The Assessment Task

To conduct a marketing audit of an organisation/company or brand that is relevant to your

degree and your professional development. Students must make use of relevant academic
concepts to structure their investigation and to facilitate their analyses.

The module offers the opportunity to develop considerable skills relating to employability -
secondary data research and business report writing with evidence-based analysis.

To achieve this, you will need to create an appropriate marketing audit structure that contains
the following content:

1. Executive Summary (300)

2. Contents Page
3. Introduction
4. Background – bg whole market + bg VN market (800)
5. Situational Analysis
a. Macro Environment Analysis – PESTLE IN VN (800)
b. Micro Environment Analysis – 5 FORCES IN VN (800)
6. Analysis evaluation (500)
7. SWOT (500)
8. Strategic Imperatives (500)

The complete work will be a 5,000 word report (+/-10% word count). Harvard referencing
must be used throughout.

This project is designed to be undertaken using SECONDARY RESEARCH ONLY.

The project assignment is designed to be completed using secondary sources only, such as
MINTEL, KEYNOTE, Business databases, Journals, newspaper sources, online sources, and
other already available and published sources.