Produce a marketing audit that would support a marketing plan for a company of choice in one of the sectors. A literature review of the concepts of Segmentation, Targeting, and Po

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AMITY GLOBAL INSTITUTE

Marketing Management Post Graduate Diploma in Management

Year: 2022/2023 08 Pages

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Introduction to the Module

Marketing Management is an essential management & leadership competence to guide senior management in today's increasingly dynamic & complex environment. The marketing management module will equip senior and aspiring senior managers with the skills to help shape organisational success. A cornerstone of this is the value of leadership and planning of marketing activity. Marketing Management is a critical organizational mechanism for creating & sustaining superior performance in the marketplace. The module will centre around two central tenets of marketing strategy formulation: (1) Focus on the customer (2) The creation of competitive differentiation and competitive advantage. Moreover, the module will give participants a strategic perspective of marketing management with respect to the analysis, planning, implementation and control of marketing activities.

LEARNING OUTCOMES

On successful completion of the module, participants will be able to: Knowledge and Understanding a) Justify, using robust practical and theoretical evidence, the application of marketing across a

variety of orgainisational contexts. b) Apply a range of analytical models and conceptual tools and techniques in the marketing

decision process, in particular with respect to environmental analysis, marketing planning and control to produce superior marketplace performance.

c) Critically select and apply relevant marketing theories, conceptual models and frameworks in the development of marketing strategies within a dynamic business environment.

d) Demonstrate knowledge applied to evaluate marketing practice in relation to the cross- functional aspects of business & management with the goal of enhancing long-term shareholder value or other measures of success.

Subject Specific skills e) Synthesise complex organisational based information, together with dynamic external data into

effective marketing lead planning strategies. f) Create an implementation plan, by which the marketplace strategy may be made effective. Key Skills g) Demonstrate an ability to work effectively in a leadership role in order to carry out marketing

tasks linking theory to practice. h) Make discriminating use of a range of learning resources in order to solve organisational

marketing related problems. i) Communicate the solutions arrived at, and the thinking underlying them, in verbal and written

form.

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1. Assessment

The assessment for this module consists of two forms of assessment. Submission dates are as indicated.

Part Type of assessment

Word limit Mark Submission method Submission dates

1 Written Assignment– 1 Marketing audit

1600words 40% Online submission: [email protected]

NO LATER THAN: 1 August 2022

2 Written Assignment– 2 STP analysis

2400words 60% Online submission: [email protected]

NO LATER THAN: 5th September 2022

Written Assignment 1 and 2

Assignment Questions Mark

Learning Outcome

1.You are to produce a marketing audit that would support a marketing plan for a company of your choice in one of the sectors: mobile network providers, fashion clothing, automotive or charity and should focus on the country where you are based. Make sure it contain the following analysis: macro, micro and internal analysis.1 page TOWs matric and key challenges summary

40

a,b,c,d

2a. Write a literature review of the concepts of Segmentation, Targeting, and Positioning, as well as STP as a tool.

20

c,e,f,g

2b. Apply these concepts to an industry of your choice. How should a company make their STP choices? Specifically explain the process and decision making factors for a general company in that industry.

20

2c. Describe/analyse a series of decisions that a typical company might make as a part of their STP analysis. Do not do a full STP analysis of your company. You should write about how the decisions are made, not what the decisions are.

20

TOTAL MARKS 100%

All coursework assignments and other forms of assessment must be submitted by the published

deadline which is detailed above. It is your responsibility to know when work is due to be submitted

– ignorance of the deadline date will not be accepted as a reason for late or non-submission.

You are requested to keep a copy of your work

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2.0 Additional Information 2.1 Grading Scheme

Amity Global Institute uses the following grading scheme for its courses.

Grade Range of marks

Distinction 70%+

Merit 60% – 69%

Pass 40% – 59%

Fail 0% – 39%

Note: In case of multiple assessment types, the students’ marks (Grade/ Classification) will be decided according to the aggregate weight age of the assessment types. 2.2 Progression criteria Amity Global Institute courses are modular and there are no pre-requisite modules. Hence the concept of ‘progression’ to the next level does not apply to the Amity Global Institute courses. Students who have failed a module may choose to re-take the module. Hence, a progression criterion at Amity Global Institute is student progression to the next level of the programme or to the next educational level. 2.3 Award criteria When the students have completed all the sufficient modules and amassed enough credits, they graduate. All assessments are held every semester, and a student if fails can retake the assessment without any difficulty or time lag. 2.4 Appeal Procedure

• Students who have not passed their modules may submit an appeal for review of results using AGI- SS-FRM-020 Results Appeal Form through the Student Support Officer giving their reasons.

• This appeal must be submitted within 1 week of the release of exam results.

• The Student Support Officer passes the Appeal Form to the Principal, who obtains the response from the teacher/marker on the merit of the appeal.

• Principal then submits the appeals with the teacher’s response to the Examination Board for decision.

• The Principal communicates the decisions of the Exam Board to the students of the outcome of their appeal and the same is updated in the results in the Examination Register and the student is issued with the revised Results Notification Letter. (subject to any changes in the results)

• Amity Global Institute works within the following timelines for processing and release of the final exam results and appeal results.

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a) Release of final exam results – within 4 weeks after completion of the final paper of the examination

b) Release of appeal results – within 4 weeks from the official date of release of the exam results (or 3 weeks from the close of the appeal period)

• Amity Global Institute returns the examination scripts / assignments to students after 4 weeks or more from the official date of release of the examination results.

• A student whose appeal is unsuccessful may apply to Amity Global Institute to take a re-test (also referred as re-sit) with payment of a re-test fee. This application must be submitted within 1 week of the release of the appeal results. If the student fails the re-test, he must either repeat the module in order to accumulate the required number of passed modules for graduation.

• A student who chooses not to appeal may apply to Amity Global Institute to take a re-test, with payment of a re-test fee, within 1 week of the release of the exam results.

2.5 Assessment Offences

As an academic community, we recognise that the principles of truth, honesty and mutual respect are central to the pursuit of knowledge. Behaviour that undermines those principles weakens the community, both individually and collectively, and diminishes our values. We are committed to ensuring that every student and member of staff is made aware of the responsibilities s/he bears in maintaining the highest standards of academic integrity and how those standards are protected. You are reminded that any work that you submit must be your own. When you are preparing your work for submission, it is important that you understand the various academic conventions that you are expected to follow in order to make sure that you do not leave yourself open to accusations of plagiarism (e.g. the correct use of referencing, citations, footnotes etc.) and that your work maintains its academic integrity. Definitions of Assessment Offences Plagiarism Plagiarism is theft and occurs when you present someone else’s work, words, images, ideas, opinions or discoveries, whether published or not, as your own. It is also when you take the artwork, images or computer-generated work of others, without properly acknowledging where this is from or you do this without their permission. You can commit plagiarism in examinations, but it is most likely to happen in coursework, assignments, portfolios, essays, dissertations and so on. Examples of plagiarism include:

• directly copying from written work, physical work, performances, recorded work or images, without saying where this is from;

• using information from the internet or electronic media (such as DVDs and CDs) which belongs to someone else, and presenting it as your own;

• rewording someone else’s work, without referencing them; and

• handing in something for assessment which has been produced by another student or person. It is important that you do not plagiarise – intentionally or unintentionally – because the work of others and their ideas are their own. There are benefits to producing original ideas in terms of

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awards, prizes, qualifications, reputation and so on. To use someone else’s work, words, images, ideas or discoveries is a form of theft. Collusion Collusion is similar to plagiarism as it is an attempt to present another’s work as your own. In plagiarism the original owner of the work is not aware you are using it, in collusion two or more people may be involved in trying to produce one piece of work to benefit one individual, or plagiarising another person’s work. Examples of collusion include:

• agreeing with others to cheat;

• getting someone else to produce part or all of your work;

• copying the work of another person (with their permission);

• submitting work from essay banks;

• paying someone to produce work for you; and

• allowing another student to copy your own work. Many parts of academic life need students to work together. Working as a team, as directed by your tutor, and producing group work is not collusion. Collusion only happens if you produce joint work to benefit of one or more person and try to deceive another (for example the assessor). Cheating Cheating is when someone aims to get unfair advantage over others. Examples of cheating include:

• taking unauthorised material into the examination room;

• inventing results (including experiments, research, interviews and observations);

• handing your own previously graded work back in;

• getting an examination paper before it is released;

• behaving in a way that means other students perform poorly;

• pretending to be another student; and

• trying to bribe members of staff or examiners. Help to Avoid Assessment Offences Most of our students are honest and want to avoid committing assessment offences. We have a variety of resources, advice and guidance available to help make sure you can develop good academic skills. We will make sure that we make available consistent statements about what we expect. You will be able to do tutorials on being honest in your work from the library and other support services and faculties, and you will be able to test your written work for plagiarism using ‘Turnitin®UK’ (a software package that detects plagiarism). You can get advice on how to use honestly the work of others in your own work from your lecturer and personal tutor.

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If you are not sure whether the way you are working meets our requirements, you should talk to your personal tutor, module tutor or other member of academic staff. They will be able to help you and tell you about other resources which will help you develop your academic skills. Procedures for assessment offences An assessment offence is the general term used to define cases where a student has tried to get unfair academic advantage in an assessment for himself or herself or another student. We will fully investigate all cases of suspected assessment offences. If we prove that you have committed an assessment offence, an appropriate penalty will be imposed which, for the most serious offences, includes expulsion from Amity Global Institute.

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Appendix 1. Re-Assessment Information

THIS INFORMATION ONLY APPLIES TO STUDENTS WHO ARE

UNSUCCESSFUL IN THEIR FIRST ATTEMPT

DRAFT VERSION – AWAITING EXAMINATION BOARD APPROVAL

Assessment will be confirmed before the re-assessment period

The assessment for this module consists of two forms of assessment. Submission dates are as indicated.

Part Type of assessment

Word or time limit

Mark Submission method Submission dates

1 Written Assignment –1

2000 words

40% Soft copy send to [email protected]

TBA

2 Written Assignment – 2

3000 words

60% Softcopy send to [email protected]

TBA