Reference no: EM133039975

MN 7404 Marketing Management - University of Leicester

This assessment has been designed to assess the intended learning outcomes. Upon successful completion of this module, students should be able to:

1. Analyse the foundational principles of marketing and apply these appropriately to a broad range of organisational scenarios;
2. Apply marketing frameworks and concepts in the development of marketing strategy;
3. Evaluate the foundational models used within marketing to examine consumer behaviour;

The assessment will also develop the below transferable skills:
- Written communication
- Problem solving
- Information handling and analysing

Assessment Question

Based on the knowledge you have acquired throughout this module, you are required to choose an established brand and design a brand extension strategy.

Your brand extension strategy should focus on one of the following:

a) expansion into a new geographic market (e.g. a different region or country),

b) attracting a new demographic segment (e.g. a different age cohort),

c) entering a new retail market (e.g. from the online to the offline market, but not the other way, in other words you can only choose an online brand that seeks to have a physical retail space).

Your assessment should be based on secondary data and fact. It is mandatory that you select a brand for which you are able to collect the relevant secondary data (e.g. reports, industry documents, websites etc.).

You are encouraged to choose a brand that has not already been analysed in the recommended module textbook (Baines, P.; Fill, C.; Rosengren, S. and Antonetti, P. (2019). Marketing, 5e. Oxford: Oxford University Press).