Academic Year 2020/21
Module Code: BM3346
Module Name: Marketing Strategy
Module Leader: Dr Chris Richardson
BM3346 Marketing Strategy – Triple Essay Assessment 2020-21
Essay One – The Marketing Mix and Segmentation, Targeting, Differentiation, and Positioning in the Markstrat Simulation (40%) – guide 1200 words
How is the implementation of strategy, through the marketing mix, reliant upon the process of segmentation, targeting, differentiation, and positioning as described by Hooley et al. (2017)? Illustrate your answer with examples from your Markstrat firm (not from real life!).
In answering this question you should demonstrate a critical analysis of the process you followed during the simulation. Make sure you cover all of the 4 Ps in your answer.
Essay Two – Production Planning and Forecasting in Markstrat (20%) – guide 600 words
Critically assess the process that your Markstrat firm went through to plan production, and how this might have been improved. In doing so, critically assess the benefits of the sales forecasting methods described in lectures and how real world forecasting might be more accurate.
Essay one and two are the theories and Markstrat Simulation.
Essay Three – Real World Marketing Strategy Implementation (40%) – guide 1200 words
Hooley et al. (2017) describes three areas important to real world strategy implementation; ie. customer management, alliances & networks, and internal marketing). Discuss how good segmentation, targeting, differentiation and positioning, and a potentially effective marketing mix, can be undermined by poor implementation in these three areas and how companies should address this.
In answering this question, illustrate your answer with examples from the real world rather than Markstrat.
Module Learning Outcomes Assessed:
Word Count: 3 essays; 3000 words in total plus 10% flexibility overall. Recommend 1000 words per essay – but not crucial.
Font Size: Arial 12
Line Spacing: Single
Other: No index or appendices! Referencing of Hooley et al. (2012, 2017, 2020 etc) is not necessary. You may reference other sources as appropriate. You must not reference lecture slides; only original and credible sources
Assessment Weighting for the Module:
Student should ensure that all answers
To gain marks within the ranges shown below, the corresponding content should demonstrates the following characteristics:
N/A – For assessments which require the collection of primary data
Essential Reading for Coursework Task
(if in addition to reading provided in the module outline):
The set book, Marketing Strategy and Competitive Positioning, by Hooley et al.; any of the 2012 (5th), 2017 (6th), or 2020 (7th) editions.
Please note that this is not intended as an exhaustive or definitive list of readings for this piece of coursework. Instead, the articles/chapters listed below should be viewed as core or essential readings that may act as a start point as you prepare to tackle this assignment:
Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.
You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.Read more
Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.Read more
Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.Read more
Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.Read more
By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.Read more