Assessment 2
Marketing Report (worth 70% of total mark)
Write a 4,000 word report on the marketing of an organisation selected from the list below, together with your recommendations for practice improvement.
Background to module assessment brief:
You are to assume the role of a market analyst. Your employer, a Strategic Marketing Consultancy, has been asked by an organisation selected from the list below to evaluate how they could improve in two areas of marketing.
You are requested to produce a report for the Marketing Director. The report should:

Provide a background to the organisation selected;
Take two of the following five concepts: marketing communications, branding, digital marketing, ethics & sustainability, their marketing planning process (note: you are not asked to produce a marketing plan so should not produce an environmental analysis of the company];
Use theory to reflect on their current activities in each of the two areas, focusing on the UK only;

Recommend how the chosen organisation can improve in both areas you have selected;

Your assessment must include a contextualised critique of the value/ usefulness of the tools and techniques used. The critique must be directly related to your evaluation of the chosen organisation, not a standard critique that is available from textbooks or the web.
It is up to you to choose the most relevant aspects of theory to explore this topic and explain your findings in the context of marketing. Whatever you choose, justify your choices.
The report format requires the use of:
An Executive Summary of your findings (covering all sections of the report); A Contents Page;
Numbered and titled sections and sub-sections;
Clear referencing to models/concepts employed;
Professionally presented work that is grammatical and correctly spelled;

Explicit referencing of information sources used, employing the Harvard referencing system;
Approximately 4,000 words in length excluding Executive Summary, Contents Page, References, list of illustrations (if used) and appendices (if used). The word count is permitted to be +/- 10% of the 4,000 words (3600-4400 words). Work which is beyond the word count limit will not be marked. Appendices should not be used to circumvent the word count. They exist to provide supporting information only which would not normally be available.

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