07 May EXPLAIN THE VARIOUS ELEMENTS OF THE MARKETING PROCESS
Project description
Purpose of this assignment
The purpose of this assignment is to test the understanding and skills relating to concepts and principles of the marketing process.
Scenario
You are a newly appointed Chief Marketing Officer in the London unit that oversees the European market. The CEO has asked you to review the marketing strategy developed at the company(Google) for the UK market and as given you the deadline of 22.10.2014 to hand-in to the Board of Directors a business report that outlines the marketing strategy of the company.
Task 1 (LO1, LO2, M1, M2, M3, D1, D3)
Prepare a business report to be submitted to the Board of Directors for approval where you will need to analyse the marketing strategy of the company. First, you will need to explain the concept and process of marketing in order for the Board of Directors to understand the purpose of the report (LO1, maximum of 500 words).
Criteria Reference To achieve the criteria the evidence must show that the student is able to:
LO1 Understand the concept and process of marketing
1.1 Explain the various elements of the marketing process
1.2 Evaluate the benefits and costs of a marketing orientation for a selected organisation
In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades
Merit descriptors Indicative characteristics Contextualised Indicative characteristics
M1 Identify and apply strategies to find appropriate solutions • Effective judgments have been made.
• Complex problems with more than one variable have been explored.
• An effective approach to study and research has been applied.
The student was able to analyse in depth and accurately the macro and micro environmental factors with relevant and factual implications for the industry and the company.
The student was able to analyse in depth the difference of domestic marketing and international marketing and the difference between marketing to consumers and marketing to businesses with relevant implications for the selected company and the different product and service.
M2 Select/design and apply appropriate methods/ techniques Relevant theories and techniques have been applied
? A range of methods and techniques have been applied
? A range of source information has been used
? The selection of methods and techniques/sources has been justified
? The design of methods/techniques has been justified
? Complex information/data has been synthesised and processed
? Appropriate learning methods/techniques have been applied
The student used all the relevant models given in class correctly.
The student was able to address all the elements of the extended marketing mix and apply them correctly to the product and the service.
The student has used a variety of sources of reference for the creation of his/her business report and presentation.
M3 Present and communicate appropriate findings The appropriate structure and approach has been used
? Coherent, logical development of principles/concepts for the
intended audience
? A range of methods of presentation have been used and technical
language has been accurately used
? Communication has taken place in familiar and unfamiliar contexts
? The communication is appropriate for familiar and unfamiliar
audiences and appropriate media have been used. The structure of the business report is professional and written in grammatically correct English.
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