Description of the Assessment

Students should write a 2,500 word report, which focuses on the marketing process in the company which they had chosen for their presentation. It should explain and demonstrate the marketing process through its application by the selected company. The report should • Apply material from the text book and lectures. • Choose one aspect of the macro environment which is fundamental to the marketing of the company, explain what this is and show the marketing response of the company. • Show how the company uses market research to understand consumer behaviour
MG5608 Marketing Principles Assignment/Coursework Brief for 2019/20 (Report)


Approved BBS Coursework Brief Template 2019/20 2 of 4

Brunel Business School
• Demonstrate how the company segments, targets and positions its products/services in the British market. In relation to position, it should show the main benefits (functional, emotional, self-expressive, moral) that the company provides and show how it positions itself relative to its competitors using a perceptual map. • Based on its position the report should demonstrate how the company brands itself and its products by focusing on Brand Identity. It should use Aaker’s Brand Identity model to do this. • Carefully explain its marketing mix – the 4 Ps – and apply models from the lecture and textbook to demonstrate this in the context of the company. • Illustrate how the company uses digital and social media. • Briefly demonstrate a marketing communication campaign that the company has recently used. The demonstration should show which groups were targeted, how the product/brand was positioned, the main message of the campaign and the communication tools and channels that were used and the stages of the campaign, following the buyer readiness/hierarchy of affects model. • Provide recommendations for the company • Be written, organized and laid out in an appropriate business report-like structure and format. • Be fully referenced. • Apply material from the text book and lectures. • Use at least six academic articles. • Use marketing models, theory and examples throughout. • Be analytical. • Thoroughly research the company using numerous resources including Mintel and other data bases.