ASSIGNMENT INSTRUCTIONS
Module Title: Principles and Practices of Marketing
Word Limit: 3000
ASSIGNMENT QUESTION
Choose one of the following companies:
• Fashion Home Interiors
• Hugo Boss
• Bo Concept
• Oliver Bonas
• Heals/ Habitat
• Primark
• Ikea
Use a portfolio approach (visuals and written commentary) to critically evaluate how the company:
A. Has used at least four of the seven marketing mix elements in their UK operations, to reinforce its positioning within the last three years. (40 marks)
B. Reflects strategic decisions and relevant taught theories in its marketing efforts. (30 marks)
C. Does/ can evaluate the effectiveness of its marketing efforts. (20 marks)
D. The content of your portfolio must display academic skill and integrity, appropriate to level five studies. (10 marks). You must make reference to taught theories/ models/ strategies throughout your work
ASSESSMENT CRITERIA
• Knowledge of relevant literature that would permit an understanding of affective marketing mix solutions. This will take the form of strategies and tactical plans that are supported by a sound information base.
• Depth of research and analysis skills that consistently draw on taught theory, models and strategy. • The ability to identify creative marketing skills and knowledge in a practical and applied situation.
The work should demonstrate intellectual originality and imagination. Academic skills appropriate to level five studies. This will include grammar, layout and referencing.
READING REQUIREMENT
Your work must be fully supported with references (cited in the Harvard style)
You must use all of the following:
• Kotler, P. Keller, K. Goodman, M, Brady, M. Hansen, T. (2019) Marketing Management. 4th European Edition (4th edition), Pearson.
• Chaffey, D. Ellis- Chadwick, F. (2019) Digital Marketing, Strategy, Implementation and Practice (7th edition), Pearson
• Andrews, J. Shimp, T. (2017) Advertising, Promotion, and other Aspects of Integrated Marketing Communications (10th edition), South West
• At least three other academic sources (e.g. publications/ journals)
