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WHAT YOU HAVE TO DO: Critical Assessment (1000 words maximum)
In the development of strategic marketing plans an accurate assessment of our situation is necessary. To determine where are we now? and where do we want to be?, we utilise a number of marketing tools for analysis. Some of these are part of the Marketing Audit; some are utilised throughout the planning period. Typically, analysis tools require substantial environmental screening, coupled with detailed data input and internal analysis (e.g., PEST, SWOT, PORTFOLIOANALYSIS, Product Lifecycle, etc.). The organisational climate and market conditions vary and thus, tools have to be adapted to address weaknesses and to suit organisational and situational requirements. Therefore, many tools (also termed ‘models’ or ‘methods’) have been updated over time.
Most analytical tools are enabling us to assess the Status Quo – our situation at present – and we will have to determine and evaluate the strategic options for the future. The utilisation of competitive analysis tools (such as Porter’s Five Forces or Ansoff Matrix) help us to determine these options, influenced by the complexity of the environment in which we operate.
During the module we studied a number of those tools, models, and approaches. SEMINAR SESSIONS have been utilised to help you apply the tools, which now will help you developing your assignment. For your critical assessment, you will have to do the following:
Choose one analytical tool to evaluate in detail. Select a tool introduced
during the lectures, covered by the core textbook, supplementary textbook and/or further readings and apply those to your essay. Take advice from the
class sessions and utilise course notes.
Your evaluation has to be critical and you should base your assessment on academic sources. Most models have been criticised, researched on,modified, updated over time and you will need to capture these aspects in thedepth of your writing. You should not discuss views, opinions, approaches,etc. in isolation (i.e., side by side). By contrast, you should go beyondrepeating written material and should make your own interpretations on thebasis of academic text.
You are invited to illustrate your points with very short published
industry examples. However, be aware that the weight of your essay has to
rest on academic literature and the 1000 word count is limiting.
The sources you use must be in English. This includes websites, company information, etc.
Adopt an academic writing style. Ensure that you have substantial support with citations and references from a number of sources. Note that you should adopt the Harvard Referencing Style for citations and your bibliography. Clearly structure this academic part of the report by giving appropriate headings and sub-headings of sections.
Critical Assessment of one Analytical Tool (1000 words max., academic
writing style)
老师又加的建议如下……
With regards to your critical assessment on academic sources, I got an email asking what the following means (-> assessment brief): “You should not discuss views, opinions, approaches, etc. in isolation (i.e., side by side). By contrast, you should go beyond repeating written material and should make your own interpretations on the basis of academic text.”
This means that you would like to have an integrated discussion, which shows your level of ‘critical thinking’ (i.e., a process that you develop as a student, formally starting in a Bachelor Programme; this process continues on the Master level and beyond). For instance, rather than writing “Kotler measures product quality with X, Y, and Z and Miller measures it with X, S, T, and R” you would have to go beyond this description. You do not want to leave this ‘side by side’. Why does Kotler measure product quality differently to Miller? What are the reasons for it? Why is “X” a common measure that Kotler and Miler apply, etc. The discussion will be more integrated and you will take it beyond a mere side by side description, where authors’ views are given in isolation.
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