Principles of Marketing

The aim of the assessment is to enable you to apply the knowledge gained during the module and to analyse the service marketing issues affecting one organisation in a particular service sector.

You are required to choose an organisation which operates in the UK from any of the following service sectors:
• Marketing
• Retail
• Professional services
• Fashion
• Leisure
• Tourism
• Aviation
• Creative industries
• Financial services
• Education
• Not for Profit/Charity

REQUIREMENTS :

You must produce a marketing report which includes the following inrelation to your chosen organisation:

1. Analysis of the strengths, weaknesses, opportunities, and threats (SWOT) facing the organisation based on properly referenced sources.

2. Identification of the organisations key service marketing challenges
(Weakness and Threats) for the next 3 years, drawing on secondary research and analysis.

3. Analyses the threats through the lens of theoretical principles of services marketing and provide recommendations to overcome challenges within the constraints of Strengths and Opportunities.

The report should be 1500 words maximum (without appendices).

Example report plan

1. Loss of customer data (ref 1)
2. High number customer complaints (ref 2)
3. Intense competition (ref 3)

Service Blueprinting
Service Quality Gap model
Positioning Theory

Process Improvement: Six sigma / Poke Yoke
Market research - Primary Qual.
Market research - Secondary Quant

By planning out the report sections this ensures a coherent flow between the sections and you include both service marketing theory and materials covered in the module.

If your report plan includes NO service marketing theory OR content not covered in the module, such as supply chain management or financial accounting or social media marketing or global marketing, consider reviewing the plan and amending accordingly.