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Academic Assignment-2

Part A

(1500 words)

Select an organisation and discuss how the macro environment has influenced its marketing decision making, for the last 12 months, and how it is likely to influence its future decision making.

Part B

(1500 words)

Using the same organisation, discuss how the marketing mix is used by the strategist to gain competitive advantage in its chosen sector.

Assessment Guideline

Presentation: (10%)

Consideration of the following aspects:

Report format

General layout

Structure, proper use headings

English structure, grammar, spelling and proof reading

Proper use of the Harvard system of referencing and citation

Consistency in referencing is an absolute must here to score well

Research: (30%)

Here one should look for a wide range of research sources to optimise the objectivity of the report:

Reports with extensive relevant referenced research should score 70% or above in this section;

Use of academic sources References should not be older than 2009. Atleast 12-15 references of which 7 should be from books or journals.

Use of COMPANY INFORMATION SOURCES alone should be penalised, commanding a maximum of 40% in this section.

Analysis: (30%)

Your analysis should draw upon your research. Use concepts, theoretical frameworks and relevant models garnered from your sources in your answer. Be critical of others explanations and develop your own where appropriate.

Content: (30%)

Kỹ năng: Tài chính, Nghiên cứu tài chính, Viết báo cáo

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