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Understanding the Principles of Marketing

Understanding the Principles of Marketing
Faculty of Business and Law
aCADEMIC YEAR 2018/19
assessment brief
Module Code:
UMKDDE-15-1 (MET)
Module Title:
Understanding the Principles of Marketing (MET)
Submission Deadline:
By 14:00 on Wednesday 10 April 2019
Assessment Component
Component B – Individual Business Report
Assessment Weighting:
50 per cent of total module mark
Marking and feedback deadline (20 working days)
By 14:00 on Friday 10 May 2019
Assessment Instructions
For Component A, you will have completed the first steps of a marketing plan by undertaking a market audit for a brand/organisation of your choice and will have identified a set of critical success factors (CSFs). Now working individually, for Component B you will build on this work and assume the role of a ‘Marketing Consultant’. Using the evidence collected over the course of the market audit you will:
· Prioritise two (2) CSFs including the targeted market segments
· Provide an overview of your brand/organisation and a description of its current marketing mix (ensuring you address all 7Ps)
· Make substantiated recommendations as to how your brand’s/organisation’s Marketing Mix should be altered/developed/enhanced for key stakeholder groups on the basis of your identified CSFs. Again, you should ensure you cover all 7Ps in this section [if applicable], although they can be split between your CSFs e.g. four of the 7Ps altered for CSF1, three altered for CSF2 etc.
Marking Criteria
Please see marking criteria grid below.
Your work will be assessed on your ability to:
· Present a clear overview of your chosen brand/organisation and identify key market segments
· Identify and prioritise critical success factors (CSF’s), plus targeted market segments, on the basis of market evidence.
· Demonstrate an understanding of the individual components of your brand’s existing marketing mix (7P’s). In light of the key CSF’s and the target markets you have identified offer clear and reasoned justification on future decisions on each of the elements of the marketing mix (7P’s).
· Present your work clearly and creatively in the form of a formal business report, referenced using UWE Harvard as appropriate. You are strongly advised to use sub-headings in sections 3 and 4.
UPM COURSEWORK MARKING GRID – ASSESSMENT COMPONENT B
CRITERIA
FIRST (70% +)
UPPER SECOND (60-69%)
LOWER SECOND (50-59%)
THIRD (40-49%)
FAIL (0-39%)
Present a clear overview of your brand/ organisation and identify key market segments (20%).
Excellent, thorough and concisely stated introduction to the brand/organisation, its industry and its markets.
20-14
Good introduction to the brand/organisation, its industry and its markets with the odd minor error or omission.
14-12
Sound introduction to the brand/ organisation, its industry and its markets with a number of minor errors or omissions
12-10
Basic introduction to the brand/organisation, its industry and its markets with the odd major error/omission and a few minor errors or omissions
10-8
The task has been incorrectly attempted or does not demonstrate sufficient understanding of the brand/ organisation, its industry and its markets.
8-0
Identify and prioritise critical success factors (CSF’s), plus targeted market segments, on the basis of market evidence (20%).
CSFs and targeted market segments are correct and clearly identified and prioritised. Up to date market evidence or theory has been used to support prioritisation at an excellent level
20-14
CSFs and targeted market segments are correct and clearly identified and prioritised. Market evidence or theory has been used to support prioritisation with the odd minor omission or error.
14-12
CSFs and targeted market segments are largely correct and an attempt has been made to prioritise them. Some market evidence or theory has been used to support prioritisation but with a number of minor errors or omissions
12-10
CSFs and targeted market segments are largely correct and an attempt has been made to prioritise them. Some market evidence or theory has been used to support prioritisation but with a major error/omission and a few smaller ones
10-8
CSFs and targeted market segments are not addressed or the concept is so poorly considered to be unacceptable. Little or no attempt to prioritise them and little or no market evidence in support.
8-0
Demonstrate an understanding of the individual components of your brand’s existing marketing mix (20%).
Demonstrates an excellent understanding of all elements of the existing marketing mix including both product and service elements. Use of models such as the product anatomy
20-14
Demonstrates a good understanding of all elements of the existing marketing mix including both product and service elements with a few minor errors or omissions.
14-12
Demonstrates a sound understanding of all elements of the existing marketing mix including both product and service elements with a number of minor errors or omissions.
12-10
Demonstrates a basic understanding of all elements of the existing marketing mix including both product and service elements with a major error/omission and a few smaller ones
10-8
Demonstrates a limited, flawed or poor understanding of the elements of the existing marketing mix.
8-0
Based on the key CSF’s and the target markets you have identified offer clear and reasoned justification on future decisions on each of the elements of the marketing mix (7P’s) (30%).
The answer draws a clear link between the issues identified by the CSFs and the required alterations to the marketing mix. Proposed alterations are explained in excellent detail.
30-21
A good attempt to draw a link between the issues identified by the CSFs and the required alterations to the marketing mix. Proposed alterations are explained in good detail with a few minor errors or omissions.
21-18
A sound attempt to draw a link between the issues identified by the CSFs and the required alterations to the marketing mix. Proposed alterations are explained in good detail with a number of minor errors or omissions
18-15
Some attempt has been made to draw a link between the issues identified by the CSFs and the required alterations to the marketing mix. Proposed alterations are basically outlined but with a major error/omission and a few smaller ones
15-12
Little or no attempt has been made to link the issues identified by the CSFs and the required alterations to the marketing mix. Explanation of how elements of the mix should be altered are superficial, unjustified or missing
12-0
Present your work clearly and creatively in the form of a formal business report, referenced using UWE Harvard as appropriate (10%).
Report is presented to a professional standard with excellent standards of English, punctuation and grammar. Referenced correctly using UWE Harvard.
10-7
Report is presented to a good standard with good standards of English, punctuation and grammar. Referenced correctly using UWE Harvard. Minor errors only.
7-6
Report is presented to a reasonable standard with acceptable standards of English, punctuation and grammar. Referenced correctly using UWE Harvard. A number of minor errors.
6-5
Basic attempt to present work in report format with acceptable standards of English, punctuation and grammar. Referenced correctly using UWE Harvard. A number or major and minor errors.
5-4
Presentation of report is of an unacceptable standard with poor standards of English, punctuation and grammar. Little or no attempt to reference correctly using UWE Harvard.
4-0
Generic Qualitative Marking Guide
First Class. 70%+
Distinctive submissions that demonstrate exceptional learning in ALL the following criteria:
· All tasks in assessment brief are comprehensively addressed and of a consistently high standard;
· Clear integration and substantiation of relevant marketing tools;
· Submission has practical feasibility within industry context;
· Conclusions drawn at various stages are sustainable and appropriate;
· Effective presentation and concise communication of ideas and written quality of report format and writing
· Evidence of wider reading
· Clear acknowledgement of ALL relevant academic sources using the UWE HARVARD Referencing system where appropriate;
· Outstanding presentation quality, structuring and written in language appropriate to a business environment.
Upper Second Class 60-69%
Above average submissions that demonstrate substantial learning in ALL the following criteria:
· Tasks in assessment brief are comprehensively addressed and of a consistently high standard;
· Integration and substantiation of relevant marketing tools demonstrated;
· Conclusions drawn at various stages are sustainable and appropriate, though the comprehensiveness of the coverage may not be clear;
· Effective presentation and concise communication of ideas and written quality of report format and writing;
· Some evidence of wider reading
· Clear acknowledgement of ALL relevant academic sources using the UWE HARVARD Referencing system;
· Strong presentation quality, structuring and appropriate business language.
Lower Second Class 50-59%
Average submissions that demonstrate broad learning across the assessment but with no outstanding areas:
· Tasks in assessment brief are addressed and of an acceptable standard;
· Integration and support of relevant marketing tools with no major omissions;
· Effective and concise communication of ideas and written quality of report format and writing;
· Minimal evidence of further reading having been undertaken;
· Acknowledgement of majority of relevant academic sources using UWE HARVARD Referencing system;
· Acceptable quality of presentation, structuring and minimal spelling/ grammatical errors.
Third Class 40-49%
Submissions indicate poor but adequate learning in the module:
· Tasks in assessment brief are superficially covered, lacking in detail, with minimal supporting explanation given;
· Main marketing tools are utilised but coverage and discussion weak;
· Conclusions drawn at various stages are weak and without academic underpinning;
· Sufficient presentation and communication of ideas.
· Written quality of report format and writing adequate, albeit weakly evidenced;
· No evidence of wider reading;
· Few academic sources cited and incorrect referencing system used;
· Adequate level of presentation some structural, spelling and grammatical issues.
Referred < 40%
Submissions indicate minimal learning in the module:
· Inability to address the tasks set out in the brief, coverage of material sparse;
· Fails to answer the tasks set;
· Minimal application of relevant marketing tools and misses key points;
· Minimal / no indication that the student is aware of and can use module material;
· Conclusions drawn at various stages are sustainable and appropriate;
· Ideas and written quality of report format and writing not supported with appropriate evidence;
· No evidence of wider reading
· Inaccurate citing of academic sources;
· Poor level of presentation, lacking structure, some structural, spelling and grammatical issues.
Formative feedback and Support
Formative feedback
You will receive comments and feedback from tutors during your work in tutorials on the various tasks associated with both Component A and B. In addition, there will be ample opportunity for your work to be discussed and reviewed within Lectorials during time specifically allocated for this each week.
Further information about this assessment is available on the Blackboard site for this module and includes:
· This Assessment Brief
· Templates for each element of the assessment
· Lectorial slides that contain guidance on the component.
Formatting
Please use the following file format of .doc or .docx – We cannot ensure that other formats are compatible with markers’ software.
All work should be word processed in 12-point font Arial and single spaced.
The first page of your coursework must include:
· Your student Number
· The module Name and Number
· Your word Count
· The coursework title
· It should have a clear title page – This should include the title of the report, for whom it was produced, who has produced it (you should only include your student number not your name), the date and a word count.
· It should begin with an ‘Executive Summary’ – This is an extended paragraph, similar to an abstract for a journal. It should cover the scope of the report, explain its purpose and/or objectives, describe the procedure used to write the report, and briefly explain its findings and/or recommendations.
· The Executive Summary should be followed by a ‘Table of Contents’ – This should contain a list of all of the section headings, sub-section headings and page numbers. Sections and sub-sections should be numbered throughout. For example the Introduction section should be numbered 1.0 whilst any sub-sections should be 1.1, 1.2, 1.3 etc. Section headings are at the author’s discretion but as a general rule they should clearly signpost what is being covered within that section, e.g. “Coca Cola’s Current Marketing Mix”. Any diagrams, tables and figures should also be numbered and should have a title.
· There should be a section introducing the brand/organisation – This introduction might include background information on the brand (assume the marker is not familiar with the brand), information on competitors and market share, and information on customers and key target markets.
· There should be a section describing the brand’s/organisation’s current Marketing mix – You should ensure you address all 7Ps within this (if applicable).
· There should be a section explaining the prioritised CSFs.
· There should be a section detailing recommendations alterations, developments or enhancements to your brand’s/organisation’s marketing mix in the light of your prioritised CSFs – You should ensure you cover all 7Ps in this section, although they can be split between your CSFs e.g. four of the 7Ps altered for CSF1, three altered for CSF2 etc.
You are required to cite your sources throughout the report and include a bibliography of references using UWE Harvard referencing – Where applicable relevant academic concepts and frameworks should be used to support your discussion.
You may include diagrams, tables or graphs – They are valuable resources in a report (particularly when there is a word count) as they can say a thousand words but only if used properly and referred to within the body of the report. Always give a diagram, table or graph a number and a title, as well as crediting the data source as shown in the example below. You should refer the figure by name/number, for example, “Figure 1 demonstrates that sales of peanut butter cookies continue to increase…”.
rocket%20sales%20graph
Figure 1: Graph to show the year on year sales increases of peanut butter cookies (2000-2013) Source: Mintel (2013)
Word Limit
The business report should not exceed 1500 words and should be structured in an appropriately formal business style. If a report exceeds 1500 words, marks will not be awarded for the portion that exceeds the limit. Marks are awarded for presentation, spelling, grammar and the appropriate use of business terminology. Work placed in appendices should be supporting evidence only and will not make a contribution to the marks awarded.
· This word count includes everything in the main body of the text (including headings, tables, citations, quotes, lists, etc.).
· The references, bibliography and footnotes (provided footnotes only include references) are NOT included in this word count.
· There is no direct penalty for exceeding the word count, but the marker WILL stop reading once the maximum word limit has been reached and nothing further will be taken into account in the allocation of marks.
You can view the UWE word count policy here: http://www1.uwe.ac.uk/aboutus/policies
Referencing:
Please ensure you adhere to the principles of good academic practice and ensure you use the UWE Harvard/ system to reference your work—citing sources of market information or academic theory and include a bibliography of references. Failure to properly reference your work to original source material can be grounds for the assessment offence of plagiarism and may result in failure of the assessment or have more serious implications.
For further guidance on correct referencing go to:

http://www1.uwe.ac.uk/students/studysupport/studyskills/referencing.aspx

Details of what constitutes plagiarism and how to avoid it can be found here:

http://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/plagiarism.aspx

For general guidance on how to avoid assessment offences see:

http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentoffences.aspx

Instructions for submission
Component B must be submitted by 14:00 on Wednesday 10 April 2019 via Blackboard .
You must submit your assignment before the stated deadline by electronic submission through Blackboard. Notification that the electronic submission portal is open for your assignment is displayed (usually two weeks before the submission date) in the Coursework tab in myUWE, the Coursework tab in Blackboard and via an announcement in the Blackboard course.
Please ensure you allow sufficient time to upload your script, noting that the system becomes busier and slower as the deadline approaches. Only your final upload will be counted. Ensure all your information is submitted at one attempt to avoid ‘overwriting’ your intended submission. Always check and retain your receipts.
Late submission in the 24 hours following the deadline will be accepted but the assignment mark will be capped at 40%. Submissions after 24 hours will not be accepted. For full guidance on online submission through Blackboard, see:

http://info.uwe.ac.uk/online/Blackboard/students/guides/assignments/default.asp

Submissions of Component B coursework by any other method (including a paper copy, on disc, by email or by fax) are NOT permissible unless specifically agreed in advance of the submission date.
Final feedback and marks release
Students will normally receive marks and feedback on their submission within 20 working days of the submission deadline (not including any public holidays or university closure days). Any delay in returning students’ work will be communicated by the module leader via Blackboard.
Feedback on this module is not limited to the written comments you will receive on individual written assessment submissions.
Feedback and marks for this module will be available by Friday 10 May 2019.
For further guidance on feedback, please refer to the module handbook.
Further Guidance and Support
Guidance on study skills: http://www1.uwe.ac.uk/students/studysupport/studyskills.aspx
Support from the FBL Academic Success Centre (2B076):

http://www1.uwe.ac.uk/bl/bbs/aboutus/studentexperience/academicsupportcentre.aspx

Guidance on UWE assessment regulations and terminology: http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentsguide.aspx
Guidance on using the library: http://www1.uwe.ac.uk/library/usingthelibrary.aspx
Personal Circumstances
If you are experiencing difficulties in completing a piece of assessment on time due to unexpected circumstances (for example illness, accident, bereavement), you should seek advice from a Student Support Adviser at the earliest opportunity.
Please note the module leader cannot grant personal circumstances or extensions.
Appointments with a student adviser can be made via an Information Point or online at:

http://www1.uwe.ac.uk/students/academicadvice/studentadvisers.aspx

The Student Support Adviser will advise as to whether you should submit an application for ‘Personal Circumstances (PCs)’, how to do so and what evidence is required to support the application.
Further details on ECs can be found here:

http://www1.uwe.ac.uk/students/academicadvice/assessments/personalcircumstances.aspx

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