BEIAN heyifan marketing Management
i. Type of Assessment: Report
ii. Instructions: choose one company and one market and produce a
iii. Expected Format: Business report
iv. Word Count: 3000 (+/-) words
Select one company or brand from the list provided by your tutor. You need to produce a marketing audit for this company/ brand reviewing only one market e.g. UK,
Myanmar, HK or Singapore.
Conduct independent research using quality sources to provide the evidence to support your analysis. E.g. Mintel, Keynote etc.
Your report will be structured as follows:
• Executive summary
• Contents page
• Introduction to the audit
• Company/ brand background
• Macro analysis (e.g. PEST/ PESTLE)
• Micro analysis (e.g. internal analysis)
• Competitive analysis using strategic groups, perceptual mappings and reviewing the company/ brand’s two closest competitors. (Do not use Porter’s 5 forces)
• Conclude with the strategic priorities for the coming year, based on your analysis of the current situation.
Marks will be allocated as per the grading rubric
To submit your work, please go to the ‘Submit your work’ area of the Module NILE site. It is important that you submit your work to the correct module NILE site, and
that your work is submitted on time.
Your report must use a business report format, including section headings and section numbers.
This is a practical application assignment, you are expected to demonstrate your understanding of the Principles of Marketing Management through the application of the
models and theories from the module. Therefore it is the application of the models and constructs that will be given credit and not explanations of theories and
models. So please be advised not to waste your word count explaining the models that you are using.
Good quality sources, and relevant research is required to support this assignment.
Note that any assignment that exceeds the word count by more than 10% will be penalised
All assignments must be typed using a business font style and must use at least size 11 in font size.
This is an individual assignment. The University of Northampton policy will apply in all cases of copying, plagiarism or any other methods by which students have
obtained (or attempted to obtain) an unfair advantage.
Support and guidance on assessments and academic integrity can be found from the following resources
The learning outcomes being addressed through this assignment are:
Knowledge and Understanding
a) Appreciate and integrate the value of the analytical tools and techniques available to marketing professionals when evaluating the marketing environment and
developing marketing strategies.
b) Demonstrate and evaluate the vital necessity of focusing on the customer and marketplace as the foundation of marketing planning.
c) Critically evaluate the marketing mix of an existing organisation contrasting application to theory.
d) Propose and present an audit that would provide the basis for a marketing plan
e) Critically appraise tactical marketing decisions based on situation analysis and in line with strategic marketing plans.
f) Examine and appreciate the tools of strategic marketing and apply in practice
g) Explain and appraise marketing concepts, theories and models clearly and apply these critically to existing organisations.
h) Produce a written report following academic convention that synthesises clearly theoretical perspectives and distinguishes between conceptual frameworks which
focuses on the practical marketing planning process.