8002MMGT-Marketing Management

1.Assessment background 

n this subject, you will be required to complete two separate but interconnected assignments in which you will:

i. Interim assessment: Analyse the market situation related to an identified product/service/experience of an organisation (brand) with which you are familiar. Analyse and segment the market and recommend a target market providing a rationale for your selected target market. (interim assignment).

ii. Capstone assessment: Describe the identified single target market (by way of developing a persona) and make recommendations based on your understanding of the target market. The recommendations will be in the form of developing an overarching strategy and aligning that strategy with a tactical plan using the 7ps of the marketing mix for that product/service/experience ensuring that the marketing mix aligns with the strategy and the customer persona (target market). (capstone assignment) 

2. Interim assessment (Market Analysis)

Brief

In the interim assignment report, you are required to identify an organisation and focus on just one branded product/service/experience.

Start by providing adequate context of the selected organisation (brand).

Then, based on various theories of marketing management as discussed in Topics 1-6 of the learning materials:

i.Analyse the current market situation, including trends impacting on the brand (organisation) and product/service/experience and relevant stakeholders, collaborators and/or competitors;

ii.Select the most relevant way to segment the market; justify it and,

iii.Provide justified recommendations for the selected target market.

3. Capstone assessment (Strategic and Tactical Plan)

Using the same branded product/service/experience in the interim assignment:

1. Describe the customer persona in detail, which details the selected target market from your interim assignment; and provide a justification for your target market; and 

2. Provide a justified overarching strategy with marketing mix recommendations utilising all 7 Ps. The strategy and tactics should consider the selected target market at the centre of all your strategy and tactical plans. Include where necessary ethical considerations, particularly when proposing recommendations for communication strategies