Reference no: EM132198415
Critical Evaluation of the Contribution of Current Marketing Management Theory and Practice
Learning Outcomes
Upon successful completion of this module, students will have demonstrated Knowledge
K1 - That they understand the merits of particular marketing concepts when applied to selected business situations.
K2 - That they can understand the potential impact of factors in the external environment on the marketing activities of organisations.
K3 - That they have understanding of the major decisions that organisations confront in satisfying market-place needs.
K4 - That they understand market planning in organisations.
Skills
S1 -How to conduct research using relevant marketing journals and business documentation
Task
Context: You are to select an organsiation that produces a range of branded Savoury Snacks - the sector offers a variety of products including potato crisps, corn chips/ tortillas, puffed and baked snacks, crackers, pretzels, savoury biscuits, popcorn, meatsnacks, peanuts and other snack nuts.
You are thenewly appointed Marketing Manager of this category of products. Your role is to evaluate the implementation of market opportunity to launch a completely new and appealing savoury snack brand in a country of your choice.
In your role as Marketing Manager:
Part 1. Using appropriate knowledge of business and marketing philosophies and concepts, critically evaluate the strengths of the organisation's strategy in delivering value with respect its current brands and customers.
Part 2. Research and evaluate the dynamics and trends within the marketing environment. Produce a situational analysis identifying the key factors that underpin the opportunities and challenges for a new branded savoury snack. Based on this, ‘suggest' the potential target market and include a proposed market research proposal that would enable you to qualify and underpin your ‘suggestion'. (note - you are not expected to undertake the market research)
Part 3. In accordance with your knowledge of the marketing planning process make appropriate recommendations to build a sustainablebrand. Your suggestions for implementation must be underpinned with relevant theory and real-life/academic case studies.
Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.
Assessment Guidance
Part 1.
Studentsare expected to critically evaluate marketing management with application to the organisation'sexisting savoury snack brands.In doing so, students will consider how the organisation delivers value through the adoption of business and marketing philosophies and concepts; these may include,however are not limited to; market orientation andholistic marketing approaches.
Part 2.
Students should apply relevant frameworks to critically evaluate the external environment for this category of products. Students must demonstrate that they have undertaken researchusing a wide range of relevant and current sources which must be referenced. In this section students will be expected to synthesise the market intelligence from their research, demonstrating the ability to evaluatewhat is relevant and significant for the organisation. Students will propose a market research strategy - students are not required to undertake primary research
Part 3.
From the knowledge gained in Part 1 and the evaluation undertaken in Part2 students will identify key opportunities to launch a new sustainablesavoury snack brand. These will form the basis of objectives and recommendations. With reference to the marketing management processand holistic marketing management approaches students will make recommendations on segmentation targeting and positioning (STP) strategy, brand building, shaping the market offering, implementation and control. It is expected that recommendations will be underpinned with relevant theory and organisational case studies.
Attachment:- Assessment Brief.rar