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Marketing in the 21st Century
AE2- Portfolio 2
Restrictions on Time/Length:
1500 words approx. targeting at Portfolio (part 3, 4 and 5, covering the rest of pages)
Planned Feedback Date:
20 working days starting from the submission deadline
Mode of Submission:
on-line – myPortfolio
Number of copies to be submitted:
Where on-line submission via ‘Solent Online Learning/Turnitin’ is used, students are not required to submit a hard copy.
This assessment will be exempt from anonymous marking as it falls within an exempt category under the University’s Anonymous Marking Policy.
Throughout the year you will be working on a project for a company. This part of the assessment focuses on your own work in undertaking the marketing activity for the selected company from the relevant industries.
You will produce an E-Portfolio which demonstrates the development of your knowledge and understanding of marketing in order to produce the required outcome for the selected company. Your E-Portfolio will be used to:
a) Demonstrate your learning journey in order to develop appropriate marketing outcomes/resources for your selected company.
b) put forward your ideas to your team which feed into proposal development and the recommendations as the next piece of assessment (group presentations)
Within your portfolio you be responsible for the development, organisation and presentation. You will be provided with thorough training in order to support you with the development of your portfolio.
The following provides the minimum requirements for your portfolio (the unit team expect you to incorporate your own ideas and creative flair into your portfolio):
You will also engage in formative peer assessment of your peer’s development of their portfolio. During the portfolio workshops you will be required to liaise with 1 peer and formatively assess the development of their marketing portfolio. In addition, you will receive formative feedback from your tutor during the portfolio workshops two and four. A full programme of what will be formatively peer assessed, by whom and when is included in the unit pack/Solent Online Learning. Full training for peer assessment will be provided.
Your portfolio must be referenced using the Harvard referencing method. Your portfolio may also contain appropriate referenced illustrations such as figures, tables, graphs, etc.
This assessment will enable students to demonstrate in full or in part the learning outcomes identified in the unit descriptors.
Knowledge and Understanding
K1 Demonstrate understanding of the role and importance of marketing within an organisation and within the business environment.
K2 Identify and describe current and potential marketing issues, which impact upon organisations.
C1 Research independently and collaboratively into marketing concepts.
Practical and Professional Skills
P1 Discuss information from a variety of sources and apply to an organisation and the wider business environment.
P2 Undertake directed research into a topic using a variety of sources and present a written report.
Transferable and Key Skills
T1 Communicate effectively within written reports and oral presentations.
In addition to producing your own marketing E-portfolio, you will also be peer reviewing one of your peers portfolio’s during each IT portfolio session.
Purpose of Peer Assessment:
Studies have shown that peer assessment influences student learning in a positive way; students not only become better peer assessors, but also increase their learning performance, benefits include:
The pro-forma provided below will guide you through what you are providing feedback on. You will complete the peer review pro-forma and pass it onto your chosen peer so that they can benefit from your feedback. You will be assessed on your peer review skills; you will NOT be awarding marks to your peers.
Peer Assessment PRO-FORMA:
Please provide as much feedback as possible for your peer.
Date of Review:
Is the portfolio page clearly presented?
Please provide improvements to the page presentation.
Did the portfolio piece include discussion of relevant theory?
How effective were they at this?
Did the writer undertake relevant analysis? How good/strong was this analysis?
Did the writer identify and describe current and potential marketing issues which could impact upon the selected company?
Did the writer make clear the relevance of their portfolio page for the selected company; is there some application to the selected company?
Is there evidence that the writer has been to library to take out/photocopy relevant text books and searched electronic sources?
Is there evidence that the writer has read textbooks / articles to gain a stronger, more in-depth understanding of the marketing concept?
Did the writer use correct Harvard referencing?
Did the writer cite all sources within the text?
Did the writer include a references/bibliography section?
Can you suggest improvements and sources where they can learn for themselves?
Have you been clear and honest with your feedback?
Have you written your feedback in a supportive, helpful and constructive manner?
Critical Self Reflection:
You are required to write a self-reflective report, critically assessing your E-portfolio. This will support and underpin your justification of your choice of marketing mix recommendations for the case scenario of your selected company. The word limit for this is 500 words. You will discuss the outcome of what you have learned this year whilst producing the marketing portfolio for the selected company in portfolio 5.
Purpose of critical self-reflection
Defining characteristics of self-reflection is the involvement of the student in:
The following should be included in the report:
NB: It will aid you immensely if you keep a research diary/log when completing this assignment. Please include and refer to this in your reflection report. This can form part of your E-Portfolio.
You will be graded on your evaluation skills; you will NOT be awarding marks to your work.
Consideration of special provision arrangements for students with disabilities:
If you have any form of disability that would hinder you in completing this assessment then please discuss with tutor. Please note, all discussions of this nature are in confidence.
Any submission must be students’ own work and, where facts or ideas have been used from other sources, these sources must be appropriately referenced. The University’s Academic Handbook includes the definitions of all practices that will be deemed to constitute academic misconduct. Students should check this link before submitting their work.
Task description: AE1 Portflio 2 for Selected Company (40%)
A 1 and 2
A 3 and 4
Development of marketing analysis and evaluation of different marketing actions to establish the basic understanding related to the market research. Weighting 20%
Analysis and evaluation of different marketing communications tools used by the selected organisation, including some that are unpredictable or loosely defined is exceptional for this level.
Demonstrates a very good analysis and evaluation of different marketing communications tools used by the selected organisation.
Demonstrates a good analysis and evaluation of different marketing communications tools used by the selected organisation.
Demonstrates a satisfactory analysis and evaluation of different marketing communications tools used by the selected organisation.
Demonstrates an adequate analysis and evaluation of different marketing communications tools used by the selected organisation.
Demonstrates a limited analysis and evaluation of different marketing communications tools used by the selected organisation
Development of marketing resources - analysis and evaluation of different marketing actions/tools used by the selected organisation.
Demonstrates a limited analysis and evaluation of different marketing communications tools used by the selected organisation.
Producing own marketing resources/recommendations.
Exercise of self-critical evaluation is exceptionally insightful and sustained and beyond expectations for this level.
Exercises self-critical reflection to evaluation own strengths and weaknesses, generating many critical insights.
Identification of own strengths and weaknesses shows ability to respond to criteria and given evaluations/feedback, with some critical insights.
Identification of own strengths and weaknesses is satisfactory in response to given criteria and evaluations/
Identification of own strengths and weaknesses is acceptable when given very clear criteria and detailed evaluation/
Identification of own strengths and weaknesses is limited or partial, despite very clear criteria and detailed evaluation/
Develop critical Self Reflection on production of marketing materials/resources and report.
Independent and collaborative research into marketing concepts and managing own learning in order to effectively produce E-portfolio.
Demonstrates exceptional ability in independent and group working, generating outstanding outcomes/ contributions.
Works independently with minimal guidance and support; group working excellent, with some contributions beyond expectations for this level.
Works independently with occasional guidance and support; group working is responsible and effective.
Some tendency to rely on support, supervision and guidelines with few indications of independence.
Tendency to rely on support, supervision and guidelines with little indication of independence.
Reliant on support, supervision and guidance; lacks independence.
Organisation, clarity, style and format of portfolio and grammar, punctuation and references.
Organisation, clarity, style and format of portfolio is excellent, with consistently accurate referencing.
Organisation, clarity, style and format of portfolio is consistently clear, with consistently accurate referencing.
Organisation, clarity, style and format of portfolio is satisfactory with accurate referencing.
Organisation of portfolio is mostly clear and in an acceptable format, with occasional inconsistencies/ minor errors in style, format or referencing.
Organisation of portfolio is generally clear.
Presentation of information and data sometimes unclear and not in an appropriate format, with some inconsistencies/ errors in style, format or referencing.
Organisation of portfolio is inadequate, often irrelevant and disorganised.
Presentation of portfolio is disorganised, inappropriate in format and with significant errors in style, format or referencing.
Students often lose marks for forgetting some of the more straightforward elements of their assignments. We recommend that you “tick off” each of the points below as you prepare your work for submission. If you need any help, ask your seminar tutor or unit leader.
TICK As Appropriate
Have you kept to the word count? 10% under or over the word count is usually OK. If you are not sure, check with your tutor.
Have you read and understood the assessment criteria?
Have you met the Assessment Criteria? You will lose marks and your work may even be failed if you have not. (The Assessment Criteria is detailed in the grid attached to the Assessment Brief).
Have you demonstrated that you can write critically? Show you have supported your arguments using academic literature; you have presented ideas and information which challenges thinking, and you have offered discussion points which extends your own or others’ viewpoints.
Have you maintained an academic tone throughout your work? Have you tried to avoid using the same words over and over again?
Have you checked that the referencing/bibliography in your assignment is in line with the Harvard Referencing system used by SSU.
Have you proof-read your work and used spellcheck software to check your spelling and grammar?
Have you presented your work in a professional way? Your work should be formatted logically and consistently.
Text in different fonts and of differing sizes often indicates copy and pasting. Spacing of headings and paragraphs should be consistent.
Page numbering is useful and a contents page is essential if appendices have been included in your work.
Can you confirm that the work submitted is your own and not plagiarised?
It is useful to “grade” your work before submission.
This gives you an indication of the grade you think your work merits.
When your assessment has been marked you will be able to compare your grade and use your feedback more effectively to develop your academic work and improve your future grades.
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