8/12/2019 BUS 504 Assignment 2 Dec 2013
1/4
Page 1of 4
ASSIGNMENT FRONT SHEET
Student Name:
Certification: I cert i fy that the whole of th is work is the
resul t of m y indiv id ual ef for t and that al l
quotat ions from books, per iodicals etc. have been
acknowledged.
Student Signature: Date:
Student Registration Number:
Student email address :
Programme : BA Business Year/Level : 5
Academic Year : 2013/14 Semester : 1
Module title : Delivering Customer Value Assignment No. :
2Module code: BUS 504 Word guide: 2500 (Max)
Percentage Weighting of this assignment for the module: 50%
Issue date : Return date :
Lecturer : Dr SS Dadwal Second marker : Richard Small
Notes for students :
1. Hard copy of assignment should be stapled in the top left
corner and submitted to the School Office.
2. Electronic copy of assignment should be submitted through the
Turnitin software.
3. 10% of marks are awarded for satisfactory use of language
and/or good presentation.
4. 5% of marks are awarded for satisfactory referencing and/or
presentation of a bibliography where either is required.Note that
all referenced work should be obtained from credible sources.
5. Students should ensure that they comply with Glyndwr
Universitys plagiarism policy.
6. Students should make correct use of the Harvard referencing
method.
Learning Outcomes Tested in this Assignment: To utilise
marketing research approaches, to identify an
organisations resource capability and risk assessment to
underpin a business case for a marketing projects and to
design, develop and plan marketing programmes using project
management tools in order to deliver marketing projects
effectively.
Overall Comment :
Mark (%)
BUS I N E SS & MA NAGEMENT
8/12/2019 BUS 504 Assignment 2 Dec 2013
4/4
Page 4of 4
DELIVERING CUSTOMER VALUE THROUGH MARKETING.
ASSIGNMENT 2:
This Assignment Comprises 50% Of The Marks Available For This
Module
The focus of this Assignment is on the following learning areas
from the course:
Customer Value as a Marketing Project driver & Service Mix
Management
Project Management creating value building and value for money
experience
The Management of the Marketing Mix over time
Risk Management and Project Sustainability
Project Resource Management and organisation
The Project Management Planning Process
The Marketing Planning Process
ASSIGNMENT TASK:
Choose a company (which you have not studied in prior
assignments) in a competitive fastmoving industry and market.
Working in small groups of two or three people as a Marketingteam,
design and deliver the following marketing project. The assignment
assessment will be
based on submission of a final group report from your team
(2,500 words).
You are working as a Marketing team to develop a new incremental
product for a new market.
(This is a product which has smaller step changes rather than
large innovation changes).Explain who might inform development of
the new product and how it will fit into thecompanys current
portfolio by assessing existing customers, the company and its
resourcecapabilities and, your chosen newmarketplace. Identify a
new target market for your productbased on delivering maximum value
creation in the eyes of potential customers in your newlychosen
market segment (s). In completing the report, identify the
appropriate marketing mix,and assess and highlight any potential
risks in the product launch. Reflect on project andmarketing
planning associated issues.
ASSIGNMENT ADVICE:
To perform effect ively in th is assignment yo u wi l l need
to:
Research and chose an appropriate organisation
Research and chose an appropriate incrementally developed new
product (not a brand new
product development) to introduce to the company to add to its
portfolio of products
Assess how change management acted to improve the projects and
their competitive value
to the respective organisations
Delegate the work amongst your team effectively
Write up your findings effectively in a clearly structured
business style report.
