MK0388 Marketing Management and Strategy: Individual Assignment Appendix 6 Please take note the submission requirements stated below: Notes 1. The work should be written in role and presented in report format. 2. It should comply with the word limit, be in font 11 with line and a half spacing. 3. All tasks must be addressed and demonstrate use of theoretical concepts and relevant examples. 4. All research should be obtained via secondary sources only. Companies should not be contacted directly. 5. Whilst it is acknowledged it would be unusual to incorporate academic citations in a business report, for the purpose of this work academic sources and references should be used to illustrate your additional reading and awareness of the topics and will be considered in the overall assessment as indicative of productive independent learning across the module. 6. Referencing should conform to Business School specifications. 7. This is an individual assignment and no longer a group effort – beware of collusion. 8. Assignments submitted after the deadline will be marked as late and carry a mark of zero as per University Policy. 9. The Turnitin plagiarism detection facility will be made available on the module Blackboard site for students to use to check their work. Students are not required to submit a Turnitin report. Student Name Student ID Peer Eval/5 Mark /100 Assessor: Internal moderator: Key: E Excellent G Good S Satisfactory P Poor W Weak Task 1: 20 marks800 words Mark Brief recap/summary of new product proposed by the group (no marks: You need to cover: - A brief description of the brand: e.g. brand name, target customers, features of the product, benefits offered etc. - What did the NPD team suggest as the new product ideas during the presentation? e.g. recap the content in Presentation 1 E G S P W Amendments: Logical, appropriate, justified You need to cover: - What should have been suggested during the presentation but your team did not do so? Why? (Note: In other words, you need to highlight how the product ideas could have been improved) e.g. You need to make some suggestions how the new product idea can be improved. You may suggest the change of product features, functions etc. Justify why you have made the suggestion (e.g. better understanding of customer needs? More cost effective?) Lecture 3 and 4 New product development slide 3 – 7; 40; 46 E G S P W Product Strategies: support amendments, justified, appropriate metrics Lecture 5 slide 12 17 20 21 22 23; Lecture 6 slide 5; Lecture 7 4 8 14 E G S P W Pricing Strategies: support amendments, justified, appropriate metrics Lecture 12 slide 5 -14; Lecture 13 slide 10 + Metric Lecture 21 & 22 slide 10 - 46 E G S P W Promotion Strategies: support amendments; justified; appropriate metrics Lecture 15 slide 26 + Metric Lecture 21 & 22 slide 10 - 46 E G S P W Place Strategies: support amendments, justified, appropriate metrics Lecture 15 slide 15-24 + Metric Lecture 21 & 22 slide 10 – 46 Lecture 16 slide 7 (new form of retailing) E G S P W Awareness, links between 4Ps; relevance; point of difference; reference to npd process: Comments E G S P W Task 2: 30 marks1,200 words Mark Review of literature relating to SD-Logic; review the relevance of the extended marketing mix: T2 Lecture 11 15 – 19 E G S P W People: Strategies: support amendments, justified, appropriate metrics T2 Lecture 16 17 - 18 and 31 -33 E G S P W Process: Strategies: support amendments, justified, appropriate metrics T2 Lecture 16 25 - 26 + Metric Lecture 21 & 22 slide 10 - 46 E G S P W Physical Evidence: Strategies: support amendments; justified; appropriate metrics T2 Lecture 16 25 - 26 T2 Lecture 15 27 store image/ customer services strategy + Metric Lecture 21 & 22 slide 10 - 46 E G S P W Services marketing literature/theory/issues reviewed, related to the proposal and the extended mmix T2 Lecture 11 4 – 19; E G S P W Relationship marketing literature/theory/issues reviewed, related to the proposal & the extended mmix T2 Lecture 9&10 5 -11; 33-40 T2 Lecture 16 31 -33 E G S P W Internal marketing literature/theory/issues reviewed, related to the proposal and the extended mmix T2 Lecture 4 – 19; T2 Lecture 17 5 - 19 E G S P W Social/ethical marketing lit/theory/issues reviewed, related to the proposal and the extended mmix T2 Lecture 20 4 - 24 E G S P W Relevance, benefits and value added perspective E G S P W Rationale and synergy between strategies and appropriate metrics Appropriate Metrics You need to cover: - Identify the assessment and evaluation methods (marketing metrics). - Analyse the chosen methods and conclude with your judgement with reference to the new product. - Show how the metric can be used to control and evaluate the marketing strategy that you propose for the new product. Reading: Lecture 21 and 22 Marketing metrics slide 5 - 34 E G S P W Links with Task 1 Awareness, links between 3Ps; relevance; point of difference; reference to npd process: Comments E G S P W Page 1/2 Student Name: Student ID: Task 3: 20 marks800 words Mark Customer engagement issues and relevance to the new product/service: T2 Lecture 9&10 5 -11; 33-40 T3 Lecture 16 slide 7 new form of retailing T3 Lecture 16 slide 17 - 18 strategies for attracting and satisfying customers; retaining the customer T3 Lecture 16 31 – 33 value, benefit, cost, convenience E G S P W Interpretation of touch points in relation to customer engagement issues and the new product/service T3 Lecture 11 15 – 20 service dominant logic T3 Lecture 14 13 – 14 technology and sales force T3 Lecture 15 20 – 26 retail mix strategy T3 Lecture 15 27 store image/ customer services strategy T3 Lecture 16 7 new form of retailing E G S P W Relevant Strategies and issues from Tasks 1&2 to optimise CE/TPs, justified, appropriate metrics Appropriate Metrics You need to cover: - Identify the assessment and evaluation methods (marketing metrics). - Analyse the chosen methods and conclude with your judgement with reference to the new product. - Show how the metric can be used to control and evaluate the marketing strategy that you propose for the new product. Reading: Lecture 21 and 22 Marketing metrics slide 5 - 34 E G S P W Proposals for CE & TPs in relation to segmentation, targeting, positioning strategies Lecture 6 slide 7 - 9 E G S P W Appropriate metrics proposed and justified Lecture 21 & 22 slide 10 – 46 + Metric Lecture 21 & 22 slide 10 - 46 E G S P W Relevance of CE and TPs & metrics when launching a new product/service E G S P W Awareness, links with previous tasks; relevance; point of difference; reference to npd process: Comments E G S P W Additional Marks Mark Presentation (10 marks): Presentation: correct format (report); structure; writing style; word limit; professional in style; appropriate and creative use of Appendices if used; proofread. E G S P W Referencing (10 marks) Referencing: broad range of sources; reliability of sources; use of academic journals; use of citations; APA style; References page correctly listed. (10 marks) The following parts were extracted from “Full Assignment Brief p.11” The APA method of referencing uses the author's name and the date of the publication. In-text citations give brief details of the work you are referring to in your text. References are listed at the end of the text in alphabetical order by the author's name. The general format of an electronic journal reference in the APA style is shown below: Coutu, D. (2009).Why Teams Don't Work. Harvard Business Review, 87(5), 98-105. Retrieved 29th April 2012 from EBSCO http://searchebscohost.com Author/s name and initials are listed first, followed by year of publication in brackets. Then there is the title of article and the journal where the article appears, which is in italics. Then state the volume and issue number (in brackets) along with the pages where article can be located. Finally add the date the article was retrieved and then the name of the database, followed by the web address. Wherever possible use the homepage URL rather than the full and extended web address. For further information on why it is important to reference accurately go to the Referencing and Plagiarism topic in Skills Plus available from the Library website: www.northumbria.ac.uk/skillsplus You will find other useful help guides on Skills Plus to help you with the skills involved in writing your assessments and preparing for exams. For further information on the APA style of referencing see the Concise Rules of the APA Style and the APA website http://www.apastyle.org/ E G S P W Academic rigour, critical review, evaluation and application (10 marks) Critical appraisal of the literature and marketing theories relating to the issues under review; demonstration of marketing awareness and the application of marketing theory to practice; appropriate incorporation of the theory into the questions. (10 marks) The following parts were extracted from “Teaching and Learning Plan p.14” A wide range of journals publish articles on both consumer behaviour and marketing communications, so whilst the below is a useful guide it is not meant to be definitive. • Journal of Strategic Marketing • Long Range Planning • European Journal of Marketing • Journal of International Marketing • Journal of Business Research • Journal of Marketing Management • Marketing theory • Marketing Intelligence and Planning • Marketing Review • Journal of customer behaviour ** You may also use the references stated on the last PPT slide of each lecture topic. E G S P W Self-reflection statement: no marks – Comments: The following parts were extracted from “Teaching and Learning Plan p.14” Individual Task: Self-Reflection statement Every student has to submit a reflective statement, maximum one side of A4, reflecting on their experience of working in groups and the learning outcomes which have occurred as a result of the experience. The focus should be on the process rather than the tasks which you undertook, and linked to the learning outcomes, skills and objectives of the assignment. This task is confidential. It should be submitted as an Appendix in your report. It carries no marks weightings but is a compulsory component in the assignment. Notes: Failure to attend/submit any component of this assignment will result in an IC (incomplete) mark for the module assessment on your profile. Overall Comments: