Describe the elements that make up the marketing mix.

BCO324 Cases in Marketing
MID-TERM ASSESSMENT: Case Study Analysis
Case Study Analysis: 40% of total course grade
Submission: 23rd August at 23:59
Students must analyse two case studies. These case studies have a list of questions you must answer.
Step 1: Read case study and questions carefully. Highlight the main points of the case and any issues that you
can identify. Read the questions closely and analyse what they are requiring you to do.
Step 2: Identify the issues in the case study an important part of your answer is to analyse the situation and to
identify the issues/actions described in the case which may be problematic. The following questions may help
you to do this:
What actions were taken in the case?
Were these actions the most appropriate and why?
Were there any consequences of the taken actions?
Was anything omitted or not considered?
Were actions/procedures in line with existing codes of practice, policy or theories?
STEP 3: Link theory to practice. Use your knowledge of existing codes of practice, theories and/or other
professional documents and behaviours to decide what was done appropriately and what was not.
Instructions and Grading Criteria
The document should be 2,000 words maximum and address the following points listed below.
Elements to address by your case studies analysis and grading distribution:
Case Study 1: Planning effective marketing strategies for a target audience
1. Describe the elements that make up the marketing mix. (10 marks)
2. Explain the term sponsorship. Name a sponsorship deal that you think was effective. Explain
your answer. (10 marks)
3. Analyse the importance of using both above-the-line and below-the-line promotion for an
effective marketing campaign. (15 marks)
4. Evaluate the effectiveness of adidas’ use of social media in its ‘Take the Stage’ campaign. (15
Case Study 2: Effective strategies for long-term growth
1. Explain the terms ‘vision’ and ‘aims’. Give examples related to NATS and a business of your
choice. (10 marks)
2. What is a SMART objective? Explain one benefit for NATS of setting SMART objectives. (10
3. Analyse how having clear, long-term strategies supports NATS’ vision for global expansion.
(15 marks)
4. To what extent can having a clear vision, strategies, aims and objectives guarantee a business’
success? Use the case study to support your ideas. (15 marks)

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