London School of Business & Finance (LSBF) Module Assignment Title Assignment Type Word Limit Weighting Student

Intake Issue Date Submission Date Feedback Date Issued by (Assessor) Internal Verifier Plagiarism

Masters in Business Administration MSc Marketing

MARKETING MANAGEMENT RESEARCH ON A COMPANY MARKETING PLAN RESEARCH ASSIGNMENT 3500 - 4000 50 % Intake 7 Friday 27 May 2011 Wednesday 29 June 2011 WC 15 August 2011 Dr. Bruno Roque Cignacco Kulbir Basra When submitting work for assessment, students should be aware of the LSBF guidance and regulations in concerning plagiarism. All submissions should be your own work. You must submit an electronic copy of your work. Your submission will be electronically checked.

Learning

On the completion of this assignment you will able to:

Describe the components of a professional marketing plan in relation to a specific company. Use appropriate marketing terminology and concepts to explain the marketing plan of a specific company Describe the different factors of the business environment (cultural, economic, legal, etc.) in relation to a specific company Analyse the elements of the marketing mix (product, price, promotion and place) in relation to the plan of the company chosen. Analyse a marketing strategy of the company selected within a structured framework, incorporating market positioning and performance objectives Apply relevant literature from a diverse range of perspectives on specific aspects of marketing management in relation to the company chosen

Scenario The Marketing Management theoretical framework is always useful for the analysis of the different organizations acting in the market. Your job will be choosing a business organization from ONE of the following industries: - Banking sector - ITC (Information Technology Communication) sector - Food sector - Clothing sector - Media sector (television, radio, etc.) The assignment should be based on a specific company. This means, for example, that if the assignment is based on the food sector, the work must be focused only on ONE relevant organization of that sector, such as Tesco, or any other one. That means that the assignment should not be commenting about the whole food sector. In that case, the assignment should only be commenting about the company chosen within the food sector. Another example, if the assignment is based on the clothing sector, the assignment must be focused only on ONE relevant organization of that sector, such as H&M, Zara, or any other one. That means that the assignment should not be commenting about the whole clothing sector. In that case, the assignment should only be commenting about the company chosen within the clothing sector. In this assignment use both on-line sources (websites) and off-line ones (journal, magazines, newspapers, books, etc.). Include any important references related to any of the sources consulted for this assignment.

Your tasks Please find out the main factors of the marketing plan in relation to the company chosen, such as: Executive summary of the company Contextual analysis of the company (market environment). Different aspects of the companys context such as cultural, technological, legal and economic ones. Customer analysis (markets, segmentation, targeting and positioning, branding) Competition analysis (major competitors, their strengths and weakness, etc.) Company strategic approach (mission, marketing strategy, etc.) Channel analysis (distribution and communication) Other aspects (marketing management implementation and control, contingency plan, etc.)

Analyze each of those factors using the most adequate theory. Use technical definitions and supporting examples whenever possible. Use adequate marketing terminology and concepts to explain the marketing plan of the company chosen. Examine the marketing strategy of the company selected within a Marketing Management theoretical framework. Use significant literature to explain the different aspects (positioning, completion, etc.) of the marketing plan. It is important to apply a diverse range of perspectives on

specific aspects of marketing plan of the company chosen. For example, if the student is commenting about the positioning strategy of the company selected, the assignment can include theoretical definitions of positioning, and explanation of the advantages and disadvantages of the positioning strategy implemented by the company according to the theory.

________________________________________________________________________________ Guidelines Main guidelines

Your assignment should be handed in by the deadline. This assignment must be your own work. All sources of reference must be included. You will be expected to check spelling mistakes and grammar. Your name and student no should be in the footer of every page. Use supporting examples whenever possible
Apply relevant literature from a diverse range of perspectives on specific aspects of marketing management in relation to the company chosen,

The assignment should include cover page, index, introduction, main part and conclusion, references, and bibliography, among other parts. The student should use headings and subheadings to display the different parts of the assignment in a clear way

London School of Business & Finance (LSBF)

Module Assignment Title Grade 70%+

Masters in Business Administration MARKETING MANAGEMENT

RESEARCH ON A COMPANY MARKETING PLAN

Description of Achievement The information the marketing plan regarding the company selected is critically analysed, synthesised and evaluated to a high standard. The Harvard Referencing System has been both used and applied correctly. The student has used a comprehensive list of valid academic books, articles and academic journals to apply on the marketing plan analysed. Learning outcomes have been met to a very high standard and all the submission guidelines have been followed, resulting in an excellent assignment. There is also evidence of thorough and relevant research on the company selected. The work has demonstrated both a high level of intellectual thought and clear understanding of the marketing plan of the company selected. Finally, the work contains neither incorrect spelling nor grammatical errors. The learning outcomes have been met, most of the guidelines have been followed and the work, in all parts, has demonstrated a high level of understanding of the marketing plan of the company selected. The text of the assignment has been logically structured and evidence has also been provided of careful academic research on the company chosen. The information about the company marketing plan is critically analysed and to a lesser extent synthesised. The student has very nearly demonstrated the appropriateness of the analysis of the company selected to research objectives. Although being worthy of commendation, the work is not exceptional in its analysis. The Harvard Referencing System has been used and applied, but with minor errors. An extensive range of valid academic resources have been used, including some academic journals. The assignment may contain some spelling and grammatical errors. The learning outcomes have been met and many of the guidelines followed. On the whole, a good piece of work has been produced. The student has demonstrated a good understanding of the marketing plan of the company given, but has not provided detailed analysis. There is very little discussion of its appropriateness of the information provided in the assignment to the research objectives. Although learning outcomes have been met and the ability to research from a variety of academic sources has been demonstrated, there is very little evidence of either original thought or any real development of the research on the business plan of the company chosen. The research work could be clearer and more detailed. The Harvard Referencing System has been used and applied but some mistakes have been made. A wide range of valid academic sources have been used but the majority of sources are text books and not academic journals. The assignment contains spelling and grammatical errors. The learning outcomes have been met and the student has demonstrated some understanding of the marketing plan of the company selected. The student has demonstrated an adequate ability in conducting independent research, mainly in the ability to apply the theoretical framework on the company selected. Some of the information in the assignment has been analysed but there is very little synthesis. The student has not demonstrated the appropriateness of the work to research objectives. Few of the guidelines have been followed and there is little evidence of original thought, understanding or analysis of the company chosen. The Harvard Referencing System has been used and applied but major mistakes have been made. In addition the number of valid academic sources is limited. In addition the number of valid academic sources is limited. The work has not been proof-read and contains many spelling and grammatical errors. The student has attempted to meet the learning outcomes but has failed to achieve all elements. The student does not demonstrate an adequate understanding of the company chosen. There is very little evidence of conducting independent research, mainly in the ability to apply the theoretical framework on the company selected. The student has attempted to analyse the information on the company chosen but there is no synthesis of the information. The structure of the assignment does not meet all of the guidelines and the work is very difficult to follow due to the lack of structure. The Harvard Referencing System has been used and applied sporadically but major mistakes have been made. In

60%-69%

50%-59%

40%-49%

30%-39%

Below 0-29%

addition the number of valid academic sources is limited and not all are relevant. The work has not been proof-read and contains many spelling and grammatical errors. Resubmission is required and the feedback should be discussed with the relevant lecturer. The learning outcomes have not been met. Work does not reach the required standards due to the following: non-submission of work; incompleteness; inadequate work; failure to follow the assignment guidelines or failure to fulfil assignment objectives. The student demonstrates a lack of understanding of the company selected and the reader cannot clearly understand the work, due to poor use of the English Language. There is little evidence of academic research. The Harvard Referencing System has not been used and the Reference Section contains no valid academic sources No care has been taken to avoid or rectify spelling and grammatical errors. Resubmission is required and the feedback should be discussed with the relevant lecturer.