The best marketing strategies aren’t top down, they’re outside in, starting with the customers’ needs and wants.

Assessment Category 1: Written Assignment / Report 1 on live strategic marketingactivity or case study

Dear Students,

During the 4th week, you are required to submit your first written summative assessment of 4800 words, which counts for the 80% of your overall grade. Please pay attention on the below Task Requirements:


The best marketing strategies aren’t top down, they’re outside in, starting with the customers’ needs and wants.

Critically analyse this statement using Amazon as your case study organisation. You should aim to show whether customer voice drives strategic marketing decisions in this organisation making reference to relevant academic literature in the process.

For completing this Task successfully, you must read carefully the 4th week’s content, the recommended reading materials that are uploaded in this week’s section, as well attain Amazon’s information in relation to their marketing strategies.

For reaching information about Amazon, you may either have a direct search to Amazon’s website or look for industry related information such as Amazon’s press releases.

A strong assignment submission must include the following:

  • Relevance
  • Good Portion of Knowledge
  • Consistent Analysis
  • Argument Structure
  • Critical Evaluation
  • Good Presentation
  • Reference to Literature

In order to complete this activity you need to consider the following:

  • Utilise academic research using literature from journals, books, etc.
  • Undertake a critical evaluation making effective use of evidence and sources
  • Present findings in an appropriate format (ensure that Harvard referencing is used)

Guidelines for completion:

  1. The word limit is 4,800 words, +/- 10% inclusive of appendices. Bear in mind that the appendices count towards the word limit so avoid including organisational material such as annual reports in any appendices.
  • Where you quote directly or take ideas from something you have read you must reference these correctly using the Harvard referencing system, not numbered footnotes.
  • Assignments should be word-processed in Times New Roman 12 point type.
  • Write clearly and professionally, avoid use of the first person such as ‘I’ or ‘we’ and take pride in the presentation and spelling.
  • It may sound obvious, but make sure you answer the question. A good conclusion is crucial for good marks.


You are free to quote directly or indirectly from any publication, provided that you give a reference for the author or originator. In other words, if the research or the views you cite are not your own, then you MUST acknowledge your source(s), in accordance with the Harvard style whereby citations are made in the text by author and date, with a full alphabetical listing at the end of the paper. If you fail to acknowledge your sources, you run the risk of being accused of plagiarism, which is an academic offence.

Please note that tutors cannot read large amounts of material prior to handing in, so please do not ask them to do so. We can advise on style and overall structure but will not proof read. Draft assignments cannot be evaluated by module staff. Please submit your work through the Turnitin link set up in the Assessment folder on the module’s Blackboard site. Please use your University identification number, not your name, and ensure that the document is clearly marked in terms of your Scheme, the module and the module leader. Number each page of the document submitted. It is recommended that you place your identification number on each separate page of the document.

Length: A word processed essay with referencing to literature. The essay will be 4,800 (+/- 10%) words (inclusive of appendices, NOT inclusive of references).

Submission deadline: End of week 4