MKT4001 Principles of Marketing Assignment

Assignment Help Marketing Management

Reference no: EM132620557 , Length: word count:3000

MKT4001 Principles of Marketing - Arden University

Assignment Brief

As part of the formal assessment for the programme you are required to submit a Principles of Marketing assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.

Learning Outcomes:

After completing the module, you should be able to:

1. Explain the marketing process, with particular reference marketing audits, orientation, environmental analysis, marketing planning

2. Distinguish the contribution of the elements of the extended marketing mix to effective marketing planning

3. Use the concepts of segmentation, targeting and positioning to respond to marketing problems

4. Apply the marketing mix in selected situations.

5. Show situational awareness when applying the extended marketing mix.

Maximum word count: 3,000 words

Assignment Scenario - ‘Hill's Vineyard'

Assignment Task

You are required to prepare a discussion document that you are going to use in your discussion with Megan and Jamie. The discussion document should include the following:

Section 1 - Marketing Environment and Planning Process

a) Explain the components of the marketing planning process and outline the marketing context for the vineyard offer, with particular reference to the role / importance of adopting a marketing orientation and its application to the business.

b) Carry out an environmental audit in the form of a PESTEL analysis for the business ensuring that you detail specific market / organisational related facts that are fully referenced where possible. Additionally, you should highlight relevant micro-environmental aspects such as dominant competitors within the industry and recent competitor activity.

c) Outline* the extended marketing mix 7Ps and explain how the development of the extended marketing mix could contribute to effective marketing planning for the new product.

* a fully detailed marketing mix analysis is NOT required here - that is required in Section 3 here you are explaining the importance of building a strong and coordinated marketing mix.

Section 2 - Segmentation, Targeting & Positioning

a) Explain how the overall market could / should be segmented for ONE of the following:

- Tourists coming to the UK looking to book a vineyard tour

- UK based customers looking to buy Hills wine online

b) Identify your B2C target market as to who you would primarily target with the tour in terms of characteristics including demographics, behavioural, benefits sought and lifestyle.

c) Explain what is meant by the term ‘positioning' and suggest how the vineyard tour would be positioned in the consumer market.

Section 3 - Marketing Mix Analysis

Using the table format below provide ‘creative' details of the extended (7Ps) marketing mix for the vineyard demonstrating original thought in your proposal, whilst explicitly taking into account the environmental factors identified in Section 1 in order to justify your approach.

You should write in as much detail as possible (within word count expectations) ensuring that your work is not just descriptive in nature but also uses academic referencing where appropriate to show how relevant marketing principles and theories support your analysis of the new vineyard offer. A balance of theory and practice is required - ensure use of the text in the elibrary.

Attachment:- Principles of Marketing.rar

Reference no: EM132620557

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