Subject Code & Title : IY413 Marketing In The Operational Context
Assessment weighting: 30%
Assignment Type : Case Study Report
Expected word count: You are expected to write 1500 words for the report (+/-10% allowed) following the structure above.
Assessment Instructions :
What do you need to do for this assessment?
Using a company from the list below, conduct a performance analysis of this company focusing on its performance objectives, consumer choice and any major macro-environmental challenges it is facing.
IY413 Marketing In The Operational Context Assignment – Kaplan International Pathways UK.

Structure:
Your report should include the following sections and, where appropriate, refer to appropriate theories.

1.Introduction

2.Performance Objectives:
Describe how the company’s performance objectives are being addressed.

3.Customer Analysis:

• Identify the consumer group(s).
• Identify the consumers’ choice criteria.
• Explain the consumers’ purchasing process

4.Marketing Environmental Trend Analysis:

1.Identify any key challenges and changes facing the company using the PESTLE framework.

2. A SWOT analysis highlighting key issues and opportunities for change using the results of the PESTLE and customer analyses.

3.Focus on the application of PESTLE framework (no need to explain the framework itself in detail).

5.Recommendations on Marketing Strategy
1.Recommendations on how to approach the marketing strategy in light of your analysis (performance objectives and macro- analysis).

6.Conclusion
1.Summarise briefly the main conclusions of this report.

Theory and/or task resources required for the assessment:

1.Theme 1 – Introduction to marketing and operations management
2. Theme 2 – Performance objectives
3.Theme 3 – Marketing segmentation and targeting
4.Theme 4 – Market positioning
5.Theme 5 – Micro environment
6.Theme 6 – Macro environment
7.Theme 7 – Value & competitive analysis
8.Theme 8 – Competitive advantage and strategy

Referencing style:
You should refer to a minimum of 5 relevant sources for your report. Minimum 2 sources should be printed texts.
Please refer to your module handbook for a list of useful resources. You must include a Harvard style reference list at the end of your report. A full bibliography is NOT required.

IY413 Marketing In The Operational Context Assignment – Kaplan International Pathways UK.

Learning Outcomes Assessed:

• Explain the market process, market exchange function and the importance of marketing as a core cross- functional activity – including events management. 
• Distinguish between the process choices available to a business and identify how the process choice develops into an operations philosophy which delivers value to its customers. 
• Identify how changes in the business environment will impact on the operations philosophy and marketing mix of a business
• Apply event management concepts/theories, including issues of sustainability, ethics and decision-making.

How will this assessment be marked?
Task Achievement
 All task requirements are fulfilled comprehensively and to a high standard
 In-depth and clear explanation of all key concepts relevant to the task
 Comprehensive knowledge and clear understanding of all relevant topics is conveyed throughout the report

Analysis and evaluation
 Relevant tools and theories are applied effectively in relation to performance objectives
 Detailed and insightful analysis of challenges and changes and their impact on operations and performance objectives
 Effective application of relevant theories and concepts to the analysis of stakeholders’ needs; appropriate
ideas suggested for resolving different demands
 Informed and considered analysis of performance objectives and marketing environmental trends
 Recommendations for marketing strategy and conclusions are appropriate and thoroughly thought-out.

Support:
 Selected sources are consistently appropriate and relevant
 Sources are skilfully used throughout to illustrate how ideas and judgements are grounded in research,theory and/or data
 Report demonstrates thorough and focussed research

IY413 Marketing In The Operational Context Assignment – Kaplan International Pathways UK.

Academic skills and communication
 Ideas are organised logically and connected effectively throughout so that the report is coherent and easy for the reader to follow
 Subject-specific language is used accurately throughout
 The writer’s message is clearly communicated throughout
 Register and style of written language is entirely appropriate for a text of this genre
 Sources are cited accurately throughout
 Reference list is accurately formatted and complete

You will receive a % mark in each of these categories. The overall mark will be a percentage

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