MKTU9SM Individual Assessment Instructions

Introduction

This document provides additional detail on the format and contents of the individual reports and should be read in conjunction with the Module handbook.

It is critical that you read this document in conjunction with Lecture 3.  Lecture 3 in particular provides details on the Marketing plan set out below and on what each section should focus. All the other lectures support this structure and build your understanding of the individual sections. As honours students you are expected to already have knowledge of these areas and where you may have forgotten or need more detail, then you are expected to research it.  This reflects the jobs you will be starting soon where no full manual of instructions will be available to guide you.

Of course I am available to answer your questions (after class or during office hours) but make sure you have read this document thoroughly and come with potential answers to your own questions and your own work so we can discuss your approach.

The assessment is designed around the core question for this course- ‘how do we deliver value to our customers in a sustainable manner?’ Or even more simply ‘how do we make truly sustainable products?’  The report is a basically a marketing plan but one uses frameworks learned on the course (Circular Economy, NSF, Input-Output analysis) to ensure that what is proposed is moving the product to a point in the near future, where you can say with confidence, that it is sustainable.

Be careful when choosing a product (I am using the broad definition of product here- a physical good, a service or an idea).  You will need to be able to find out information on what it is made of and its supply chain, so avoid complex goods and services.  I cannot expect you to find out exact details of the materials used and where they come from but you should be able to find out about similar or approximate materials and processes.  For example, I can’t expect you to find out the exact process by which Zara make a wool/nylon blend of fabric and where exactly these come from.  But you can find out where and how nylon is made and the modern supply chain for wool.  You can build your case from here on what you would change, though you should mention and appraise the limitations of your data.

The word limits mean you will have be think very carefully about what level of detail you put in each section and what format you use.  How can you present maximum information with the minimum amount of words?  It is up to you to decide how many words go in each section.

Part 1:  The Current Product and Sustainability Diagnosis

1. Executive Summary*
   1. Short overview of key findings.  NOT a section that just tells me about what you did.  Tell me what you found and plan to do.
2. Company and Brand Introduction
   1. A brief overview of the company, its capabilities and the product
3. Table of Contents*
4. Situational Analysis
   1. Macro-environmental analysis
   2. Micro-environment analysis
   3. SWOT
5. Market  and Marketing Summary:
   1. Segments, Targets, Current Position
   2. Statement of Value (Market needs being satisfied) and Customer benefits.

6. Marketing Mix (4 or 7 depending on product chosen)

Examine the current mix to set out how value is created, communicated and delivered whilst using sustainability frameworks to highlight issues that need t be addressed.  For example, the Product section would include a review of what it is made of, packaging, labelling, product range) AND an analysis using sustainability framework to highlight for example, an LCA or Input-Output based assessment of the impact of the product and issues diagnosed using the NSF and CE.

1. 1. Product (Idea, good, service)
   2. Price (Including cost to Citizen Consumer)
   3. Distribution (Channels)
   4. Promotion (Communication)
   5. Process
   6. People
   7. Physical Evidence

7. Summary of Key sustainability and broader value based issues

• e. what issues must changes to product address, ‘broader value’ means the output of the ‘Understanding value phase highlight changes required to Creating, Communicating and Delivering value

This plan will be marked and feedback provided that should then be incorporated in common sections in part 2

Part 2:  The Updated Marketing Plan:

1. Executive Summary*
2. Table of Contents*
3. Sustainability Goals for Product
   1. These will be restating much of section 6 above
4. Situational Analysis
   1. TBL SWOT: Economic, Environmental and Social issues
5. Market  and Marketing Summary:
   1. Segments, Targets, Intended Position
   2. Statement of Value (Market needs being satisfied) and Customer benefits.
6. Marketing Mix

• Again combining traditional and sustainable marketing frameworks to show what you plan to do and to justify why this will lead to a sustainable product.
• Consider what will be changed now and what will be changed in the future and justify these decisions.

1. 1. Circularity
   2. Product (Idea, good, service)
   3. Price (Including cost to Citizen Consumer)
   4. Distribution (Channels)
   5. Promotion (Communication)
   6. Process
   7. People
   8. Physical Evidence
2. Environmental Impact Projections (Lifecycle analysis and Input Output)
3. Implementation and Control
   1. Identifies innovation priorities required to meet ongoing goals

Notes

*Not in word count. Figures and graphs are also not counted

There are a number of section, particularly the Marketing Mix that are common to both submissions. You MUST undated and change these sections otherwise your Turnitin score will high and this can indicate self-plagiarism.  Remember you cannot submit the same project twice and expect to get credit for it both times