Individual Essay Guidelines
Worth 20% Due Week 5
Marks 20 Words 1500
Choice of Topic from the subject outline
more marks if they choose a specific topic and relate to specific brands or
Discussion on theory maximum 30%
Students need to apply the marketing
concepts in real life business cases.
Students get top marks if they give examples
of brands or companies using marketing concepts to pursue their business.
References Harvard style
General presentation of the essay with
headings and subheadings.
Research atleast 2 to 3 articles on the
Students need to submit a soft copy on BB
and hard copy by due date.
Bit more insights into the essay;
one of the topics below:
Discuss the concept of perceived value and its importance to consumer
behaviour and marketing. Discuss the theory and then give practical examples of
how customers perceive various brands and how this impacts on their behaviour.
Perceived value and its importance to consumers
Choose 2 or 3 brands or companies and consumer’s
attitude towards these
Min 2 to 3 articles on these brands
To evaluate an organization’s Strategic Business Units (SBU), the Boston
developed a portfolio performance framework.
Explain BCG and SBU’s
Take 2 to 3 companies and explain how these
companies have been using this model
Min 2 to 3 articles
and positioning are interrelated activities which are important to achieving a
successful Marketing Mix. Discuss these concepts in theory and give practical
examples of how they can be applied to one industry of your choice. Examples of
an industry you might choose: fashion for men, or personal care products
(shampoo, shavers etc.), or pet products, or toys, or vehicles, or furniture,
or fashion for women, or financial services, or beverages, or baby products, or
snack foods or another industry.
Explain segmentation, targeting and positioning
Identify 2 to 3 brands or companies and apply how
these are using these concepts
Any under performing brand which is not using these
Or any brand repositioning
Min 2 to 3 articles
Marketing decision makers in a firm must constantly monitor competitors’
activities – their products, prices, distribution, and promotional effort.
Find 2 to 3 articles on any of the elements of
Your essay need to focus on how companies are
changing their MM to achieve growth, market share or profitability or brand
awareness or bran loyalty
Good market research and
environmental scanning forms the basis of success for other related marketing
activities. Discuss the theory and then give practical examples of what types
of market research and environmental scanning a company like Domino’s Pizza
should do and explain why.
Choose 2 to 3 business articles in market research
Explain how companies are doing environmental
scanning and market research and seeing some benefits for their business.
You can choose a company and analyse their past
performance due to effective market research done in the past
Why is it important to
do market research and adjust the marketing mix when entering into a foreign
market? Explain the theory and then give practical examples of how some
companies have already adjusted their marketing mix in foreign markets. Also,
explain what advice you would give the marketing team of “Vegemite” – if they
wanted to launch this product in a foreign market such as South Africa (or a
market of your choice), where people do not know the product/brand.
Identify 2 to 3 articles
Write on MM as how companies are reviewing their MM
while entering into foreign markets and getting success
Or any problems when they do not adjust their MM in