Assessment One (Individual)
The first assessment is individually prepared and submitted. You will be asked to launch a product or service of your choice onto the UK market, or onto your home country market, or a market of your choice. You will be expected to undertake a critical analysis of the marketing environment in which you plan to launch your product or service. You are expected to analyse
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MARKETING STRATEGY FOR BUSINESS LEADERS
the internal capabilities of the organisation launching your product and the external environment.
• Assessment Two (Group)
In groups of five, you are expected to construct a marketing plan which sets out objectives and explains the strategy you will pursue for your chosen new product/service launch. You should explain your target market and analyse and apply the relevant elements of the marketing / services mix (e. g., Your ideas concerning the product/brand; justification of pricing strategy; justification of your choice of distribution channels; explanation and justification of your choice of marketing communications; etc). You should also consider how sustainability issues might be addressed, and include ways in which you intend to measure and control outcomes.
We also encourage putting forward proposals and discuss ideas/challenges during sessions to create formative feedback opportunities. We look forward to working with you all, and wish you every success on our module.
2. Learning outcomes
After studying this module, you should be able to:
LO1. Evaluate the role and function of marketing within both “for-profit” and “not-for-profit” organisations.
LO2. Analyse internal and external marketing problems within macro and micro-organisational environments.
LO3. Apply relevant and appropriate marketing theory and frameworks to a range of business contexts.
LO4. Collaboratively curate appropriate marketing strategies to support marketing decision-making.
LO5. Generate and present solutions to marketing problems using problem solving and decision-making skills.
