Principle of Marketing

Using a [business] organisation of your choice write a report that explains how the company seeks to deliver customer value and how it seeks to develop customer relationships. The report should have the following sections:

1 Introduction including background to the organisation
2 Organisational objectives
3 Product & Brand portfolio 
4 Pricing strategies 
5 Distribution strategies
6 Promotional mix
7 Conclusion, including some informed speculation as to future developments 

Guidance:

You will be assessed on the evidence that you have:

1 Located sufficient information about your chosen organisation
2 Applied marketing concepts and models to good effect
3 Demonstrated effective analysis 

Word limit: 2000 words

In completing this assignment students should be able to:
Apply marketing concepts to the issues relevant to securing customer relationships and delivering customer value, and in addition to evaluate the marketing models employed to achieve this goal


Assessment Criteria:
THRESHOLD (Pass)
A student should demonstrate knowledge and understanding of the key aspects of developing customer relationships and delivering customer value


GOOD (Merit)
A students should demonstrate a wide knowledge and understanding of the areas involved in developing customer relationships and delivering customer value, a capacity to relate to and analyse the contextual situation chosen and in addition to develop their own informed perspectives

EXCELLENT (Distinction)
A student should demonstrate a comprehensive and in-depth knowledge and understanding across the broad areas involved in developing customer relationships and delivering customer value. 

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