As part of the formal assessment for the Master of Business Administration you are required to submit
a Marketing Management assignment. Please refer to your Student Handbook for full details of the
programme assessment scheme and general information on preparing and submitting assignments.
Aim
The aim of this assignment is to assess whether the learning outcomes of the module have been met.
Learning Outcomes for the Marketing Management Module:
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On successful completion of this module the student will be expected to be able to:
1. Critically evaluate and analyse the resources available to a marketer and establish how
different environments influence the resources mix;
2. Explain and evaluate how insight into buyer behaviour can enhance the effective use of
marketing resources;
3. Critically evaluate the role recent marketing developments, such as relationship marketing, ebusiness
and sustainability marketing, play in an organisation’s evolution.
4. Develop and implement marketing plans for a product or service and critically reflect on the
appropriateness of these.
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Assignment Task
Task
In your role as a Marketing Consultant, you have been asked by Wiggo*: a fictitious European
supermarket (food retailer) chain (similar to Aldi and Lidl) to research and report on the feasibility of
them launching in a new international market (this can be a country or economic zone of your choice
and/or one you are familiar with).
*Please note Wiggo is a fictitious company and no use will be served by searching for them on the
Internet.
Instructions
Develop a Marketing Feasibility Report to address the needs of this task. It should be structured as
follows:
1) Front cover and contents page.
2) Executive summary (this should be a concise, approximately one-page summary of the report.
It is not an introduction or terms of reference section).
3) Situational analysis (this should refer to the country/economic zone you have selected).
4) Marketing objectives (using the SMART format).
5) Marketing plan (strategy and tactical details). To include: segmentation, targeting and
positioning analysis; marketing mix analysis.
6) Marketing budget.
7) Conclusions, recommendations and summary.
8) Appendices. To include biography, references and any other relevant material.
9) PowerPoint presentation of your report. This should take the form of an imagined face-to-face
‘pitch’ to the client to support and promote your bid for this consulting contract. A maximum
number of 10 slides for a 10 minute presentation. This should be inserted into the appendices
section of your report as follows: once you have prepared your PPT go to the ‘File’ menu , click
‘Save as Pictures…’, this will save each slide as a separate JPEG or TIFF file. These can then
be copy and pasted into the report. Nb this PPT must be pasted into the appendices and not
as a separate file.
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Students should take account of the marks for each section and the marking criteria when writing their
marketing plan.
Word Limit
4000 words (maximum) excluding the title and contents pages, and any footnotes, bibliography and
appendices.
Penalties will apply to any assignment which exceeds the word limit by more than 10%. (See ‘Word
Count Policy’ in My Resources).
Assignments submitted late will be marked as a 0% fail, unless you have withdrawn your intent to
submit for this module in advance of the deadline.
Your assessment should be submitted as a single word or pdf file. For more information please see
the “Guide to Submitting an Assignment” document available on the module page on ilearn.
You must ensure that the submitted assignment is all your own work and that all sources used are
correctly attributed. Penalties apply to assignments that show evidence of academic unfair practice.
(See ‘Dealing with Plagiarism’ in the Study Skills Guide in My Resources).
You must use the Harvard referencing method in your assignment. (See ‘Referencing Guide’ in the
Study Skills Guide in My Resources).
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