1.

The assessment identifies adequate number of concepts and principles,

which is evident in the use of jargon. They have been used to provide
structure to the assignment. Has used sufficient number of references and
in-text citations are present for the references.
2.
3. Adequate number of concepts and principles have been identified and
subject related jargon usage is appropriate. They have been used to
provide structure to the assignment. Has used sufficient number of
references and in-text citations are present for the references.
4. The answer identifies adequate number of concepts and principles, which
is evident in the use of jargon. They have been used to provide structure
to the assignment. Has used sufficient number of references.
Unfortunately, in-text citations are not present for the references.
5. Sufficient number of principles and concepts connected to marketing
strategy are highlighted. Clarity in explanation regarding broad
approaches to communication objectives and broad marketing objectives
will improve the quality of this section. Appropriate jargon are used. Has
used insufficient number of academic references though in-text citations
are missing for the references.

The issues description is good.

1. Understanding of principles and their application is visible in work. There
is justification at every step of the application of the principles. The issue
has been analysed against the backdrop of relevant principles. Yet lack of
more academic references(journal articles) in discussion leaves theory
discussion a weaker part of otherwise good work which needs to be
improved.
2. Understanding of principles and their application is visible in work. There
is justification at every step of the application of the principles. The issue
has been analysed against the backdrop of relevant principles. Yet lack of
academic references in discussion leaves theory discussion a weaker part
of otherwise good work which needs to be improved.
3. Principles are intelligently linked with the example problem and the
application stands evident. Has shown understanding of the SWOT
analysis, marketing mix and marketing strategies that have been
identified in the paper. Limitations of the analysis not cited. The quality of
references used in the text needs to be more academic (journal articles)
for improving the quality of theory engagement.
4. Quality of analysis and the application are visibly there. The SWOT
analysis, marketing mix and marketing strategies presented in the work
are proper. Limitations of the analysis should have been cited. However,
the justification for selection of marketing strategies and competitors for
the company could have been analysed more. Yet lack of academic
references leaves theory discussion a weaker part of otherwise good work
which needs to be improved.

5. Principles are moderately linked with the example problem and the
application is average. Has shown average to good understanding of the
SWOT analysis, marketing mix and marketing strategies that have been
identified in the paper. Limitations of the analysis not cited.
Average analysis for example market situation has been discussed in generic
way which is not correct.
On p. 6 opportunities have been discussed in generic way which is should be
company specific.
6. Inadequate analysis is evident and the application lacks clarity, e.g. in
product on p 4, instead of cost description, product features or variants
should have been described. Has shown average understanding of the
SWOT analysis, marketing mix and marketing strategies that have been
identified in the paper. Limitations of the analysis not cited. However, the
justification for selection of marketing strategies and competitors for the
company should have been included.
The depth coverage of problem is good. The student presents the background of
the example averagely and the business organisation with relevant details and
information. The weaknesses and opportunities have been identified against the
backdrop of the marketing mix of the organization in discussion.

1. Shown good understanding of the problem issue and have used sufficient
organisation specific knowledge to prove that. The weaknesses and
opportunities have been clearly identified against the backdrop of the
marketing mix of the organization in discussion as well as the
communication mix and objectives included in the promotion element.

2. The example problem is described logically. The student appropriately

presents the background of the example and the business organisation
with relevant details and information. The weaknesses and opportunities
have been clearly identified against the backdrop of the marketing mix of
the organization in discussion as well as the communication mix and
objectives included in the promotion element.
3. The depth coverage of problem is moderate. The student presents the
background of the example averagely and the business organisation with
relevant details and information. The weaknesses and opportunities have
been identified against the backdrop of the marketing mix of the
organization in discussion. However, coverage of market situation has
been presented in generic way which is not correct.
4. The depth coverage of problem is good. The student presents the
background of the example averagely and the business organisation with

relevant details and information. The weaknesses and opportunities have

been identified against the backdrop of the marketing mix of the
organization in discussion.
5. However, coverage of market situation has been presented in generic way
which is not correct.
6.
7. The example problem is described logically. The student appropriately
presents the background of the example and the business organisation
with relevant details and information. The weaknesses and opportunities
have been clearly identified against the backdrop of the marketing mix of
the organization in discussion. However, the communication mix and
objectives could have been detailed more in the promotion element.

Executive summary needs to summarize the entire assignment which is not

present in the assignment. Advised to use headings and sub headings properly.
The sub-sections listed in the body of the assignment need to be listed under the
table of contents. Hence, advised to follow the assignment structure outlines in
the AIB Assignment Guide for Students.
Executive summary summarizes the entire assignment. Headings and sub
headings used properly and as per AIB Assignment Guide for Students.
No major issues with structure and presentation. This was a well written
assignment with good flow and connectivity.
The executive summary summarizes the entire assignment and the introduction
need to be short. Advised to follow the assignment structure outlines in the AIB
Assignment Guide for Students. No major issues with structure and presentation.
This was a well written assignment with good flow and connectivity.
Executive summary summarizes the entire assignment however introduction
needs to be as AIB style guide. Advised to use headings and sub headings
properly and place them as per assignment structure outlines in the AIB
Assignment Guide for Students.
Citation and referencing errors noticed, advised to refer to the AIB Style Guide,
Appendix A and follow Harvard Referencing Style e.g. (Kotler, 2012), (Otubanjo,
2013), KOTLER, P., KELLER, KL, ANG, SH, LEONG, SM AND TAN 2012. etc.
MS Word requirements i.e. Calibri, font size 12 not followed in table of contents
and references. 1.5 line spacing requirement has been met.
Tables, figures etc need to be labelled, referenced and numbered.
No major issues with style and language. No grammatical errors were detected.
Citation and referencing errors noticed, advised to refer to the AIB Style Guide,
Appendix A and follow Harvard Referencing Style, e.g. (Home), . (Internal Data), ,
Journal of Marketing Management,

Grammar errors not noticed.

A good assignment, yet use of more quality references, better structure as per
AIB style guide e.g. inclusion of executive summary, correct referencing and
citation would enhance the quality and score.
A well written and well presented assignment yet use of more quality references,
correct referencing and citation would enhance the quality and score.
Communication channel justification could have been elaborated more.
No major issues with style and language. No grammatical errors were detected.
Referencing errors noticed and need to be cited as per the AIB Style Guide,
Appendix A and follow Harvard Referencing Style e.g. KOTLER, P, Keller, KL, Ang,
SH, Leong, SM and Tan, CT 2013, Marketing management: an Asian perspective,
6th edn, Pearson Education South Asia Pte Ltd, Singapore.
MS Word requirements i.e. Calibri, font size 12 and 1.5 line spacing have been
met.

Good work! Keep it going. Pls provide justification as well as cite limitations of
analysis in criteria 2.
Correct referencing and citation would enhance the quality and score.
Pls pay attention to criteria 4 and 5 requirement. Assignment needs to present
information specific to the context to improve the depth coverage of problem.
Correct citation would enhance the quality and score.
Also including academic references will improve the quality of discussion.
Good work! Keep it going. Correct referencing and citation as well as use of subheadings would enhance the quality and score.
Including academic references in discussion will improve the quality of discussion
as well as correct referencing and citation would enhance the quality and score.
Pls pay attention to criteria 4 and 5 requirement. Also justification needs to be
provided as per the question requirement. Good work! Keep it going. Correct
referencing and discussing all elements of assignment appropriately would
enhance the quality and score.
Correct referencing and discussing all elements of assignment appropriately with
more academic references would enhance the quality and score.
Author may require a bit of assistance however with the citations. Initials may
be skipped, only surname and year should suffice, Page numbers are ideally
required to be given only where direct quotations have been used. The

quality/number of citations can be improved further by consulting good academic

references i.e Journals, Reviews etc and if possible their recent issues.