UMKDFG-15-M: Using relevant theories, frameworks, and concepts, analyze and evaluate the current position in which Wildland Park: Customer and International Market Analysis Coursework, UWE, UK

University University of the West of England (UWE)
Subject UMKDFG-15-M: Customer and International Market Analysis

Assessment Instructions

This assignment requires you to answer questions in relation to the case study ‘Wildland Park’. This is an individual, the case-based assignment is made up of two questions – a report on Wildland Park’s business and a reflection on your experience of applying academic theory to the case study (see below).

In order to pass this module, you need to achieve a mark of at least 50%. Marks are recorded as percentages and follow the usual conventions of rounding up and down.

Your report should adopt a formal structure, refer to key academic concepts and theories and utilize current market data.  Your work should be referenced using UWE Harvard Referencing.

Question 1

Using relevant theories, frameworks, and concepts, analyze and evaluate the current position in which Wildland Park finds itself, and make recommendations for a marketing strategy. Identify any risks or challenges associated with your recommendations.

There are three core sections to the analysis:

  1. Analysis and evaluation summarising the situation, strategic priorities, and alternative options – 1000 words
  2. Recommendations
  3. Challenges and risks

The remaining 1500 words cover sections 2 and 3.

You will be rewarded for relevant and well-integrated reading beyond the lecture content. Consult market reports via the Library, such as Mintel or Euromonitor, to familiarise yourself with the market.

Question 2: 

Select one theory/framework/concept that you have applied in answering question one. Assess its strengths and limitations for strategic marketing planning in the context of the Wildland Park case study.

Ensure you discuss the model or framework in the context of the case study. Give specific examples of how you were able to use the model or framework effectively, or examples of how it was limited in its usefulness. Write in the first person.

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