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The assessment for this module consists of one element, a 3,000 word written assignment. A marketing audit with a new product idea must be developed. (COMPANY CHOICE: The Hershey Company) Elements: 1. External Audit including PESTLE, SWOT, Competitor environment, and marketing environment Mark: 45 Learning Outcome: 1. Understand the position of marketing management in the modern firm. 2. Understand the ethical and sustainability issues affecting marketing in the modern firm. 3. Evaluate the position of a specific company within a market sector and identify the marketing strengths, weakness, opportunities and threats appropriate to the company. Elements: 2. Internal Audit including sales, market share, profits, costs, customer profile, effectiveness of the marketing mix Mark: 45 Learning outcome: 1. Understand the position of marketing management in the modern firm. 2. Understand the ethical and sustainability issues affecting marketing in the modern firm. 3. Define appropriate qualitative and quantitative marketing objectives for a specific organisation which are SMART in nature. Elements: 3. Creation of a SMART marketing objective and new product idea Mark: 10 Learning outcome: 1. Understand the position of marketing management in the modern firm. 2. Understand the ethical and sustainability issues affecting marketing in the modern firm. Rationale for assessment design: This assignment has been chosen because it gives you the opportunity to a) apply the marketing knowledge that you have gained during the semester and b) show your understanding of marketing fundamental principles and concepts that apply in your professional and private life. Assessment information: The suggested assignment structure is the following: First page: Module (number and name) Company (Or title of your assignment but must include the name of the company) By (ID Number) Second page: Content (with pages numbers) Introduction -Background of the company -Companys aim External Audit -Pestel -Swot -Competitor analysis -Market environment Internal Audit (including: sales, market share, profits, costs, customer profile, effectiveness of the marketing mix) -Financial summary (sales, market share, profits, costs) -Customer profile (segmentation) -Effectiveness of the Marketing mix New product idea: – Creation of a SMART marketing objective and -New product idea Referencing Appendices (if needed) How your assessment is graded: You will be marked on Grade mark according to the marking criteria. Please see further details under “module” section (Criteria and marking standards).
