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Assessment Brief
MKT 306
Assessment Method: 3000-word report (100% of marks)
Assignment Submission: Students are required to submit their coursework through
Turn-It-In. Only assessments submitted through Turn-It-In will be marked
Submission Date: By 23:59 on Monday 16th May 2022
Module Learning Outcomes:
K1 Explain the nature of marketing strategy and its significance for the organisation.
K2 Assess the drivers and factors affecting the choice of marketing strategies.
K3 Evaluate appropriate models and techniques that aid the strategic marketing
process.
K4 Analyse contemporary marketing issues and problems in a strategic context.
S1 Research skills.
S2 Interpretation of advanced information and marketing data handling skills.
S3 Assessing communications skills to develop effective relationship marketing.
MKT 306
Assignment Brief:
Your task is to identify an organisation (producer and/or brand owner), that is involved
in the marketing of games consoles and prepare an individual report of 3,000 words
(please see appendix 1 for further details) addressing the following issues.
The task is divided into two parts (Part 1 & Part 2) and candidates are expected to
address both.
Part 1
Using appropriate sources undertake a marketing audit of your chosen brand, this
should contain the following:
➢ An evaluation of the chosen brand’s current performance, this should include the
use of relevant market performance data to underpin your evaluation, for
example market growth, sales trends, profitability, etc.
➢ A critical evaluation of the brand’s customers and identification of the key drivers
in aligning the brand to preferences of this target group(s).
➢ An identification of the brand’s key competitors and exploration of how they gain
competitive advantage.
[Weighting - 60%]
Part 2
Based on your analysis of the brand in Part 1 you must select one of the brand’s products
and undertake a detailed evaluation of marketing practice - using a 4P Framework.
This should include discussion on:
➢ Product or Service
➢ Pricing approach
➢ Promotion techniques
➢ Location & Physical environment (Place)
You should also look to indicate key marketing mix recommendations to move the
business forward.
[Weighting - 40%]
MKT 306
You must:
➢ Undertake suitable secondary research into the sector and market using
appropriate secondary sources (non-academic).
➢ Apply appropriate theory and models to examine the organisation and their
marketplace using suitable academic articles and texts.
➢ Submit as a formal business report using appropriate headings.
➢ Further details will be provided in class and on Canvas Assessment section.
Assignment Structure:
This is an individual assignment as a single report in two parts. Candidates are
encouraged to be creative with their analysis and recommendations by using theories
covered in the lectures and workshops.