- Use of analytical marketing management concepts to analyze the company and its products in a competitive marketplace. This should, at the very least, include a PESTEL analysis, a short SWOT analysis, as well as segmentation and positioning information for the product.

- Evidence of research into academic sources, such as journal articles, to support the application of marketing concepts and theories. Just searching for your product on Google will not be sufficient here; 

- Analysis of the marketing approach for the selected product. This should include presentation and evaluation of what the company has recently done to market the product, the concepts applied to the marketing campaigns, and a solid analysis of this approach. It will also include your own recommendations and conclusions.