Identifying an old marketing DNA

identifying an organization which is using old marketing DNA

Instructions/Descriptions

identifying an organization which is using old marketing DNA

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Assessment 2: Presentation 25%TMM (group work)–submission to blackboard one day before presenting in week 22 or in week 23. Presentations- 10-15 minutes

You will deliver a group presentation solution campaign identifying an organisation which successfully incorporates new marketing DNA into its operations. You will build on issues which have been identified through summative assessment 1. You will also highlight the key benefits to the company and identify future marketing opportunities by introducing and discussing their own interpretations of new DNA and their effectiveness for the company.

You’re expected to conduct relevant secondary research.

MKT4A2- Assessment 1- Individual report details

Assessment 1: Report 75% TMM (individual submission) 3,000 words maximum- (10% leeway) Turnitin submission by Friday of week 9, 29th November 2019

Possible layout of a report

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• — Title page (including student’s name and ID)
• — Contents page – ideally you should include as part of this a list of appendices
• — Executive summary, introduction, main body, conclusions, recommendations, references, appendices.

An executive summary is usually written in the present or past tense and should include:

-A statement of/background to problem topic

-Report’s aims

– Key findings summarised

– Key problem solutions summarised

– Key recommendations summarised

Marking Scheme for Lecturers

Assessment 1 – Individual Report on a company using mainly old marketing DNA (traditional marketing tools).

Weighting: 75%

The purpose of this assessment is to assess students’ level of understanding of these key learning outcomes:

Knowledge and understanding:

1- Understand the contribution of marketing in the organisation.

2-Demonstrate a sound knowledge of key concepts and principles in the study of organisations and the environments in which they operate locally and globally.

3-Show knowledge and understanding of elements of organisational management and leadership, finance, marketing, enterprise and innovation within a global context.

Students should then cover the following areas :

Executive summary, Introduction / problem /

aims and objectives of the report

The introduction must state the key purpose, objectives

and aims of the report and explicitly identify the relevant

arguments and areas to be addressed. It should include a brief overview of the chosen business, name, location, history, business performance, etc.

Justify the suitability of the chosen company, a SMALL and INDEPENDENT BUSINESS, NOT PART OF A CHAIN, from any part of the world, which should be using mainly old marketing DNA.

Objectives and Issues – Present specific marketing objectives (for example, to increase brand awareness by 10% by the end of the year or to capture additional 5% market share or increase sales units by 15%. How?

Provide clear background information to set the context of the report and the problem or opportunity for your chosen company. What KPI’s should be put in place and why?

Current Situation – Overview of the market

Market description – In what market is your chosen business competing? Who is the market? What are the trends? What is their market position, sales, etc. and that of their main competitors?

A short analysis of their micro and macro environment – What is happening? What is the potential impact to the business?

Take the basic SWOT analysis one step further to make it actionable.

————————————- ——————————– 15%

Main body, divided into sections or chapters which are clearly labelled. You should conduct primary research with the management and staff of your chosen small business and their customers to find out relevant information to help with their marketing strategy.

Main body, divided into sections or chapters which are clearly labelled

—————————— ———

Technology in Marketing- What use of technology does your chosen business make?

How can you recommend a more innovative integration of technology into business strategy?

In marketing, technology has driven new approaches and techniques, such as developing customer insight, big data, web analytics, CRM, Internet-based Technologies (IBTs), dashboards, search engine optimization, digital and social media marketing. —————————- ———————————————————10%

STP strategy- Develop a plan to help your company to make improvements, to create strong relationships by engaging with stakeholders, deliver value and reach the business and marketing objectives. The Key focus should be on STP.

What is this company’s segmentation, targeting and positioning (STP) strategy, their branding strategy and brand image?

What are the characteristics of the customers who use this company? Segmentation-micro-segmentation?

One-to-one segmentation?

Positioning/branding – What is your business’ branding? How can you help their brand to become more distinctive in the mind of their customers? What did their customer say?

Value proposition – Why would someone buy from you vs. a competitor?

Make relevant recommendations

Include references to academic sources 20%

——————— ————————————————

Marketing Mix- With reference to academic sources review and outline each element of the extended marketing mix. Is the marketing mix still relevant in such a digital era? How is your chosen company using the extended marketing mix?

How can they improve the use of the marketing mix by adopting more new marketing DNA? (More up to date marketing tools)?

Marketing mix- Product/service Strategy – What is the business offering currently, what is the future plan for their product/service?

Pricing – What is their pricing strategy (e.g. economy, luxury) and what improvements can you suggest based on your observation and surveys?

Distribution – What channels are used to move the product through the supply chain? What improvements or new channel opportunities can you recommend?

Marketing Communication Strategy

If appropriate, identify or suggest programs that will be used to generate sales and/or leads for sales teams.

PR – How will they share news, get mentions, reviews, use influencers, etc. and build credibility?

Online and Offline – What types of communication and promotional programs, tools and resources do they need to reach objectives? Look at different communication tools such as advertising, content marketing, sponsorships, events, mobile, digital, social media, etc.

People- HRM

Physical evidence/servicescape and process (service blueprint).

————————————————————————————-25%

Conclusion

You will be assessed on the credibility of your opinions in the light of the organisational context and the implications for management in your conclusions.

You could reflect on some strengths and weaknesses of old and new marketing DNA (marketing tools) and how to incorporate both.

Controls – You could summarise on the metrics/KPI’s you will use to measure results.

————————————————————————————10%

Recommendations

You will be assessed on the feasibility of the recommendations in terms of cost, practicability and acceptability to the organisation and the likely implementation time span.

Make recommendations on how your chosen business could include more new marketing DNA (marketing tools of the 21st century).

Some of your suggestions could include the level of:

Customer centricity- Experience-centric vs. solution-centric

Value proposition and the idea of co-creation of value

Service-oriented vs. technology obsessed

How to be more in tune with modern lifestyles, values, social changes, etc.?

You can summarise your key recommendations and also provide the following:

• A very quick overview of financials / budget (it could include some costs for their marketing related activities).
• A brief action plan or calendar program to help your company implement more aspects of new marketing DNA.

—————————– ——————————————- 10%

• References – only cite texts which you did use, not every text you read during your programme of study
• — Appendices

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General presentation

The study must be clearly structured and well presented.

Quality of report? – structure, executive summary, contents page, use of headings, referencing of appendix, sources of information, number of words (Approx 3,000)

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Use of English? – well written, attention to spelling and grammar

Clearly referenced (Good use of academic sources)?

————————————————————————————-10%

Overall Mark out of 100 =

Tips:

Use headings and a numbering system to give clarity and structure to your report.

When bullet points are used, ensure that you explain them.

——————- —————–

Structure and marking scheme for your group presentation on new marketing DNA (max. 15 mins).

Introduction , contents page or agenda and overall presentation standards 15%

Introducing the business/situation analysis 20%

A critical analysis and evaluation of the marketing activity of your chosen 40%

company and of how effectively they are using new marketing DNA.

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Conclusion and overall presentation 10%

Recommendations 15%

identifying an organization which is using old marketing DNA

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