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Identify and analyse complex strategic marketing tasks

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Reference no: EM132981028 , Length: 1600 Words

MKTM028 Strategic Marketing - The University of Northampton

Marketing Audit

Purpose of the Assessment

The purpose of this assessment is to produce a marketing audit that would support a marketing plan. The audit should be produced for a company (or business unit) of your choice in one sector from; mobile network providers, fashion clothing, automotive or charity and should focus on the UK only.

Assessment Task

Conduct independent research using quality sources fully referenced to provide the evidence to support your analysis e.g. Mintel, MarketLine Advantage, ABI Global, newspapers, journals, company websites etc.

This Marketing Audit is limited in scope and should contain the following areas: (A full Audit, based on Kotler's format, can be seen in Appendix 1 of this brief)

• Macro analysis (PEEST)
• Micro analysis (market, customers and competitors)
• Internal analysis (strategy, functions, productivity)
• One-page TOWS matrix and key strategic challenges summary

• Appendices (up to 4 sides of supporting information/analysis, not included in word count which must include the Company Overview)
Appendix 1: One-page Company Overview to include; name, type, size, key competitors, customers, products/services. Specific area of focus for your audit
- company or business unit and country.
Appendix 2: supporting Macro model/framework application Appendix 3: supporting Micro model/framework application Appendix 4: supporting Internal model/framework application
This should be in report format. Your analysis should be succinct and the use of models and tables is encouraged. This should be addressed in a level 7 (MBA) academic style. It should show:

• critical awareness in relation to the identification and application of relevant models/frameworks, analysis, evaluation, synthesis and original insights
• appropriate academic English for level 7 work
• appropriate support from secondary literature supported by appropriate UoN.

Learning Outcome 1: Identify, analyse and integrate information from a range of sources, drawing heavily on current research, academic publications and appropriate primary sources.

Learning Outcome 2: Devise and sustain an argument, supported by valid and evaluated evidence, including some elements which offer new insights.

Learning Outcome 3: Identify and analyse complex strategic marketing tasks.

Attachment:- Strategic Marketing.rar

Reference no: EM132981028

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