| | Fail | Fail | Pass | Pass | Pass | Pass | Pass |
| Report | 0-34 (F) – Fail | 35-39 E – Marginal fail | 40-49 (D) | 50-59 (C) | 60-69 (B) | 70-79 (A) | 80-100 (A+) |
| | Not successful | Below required standard | Satisfactory | Good | Very Good | Excellent | Outstanding |
| Knowledge and understanding 30% This should include evidence of: Depth of knowledge and understanding of marketing strategy in an organisational context Engagement with subject specific theories, concepts, and analytical frameworks underpinning the situational analysis (includes PESTLE, industry analysis, SWOT, internal analysis tools/frameworks) & Strategies – STP, marketing mix, marketing channels (RACE framework), Persona, tone of voice and campaign measurements i.e. KPIs Background investigation, analysis, research, enquiry and/or study | The presentation demonstrates: Limited or no systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines, especially within the chosen organisational context; Limited or no critical awareness of current problems and/or new insights, little of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice; A limited or no comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted. | The presentation demonstrates: Insufficient systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines especially within the chosen organisational context; Insufficient critical awareness of current problems and/or new insights, at least some of which is at, or informed by, the forefront of the l marketing discipline, field or area of professional practice; An insufficiently comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted. | The presentation demonstrates: Sufficient systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines especially within the chosen organisational context; Sufficient critical awareness of current problems and/or new insights, at least some of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice; A sufficiently comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted. | The presentation demonstrates: Sound breadth and depth of systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines especially within the chosen organisational context; Sound critical awareness of current problems and/or new insights, at least some of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice; A sound comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted. | The presentation demonstrates: Refined systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines especially within the chosen organisational context; Sophisticated critical awareness of current problems and/or new insights, at least some of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice; A refined comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted. | The presentation demonstrates: Highly accomplished systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines especially within the chosen organisational context; Highly accomplished critical awareness of current problems and/or new insights, most of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice and beyond that taught; A highly accomplished comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted. | The presentation demonstrates: Exceptional systematic and deep understanding of knowledge within a specialised field of study and its interrelationship with other relevant disciplines (especially within the chosen organisational context; Exceptional critical awareness of current problems and/or new insights, all of which is at, or informed by, the forefront of the marketing discipline, field or area of professional practice and well beyond that taught; An exceptionally comprehensive understanding of techniques applicable to their own research and scholarship and how these affect the way the knowledge base is interpreted. |
| Analysis and criticality 30% This should include evidence of: Logic and argumentUse and range of independently selected sources (Mintel/Passport GMID)Analysis and synthesisAnalytical reflectionOrganisation and communication of ideas and evidence | The work demonstrates limited or no originality in the application of knowledge, together with only an emerging practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A limited or no conceptual understanding is evident such that the work provides little or no evidence of the ability to: • evaluate critically current research and advanced scholarship • develop critiques and, where appropriate propose new hypotheses • few relevant and appropriate sources used with few if any scholarly reviews and primary sources representing the forefront of the discipline | The work demonstrates an insufficient originality in the application of knowledge, together with a partially evidenced practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A partial conceptual understanding is evident such that the work provides only partial evidence of the ability to: • evaluate critically current research and advanced scholarship • develop critiques and, where appropriate propose new hypotheses • Use of a limited range of relevant and appropriate sources, including some scholarly reviews and primary sources representing the forefront of the discipline | The work demonstrates sufficient originality in the application of knowledge, together with an adequate practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A sufficient conceptual understanding is evident such that the work provides evidence of the ability to: • evaluate critically current research and advanced scholarship • develop critiques and, where appropriate propose new hypotheses • Use of a sufficient range of relevant and appropriate sources, including scholarly reviews and primary sources representing the forefront of the discipline | The work demonstrates originality in the application of knowledge, together with well-developed practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A sound conceptual understanding is evident such that the work provides evidence of the ability to: • evaluate critically and thoroughly current research and advanced scholarship • develop sound critiques and, where appropriate propose new hypotheses • Use of a sound range of relevant and appropriate sources, including scholarly reviews and primary sources representing the forefront of the discipline | The work demonstrates originality in the application of knowledge, together with a sophisticated practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A sophisticated conceptual understanding is evident such that the work provides evidence of the ability to: • evaluate critically and with sophisticated insight current research and advanced scholarship • develop sophisticated critiques and, where appropriate propose new hypotheses • Use of a sophisticated range of relevant and appropriate sources, including scholarly reviews and primary sources representing the forefront of the discipline | The work demonstrates originality in the application of knowledge, together with a highly accomplished practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; A highly accomplished conceptual understanding is evident such that the work provides evidence of the ability to: • evaluate critically and innovatively current research and advanced scholarship • develop highly accomplished critiques and, where appropriate propose new hypotheses • Use of a highly accomplished range of relevant and appropriate sources, including scholarly reviews and primary sources always representing the forefront of the discipline | The work demonstrates originality in the application of knowledge, together with an exceptional practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge; An exceptional conceptual understanding is evident such that the work provides evidence of the ability to: • evaluate critically and highly innovatively current research and advanced scholarship • develop exceptional critiques and, where appropriate propose new hypotheses • Use of an exceptional range of relevant and appropriate sources, including scholarly reviews and primary sources always representing the forefront of the discipline |
| Application and Practice 30% This should include evidence of: Development and/or application of marketing strategy specific specialist skillsAccuracy, coordination, and proficiency in completion of processesTechnical skillsPresentation of research findings and use of data | Work demonstrates: Limited or no ability to deal with complex issues systematically and creatively, making it difficult to make sound judgements; A limited or no ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating little self-direction and originality | Work demonstrates: Insufficient ability to ability to deal with complex issues systematically and creatively to make sound judgements; A partially evidenced ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating some self-direction and originality | Work demo1nstrates: sufficient ability to deal with complex issues systematically and creatively to make sound judgements; A sufficient ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating acceptable self-direction and originality | Work demonstrates: Well-developed ability to deal with complex issues systematically and creatively to make sound judgements; A well-developed ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating consistent self-direction and originality | Work demonstrates: Sophisticated ability to deal with complex issues systematically and creatively to make sophisticated judgements; A sophisticated ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating sophisticated and consistent self-direction and originality | Work demonstrates: Highly accomplished ability to deal with complex issues systematically and creatively to make authoritative and innovative judgements; A highly accomplished ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating highly accomplished and sustained self-direction and originality | Work demonstrates: Exceptional ability to deal with complex issues systematically and creatively to make authoritative and highly innovative judgements; An exceptional ability to develop solutions to problems and autonomously plan and implement tasks at a professional or equivalent level, demonstrating exceptional and unfailingly sustained self-direction and originality |
| Transferable skills 10% This should include evidence of: Written (Report), and electronic communicationPersonal motivation, organisation, and time-management | Work demonstrates limited or no ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. – act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs | Work demonstrates insufficient ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. – act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs | Work demonstrates a sufficient ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. – act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs | Work demonstrates a consistent and confident ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills –an ability to their learning and work with minimal or no supervision. – act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs | Work demonstrates a Highly proficient ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. -act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs | Work demonstrates a Highly accomplished ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. -act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs | Work demonstrates a exceptional ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. -act with Initiative in decision-making to take full responsibility for achieving personal and/or group outcomes and/or outputs -reflect on |
