You are to complete a 2500 words case-study type written assignment.
Students are asked to create their own strategic marketing case study. Choose a business which you perceive to have gone through a period of turmoil or a turning point in strategy. Using the theories and tools you feel most relevant, critically analyse the strategic change in the company.
Notes: You can use companies which survived or failed this period of turmoil. You may find the podcast ‘The Brink’ useful for identifying potential cases as well as the other podcasts, websites and videos suggested in the assignment brief video. Think about the theory, topics and frameworks talked about in class and how this had an impact on their strategy.
A copy should be submitted through Turnitin on Blackboard by the deadline.
Individual written assignment
Learning outcomes tested
1. Critically analyse and evaluate a range of strategic marketing concepts, theories and models
2. Distinguish between alternative marketing strategies and critically evaluate their value for individual scenarios
Students will be encouraged to draw extensively from actual organisational and managerial practices, their own experiences and academic material (including books and journal). The assessments are designed to encourage you to combine theoretical debate with empirical knowledge. That is, we want you to have an understanding of the theory, but with an emphasis on how it helps you make sense of the world which you (and so many others) inhabit.
Assessment Criteria for Assignment
Assessment Criteria %
Demonstrates a clear understanding of the theoretical arguments discussed in the module. 60%
Conveys a clear understanding of the role of marketing strategy in business 30%
Clearly and concisely structured 10%
NOTE: Assignment guidelines video link is below.
