Market Research and its use in a marketing plan

You are required to collect a portfolio of evidence from the world around you that represents marketing objectives, strategies and tactics. You must seek current information (i.e. 2017 and 2018) and examples from contemporary sources such as newspapers, magazines, websites and social media (e.g. consumer blogs, YouTube).

The evidence you submit must relate to the following six topics:

1. Market Research and its use in a marketing plan
2. Who are the competition for your favourite product?
3. PESTL and how this affects the introduction of a new product or service
4. SWOT Analysis and its use in the marketing plan
5. Segmentation, targeting and positioning in marketing: Current trends in an industry of your choice.
6. Marketing and Society, Marketing Ethics: Sourcing a problem with marketing ethics and apply an ethical marketing approach.

You must write a 300 word critique for each of the 6 topics given (total 1,800 words). The critique should consider how each piece of evidence you have collected:

• demonstrates your understanding of marketing theory and practice.

• considers the internal and external factors influencing an organisation’s marketing strategies.

• explains and analyses marketing objectives and strategies.

For each of the six examples listed above, students need to show how they fit theoretical frameworks or models presented in the textbook. This means that you will specify the exact theory/framework/model that is being applied from the textbook, listing the heading from the book and the page number where the theory/framework/model is found.

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