MAR009-6 Assignment Brief
Unit Title: Marketing
Unit Coordinator: Dr. Carmine Franco De Vita Unit Code: MAR009-6
Assignment Title/No: Assessment 1 Assessment Weighting: 30%
Submission date/week: Week 8 Anonymous Marking? No
Submission instructions Submission is electronically via BREO/Turnitin.
Core Learning Outcomes for this assessment
Core Learning Outcome
On completion of this assessment you should be able to: Threshold Standards
To achieve the learning outcome you must demonstrate the ability to:
Core Learning Outcome 1
Assess and critically evaluate the role and value of the contemporary marketing function to both companies and consumers alike, in terms of delivering both corporate and customer value in what is arguably an increasingly complex and fragmented external environment.
Demonstrate a postgraduate level ability to assess and evaluate the role and value of contemporary marketing theory to companies and consumers alike.
Convey a postgraduate level understanding of the impact upon marketing, of external environmental forces.
No Assessment Method* Description of Assessment Method Weight
% Learning Outcomes Assessed Submission week (assignments) or length (exam)
Academic Week 8
Individual Written Report
Every product manager must look at its marketing in relation to the marketing mix. The marketing mix, often referred to as the 4Ps, is a means of assessing how to balance the elements of the mix in order to meet customers’ needs.
Normally, no two branded products are identical and therefore every organisation must decide on its own balance of the 4Ps to suit its consumers’ needs. Unfortunately there are many internal and external factors that will influence an organisation’s marketing mix. Key factors include the size of the business, the markets it operates in and available corporate resources.
In assessment 1, you are required to undertake secondary research into the current UK market for oven-ready foods. As a result of this research, you will identify a product that that is currently underperforming (in terms of like for like sales), compared to its closest competitors.
Once you have agreed the product with your lecturer, you will (after applying a variety of marketing techniques and theories), concisely assess and evaluate (using material derived from secondary sources of information), the extent and nature of the current impact of external environmental forces upon the product and then go on to critically evaluate the key miss-match (or miss-matches if you identify more than one significant one), between current contemporary marketing theories, and the apparent marketing strategy employed at the present time.
We will be particularly interested in seeing evidence of your ability to understand, assess and critically evaluate the impact of five remote environmental forces/factors, namely: (1) economic, (2) social, (3) political, (4) technological, and (5) ecological factors (Pearce & Robinson, 2013).
NB. No two individuals are to use the same product for this assessment. You are normally required to communicate to your lecturer your chosen product no later than 23:59 on the Monday of week 4 (via the Product Choices Submission section in BREO). If two students submit the same product, the first to submit will get their preferred choice.
Format for submission
This assignment should be submitted in a short (but strictly), Marketing Report format. A pro-forma with key headings will be provided for you in BREO.
A minimum of 8 referenced academic sources are required. No more than 20% of all ‘academic’ references may be from non-peer reviewed sources.
The sources of all figures and data included in your report must be clearly cited in their relevant/appropriate places within your report, as well as in the reference section of the document.
Word limit: 1000 words (+/- 10%)
Extent of Collaboration Allowed
This is an individual assignment and therefore no collaboration with other individuals undertaking this assessment will be allowed.
Knowledge & Understanding:
• Analysis of key issues/concepts/ethics with originality and autonomy.
• Development of conceptual structures and argument making excellent use of scholarly conventions
• Demonstrating independence of thought and intellectual rigour and consistency.
40% of the overall mark.
Intellectual (thinking), Practical and Affective Skills
• Analysis of key issues/concepts/ethics.
• Development of conceptual structures and argument, making consistent use of scholarly conventions.
• Research skills, independence of thought, intellectual rigour and consistency.
40% Of the overall mark.
• Clear and consistent report structure according to the instructions of the report brief.
• All sources clearly acknowledged and correctly referenced.
• Clear and consistent language and expression.
20% Of the overall mark.
Online feedback can normally be accessed via BREO/Turnitin, 15 working days after the assessment. Your mark / grade will not be communicated to you via TURNITIN; you will need to refer to your SiTs e-vision account. The mark/grade remains provisional until approved by the relevant examination board.
Professional Academic Development:
The Professional Academic Development team offer study support to students at the University of Bedfordshire. Areas where PAD can help, in relation to this assignment, are:
• Structuring assignments
• Academic writing
• Critical thinking and analysis
• Avoiding plagiarism
• Time management and prioritising
• Researching and evaluating information
All students can access the PAD BREO site. This contains a wide range of helpful resources, including study guides, tip sheets and website links. Study skills workshops are run throughout the academic year at Bedford and Luton. These are normally free, run on more than one day and are open to all students. Full details can be found at: http://lrweb.beds.ac.uk/pad/workshops, or on the PAD BREO site.
All students are able to book a one to one tutorial with a PAD tutor to discuss their study skills or assignment feedback. If you would like to make an appointment, please visit your Student information Desk [SiD] or contact the PAD team:
Bedford campus, Polhill Avenue: 01234 793081
Luton campus, Park Square: 01582 489202
Reading and Resources:
Subject –specific library guides are available in printed format in the LRC and on the Learning Resources web site http://lrweb.beds.ac.uk/guides/subjectguides. These guides tell you which resources are important for your particular course. The Subject Librarian is Alan Bullimore and he can be contacted by email at firstname.lastname@example.org or by phone 01582 743488. Alan is based in the Luton Campus. You can call free of charge from the LRC enquiry desk.
Written By: Dr Carmine Franco De Vita
Moderated By: Dr Habte Selassie
-[ENTER THE COMPANY AND PRODUCT NAME HERE]-
Written and Submitted by:
-[ENTER YOUR ID NUMBER AND NAME HERE]-
(Submit this only via BREO/Turnitin)
Do not submit paper copies!
1. Background / Current Situation
In this section (using relevant theories and data etc.), you need to tell the reader a little about the product and why (given your research), the product has not been as successful as it should have been to date.Include a SWOT analysis here. Please noteI do not need a history lesson about the product. If you insist on including this, I will deduct marks!
2. Product Analysis
In this section, I want you to briefly analyse the product using relevant theories/techniques. For example explain its current key features, pricing, approximate current sales volume, unique selling proposition (USP), how long has it been sold for and current target market etc. Bullet points are acceptable here.Remember if you are including data/opinions etc. that are not yours, cite the sources!
3. PESTEL Analysis
In this assignment you will undertake a PESTEL analysis relating to your product. This requires you to critically evaluate what external environmental factors may recently have affected your product.Most importantly however, you must critically evaluate the key miss-match (or miss-matches if you identify more than one significant one), between current contemporary marketing theories, and the apparent marketing strategy employed by the product management team at the present time.All the key headings below will affect your product in some way, so I expect you to write something under each one.
Social and Cultural Environment
Bibliography / References
All the figures and other statements of fact need to be supported by cited sources as you write the report. Here you need to put the relevant sources in full and in order, so that should I need to, I could find the relevant material/information.
Append here anything you wish to use to support what you have included in your report such as figures, diagrams, illustrations etc.
Word Limit: 1000 (+/- 10%) Appendices are not included in your word limit.