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You are expected to select a live/real organisation that is suitable to the task and launch a new product/service. Please discuss with your lecturer before proceeding. For your Portfolio, you need to complete the following tasks:

Task Description

Successful brand extensions allow companies to diversify their offerings and increase their market share. Brand extension will provide any company a competitive advantage over its rivals that do not offer similar products.

You are expected to select a live/real organisation that is suitable to the task and launch a new product/service.

Please discuss with your lecturer before proceeding.

For your Portfolio, you need to complete the following tasks:

  • Develop a new brand extension for the organisation you have selected for one of their product/services.
  • Determine segmentation, targeting and positioning for the new brand extension.
  • Develop a detailed customer personal profile for the new brand extension, including demographic and psychographic information.
  • Develop the marketing mix strategies for the new brand extension (4Ps/7Ps)

Learning Outcomes

Upon the successful completion of this module, the student should be able to:

  • Critically appraise key marketing activities and the contribution of the marketing department to the organisation.
  • Anticipate and critically evaluate future developments in the field of marketing, especially through technology.