LEVEL 7

ASSIGNMENT
SPECIFICATION

Programme: MBA Module Level: 7

Module: Marketing Module code: SBLC7009

Management
Contribution to
100% Assignment No(s): Assignment 1: 50%
Overall
Module Assignment 2: 50%
Assessment (%):
Assignment
Title(s):

Lecturer: Terry Johnson Internal Verifier: Prof. Geof

Lancaster

Hand Out Date: 15/02/2017 Submission 20/04/2017

deadline:

TBC
Feedback
deadline:
Referencing: In the main body of your submission you must give credit to authors on
whose research your work is based. Append to your submission a reference
list that indicates the books, articles, etc. that you have read or quoted in
order to complete this assignment (e.g. for books: surname of author and
initials, year of publication, title of book, edition, publisher: place of
publication).
Disclosure: Please include the following statement on the title page of the submitted
assignment, followed by your name:

I declare that this assignment is all my own work and that I have
acknowledged all materials used from the published or unpublished works of
other people. All references have been duly cited.

All assignments must be submitted to Turnitin unless otherwise

Turnitin: YE X
instructed by the Lecturer. S
Note: the Turnitin version is the primary submission and acts as a receipt for the N
student. Late submission of the electronic version of the assignment will O
result in a late penalty mark. Penalties for late submission: Up to one weeks
late, maximum mark of 50%. Over one week late, Refer. Only the UWTSD
Extenuating Circumstances Panel may grant an extension.

1
Learning Outcomes tested
(from module descriptor)
1.
Critically comprehend, analyse, evaluate
and discuss the role, theories, concepts,
practices, environmental frameworks
and contexts of marketing in
organisations and the wider business
environment, including the key role
which research, marketing strategy,
marketing plans, and marketing-led
decision making have in organisations.
2.
Critically analyse, evaluate, plan, apply
and interpret, marketing reports, tools
and techniques, models and applications
in marketing management in businesses
and organisations.
Assessment Criteria To achieve each
outcome a student must demonstrate
the ability to:
By doing Assessment Component
1question 1and2 & Annexure and
then making a presentation on it
through Assessment Component
2,Students should be able to
undertake environmental analysis,
market segmentation, targeting and
positioning and strategic analysis
using different marketing techniques
and tools.
By doing Assessment Component 1
question 3and4 & Annexure, and then
making a presentation on it through
Assessment Component 2, Students
should be able to analyse the market
conditions, develop action plans
(evaluating and deploying marketing
techniques and tools) and prepare the
report.
2
 TASK DESCRIPTION ASSIGNMENT 1
(Individual Report 50%)
BACKGROUND /
INTRODUCTION

As a Marketing Consultant, prepare the following for an organisation of your own

choice:

1. An individual written report consisting of a maximum 3000 words addressing

the key Marketing Management tasks detailed below in Assignment One.

TASKS

Assignment One:

As a marketing consultant, construct a business report for an organisation of your

choice, covering the following five aspects of Marketing Management:

1. With the use of appropriate marketing models and concepts, critically examine
the current market position ( Kotler & Keller page No 11 Intex references
marketing Environment) of one of your chosen organisation`s products. (Kotler
& Keller- page NO 25 -4 Ps-Product, Price, Place & Promotion)
Marketing Environment
Company Analysis: Base on Michael Porters -Value Chain with in an organization
Book name: Exploring Corporate Strategy by Gerry Johnson, Kevan Scholes &
Richard Whittington Page No 110
Task Environment: Competitors, Suppliers, Distributors, Customers
Broad Environment: PESTLE Framework
Portes 5 forces & Value Chain

2. In the light of the above findings, state and justify 3 Marketing objectives that
your chosen organisation should pursue for this product over the next 3 year
period.

3. Critically evaluate how and why the organisation`s Marketing plans for your
chosen product must be strategically planned over the 3 year period.

4. Prepare and critically examine a detailed Marketing Communications plan for

your chosen product, covering the 3 year planning period.

In each of these tasks, demonstrate the key marketing principles and

deploy marketing tools, techniques and models to both analyse the
issues that your client organisation faces and to recommend marketing
management solutions.

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 5. In the Annexure to the report, you must outline the key areas of study and
research you have undertaken in a Gantt chart and then specify the literature
and other evidence sources you have used to complete the requirements of this
assignment.

LENGTH
REQUIRED

3000 words +/- 10%. Any deviation from this will be penalised.

FORMATTING AND
LAYOUT

Please note the following when completing your written assignment:

1 Writing: Written in English in an appropriate business/academic style

2 Focus: Focus only on the tasks set in the assignment.
3 Length: 3000 words
4 Formatting: Typed on A4 paper in Times New Roman or Arial font 12 with at least 2.5
centimetre space at each edge, double spaced and pages numbered.
5 Document format:
6 Ensure a clear title, course, and name or ID number is on a cover sheet and a
bibliography using Harvard referencing throughout is also provided.
7 Research: Research should use reliable and relevant sources of information e.g.
academic books and journals that have been peer reviewed. The research should be
extensive.

The use of a range of information sources is expected academic books, peer

reviewed journal articles, professional articles, press releases and newspaper
articles, reliable statistics, company annual reports and other company
information. All referencing should be in Harvard style.

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 MARKING CRITERIA AND STUDENT FEEDBACK
ASSIGNMENT 1
This section details the assessment criteria. The extent to which these are demonstrated by you
determines your mark. The marks available for each criterion are shown. Lecturers use a similar format
to comment on the achievement of the task(s), including those areas in which you have performed well
and areas that would benefit from development/improvement.

available
Marks
Common Assessment Criteria Applied

Marks
1. Research-informed Literature
Extent of research and/or own reading, selection of credible sources, application of appropriate referencing conventions.

15
Inserting your references (quality texts and published articles) into the
appropriate places in the text. Listing these at the end of the report
(Harvard Method)
2. Knowledge and Understanding of Subject
Extent of knowledge and understanding of concepts and underlying principles associated with the discipline.

Demonstrating insights into selected academic concepts and models. 20

The relevance of these in the context of the set questions.

3. Analysis
Analysis, evaluation and synthesis; logic, argument and judgement; analytical reflection; organisation of ideas and
evidence

25
Developing the potential value of the concepts/models .
Establishing a conceptual base to be applied in the next section of the
report.
4. Practical Application and Deployment
Deployment of methods, materials, tools and techniques; application of concepts; formulation of innovative and creative
solutions to solve problems.

Applying the concepts/ models in order to provide valuable and meaningful 30

solutions and make recommendations to your chosen organisation .

5. Skills for Professional Practice

Attributes in professional practice: individual and collaborative working; deployment of appropriate media; presentation
and organisation.

Written in report style. 10

Directed at your reader(s) and flows well throughout.
TOTAL 10
0

5
Assignment Mark (Assessment marks are subject to
ratification at the Exam Board. These comments and marks are to give
%
feedback on module work and are for guidance only until they are Late Submission Penalties (tick if
confirmed. ) appropriate)

TASK DESCRIPTION ASSIGNMENT 2 (Individual Presentation Paper 50%)

BACKGROUND /
INTRODUCTION

1. A Presentation Package consisting of a maximum 15 slides, detailed below in

Assignment Two.

Students are required to submit a presentation paper based on the report done in
Assignment One, using slides (not more than fifteen slides).

NOTE that Turnitin will not accept power point so you must submit your slides as word
documents.

The submission of your slides package should be organized and clearly structured in a
report format.

TASKS

Your slides package should consist of the visuals that you would use to prepare for a
presentation of your written report to your client organisation.

The emphasis in this task is on deployment, application and presentation which is

reflected in the mark allocations for component 2.

As such you should design a professional slides package that will facilitate the
presentation of your written report (assignment component one), demonstrating the
value of your analysis to your client and detailing the key academic insights and
emphasising the deployment, applications and presentation of these insights in the
context of your chosen client organisation.

Your presentation package should therefore be a combination of the academic/

conceptual insights (with the relevant academic sources clearly indicated on each of
your slides), together with the practical value of these insights being demonstrated in
the context of your chosen organisation.

LENGTH
REQUIRED
3000 words +/- 10%. Any deviation from this will be penalised.
6
7
FORMATTING AND
LAYOUT
Please note the following when completing your written assignment:

1. Writing: Written in English in an appropriate business/academic style

2. Focus: Focus only on the tasks set in the assignment.
3. Length: 3000 words
4. Formatting: Typed on A4 paper in Times New Roman or Arial font 12 with at least 2.5
centimetre space at each edge, double spaced and pages numbered.
5. Document format:
6. Ensure a clear title, course, and name or ID number is on a cover sheet and a
bibliography using Harvard referencing throughout is also provided.
7. Research: Research should use reliable and relevant sources of information e.g.
academic books and journals that have been peer reviewed. The research should be
extensive.

The use of a range of information sources is expected academic books, peer

reviewed journal articles, professional articles, press releases and newspaper
articles, reliable statistics, company annual reports and other company
information. All referencing should be in Harvard style.

8
 MARKING CRITERIA AND STUDENT FEEDBACK
ASSIGNMENT 2
This section details the assessment criteria. The extent to which these are demonstrated by you
determines your mark. The marks available for each criterion are shown. Lecturers use a similar format
to comment on the achievement of the task(s), including those areas in which you have performed well
and areas that would benefit from development/improvement.

available
Marks
Common Assessment Criteria Applied

Marks
1. Research-informed Literature
Extent of research and/or own reading, selection of credible sources, application of appropriate referencing conventions.

10
Providing evidence of the appropriate reading/ references that form
the basis of the insights on all of your slides.
2. Knowledge and Understanding of Subject
Extent of knowledge and understanding of concepts and underlying principles associated with the discipline.

Demonstrating familiarity with the selected Marketing Management 20

concepts/ models used in your presentation.

3. Analysis
Analysis, evaluation and synthesis; logic, argument and judgement; analytical reflection; organisation of ideas and
evidence

Demonstrating conceptual insights into the potential values of the 20

selected academic concepts/ models.

4. Practical Application and Deployment

Deployment of methods, materials, tools and techniques; application of concepts; formulation of innovative and creative
solutions to solve problems.

Applying your conceptual insights to successfully address the situations 30

faced by your chosen organisation. Making recommendations for future
Marketing Management plans and strategies.

5. Skills for Professional Practice

Attributes in professional practice: individual and collaborative working; deployment of appropriate media; presentation
and organisation.

Quality of the slides and visuals used in the presentation. 20

Potential effectiveness in terms of getting your messages across to
your intended audience.
TOTAL 10
0

9
Assignment Mark (Assessment marks are subject to Late Submission Penalties (tick if %
ratification at the Exam Board. These comments and marks are to give appropriate)
feedback on module work and are for guidance only until they are
confirmed. ) GUIDANCE FOR STUDENTS IN THE
COMPLETION OF TASKS
NOTE: The guidance ofered below is linked to the five common assessment criteria
overleaf and specifically aligned to the exceptional outcome category to which
we anticipate students aspire.

1 Research-informed Literature
Your work must embed and be informed and supported by relevant and credible scholarly
material that is accessible in the learned journals listed on the module schedule. You should
refer to at least 25 such sources. Additionally, you should refer to text books, current news
items and benchmark your organisation against other organisations to ensure your
assignment is current and up-to-date. High-level referencing skills using the Harvard Method
must be demonstrated throughout your work and all sources listed alphabetically within your
bibliography.

2 Knowledge and Understanding of Subject

Your work must demonstrate the growing extent of your knowledge and understanding of
concepts and underlying principles associated with the subject area. This means that within
your work, you should provide evidence of your growing mastery in critical awareness of
current challenges, new insights and the constant need for innovation within the field.
Furthermore, a critical awareness of the ambiguities and limitations of knowledge and even
understanding, should be considered and examples of such, illustrated within your work.

3 Analysis
To be considered masters worthy, your work must contain evidence of analysis, evaluation
and synthesis. This means not just describing What! but also justifying: Why? How? When?
Who? Where? And at what cost! At all times, you must provide justification of your arguments
and judgements. Evidence that you have reflected upon the ideas of others on matters
occurring in the real world of business is crucial to you providing a reasoned and informed
debate within your work. Your choice of methodologies to gather data and information must
be rigorously defended. Furthermore, you should provide evidence that you are able to make
sound judgements and convincing arguments in the absence of complete data, since within
the real world of work, we rarely have access to, or know all the information! Persuasive
conclusions are especially necessary and must be derived from the content of your work
there should be no new information presented within your conclusion. Your work should
aspire to resemble work which is of journal publishable quality.

4 Practical Application and Deployment

It is essential that you rationalise how you decided upon certain methods, materials, tools and
techniques to inform and complete your work. You must demonstrate what informed your
decision(s) to apply certain concepts that enabled you to formulate innovative and creative
solutions to the challenges presented to you or that you identified

for yourself. Plausible, costed and justifiable recommendations are demanded and where
these are absent, your work is undermined. Your work should provide evidence that you are
growing in mastery in developing cutting edge processes and techniques within the subject
area.

5 Skills for Professional Practice

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Your work must provide evidence of your attributes in the application of professional practice.
This includes demonstrating that you are highly capable of individual and collaborative
working. Regarding the presentation of your work, you must demonstrate your ability to
select and deploy the appropriate media that is fit for purpose. Additionally, you must exhibit
your ability to: communicate with an exceptionally high level of professionalism; work
professionally, autonomously and within a team; develop leadership skills; and
produce/present work that is coherent, cogent and specifically addresses the challenges set
for you or you have set yourself. Importantly, your work should be easily understood by
specialists and non-specialists in the field.

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 COMMON ASSESSMENT AND MARKING
LEVEL 7 -
CRITERIA
OUTRIGHT UNSATISFACTO
FAIL SATISFACTORY GOOD EXCELLENT EXCEPTIONAL
FAIL RY

Assessment 80-100%

Criteria 0-29% 30-39%* 40-49% 50-59% 60-69% 70-79%

1. Research- Little or no Poor evidence of References to a Inclusion of Inclusion of a A Outstanding

evidence of reading and/or limited range of research- wide range of comprehensive knowledge of
informed Literature reading. of reliance on mostly relevant informed research- range of research-
Extent of research and/or inappropriate sources. literature, informed research informed
own reading, selection Views and sources, and/or Referencing including literature, informed literature
of credible sources, findings indiscriminate conventions not sources including literature embedded in the
application of unsupported use of sources. always applied retrieved sources embedded in work.
and non- consistently. independently. retrieved the work. Outstanding
appropriate referencing
authoritative. Referencing Some omissions independently. Excellent selection of
conventions and minor selection of relevant and
conventions
used errors. Selection of relevant and credible sources.
Referencing
inconsistently. relevant and credible High-level
conventions
Referencing credible sources. High- referencing skills
largely ignored.
conventions sources. Very level referencing consistently and
mostly good use of skills, professionally
consistently referencing consistently applied
applied conventions, applied.
consistently
applied.

2. Knowledge and Major gaps in Gaps in Some evidence Knowledge is Knowledge is Excellent Exceptional
knowledge and knowledge, with of knowledge generally extensive. mastery of a mastery of a
Understanding of understanding only superficial and accurate with a Exhibits complex and complex and
Subject of material at understanding. understanding satisfactory understanding specialised area specialised area
Extent of systematic this level. Some significant of current and understanding of the breadth of knowledge of knowledge and
knowledge, Substantial inaccuracies. relevant of the field of and depth of and skills, with skills, with an
inaccuracies. concepts and study. established and an excellent exceptional
understanding and
underlying contemporary critical critical awareness
critical awareness of principles but views. awareness of of current
concepts and underlying with gaps or current problems and/or
principles associated errors. problems and/or new insights at
with the discipline. new insights at the forefront of
the forefront of the field. A
the field. Clear critical awareness
awareness of of the
challenges to ambiguities and
established limitations of
views and the knowledge.
limitations of
the knowledge
base.
3. Analysis Unsubstantiated Some evidence Evidence of Evidence of Evaluates Excellent critical Exceptional
generalisations, of analytical some logical, some logical, methodologies, evaluation of critical evaluation
Analysis, evaluation and
made without intellectual critical thinking analytical, current research methodologies, of methodologies,
synthesis; logic, use of any skills, but for the and some critical thinking and ideas current research current research
argument and credible most part attempts to and synthesis. critically and, and ideas and, and ideas and,
judgement; analytical evidence. Lack descriptive. synthesise, Can analyse where where where
reflection; organisation of logic, leading Ideas/findings albeit with new and/or appropriate, appropriate, appropriate,
of ideas and evidence to sometimes weaknesses. complex data proposes new proposes new proposes new
unsupportable/ illogical and Some evidence and situations hypotheses/idea hypotheses/ hypotheses/
missing contradictory. to support without s. Evaluates and ideas. ideas. Evaluates
conclusions. Generalised findings/ views, guidance. synthesises Evaluates and and synthesises
Lack of any statements but evidence An emerging complex issues synthesises complex issues at
attempt to made with scant not consistently awareness of both complex issues a high level of
analyse, evidence. interpreted. different stances systematically systematically mastery. Makes
synthesise or Conclusions lack Some relevant and ability to and creatively. and creatively. outstanding
evaluate. relevance. conclusions and use evidence to Makes sound Makes excellent judgements and
recommendatio support the judgements and judgements and proposes highly
ns, But not argument. proposes proposes convincing
always well Some convincing convincing arguments in the
linked to other conclusions and arguments in arguments in absence of
material. recommendatio the absence of the absence of complete data.
ns, where complete data. complete data. Highly persuasive
relevant Sound, Strong, conclusions. Work
convincing persuasive, is of journal
conclusions / conclusions, publishable
recommendatio justifiable quality.
ns. recommendatio
ns. Work is of
conference
publishable
quality.

12
4. Practical Limited or no Rudimentary Some A satisfactory A very good An advanced Outstanding
use of methods, application of awareness and and appropriate application of a application of a levels of
Application and materials, tools methods, mostly application of range of range of application and
Deployment and/or materials, tools appropriate standard methods, methods, deployment
Effective deployment of techniques. and/or application of methods, materials, tools materials, tools skills.
appropriate methods, techniques but well established materials, tools and/or and/or Assimilation and
Little or no without methods, and/or techniques. techniques. development of
materials, tools and
appreciation of consideration materials, tools techniques. Very good The context of cutting edge
techniques; extent of and and/or Satisfactory consideration of the application processes and
the context of
skill demonstrated in the competence. techniques. appreciation of the context of is well techniques.
the application.
application of concepts Flawed Some the context of the application, considered, with
to a variety of processes appreciation of appreciation of the application, with perceptive extensive use of
and/or contexts; the context of the context of with some use use of relevant
the application. the application. of examples, examples, examples.
formulation of
where relevant. where relevant. Application and
innovative, original and Evidence of deployment
creative solutions to some originality, extend beyond
solve problems. innovation and established
creativity. conventions.
Originality,
innovation
and/or creativity
evident
throughout.

13
5. Skills for Communication Media is poorly Communication Can Can Can Can communicate
media is designed and/or is not clear . communicate communicate communicate with an
Professional inappropriate or not suitable for effectively in a well, confidently professionally exceptionally
Practice misapplied. the audience. Limited suitable format, and consistently and, confidently high level of
independent but may have in a suitable in a suitable professionalism.
Demonstrates attributes Little or no Poor work and limited minor errors. format. format.

expected in professional evidence of independent or involvement in Can work

autonomy in the collaborative group activities. Can work Can work very Can work exceptionally well
practice including:
completion of initiative. effectively well professionally and
individual initiative and tasks. autonomously autonomously autonomously professionally
Work lacks
collaborative working; and as part of a and as part of a and within a autonomously
Work lacks coherence in
deployment of Work is poorly structure, places and in team, with some team, with very team, showing and within a
appropriate media to structured organisation, need of involvement in good leadership skills team, showing
communicate (including and/or largely and/or amendments to group activities. contribution to as appropriate, advanced
incoherent. coherence the structure. group activities. managing leadership skills.
written and oral); clarity
Mostly coherent conflict and
and effectiveness in meeting
work and is in a Work is coherent Work is
presentation and obligations.
suitable and fluent and is exceptionally
organisation. structure. well structured coherent, very
and organised. Work is fluent and is
coherent, very presented
fluent and is professionally.
presented
professionally.

4. Practical Limited or no Rudimentary Some A satisfactory A very good An advanced Outstanding levels
use of methods, application of awareness and and appropriate application of a application of a of application and
Application and materials, tools methods, mostly application of range of range of deployment skills.
Deployment and/or materials, tools appropriate standard methods, methods, Assimilation and
techniques. and/or application of methods, materials, tools materials, tools development of
Effective deployment of techniques but well established materials, tools and/or and/or cutting edge
Little or no without methods, and/or techniques. techniques. processes and
appropriate methods,
appreciation of consideration materials, tools techniques. techniques.
materials, tools and and and/or
the context of Very good The context of
techniques; extent of skill the application. competence. techniques. Satisfactory consideration of the application
demonstrated in the Flawed appreciation of the context of is well
application of concepts to appreciation of Some the context of the application, considered, with
a variety of processes the context of appreciation of the application, with perceptive extensive use of
the application. the context of with some use use of relevant
and/or contexts;
the application. of examples, examples, examples.
formulation of innovative,
where relevant. where relevant.
original and creative
Application and
solutions to solve
Evidence of deployment
problems. some extend beyond
originality, established
innovation and conventions.
creativity. Originality,
innovation
and/or creativity
evident
throughout.

5. Skills for Communication Media is poorly Communication Can Can Can Can communicate
media is designed and/or is not clear . communicate communicate communicate with an
Professional inappropriate or not suitable for effectively in a well, confidently professionally exceptionally high
Practice misapplied. the audience. Limited suitable format, and consistently and, confidently level of
independent but may have in a suitable in a suitable professionalism.
Demonstrates attributes Little or no Poor work and minor errors. format. format.

expected in professional evidence of independent or limited Can work

autonomy in the collaborative involvement in Can work Can work very Can work exceptionally well
practice including:
completion of initiative. group activities. effectively well professionally and professionally
individual initiative and tasks. autonomously autonomously autonomously autonomously and
collaborative working; and as part of a and as part of a and within a within a team,
Work lacks Work lacks
deployment of Work is poorly structure, coherence in team, with team, with very team, showing showing advanced
appropriate media to structured organisation, places and in some good leadership skills leadership skills.
communicate (including and/or largely and/or need of involvement in contribution to as appropriate,
incoherent. coherence amendments to group activities. group activities. managing Work is
written and oral); clarity
the structure. conflict and exceptionally
and effectiveness in meeting
Mostly coherent Work is coherent, very
presentation and obligations.
work and is in a coherent and fluent and is
organisation. suitable fluent and is presented
structure. well structured Work is professionally.
and organised. coherent, very
fluent and is
presented
professionally.

14
Student Self Evaluation Form
Student Student
name: number:

Programme: Year of
programme

Assignment
Title:
This section repeats in brief the common assessment criteria detailed on previous pages. The
extent to which these are demonstrated by you determines your mark. Using these criteria,
tick the box that best indicates the level of achievement you feel you have achieved with
regard to each of them.
Common Level of Achievement
Assessment
Criteria REFER PASS DISTINCTION
Applied
OUTRIGHT UNSATISFAC SATISFACTOR
FAIL GOOD EXCELLENT EXCEPTIONAL
FAIL TORY Y

1. Research- 0-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-100%

informed
Literature
2. Knowledge 0-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-100%
and
Understanding
of Subject
3. Analysis 0-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-100%

4. Practical 0-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-100%
Application and
Deployment
5. Skills for 0-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-100%
Professional
Practice

PLEASE COMMENT ON AREAS IN PLEASE COMMENT ON AREAS YOU FEEL

WHICH YOU FEEL THAT YOU HAVE THAT YOU NEED TO DEVELOP
PERFORMED WELL

Students Date
Name

15
Students
Signature

16