Faculty of Business Environment and Society
Module No: 100MKT MODULE TITLE: Marketing Research 1 2015-16
Coursework Number or Title: Coursework 1 – Individual

Word Length: 2000 words (+/- 10%)

Submission: 27 June 2016 @ 23:55 online only via Turnitin

Contributes 50% to total module mark

Answer all parts of the question:

Explain the value and limitations of secondary information to organisations. Use secondary sources to describe and analyse the cinema market in the United Kingdom.

You have been tasked to deliver a business report to cover the following:

1.Provide a summary of the advantages and disadvantages for organisations in using secondary information (guide: 500 words).
2.4P analysis of the key brands in the UK cinema market (guide: 750 words).
3.Using a PEST analysis supported by background research, explain the current trends relevant to the UK cinema market (guide: 750 words).

As a minimum, your report must include at least one reference from each of the following sources:

·An academic text book (other than the core module textbook)

·A peer-reviewed (academic) journal article

·The Office of National Statistics (www.ons.gov.uk)

·A market research database (such as Mintel, Keynote, etc.)

·A company website

·An article or story from the ‘business press’ (such as Marketing Week, Brand Republic, BBC, quality newspapers etc.)

You must also include a full list of references at the end of your work, ensuring that these are referenced and cited correctly using the CU Harvard Referencing system (please see guide on Moodle page for further details).

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