Description: You are to select an organisation (preferably the same organisation that was analysed in A1) and explain the role of marketing in the organisation’s value chain. You are required to examine the contribution of marketing strategy, objectives and activities on ‘growth’ of the business. At the same time you need to explain the ‘interrelatedness’ of the marketing department with other organisational units (i.e. operations, logistics, finance, R&D), the importance of business reporting and exchange of information, the type of marketing information that is relevant for making strategic business decisions, and how departments have to function in harmony to achieve common business goals.

The length of this paper is to be 3000 words (excluding the Executive summary, References, and Appendices).

You are to use the Harvard referencing system.

Purpose: This assignment is designed to facilitate your use of key marketing concepts, including the marketing mix (4Ps), and to identify business processes that contribute to marketing strategy.

Description: You are to select an organisation that has used a contemporary marketing approach to grow its market share.  You will need to screen one or more of: available public information, marketing materials, annual reports, company websites, industry reports, government data, traditional media, social media, advertising campaigns, and any other relevant sources, to identify marketing practices that led to the success or failure of their marketing strategy. Using the 4Ps framework, you are required to critique the selected organisation’s apparent application of their marketing theory and planning.

The length of this paper is to be 3000 words (excluding the Executive summary, References, and Appendices).

You are to use the Harvard referencing system.

Topics to be covered: Weeks 1-4

Key concepts in Marketing

Planning, implementing and evaluating marketing strategy

Customer relations

The power of branding

Product and services