_­­AE2 Portfolio 2 

Portfolio Number 2

Task:

Important Portfolio Dates:

Portfolio Page 1

Market Research

1.       Introduction to Market Research

This section will include the THEORY on:

• What is `market research` - include a definition
• Why it is undertaken

2.       Market Research Process

• Explain what the market research process is
• Include the market research process diagram
• Apply the market research process diagram to your selected company.

3.       Questionnaire Design

• Include a definition - what is a questionnaire
• Justify how you designed the questionnaire - remember to include:
• 9 questions - You must justify why you have asked each question and why you used closed or open questions.  This must be related to the same company you used in Portfolio 1 in relation to the company’s desire to expand its market share through the opening and introduction of a new shop in Southampton.
• You will use SurveyMonkey to develop your Questionnaire but you will not be distributing your Questionnaire to anyone. Those students looking for an `A` grade should take the time to type up their questionnaire using survey monkey and INCLUDE a link to it on their portfolio page.

Support with relevant images and videos.

Assessment Due Date:

Portfolio Page 2:

Product

Marketing Mix -Product:

1.       Introduction to Product

Define and briefly discuss:

• What is a product?
• Why companies need to know about the marketing of products/services?
• Benefits to the business from developing the product marketing mix?

2.       Application to your selected company

Make PRODUCT/SERVICE recommendations for the company. You can support your discussion/application with images of each of the concepts below. 

• Total Product Offering (core, basic, augmented, perceived) - explain what the concept is (you can reference this) THEN apply to your selected company.
• Product Development- explain what the concept is (you can reference this) THEN apply to your selected company.
• Managing the product lifecycle - explain what the concept is (you can reference this) THEN apply to your selected company.
• Managing the Boston Matrix - explain what the concept is (you can reference this) THEN apply to your selected company.

Support with relevant images and videos.

Portfolio Page 3:

Promotion

1. Introduction to Promotion

Define and briefly discuss:

• What is meant by promotion?
• Why companies need to know about the promotion of products/services?
• Benefits to the business from developing the promotion marketing mix?

2.Application to your selected company

• Promotion strategy - explain what the concept is (you can reference this) THEN apply to selected company.
• Marketing Communications – identify and discuss specific promotion tools that your selected company could be using to reach their target audience.

Support with relevant images and videos

Portfolio Page 4:

Place

1. 1.       Introduction to Place

You should define and briefly discuss:

• What is meant by place?
• Why companies need to know about the concept of place when developing the marketing mix?
• Benefits to the business from developing the place marketing mix?

1. 2.       Application to your selected company

• Place management - explain what the concept is (you can reference this) THEN apply to your selected company.
• Marketing functions in the supply chain - explain what the concept is (you can reference this) THEN apply to your selected company.

Support with relevant images and videos.

Portfolio Page 5:

Price

1.      Introduction to Price

Define and briefly discuss:

• What is the price?
• Why companies need to know about marketing their products/services at the right price ?
• Benefits to the business from developing the price marketing mix?

2.       Application to your selected company

• Pricing objectives -- explain what the concept is (you can reference this) THEN apply to your selected company.
• Pricing methods - explain what the concept is (you can reference this) THEN apply to your selected company.
• Pricing strategies - explain what the concept is (you can reference this) THEN apply to your selected company.
• Pricing tactics - explain what the concept is (you can reference this) THEN apply to your selected company.

Support with relevant images and videos.

Portfolio Page 6:

Marketing Mix (7Ps):

Overall Recommendations

• Very briefly introduce this section - state what it is that you intend to present on this page.
• Application to your selected company

In this section you need to make marketing mix (7p) recommendations for your live client. REMEMBER to tie in with the initial objectives/brief that your live client presented. 

Use a subheading for each of the P`s:

• Product
• Promotion
• Place
• Price
• Physical evidence
• People
• Process

1-2 paragraphs for each of the 7ps
You can refer back to previous portfolio pages and also include any images/videos/ media to help you make your recommendations.

Portfolio Page 7:

Critical Self Reflection

You are required to write a self-reflective report, critically assessing your E-portfolio. This will support and underpin your justification of your choice of marketing mix recommendations for your selected company.  The word limit for this is 500 words.  You will discuss the outcome of what you have learned this year whilst producing the marketing portfolio for the selected company.

• This is a personal piece – written in the 1^st person = you can use ‘I’.

Purpose of critical self-reflection
Defining characteristics of self-reflection is the involvement of the student in:

• Identifying standards and/or criteria to apply their work,
• Making critical judgements about the extent to which they have met these criteria and standards.
• Development of skills in self-assessment lies at core of Higher Education.
• Students obtain more feedback, both self and tutor.

The following should be included in the Critical Self Reflection page:

1. Positive comments about your portfolio – what was good and why.
2. Constructive comments regarding your portfolio – what could be improved and why.
3. Problems encountered with undertaking this portfolio.
4. Most rewarding aspect of the portfolio.
5. Most challenging aspect of the portfolio.
6. Skills developed (academic and transferable).
7. Skills still need to be developed and identification of how these could be developed.
8. How you developed your peer review skills and further support required to develop this.
9. Further support you would have liked from tutor.
10. Comment on your attendance and contribution in class.
11. Further evaluation and reflection not covered in points above.

Include bibliography demonstrating reading into critical self-assessment/reflection