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The summative assessment of 2,500 words requires you to use relevant global marketing and ethical theories, frameworks and concepts from the module to analyse the sector within your chosen organization operates and to produce a consultancy report on the marketing challenges and opportunities it faces both now and in the future. Specifically, the summative assessment requires you to: 

• Use relevant global marketing and ethical theories, frameworks and concepts from the module to analyse the sector within which the organization operates and the marketing challenges and opportunities it faces both now and in the future.
• Building on the formative, develop a consultancy report as if for presentation to the Board of your chosen organization. The report needs to cover, amongst other things:
  • Introduction to the organisation, including, for example, the sector and countries within which it operates. Identification of the organisations core capabilities/strengths.
  • Analysis of the global environment of the business using selected theories from this and previous modules (eg market audit)
  • Identification of key threats and opportunities within that environment
  • Analysis of the organisations current marketing activity and ethical stance, using theories and concepts from the module (eg IMC theory, stakeholder-led approaches and so on). This should include details of its marketing approach and an analysis of whether this could be improved to capitalize on the threats and opportunities you have identified.
  • This should include your assessment as to what extent is the company is capitalizing on the available market opportunities, your argument as to whether its marketing strategy is global/local or otherwise, and your judgement on how it is performing in terms of ethical considerations.

Writing in report format: The assessment is to be written in the format of a report. The following document gives a brief introduction to writing and formatting reports, together with some ideas on sources of further guidance. Note that whilst business reports would not normally use Harvard referencing and would be unlikely to talk in depth about theoretical concepts, within the academic context of your assessment Harvard referencing should be used and relevant theory from the module discussed and applied.

have identified a couple of reports written for a different module which I hope will help you. Please note:

• i) the reports provided here are from a different module and answer different questions to the ones you have been set
• ii) the reports do NOT demonstrate sample content. However, they do give examples of
  • a) how to use theory within your assessment (note you may well be using different theories)
  • b) how to illustrate theory with examples from the study of a real- life organisation
  • c) use of tables, appendices etc to present extra information
  • d) writing in report format (though there are other ways of doing this see the Guide to Report writing above).
• iii) both reports provided here would receive above average marks in the context for which they were written. However, it is up to you to use the guidance you have already been given on your assessment including the guide to report writing, the Universitys guide to Harvard referencing and the extra tips document to develop your own reports in response to the questions you have been set.