You will be required to undertake an individual written paper related to a particular organisation of your choice. This organisation can be one you work for or one you are familiar with. The overall aim is to evaluate ways in which changes within the global economy might impact upon marketing strategies and activities. You will be assessed on your ability to: A) Within a potential future economic scenario, critically evaluate the companys strategies for sustainable competitive advantage, segmentation (including targeting and positioning) and branding B) Using the same future economic scenario, critically evaluate its potential impact on the companys customer behaviour and how it might change C) Identify and critically assess opportunities for growth within the organisations MACRO environments D) Make clear links to the marketing theory that underpins your work E) Write a logical, well-presented and accurately referenced piece of work
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