Assessment Category: Written Assignment / Report 1 on live strategic marketing activity or case study

Task:

"The best marketing strategies aren't top down, they're outside in, starting with the customers' needs and wants."

Critically analyse statement using Amazon as your case study organisation.

You should aim to show whether customer voice drives strategic marketing decisions in this organisation making reference to relevant academic literature in the process.

For completing this Task successfully, you must read carefully the 4th week's content, the recommended reading materials that are uploaded in this week's section, as well attain Amazon's information in relation to their marketing strategies.

For reaching information about Amazon, you may either have a direct search to Amazon's website or look for industry related information such as Amazon's press releases.

A strong assignment submission must include the following:

- Relevance
- Good Portion of Knowledge
- Consistent Analysis
- Argument Structure
- Critical Evaluation
- Good Presentation
- Reference to Literature

In order to complete this activity you need to consider the following:

(1) Utilise academic research using literature from journals, books, etc.

(2) Undertake a critical evaluation making effective use of evidence and sources

(3) Present findings in an appropriate format (ensure that Harvard referencing is used)

Guidelines for completion:

1. The word limit is 4,800 words, +/- 10% inclusive of appendices. Bear in mind that the appendices count towards the word limit so avoid including organisational material such as annual reports in any appendices.

2. Where you quote directly or take ideas from something you have read you must reference these correctly using the Harvard referencing system, not numbered footnotes.

3. Assignments should be word-processed in Times New Roman 12 point type.

4. Write clearly and professionally, avoid use of the first person such as ‘I' or ‘we' and take pride in the presentation and spelling.

5. It may sound obvious, but make sure you answer the question. A good conclusion is crucial for good marks.