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Objectives:
• To enhance a clear understanding of the importance of marketing in modern business and to
and provide a grasp of effective contemporary marketing practices;
• Provide a theoretical overview of marketing theory and practical application of innovative
marketing strategies;
• Build research methods relating to samples and inferences particularly in relation to market
research data collection and analysis.
How the assessment fits into the subject/course:
Marketing in the 21st Century has drastically evolved and is a critical component of business
administration. The design of Marketing plans is integral to business organisation and the
assessment for this subject aims to provide students with group and individual work to apply
effective marketing strategies.
Linkages between Assessments 1 and 2:
Assessment 1 requires students to create a case study and review marketing plans. Assessment 2
requires students to devise a marketing plan of products or services offered by their own
organisation and to consider how the marketing plan will add value to their organisation.
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Instructions:
As a research task students will create a case study of a social enterprise and evaluate its marketing
plan. Students will work in groups to explore how the social enterprise developed its market and
engaged market appeal.
The development of the case study must incorporate the following elements:
• Identify and analyse the market for a particular service of product;
• Explain and justify how the social enterprise was developed and for what market.
• Analyse the importance of creativity and initiative undertaken to develop a competitive
social enterprise;
• Critically assess and evaluate the Marketing Plan;
• Evaluate impacts such as financial, social and political issue which may impact on marketing
plan;
• Demonstrate commercial awareness of product/service provision
• Identify and compare relevant market trends and analyse the implications of market and
environmental trends
• Apply the 4 P’s strategies and explain feasibility ensuring consistency with analysis of the
market as well as providing recommendation for strategy
Output/Deliverable and parameters of the Assessment
One submission of a case study and review of a marketing plan consisting of 3000 words. Students
may incorporate a range of mediums and formats in the case study e.g. Electronic tools and multimedia, etc.
RESOURCES TO BE PROVIDED:
• An electronic library and reading guide is provided to all students including a range of etextbooks and journals available through online journal databases including EBSCO.
• Access to examples of case studies.
Criteria
• Identification and Analysis of Market
• Application of knowledge to practise
• Knowledge and skills demonstrating creativity and initiative
• Assessment of Marketing Plan
• Team Work skills
Learning Outcomes
• Outline and implement the marketing research process and identify a range of methods of
acquiring, using and storing data.
• Critically evaluate the relationship of marketing process with the resources of an
organisation and client needs with regards to the creation of value for the organisation.
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Learning Rubrics

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