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BUSM137 - Introduction to Marketing Management 2024-25

Assessment Instructions

SEQ002 - CWK 60% Individual Project (3000 words)-

Deadline: Monday 04 August 2025, 3pm GMT

Assessment Instructions:

Students are asked to choose a particular brand within the market that they segmented in their group project and evaluate their chosen brand on three elements: targeting strategy, pricing strategy, and branding strategy. For each of these elements, students are required to discuss the current strategy taken by the company and provide suggestions for future improvements. Targeting, pricing, and branding strategies will be discussed in the class over the semester. Students will be provided with appropriate frameworks to these strategies. Multiple case studies discussed on each topic will also help students to evaluate strategies and provide actionable recommendations. The report should include:

1. section A- Brief overview of the brand (Desk research using SWOT or 5Cs)

2. section B- Targeting strategy (current strategy, your recommendations)

3. section C- Pricing strategy (current strategy, your recommendations)

4. section D- Branding strategy (current strategy, your recommendations)

General notes on written submissions:

1. Word count

You are allowed to exceed by 10% for each assessment.

Tables, diagrams, and figures that you copy from other sources will not count in word limit and can go to the appendix section; however, if you use multiple sources and make your own summary (e.g., a summary table/diagram), then it will count towards the word limit and you should add them in the main text.

References are not included in the word count.

2. Grading Criteria. Here are some pointers as to what I am looking for in your essays:

Evidence of reading the assigned literature and thinking about what kinds of theories or concepts might be useful in answering the questions. In other words: Evidence of understanding and ability to apply course concepts

Logic and justification of choices

And PLEASE reference throughout the text, even if you are just using the assigned material.

Word count: 3000

The use of generative AI not permitted.