing Project Management: Marks Awarded: Marks Available: 1 Uses a clear rationale to identify an appropriate company and develop an incremental new product development from an existing range of products for a new market, appropriate to the chosen company and its customers, its current portfolio and, the marketplace. 20% 2 Demonstrates aptitude in developing the marketing project; identifying a suitable target market, using an appropriate marketing mix and articulating the marketing planning process. 30% 3 Demonstrates effective analytical and interpretation skills while working on the team project; successfully applies appropriate tools and models that are suitable to the marketing problem.
20%
4 Clearly identifies key issues and assesses risks on the project which may affect project delivery. Demonstrates an understanding of all relevant aspects which may impact on project planning, marketing planning and delivery. 15% 5 Use of language and good presentation 10% 6 Referencing and/or Presentation of Bibliography where either is required. Note that all referenced work should be obtained from credible sources. 5%
Additional Comments from Second marker or External Examiner (if required) :
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Grading & Marking Criteria - Undergraduate
80 + Outstanding work of exceptional merit which is original in content or approach allowing a novel perspective, going beyond what is available in the literature. 70 79 Work which is clearly articulated and well substantiated, based on extensive reading, and demonstrates an authoritative grasp of the concepts, methodology and content appropriate to the subject and to the assessed task. There is clear evidence of originality and insight and an ability to sustain an argument, to think analytically and/or critically and to synthesise material effectively. 60 69 Work which demonstrates a very good level of understanding of the concepts, methodology and content appropriate to the subject and which draws on a wide range of properly referenced sources. There is clear evidence of critical judgement in selecting, ordering and analysing content. The work demonstrates some ability to synthesise material and to construct responses which reveal insight and may offer some occasional originality. 50 59 Work derived from a solid basis of reading and which demonstrates a grasp of relevant material and key concepts and an ability to structure and organise arguments. The performance may be rather routine but the work will be accurate, clearly written and include some critical analysis and a modest degree of original insight. There will be no serious omissions or irrelevancies. 40 - 49 Competent and suitably organised work which demonstrates a reasonable level of understanding with minimal analysis and interpretation. It covers the basic subject matter adequately but is too descriptive and insufficiently analytical. There may be some misunderstanding of key concepts and limitations in the ability to select relevant material so that the work may be flawed by some omissions and irrelevancies. There will be some evidence of appropriate reading but it may be too narrowly focussed. 30 - 39 Work lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology. There is either no evidence of literature being consulted or irrelevant to the assignment set. Inaccurate or inappropriate choice of theory. Unsubstantiated/invalid conclusions based on anecdote and generalisation only, or no conclusions at all. Lacks critical thought, analysis and reference to theory. 0 - 29 Insufficient level of understanding and knowledge base unacceptably weak. No evidence of logical structure and poorly presented. Referencing is unsystematic or absent.
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DELIVERING CUSTOMER VALUE THROUGH MARKETING. ASSIGNMENT 2: This Assignment Comprises 50% Of The Marks Available For This Module
The focus of this Assignment is on the following learning areas from the course: Customer Value as a Marketing Project driver & Service Mix Management Project Management creating value building and value for money experience The Management of the Marketing Mix over time Risk Management and Project Sustainability Project Resource Management and organisation The Project Management Planning Process The Marketing Planning Process
ASSIGNMENT TASK: Choose a company (which you have not studied in prior assignments) in a competitive fast moving industry and market. Working in small groups of two or three people as a Marketing team, design and deliver the following marketing project. The assignment assessment will be based on submission of a final group report from your team (2,500 words). You are working as a Marketing team to develop a new incremental product for a new market. (This is a product which has smaller step changes rather than large innovation changes). Explain who might inform development of the new product and how it will fit into the companys current portfolio by assessing existing customers, the company and its resource capabilities and, your chosen new marketplace. Identify a new target market for your product based on delivering maximum value creation in the eyes of potential customers in your newly chosen market segment (s). In completing the report, identify the appropriate marketing mix, and assess and highlight any potential risks in the product launch. Reflect on project and marketing planning associated issues. ASSIGNMENT ADVICE: To perform effectively in this assignment you will need to: Research and chose an appropriate organisation Research and chose an appropriate incrementally developed new product (not a brand new product development) to introduce to the company to add to its portfolio of products Assess how change management acted to improve the projects and their competitive value to the respective organisations Delegate the work amongst your team effectively Write up your findings effectively in a clearly structured business style report.
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