Module: Marketing and Markets in a Digital World
Module Code: PGBM127
Contribution to unit assessment: 100% weighting
Assessment 001: Individual Case Study & Report
Word Count: 4,000 words
LEARNING OUTCOMES:
Upon successful completion of this module, students will have demonstrated:
Knowledge: K1 demonstrate a critical understanding of key marketing concepts & theories and the related academic literature
K2 demonstrate a critical understanding of markets and their different contexts
K3 evaluate and provide an overview of the key drivers of change for markets & marketing in the digital age
Skills: S1 demonstrate the ability to apply critical evaluation and strategic thinking skills
S2 demonstrate the ability to identify, select, analyse, synthesize and interpret credible information whether from academic or the trade press sources
PGBM127 Marketing and Markets in a Digital Age Assignment-Sunderland University UK.
ASSESSMENT BRIEF:
This assignment assesses K1, K2, K3, S1 and S2
For this assessment you will critically examine the following organisation:
Assessment Overview:
You are to research, evaluate the marketing activity undertaken by Print Cakes. In doing so, you will prepare a case study providing an overview of Print Cakes’ current marketing activity and a report evaluating a potential market opportunity and recommending relevant marketing strategy. A key focus of both will be discussion on how marketing activity and the market is influenced by current technology.
Case study 1,500 words – should identify and critically evaluate the following aspects:
• Brief company overview and mission statement.
• Evaluate the core offering, what are the customer ‘’needs and wants, ‘jobs to be done’, and how are these currently satisfied through the provision of the marketing mix.
• Evaluate whether the organisation demonstrates a ‘marketing orientation’
• With reference to the 4.0 and Mar Tech technologies studied on the module critically evaluate to what extent technology influences the company’s marketing approaches and how this links to the delivery of value.
To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report should be supported with referenced evidence from a range of credible academic and practitioner sources.
Individual Business Report:
Executive Summary – short summary – the whole report
• Introduction
Statement of problem or context.
PGBM127 Marketing and Markets in a Digital Age Assignment-Sunderland University UK.
• Main report
• Identify a new opportunity for Print Cakes presented by the external environment.This can be a new product, service enhancement or a technological innovation to enhance the company’s marketing activity (or a combination of these opportunities).
• STP – In response to the above, critically evaluate and make recommendations on the organisation’s approach to STP. Identify a relevant target group and develop a detailed ‘customer persona’. This should be supported with a *primary research interview / interviews or appropriately referenced secondary research.
• Recommendations- With application to the marketing process and customer journey mapping theory, recommend a value driven marketing strategy identifying how the organisation will engage with this customer group. Support this section with a Customer Journey Map.
• Conclusion – short summary of how value is created for the organisation and customer.
To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report should be supported with referenced evidence from a range of credible academic and practitioner sources.
Notes: You must use Print Cakes for both the case study and the report.
*Primary research conducted at the current time should be undertaken online using relevant technology to avoid face to face contact with the participant / participants
To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report should be supported with referenced evidence from a range of credible academic and practitioner sources.
Relevant theory from the module must be applied to develop the analysis and evaluation. Logical conclusions should be drawn.
Assessment Format
Front Page:
• Module Code and Module Title
• Title of Assignment
• Module Leader’s Name
• Your Tutor’s Name
• Your name (Family name underlined / in capital letters)
• Your Student Number
• Date of Submission
Format
Make your assignment easy to read – some guidelines
• Make all general typeface 12pt Arial, Calibri, Tahoma
• You should use line spacing of 1.5
• All pages should be numbered
Please note:
• correct spelling, punctuation and grammar are also expected
• grammar/spell check and proofread your work
Extenuating Circumstances:
If you are affected by any extenuating circumstances and cannot submit your work, for example illness or severe personal difficulties, you must inform your Programme Leader,personal tutor, module leader or module tutor immediately.
Important – ‘Fit To Sit’:
Any student who presents themselves at an examination and takes that examination, or who submits a piece of coursework, or attends and takes part in a presentation, practical session, or any other form of assessment cannot then put in a later request for extenuating circumstances.
They will be deeming themselves ‘Fit to Sit’ if they thereby engage in the assessment and no allowance will be made for any difficulties, they later wish to claim affected their results.
PGBM127 Marketing and Markets in a Digital Age Assignment-Sunderland University UK.
For information or to discuss an issue you are having, please contact the programme leader or personal tutor in the first instance.
Please refer to your programme handbook for the link to University Extenuating Circumstances Policy
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