Essentials of marketing
The submission must be in report format, i.e. using headings, subheadings, diagrams, tables, models, frameworks, narrative and bullet-points and
references. The word count ONLY EXCLUDES the cover sheet, title page (not the executive summary), contents page, appendices and reference list.
EVERYTHING else is included in the word count.
choose an individual product or service ITEM (not a line or company) and undertake a critical analysis of the
following:
1. A competitor and consumer behaviour analysis (20%)
2. Marketing mix analysis (45%)
3. Segmentation, targeting and positioning analysis (35%)
The product or service item must be available for sale in 2020/2021, and the most up to date sources and references as possible used to form the
analysis.
When choosing the product or service item, students must:
Choose one country in which to base their analysis
Ensure the product or service item is currently for sale in the chosen country
Ensure there is sufficient supporting evidence available in the public domain to undertake the required analysis
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