What factors and trends are most relevant for the organisation, and why? Which are likely to pose threats / offer opportunities?

Summative and Formative Assessment

Formative Activities and Assessment

Formative activities and assessments are opportunities for you to apply, practice and make sense of the learning materials and content that you have encountered. These may take the form of individual tasks, such as reading some text or watching a video and documenting your reaction to it, responding to some discussion points on the discussion forum, considering a case study, or participating in a live online classroom session. The main aim of formative activities is for you to receive feedback on your contribution or performance that will help you prepare for and complete your final module assessment. You are given ONE opportunity to submit a summary of your ideas (or an outline) for Coursework 2 (up to 500 words) through Turnitin. Please check with your module tutors for details. Summative Assessment Summative assessments are the pieces of coursework that you complete which contribute towards your final grade in this module. You should take the feedback that you receive from the completion of coursework in this module and use it to help you improve your performance in future assessments. Summative assessment in this module is two pieces of submitted coursework. You will be expected to submit your summative assignments via the submission points in the Assessment folder of your module. Your assessments will be marked under the Anonymous Marking Policy. It is the responsibility of students to respect and enable anonymity in the assessment process. You must submit your work using your student number to identify yourself, not your name. You must not use your name in the text of the work at any point. When you submit your work via Turnitin, you must submit your student number within the assignment document and in the Submission title field on Turnitin. 4 Sensitivity: Internal 4. Summative Assessment COURSEWORK 1 Assessment Type: Individual Report Assessment weighting: 40% Word count: 2000 Words Submission Method: Turnitin Submission Dates: Provisional Grade and Feedback Release Date: Assessment Guidance In your report you critically evaluate the current marketing strategy of the company, drawing on the environmental analysis and based on theoretical frameworks and available data. You critically analyse the current role of innovative marketing within the organisation. Academic literature as well as industry related resources must be used. The structure of the report and weight of sections in the overall grade are outlined below. 1. Introduction • Introduce the organisation, history (if applicable), and product or service that you will write about. Briefly introduce the goals and scope of your report. 2. Consumer behaviour and decision-making • Identify the customer segment(s) of the organisation and analyse their purchasing behaviour. • Critically analyse the value preposition of the company’s product/service for the selected segment(s). • Assess how the organisation currently positions itself within its target market (use the suitable tool). 3. Marketing audit • Critically analyse the macro environment using suitable analysis tools. • Evaluate the microenvironment, applying appropriate framework/model. • What factors and trends are most relevant for the organisation, and why? Which are likely to pose threats / offer opportunities? • Critically analyse the relevant marketing activities of the selected organisation. • Summarise the results of the audit with an appropriate tool (e.g. SWOT, TOWS analysis. 5 Sensitivity: Internal 4. Presentation Harvard style referencing must be correct throughout, including in-text citations and the references in the Reference list. Formatting, grammar, vocabulary, terminology is of high standard.