Strategic Planning and Marketing Implementation

Master of Business Administration

Marketing Management

Assignment

Part 1

Date for Submission: 8th March 2010

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. The first part involves using marketing theory to evaluate the marketing strategy of a mobile phone manufacturer of your choice. The second part involves developing a marketing strategy for a new product or service that you think the manufacturer should offer.

Learning Outcomes for the Marketing Management Module:

After completing the module the student should be able to:

▪ Critically evaluate the information needs of the marketing function in terms of its contribution to the strategic processes and tactical decision-making.

▪ 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

|Part 1 |

|Using marketing theory and concepts, critically evaluate the marketing strategy of a mobile phone manufacturer of your |

|choice. |

|You should begin with a general evaluation of their marketing strategy and then consider each of the...