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LO1. Analyse the changing business environment(s) globally and how they pose challenges to marketing management functions in organisations.

LO2. Develop marketing plans with application of appropriate marketing models, tools and techniques

LO3. Evaluate the processes involved in brand management and how they influence consumer behaviour

LO4. Evaluate the skills set needed as a creative marketer to launch new products/services in a dynamic global marketplace.


Assessment Brief: Task and General Guidelines-

Ideal Word Count: 3500

This assignment requires you to develop an individual case study dealing with aspects of marketing management based upon choosing a relevant marketing case study. You need to apply key concepts of marketing management to your experience by choosing an organization from the list of 25 disruptive brands‘ available here:-

You MUST follow the Project Report format, which should contain the following sections:

  1. Introduction: You should also provide some background information on the case study organisation and a brief explanation on the various aspects of International Marketing management that are relevant to the products/services offered by the organization. [500 words]
  2. Literature Review: You should conduct a review of relevant academic literature using at least 6-8 articles taken from reputed research journals/ article publications, as well as in addition consider any other secondary literature reports, company data/ any other relevant data, to critically analyse the available literature. The literature review should be based on (1200 words): -
  3. A brief critique on the current issues in marketing relevant to the chosen organisation.
  4. The changing global business environment and the challenges this poses on the marketing management practices employed by the organisation.
  5. The development of a Marketing plan by applying relevant tools, models, and techniques to support your analysis. The plan should be developed about the organisation.
  6. Application of theory to practice: You need to compare actual practices in the case study organisation with the key academic thinking established in the review of literature. It may point out similarities and differences, agreements and contradictions, arguments and counter arguments, and suggest explanations for these relationships. The focus of this section needs to be (1400 words): -
  7. An evaluation of marketing mix for the organisation.
  8. To evaluate the relationship between three elements of consumer analysis and to establish how these three elements help the Brand (for the organisation) develop effective marketing strategies.
  9. Establish the role of marketing models concerning the given organisation; you should include at least one model among (Porter’s Model, SWOT Analysis, and PESTLE) and at least one Model among (BCG Matrix, Ansoff Matrix and Product Life Cycle Model).
  10. Conclusions and Recommendations: You should summarize the main findings, including their implications, and provide recommendations that directly relate to this analysis. (400 Words)


  1. Presentation and References: You should use the Harvard Referencing System (HRS) correctly throughout in your report.

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