L1. Understand the essential features of the marketing concept and the impact of the external environment upon marketing decisions.
L2. Demonstrate an awareness of how market segmentation and marketing research can influence marketing decisions.
L3. Demonstrate an awareness of how the marketing mix is applied across a wide range of organizations and industries
For this assessment the student must showcase knowledge of marketing fundamentals as well as analytical skills to perform a market analysis, which includes data collection, market volume assessment, segmentation, competition analysis and other types of analysis covered by the module. The assessment asks to analyse a particular market as defined by the Tutor and announced in class (see Appendix 4 for possible market formulations). The form of the portfolio is a text document (PDF), which follows the following content structure:
Market volume calculation
Defining segments, comparing them
Choosing segment/segments for targeting
Defining main players of the market
Classifying and rating competitors
Dissecting a market strategy of a chosen market player