LO4: Develop, recommend and justify, appropriate and actionable marketing strategies and t

LO4: Develop, recommend and justify, appropriate and actionable marketing strategies and tactics to an organisational scenario.

In partnership with the University of Suffolk

BABS Assignment

Assignment Brief

Course/Programme:

BA Business

Level:

4

Module Title:

Marketing Management

Module Leader:

 

Assignment titles:

Marketing Plan

Assignment number:

1

Weighting:

Individual Report: 100%

Date given out:

 

Submission date:

 

Eligible for late submission (3 working days, with penalty)?

Yes

Method of submission:

X

Online only

 

Online and paper copy

Special instructions for submission (if any):

 

Date for results and feedback:

 

Employability skills assessed:

C1:         Reading, selecting, analysing and synthesising information from a range of sources

C2:         Producing different types of document

C3:         Participating in discussions

C4:         Making presentations

LP1:       Develop a strategy for using a range of skills to improve own learning and performance

 

IT1:        Preparing information

IT2:        Processing and presenting information

S1: Plan personal work schedules

WWO2:  Working towards identified targets

Learning outcomes assessed:

LO1: Develop knowledge and understanding of key theories, concepts and models in marketing to guide the development and execution of marketing strategies.

LO2: Understand the complexity of competitive environment and discuss is impact on developing effective marketing decisions and marketing strategies in organisations.

LO3: Develop the skills to critically analyse marketing situations and problems facing organisations and assess its capacity to adapt to a dynamic and uncertain future.

LO4: Develop, recommend and justify, appropriate and actionable marketing strategies and tactics to an organisational scenario.


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.

The grade awarded for this piece of work remains provisional until ratified by LSC Exam Board.

Your Tasks:

As an independent consultant you are required to choose an organisation and assess the effectiveness of their marketing strategy.

The Topic/title

  1. Feel free to discuss possibilities with your lecturer.

  2. Describe’ means ‘this is what happened’, ‘Analyse’ means ‘this is why it happened’.
  3. Recommendations could relate to the future, or to what others could learn from this situation.

Format: Word File / PDF

  • A title page, a contents page, an introduction, a main section with sub-sections, and a recommendation, conclusion and references. Clear headings are essential. Relevant sources of information should be cited using the Harvard referencing system.

  • Any areas of doubt need to be raised with your lecturer

Word limit: 3000

Assessment criteria: see grading criteria

Learning Outcomes tested (from module descriptor)

Assessment Criteria to achieve each outcome a student must demonstrate the ability to:

LO1: Develop knowledge and understanding of key theories, concepts and models in marketing to guide the development and execution of marketing strategies.

  • Discuss theoretical concepts related to elements of marketing strategy throughout the paper

LO2: Understand the complexity of competitive environment and discuss is impact on developing effective marketing decisions and marketing strategies in organisations.

  • Examine the competitive environment in the development of marketing strategies and tactics

LO3: Develop the skills to critically analyse marketing situations and problems facing organisations and assess its capacity to adapt to a dynamic and uncertain future.

  • Identify  and  adapt  marketing  strategies  to internal and external challenges and changes

LO4: Develop, recommend and justify, appropriate and actionable marketing strategies and tactics to an organisational scenario.

  • Use problem-solving and creative skills to provide suggestions and recommendations to organisations

As an independent consultant you are required to choose an organisation and assess the effectiveness of their marketing strategy.

Analyse their STP strategy, providing and insight into how segmentation, targeting and positioning are currently applied by your chosen organisation.

Examine their marketing mix, focusing on the 4Ps for products and 7Ps for services, that your chosen organisation is currently applying.

Assess their relationship marketing strategy with an emphasis on their current tactics.

Provide recommendations on how your chosen organisation can improve its marketing strategy.

3000 words (+-10%)

Please note the following when completing your written assignment:

  1. 1.      Writing: Written in English in an appropriate business/academic style
  2. Focus: Focus only on the tasks set in the assignment.
  3. 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.
  4. 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.

5.      All referencing should be in Harvard style.

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 will use the space provided 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.

 

Common Assessment Criteria (applied to all parts of the project)

 

Marks available

 

 

Marks awarde d

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

 

 

 

20

 

2. Knowledge and Understanding of Subject: Extent of knowledge and understanding of concepts and underlying principles associated with the discipline.

 

 

 

20

 

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

 

 

 

20

 

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

 

 

 

 

30

 

5. Skills for Professional Practice: Attributes in professional practice: individual and collaborative working; deployment of appropriate media; presentation and organisation.

 

 

 

10

 

TOTAL

100

 


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 confirmed. )

 

72 Hours Late Submission Penalties (tick if appropriate)

 

%

Level 4

FAIL

MARGINAL FAIL

SATISFACTORY

(3rd / Pass)

GOOD

(2.2 / Pass)

VERY GOOD

(2.1 / Merit)

EXCELLENT

(1st / Distinction)

EXCEPTIONAL

(1st / Distinction)

Category

0-29%

30-39%

40-49%

50-59%

60-69%

70-84%

85-100%

Engagement with literature

(including reading, referencing,

academic conventions and academic

honesty)

Little or no evidence of reading and/or reliance on inappropriate sources.

Views and findings mostly unsupported and non- authoritative. Referencing conventions used

Poor engagement with essential reading.No evidence of wider reading.Relia nce on inappropriate sources, and/or indiscriminate use of sources.Heav ily reliant on

Engagement with a limited range of mostly relevant and credible sources but with some reliance on information gained through class contact.

Some omissions

Engagement withan appropriate range of literature, including sources retrieved independently

. Some over- reliance on texts rather than other sources.

Referencingm

Engagement with a wide range of literature, including sources retrieved independently

.

Selection of relevant and credible sources.

Generally soundreferen

Engagement with an extensive range of relevant and credible literature.

Consistently accurate application of referencing.

Exceptional engagement with an extensive range of relevant and credible literature.High

-level referencing skills consistently applied.

Level 4

FAIL

MARGINAL FAIL

SATISFACTORY

(3rd / Pass)

GOOD

(2.2 / Pass)

VERY GOOD

(2.1 / Merit)

EXCELLENT

(1st / Distinction)

EXCEPTIONAL

(1st / Distinction)

Category

0-29%

30-39%

40-49%

50-59%

60-69%

70-84%

85-100%

 

incoherently or largely absent.

information gained through class contact.

Inconsistent and weak use of referencing.

and minor errors.

Referencing conventions evident though not always applied accurately or consistently.

ay show minorinaccura cies or inconsistencie s.

cing, with no/very few inaccuracies or inconsistencie s.

 

 

Knowledge and understandi ng (Knowledge of the basic underlying concepts and principles of a subject.)

Major gaps in knowledge and understandin g of the basic underlying concepts and principles of thesubject matter.

Inclusion of irrelevant material.

Substantial inaccuracies.

Gaps in knowledge of the basic underlying concepts and principles, with flawed or superficial understandin

g. Some significant inaccuracies and/or irrelevant material.

Limited knowledge and understandin g of the basic underlying concepts and principles within the subject area. Some elements may be missing.

Knowledge of the basic underlying concepts and principles is accurate with a good understandin g of the field of study but lacks depth and/or breadth.

Competentkn owledgeof the basic underlying concepts and principles.

Exhibits very good understandin g.

Excellentkno wledge and understandin g of the basic underlying concepts and principles of the subject.

Exceptional, detailed knowledge and understandin g of the basic underlying concepts and principles

Cognitivean d intellectual skills

Wholly or almost wholly descriptive work. Little or

Largely descriptive work, with superficial

Limitedattemp t atevaluationof the underlying

Goodevaluati onof the underlying concepts and

Sound evaluationof the underlying concepts and

Excellent evaluationof the underlying concepts and

Exceptional evaluation of the underlying concepts and

Level 4

FAIL

MARGINAL FAIL

SATISFACTORY

(3rd / Pass)

GOOD

(2.2 / Pass)

VERY GOOD

(2.1 / Merit)

EXCELLENT

(1st / Distinction)

EXCEPTIONAL

(1st / Distinction)

Category

0-29%

30-39%

40-49%

50-59%

60-69%

70-84%

85-100%

(Evaluate underlying concepts and principles of a subject and interpret qualitative and quantitative data in order to develop lines of argument and make sound judgements.)

no evaluation of the underlying concepts and principles.

Failure to develop arguments, leading to illogical or invalidjudgem ents. Minimal or no use of evidence to back up views.

evaluation of the underlying concepts and principles.

Weak interpretation of data, flawed development of arguments and judgements. Information accepted uncritically, uses generalised statements made with scant evidenceand unsubstantiat ed opinions. Ideas sometimes illogical and contradictory.

concepts and principles, tending towards description. Can interpret qualitative and quantitative data but with some errors. Some evidence to support emergingargu ments and judgements but these may be underdevelop ed or with a little inconsistency

/ mis- interpretation.

principles. Can interpret qualitative and quantitative data, with minor errors. An emerging ability to use evidence to support the argument.

Mostly valid arguments and logical judgements.

principles. Can interpret qualitative and quantitative data accurately.

Ability to devise argumentsusi ng evidence to make mostly appropriate and valid judgements.

principles. Can interpret qualitative and quantitative data accurately and with some insight. Excellent ability to devise arguments using evidence and make appropriate and valid judgements.

principles based evidence. Outstanding interpretation of qualitative and quantitative data.

Exceptional ability to devise arguments using evidence and make wholly appropriate and valid judgements.

Practical skills

(Different

Limited or no use of taught, basic

Rudimentary application of taught,

An adequate awareness and mostly

A good and appropriate application of

A very good application of a range of

An advanced application of a range of

Exceptional levels of application

 

 

Level 4

FAIL

MARGINAL FAIL

SATISFACTORY

(3rd / Pass)

GOOD

(2.2 / Pass)

VERY GOOD

(2.1 / Merit)

EXCELLENT

(1st / Distinction)

EXCEPTIONAL

(1st / Distinction)

Category

0-29%

30-39%

40-49%

50-59%

60-69%

70-84%

85-100%

approaches to solving problems in particular contexts.)

methods, materials, tools and/or techniques. Little or no appreciation of the context of the application.

Very weakevidenc e of different approaches to problem- solving in particular contexts.

basicmethods

, materials, tools and/or techniques but without consideration and competence. Flawed appreciation of the context of the application.

Weak evidence of different approaches to problem- solving in particular contexts.

appropriate application of basic methods, materials, tools and/or techniques. Basic appreciation of the context of the application.

Can identify problems in particular contexts and propose basic alternative approaches or solutions though there may be errors.

basic methods, materials, tools and/or techniques. Clear appreciation of the context of the application.

Good evidence of different approaches to problem- solving in particular contextsand proposesmost ly appropriate solutions.

basic methods, materials, tools and/or techniques. Very good consideration of the context of the application.

Very good evidence of different approaches to problem- solving in particular contexts and proposes appropriate solutions.

taught, basicmethods

, materials, tools and/or techniques. The context of the application is well considered, and insightful. Excellent evidence of different approaches to problem- solving in particular contexts and proposes appropriate solutions.

and deployment skills in particular practical contexts.Outs tanding identification of problems in particular contexts and formulation of wholly appropriate, thoughtful solutions / different approaches.

Transferable skills for life and professional practice

(Communicate the results of their

Work is poorly structured, disorganised, inaccurate and/or confusingly

Work is poorly presented in a disjointed manner. It is loosely, and at times

Mostly ordered presentation and structurein which relevant ideas

Mostly coherent, organised and accurate work,in a suitable structure and

Work is accurate, coherent, fluent, well- structured and organised.

Work is coherent, very fluent and is presented professionally

.Can work

Work is accurate, exceptionally coherent, very fluent and presentedwell

Level 4

FAIL

MARGINAL FAIL

SATISFACTORY

(3rd / Pass)

GOOD

(2.2 / Pass)

VERY GOOD

(2.1 / Merit)

EXCELLENT

(1st / Distinction)

EXCEPTIONAL

(1st / Distinction)

Category

0-29%

30-39%

40-49%

50-59%

60-69%

70-84%

85-100%

study/work accurately and reliably, and with structured and coherent arguments; the qualities needed for employment requiring the exercise of some personal responsibility within a structured and managed environment.)

expressed. Very weakuse of language and/or very inappropriate style.Failure to work effectively individual or as part of a group. Little or no evidence of the skills foremployme ntrequiring the exercise of some personal responsibility.

incoherently, structured, with information and ideas often poorly expressed. Weak use of language and/or inappropriate style.Flawed approach to individual or group work, meeting only partial obligations to others.

Limited evidence of the skills for employment requiring the exercise of some personal responsibility.

/ concepts are reasonably expressed.W ork may lack coherence and/or accuracy in places.Can work as part of a group, meeting most obligations to others but perhaps with limited involvement in group activities.

Demonstrates the basic skills for employment requiring the exercise of some personal responsibility, with some areas of minor

is for the most part clearly expressed.Ca n work effectively independently and/or as part of a team, with clear contribution to group activities.

Demonstrates the skills for employment requiring the exercise of some personal responsibility, with some areas of strength and some of minor weakness.

Can work effectively independently and/or as part of a team, with very good contribution to group activities.

Demonstrates very goodskills for employment requiring the exercise of some personal responsibility, with just occasional minor weakness.

effectively independently and/or as part of a team, with an excellent contribution to group activities.

Demonstrates excellentskills for employment requiring the exercise of some personal responsibility with an appetite for further development.

. Can work effectively independently and/or as part of a team, with an exceptional contribution to group activities.

Demonstrates exceptional skills for employment requiring the exercise of some personal responsibility with an appetite for further development.

Level 4

FAIL

MARGINAL FAIL

SATISFACTORY

(3rd / Pass)

GOOD

(2.2 / Pass)

VERY GOOD

(2.1 / Merit)

EXCELLENT

(1st / Distinction)

EXCEPTIONAL

(1st / Distinction)

Category

0-29%

30-39%

40-49%

50-59%

60-69%

70-84%

85-100%

 

 

 

weakness.

 

 

 

 

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