FACULTY OF BUSINESS AND LAW
aCADEMIC YEAR 2020/21
Coursework Assessment Brief
Module Code: UMKDQD-15-2
Module Title: Marketing Planning and Practice
Submission Deadline: 14:00 on 3 August 2021
Assessment Component: A – Marketing Plan Report (Resit)
Assessment Weighting: 100 per cent of total module mark
Marking and feedback deadline (20 working days): 1 September 2021
N.B. all times are 24-hour clock, current local time (at time of submission) in the UK
This re-assessment requires that you complete the original brief. However you must select a different organisation from the list to that chosen for your original submission. It is also essential that you address the feedback provided.
If this is your first submission, rather than a re-assessment, then you must also complete the original brief however you are not restricted in your choice of organisation from the list provided but it must be chosen from Reebok, Innocent, Beats or Neals Yard Remedies.
Before commencing this re-assessment it is essential that you have read and understood the feedback from your first sit submission. This will ensure you know which aspects of the report need to be improved further.
The original assessment brief is reproduced below for your information.
The purpose of this module assessment is to apply theories and models in the development of a marketing plan for an organisation from a selection offered. There is one component involved.
Component A is an individual written assignment consisting of a report focused on the application of marketing planning principles to a particular brand and a critical evaluation of marketing planning worth 100% of the overall mark. The word count is 3000 words.
Specific learning outcomes for this assessment, as detailed in the module specification, are to enable you to:
· Apply effective strategic and tactical methodologies, tools and techniques to create a marketing plan
· Critically evaluate theory and marketing practices from a business perspective, clearly understanding the links and gaps between scholarship and practice
· Integrate and evaluate information and learning from a range of different sources better to understand and explore the complex nature of marketing in practice
· Summarise, justify and present strategic and tactical marketing recommendations for a chosen organisation in an appropriate format
Coursework Title: Individual Marketing Plan for an Organisation
Assignment type: Individual report of 3000 words submitted online
Students will be required to assess market opportunities, select appropriate options to pursue, create a target market strategy and develop a marketing plan. A report style of writing (i.e. breaking the text down into numbered sections and sub-sections) is required so that your content is clearly signposted (if you are not clear what this means please ask your tutor). Tutor contact information and full resources can be found on the module Blackboard site.
You will be writing a marketing plan for an organisation (or one of its key products/services) chosen from a selection identified by the module team.
The marketing plan should be presented as a business report, written and structured in a formal manner that would be acceptable as a working document in your chosen organisation.
You can select the UK or an overseas market when writing your plan.
Although this is a business document, you must support your arguments, conclusions and recommendations by making reference to appropriate theory. Choices and recommendations that you make within your marketing plan must be fully justified and referenced, using research and theory.
In order for your plan to meet the assessment guidelines, you are advised to structure your report as follows:
1. Introduction including an overview of the chosen company (from the list overleaf).
2. Industry and Organisational Insight. Identify the most important factors and key issues facing the organisation and the category/industry in which it operates. Marks for this summarised review will be awarded for knowledge, analysis, evaluation and synthesis.
· In order to complete this task you will need to gather comprehensive research on the marketplace within which the organisation operates. This is likely to involve analysis of the macro-environment, micro-environment and target audience as well as publicly available organisational data.
· Supporting research should be included within an appendix – no marks are awarded for this.
3. One challenge or opportunity, based upon the preceding insight analysis which the marketing plan will address.
4. Two SMART marketing objectives based on the challenge/opportunity
5. Identify and justify a proposed strategy.
6. The tactics (7 Ps) proposed to achieve the objectives and strategy.
7. Control of the plan to include implementation, monitoring and measurement.
9. Reflection which critically assesses the difference between marketing planning in theory and practice.
10. References – using UWE Harvard format.
· You are required to use marketing and planning principles to underpin your work and cite your sources.
11. Appendices (if required)
· Effective use of appendices will be necessary. If you are unclear on how to use appendices within a report please contact the Study Skills team.
Key Reference Sources
There is no core text however you are expected to read widely and a range of reference sources are identified on the module reading list on Blackboard. These include:
· Dibb, S. and Simkin, L. (2008) Marketing Planning A Workbook for Marketing Managers. London: Cengage Learning
· Kapferer, JN. (2008) The new strategic brand management: creating and sustaining brand equity long term, 4th ed. London: Kogan Page
· Kotler, P., Armstrong, G., Harris, L., Piercy, N. (2017) Principles of Marketing; European Edition, 7th Ed, Essex: Pearson
· Lehmann, D. and Winer, R. (2008) Analysis for Marketing Planning. 7th ed. New York: McGraw Hill Education
· McDonald, M. (2017) Malcolm McDonald on Marketing Planning: understanding marketing planning and strategy, 2nd ed. London: Kogan Page.
· Wood, M. B. (2013) Essential Guide to Marketing Planning. 3rd ed. Harlow: Financial Times Prentice Hall
· Useful Journal Publications: European Journal of Marketing, Journal of Consumer Marketing, Marketing Intelligence and Planning, Journal of Marketing Management, Journal of Marketing. Students should also read trade journals, such as Marketing and Marketing Week.
· You should also be sourcing from market reports and other credible information sources
List of Organisations
Please choose a brand from the list below:
· Reebok International Limited: Footwear and clothing company specialising in fitness, running and CrossFit sportswear.
· Beats Electronics: Consumer audio products. Founded by music producer Dr. Dre and record executive Jimmy Iovine.
· Innocent Drinks: Producer of smoothies and juice. The company pledges 10% of all its profits to charity every year.
· Neal’s Yard Remedies: Skin care, cosmetics and essential oils producer and retailer. Focus on natural and organic products.
The following criteria will be used in evaluating this assessment:
· Insight – summarised overview of the most important factors and key issues faced by the organisation supported with appropriate theories/models and analysis (30%). Approx 1000 words.
· Objectives, strategy and tactics, appropriate for the organisation, clearly defined and justified (30%). Approx 1000 words.
· Implementation, monitoring, and measurement of the proposed plan (15%). Approx 500 words.
· Reflection on marketing planning in practice (15%). Approx 500 words.
· Literacy, structure, presentation of the report and referencing (10%)
Summarised overview of factors and key issues faced by the organisation
Objectives, Strategy and Tactics. Clearly defined and justified approach
Implementation, monitoring and measurement of the proposed plan.
Reflection on marketing planning in practice.
Standards of written skills, structure and presentation, including referencing
Outstandingly thorough and rigorous research and analysis. Outstanding range of sources with focus on key and relevant information. Outstanding insight and understanding.
Compelling links between insight and proposed objectives, strategy and tactics. Demonstration of outstanding consumer understanding.
Outstanding proposal for the implementation, monitoring and measurement of the plan.
Outstanding critical evaluation and reflection skills which show engagement with academic literature and are thoughtful and insightful.
Highest standards of written skills and professional presentation, following the structure specified in the brief. Outstanding use of external sources, referencing that conforms precisely to UWE Harvard requirements.
Exceptionally thorough and rigorous research and analysis. Exceptional range of sources with focus on key and relevant information. Exceptional insight and understanding.
Compelling links between insight and proposed objectives, strategy and tactics.
Demonstration of exceptional consumer understanding.
Exceptional proposal for the implementation, monitoring and measurement of the plan.
Exceptional critical evaluation and reflection skills which show engagement with academic literature and are thoughtful and insightful.
Highest standards of written skills and professional presentation, following the structure specified in the brief. Exceptional use of external sources, referencing that conforms precisely to UWE Harvard requirements.
Excellent thorough and rigorous research and analysis. Excellent range of sources with focus on key and relevant information. Excellent insight and understanding.
Compelling links between insight and proposed objectives, strategy and tactics.
Demonstration of excellent consumer understanding.
Excellent proposal for the implementation, monitoring and measurement of the plan.
Excellent critical evaluation and reflection skills which show engagement with academic literature and are thoughtful and insightful.
Excellent standards of written skills and professional presentation, following the structure specified in the brief. Excellent use of external sources, referencing that conforms precisely to UWE Harvard requirements.
Good/very good research and analysis. Good/very good range of sources with relevant information summarised. Strong insight and understanding.
Close links between insight and proposed objectives, strategy and tactics.
Demonstration of good/very good consumer understanding.
Good/very good proposal for implementation, monitoring and measurement of the plan.
Good/very good critical evaluation and reflection skills which show engagement with academic literature and are well-considered and relevant.
Very good/good standards of written skills and professional presentation, following the structure specified in the brief. Very good/good use of external sources, referencing that conforms well to UWE Harvard requirements.
Generally adequate /competent, methodical research and analysis. Adequate range of sources with relevant information summarised. Basic insight and understanding.
Satisfactory links between insight and proposed objectives, strategy and tactics.
Some demonstration of consumer understanding.
Some consideration for implementation, monitoring and measurement of the plan.
Adequate/competent critical evaluation and reflection skills which show engagement with academic literature and are considered and relevant.
Adequate/competent standards of written skills and presentation, following the structure specified in the brief. Adequate/ competent use of external sources, referencing that conforms largely to UWE Harvard requirements.
Weak research and analysis. Weak range of sources with information inadequately summarised or confusing in places. Lacking some insights and understanding.
Some links between insight and proposed objectives, strategy and tactics.
Weak demonstration of consumer understanding.
Limited consideration for implementation, monitoring and measurement of the plan.
Weak critical evaluation and reflection skills which show some engagement with academic literature and are reasonably considered and broadly relevant.
Weak standards of written skills and presentation, following the structure specified in the brief. Weak use of external sources, referencing that conforms largely to UWE Harvard requirements.
A generally limited and superficial level of research and analysis. Poor range of sources with information not summarised. Poor insights and understanding.
Poor links between insight and proposed objectives, strategy and tactics.
Poor demonstration of consumer understanding within the plan.
Poor consideration for implementation, monitoring and measurement of the plan.
Very weak critical evaluation and reflection skills which show limited engagement with academic literature and are poorly considered.
Poor standards of written skills, presentation. Structure has issues.
Poor use of external sources, referencing that does not conform to UWE Harvard requirements.
Very little research and analysis. Poor range of sources with information not summarised. Very little insight or understanding.
Very poor links between insight and proposed objectives, strategy and tactics.
Very poor demonstration of consumer understanding within the plan.
Minimal consideration for implementation, monitoring and measurement of the plan.
Very poor reflection skills which show very limited engagement with academic literature.
Very poor standards of written skills, presentation, and no clear structure.
Poor use of external sources, referencing failing to conform to UWE Harvard requirements.
Virtually no research and analysis. Poor range of sources with information not summarised.
Very little insight or understanding.
May be regarded as a partial submission.
Very little or no links between insight and proposed objectives, strategy and tactics.
Tactics may be absent or used inaccurately. Weak or absent demonstration of consumer understanding within the plan.
Implementation, monitoring and measurement of the plan very weak or absent.
Very little/no attempt at reflection skills which show very limited or no attempt to engage with academic literature.
Extremely poor standards of written skills, presentation, and no clear structure.
References and source attribution absent or largely absent.
Formative feedback and support during the module
Formative feedback provides opportunities to reflect on your ongoing work and preparation for your assignment.
Further information about this assessment is available on the Blackboard site for this module and includes: Feedback is built into the module design and provides opportunities for tutor feedback as part of the tutorials.
If you need help your tutor, please contact your tutor:
Michelle Jackson (5X245) [email protected] (Module Leader)
Dr Mark Hollyoake [email protected] (Tutorials)
Martin Williams [email protected] (Tutorials)
Mike Healey [email protected] (Webinars and Tutorials)
Further information about this assessment is available on the Blackboard site for this module and includes: Module handbook and reading list sections for marketing planning and supporting content for the optional sectors and organisations and FAQ’s.
Please use the following file format(s): Microsoft Word with a .doc or .docx file extension. We cannot ensure that other formats are compatible with markers’ software.
All work should be word processed in 12-point font Arial and 1.5-spaced. All pages must be numbered. Appendices should be clearly identified.
The first page of your coursework must include:
· Your student number
· The module name and number: (Marketing Planning and Practice UMKDQD-15-3)
· Your word count
· Report title: ‘Marketing plan for (insert name of organisation)’
The maximum word limit for this coursework is 3000 words.
· There is no +/- 10% on word count and anything after the maximum word count will not be marked, in line with UWE Bristol’s Word Count Policy.
· In line with UWE policy, this word count includes everything in the main body of the text (including headings, tables, citations, quotes, lists, etc.).
· The references, bibliography and footnotes (provided footnotes only include references) are NOT included in this word count.
Referencing and Assessment Offences
Please 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 more serious implications. Further guidance on correct referencing is available on UWE’s Study Skills referencing pages.
UWE’s Assessment Offences Policy outlines potential offences and it is your responsibility to understand this policy and avoid potential offences. Details of what constitutes plagiarism and how to avoid it can be found on UWE’s Study Skills pages about avoiding plagiarism.
Text-matching software (e.g. SafeAssign) is used to check every submission against other submissions made at the same time, previous submissions to UWE and other universities, and internet sources. We may also manually search for matches. When submitting your work, you will be required to confirm that the work is your own.
It is an assessment offence to:
· copy work from any source, including your own previous assessments, and present it as your own work for this assessment, or to provide your own work to others
· to work with others on the assessment in any way, or for anyone to make amends on your work (including proofreaders, who may highlight issues but not edit the work)
· change individual words but keep, essentially, the same sentences and/or structures from other sources: this will be detected by text-matching software. Please write in your own words and style to convey your own learning.
Instructions for submission
You must submit your assignment before the stated deadline by electronic submission through Blackboard. 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, as 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.
Late submission in the 24 hours following the deadline will be accepted but the assignment mark will be capped at a pass. Submissions after 24 hours will not be accepted. For full guidance on online submission through Blackboard, see UWE’s Academic Advice pages on Assignments.
Submissions of coursework by any other method (including a paper copy, on disk or by email) are NOT permissible for this module unless specifically agreed in advance of the submission date.
Before submitting your work, please ensure that:
· You have proof read your 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 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 1 September 2021. For further guidance on feedback, please refer to the module handbook.
Further guidance and support
There are a number of sources of support to improve your study skills, including:
· The UWE Library Study Skills pages – for online support and bookable workshops
· The Faculty of Business and Law’s Academic Success Centre for bookable workshops
· Guidance on using UWE’s Library.
Specific study skills pages relating to this module include:
· How to plan and structure your writing
· Writing skills
· Further research skills / techniques
· Report writing
· How to write critically
· English language support
For further guidance on UWE assessment regulations and terminology see UWE’s Academic Advice pages.
If you are experiencing difficulties in completing a piece of assessment on time due to unexpected circumstances (for example illness, accident, bereavement), seek advice from a Student Support Adviser at the earliest opportunity. Appointments can be made via an Information Point or online via the Student Support Pages.
Student Support Advisers can 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 PCs can be found on the Student Support Pages.
The module leader
grant personal circumstances or extensions.
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