Assessment type: This assessment task will be undertaken in pairs Details of task: The purpose of this assignment is for you to demonstrate your understanding of marketing theory and its application in practice. This assignment requires you to integrate marketing theory and company activity to demonstrate an understanding of key marketing concepts. You and your partner will select a brand with a high market profile and a strong web presence. Your choice of brand must be approved by your lecturer/tutor. You must then design a new consumer product for your brand (new to the brand, not necessarily new to the world). Once you have determined your new product, you will then create a detailed marketing strategy following the structure of the template provided on Moodle. Marking Criteria: Assessment criteria information can be found on the Moodle site in the Assessment section Word limit: Approximately 3500-4000 words (between the two students in a pair) Weighting: 30% Format: APA style, Report format. See Moodle resources Submission: Electronically via Moodle Accompanied by a Turnitin report showing text matching of <25% Estimated return date: We aim to return assignments within 3 weeks of submission. The integration of coursework theory with your research will be central to your marketing plan: You must use other references from the library databases including journals to add weight to your marketing plan You are also encouraged to use diagrams, charts and tables (correctly cited) to enhance your analysis of the current situation Use the internet to source information about the industry and company or online journals for Assessment Task 1 Wikipedia, ‘marketingtutor.com’, ‘learnmba.com’ and any similar sites are NOT recognised as credible academic sources so may not be used for the purposes of assessment tasks Look at newspaper/magazine advertisements for comparative purposes only If relevant, visit a supermarket/retailer and observe the products (observation only, no interviewing should occur)
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