strategic marketing activity or case study
Dear Students,
During the 4th week, you are required to submit your first written summative
assessment of 4800 words, which counts for the 80% of your overall grade. Please
pay attention on the below Task Requirements:
Task:
“The best marketing strategies aren’t top down, they’re outside in, starting with
the customers’ needs and wants.”
Critically analyse this 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.
Plagiarism
You are free to quote directly or indirectly from any publication, provided that you
give a reference for the author or originator. In other words, if the research or the
views you cite are not your own, then you MUST acknowledge your source(s), in
accordance with the Harvard style whereby citations are made in the text by author
and date, with a full alphabetical listing at the end of the paper. If you fail to
acknowledge your sources, you run the risk of being accused of plagiarism, which is
an academic offence. The University’s guidelines on academic offences are available
online. http://asaqs.southwales.ac.uk/documents/download/5/
Please note that tutors cannot read large amounts of material prior to handing in, so
please do not ask them to do so. We can advise on style and overall structure but will
not proof read. Draft assignments cannot be evaluated by module staff. Please
submit your work through the Turnitin link set up in the Assessment folder on the
module’s Blackboard site. Please use your University identification number, not your
name, and ensure that the document is clearly marked in terms of your Scheme, the
module and the module leader. Number each page of the document submitted. It is
recommended that you place your identification number on each separate page of
the document.
Length: A word processed essay with referencing to literature. The essay will be
4,800 (+/- 10%) words (inclusive of appendices, NOT inclusive of references).
Submission deadline: End of week 4
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