Critically evaluate and give evidence of both past and current marketing management concepts and theories and critically evaluate the way in which marketing theory relates to marketing practice.

You work as a junior marketing consultant in a marketing and branding agency in
London. Your employer specialises in providing consultancy to innovative startup
businesses in London & widely the UK. Your manager wants you involved with one
of his four potential clients. and has asked you to write a marketing report on one
of the following companies:
1. BeZero Carbon – https://bezerocarbon.com/
2. Hamilton George Care – https://hamiltongeorgecare.com/
3. PolyAI – https://poly.ai/
4. All Things Butter – https://allthingsbutter.co.uk/
All the companies above have performed exhaustive primary and secondary
research on the UK market and have undertaken a detailed situation analysis (both
internal and external). All the above companies have current marketing strategies
and tactics in place in the UK.
ASSESSMENT TASKS
Write a marketing REPORT on ONE of the above companies. You MUST only choose
from the above list, failure do so will carry a penalty

Task 1 – 40 marks 

A. Critically evaluate the Segmentation, targeting and positioning strategies and
create a perceptual map. 

B. Critically evaluate the branding elements of the chosen organisation with
justifications underpinned by taught academic theories and models. 

Task 2 – 50 marks 

A. Critically evaluate the Marketing mix (Product, Price, Place, and Promotion)
and make your recommendations for the improvement of the promotions mix. 

B. State the tools and metrics that are and could be used for promotional
activities.
Academic skills – 10marks
Introduction, company profile and conclusion. Content of report to demonstrate
research, academic skill and integrity, and academic references.
Page 4 of 10 

READING REQUIREMENT 

Textbooks:
• Andrews, J. Shimp, T. (2017) Advertising, Promotion, and other Aspects of
Integrated Marketing Communications (10th edition), South West
• Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing: strategy,
implementation and practice. Seventh edition. Harlow: Pearson Education.
• Kotabe, M. and Helsen, K. (2022) Global Marketing Management (9th
edition). Hoboken: John Wiley & Sons, Inc.
• Kotler, P., Keller. K.L., Chernev, A. (2022) Marketing Management Global
Edition (16th edition), Harlow Essex: Pearson.
Academic Journal articles:
• Dash, G., Kiefer, K. and Paul, J. (2021) ‘Marketing-to-Millennials: Marketing
4.0, customer satisfaction and purchase intention’, Journal of business
research, 122, pp. 608–620. Available at:
https://doi.org/10.1016/j.jbusres.2020.10.016.
• Lang, L.D., Lim, W.M. and Guzmán, F. (2022) ‘How does promotion mix
affect brand equity? Insights from a mixed-methods study of low
involvement products’, Journal of business research, 141, pp. 175–190.
Available at: https://doi.org/10.1016/j.jbusres.2021.12.028.
• Martínez-López, F.J., Anaya-Sánchez, R., Fernández Giordano, M. and
Lopez-Lopez, D. (2020) ‘Behind influencer marketing: key marketing
decisions and their effects on followers’ responses’, Journal of marketing
management, 36(7–8), pp. 579–607. Available at:
https://doi.org/10.1080/0267257X.2020.1738525.