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Learning Outcomes Evidenced by this assignment:
1. Recognise and discuss the concepts, theories and frameworks of marketing in practice
2. Explain issues around how markets work, free competitive market, changes in market
conditions and their effects on the market, and how price changes
3. Identify the various elements of the marketing function and other concepts relevant to
the marketer
4. Recognise the marketing phenomena and understand the processes and probable
objectives of managers who make these marketing decisions.
5. Evaluate the various alternatives that have to be considered and decisions taken with
respect to integrating the marketing mix into an appropriate and efficient marketing plan
6. Generate ideas that will lead to creatively designing and presenting an effective marketing
plan
7. Work effectively as an individual and also interact co-operatively within a group working
situation
8. Communicate effectively in a manner appropriate to a business environment and be able
to develop reflexivity
School of Business and Law
University of East London
Module No.: MK4001
Module name: Marketing: Principles and Practice Group Portfolio
2
Details of the task:
Choose any THREE tasks from the seven listed in the ‘assignment details’ section
below. You will answer each task in no more than 1000 words and present your
analysis in the form of three written essays. Your overall portfolio should not exceed
beyond 3000 words (1000 words per task). All the three essays should be submitted
on turnitin as one continuous document (portfolio). Each essay in the portfolio
should clearly identify the task that is being addressed.
It is mandatory to engage with the necessary theoretical concepts by reading and
understanding text books and other academic material.
Your work should also have a title page which should contain your student number,
your programme of study and the three tasks that you have chosen to form the
portfolio. It should also contain a reference list that demonstrates the citations that
have been made in the essays.
This work has to be completed individually as it is difficult to organise groups outside
the term time.
Submission procedure:
– The portfolio has to be submitted to turnitin before 11.59pm on the due
date.
– A mark of 5% will be deducted for work that is submitted after the deadline
but within 24 hours of the due date.
– Work submitted after 24 hours past the due date will be awarded a mark of
‘0’.
– Work has to be submitted electronically via the turn-it-in link that has been
provided for this component on the moodle site. It is the University’s policy
that all coursework assessments are submitted to Turn-it-in, our Plagiarism
detection software. If you fail to submit to turn-it-in, then you will be
awarded a mark of ‘0’.
Return of feedback and marked work:
Work will be marked online and written feedback will be provided electronically.
Please note that these marks will not be final and are subject to ratification by the
Final Exam Board in August 2016.
Assignment Details
TASK 1 – PRODUCT AND POSITIONING STRATEGIES – 15%
BRIEF Choose a ‘brand’ that most of you like within your group. Now go on
to the brand’s website and identify all the product lines that this
brand has to offer. Also identify the product items within one of the
product lines and comment on the product line length and depth.
Module No.: MK4001
Module name: Marketing: Principles and Practice Group Portfolio
3
Depict these diagrammatically on a poster. What consumer
segment/s is this product line targeting? Based on your analysis,
briefly comment on the brand’s segmentation, targeting and
positioning strategy. Present your analyses in an essay format.
TASK 2 – PRICING STRATEGIES – 15%
BRIEF Choose a particular product that is available in different shops and
sold by different brands (for eg: leather handbag, women’s
sunglasses, sports watch, red lipstick, white shirt for men, cheese
sandwich, a pen). Now go shopping in a local mall and document the
different price strategies that you can identify for this product. Take
pictures with your phone so that you can include in your
presentations. Now analyse the pricing strategies that you
encounter – are they the similar or different? What is causing this
similarity or differential? Present your analyses in an essay format.
TASK 3 – MARKETING COMMUNICATION TOOLS – 15%
BRIEF Choose a company that is in the business of predominantly selling
services (eg: university, bank, insurance etc). By browsing through
the company’s website and other Internet sources, identify all the
marketing communications tools, media and messages that this
company uses to communicate with its audiences. Apply the DRIP
model discussed in Chapter 10 of your core text to understand how
the various tools are being used and for what purpose. Based on
your exploratory analysis, state some recommendations for the
company. Present your analyses as an essay.
Term 2
TASK 4 – CONSUMER BEHAVIOUR AND MARKETING RESEARCH – 10%
BRIEF Choose a sector or a specific product line and identify 4-6 competing
brands. Now ask atleast 10 people to define the brand
personality/meaning of these brands from their viewpoint. Jot down
the words they use to define their perceptions of the brands. Based
on this information, draw up a perceptual map for these set of
brands. You can see an example of a perceptual map on pg. 50 of
your core text. Analyse your findings and make recommendations
for the chosen brands. Present these in the form of an essay
TASK 5 – JOURNAL ARTICLE SYNTHESIS – 15%
BRIEF Choose an article from the list below. Now locate, read, analyse and
present a critical analysis of the article and write an essay.
Holbrook, M. B., and Hirschman, E. C. (1982), ‘The experiential aspects of
consumption: consumer fantasies, feelings and fun’, Journal of Consumer
Research, 9, 132–40.
Module No.: MK4001
Module name: Marketing: Principles and Practice Group Portfolio
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Day, G. S. and Wensley, R. (1988), ‘Assessing advantage: a framework for
diagnosing competitive superiority,’ Journal of Marketing, 52, 2, 1-20.
Vargo, S.L. and Lusch, R.F. (2004), ‘Evolving to a new dominant logic for
marketing’, Journal of Marketing, 68, 1 (January), 1–17.
Fournier, S. (1998), ‘Consumers and their brands: developing relationship
theory in consumer research’, Journal of Consumer Research, 24, 4, 343–73.
Gummesson, E. and Polese, F. (2009), ‘B2B is not an island’, Journal of Business
and Industrial Marketing, 24, 5/6, 337-350.
TASK 6– SOCIAL MEDIA MARKETING IN THE NEWS – 15%
BRIEF Trawl through the websites of marketing magazines like Marketing
Week, Brand Republic, Marketing and the like. Identify articles and
case studies that talk about how brands are using social media to
communicate with their consumers. Format an essay that
summarises some of these interesting trends in social media
marketing.
http://www.marketingweek.co.uk/
http://www.marketingmagazine.co.uk/
http://www.brandrepublic.com/
http://www.campaignlive.co.uk/
TASK 7 – CASE ANALYSIS – 15%
BRIEF Read the following case studies from your core text. Choose one of
them to conduct further analysis and answer the question that is
posed at the end of the case. Report your analysis in an essay
format.
Innocent (pg. 644)
Budweiser Budvar (pg: 382)
Oxfam (pg. 569)
Virgin media (pg. 604)
Brompton Bicycles (pg: 201)
Presentation:
Your work should be word processed in accordance with the following:
Font style, Lucida Sans, font size 12
1.5 line spacing.
Margins on both sides of the page should be no less than 2.5 cm
Pages should be numbered
Your name should not appear on the script.
Your student number/s should be included on every page.
Skills Advice:
Refer to your material provided in your skills modules to make sure that you have
conformed to academic conventions. Pay particular attention to:
Your introduction,
Your conclusion,
Module No.: MK4001
Module name: Marketing: Principles and Practice Group Portfolio
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The use of headings and/or signpost words
Paragraph structure
Do refer to Info skills at http://writeitright.uelconnect.org.uk/home/
and http://infoskills.uelconnect.org.uk/
Referencing:
The university expects students to use Harvard referencing as specified in the book
Cite them Right.
– Refer to http://www.uel.ac.uk/lls/support/harvard/ for further advice and a link
to an online version of Cite them Right
– You should be careful to include citations within your work as well as a reference
list at the end. Unreferenced work will fail.
Submission to Turnitin of Work Submitted for Assessment:
Our policy on the use of Turnitin recognises the educational desirability that all of our
students should enjoy the opportunity to self-submit their work to Turnitin (before
submitting for assessment). We also recognise that Turnitin Originality Reports will
sometimes assist in the identification of plagiarised work submitted for assessment.
Work that is submitted to Turnitin generates a Turnitin originality report, showing
which parts of it have been reproduced from which sources. The system compares
submissions to material that is to be found: on the world-wide web; in its database of
previous submissions; and in its growing number of databases of published articles.
You should not assume that a Turnitin originality report with a low similarity index is
evidence that the piece of work concerned is free from plagiarism.
Our policy provides that a Module Leader may decide, in accordance with the policy
of RDBS, that all student submissions for a particular component of assessment should
be submitted to Turnitin, provided that the relevant Module Guide includes a notice
to that effect.
Notice is hereby given that all submissions of presentations for this module must be
submitted to Turnitin. Detailed guidance on how to submit your work to Turnitin will
be made available on this Module’s UEL Plus site.
If you fail to submit your report to Turnitin, in accordance with the guidance on the
Moodle site, you will be awarded a mark of 0 for the component.
If you have any questions about Turnitin, you should go to “Frequently Asked
Questions” at http://www.nlearning.co.uk/faqsearch.php?sol=turnitin.
Extenuating Circumstances:
Extenuating Circumstances are circumstances which:
impair your examination performance in assessment or reassessment, or
Module No.: MK4001
Module name: Marketing: Principles and Practice Group Portfolio
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prevent you from attending for assessment or reassessment, or
prevent you from submitting assessed or reassessed work by the
scheduled date
If you need to apply for extenuating circumstances please find the relevant
information at: http://www.uel.ac.uk/qa/studentsarea/extenuation/
Student Appeals:
Students who wish to appeal against Field and Award Boards decisions can find the
relevant information at: http://www.uel.ac.uk/qa/studentsarea/appeals/