London School of Business & Finance (LSBF)

Module Assignment Title Assignment Type Word Count Weighting Student Cohort Issue Date Submission Date Feedback Date Issued by (Assessor) Internal Verifier Plagiarism

Marketing Management (MM) Applying for a Marketing Manager Job Individual Assignment 3,500-5,000 words 50% of final mark 28th November 6th January Kamila Kozak When submitting work for assessment, students should be aware of the LSBF guidance and regulations in concerning plagiarism. All submissions should be your own, original work. You must submit an electronic copy of your work. Your submission will be electronically checked.

Harvard Referencing

The Harvard Referencing System must be used. The Wikipedia website must not be referenced in your work. Upon completion of this assignment, students will be able to: 1. Clearly define a target market; 2. Identify marketing sectors and segments; 3. Characterise the ideal client for a particular organisation; 4. Implement market research into a holistic marketing plan. This assignment will be marked according to the following criteria: 70%+ The Harvard Referencing System has been both used and applied correctly. Very high standard of critical analysis using appropriate MM conceptual frameworks. Excellent understanding and exposition of relevant issues. Clearly structured and logically developed arguments. Good awareness of MM nuances and complexities, including theoretical challenges. Substantial evidence of well-executed independent research. Excellent evaluation and synthesis of source material. Excellent use of relevant data and examples, all properly referenced.

Learning Outcomes

Grading Criteria

60%-69% The Harvard Referencing System has been used and applied, but with minor errors. High standard of critical analysis using appropriate MM conceptual frameworks. Clear awareness and exposition of relevant issues. Clearly structured and logically developed argument. Awareness of MM nuances and complexities, some use of theoretical frameworks. Evidence of independent research. Good evaluation and synthesis of source material. Good use of relevant data and examples, all properly referenced.

50%-59% The Harvard Referencing System has been used and applied but some mistakes have been made. Uses appropriate MM conceptual frameworks, but may be lacking some depth. Attempts analysis but includes some errors and/or omissions of theoretical bases. Shows awareness of MM issues but no more than a general knowledge. Arguments are reasonably clear but underdeveloped. Insufficient evidence of independent research. Insufficient evaluation of source material. Some good use of relevant data and examples, but incompletely referenced.

40%-49% The Harvard Referencing System has been used and applied but major mistakes have been made. Less than adequate understanding of appropriate MM conceptual frameworks Writing is too descriptive and/or any attempt at analysis is superficial, containing errors and/or omissions. Shows limited awareness of MM issues but also some confusion on theories. Arguments are not particularly clear. Limited evidence of independent research and reliance on a superficial repeat of class material. Relatively superficial use of relevant data, sources and examples and poorly referenced material.

30%-39% The Harvard Referencing System has been used and applied sporadically but major mistakes have been made.

Weak understanding of appropriate MM conceptual frameworks Weak analysis and several errors and omissions of theoretical bases. Establishes a few relevant points but superficial and confused exposition of real-world issues. No evidence of independent research and poor understanding of class material. Poor or no use of relevant data, sources and examples, and no references.

Below 0-29% The Harvard Referencing System has not been used. Very weak or no understanding of appropriate MM conceptual frameworks. Very weak or no grasp of analysis of theories and many errors and omissions. Very little or no understanding of the MM issues raised by the assignment. No appropriate references to data, sources, examples or even class notes.

Assignment Scenario

For the duration of this coursework: For the duration of this coursework, assume that you have completed your masters degree program and you are applying for a Marketing Manager position as described below. Scenario: In a recent job advertisement on MarketingWeek, http://jobs.marketingweek.co.uk/job/453197/marketingmanagers/?LinkSource=TopJob the position of Marketing Managers was advertised. The following details were provided Recruiter: Almarai Company Website: www.almarai.com The Company Almarai is the largest integrated dairy foods company in the world with an unrivalled reputation synonymous with delivering excellence and quality across its entire range of products. Operating across the gulf region, Almarai currently employs over 29,000 employees servicing some 50,000 retail outlets with a turnover that exceeded $2.6 billion in 2012 An aggressive expansion program together with acquisitions in new vertical markets have created an exciting opportunity to join a dynamic multinational team dedicated to furthering growth plans for the group Applicants will only be considered if they are currently a marketing professional with a university business degree or marketing specialization. In addition we will only consider applicants with demonstrable marketing and or brand management experience within the following categories:

Dairy Liquids

Product Innovation [ Food/Beverage] Dates and Olives

You will be able to evidence well developed marketing skills supported by a proven and verifiable track record of delivering results in a competitive environment in the following areas: 1. Portfolio Performance 2. Marketing Planning

Develop the strategic 5 Year Plan and effectively implements the plan within the agreed time schedule Develop the marketing Plan and implement marketing plan Lead cross functional dialogue to ensure that adequate resources, both financial and capital, are assigned and made available to realize the plan

3. New Product Development 4. Communication & Media Planning 5. People Management

Assignment Task

Requirement: You have reviewed the job specification and believe you gave what it takes to do the job. You have decided to take a unique approach to getting the job which other candidates may not have thought about and have decided to supplement your application with a detailed marketing plan in other to provide the WOW (Working On Water) factor and get the edge over other candidates Prepare a Marketing Campaign Plan for your WOW factor in line with an assumed expansion plan for selling their products in the United Kingdom and eventually across Europe. Your plan should be structured and should follow best practices along the following lines: 1. Introduction and mission statement: (10 marks) the essence of your business your overall strategy key actions or areas you plan to exploit 2. Current market position and market overview (20 marks) Product - what products will Almarai be selling, what is their market position, what are their competitors?

Place - where are Almarai currently selling their product, how does this compare to competition. Price - what pricing policy does Almarai have? Do you discount? (make some assumptions here) How does this compare to competition? Promotion - what types of activities are Almarai currently carrying out? 3. SWOT analysis (20 marks)

Strengths and Weakness Analysis Opportunities and Threats Analysis Issues and Opportunities Analysis Competitor Analysis 4. Assumptions (10 marks) 5. Objectives (10 marks) 6. Strategy (30 marks)

Target Markets Positioning Statement and rationale Branding Strategy Product Strategy Pricing Strategy Distribution Strategy

Total marks 100 Good Luck!