Analysis and Decision making in Marketing

Analysis and Decision making in Marketing

Course Code and Title: MKT5110	Course credits:
Semester: 2	Time and Place of the Lecture: Tuesday, 18:30-19:45, 20:00-21:15, #219/Valikhanov bld

Instructor: Alexander Yakovlev	Office phone: NA
Office: 307	Office hours: Tuesday/Friday, 17:30-18:30
Email: [e-mail]	Teaching assistant’s learning support hours: NA

Final Project Requirements

Analysis and Decision


Students are expected to:

• Undertake a strategic audit of the organisation in order to assess its ability to deliver its business and marketing strategy.
• Make strategic choices and decisions based on that audit within the context of a dynamic global market place.
• Focus on the tools for strategic decision making, including financial and risk analysis for each decision.

Analysis and Decision Syllabus

Your Final project will consist of three distinct but interlinked parts:

Part 1: The Strategic Audit

Part 2: The Strategic Options

Part 3: Making Strategic Marketing Decisions

Analysis and Decision Final Project Basis

- You chose a Company for evaluation and identify all required data from the Company’s website

Results evaluation:

Task One: Worth 20 marks

Task Two: Worth 10 marks

Task Three: Worth 10 marks

Final results: 40 marks

Task 1. Prepare an Audit

You will need to undertake a strategic marketing audit of the Company to analyse its current market position, brand strategy and key factors impacting success and growth, including consideration of competitive positioning, competitive advantage and value creation.

Typical contents/analysis: PESTEL, Porter’s Five Forces, SWOT, Stakeholder Analysis, Brand Equity, McKinsey’s 7s, Cultural Web, Porter’s Generic Strategies, Ansoff’s Matrix, BCG Matrix, Value Chain Analysis, Core Competences, Risk Assessment/Scenario Planning, Financial Performance Indicators etc.

· The analysis should be limited to six pages

· The analysis should start with a brief introduction

· The analysis should be strategic instead of tactical

Task 2. The Strategic Options

2.1 Critically evaluate the Company’s brand strategy, using appropriate measures, its contribution towards increasing the organization’s value and brand equity.

2.2 Your Company is likely exploiting opportunities in international markets and you are asked to consider how the organization can work with its stakeholders to maximise opportunities.

Task 3. Making Strategic Marketing Decisions

3.1 Considering the challenges the Company faces with in the international market, assess the options available to the Company, when developing defensive strategies to protect its brand value.

3.2 Considering the organization’s financial position, its strategic risks, organization risks propose mitigating strategies to overcome risks.

Дата добавления: 2015-08-28