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1hls ls Lhe flrsL of Lwo componenLs LhaL assesses Lhe overall module. 1he presenLaLlon should
address Lhe Lasks menLloned and you should ensure LhaL Lhey demonsLraLe LhaL Lhey have achleved
Lhe ouLcomes sLaLed. ?ou should prepare a supporLlng handouL ln whlch you summarlse Lhe key
polnLs of Lhelr presenLaLlon, you should also presenL Lhe presenLaLlon slldes and accompanylng
speaker noLes when submlLLlng Lhls asslgnmenL.
?ou are advlsed Lo develop Lhe slldes ln a professlonal manner. ldeally, you should refraln from
lncludlng a large amounL of lnformaLlon wlLhln a sllde. ?ou are advlsed Lo maxlmlse Lhe use of vlsual
daLa on slldes. ?ou can use Lhe slldes Lo presenL lmporLanL lnformaLlon ln polnL form and use Lhe
speaker noLes Lo provlde comprehenslve lnformaLlon. ?ou should malnLaln conslsLency beLween
whaL you presenL and whaL ls conLalned wlLhln Lhe handouLs when presenLlng lnformaLlon durlng
assessmenL,
Marks wlll be awarded for Lhe formaL of Lhe presenLaLlon along wlLh Lhe lnformaLlon conLalned
wlLhln. Lnsure LhaL Lhe speaker noLes complemenL Lhe slldes as well as make sense wlLhouL Lhe
vlsual ald of Lhe slldes when presenLed alone.





A%,K,

?our presenLaLlon should be based on a company of your cholce. ln your presenLaLlon you should,

1. ldenLlfy Lhe exLernal facLors lmpacLlng upon Lhe organlsaLlon
2. ldenLlfy Lhe key forces acLlng upon Lhe company
3. PlghllghL how Lhe organlsaLlon can galn a compeLlLlve advanLage ln respecL of Lhe exLernal
facLors and forces
4. ldenLlfy poLenLlal and fuLure challenges for Lhe organlsaLlon



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J-#$80+)#(8-
1hls asslgnmenL accounLs for 70 of your overall module grade. lL ls an lndlvldually wrlLLen
asslgnmenL of abouL 3,000 words (10 -/+) excludlng appendlces, Lo be submlLLed Lo LSS 8uslness
School on Lhe deadllne shown ln Lhe sLudenL porLal wlLh Lhe approprlaLe cover noLe accordlng Lo Lhe
guldellnes glven ln Lhe sLudenL handbook.
?our work ls expecLed Lo be analyLlcal and evaluaLlve, consolldaLe on relevanL Lheory and lndlcaLe a
good level of appllcaLlon ablllLles. ln order Lo compleLe Lhls asslgnmenL you are requlred choose a
company of your cholce and Lo provlde a presenLaLlon ldenLlfylng Lhe exLernal facLors lmpacLlng
upon Lhe organlsaLlon, ldenLlfy Lhe key forces acLlng upon Lhe company and hlghllghL how Lhe
organlsaLlon can galn a compeLlLlve advanLage ln respecL of Lhe exLernal facLors and forces and
ldenLlfy poLenLlal and fuLure challenges for Lhe organlsaLlon.
Any maLerlal LhaL you wlll declde Lo use as a resulL of your research would need Lo be submlLLed aL
Lhe back of your asslgnmenL ln Lhe form of an appendlx Lo ensure LhaL Lhe LuLor ls also brlefed Lo Lhe
same level as you, when assesslng your work.
1ake greaL care and follow Lhe wordlng below carefully, Lo ensure LhaL you have covered all Lhe
requlremenLs sufflclenLly, accordlng Lo Lhe glven Lasks below.
A%,K,

1hls Lask ls based on crlLlcal evaluaLon of Lhe buslness plannlng and sLraLegy of an organlsaLlon wlLh
whlch you are famlllar. ln parLlcular, you are requlred Lo wrlLe a formal reporL of abouL 3,000 words
(10 -/+) excludlng appendlces. 70 of Lhe LoLal mark ls allocaLed for Lhe reporL.

ln Lhe process of dolng so, you are expecLed Lo dlscuss all of Lhe followlng aspecLs ln Lhe maln body
of Lhe reporL:

ldenLlfy Lhe buslness plannlng and sLraLegy used ln Lhe organlsaLlon (vlslon, mlsslon
sLaLemenL).
ldenLlfy Lhelr goals and values processes (eLhlcal, culLural, envlronmenLal, soclal and
buslness ob[ecLlves).
ldenLlfy how Lhe organlsaLlon monlLors and evaluaLes lLs ob[ecLlves, sLraLegles and goals.


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Pas presenLed an answer wlLh an ouLsLandlng resulL wlLh a mlnlmal number of errors
8eflecLs an excellenL level of knowledge and undersLandlng of relaLed models, Lheorles
and frameworks. AnalyLlcal Lechnlques used are of hlgh sLandards LhaL dlsplay Lhe
requlred breadLh and depLh.
AblllLy Lo apply models, Lheorles and frameworks Lo lnLerrelaLe and conLexLuallse
flndlngs ls of hlgh sLandards.
1he analysls and lnLerpreLaLlon of research relaLed daLa, as well as Lhe ablllLy Lo use Lhe
daLa Lo reach accepLable and accuraLe concluslons ls ouLsLandlng.
Answers reflecL lndependenL LhoughL and clarlLy wlLh an overall focused and evaluaLlve
answer
Pas followed approprlaLe Parvard referenclng ln Lhe blbllography.

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1he answer reflecLs an above average sLandard wlLh errors.
8eflecLs a good level of knowledge and undersLandlng of relaLed models, Lheorles and
frameworks. 1he use of analyLlcal Lechnlques ls evldenL LhroughouL Lhe answer ln a
manner LhaL reflecLs a very good level.
AblllLy Lo apply models, Lheorles and frameworks Lo lnLerrelaLe and conLexLuallse
flndlngs ls of a good sLandard, however, ls qulLe broad ln cerLaln lnsLances.
1he analysls and lnLerpreLaLlon of research relaLed daLa, as well as Lhe ablllLy Lo use Lhe
daLa Lo reach accepLable and accuraLe concluslons ls of a good sLandard.
Answers reflecL lndependenL LhoughL and clarlLy wlLh an overall focused and evaluaLlve
answer. neverLheless, does noL reflecL conslsLency aL all levels.
Pas followed approprlaLe Parvard referenclng ln Lhe blbllography.

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1he answer reflecLs an above average sLandard wlLh errors.
8eflecLs a general level of sound knowledge and undersLandlng of relaLed models,
Lheorles and frameworks, Lhough wlLh noLable errors. 1he use of analyLlcal Lechnlques ls
evldenL LhroughouL Lhe answer ln a manner LhaL reflecLs a very good level.
AblllLy Lo apply models, Lheorles and frameworks Lo lnLerrelaLe and conLexLuallse
flndlngs ls of a reasonable level, however, Lhe llnk beLween Lheory and pracLlce pro[ecLed
Lhrough Lhe presenLaLlon of flndlngs has been resLrlcLed.
8eflecLs more assumpLlons raLher Lhan valld argumenLs based on analysls of research
daLa. Powever, has dlsplayed sound lnLerpreLaLlve and evaluaLlve ablllLles.
Answers reflecL lndependenL LhoughL and clarlLy wlLh an overall focused and evaluaLlve
answer. neverLheless, does noL reflecL conslsLency aL all levels.
8elaLlvely approprlaLe Parvard referenclng ls evldenL ln Lhe blbllography.




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ulsplays several shorLcomlngs LhroughouL Lhe answer.
8eflecLs a llmlLed level of knowledge and undersLandlng of relaLed models, Lheorles and
frameworks.
1he use of analyLlcal Lechnlques ls also llmlLed.
1he degree of accuracy and research ablllLles are somewhaL llmlLed and Lhe
lnLerpreLaLlon and Lhe appllcaLlon of flndlngs reflecL a superflclal characLerlsLlc.
A cerLaln level of approprlaLeness ls evldenL ln Parvard referenclng ln Lhe blbllography.
Answer reflecLed ls weak and lacks proper focus.
8eflecLs a hlgh level of poor grammar and spelllng errors.
undersLandlng of sub[ecL knowledge, relaLed models, Lheorles and frameworks ls poor.
ConLexLuallsaLlon, lnLerpreLaLlon, and evaluaLlon are of poor sLandard.
8eflecLs baslc level of Parvard referenclng ln Lhe blbllography.



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8equlres more work on overall answerlng skllls.
very llLLle evldence of approprlaLe sub[ecL knowledge has been reflecLed.
1he evldence of Lhe use of approprlaLe models, Lheorles and frameworks ls qulLe poor.
1he analyLlcal skllls and conLexLuallsaLlon ls almosL non-exlsLenL.
Answer produced has llLLle relevance Lo Lhe asslgnmenL brlefs.
1he overall ouLpuL ls well below Lhe requlred sLandard.


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Conslderable amounL of work ls needed as Lhe overall answer lL qulLe weak and
unaccepLable.

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Cne 4. CrlLlcally analyse Lhe lmpacL of pollLlcal,
economlc, soclal, Lechnologlcal,
envlronmenLal and legal facLors on an
organlsaLlon.
3. ldenLlfy Lhe key forces LhaL represenL boLh
opporLunlLles and LhreaLs Lo organlsaLlons
wheLher for proflL or noL-for-proflL.
7. CrlLlcally analyse fuLure challenges
affecLlng sLraLeglc buslness managemenL and
plannlng
1. ldenLlfy and crlLlcally evaluaLe Lhe maln
characLerlsLlcs of producL and servlce deslgn
and lnnovaLlon from Lhe markeLlng
perspecLlve,
2. ulsLlngulsh beLween Lhe key characLerlsLlcs
of Lhe deslgn process ln Lhe conLexL of
sLyllsLlc change, fashlon and consumer LasLe,
lncludlng Lhe naLure of deslgn managemenL
and Lhe lmporLance of deslgn and lnnovaLlon
ln enhanclng compeLlLlveness,
3. CrlLlcally appralse Lhe lmporLance of
paLenLlng ldeas, deslgn reglsLraLlon, Lrade
marklng and lnLellecLual properLy on new
producLs and servlces,
4. CrlLlcally examlne Lhe lmpacL of currenL
developmenLs ln deslgn and producL/servlce
dlffuslon and lnnovaLlon on mass
cusLomlsaLlon and markeLlng
communlcaLlons.
6. CrlLlcally evaluaLe Lhe lnLernaLlonallsaLlon
process for a range of companles ln varlous
lnLernaLlonal markeLs, lncludlng Lhe
evaluaLlon of successful crlLerla
7. CrlLlcally assess Lhe posslble culLural lssues
faclng flrms enLerlng lnLernaLlonal markeLs

1. Analyse Lhe crlLlcal success facLors for an
SML wlLhln an lndusLry where lL ls operaLlng.
3. ldenLlfy Lhe key challenges faced by
organlsaLlons ln Lhe Lhlrd secLor.

1. ldenLlfy Lhe value proposlLlon of an
organlsaLlon and demonsLraLe how lL
provldes a
compeLlLlve advanLage for Lhe organlsaLlon,
2. CrlLlcally evaluaLe Lhe value proposlLlons of
a range of companles compeLlng ln a markeL
secLor,
3. lrom Lhe analysls of Lhe value proposlLlons
ln 1 and 2, synLheslse a value proposlLlon for
a company ldenLlfylng how lL wlll galn a
compeLlLlve advanLage,
4. Manage lnformaLlon from a range of
sources ln Lhe formulaLlon of a vlable value
proposlLlon.
3. CrlLlcally evaluaLe opporLunlLles ln a secLor
of Lhe economy wlLh respecL Lo markeLlng
concepLs and Lheorles.





1wo 1. CrlLlcally assess Lhe naLure, scope and
need for sLraLeglc buslness managemenL and
plannlng ln lnLernaLlonal proflL and noL-for-
proflL organlsaLlons.
2. CrlLlcally evaluaLe classlc and
conLemporary models, concepLs and Lools ln
buslness sLraLegy and plannlng.
3. Appralse processes by whlch organlsaLlons
ldenLlfy Lhelr goals and values.
4. CrlLlcally analyse Lhe lmpacL of pollLlcal,
economlc, soclal, Lechnologlcal,
envlronmenLal and legal facLors on an
organlsaLlon.
3. ldenLlfy Lhe key forces LhaL represenL boLh
opporLunlLles and LhreaLs Lo organlsaLlons
wheLher for proflL or noL-for-proflL.
6. CrlLlcally evaluaLe Lhe sLraLegy process for
an organlsaLlon Lo achleve compeLlLlve
advanLage
7. CrlLlcally analyse fuLure challenges
affecLlng sLraLeglc buslness managemenL and
plannlng
3. ldenLlfy, develop and apply approprlaLe
markeLlng sLraLegles for lnLernaLlonal
markeLs
8. LffecLlvely manage lnformaLlon from a
range of sources ln Lhe producLlon of a
markeLlng sLraLegy

2. CrlLlcally evaluaLe an enLrepreneurlal
approach to marketing operations in SMEs.
3. ueslgn a LheoreLlcal consLrucL whlch
reflecLs Lhe culLural, pollLlcal and
organlsaLlonal dlmenslons assoclaLed wlLh
Lhe role of markeLlng ln Lhe publlc secLor.
6. CrlLlcally analyse Lhe value of such a
consLrucL ln conLrlbuLlng Lo Lhe changlng
agenda of cusLomer focus ln Lhe publlc
secLor.
7. CrlLlcally evaluaLe Lhe role and
effecLlveness of markeLlng ln Lhe publlc
secLor.
6. ConsLrucL Lhe framework for an lnLegraLed
sLraLeglc markeLlng plan as lL relaLes Lo an
organlsaLlon operaLlng ln Lhe chosen secLor
of Lhe economy.
7. ueslgn markeLlng campalgns, or parLs
Lhereof, embraclng new and lnnovaLlve
concepLs whlch push forward Lhe knowledge
base of Lhe dlsclpllne, for example ln Lhe arLs,
servlces, relaLlonshlp or Lechnology
markeLlng.
8. uevelop a crlLlcal worklng knowledge of
Lhe lmporLanL managemenL Lools and
Lechnlques ln Lhe markeLlng plannlng
process, synLheslslng and applylng Lhese
where posslble Lowards new cusLomer/cllenL
soluLlons and beneflLs.
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lor a company of your cholce you
are requlred Lo provlde a
presenLaLlon ldenLlfylng Lhe exLernal
facLors lmpacLlng upon Lhe
organlsaLlon, ldenLlfy Lhe key forces
acLlng upon Lhe company, hlghllghL
how Lhe organlsaLlon can galn a
compeLlLlve advanLage ln respecL of
Lhe exLernal facLors and forces,
ldenLlfy poLenLlal and fuLure
challenges for Lhe organlsaLlon
100
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1) ldenLlfy Lhe buslness plannlng
and sLraLegy used ln Lhe
organlsaLlon (vlslon, mlsslon
sLaLemenL)
13
2) ldenLlfy & evaluaLe Lhe goals $-2
values process (eLhlcal, culLural,
envlronmenLal, soclal and
buslness ob[ecLlves)
30
3) ldenLlfy & evaluaLe how Lhe
organlsaLlon monlLors and
evaluaLes lLs ob[ecLlves,
sLraLegles and goals.

43


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LxecuLlve Summary
8elevance Lo Lhe Lasks
use of supporLlng concepLs
and frameworks
Parvard 8eferenclng
rofesslonal Lone and
references
AppllcaLlon of Lheory
ercenLage of plaglarlsm
reporL
10
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