PRINCIPLES OF MARKETING

Assignment

Coursework Task [40% weighting]

Using an organisation of your choice write a report that explains how the company seeks to deliver customer value. The report should have the following sections:

1 Introduction including background to the organisation
2 Organisational objectives
3 Product & Brand portfolio
4 Pricing strategies
5 Distribution strategies
6 Promotional mix
7 Conclusion, including some informed speculation as to future developments
Guidance:

You will be assessed on the evidence that you have:

1 Located sufficient information about your chosen organisation
2 Applied marketing concepts and models to good effect
3 Demonstrated effective analysis
Submission date : no later than Tuesday 20 November 2013

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Word limit : 2 000 words

In completing this assignment students should be able to:
Apply marketing concepts to the issues relevant to securing customer relationships and delivering customer value, and in addition to evaluate the marketing models employed to achieve this goal

Assessment Criteria
THRESHOLD (Pass)
A student should demonstrate knowledge and understanding of the key aspects of developing customer relationships and delivering customer value
GOOD (Merit)
A students should demonstrate a wide knowledge and understanding of the areas involved in developing customer relationships and delivering customer value, a capacity to relate to and analyse the contextual situation chosen and in addition to develop their own informed perspectives
EXCELLENT (Distinction)
A student should demonstrate a comprehensive and in-depth knowledge and understanding across the broad areas involved in developing customer relationships and delivering customer value.

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