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Synthesise the new marketing mix and associated innovative practices related to customer management



Student Name:

Certification :  I certify that the whole of this work is the result of my individual effort and that all quotations from books, periodicals etc. have been acknowledged.

Student Signature:                                                                              Date:

Student Registration Number:

Student email address :

Programme : Business Programmes                                        Year/Level :  2/ Level 6

Academic Year :  2020/21                                                            Semester :  2

Module title :  Strategic Marketing                                             Assignment 2

Module code:  BUS651                                                                 Word guide: 2,000

Percentage Weighting of this assignment for the module: 50%

Issue date :  1st February 2021                                                Return date : 17th May 2021

Lecturer :                                                                                   Second marker :

Notes for students :

  1. Hard copy of assignment should be stapled in the top left corner and submitted to the School Office.
  2. Electronic copy of assignment must be submitted through Turnitin.
  3. 10% of marks are awarded for satisfactory use of language and/or good presentation.
  4. 5% of marks are awarded for satisfactory referencing and/or presentation of a bibliography where either is required. Note that all referenced work should be obtained from credible sources.
  5. Students should ensure that they comply with Glyndwr University’s plagiarism policy.
  6. Students should make correct use of the Harvard referencing method.

Learning Outcomes Tested in this Assignment:

3. Synthesise the new marketing mix and associated innovative practices related to customer management;

4. Recognise the challenges of implementing marketing strategies and the need to manage resources effectively through monitoring, measuring and the adoption of continuous improvement

Overall Comment :


Mark (%)


Grading & Marking Criteria

80 +

Outstanding work of exceptional merit, which is original in content or approach allowing a novel perspective, going beyond what is available in the literature.

70 – 79

Work, which is clearly articulated and well substantiated, based on extensive reading, and demonstrates an authoritative grasp of the concepts, methodology and content appropriate to the subject and to the assessed task. There is clear evidence of originality and insight and an ability to sustain an argument, to think analytically and/or critically and to synthesise material effectively.

60 – 69

Work which demonstrates a very good level of understanding of the concepts, methodology and content appropriate to the subject and which draws on a wide range of properly referenced sources. There is clear evidence of critical judgement in selecting, ordering and analysing content. The work demonstrates some ability to synthesise material and to construct responses, which reveal insight and may offer some occasional originality.

50 – 59

Work derived from a solid basis of reading and which demonstrates a grasp of relevant material and key concepts and an ability to structure and organise arguments. The performance may be rather routine but the work will be accurate, clearly written and include some critical analysis and a modest degree of original insight. There will be no serious omissions or irrelevancies.

40 - 49

Competent and suitably organised work, which demonstrates a reasonable level of understanding with minimal analysis and interpretation. It covers the basic subject matter adequately but is too descriptive and insufficiently analytical. There may be some misunderstanding of key concepts and limitations in the ability to select relevant material so that the work may be flawed by some omissions and irrelevancies. There will be some evidence of appropriate reading but it may be too narrowly focussed.

30 - 39

Work lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology. There is either no evidence of literature being consulted or irrelevant to the assignment set. Inaccurate or inappropriate choice of theory. Unsubstantiated/invalid conclusions based on anecdote and generalisation only, or no conclusions at all. Lacks critical thought, analysis and reference to theory.

  0 - 29

Insufficient level of understanding and knowledge base unacceptably weak. No evidence of logical structure and poorly presented. Referencing is unsystematic or absent.


Assessment Criteria

Learning Outcomes To Be Met:

Marks Available

Marks Awarded



Depth of critical appraisal of the Organisation’s strategic marketing activities and application of a range of strategic marketing tools and frameworks.






Recommendations for future growth options and sustaining competitive advantage in the form of a strategic marketing plan.




Ability to critically evaluate a range of academic theory (to justify your ideas and demonstrate evidence of wider reading and research).




Quality & Presentation of written work - quality of Harvard  referencing throughout; Report format: (numbered subheadings,  introduction,  recommendations, conclusion, page numbers)




Total Marks



BUS651 Strategic Marketing – Assignment 2

Select an organisation that you are familiar with. This must be the same organisation used in assignment 1.

You are required to produce a 2000 word report which critically appraises the organisation’s current Marketing Strategy. 

In order to do this, you should build upon the findings from your situational analysis from Assignment 1 in order to recommend what strategic marketing options the company could consider and how these might be implemented. 

The report:

  1. Building on the findings of your situational analysis in Assignment 1 you are asked to produce a report which critically appraises the marketing situation of the organisation and the strategic marketing options open to it.
  2. Identify growth opportunities from these options and outline a creative and innovative marketing strategy to exploit this to gain competitive advantage for the organisation in the market place.
  3. How can this strategy be implemented, monitored and controlled?

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