{"id":37453,"date":"2024-11-10T17:36:58","date_gmt":"2024-11-10T17:36:58","guid":{"rendered":"https:\/\/www.writemyessays.app\/blog\/questions\/critically-evaluate-and-give-evidence-of-both-past-and-current-marketing-management-concepts-and-theories-and-critically-evaluate-the-way-in-which-marketing-theory-relates-to-marketing-practice\/"},"modified":"2024-11-10T17:36:58","modified_gmt":"2024-11-10T17:36:58","slug":"critically-evaluate-and-give-evidence-of-both-past-and-current-marketing-management-concepts-and-theories-and-critically-evaluate-the-way-in-which-marketing-theory-relates-to-marketing-practice","status":"publish","type":"questions","link":"https:\/\/www.writemyessays.app\/blog\/questions\/critically-evaluate-and-give-evidence-of-both-past-and-current-marketing-management-concepts-and-theories-and-critically-evaluate-the-way-in-which-marketing-theory-relates-to-marketing-practice\/","title":{"rendered":"Critically evaluate and give evidence of both past and current marketing management concepts and theories and critically evaluate the way in which marketing theory relates to marketing practice."},"content":{"rendered":"
You work as a junior marketing consultant in a marketing and branding agency in
\nLondon. Your employer specialises in providing consultancy to innovative startup
\nbusinesses in London & widely the UK. Your manager wants you involved with one
\nof his four potential clients. and has asked you to write a marketing report on one
\nof the following companies:
\n1. BeZero Carbon – https:\/\/bezerocarbon.com\/
\n2. Hamilton George Care – https:\/\/hamiltongeorgecare.com\/
\n3. PolyAI – https:\/\/poly.ai\/
\n4. All Things Butter – https:\/\/allthingsbutter.co.uk\/
\nAll the companies above have performed exhaustive primary and secondary
\nresearch on the UK market and have undertaken a detailed situation analysis (both
\ninternal and external). All the above companies have current marketing strategies
\nand tactics in place in the UK.
\nASSESSMENT TASKS
\nWrite a marketing REPORT on ONE of the above companies. You MUST only choose
\nfrom the above list, failure do so will carry a penalty<\/div>\n
<\/div>\n
Task 1 \u2013 40 marks <\/div>\n
A. Critically evaluate the Segmentation, targeting and positioning strategies and
\ncreate a perceptual map. <\/div>\n
B. Critically evaluate the branding elements of the chosen organisation with
\njustifications underpinned by taught academic theories and models. <\/div>\n
Task 2 \u2013 50 marks <\/div>\n
A. Critically evaluate the Marketing mix (Product, Price, Place, and Promotion)
\nand make your recommendations for the improvement of the promotions mix. <\/div>\n
B. State the tools and metrics that are and could be used for promotional
\nactivities.
\nAcademic skills – 10marks
\nIntroduction, company profile and conclusion. Content of report to demonstrate
\nresearch, academic skill and integrity, and academic references.
\nPage 4 of 10 <\/div>\n
<\/div>\n
READING REQUIREMENT <\/div>\n
Textbooks:
\n\u2022 Andrews, J. Shimp, T. (2017) Advertising, Promotion, and other Aspects of
\nIntegrated Marketing Communications (10th edition), South West
\n\u2022 Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing: strategy,
\nimplementation and practice. Seventh edition. Harlow: Pearson Education.
\n\u2022 Kotabe, M. and Helsen, K. (2022) Global Marketing Management (9th
\nedition). Hoboken: John Wiley & Sons, Inc.
\n\u2022 Kotler, P., Keller. K.L., Chernev, A. (2022) Marketing Management Global
\nEdition (16th edition), Harlow Essex: Pearson.
\nAcademic Journal articles:
\n\u2022 Dash, G., Kiefer, K. and Paul, J. (2021) \u2018Marketing-to-Millennials: Marketing
\n4.0, customer satisfaction and purchase intention\u2019, Journal of business
\nresearch, 122, pp. 608\u2013620. Available at:
\nhttps:\/\/doi.org\/10.1016\/j.jbusres.2020.10.016.
\n\u2022 Lang, L.D., Lim, W.M. and Guzm\u00e1n, F. (2022) \u2018How does promotion mix
\naffect brand equity? Insights from a mixed-methods study of low
\ninvolvement products\u2019, Journal of business research, 141, pp. 175\u2013190.
\nAvailable at: https:\/\/doi.org\/10.1016\/j.jbusres.2021.12.028.
\n\u2022 Mart\u00ednez-L\u00f3pez, F.J., Anaya-S\u00e1nchez, R., Fern\u00e1ndez Giordano, M. and
\nLopez-Lopez, D. (2020) \u2018Behind influencer marketing: key marketing
\ndecisions and their effects on followers\u2019 responses\u2019, Journal of marketing
\nmanagement, 36(7\u20138), pp. 579\u2013607. Available at:
\nhttps:\/\/doi.org\/10.1080\/0267257X.2020.1738525.<\/div>\n
<\/div>\n

Lo1: Critically evaluate and give evidence of both past
\nand current marketing management concepts and
\ntheories and critically evaluate the way in which
\nmarketing theory relates to marketing practice.
\nLO2: Demonstrate knowledge of the role of marketing in
\nthe growth of organisations with specific focus on the
\nmarketing mix and its value in online and offline
\nsettings.
\nL03: Construct marketing plans which reflect the latest
\ndevelopments in environmental, social and governance
\nissues.
\nLO4: Analyse domestic and international markets and
\nproduce affective marketing solutions in the forms of
\nstrategies and tactical plans.<\/p>\n

<\/div>\n
<\/div>\n","protected":false},"excerpt":{"rendered":"

You work as a junior marketing consultant in a marketing and branding agency in London. Your employer specialises in providing consultancy to innovative startup businesses in London & widely the UK. Your manager wants you involved with one of his four potential clients. and has asked you to write a marketing report on one of […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":[],"disciplines":[53],"paper_types":[],"tagged":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/questions\/37453"}],"collection":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/questions"}],"about":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/types\/questions"}],"author":[{"embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/comments?post=37453"}],"version-history":[{"count":0,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/questions\/37453\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/media?parent=37453"}],"wp:term":[{"taxonomy":"disciplines","embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/disciplines?post=37453"},{"taxonomy":"paper_types","embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/paper_types?post=37453"},{"taxonomy":"tagged","embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/tagged?post=37453"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}