Analyse the process of strategic market creation and legitimization for a product or service of your choice.

Individual Coursework Assessment
For the individual coursework, each student must submit an individual 2,000 word (+/- 10%) written report that addresses one of the following coursework briefs:
Option 1: Analyse the process of strategic market creation and legitimization for a product or service of your choice.
This individual coursework gives you the opportunity to critically interrogate the process of strategic market creation and legitimization. The coursework requires you to engage with a current market creation case (product or service) of your choice. Building on the lectures (week 11-13) and seminar 1 activity, you are asked to apply relevant theoretical concepts from the field of strategic market creation to analyse your chosen empirical case. This coursework requires that you research relevant secondary data regarding your specific product or service of choice, such as media coverage, governmental and industry reports or NGO publications to perform your empirical analysis. The key reading for this coursework will significantly help you in understanding how to apply the theoretical concepts to the empirical case of your choice:
Humphreys, A., 2010. Megamarketing: The creation of markets as a social process. Journal of
Marketing, 74(2), pp.1-19.
This coursework takes a macro-approach to analysing, understanding and managing an organisation’s current and future external environment and will help you understand how organisations (can) engage in the deliberate, strategic co-creation of that environment. This coursework prepares for a career in marketing communications, public relations and public affairs as well as entrepreneurial activities.
Option 2: Develop a strategic marketing plan for a product or service that experiences a major challenge at the time of writing.
This coursework requires you to identify a product or service that is struggling on the market in the recent past (no longer than 1 year ago). Your task is to analyse the root cause of the problem and to develop a modified strategic marketing plan, accordingly. The marketing plan must follow a professional marketing plan structure. Building on the lecture from week 14 (and if relevant to your chosen case, week 15), and your engagement with the activities in seminars 2 and 4, you will apply strategic marketing concepts to recommend an improved strategic marketing plan for the chosen product or service. This coursework requires that you research relevant secondary data about your chosen product or service and that you develop your own, evidence-based strategic recommendations.
To remind yourself of the strategic marketing plan structure and key strategic concepts that must be included in your coursework, please refer to:
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage. Oxford University Press, USA. [ISBN: 9780199684090]
Humphreys, A., 2010. Megamarketing: The creation of markets as a social process. Journal of
Marketing, 74(2), pp.1-19.
This coursework helps you to practice the analysis and interpretation of relevant evidence to recommend and inform strategic decision making. You will practice the key skills of problem analysis and the development of a strategic marketing plan to realise organisational objectives.

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