Question Details

Master of Business Administration
Marketing Management
Part 1
Assignment
Assignment Brief
As part of the formal assessment for the Master of Business Administration you are required to submit a Marketing Management assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.
 
Aim
The aim of this assignment is to assess whether the learning outcomes of the module have been met.  The first part involves using marketing theory to evaluate the  marketing strategy of IBM.  The second part involves developing a marketing strategy for a new product or service that you think IBM should offer. 
 
 
Learning Outcomes for the Marketing Management Module:
After completing the module the student should be able to:
              Critically evaluate the information needs of the marketing function in terms of its contribution to the strategic processes and tactical decision-making.
              Integrate marketing decision making with organisational strategy.
              Establish a broad base of marketing knowledge and the strategic implications.
              Develop and implement marketing plans for a product or service.
              Reflect an international perspective and the global context of decision making in marketing planning.
              Evaluate the appropriateness of e-business strategies.
 
Assignment Task
 
Instructions
Part 1
Using marketing theory and concepts, critically evaluate the marketing strategy of IBM.
You should begin with a general evaluation of their marketing strategy and then consider each of the following: 
•	An assessment of the importance and the use of information in their marketing strategy.
•	A discussion of how their marketing strategy is related to their overall organisational strategy.
•	An analysis of how the global context has been incorporated into their  marketing planning.
•	A reflection on how they have embraced e-business strategies in their marketing. 

Guidelines
 
Research the company and then use the information you have gathered to support your answer.  Ensure that your answer is underpinned by marketing theory. 
 
Always reference any material and ideas that are not your own.  Avoid copying and pasting material from the internet.  Either re-write material in your own words or use inverted commas “”.  Use the Harvard system of referencing.  
 
Word Limit
2,500 excluding references and appendices. Penalties will be applied for assignments exceeding the word limit.



Business Assignment Help, BusinessHomework help, BusinessStudy Help,Business Course Help