Identify research requirements to begin to solve a business/marketing problem in a company.

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Marketing & Communications in a Digital World 


Module code and title: Marketing & Communications in a Digital World Module leader:  
Assignment No. and type: Report 2,500 of which presentation notes should be included Assessment weighting: 100%
Submission time and date:   Target feedback time and date: 3 weeks from the date of final submission
Assignment task
The assignment will be a report and presentation that allows you to demonstrate your knowledge on the challenges and functions faced by businesses when relaunching a product. You will be required to prepare an individual product “pitch” presentation including slides and script with supporting marketing research  and analysis.
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
LO 1 Analyse the effectiveness of the marketing mix for any given company or brand.
LO 2 Identify research requirements to begin to solve a business/marketing problem in a company.
LO 3 Plan, implement and critique a programme of marketing research.
LO 4 Analyse the effectiveness of marketing planning within a commercial business
Task requirements
OVERVIEW Marketing and communication are key elements of every organisations activity, its importance is also growing in the non-commercial, public and voluntary sectors, the heart of marketing are the customers.   As a marketing specialist you have been appointed by the product manager, you are to oversee and to plan and relaunch a product into the market. You have been given a choice of two product the Nokia 3310 and Coca Cola.


For the presentation and report you must choose either the Nokia 3310 or the Coca Cola drink. Both products are no longer on the market for many reasons, but both companies feel like now is the right time to relaunch.

NOKIA 3310
After 17 years Nokia has decided to relaunch the Nokia 3310, Nokia first launched the phone in the year 2000, and is looking to relaunch on the 26th of February 2021, its yet to be decided if the phone will feature some new functionality.

Coca Cola
On May the 8th 1886 the first bottle of Coca Cola was launched, after 99 year in April 1985.
Iconic drink “New Coca Cola" was launched which was only on the shelves for 79 days. The relaunch is to be brought back in honour of Netflix series Stranger things.

Report Tasks (1500 Words)
1) Explain all seven sections of the marketing mix for when your chosen product first launched. The analysis should include identification of the positive and negative effects of all seven segments of the marketing mix.
2) As part of the relaunch, you will first need to carry out market research. You will need to identify. which methods of market research you will use and why they are suitable for the company and product you have chosen.
3) Create a detailed marketing research plan and carry out the research, this should include the variety of methods that you have discussed in your report previously (section 2). Upon completion of the research discuss the strengths and weaknesses of the research and its findings in relation to the product relaunch.

Presentation Tasks (1000 Words)
1) Produce a presentation with images and a full worded script that ‘pitches’ the planned product relaunch to the chosen company executives.  The pitch should include all the following:
a) An overview of the effectiveness of the elements of the relaunch marketing mix.
b) An identification of the projected success of the product based on the market research.
c) A detailed explanation of how an effective marketing campaign can help lead to commercial success.

You must reference all information used in the report, and presentation materials using the Harvard Referencing Guide.

See attached grid for grade descriptors.
This assignment should be submitted electronically via Moodle (module tutors will discuss this process with you during class time).

  • Please ensure that your work has been saved in an appropriate file format (Microsoft Word, Excel or PowerPoint, or PDF are the most widely used; Google Docs is also accepted). Your file must also contain at least 20 words of text, consist of fewer than 400 pages and be less than 40MB in size.
  • You can submit your work as many times as you like before the submission date. If you do submit your work more than once, your earlier submission will be replaced by the most recent version.
  • Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment
  • You are reminded of the University’s regulations on academic misconduct, which can be viewed on the University website: -=-=-=-=-=-=-=-=-=-=- In submitting your assignment, you are acknowledging that you have read and understood these regulations

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