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Marketing Management Final Assessment Brief Firstly, you need to choose an organisation whose marketing you will study. • Organisation to use: www.gemseducation.com Next, analyse the target organisation, using all of the concepts covered in this module. You may recall in summary the concepts you use, but do not spend long describing the concept – we need you to apply it to the target organisation. The concepts are: • Marketing Mix (7P’s & 4C’s) • Differentiation and Competitive Advantage • Coping with Commoditisation (+Total Product and Solution offering) • Segmentation • Branding • Managing (especially Service Element) • Experiential Marketing, Customer Relations and Experience Management • Role of Internet in Marketing • Pricing and Cost Structure • Stakeholders, Sustainability, & TBL Remember, we are not looking for a monograph on marketing management, nor for a series of definitions, nor for a summary of the material covered in the module nor even a new marketing strategy for the chosen organisation. Instead, we are looking for an application of the marketing concepts to a particular organisation of your choice. In addition, you need to make recommendations for improvement; these need to be clearly marked at the end of the appropriate section. Overall we shall be marking the application of each of the concepts, references and, finally, the quality as a paper. The paper should be 3,500 words +/- 10%. TEXTS: Required: Sustainable Marketing, by Diane Martin & John Schouten (2012 Pearson). This is our course textbook, which is also available as a Kindle e-book in some countries. Please see the forum on the Sustainable Marketing book. Talk The Walk (https://www.unenvironment.org/resourc…), by United Nations Environment Programme (2005). This free site includes an informative report and a number of sources (though it needs updating). Recommended: Let My People Go Surfing: The Education of a Reluctant Businessman, by Yvon Chouinard (2005 Penguin Books). This story of the Patagonia corporation provides useful contextual reading. It is also available as a Kindle e-book in some countries. Boundless Marketing Open Textbook (https://courses.lumenlearning.com/bou…): This open-source textbook will serve as a reference for general marketing terms and concepts. Free and universally accessible, Boundless textbooks are used by the University of California Los Angeles and other major universities. ESOMAR Marketing Research Glossary (https://webv1ef.ef.uni-lj.si/dokumenti…): ESOMAR is an organization that promotes marketing research worldwide. Their glossary serves as a useful resource. Important Note: DO NOT CITE WIKIPEDIA: Wikipedia is a great place to start your research â?? the links it contains are often more accurate than Google search results. That said, Wikipedia is NOT an acceptable academic resource, so do not quote or cite Wikipedia in your assignments or papers.
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