LUBS2850 Marketing

Semester Two 2023/2024

General information about this exam:

To aid your understanding of the focal company [British Broadcasting Corporation (BBC)], we provided some reading material. Feel free to use the information provided in the reading materials to inform. your answers.

Question 1:

Please imagine that you are a marketing consultant for the BBC.

a)  Please perform. a PEST analysis.

Before you conduct the analysis, please explain what the PEST analysis is and define its elements. Limit the number of PEST-items to a maximum of two for each category (e.g., discuss no more than two political factors for the PEST analysis). (20 marks)

b)  Please perform. a SWOT analysis.

Before you conduct the analysis, please explain what the SWOT analysis is and define its elements. Limit the number of SWOT-items to a maximum of two for each category (e.g., discuss no more than two strengths for the SWOT analysis).   (20 marks)

40 marks total

Question 2:

The following questions pertain to the topic of branding.

a)  Please briefly describe the four methods for brand development according to Kotler et al. (2023).  (20 marks)

b)  Subsequently, define the concept of a brand extension, delving into the

advantages and disadvantages associated with adopting such an approach.  (20 marks)

Next, your assignment involves developing the BBC brand.

c)  Afterward, suggest a brand extension for the BBC. In outlining the brand

extension, evaluate the likelihood of its success using the criteria discussed in class.  (30 marks)

60 marks total