Order ID | 53563633773 |
Type | Essay |
Writer Level | Masters |
Style | APA |
Sources/References | 4 |
Perfect Number of Pages to Order | 5-10 Pages |
Identifying an Organization Which Is Using Old Marketing DNA
MKT4A2 -Assessment Details
The assessment requires that you engage fully with course material from both a theoretical and practical viewpoint. You will need to demonstrate the ability to synthesise ideas and consider the impacts of various strategies on businesses. Your competencies in the subject will be tested through summative assessments. These assessments will help you to understand the current trends in the marketing world namely organisations shifting from using traditional marketing DNA (marketing tools) to new marketing DNA (marketing tools). You will apply both strands of DNA to an organisation and comment on application and marketing opportunities. Formative assessments Debriefing 1 – weeks 7 or 8 (or ongoing) You will prepare a draft of your first assignment identifying an organisation which is using old marketing DNA and justify the suitability of the chosen company in preparation for summative assessment 1. Group Debriefing Activity You will work in groups to peer assess each other’s debriefs and offer critical input and feedback. Debriefing 2 – weeks 20 or 21 (or ongoing) You will prepare a presentation draft identifying an organisation which is using new marketing DNA and justify the suitability of the chosen company in preparation for summative assessment 2. Monitor progress and form strategies in preparation for the group presentation solution campaign. Summative assessments Assessment 1: Report 75% TMM (individual submission) 3,000 words maximum-Friday of week 9 (29/11/2019) You will submit an individual report identifying an organisation that is incorporating old marketing DNA into their marketing operations. The report will identify key traditional marketing tools being used by the company, and assess their usefulness and effectiveness. You will also argue the case for the company applying new marketing DNA and offer practical recommendations. As this is a small and probably quitter an unknown business, you are expected to conduct relevant primary research with management and customers particularly with regards to segmentation, targeting and positioning (STP) and the marketing mix. |
Assessment 2: Presentation 25%TMM (group work)–submission to blackboard one day before presenting in week 22 or in week 23. Presentations- 10-15 minutes
You will deliver a group presentation solution campaign identifying an organisation which successfully incorporates new marketing DNA into its operations. You will build on issues which have been identified through summative assessment 1. You will also highlight the key benefits to the company and identify future marketing opportunities by introducing and discussing their own interpretations of new DNA and their effectiveness for the company.
You’re expected to conduct relevant secondary research.
MKT4A2- Assessment 1- Individual report details
Assessment 1: Report 75% TMM (individual submission) 3,000 words maximum- (10% leeway) Turnitin submission by Friday of week 9, 29th November 2019
Possible layout of a report
An executive summary is usually written in the present or past tense and should include:
-A statement of/background to problem topic
-Report’s aims
– Key findings summarised
– Key problem solutions summarised
– Key recommendations summarised
Marking Scheme for Lecturers
Assessment 1 – Individual Report on a company using mainly old marketing DNA (traditional marketing tools).
Weighting: 75%
The purpose of this assessment is to assess students’ level of understanding of these key learning outcomes:
Knowledge and understanding:
1- Understand the contribution of marketing in the organisation.
2-Demonstrate a sound knowledge of key concepts and principles in the study of organisations and the environments in which they operate locally and globally.
3-Show knowledge and understanding of elements of organisational management and leadership, finance, marketing, enterprise and innovation within a global context.
Skills
4-Collect, compare, and synthesise information from different sources. 5-Demonstrate decision-making abilities by choosing the best option from a range of alternatives against a set of clear criteria. |
Students should then cover the following areas :
Executive summary, Introduction / problem /
aims and objectives of the report
The introduction must state the key purpose, objectives
and aims of the report and explicitly identify the relevant
arguments and areas to be addressed. It should include a brief overview of the chosen business, name, location, history, business performance, etc.
Justify the suitability of the chosen company, a SMALL and INDEPENDENT BUSINESS, NOT PART OF A CHAIN, from any part of the world, which should be using mainly old marketing DNA.
Objectives and Issues – Present specific marketing objectives (for example, to increase brand awareness by 10% by the end of the year or to capture additional 5% market share or increase sales units by 15%. How?
Provide clear background information to set the context of the report and the problem or opportunity for your chosen company. What KPI’s should be put in place and why?
Current Situation – Overview of the market
Market description – In what market is your chosen business competing? Who is the market? What are the trends? What is their market position, sales, etc. and that of their main competitors?
A short analysis of their micro and macro environment – What is happening? What is the potential impact to the business?
Take the basic SWOT analysis one step further to make it actionable.
————————————- ——————————– 15%
Main body, divided into sections or chapters which are clearly labelled. You should conduct primary research with the management and staff of your chosen small business and their customers to find out relevant information to help with their marketing strategy.
Main body, divided into sections or chapters which are clearly labelled
—————————— ———
Technology in Marketing- What use of technology does your chosen business make?
How can you recommend a more innovative integration of technology into business strategy?
In marketing, technology has driven new approaches and techniques, such as developing customer insight, big data, web analytics, CRM, Internet-based Technologies (IBTs), dashboards, search engine optimization, digital and social media marketing. —————————- ———————————————————10%
STP strategy- Develop a plan to help your company to make improvements, to create strong relationships by engaging with stakeholders, deliver value and reach the business and marketing objectives. The Key focus should be on STP.
What is this company’s segmentation, targeting and positioning (STP) strategy, their branding strategy and brand image?
What are the characteristics of the customers who use this company? Segmentation-micro-segmentation?
One-to-one segmentation?
Positioning/branding – What is your business’ branding? How can you help their brand to become more distinctive in the mind of their customers? What did their customer say?
Value proposition – Why would someone buy from you vs. a competitor?
Make relevant recommendations
Include references to academic sources 20%
——————— ————————————————
Marketing Mix- With reference to academic sources review and outline each element of the extended marketing mix. Is the marketing mix still relevant in such a digital era? How is your chosen company using the extended marketing mix?
How can they improve the use of the marketing mix by adopting more new marketing DNA? (More up to date marketing tools)?
Marketing mix- Product/service Strategy – What is the business offering currently, what is the future plan for their product/service?
Pricing – What is their pricing strategy (e.g. economy, luxury) and what improvements can you suggest based on your observation and surveys?
Distribution – What channels are used to move the product through the supply chain? What improvements or new channel opportunities can you recommend?
Marketing Communication Strategy
If appropriate, identify or suggest programs that will be used to generate sales and/or leads for sales teams.
PR – How will they share news, get mentions, reviews, use influencers, etc. and build credibility?
Online and Offline – What types of communication and promotional programs, tools and resources do they need to reach objectives? Look at different communication tools such as advertising, content marketing, sponsorships, events, mobile, digital, social media, etc.
People- HRM
Physical evidence/servicescape and process (service blueprint).
————————————————————————————-25%
Conclusion
You will be assessed on the credibility of your opinions in the light of the organisational context and the implications for management in your conclusions.
You could reflect on some strengths and weaknesses of old and new marketing DNA (marketing tools) and how to incorporate both.
Controls – You could summarise on the metrics/KPI’s you will use to measure results.
————————————————————————————10%
Recommendations
You will be assessed on the feasibility of the recommendations in terms of cost, practicability and acceptability to the organisation and the likely implementation time span.
Make recommendations on how your chosen business could include more new marketing DNA (marketing tools of the 21st century).
Some of your suggestions could include the level of:
Customer centricity- Experience-centric vs. solution-centric
Value proposition and the idea of co-creation of value
Service-oriented vs. technology obsessed
How to be more in tune with modern lifestyles, values, social changes, etc.?
You can summarise your key recommendations and also provide the following:
—————————– ——————————————- 10%
————————————- ———————————-
General presentation
The study must be clearly structured and well presented.
Quality of report? – structure, executive summary, contents page, use of headings, referencing of appendix, sources of information, number of words (Approx 3,000)
Use of English? – well written, attention to spelling and grammar
Clearly referenced (Good use of academic sources)?
————————————————————————————-10%
Overall Mark out of 100 =
Tips:
Use headings and a numbering system to give clarity and structure to your report.
When bullet points are used, ensure that you explain them.
——————- —————–
Structure and marking scheme for your group presentation on new marketing DNA (max. 15 mins).
Introduction , contents page or agenda and overall presentation standards 15%
Introducing the business/situation analysis 20%
A critical analysis and evaluation of the marketing activity of your chosen 40%
company and of how effectively they are using new marketing DNA.
Conclusion and overall presentation 10%
Recommendations 15%
Criteria and Weighting | % | Actual awarded | Comments | |
Introduction and overall presentation standards
Thank the audience, introduce the team, and explain the format and the structure of the presentation, the rationale of the study and the objectives of this consultancy project for your chosen company. Contents page / agenda Presentation Skills Group presentation skills (Did each group member speak well, for about the same time each, with confidence, hand over well from one speaker to another, good time keeping?) Positive and professional body language, well structured, free of spelling and grammar mistakes, visually interesting, strong conclusion and well referenced. Reiterate key-points including key recommendations? Has the group invited questions and comments (Q&A)? |
15 | |||
Introducing the business/situation analysis
Situation Analysis and objectives The situation should provide an overview of your chosen organization and a current overview of the market category your chosen business operates in, with the help of graphs from credible databases such as Datamonitor, Marketline or Nielsen. · Who is your company, what do they do and how do they address relevant internal and external factor in order to interact and trade online by addressing effectively internal and external factors impacting thatr business? · Who are their current digital customers and how do they interact with the brand, the platform/s used, segmentation breakdown, etc. How could they address a potential gap in the market? · SWOT analysis – what are the strengths, weaknesses, opportunities, and threats to the chosen organization. · Competitor analysis – who are their competitors? How do they compete? What are their key differentiation points? · Digital channels landscape. What digital channels is your company using or should be using? Assess how they are performing and what improvements could be made. Objectives What SMART objectives should your chosen organisation focus on? Is it lead generation, customer engagement, acquisition or retention? |
20 | |||
A critical analysis and evaluation of the strategic marketing activity of your chosen company in the 21st century and of how effectively they are using new marketing DNA.
How could your chosen organisation improve their communication with its existing customer database? Strategy-What strategy would you recommend your chosen company to fulfil? Focus on an effective STP (segmentation, targeting and positioning) strategy. Examples of effective tactics: Employing the right e-marketing mix SEO, Pay-Per Click, Affiliate Marketing, Email, message or mobile marketing, database mining, CRM, etc. (Below are some of the aspects you should focus on). For example, what strategies could be used to increase brand visibility and improve customer acquisition, customer retention and customer engagement? An e-marketing mix? a multi-channel strategy? Effective marketing metrics and big data analysis? Effective data mining and customised STP strategy? Customer centricity? A strong CRM strategy? A clear value proposition? Effective positioning? Co-creation of value? UGC (user generated content)? Experience focused? Effective content marketing? Strong storytelling skills? Effective use of technology including programmatic advertising? Outcome-based, agile branding? Ethics, CSR and sustainability focused? Service-oriented? Etc. (Include academic and business evidence and references) |
40 | |||
Conclusion and overall presentation
Were strong conclusions made? Included academic and business evidence and references to sustain the recommendations? Was the overall presentation interesting, informative, well structured, clear and concise? Included a references page at the end? |
10 | |||
Business recommendations
Were strong recommendations made? Included academic and business evidence and references to sustain the recommendations? |
15 | |||
TOTAL | 100 | |||
Overall comments | ||||
Percentage Mark: | NB All marks are provisional until confirmed | Date: |
Bands | Generic descriptors |
8
90-100% |
· All learning outcomes and task specifications have been achieved to an exceptionally high standard (according to the level of study).
· The outcome of the assessment task is presentable in a professional context and may extend practical or theoretical knowledge in the field. It displays an exceptionally high level of understanding, evaluation, insight, analysis, reflection and/or criticality (according to the level of study), and connections are developed both within and beyond the task set. · The work’s organisation, structure and presentation are developed to an exceptionally high standard. |
7
80-89% |
· All learning outcomes and task specifications have been achieved to an outstanding standard (according to the level of study).
· The outcome of the assessment demonstrates an outstanding display of understanding, exploration, evaluation, insight, analysis, reflection, criticality and/or research (according to the level of study). Connections are developed both within and beyond the task set. · The work’s organisation, structure and presentation are developed to an outstanding standard. |
6
70-79% |
· All learning outcomes and task specifications have been achieved to high standard (according to the level of study).
· The outcome of the assessment demonstrates an excellent display of understanding, exploration, evaluation, insight analysis, reflection, criticality and/or research (according to the level of study), and connections are developed both within and beyond the task set. · The work’s organisation, structure and presentation may be developed to an excellent standard. |
5
60-69% |
· All learning outcomes have been achieved at a good and some to a very good standard (according to the level of study).
· The outcome of the assessment demonstrates a very good level of understanding, exploration, evaluation, analysis, reflection, criticality, some insight and/or very good research (according to the level of study), and connections are established within the task set, and in some cases reaching beyond. · The work’s organisation, structure and presentation may be developed to a very good standard. |
4
50-59% |
· Most learning outcomes have been met at a good standard (according to the level of study).
· The outcome of the assessment demonstrates a good understanding, exploration, evaluation, analysis, and some reflection, criticality and/or appropriate research. (According to the level of study) · The work’s organisation, structure and presentation may be appropriately developed. |
3
40-49% |
· All learning outcomes have been met to a minimum satisfactory standard (according to the level of study).
· The outcome of the assessment shows an adequate understanding, of major ideas, with little insight and basic research. Limited level of analysis, reflection and/or criticality (according to the level of study). · The outcome of the task shows ability to paraphrase concepts and theories, with limited ability to make connections. · The work may be disorganised, and the structure and presentation may be barely adequate. |
2
30-39% |
· Most learning outcomes have almost been met, whilst the rest have not (according to the level of study).
· The outcome of the assessment shows a limited understanding of major ideas, with little insight, very basic research, and very limited ability to make connections. No analysis, reflection and/or criticality (according to the level of study) · The work may be disorganised, and the structure and presentation may be barely adequate. |
1
11-29% |
· The majority of the learning outcomes have not been met (according to the Level). The outcome of the assessment task is incomplete, flawed, very limited and/or presents significant inaccuracies.
· The outcome of the assessment shows very limited understanding with no insight, and very limited ability to make connections within basic ideas in the field, very fragmented. Lacks research. No analysis, reflection or criticality (according to the level of study) · The work is disorganised, and unstructured. Presentation is barely adequate. |
0
0-10% |
· None of the learning outcomes have been met. The task has not been addressed by the student, or there is no assessable task.
· The outcome of the assessment shows no understanding of basic ideas, with no insight and shows no ability to make connections within basic ideas in the field, or the connections are completely irrelevant. Lacks research. No understanding, analysis, reflection nor criticality. · The work completely lacks organisation and structure. Presentation is completely inadequate. |
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