individual online blog and report in which students undertake the first step in a marketing plan and explain how to carry out a marketing audit using appropriate examples.

Faculty of Business and Law

Module Code:

UMKD6J-15-1

Module Title:

Understanding the Principles of Marketing (BIM)

Submission Deadline:

Before 14:00 on Monday 3 August 2020

Assessment Component:

Component A – Individual Online Blog and Report

Assessment Weighting:

50% of total module mark

Marking and feedback deadline (20 working days):

Monday 31 August 2020

Module Re-assessment

This re-assessment brief is for Component A and is for students who did not pass the Group Marketing Audit, Infographic and Blog assessment with their first submission.

The Component A re-assessment is an individual online blog and report in which students undertake the first step in a marketing plan and explain how to carry out a marketing audit using appropriate examples.

Students who do not achieve an overall pass mark of 40% (calculated across the module’s two components) after re-assessment will be considered to have failed the module.

Component A Re-Assessment Instructions

1. Select a brand

Select a brand from one (1) of the following sectors to be the subject of your online blog and report:

· Casual dining (excluding fast food restaurants)

· Chilled or frozen desserts (excluding yoghurt and ice cream)

· Events (including arts, cultural, entertainment, festivals, music, recreational or sports)

· Hotels

· Video game developers (either console or PC)

Your chosen brand can be UK-based or international but please note, should you pick a brand that does not fall within this sector list, you will receive a mark of 0 for this Component.

If you have any doubts about your choice of brand, please check with the Module Leader before proceeding with your research.

2. Set up a blog on Wordpress.com

You should imagine you work for a consultancy firm. You have been asked by your line manager to provide some advice and guidance to a group of junior colleagues on how to conduct a marketing audit, and to explain why this is an important stage of developing a basis for marketing decisions. You have been asked to communicate with your junior colleagues via an online blog. You are required to make three (3) entries to your blog as follows:

· First blog entry: Provide a summary of how to carry out the first step in a marketing audit, the macro/micro environmental analyses. Your summary should include an explanation of the purpose and process of conducting a PESTLE analysis and should advise on suitable sources of data and information, using your brand by way of example to illustrate key points. This blog should be presented using sub-headings and bullet points. The word limit for your first blog entry is 500 words.

· Second blog entry: Provide a summary of how to carry out the second step in a marketing audit, the TOWS analysis. Your summary should include an explanation of the purpose of a TOWS analysis and how it is linked to the macro/micro analyses and should also describe the process of generating ‘Critical Success Factors’ (CSFs). You should present a brief TOWS analysis matrix for your brand by way of example, with additional explanatory text presented using bullet points and/or brief paragraphs. The word limit for your second blog entry is 500 words.

Please note, a TOWS analysis is not the same as a SWOT analysis; presenting a SWOT analysis rather than a TOWS analysis will have a detrimental impact on your mark.

· Third blog entry: Explain the importance and value of conducting a marketing audit for short, medium and long term decision making, using your brand by way of example to illustrate key points. This blog should be presented using sub-headings and paragraphs. The word limit for your third blog entry is 500 words.

The word limit for the blog in its entirety is 1,500 words. Your blog entries should include citations to academic models/theories as well as market data and information relating to your chosen brand to illustrate points made. Each of your blog entries should also include a reference list, presented in the UWE Harvard format. These reference lists are not included in the word count for each blog.

3. Turn your blog in to a Word report

Once completed, the text from your blog should be copied and pasted into a Word document, presented in report format and submitted via Blackboard.

Your report must include a working link to your online blog .

Your report should also include one reference list, presented at the end of your report and in the UWE Harvard format. This reference list is not included in the overall word count for the report.

Marking Criteria

The marking criteria is outlined below and is also used as the basis for the marking grid shown at the end of this brief.

First Blog Entry: Macro/Micro Environmental Analyses (30%)

Evaluated against the following marking criteria:

· The level of understanding of the purpose and process of conducting macro/micro environmental analyses

· The selection and application of appropriate academic models

· The relevance of the macro/micro factors identified

· The extent to which the macro/micro factors identified are substantiated with appropriate market data and information from suitably academic sources

Second Blog Entry: TOWS Analysis and Critical Success Factors (CSFs) (30%)

Evaluated against the following marking criteria:

· The level of understanding of the purpose and process of conducting a TOWS analyses

· The application of the TOWS analysis model

· The linkage between the macro/micro factors identified and the strengths, weaknesses, opportunities or threats within the TOWS matrix

· The relevance of the CSFs generated

Third Blog Entry: Short, Medium and Long Term Decision Making (30%)

Evaluated against the following marking criteria:

· The level of understanding of the purpose of conducting a marketing audit for short, medium and long term decision making

Communication, Presentation and Referencing (10%) 

Evaluated against the following marking criteria (applies to both the blog and report unless stated): 

· The inclusion of a working link to the blog

· The standards of spelling, punctuation, grammar and sentence structure 

· The appropriateness of the writing style 

· The standard of presentation (i.e. professional layout and effective use of headings; Report only: cover page, contents page and page numbering)

· The extent to which the in-text citations and reference list(s) conform to UWE Harvard requirements 

Formative Feedback and Support

Further information about this assessment is available on the Blackboard site for this module and includes:

· Templates for each element of the assessment

· Lecture and tutorial slides

The Module Leader will also be available during the re-assessment period if any part of this brief requires clarification.

Formatting

Blog

Please use Wordpress.com to create your online blog. Each blog entry should include:

· Your student number (please do not include your name as this prohibits anonymous marking)

· The module name and module code

· The title of your blog and for whom it has been produced

· The date

· The total word count

Report

Please use the Word file formats of .doc or .docx. We cannot ensure that other formats are compatible with markers’ software.

All work should be presented in 11-point Arial font and 1.5 line spaced.

Your report should have a clear title page and this should include:

· Your student number (please do not include your name as this prohibits anonymous marking)

· The module name and module code

· The title of your report and for whom it has been produced

· The date

· The total word count

Your report should also include a ‘Table of Contents’ and 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 macro/micro analyses section should be numbered 1.0 whilst any sub-sections should be 1.1, 1.2, 1.3 etc. Any diagrams, tables and figures should also be numbered and should have a title.

Word Limit

The blog and report should not exceed 1500 words each and should be structured in an appropriately formal business style. If the blog or report exceeds 1500 words, marks will not be awarded for the portion that exceeds the limit. You may include appendices to support your report, but these should be used for illustrative purposes only. You may, for example, wish to include tables, charts and/or graphs to support points made within the main body of the report. Any text presented within the appendices will NOT be read or marked.

· This word count includes everything in the main body of the text (including headings, tables, charts, graphs, 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 adhere to the principles of good academic practice and ensure you reference all sources used when developing your assessment, using the UWE Harvard system. 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

Your blog must be published on Wordpress.com and your report must be submitted via Blackboard before 14:00 on Monday 3rd August.

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 allow sufficient time to upload your assignment, 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.

For full guidance on online submission through Blackboard, see:

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

Submissions of coursework by any other method (including a paper copy, on disk or by email) are NOT permissible for this module.

Before submitting your work, please ensure that:

· You have proofread you work thoroughly to ensure your work is presented appropriately

· You have addressed all the required elements of the assessment

· You have referenced in accordance with the guidance provided

· You have addressed each of the marking criterion

· The submission is in the correct format

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 Monday 31st August 2020.

For further guidance on feedback, please refer to the Module Handbook.

Further Guidance and Support

General guidance on study skills: is available at: http://www1.uwe.ac.uk/students/studysupport/studyskills.aspx

Specific study skills pages relating to this module include:

Writing skills:

https://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/writing.aspx

Support from the FBL Academic Success Centre:

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

DESCRIPTOR

CRITERIA

Assessment

criteria/

weighting

Grading level

First Blog Entry: Macro/Micro

Analyses

(30%)

Second Blog Entry:

TOWS Analysis & Critical Success Factors (CSFs)

(30%)

Third Blog Entry:

Short, Medium & Long Term Decision Making (30%)

Communication, Presentation & Referencing

(10%)

80-

100

PASS

90-100

Outstanding

80-89

Exceptional

Outstanding / exceptional level of understanding demonstrated. Outstanding / exceptional selection / application of academic models. Outstanding / exceptional relevance of macro/micro factors, fully substantiated with a wide range of appropriate market data & information from suitably academic sources.

24-30 marks

Outstanding / exceptional level of understanding demonstrated. Outstanding / exceptional application of TOWS analysis model. Outstanding / exceptional linkages between macro/micro factors & strengths, weaknesses, opportunities & threats, no new information introduced in TOWS matrix. Outstanding / exceptional relevance of CSFs generated.

24-30 marks

Outstanding / exceptional level of understanding demonstrated, fully illustrated with a wide range of relevant examples using the brand.

24-30 marks

Outstanding / exceptional standards of presentation, spelling, punctuation, grammar & sentence structure. Entirely appropriate writing style. In-text citations & reference list conform precisely to UWE Harvard requirements. Working blog link included.

8-10 marks

70-

79

PASS

Excellent

Excellent level of understanding demonstrated. Excellent selection / application of academic models. Excellent relevance of macro/micro factors, substantiated with a range of appropriate market data & information from suitably academic sources.

21-23 marks

Excellent level of understanding demonstrated. Excellent application of TOWS analysis model. Excellent linkages between macro/micro factors & strengths, weaknesses, opportunities & threats, no new information introduced in TOWS matrix. Excellent relevance of CSFs.

21-23 marks

Outstanding / exceptional level of understanding demonstrated, illustrated with a range of relevant examples using the brand.

21-23 marks

Excellent standards of presentation, spelling, punctuation, grammar & sentence structure. Very appropriate writing style. In-text citations & reference list conform well to UWE Harvard requirements. Working blog link included. 

7 marks

60-

69

PASS

65-69

Very good

60-64

Good

Very good / good level of understanding demonstrated. Very good / good selection / application of academic models, one or two minor errors. Very good / good relevance of macro/micro factors, mostly substantiated with appropriate market data & information from suitably academic sources.

18-20 marks

Very good / good level of understanding demonstrated. Very good / good application of TOWS analysis model, one or two minor errors. Very good / good linkages between macro/micro factors & strengths, weaknesses, opportunities & threats, no new information introduced in TOWS matrix. Very good / good relevance of CSFs.

18-20 marks

Very good / good level of understanding demonstrated, mostly illustrated with relevant examples using the brand.

18-20 marks

Very good / good standards of presentation, spelling, punctuation, grammar & sentence structure, one or two minor errors. Appropriate writing style. In-text citations & reference list conform well to UWE Harvard requirements, one or two minor errors. Working blog link included.

6 marks

50-

59

PASS

55-59

Competent

50-54

Adequate

Competent / adequate level of understanding demonstrated. Competent / adequate selection / application of academic models, several minor errors. Competent / adequate relevance of macro/micro factors, mostly substantiated with market data & information from suitably academic sources, some unsuitable sources.

15-17 marks

Competent / adequate level of understanding demonstrated. Competent / adequate application of TOWS analysis model, several minor errors. Competent / adequate linkages between macro/micro factors & strengths, weaknesses, opportunities & threats, new information introduced in several areas of TOWS matrix. Competent / adequate relevance of CSFs.

15-17 marks

Competent / adequate level of understanding demonstrated, mostly illustrated with relevant examples using the brand, some irrelevant examples.

15-17 marks

Competent / adequate standards of presentation, spelling, punctuation, grammar & sentence structure, several minor errors. Mostly appropriate writing style. In-text citations & reference list conform to UWE Harvard requirements to some extent, several minor errors. Working blog link included.

5 marks

40-

49

PASS

Weak

Weak level of understanding demonstrated. Weak selection / application of academic models, numerous minor errors. Weak relevance of macro/micro factors, some irrelevant, mostly substantiated with market data & information from unsuitable sources, some unsubstantiated.

12-14 marks

Weak level of understanding demonstrated. Weak application of TOWS analysis model, numerous minor errors. Weak linkages between macro/micro factors & strengths, weaknesses, opportunities & threats, new information introduced in numerous areas of TOWS matrix. Weak relevance of CSFs.

12-14 marks

Weak level of understanding demonstrated, mostly illustrated with irrelevant examples using the brand, some points unillustrated.

12-14 marks

Weak standards of presentation, spelling, punctuation, grammar & sentence structure, numerous minor errors. Mostly inappropriate writing style. In-text citations & reference list conform to UWE Harvard requirements to a limited extent, numerous minor errors. Working blog link included.

4 marks

35-

39

FAIL

Poor

Poor level of understanding demonstrated. Poor selection / application of academic models, major errors. Macro/micro factors mainly irrelevant, some substantiated with market data & information from highly unsuitable sources, most unsubstantiated.

10-11 marks

Poor level of understanding demonstrated. Poor application of TOWS analysis model, major errors. Poor linkages between macro/micro factors & strengths, weaknesses, opportunities & threats, new information introduced throughout TOWS matrix. CSFs mainly irrelevant.

10-11 marks

Poor level of understanding demonstrated, some points illustrated with irrelevant examples using the brand, most points unillustrated.

10-11 marks

Poor standards of presentation, spelling, punctuation, grammar & sentence structure, numerous minor errors. Inappropriate writing style. Poor attempt to conform to UWE Harvard requirements, major error. Blog link included; link does not work.

3 marks

0-

34

FAIL

15-34

Very poor

0-14

Incomplete

Very poor level of understanding demonstrated. Very poor selection / application of academic models, major errors. Academic models omitted. Macro/micro factors irrelevant, does not meet the brief Macro/micro factors omitted.

0-10 marks

Very poor level of understanding demonstrated. Very poor application of TOWS analysis model, major errors. No linkages between macro/micro factors & strengths, weaknesses, opportunities & threats, new information introduced throughout TOWS matrix. CSFs irrelevant. SWOT analysis presented instead of TOWS analysis. CSFs not produced.

0-10 marks

Very poor level of understanding demonstrated, points unillustrated. Short, medium and long term decision making section omitted

0-10 marks

Very poor standards of presentation, spelling, punctuation, grammar & sentence structure, numerous minor errors. Entirely inappropriate writing style. In-text citations & reference list omitted. Blog link omitted.

0-3 marks