Final Project

Overview

Throughout the module, you will participate in activities and complete assignments that will help prepare you to complete this Final Project. Many of the elements for your Final Project will first be submitted as Individual Assignments during the various units. You will have a chance to revise and improve them before submitting your Final Project, based on feedback from your Faculty Member and peers. Use the instructions below to complete all required elements of your Final Project.

For this Final Project, imagine that an organisation that owns and manages a brand is experiencing a critical downturn in its business. The organisation needs to expand its brand offerings to be competitive in a global market. You are tasked with developing a new product that would fit within this brand to introduce to a new international market (i.e. outside the organisation’s home market).

To select an organisation and brand to feature, refer to Interbrand’s list of top 100 global brands. An Interbrand report is included in the Unit 1 Readings. Select one brand from among the last 50 brands (i.e. 50–100) of the Interbrand list to feature in your Final Project. Choose a brand that is more focused on business-to-consumer (B2C) products.

During the course of developing this Final Project, you will be conducting research in the following areas:

Organisational business strategy and objectives
Organisational internal and external environments
Brand marketing strategy and objectives
Market research approaches
Marketing communications, with an emphasis on the opportunities afforded by digital communications
Strategies for building a competitive advantage
The result will be a paper of approximately 6,000 words with the following components.

Your Final Project in this module consists of two parts:

Part 1: Strategic Marketing Plan
Section 1: Situational Analysis (1,500 words)
Section 2: Marketing Plan (3,000 words)
Section 3: Critical review of a current debate in marketing and brand management (1,500 words)
Part 2: PPDP Update (not assessed)
Final Project Part 1: Strategic Marketing Plan

Section 1: Situational Analysis (1,500 words from Units 1 and 2)

Compile a synopsis of your Individual Assignment entries from Units 1 and 2. Include feedback from your Faculty Member and colleagues.
Add a reflection summarising what you have learned from completing your Unit 1 and 2 Individual Assignments, highlighting specific attributes that would help in determining an organisation’s current strategic marketing situation in preparation for selecting a new product to introduce in an international market.
Use diagrams and tables to illustrate your points and save on word count.

To review:

In Unit 1, you selected one organisation to feature throughout this Module whose marketing and brand management strategies you researched. You then conducted an informal situational analysis on the organisation you chose.
In Unit 2, you described a fictitious product idea that would be a logical fit for your chosen organisation and brand. You then analysed the role of market research in the marketing strategy for introducing a new product and explored the buying process.

Section 2: Marketing Plan (3,000 words from Units 3, 4 and 5)

To review:

In Unit 3, you examined whether your new product proposition was right for your target market by going into more detail into segmentation, targeting and positioning (STP). You also described the brand and product value proposition.
In Unit 4, you analysed the current marketing mix of your chosen organisation and created a new marketing mix for your fictitious new product.
In Unit 5 , you developed strategies to build a competitive advantage for your chosen organisation.

Section 3: Critical review of a current debate in marketing and brand management (1,500 words)
Select a current debate in marketing and brand management.
Search the Internet and University of Roehampton Library and identify a relevant article about the current debate you selected.
To complete the critical review, compose an essay of approximately 1,500 words that includes the following:
An introduction paragraph identifying the current debate you selected and why it interests you.
A paragraph critically reviewing the article you identified.
An explanation of what side, if any, you take in the debate, incorporating learning from the module. If you did not take a side, explain why.
Please note:

Word counts: Submissions that range from 10% below to 10% above the recommended word count are acceptable. Students should recognise that assignment submissions that fall outside these parameters may be marked down, since the quality of the assignment is likely to suffer accordingly.
All citations in your Final Project should be supported with appropriate literature sources. These should appear in Harvard format in a References section at the end of your paper.

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