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Present a balanced discussion on the strategic value of branding and brand values in achieving competitive advantage, using relevant research, texts, articles and examples of your choice

ARUBAV2MS23 Marketing Strategy Assignment

Assignment Brief

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

Learning Outcomes: After completing the module, you should be able to:

1. Design and appraise relevant, marketing strategies for different competitive situations.

2. Apply relevant models to undertake an internal and external analysis of the business environment.

3. Critically evaluate and propose improvements to the procedures by which organisations develop and sustain competitive advantage.

4. Critically analyse the application of theoretical and conceptual models in the development of marketing strategies.

Your assignment should include: a title page containing your student number, the module name, the submission deadline and a word count; the appendices if relevant; and a reference list in Arden University (AU) Harvard format. You should address all the elements of the assignment task listed below. Please note that tutors will use the assessment criteria set out below in assessing your work.

Maximum word count: 3000 words (maximum) Please note that exceeding the word count by over 10% will result in a reduction in grade by the same percentage that the word count is exceeded.

Assignment

Task

A recent article questioned whether the commonality in so many brand values within the FTSE100 of companies renders the stated values `meaningless`. The most common values as stated by companies and identified in the article were:

• integrity

• respect

• customer centricity

• innovation

• excellence

Liddell, N., 2017. The Excessive Sameness of the FTSE100 [online]. London. Available from: https://www.marketingsociety.com/the-gym/usual-suspects [Accessed 25 January 2020]. Giving consideration to the article, respond to the tasks below:

Task 1

Present a balanced discussion on the strategic value of branding and brand values in achieving competitive advantage, using relevant research, texts, articles and examples of your choice (with full AU referencing). (40 marks) (LOs 1 & 3)

Task 2

Taking any organisation that you feel has strong brand values, provide an internal and external analysis of the organisation`s business environment, applying relevant models and making any recommendations you feel appropriate in moving the organisation forward. (30 marks) (LOs 1 & 2)

Task 3

Communication of brand values and effective differentiation are to an extent dependent on an effective strategic marketing planning process. Research and evaluate the value of strategic marketing planning in achieving competitive advantage for the firm. (30 marks) (LO4)


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