K1 - Knowledge and understanding of different areas of marketing, the relationships between them and their
application to international business organisations
K2 - Understanding of markets and their operation for goods and services across a global environment
K3 Understanding of the relationship between organisations and their customers
K4 - Appreciation of the development of appropriate marketing tools and tactics within a changing environment
Skills
S1 - Ability to identify, interpret and analyse approaches to communication in a marketing environment
Assessment
Length: 3,000 words
Format: Report
Weighting 100% of the marks for the module
2 | P a g e
Task
You work in the marketing department of Marks & Spencer Head Office.
https://corporate.marksandspencer.com/contact/headquarters
The board of directors have asked you to undertake a marketing audit of the business’s current performance and have
tasked you to undertake an evaluation of the organisations current marketing strategy and position in the market.
The directors have asked that you include a proposal of two sets of market segmentation criteria which could be
successfully targeted by the business. You must undertake suitable market research to explain how these chosen
customer groups will grow the business within the retail marketplace.
The report must clearly demonstrate your understanding of buyer behaviour and show suitable research to justify
your chosen marketing strategy to meet the requirements of the suggested segments and move the business forward.
The report must be fully Harvard referenced and make use of appendices material where appropriate.
Assessment Regulations
For further information regarding Assessment Regulations, extenuating circumstances or extensions and academic
integrity, please refer to your Programme Handbook on the University of Sunderland in London information page on
Canvas
Submission guidelines
There are currently two steps that you need to follow to ensure that you successfully submit your work for marking.
Your submission links will become available approximately 3 weeks prior to your submission deadline, along with
detailed instructions on how to submit your assignment, but in the meantime please feel free to also watch this
Assignment Submission Instructions video.
Grading
You will be marked in accordance to the University of Sunderland assessment criteria attached below. The assessment
criteria covers; Relevance, Knowledge, Analysis, Argument and Structure, Critical Evaluation, Presentation, Reference
to Literature.
Sample Solution