Assessment Brief
Module Title: Principles and Practice of Marketing
Academic Year: 2022-23
Assessment Period: Trimester 1
| Module Code | Level | Credit Value | Module Leader |
| UNL2011 University of Northampton | 5 | 30 | XXXXXXXXXXXXXXXXXXXXX |
| Assessment Code and Title: | AS1 – Principles and Practice of Marketing |
| Assessed Learning Outcomes: | A: Critically evaluate both past and current marketing management concepts and theories and critically appraise the way in which marketing theory relates to marketing practice B: Demonstrate knowledge of the marketing planning process through the formation of marketing strategies; C: Analyse the problems associated with strategic planning, and the tactical implications of such planning in relation to the wider social, environmental, and international implications; D: Communicate clearly and argue information in written and verbal format appropriate for the purpose and topic in the area. |
| Weighting: | 70% |
| Word Limit: | 2500 Words Where the submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements. |
| Submission deadline: | 20th December 2022 2pm |
Please read this assessment brief in its entirety before starting work on the assessment task.
The Assessment Task
Write a 2,500-word briefing document responding to Task below.
Choose one of the following companies:
| Fashion | Home interiors |
| Marks and Spencer | Homebase |
Assignment Question
Task 1: Identify and critically evaluate the past ideas and current marketing operations
Task 2: Demonstrate marketing planning process using marketing strategies
Task 3: Analyse problems of strategic planning and its local and tactical international implication
You need to write a briefing document (with visuals) to critically evaluate your chosen company’s strategic marketing and tactical plans.
Structure of the briefing document:
Introduction: – Introducethe topic area and explain the scope of work to be addressed in the briefing document (150 words)
- Do a very brief sector overview. Who are the market leaders? Who is your brand/chosen company competing with for market share?
Task 1 – Use at least 4 of the 7P`s of the marketing mix in the UK operations of the company to reinforce its positioning in the market within the last three years (1200 words)
- Highlight how at least 4 of the 7P`s (Product, Price, Promotion, Place, People, Process, Physical evidence) of the marketing mix have been used to enhance your brand/chosen company position in the market in the last 3 years.
- Highlight your brand/chosen company’s positioning stance e.g
Premium/Value/Convenience/Broad Appeal.
- Highlight your brand/chosen company’s societal marketing orientation.
- Discuss how your brand/company supports the community where it operates. Show how it is incorporated in the marketing mix.
- Support your discussions with visuals or infographics
Task 2 -Reflect on the strategic decisions of the company to enhance its marketing efforts (750 words)
- Which segment of the market are you targeting?
- Explain with a number of segmentation variables (Demographic, behavioural, geographical, psychographic)
- What are the key issues facing your brand/company? What are your company tactical plans to resolving the issues?
- Use Porter`s Generic strategies and Porter`s Five Forces, Customer Perceived Value/Elaboration Likelihood Model/AIDA. Use diagrams to illustrate / explain the connection between your findings and these strategies/theories.
Task 3 –Do an evaluation of the effectiveness of the marketing efforts (250 words) –What is/are the outcomes of your marketing efforts?
- Talk about online analytics, sales and revenues, market share.
- Based on your research, what is the opportunity for growth you have identified?
Conclusion – Summarise what you have set out in Tasks 1-3 (150 words) Full list of references in Harvard format.
Your briefing report does not need an executive summary, recommendations, or appendices.
READING REQUIREMENT
Your work must be fully supported with references (cited in the Harvard style). You must use all of the following:
- Kotler, P. Keller, K. Goodman, M, Brady, M. Hansen, T. (2019) Marketing Management. 4th European Edition (4th edition), Pearson.
- Chaffey, D. Ellis- Chadwick, F. (2019) Digital Marketing, Strategy, Implementation and Practice (7th edition), Pearson
- Andrews, J. Shimp, T. (2017) Advertising, Promotion, and other Aspects of Integrated Marketing Communications (10th edition), Southwest
- At least three other academic sources (e.g., publications / journals)
Learning Outcomes
On successful completion of this assessment, you will be able to:
| a) Critically evaluate both past and current marketing management concepts and theories and critically appraise the way in which marketing theory relates to marketing practice |
| b) Demonstrate knowledge of the marketing planning process through the formation of marketing strategies; |
| c) Analyse the problems associated with strategic planning, and the tactical implications of such planning in relation to the wider social, environmental, and international implications; |
| Employability & Changemaker Skills |
| d) Communicate clearly and argue information in written and verbal format appropriate for the purpose and topic in the area. |
Academic Integrity and Misconduct
Unless this is a group assessment,the work you produce must be your own, with work taken from any other source properly referenced and attributed. For the avoidance of doubt this means that it is an infringement of academic integrity and, therefore, academic misconduct to ask someone else to carry out all or some of the work for you, whether paid or unpaid, or to use the work of another student whether current or previously submitted.
For further guidance on what constitutes plagiarism, contract cheating or collusion, or any other infringement of academic integrity, please read the University’s Academic Integrity and Misconduct Policy. You will also find useful resources on the VLE: Referencing and Academic Integrity page.
N.B. The penalties for academic misconduct are severe and can include failing the assessment, failing the module and expulsion from the university.
Assessment Submission
To submit your work, please go to the Assessments tile on the module page –
and submit to Turnitin. Please note that essays and text-based reports should be submitted as Word documents and not PDFs or Mac files.
Written work will be subject to anti-plagiarism detection software. Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database.
N.B Work emailed directly to your tutor will not be marked.
Late submission of work
For first sits, if an item of assessment is submitted late and an extension has not been granted, the following will apply:
- Submission within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade (D-).
- Submission more than one week from original deadline – fail grade (LG, L indicating late).
For resits there are no allowances for late submissions.
Extensions
The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated.
For full details please refer to the Extensions Policy. Extensions are only available for first sits – they are not available for resits.
Mitigating Circumstances
For guidance on mitigating circumstances please go to Mitigating Circumstances VLE area where you will find detailed guidance on the policy as well as guidance and the form for making an application.
Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date.
Marking rubric
| Learning Outcome (LO) | No evidence (NG) | Fail (F) | Pass (D) | Commended (C) | Merit (B) | Distinction (A) |
| UONL Learning Outcomes – Level 5 | Work of no academic value. | Work falls short of the threshold standards. Work addresses the assessment task to some extent but overall is limited in its approach and is outweighed by major deficiencies in the work. | Work of a broadly satisfactory quality demonstrates evidence of achieving the requirements of the learning outcomes. | Work that is of sound quality, demonstrating a good understanding of learning outcomes which is sufficient and appropriate to the task or activity. | Work of commendable quality demonstrating a strong conceptual grasp of assessment tasks in relation to learning outcomes. | Work that is distinguished is of very high quality, with a broad knowledge base and demonstrates a sustained ability to analyse key aspects of the assessment tasks. |
| LO 1) Critically evaluate both past and current marketing management concepts and theories and critically appraise the way in which marketing theory relates to marketing practice | No discussion /critical evaluation of the four elements of the marketing mix. There is no alignment of the positioning stance (premium/value /broad appeal/ convenience) with the marketing mix. | Critical evaluation of four elements of the marketing mix has key details missing and is limited. Some/main issues the marketing mix elements including demonstration of a very limited knowledge of positioning stance (premium/value/ Broad appeal/ convenience and at a very superficial level. Difficulties with structure. Expression is weak. | Some aspects of the learning outcomes have been met. Critical evaluation of four elements of marketing mix elements evidenced with visuals. The alignment with positioning stance (premium/value/ convenience/broad appeal highlighted are at a superficial level. Some aspects include irrelevant/inaccurate information about marketing theory and practice. Difficulties with structure and expression lack maturity. | A good understanding and demonstration of four elements of marketing mix shown with visuals. The alignment of the marketing mix to positioning stance is used in relation to the chosen business. Good use of wide relevant literature. There are some omissions in content as well as some inconsistencies in application of marketing theory and inaccuracies in expression to marketing practice. | A strong understanding and critical evaluation of four marketing mix provided. Arguments supported by relevant contemporary theories and paradigms around positioning (premium /convenience/value/ broad appeal) with respect to the chosen business. Consistent use of relevant subject based supporting materials to illustrate points. Omissions and inaccuracies are minor. | Excellent logical structure, critical evaluation of four elements of the marketing mix and how they are aligned to an identified positioning stance (premium/convenience/ value/broad appeal) with respect to the chosen business. Arguments supported by a wide range of relevant contemporary academic theories and paradigms in the last three years before reaching exceptional balanced conclusion(s). |
| LO 2) Demonstrate knowledge of the marketing planning process through the formation of marketing strategies | No visual evidence or reflection of relevant information on Porter`s Generic Strategies and the Five Forces/Custom er Perceived Value/ Elaboration Likelihood Model/AIDA. | Limited reflection or visual evidence provided on Porter`s Generic Strategies and the Five Forces/Customer Perceived Value/ Elaboration Likelihood Model/AIDA. Overall, work falls short of threshold standards. | Basic/descriptive reflection or visual evidence provided on Porter`s Generic Strategies and the Five Forces/Customer Perceived Value/ Elaboration Likelihood Model/AIDA. Elements of reflections or visual evidence are irrelevant. Basic account of how business theories support strategic decisions in the chosen business. | A good explanation and presentation of visual evidence. reflections on and good understanding provided on Porter`s Generic Strategies and the Five Forces/Customer Perceived Value/ Elaboration Likelihood Model/AIDA. Relevant visuals evidence / examples used to illustrate points. Sources from literature provided. A good account provided of how business theories support strategic decisions in the chosen business. | Strong understanding/ visual evidence. Strong knowledge provided detailing a reflection of Porter`s Generic Strategies and the Five Forces/Customer Perceived Value/ Elaboration Likelihood Model/AIDA on the chosen business. Consistent use of relevant examples to support ideas raised using relevant sources from theories and literature. Reflection includes an assured grasp of how business strategies support business decisions. | A broad and competent demonstration of the marketing planning process. Excellent reflection of Porter`s Generic Strategies and the Five Forces/Customer Perceived Value/ Elaboration Likelihood Model/AIDA. Visual evidence is presented by appropriate supporting material which has been shown using academic rigour. |
| O 3) Analyse the problems associated with strategic planning, and the tactical implications of such planning in relation to the wider social, environmental, and international implications | No analysis/ evaluation of methods and problems associated with strategic planning. No use of online analytics, reviews, feedback, sales/ revenues and other KPI`s. | Limited understanding of analysis/evaluation methods and problems associated with strategic planning. Limited use of online analytics, reviews, feedback, sales/ revenues and other KPI`s. | Basic analysis/evaluation of methods and problems associated with strategic planning highlighted. Some aspects of the use of online analytics, reviews, feedback, sales/ revenues and other KPI`s outlined. | A good analysis / evaluation of the methods and problems associated with strategic planning highlighted. Some aspects of the use of online analytics, reviews, feedback, sales/ revenues and other KPI`s that enhance marketing effort discussed. | Strong analysis/ evaluation of the methods and problems associated with strategic planning highlighted. Some aspects of the use of online analytics, reviews, feedback, sales/ revenues and other KPI`s. | Excellent analysis/ evaluation of the methods and problems associated with strategic planning highlighted. Some aspects of the use of online analytics, reviews, feedback, sales/ revenues and other KPI`s. Relevant theories and literature highlighted. |
| LO 4) Communicate clearly and argue information in written and verbal format appropriate for the purpose and topic in the area. | Poor use of academic / professional conventions appropriate to the discipline. | Satisfactory use of academic / professional conventions appropriate to the discipline. | Sound use of academic / professional conventions sufficient and appropriate to the discipline. | Rigorous use of academic / professional conventions appropriate to the discipline. | Authoritative use of academic / professional conventions appropriate to the discipline. |
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