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Explain the role of marketing communications and using a company of your choice, outline how they use the tools within the marketing communications mix.

U23353/U21670 Second Attempt Coursework
July 2015
Please read this carefully – the second attempt coursework is NOT the same as the original coursework submission for this unit.
Students must answer all 3 questions.
1) Using examples, explain what is meant by “environmental scanning” and why is it important for marketers to understand the nature of their marketing environment.

2) Explain the role of marketing communications and using a company of your choice, outline how they use the tools within the marketing communications mix.

3) How are “services” different to “products”? Using examples, outline some of the differences this makes to the marketing of them?
[Hint – think about the marketing mix (price, place, promotion etc) for the second part of this question]
Guidelines for completing the work
It is expected that you should be using and referencing credible sources to support your answers. The evidence may come from one of the recommended text books or a similar marketing textbook. You may also want to use press reports or trade publications (eg Marketing Week or Campaign) to find stories about marketing within organisations that might be helpful for providing examples. You must reference all your evidence/sources using the Harvard APA convention. You can use www.referencing.port.ac.uk to help you. At the end of your 3 answers, a reference list in Harvard APA format is required to show all the sources you have used.
To help you answer the questions, look at the lecture slides and recommended reading for the relevant sections of the unit.
The overall wordcount for this work should not exceed 1500 words and I suggest you use 500 words per question. In order to pass this second attempt, you need to demonstrate that you have met the learning outcomes for this unit (listed in the unit document).
This work needs to be submitted in paper format to the Undergraduate Centre by Friday 24 July 2015. It can be submitted earlier if you wish.


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