Critically appraise key marketing activities and the contribution of the marketing department to the organisation.
Analyse and critically appraise marketing management with a view to adding value.
Your chosen organisation:
You may base your project on an organisation with which you are familiar or have encountered during the course of the module by either examining a case study; listening to a guest speaker representing an organisation or by visiting an organisation. Y
[Note] Regardless of the organisation on which you base your assignment it will be experiencing many challenges by operating in a crowded and competitive marketplace. Such challenges include: globalisation
and a changing business environment; the continual rise of digitalisation; increasing brand awareness and competitiveness; managing reputation; information management; rising expectations of customers etc. No organisation is immune from these challenges, but seemingly, those organisations which survive and indeed, prosper have effective and efficient marketing systems and processes in place together with a differentiated value proposition and marketing strategies which are key for achieving sustainable competitive advantage.
It has recently been recognised that ‘to maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more important issue: the customer’s end-to-end journey,’ (Neher et al, March 2016). With this quotation in mind and following on from your presentation, you have been tasked with critically appraising how your chosen organisation can create innovative marketing strategies for raising awareness of the brand as well as managing and evaluating the customer journey across a variety of communication channels to ensure current and future stakeholders’ expectations are fulfilled. Support practical examples with appropriate theory.