Master of Business Administration - Student Handbook

Master of Business Administration

Marketing Management

Assignment

Assignment Brief

As part of the formal assessment for the Master of Business Administration you are required to submit a Marketing Management assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.

Aim

The aim of this assignment is to assess whether the learning outcomes of the module have been met.

Learning Outcomes for the Marketing Management Module:

After completing the module the student should be able to:

 Integrate marketing decision making with organisational strategy.

 Establish a broad base of marketing knowledge and the strategic implications.

 Develop and implement marketing plans for a product or service.

 Reflect an international perspective and the global context of decision making in marketing planning.

 Evaluate the appropriateness of e-business strategies.

Assignment Task

Instructions

Nestle and Sony are two international companies with a number of well-known brands.

Develop a Marketing Plan for one of the companies to address the needs of ONE of the options listed below:

1) The launch of a new brand or product development extension in a country or economic zone you are familiar with.

2) The launch of a ‘new brand extension' in a country or economic zone you are familiar with.

3) The launch of existing brand within the current company portfolio into a country or economic zone where it currently does not exist.

Begin your report with an External and Situational Analysis. Your focus should be on the Corporate Company and the new brand or product development extension or brand extension or launch of an existing brand.

It should be structured around the sections and sub-sections outlined below. Students should take account of the marks for each section and the marking criteria when writing their marketing plan.

Section Sub-Sections Learning Outcome(s)

Situation