SHR037-6- Marketing Management

Task:

The completion of this assignment requires you to demonstrate the ability to:

Identify and critically evaluate environmental factors that can affect organisational success.

Categorise and analyse the environmental factors at play and consider their impact on the Organisation under consideration.

Undertake a marketing audit of an organisation. Identify and critically assess in a comprehensive fashion the current strengths and weaknesses of the organisation relative to its external environment.

Apply consistently in-depth knowledge and reference relevant marketing management theories/concepts. Generate a variety of ways of tackling a selected problem and identify options that have a chance of success in the organisation under consideration.

Identify quantitative and qualitative “information gaps”, and the relevant sources needed to fill such lacunae. Prepare and use IT to aid efficient searching, evaluation and selection of information, exploring alternative lines of enquiry where appropriate. Present information effectively, including evidence to support your conclusions. 

Identify and critically assess in a comprehensive fashion the current marketing strategies employed by the organisation in its market. Evaluate and synthesise information from different sources, theories and principles, and communicate relevant information effectively, and with accuracy. Put forward relevant and robust strategic recommendations for the organisation.

Critically analyse the effectiveness of your strategy, including factors that had an impact on the outcomes, and identify ways to take the firm/organisation forward, and ways of further developing problem solving skills

Marketing Plan for Oman Air 

The Marketing Plan Task:

When Oman Air launched its new baggage offer for the holy month of Ramadan, on the 28th May, 2017, Oman Air’s Deputy CEO and Executive Vice President - Commercial, Abdulrahman Al Busaidy said: “We are delighted to be introducing this special baggage offer in Ramadan as a way to celebrate the holy month and meet the needs of our valued guests. As an airline, we place great importance on listening to our guests and responding to their opinions as we continue our journey to ‘Become the Best’.

As a Marketing consultant, you have been approached by Oman Air’s Deputy CEO to develop a marketing plan, over a five-year period to help Oman Air achieve its objective of becoming the best.  

To help with the development of your Marketing Plan Task, you have been provided with a case study generated from recent articles on Oman Air. 

Marking Criteria for the Marketing Plan Report

To obtain an A grade you must:

Demonstrate a thorough understanding of the task for the Marketing Plan

Display knowledge of the concepts/theories involved and an ability to apply them effectively.

Provide evidence of further reading, including academic journals.

Demonstrate the ability to select critical aspects of the plan, evaluate them and communicate the conclusions and  strategic recommendations effectively

To obtain a B grade:

Show a clear understanding of the tasks for the Marketing Plan

Display knowledge of most of the concepts/ theories involved and an ability to apply them effectively.

Provide evidence of wider reading.

Demonstrate the ability to select critical aspects of the plan, evaluate them and draw sound conclusions and strategic recommendations.

To obtain a C grade:

Show an adequate understanding of the tasks for the Marketing Plan

Display knowledge of some of the concepts/ theories involved and an ability to apply them.

Provide evidence of some wider reading.

Demonstrate the ability to select key aspects of the plan and provide analysis of these.

To obtain a D grade:

Show some understanding of the tasks for the Marketing Plan

Display knowledge of some of the concepts/ theories involved and an ability to apply them.

Provide evidence of some wider reading.

Demonstrate the ability to select key aspects of the plan and provide analysis of these.

To obtain an E grade:

Made an attempt to complete the tasks of the Marketing plan

Display little knowledge of the concepts/ theories involved.

No evidence of academic reading.

An inability to recognise the key aspects of the plan.