Module Number: BAM5009
Module Name: Marketing and International Business
Year/Semester/Cohort: 2022-2023/Semester 2/January 2022 Cohort
Module Tutors: Laurence Hoppen
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Assessment Number |
2 |
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Assessment Type (and weighting) |
Take Home Exam |
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Assessment Name |
Marketing Plan and Strategy |
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Assessment Submission Date |
Exam Paper Release Date & Time: Saturday 6 May 2023 at 10:00am Submission Cut-off Date & Time: Sunday 7 May 2023 at 10:00am |
Learning Outcomes Assessed:
LO3: Develop and apply the components of marketing plan for a project, client, or business.
LO4: Appraise the marketing effectiveness of marketing strategies for business.
Task:
Answer all questions based on the case study file in the assignment Brief.
Questions
Identify and explain the key Strengths, Weaknesses, Opportunities and Threats (SWOT) that Walter and The Hardware Store face. (20%).
What market segments would you suggest to Walter that he should target and how might he position the business to this segment to create a distinctive offer? (20%).
Outline a marketing communications (promotion) plan that will attract these segments given the short-term urgency and low available marketing spend. How will you measure success? (50%).
Walter has also asked you to identify the top three actions you think he should take in relation to the other elements of the marketing mix. What would these three actions be and why are they important? (10%).