Module Code: MC4061QA

Module Subject: Principles of Marketing

Assessment: Individual written Report (1500 words)

The aim of the assessment is to enable you to apply the knowledge gained during the module and to analyse the service marketing issues affecting one organisation in a particular service sector.

You are required to choose an organisation which operates in the UK from any of the following service sectors:

  • Marketing
  • Retail
  • Professional services
  • Fashion
  • Leisure
  • Tourism
  • Aviation
  • Creative industries
  • Financial services
  • Education
  • Not for Profit/Charity



You must produce a marketing report which includes the following in relation to your chosen organisation:

  1. An analysis of the strengths, weaknesses, opportunities, and threats (SWOT) facing the organisation based on properly referenced sources.
  2. Identification of the organisation’s key service  marketing challenges (Weakness and Threats) for the next 3 years, drawing on secondary research and analysis.
  3. Analyses the threats through the lens of theoretical principles of services marketing and provide recommendations to overcome challenges within the constraints of Strengths and Opportunities.

The report should be 1500 words maximum (without appendices). Please use tables and diagrams where possible to stay within the word count.

Assessment  Criteria                                       

  • The use of the relevant services  marketing  theories and analytical  framework in your answer to the above tasks.
  • Evidence  of well-structured  and logical  marketing report  with introduction, main body, and conclusion.
  • Word  limit  1500 words  maximum  (excluding  references  and appendices).


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