Introduction to Marketing


Learning Outcome 1
Explain the importance of understanding the marketplace and customers.
Learning Outcome 2
Explain how the various elements of the marketing mix interrelate and
support an organisation’s marketing strategy.
Learning Outcome 3
Differentiate between the various types of marketing processes
Marking Criteria Undergraduate Marking Criteria for this assignment is available at the end
of this document.
Your Task In a world where brand reputations are won and lost with the click of a
mouse and economic problems that originate far from home can disrupt
local buying patterns, monitoring the marketing environment is more
important than ever. You are required to choose one particular organisation
in the industries given below:
– Industrials – Automobiles, Construction, Industrial goods
– Financials – Banks, Insurance, Financial services
– Transport – Airline, Shipping, Rail
– Health – Pharmaceutical, Healthcare
– Retail & Consumer – Food & Beverage, Personal & Household
Goods, Retail, Travel & Leisure
– Energy – Oil & Gas, Utilities
Prepare an analysis of the company’s marketing effort that will include:
1. A brief description of the company and an introduction to its
products/services (20 marks) (LO2 and 3).
2. An analysis of the company’s marketing environment (both microand macro environment) using the Porter’s 5 Forces and PESTLE
frameworks (40 marks) (LO1 and 2)
3. A SWOT (Strengths, Weaknesses, Opportunities and Threats)
analysis, followed by recommendations for improving the current
marketing mix based on the 4 Ps (product/service, price, place,
promotion) (40 marks) (LO1 and 2)
(Total 100 marks)
 The assignment should be based on a specific company. This means,
for example, that if the assignment is based on the food sector, the
work must be focused only on ONE relevant organization of that
 In case the company has more products, choose one of them.
 Draw on textbooks and other academic resources as well as reports
published in the media and by the company.
Guidelines Please read all questions and information provided carefully. Answer should
be made in appropriate length keeping in view the requirement of each
question and total word counts allowed.
In addition, your assignment should demonstrate the following qualities:
A review of relevant literature and its use to support argument,
substantiate calculations and other aspects of the assignment.
Taking ownership of the content, being prepared to debate and argue a
personal position, and providing evidence of evaluative skills. A submission
made up of extracts from published sources that is descriptive is not
acceptable. Your submission must show that you are able to take theory
into practice.
Logical flow of ideas and treatment; appropriate selection of real world
factors related to the companies under scrutiny.
Evidence of additional personal research, and the ability to analyse material
from a variety of appropriate relevant perspectives.
Presentation, structure, appropriateness of methodology, breaking into
section headings/subheadings, tidiness.
Marks will be awarded for proper referencing and originality of work. Also
note that plagiarism is a serious offence and your submission will be
electronically checked.
Your report must be handed in electronically no later than given date of

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