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<\/a><\/p>\nLearning Outcomes<\/p>\n
a) Outline and implement the marketing research
\nprocess and identify a range of methods of
\nacquiring, using and storing data
\nb) Critically evaluate the relation of marketing
\nprocess with the resources of an organisation and
\nclient needs with regards to the creation of value
\nfor the organisation<\/p>\n
Objectives:
\n\uf0b7 To enhance a clear understanding of the importance of marketing in modern business and to
\nand provide a grasp of effective contemporary marketing practices;
\n\uf0b7 Provide a theoretical overview of marketing theory and practical application of innovative
\nmarketing strategies;
\n\uf0b7 Build research methods relating to samples and inferences particularly in relation to market
\nresearch data collection and analysis.
\nHow the assessment fits into the subject\/course:
\nMarketing in the 21st Century has drastically evolved and is a critical component of business
\nadministration. The design of Marketing plans is integral to business organisation and the assessment
\nfor this subject aims to provide students with group and individual work to apply effective marketing
\nstrategies.
\nLinkages between Assessments 1 and 2:
\nAssessment 1 requires students to create a case study and review marketing plans. Assessment 2
\nrequires students to devise a marketing plan of products or services offered by their own
\norganisation and to consider how the marketing plan will add value to their organisation.<\/p>\n
Instructions:
\nAs a research task students will create a case study of a social enterprise and evaluate its marketing
\nplan. Students will work in pairs or groups of three to explore how the social enterprise developed its
\nmarket and engaged market appeal.<\/p>\n
The development of the case study must incorporate the following elements:
\n\uf0b7 Identify and analyse the market for a particular service of product;
\n\uf0b7 Explain and justify how the social enterprise was developed and for what market.
\n\uf0b7 Analyse the importance of creativity and initiative undertaken to develop a competitive
\nsocial enterprise;
\n\uf0b7 Critically assess and evaluate the Marketing Plan;
\n\uf0b7 Evaluate impacts such as financial, social and political issue which may impact on marketing
\nplan;
\n\uf0b7 Demonstrate commercial awareness of product\/service provision
\n\uf0b7 Identify and compare relevant market trends and analyse the implications of market and
\nenvironmental trends
\n\uf0b7 Apply the 4 P\u2019s strategies and explain feasibility ensuring consistency with analysis of the
\nmarket as well as providing recommendation for strategy
\nOutput\/Deliverable and parameters of the Assessment
\nOne submission of a case study and review of a marketing plan consisting of 3000-4000 words.
\nStudents may incorporate a range of mediums and formats in the case study e.g. Electronic tools and
\nmulti-media, etc.<\/p>\n
RESOURCES TO BE PROVIDED:
\n\uf0b7 An electronic library and reading guide is provided to all students including a range of etextbooks
\nand journals available through online journal databases including EBSCO.
\n\uf0b7 Access to examples of case studies.
\nCriteria
\n\uf0b7 Identification and Analysis of Market
\n\uf0b7 Application of knowledge to practise
\n\uf0b7 Knowledge and skills demonstrating creativity and initiative
\n\uf0b7 Assessment of Marketing Plan
\n\uf0b7 Team Work skills
\nLearning Outcomes
\n\uf0b7 Outline and implement the marketing research process and identify a range of methods of
\nacquiring, using and storing data.
\n\uf0b7 Critically evaluate the relationship of marketing process with the resources of an
\norganisation and client needs with regards to the creation of value for the organisation.<\/p>\n
<\/p>\n
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