Marketing Management

MARKETING MANAGEMENT   

 Task

• Your brand is New Balance Shoes.
• Answers must be written in essay format, which means that you shall provide you opinion on each topic.
• MS Word or PDF are mandatory.
• Questions:
  • Define Segmentation. Explain the different segments included in your brand’s Target Group.
  • Define emotional and functional brand benefits. Explain New Balance walking shoes emotional and functional benefits and how those relate to each other.
  • Analise New Balance External Marketing Environment using PESTLE.

Formalities:

• Wordcount: 800 – 1,500
• Cover, References and Appendix are excluded of the total wordcount.
• Font: Arial 12.5 pts.
• Text alignment: Justified.
• The in-text References and the Bibliography have to be in Harvard’s citation st

Weight:

• This task is a 30% of your total grade for this subject..

It assesses the following learning outcomes:

• Demonstrate understanding of the principles of marketing and their applicability.
• Illustrate the impact of effective marketing programs and marketing plans.

Rubrics

	Exceptional 90-100	Good 80-89	Fair 70-79	Marginal fail 60-69
Knowledge & Understanding (30%)	Student demonstrates excellent understanding of Marketing Management key concepts and uses vocabulary in an entirely appropriate manner.	Student demonstrates good understanding of the task and mentions some relevant Marketing Management concepts and demonstrates use of the relevant vocabulary.	Student understands the task and provides acceptable Marketing Management theory and/or some use of vocabulary.	Student understands the task and attempts to answer the question but does not mention key Marketing Management concepts or uses minimum amount of relevant vocabulary.
Application (25%)	Student applies fully relevant knowledge from the Marketing Management topics delivered in class.	Student applies mostly relevant knowledge from the Marketing Management topics delivered in class.	Student applies some relevant knowledge from the Marketing Management topics delivered in class. Misunderstanding is evident about the Ultimate Customer Benefit.	Student applies little relevant knowledge from Marketing Management topics delivered in class. Misunderstands are evident.
Critical Evaluation (25%)	Student critically assesses in excellent ways, drawing outstanding conclusions from Marketing Management topics delivered in class.	Student critically assesses in good ways, drawing conclusions from Marketing Management topics delivered in class.	Student provides some insights but stays on the surface of the topic. References may not be relevant.	Student makes little or none critical thinking insights, does not draw conclusions from Marketing Management topics delivered in class.
Communication (20%)	Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck	Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck	Student communicates their ideas with some clarity and concision. Long thick paragraphs make difficult to identify relevant topics and concepts.	Student communicates their ideas in a somewhat unclear and confusing way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.