Market Research and Market Planning

INSTRUCTIONS

Students are required to collect a portfolio of evidence from the world around them that represents marketing objectives, strategies and tactics. Students will then be required to write a 400 word critique on each of 6 topics, given below, (total 2,400 words):

Your task is to collect a total of 7 different examples (2 for topic 6) relating to the specific topics, listed below, that illustrate and provide evidence of ‘marketing in action’.

Your examples must be current (from 2014 to 2019) and should come from sources such as newspapers, magazines, websites, social media (e.g. consumer blogs), personal experience, etc. If you are not sure if the source of the evidence/ example is appropriate, please ask your teacher.

You need to find one example of each of the following topics. Please note that the last topic requires

2 examples:

1. How does Market Research direct a marketing plan?

HINT: This means sourcing an example that demonstrates the use of market/marketing research to determine marketing objectives, strategies or tactics.

2. Provide an analysis of the impact competitors have on a product.

HINT: This means sourcing an example that demonstrates the impact competition (an external factor) has on a product and thus influences marketing objectives andstrategies.

HOW TO PRESENT YOUR ASSIGNMENT

Your portfolio will be submitted in 2 parts:

• PART A consists of your answers to questions 1 and 2.

A copy of the marking criteria rubric for this assessment will be placed in iLearn under the Assessment Section.

You must write a 400-word critique for each topic. Each critique should include:

• The topic (from above) is clearly stated.

• An explanation IN YOUR OWN WORDS of the relevant theory that demonstrates sound and thorough understanding of the topic as related to the question.

• A description of the example, including sources using Harvard (AGPS) referencing. You may use multiple sources for the example, such as personal experience and an article in a business publication.

• A link between theory and practice. Your task is to evaluate and analyse how the example bridges theory and practice, and how well it relates to the topic chosen (from the list above).

Suggest future recommendations, your opinions, limitations, implications or consequences associated with the example - these will vary depending upon the example and topic. Write clearly and succinctly in your evaluation and analysis.

• Illustrations, images, diagrams, graphs, tables, charts or visual aids to support your answer.

Overall Length:

PART A: Should not exceed 800 words.

PART B: Should not exceed 1,600 words.

(These limits do not include tables, figures, the reference list, or title page.)

Formatting: standard 12-point font, 1.5 line spacing, and side margins 2.5 wide.

Referencing: all sources (i.e. the work and ideas of others) must be cited and referenced using the Harvard (AGPS) referencing system. You need to provide both in-text references and a reference list.