AAA628 – Strategic Marketing (SM) Weekday Mode 2


The University Of Warwick



Module Code

AAA628 - Strategic Marketing (SM) Weekday Mode 2

Part 1 (Approximately 1000 words)

Reflecting upon your experience of playing the Marketplace Simulation, critically evaluate which of the decisions that your group made related to the marketing mix had a) the greatest positive impact and b) the greatest negative impact on your final results.

Part 2 (Approximately 3000 words)

Your parent company in the Marketplace Simulation has decided that the experiment has been a success. As a result, they would like your firm to continue selling 3D printed carbon fibre bicycles. Unfortunately, all of your competitors have decided to continue as well. Based on the situation at the end of the Marketplace Simulation, your task is to create a Strategic Marketing Plan for your firm for the next year.

Your Strategic Marketing Plan must contain the following sections:

  • Introduction (approximately 200 words): Including Firm Vision, Firm Mission; Overall Objective(s) intended to be achieved through the Strategic Marketing Plan.
  • Marketing/Situational Analysis (approximately 1500 words). Including
    1. Internal Analysis: This must include data about your firm from the Marketplace Simulation
    2. External Analysis: This must include data about your competitors, customers and markets from the Marketplace Simulation
  • Marketing Strategies and Goals(approximately 500 words): Including identification, evaluation and selection of your strategy (or strategies) intended to appeal to your firm’s target customer segment (or segments). Please note Marketing Strategiesare not the same as the Marketing Mix which is tactical.

Proposed Marketing Programmes/Conclusion (approximately 600 words): Including recommendations for an appropriate Marketing Mix and relevant control mechanisms intended to achieve the marketing goals. It is not necessary to provide a budget or specific implementation/action plan, but please ensure any recommendations could be reasonably achieved within one year.

  •  Reference List
  • Appendix (if necessary)

Word count
Word limit: 4000 with a tolerance of 10%.This does not include: Tables, Diagrams, Figures, the Reference List or any Appendices. A penalty of 1% will be applied for every 100 words over this limit (over 4400 words)

Module learning outcomes (numbered)

1) Critically evaluate a range of strategic marketing tools/models/techniques in order to justify their inclusion and application in a Strategic Marketing Plan
2) Analyse the impact of external and internal environmental factors on a Strategic Marketing Plan and adapt accordingly
3) Interpret what different customer segments value and decide upon an appropriate mix of tactical marketing decisions in order to achieve clearly defined strategic objectives.

Learning outcomes assessed in this assessment (numbered) 1,2,3
Marking guidelines

Marks will be based on the WMG Post Module Assignment Criteria (https://warwick.ac.uk/fac/sci/wmg/ftmsc/postmodulework/pma/marks/ )and allocated as follows:
Part 1 Critical Comprehension & Analysis 22
Part 2 Critical Comprehension & Analysis 66
Presentation 12
Total: 100
Academic guidance resources

For Part 1, the communication style should be in formal business language, but emphasize objectivity and candour. As this is a reflection you may use “I”, “We” and so on.

For Part 2, you may use any tools, models, or techniques which were discussed during the module or which you find in the relevant academic literature. However, you must justify the inclusion of each tool, model, or technique through the critical evaluation of the appropriate academic literature. This applies to tools from the lectures as well.
Please note that the majority of the marks for Part 2 will be gained through the academic justification of the appropriate tools, models or techniques. Simply applying a range tools, models or techniques without justification will not be sufficient to pass.
You can use “we” when referring to your company, but you should not refer to individuals or your team.

For both Parts 1 &2 you MUST use data from the simulation to support your arguments. Please refer to the PMA briefing session for further information or contact the Module Tutor via email.

The following is pre-populated for PGT assignments only:
Writing your Post-Module Assignment (PMA): specific additional advice for WMG’s Postgraduate Taught Students

As a postgraduate level student in WMG you may have some concerns about your ability to write at the high standard required. This short guide is intended to provide general guidance and advice. It is important that if you have any questions you discuss them with your module tutor. Remember, in writing your PMA you need to meet the expectations of the reader and university.

A good PMA generally requires you to answer the question and to include…

1. A title, with your student number, module, lecturer’s name and any other documentation required by the university.
2. A contents page and if appropriate, an abstract.
3. An introduction which acts as a ‘map’ to the rest of the document, describing the aim or purpose of the work and explaining how this aim is achieved. At this point it is usually helpful to paraphrase your conclusion.
4. Evidence of an appropriate level of background reading of relevant texts.
5. Evidence of systematic and clear thinking, indicative of good planning and organisation.
6. Writing which makes sense, is clearly and carefully presented (proof-read and grammar checked).
7. A critical style of writing which compares and contrasts the main theories, concepts and arguments with conclusions that are based in evidence presented.
8. High levels of accurate academic referencing.
9. A logical and well-defined structure with headings and subheadings.
10. Clearly labelled and well-presented diagrams and other graphics that are discussed in the text.
11. Adherence to usual academic standards including length and a timely submission.
12. A reference section in which every source that is cited in the text is listed.
Where to get help:

1. Talk to your module tutor if you don’t understand the question or are unsure as to exactly what is required.
2. Study, Professional and Analytical Skills (SPA) Moodle site – we have a lot of resources on this website with workbooks, links and other helpful tools. https://moodle.warwick.ac.uk/
3. The university Academic Writing centre provides workshops and useful tools to help you in all aspects of your work. https://warwick.ac.uk/services/skills/academicwriting/
4. Avoiding Plagiarism, the university’s site to help you to reference properly https://moodle.warwick.ac.uk/course/view.php?id=42224
5. Wellbeing support services https://warwick.ac.uk/services/wss
6. Numerous online courses provided by the University library to help in academic referencing, writing, avoiding plagiarism and a number of other useful resources. https://warwick.ac.uk/services/library/students/your-library-online/