marketing strategy

MarketingStrategyAssignment1Brief24_eubsdates.docx

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Marketing Strategy

Assessment Brief

Marketing Strategy

Contents Module Leader 4 Key dates and details 4 Description of the assessment 4 Assessment Content 5 Assessment Rubric 5 Anonymous Marking 5 Assessment Regulations 6

Key dates and details

Assessment Type:	Individual Report
Word count/Length	1500 words (max 10 pages of A4 excluding: title page, ‘Tables of….’, references, succinct tables and appendices
Learning Outcomes:	1
Submission Method:	Turnitin

Description of the assessment

Assessment purpose is to critically analyse the past and present marketing strategy as per Learning outcome one to ‘critically evaluate marketing strategy from the perspective of a market led and market focused view’.

This piece of work (Assignment 1) requires you to do a deep-dive in order to critically analyse the past and present marketing strategy of an interesting organisation of your choice. You will use this analysis as a foundation for creating a future focused marketing strategy for the same organisation for your final piece of work (Assignment 2).

Assessment Content

You will present your findings for assignment 1 in the form of a professional and visually stunning document. Think carefully about how you can present your research in a way that is both informative and digestible.

· Your document will be marked against:

1. An executive summary (5 marks = 1 A4 )

2. The rationale behind choosing the organisation (5 marks = 150 words)

3. PAST - What is the organisation’s history/heritage? Why was this business created? Original purpose and values? What consumer needs did it originally fulfil? (15 marks = 200 words)

4. PRESENT PROBLEM - Where is the organisation now? What is happening around the organisation? How efficiently and effectively are they currently operating? (35 marks = 550 words)

5. PLAYERS - Who is the competition? What’s going on with them? How have they been affected? How has the competitive landscape changed? What are they doing about it? (25 marks = 300 words)

6. A summary consisting of the key conclusions (5 marks = 150 words)

7. The presentation and Harvard referencing of the document (10 marks)

· The Output

A 1500 word (+/-15%) professional document across a maximum of 10 pages (A4). The word count excludes: title page, ‘tables of….’, references, succinct tables and appendices

Assessment Rubric

90-100%	80-89%	70-79%	60-69%	50-59%	40-49%	Under 40%
Exceptional, as meets the brief and goes the extra mile. Exceptional amount of research by finding additional sources to reference the arguments. Exceptional depth of analysis by relentlessly focusing on ‘why’, which is called critical evaluation. Exceptional presentation visually, in attention to detail and an engaging writing style	Very high quality, as it meets the brief brilliantly. Very high-quality research by using all suggested references Very high -quality analysis but which mostly focuses on ‘why’ apart from one or two places Presented to a very high quality visually, minor gaps of attention to detail, minor lapse of energy in writing style	High quality, as meets the brief apart from minor elements missing. High-quality research by using most suggested references High quality in describing, mostly analyses well but the focus on ‘why’ lacks consistency in a few places Presented to a high quality visually, with some gaps of attention to detail and consistent but monotonous writing style	Very good as meets most of the brief but some elements lack detail. Very good research by using many suggested references with some missed out Very good in describing, mostly descriptive and focused on ‘what’ with limited focus om ‘why’ Very good presentation visually, with inconsistent attention to detail and descriptive writing style	Good, as is inconsistent in meeting the brief with some elements completely not addressed Good research by using only some suggested references Good in describing, mostly descriptive and focused on ‘what’ Good presentation visually, with lack of attention to detail and a very basic writing style	Satisfactory, as it does not meet most elements of the brief	Fail, as it completely fails to meet the brief
Exceptional	Very high quality	High quality	Very good	Good	Satisfactory	Fail
1st	1st	1st	2.1	2.2	3rd	F

You must submit your work using your student number to identify yourself, not your name. You must not use your name in the text of the work at any point. When you submit your work in Turnitin you must submit your student number within the assignment document and in the Submission title field in Turnitin. A video showing how to do this can be found in the student guide

Assessment Regulations

for students define the framework within which teaching and assessment are conducted. Please make sure you are familiar with these regulations, policies and procedures.

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