Understanding Markets and Customers - Leeds Beckett University

Learning Outcome 1: Understand the role and function of marketing and the factors that influence customer behaviour

Learning Outcome 2: Identify the factors and trends in the marketing environment and how they affect marketing approaches

Learning Outcome 3: Understand the elements of the marketing mix and how they are managed to ensure customer satisfaction

Learning Outcome 4: Understand the need for integrating both digital and sustainable approaches within marketing practice

Task: First Sit Re-work

Write a 2500-word report on the marketing of an organisation selected from the list on page 3, together with your recommendations on improving their digital marketing.

You are advised to obtain your original submission, reflecting on the feedback in that submission, prior to submitting your re-sit assignment.

Background to module assessment brief:
You are to assume the role of a junior market analyst. Your employer, an International Marketing Consultancy, has been asked by an organisation in the East Midlands of the UK [selected from the list on page 3] to evaluate the marketing environment of the company and how the marketing mix is currently applied as well as identifying the current customer base and how they could use digital marketing to a greater extent within their marketing activity.You are requested to produce a report for the Marketing Director. The report should:

• Provide a background to the organisation selected
• Identify their current product/service offering and the current segment of customers
• Identify the factors and trends in the marketing environment and how they affect their marketing approach
• Explain how the key concepts of the marketing mix are applied at present by your chosen organisation
• Use theory to reflect on their current activities, including an appreciation of any sustainable approaches within their market practice
• Recommend how the chosen organisation can improve their digital marketing utilisation

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. When considering their current product/service offering you may choose to ‘drill down' in one or two areas of the marketing mix or alternatively you may go for an overview. In your report you must consider digital marketing and link this to both the organisation's current marketing activity AND your recommendations. Whatever you choose, justify your choices.

You should select one of the organisations listed overleaf: