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Business and Management

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UNIVERSITY OF SUNDERLAND

International Foundation Programme

LEVEL: 0
MODULE: Introduction to Marketing
MODULE CODE: IFP005
MODULE LEADER: Susan Hakim
ISSUE DATE: February 2011
DUE DATE: 11th May 2011
Contribution to Unit Assessment: 80%
Word Limit: 1600 + Research Summary, Bibliography and Appendices
Please read all instructions and information carefully. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations.

Assignment Description:
You are required to write an individual report considering your customer-experience or aspiration with regard to a PREMIUM PRODUCT.

From your perspective as a USER of such products, you should examine how your chosen marketer has ‘serviced’ & interacted with you as a customer using your understanding & appreciation of marketing, and the extent to which your needs & wants are satisfied.

Task:

Showing your understanding of the Principles of Marketing in regard to the PREMIUM PRODUCT-MARKET through application of the following concepts, CONSIDER AND EXAMINE:

• CONSUMERS NEEDS, WANTS (IN THE INTRODUCTION & THROUGHOUT THE REPORT)
• STEP ANALYSIS OF YOUR CHOSEN PRODUCT
• THE MARKETING MIX – THE 4 P FRAMEWORK, INCLUDING THE ANATOMY OF A PRODUCT, PREMIUM PRICING STRATEGIES, DISTRIBUTION CHANNELS & PROMOTIONAL MIX
• CONSUMER SATISFACTION (THROUGHOUT THE ‘P-FRAMEWORK’ AND IN THE CONCLUSION)
Format & Word length:
Your work must:

• be in report format
• include full references using the Harvard Referencing system
• 1600 words in length excluding research summary, bibliography and any appendices
• Note – recommendations are not required

Suggested report format:

1.0 Introduction 2.0 Decision-Making Process 3.0 4P or 7P Framework 4.0 Conclusion

Research Summary
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