Marketing Management 883N1

Assessment 1
Group Project Assignment
AUTUMN 2015

The Group Project Assignment accounts for 30% of your total marks for Marketing Management. The assignment will require you to work as a team and use your research skills.
As a group (4/5 students per group) select a company of your choice. A list of approved companies is on Sussex Direct. You may select a company not on the approved list – but it must be a company listed in the United Kingdom. Each group must obtain written approval for their choice from their tutor. A master list will be kept of all groups and their choices. We would like to avoid students researching the same company.
INTRODUCTION
The marketing audit is the starting point of the strategic marketing process. It is through the audit that the strategist identifies the environmental opportunities and threats and the organisations marketing capability. It provides the basis for setting objectives, developing strategy and planning the marketing mix together with operational plans.

TASKS:
1. Prepare a marketing audit for your chosen company. This should include both an:-

a. external audit covering the environment including markets and competitors.
b. internal audit covering objectives, strategies and the marketing activities of the organisation.

2. Critically analyse the company’s marketing activities. This will include examining the marketing mix, innovation, product portfolio etc as appropriate.
3. Evaluate the current marketing strategy. Is the current strategy appropriate for the environment?

4. Briefly outline and justify any recommended changes to marketing strategy or activities
Guidelines for completion

1. Suggested work count 3000 words (plus or minus 10%)
2. Report format

3. Provide a contents list at the beginning of the project

4. Try to analyse and evaluate – avoid using just description

5. The ‘Harvard’ referencing system should be adopted – remember to reference in text as well as references list or bibliography.

6. A range of sources should be used – not just on-line sources. Provide a good range of books, journals, as well as internet sources. Remember to think about reliability and validity of the sources

7. Keep to the terms of the project and do not introduce irrelevant material
8. Make use of tables or graphs to present key relevant data – these may be placed in the appendices – but must be referred to in the report.
9. Ensure the project is completed on time and you have the required word count (plus or minus 10%)

883N1 Marketing Management
Group Project

Student’s ID(s):
Tutor’s Name:
Categories and Criteria

Structure/Logic/Presentation (15%)
Uses appropriate introduction/background
Uses clear and logical structure
Uses relevant appendices which are linked to the report
Referencing is appropriate

Research (25%)

Research is effective and makes use of range of appropriate sources
Application of appropriate models, concepts, marketing tools and frameworks

Analysis & Evaluation (40%)
Marketing environments are evaluated and key influences identified
Critically analyses the company marketing activities including marketing mix and marketing communications mix
Identifies indicators of success or failure – whether financial or non-financial
Critically evaluates the strategy /strategies pursued
Conclusions and recommendations (20%)
Recommendations for marketing plans are described, justified and defended
Strategies/marketing activities are described, justified and defended
Communicates overall conclusions and recommendations which are JUSTIFIED AND BASED ON EVIDENCE
Identifies key strategic priorities for the future

80% or over 70% to 79% 60% to 69% 50% to 59% 40% to 49% 30% to 39% 29% or less
Marking
Scheme: % 0
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0
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0 Truly Exceptional Excellent Comprehensively Generally Fail Poor Weak
/Outstanding Good Go