CB761 Strategic Marketing : Effectiveness and Performance

CB761 Strategic Marketing : Effectiveness and Performance

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CB761 Strategic Marketing

Task:

This assessment allows students to go beyond what was learned in class and learn how to develop marketing strategies for a real-world company. Make an effort to put yourself in the shoes of a decision-maker in the selected company (i.e. as a senior marketing manager) using

the 4 principles of strategic marketing discussed in the lectures.

Your Report should explore the following Learning Outcomes:

Step 1: Introduce the background of the company and introduce the product/product line/services of your choice Students should begin by introducing the background of the company and introduce the product/product line/services of your choice. Students can add a small write up on the competitive market analysis covering the external and internal environment. In doing so, students must search for and critically analyse information from the selected company’s website and annual reports, reliable business reports (e.g., Mintel Report, Statista etc.), and business newspapers/magazines (e.g., Harvard business review, Forbes, Financial Times, Yahoo Finance, Bloomberg)

Step 2: Identify the key marketing strategies (of the product/ product line/service that you have chosen)

Identify the company (specific product/service)’s key marketing strategies such as STP strategies, branding strategies, offering and innovation strategies, relationship marketing etc. and analyse the impact of these different strategies. (2 Strategies Only)

Step 3: Assess the effectiveness and performance of current marketing strategies Students should assess the effectiveness and performance of the two current marketing strategies. Based on these assessments, students should identify one or a maximum of two related challenges/problems that affect the selected company’s strategic direction and competitiveness. Use references/evidence to support your statements and discussions

Step 4: Make recommendations with explicit discussions for the corresponding potential benefits towards the company (product/ product line/service). Students should recommend and justify a maximum of two (i.e. one creative and well discussed strategy is enough to receive a decent mark) alternative marketing strategies to address the identified challenge(s). The proposed marketing strategies and recommendations

must flow from the research and analyses across Steps 2 and 3. Be creative but also make sure that the recommended strategies are logical and feasible.

CB761 Strategic Marketing

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