MKT11445: Write an individual paper related to a particular organisation of your choice. The overall aim is to evaluate ways in which changes within this organisation’s MACRO environment might impact upon its marketing strategies and activities. Building and Marketing High Performing Organisations assignment
Module / Subject / School:
MKT11445: Building and Marketing High Performing Organisations
Edinburgh Napier University
You are required to undertake an individual written paper related to a particular organisation of your choice. The overall aim is to evaluate ways in which changes within this organisation’s MACRO environment might impact upon its marketing strategies and activities.
You will be assessed on your ability to incorporate marketing theory: Within an evidence-based scenario of a potential change in any of the MACRO environment forces of your chosen organisation:
A) Critically evaluate the company’s strategies for:
- Sustainable competitive advantage
- Segmentation, Targeting and Positioning (STP), and
B) Identify and critically assess two opportunities for growth within the
organisation’s MACRO environments
C) Make clear links to the marketing theory that underpin your work
D) Write a logical, well-presented, and accurately referenced piece of work
Advice on the practical application of theory
There is an expectation that you go beyond learning gained on the
module. This includes a need to conduct your own research into the key
themes underpinning the questions above using the academic literature (e.g. journal articles and other credible sources).
You will need to briefly introduce your chosen organisation to familiarise the reader with the appropriate context. Detailed background to the company is not required and there are no marks awarded. You are being assessed on your reflections, interpretation, and application of marketing theory in practice and analytical reasoning using accepted academic practice and literature.
- Assessment B report is worth 50% of your total grade for this module. An essential feature of the report is to illustrate how marketing theoretical constructs or models can be critically analysed and applied to organisations in practice.
- You are advised to read widely. In fact, unless you have read and referenced at least 10 discrete references, it is unlikely that you have done sufficient reading (you need to go beyond this to achieve higher marks).
- This component is an academic assignment and should be written in an appropriate style (e.g. using 3rd person).
- You are required to present your report using a clear coherent
structure. A typical format will include an introduction, conclusion, and full reference list. Headings and subheadings may be used to make your work presentable.
- You are required to use the APA referencing style (7th edition)
throughout and can find guidance on this via the University Online
- Beware of sources from the Internet (no Wikipedia or business balls).
- Apart from reputable and academic references that can be downloaded through the Internet (commonly via the University Online library catalogue); most Internet references are not considered reliable for an academic piece of work. Academic journals generally offer a better source than textbooks.
- Your word limit for this assignment is 2000 words (+/- 10%) and a
word count should be provided on the front cover of your report. Students will be capped at a P1 where word count is in excess of 10% of the word limit.
- Detailed marking criteria is available under the assessment section.
- Assessment structuring including headings and subheadings may
follow the marking criteria layout located under Assessment Criteria – Assessment B.
What we score:
Our Writer’s Comment
This assignment tests students on their understanding of the theories.
Based on the assignment requirements provided, here are some comments to help students score well on this assignment:
- Focus on the chosen organization: When selecting an organization for your assignment, make sure to provide a brief introduction to familiarize the reader with the context. Remember, you don’t need to provide detailed background information about the company, as the emphasis is on your reflections, interpretation, and application of marketing theory.
- Incorporate marketing theory: To score well, it’s crucial to incorporate marketing theory throughout your paper. Analyze the potential changes in the MACRO environment forces of your chosen organization and critically evaluate how these changes might impact the company’s strategies for sustainable competitive advantage, segmentation, targeting, positioning, and branding. Use evidence-based scenarios to support your analysis and make clear links to the marketing theory that underpins your work.
- Identify growth opportunities: Identify and critically assess two opportunities for growth within the organization’s MACRO environments. Again, support your assessment with relevant marketing theory and explain how these opportunities can positively impact the organization’s strategies and activities.
- Research extensively: To excel in this assignment, it is recommended that you go beyond the knowledge gained from the module. Conduct your own research using academic literature such as journal articles and other credible sources. Aim to reference at least 10 discrete references, as this demonstrates a thorough understanding of the topic and can contribute to achieving higher marks.
- Use a logical and well-presented structure: Ensure your report has a clear, coherent structure. Include an introduction, conclusion, and a full reference list. You may also use headings and subheadings to make your work more presentable and organized. Adhere to the APA referencing style (7th edition) and ensure your referencing is accurate throughout the paper.
- Academic writing style: Remember that this is an academic assignment, so adopt an appropriate writing style, using the third person. Maintain a professional tone and avoid using personal opinions or informal language. Aim for a logical and analytical approach, backed by scholarly evidence and academic writing practices.
- Mind the word limit: Your assignment should be within the specified word limit of 2000 words (+/- 10%). It’s important to provide an accurate word count on the front cover of your report. Be cautious not to exceed the 10% allowance above the word limit, as doing so may result in your grade being capped at a certain level.
- Use reputable sources: When conducting research, be cautious about relying solely on internet sources. While some reputable and academic references can be downloaded from the university online library catalogue, it’s generally best to prioritize academic journals over textbooks and avoid sources like Wikipedia or business balls. Ensure that your sources are credible and reliable for academic purposes.
By following these guidelines, conducting thorough research, and applying critical analysis supported by marketing theory, you can significantly enhance your chances of scoring well on this assignment. Good luck!
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