You will be able to understand the principles of marketing and digital communication

PRINCIPLES OF MARKETING & COMMUNICATIONS IN A DIGITAL WORLD

Learning outcomes assessed within this piece of work as agreed at the programme level meeting	Knowledge – You will be able to understand the principles of marketing and digital communication.   Intellectual/transferrable skill – You will be able to apply basic marketing and digital communication techniques to organisational contexts
Business Readiness outcomes assessed within this piece of work as agreed at the programme level meeting	You will be applying basic business knowledge, developing your commercial awareness of how marketing impacts on organisational performance and understanding of a range of methods to communicate effectively.

Instructions for assessment

The coursework assignment requires students to submit a 2500-word assignment by the above deadline. Your work needs to show that you have accessed good quality information on your market and product (e.g. Mintel) and that you have used the ideas about marketing from the module (e.g. from the lecture materials and from the core text)

 

The assignment requires students to describe and analyse marketing activities associated with the launch of a new haircare product. 

The assignment needs to contain the following elements:

 

a)      A brief description of the new product that is the focus of this assignment AND

a brief analysis of the market for this product;

b)     Set out your strategy for the segmentation, targeting and positioning of the product;

c)      Your recommended Marketing Mix for this product