BSP4064
Introduction to Marketing
Assessment 2
Submission:
Through TurnItIn
Module leader:
Using ‘TurnItIn’
Feedback: TBC
Individual report: 100 marks (40% of module marks, a detailed breakdown of marks will be given of the assignment in seminars)
This assessment is a continuation from your first assessment (group presentation).
You are required to prepare a 2,000 word report on the following
You are a marketing executive and the organisation you work for is looking to expand their market. This can be achieved either through introducing a new product (product development), extending an existing product (product extension), or targeting a new consumer market with an existing product (market development). In order to fulfil this task you must:
Briefly introduce the company* (who they are, what they sell, luxury brand etc) pantene
Briefly identify the marketing environment **
Identify and justify one option that has most potential for growth using Ansoff’s matrix **
Undertake a Segmentation, Targeting and Positioning analysis for the proposed growth
Develop a marketing mix for the proposed growth
Assessment Guidance:
* When choosing an organisation you can ONLY choose an organisation that operates within the market from your assessment 1 (group presentation).
There must NOT be any duplication of chosen organisations within your presentation group
There are no restrictions as to which organisation you can choose. However, before you decide on your chosen organisation, undertake some research to make sure that there is enough information available to you.
The organisation you pick must be a REAL, tangible organisation and one that is currently in business.
** Use the findings from the group presentation to briefly discuss the marketing environment of your chosen organisation. In detail identify and justify one possible area for growth for your chosen organisation
You should submit your report to TURN IT IN by 4pm on the day of submission. All material, including charts, diagrams and statistics should be correctly referenced.
Assignment Criteria:
A minimum of 6 academic references must used within this assignment. For example, textbooks or business reports/websites but NOT lecture presentation material or general websites. All material, including charts, diagrams and statistics should be referenced using the Harvard system.
This is a 2,000 word report (+ or – 10%) please ensure that you do not go over the word count.
If you just research using just the recommended text from the reading list and/or base your essays on the lecture material alone you will not gain high marks.
If you wish to gain higher marks you will need to engage in further reading using not just textbooks and but also articles, and you should read around the topics.
You must acknowledge ALL your source(s) and all work should be correctly referenced using the Harvard system, with a complete reference list at the end of the paper. There is a guide on Moodle so there are no excuses.
You may include appendices, however, they serve only as a point of reference and NOT another way to write more. Please note, marks will not be given for appendices
If you wish to include an images and/or relevant theoretical models to assist you in your explanation then do so. Please note that inclusion of any images or models will NOT be attributed any marks.
Tutors will NOT read or comment on any draft or finished assignments before the hand in date, however, there will be plenty of opportunities to discuss your work with tutors
Your assignment should be word-processed and clearly marked with the module name, module code and module leader.
Your work should not contain your name only your student number
Marks for each assessment criterion will be awarded with reference to the standard Cardiff Metropolitan University marking criteria
Marking Criteria
A Briefly introduce the company* (who they are, what they sell, luxury brand etc)
5 marks
B Briefly identify the marketing environment **
5 marks
C Identify and justify one option that has most potential for growth using Ansoff’s matrix **
20 marks
D Undertake a Segmentation, Targeting and Positioning analysis for the proposed growth
30 marks
E Develop a marketing mix for the proposed growth
30 marks
F Correct use of the Harvard referencing system and at least 6 academic references Systematic, logical approach to writing 10 marks
N.B. Just because marks have not been attributed to the introduction and conclusion it does not reduce the importance of these components and should not be ignored.
Learning outcomes:
• Understand the influence of the organisation’s aims, strategy, culture and resources and the broader business environments.
• Utilise a range of tools and techniques to analyse and evaluate markets, market opportunities and market segments.
• Use market and financial data to set and monitor marketing objectives and prices.
• Develop tactical level marketing plans which define marketing mixes appropriate to the marketplace, target group and market conditions.
Deliverables and submission:
You should submit your report through TurnItIn by the due time and date.
Key skills:
This assignment contributes evidence towards attainment of the following key skills:
• Communication
• Problem solving
• Improving own learning and performance
Assessment criteria: note that re-sits will be capped at 40%
The coursework will be marked and graded in accordance with the mark allocations shown above. Marks for each assessment criterion will be awarded with reference to the standard Cardiff Metropolitan University marking criteria at levels A to F.
All marks are subject to agreement at the Examination Board.
Assessment criteria: see Academic Handbook for detailed descriptions
A
70%+
1st class An answer that demonstrates an excellent understanding of the question and of the complex issues involved. There is a sound basis of relevant factual knowledge and/or theoretical issues included. Most of the important issues as dealt with in a detailed, specific and systematic way. Evidence of creativity, critical analysis and a wide base of referenced material beyond that of the core subject matter are included. No significant omissions or errors in written or oral communication.
B
60-69%
2.1 class An answer that demonstrates a clear understanding of the question and grasp of the complexity of the issues involved. There is a sound basis of relevant factual knowledge and/or theoretical issues involved, with a few significant omissions of errors. The issues involved are dealt with overall in a systematic way. Some of the issues may be limited in critical approach but organised to show a comprehensive understanding.
C
50-59%
2.2 class An answer that demonstrates an understanding of the basic issues in the question. There is a basis of factual knowledge and/or/ relevant theoretical issues. Although some errors and omissions may be apparent, most issues are dealt with clearly and accurately. The majority of issues have been dealt with at a level available through course material. The answer shows planning in its construction, with a clear train of thought or development of argument present. Average competent performance will be presented.
D
40-49%
3rd class An answer that demonstrates limited understanding of the main issues. There is relevant factual knowledge and/or awareness of theoretical issues, however, this may be dealt with in a patchy and/or poor and confused for lower D grades. Many significant errors may be present. Lacks clarity of expression. The answer may be poorly planned and with little development of argument.
FAIL GRADES: grade E may be compensatable if other assessments gain high marks
E
35-39% An answer that fails to demonstrate any appreciable understanding of the basic issues of the question. Relevant factual knowledge and/or factual awareness of theoretical issues, if present at all, are very poor and limited. Many significant errors and omissions are apparent. Much or all of the answer is irrelevant to answering the particular question. Poorly organised.
F
<35% Attempts an answer, but relevant factual knowledge and/or awareness of the theoretical issues is very poor. Only superficial points are made. The answer is so short or irrelevant that only a few marks are justified. For example, one or two points made which show only some peripheral awareness of possibly relevant issues.
0% No answer presented. A zero mark may also be warranted for unfair practice such as plagiarism or collusion.
