Reference no: EM132833882
MKT4015 Marketing Foundations - Birmingham City Business School
Learning outcome 1: Undertake research into the marketing environment in which an organisation operates, demonstrating knowledge of a range of marketing tools and techniques
Learning outcome 2: Analyse customer buying behaviour within a specific market segment
Learning outcome 3: Illustrate the extent to which the marketing mix of an organisation links to its competitive position within a market segment
Learning outcome 4: Demonstrate transferable skills that are essential to a career in business, such as creativity, commercial awareness and communication skills
Assessment Brief
Required tasks
You are required to produce an A2-sized, digital research poster for your chosen organisation (which must be approved by your tutor) in which you:
1) Provide a basic overview of your chosen organisation that identifies the industry sector, size and range of products and services offered (NOTE: This must appear in the centre of your poster)
2) Use theoretical frameworks to audit both the internal and external marketing environment in which your chosen organisation operates AND provide a perceptual map that defines your organisation's market position in relation to a range of competitors
3) Define one market segment that the organisation is currently targeting using appropriate segmentation variables AND provide a detailed customer persona for your identified target segment that outlines their characteristics and buying behaviour
4) Use theoretical frameworks to outline the organisation's current marketing mix AND assess how well it is configured in relation to the identified market position and target customer persona
Required tasks
Task 1
A brief overview of your chosen organisation MUST appear at the centre of your poster - you will lose marks if this is not the case.
Remember that you must obtain approval for your chosen organisation - failure to do so will mean you may not pass; if you are unsure, please ask.
Basic information that you should incorporate into your organisational overview includes:
• The sector in which the organisation operates
• The size of the organisation in terms of financials and geographical reach
• The products and services provided by the organisation
Remember, you are not being asked to write full sentences / paragraphs in essay style, so try to use imagery wherever possible, e.g. using a logo rather than writing the company name, showing images of products rather than listing them, etc. You should aim to limit the amount of text used to around 50 words.
Task 2
You are expected to demonstrate that you have undertaken an appropriate level of secondary research on the marketing environment in which your chosen organisation operates, using appropriate theoretical frameworks to analyse:
• The external macro-environment
• The external micro-environment
• The internal environment
The points you make should be specific, relevant and explained in a concise but clear way; readers shouldn't be left thinking ‘so what?'
As part of your answer, you are also required to define the organisation's market position in relation to a comprehensive range of direct competitors using a perceptual map. Defining the market position is essential if you wish to optimise your marks for both this task and task 4.
You are not expected to contact your chosen organisation; your work should be based on secondary research. However, please ensure that all sources of secondary research are credible.
• Credible sources include: scholarly journals; academic textbooks; government websites (e.g. Office for National Statistics); public service broadcasters (e.g. BBC News); specialist industry publications (e.g. Marketing Week); commercial research organisations (e.g. Mintel); reputable news sources (e.g. The Guardian).
• Non-credible sources include: general blogs; student slide sharing websites (e.g. slideshare.net); websites that provide existing analysis on your chosen organisation (e.g. pestleanalysis.com), the tabloid press (e.g. The Sun) and Wikipedia.
Remember that your answer will only be as good as your research!
Task 3
You are expecting to provide a clear definition of one target segment that the organisation is focusing on, using an appropriate combination of segmentation variables, e.g. geographic, demographic, etc.
Please note that your identified target segment should be narrow - organisations often sell to a wide range of people, but you are trying to identify one specific group of people that share similar characteristics, e.g. a target segment that consisted of both males and females over the age of 18 would be too broad to be considered a proper target segment.
A detailed customer persona or pen profile should then be created that is a fictional, yet realistic, description of a specific individual user that the reader can relate to.
The persona should be thorough, including details about the persona's needs, concerns and goals, as well as background information such as age, gender, occupation and general buying behaviour.
Task 4
When applying the marketing mix, you should demonstrate an understanding of the underlying concepts and theories that sit within elements of the marketing mix and apply them accordingly; you should not just describe what the company does, e.g. stating that an iPhone costs £1,409 is not enough - you should be identifying what the pricing strategy is.
In addition to outlining the marketing mix, you are required to assess each element of the mix in relation to the market position (as identified in Task 2) and target customer persona (as defined in Task 3), i.e. has the organisation has configured the marketing mix to achieve this position in the minds of the target customer? For example:
• If the desired positioning is one of premium pricing, then a discount campaign
would not support that positioning.
• If the customer persona states that the target customer regularly watches TV, then television advertising would support customer acquisition.
Need best Quality POSTER
Attachment:- Marketing Foundations.rar