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Demonstrate an in-depth knowledge of the strategic issues in marketing from theoretical and practical perspective.

A: Assessment Details

Module Title

Strategic Marketing Planning

Module Code

MKT 6801

Module Leader


Component Number

Assessment 2   Term Assessment

Assessment Type, Word Count & Weighting

Coursework.3500 words; 70% weighting; 100 Marks

Submission Deadline


Submission Instructions

Written assignments to be submitted on Turnitin on or before

midday on day of the submission deadline.

Feedback Return Date


B: Learning Outcomes

2. Demonstrate an in-depth knowledge of the strategic issues in marketing from theoretical and practical perspective.

3. Develop and implement a strategic marketing plan with aims to achieve corporate and marketing objectives.

4.Evaluate the emerging global market and consumer preferences with regards to existing and potential value propositions.

5. Articulate a firm’s value chain by identifying potential value creation opportunities.

C: Assessment Task

Task 1

With BREXIT influencing the current market, and Covid-19 having a major impact in the industry, and the Government announcement that lock-down will cease as of June 2021, there are concerns for the retail industry in the UK. The CEO of a department store (an organisation of your choice) has approached you and asked for your advice.

You are required to investigate the industry and apply knowledge gained during the course to produce a realistic and feasible Strategic Marketing Plan after the lock-down for any one department store business of your choice. You are also required to determine the organisational structures for that organisations, whilst evaluating the resource implications and requirements.

(Note: make sure that your strategic marketing plan is suitable for the current local economic conditions.) You must include the following sections in your report:

1.Environmental analysis

2. Corporate and Marketing objectives 3.Marketing Strategy selection

4.Market targeting and positioning including globalisation.

D: Specific Criteria/Guidance

You will be required to research an organisation of your choice in agreement with your module tutor and research and analyse the company’s strategies and develop a realistic Strategic Marketing Plan.

The assignment is not to exceed 3500 words and will account for 70% of the course assessment criteria.

  • Demonstrate knowledge and understanding of a professional marketing plan
  • Application and evaluation of relevant Strategic marketing planning theories to the chosen organization/industry.

Evidence of consistency across all aspects of the plan

E: Key Resources

Essential Reading:

Kotler, P. and Keller, K.L., (2019). Marketing management (3rd ed.) Harlow: Pearson Education

Recommended Reading:

Aslem,K.J (2019) Applied Strategic Marketing: A step by step approach, 1st ed, Routledge Blythe, J. (2012). Essentials of Marketing (5th Ed.). Pearson.

Brassington, F. & Pettitt, S. (2007). Essentials of Marketing with My MarketingLab (3rd ed.). Pearson. Dibb, S, Lyndon, S., Pride, W, (2019) Marketing Concepts and Strategies. (8th ed.). Cengage

Doole, I, & Lowe, R. (2012). International Marketing Strategy. (6th ed.). London, UK: Thomson Learning.

Jobber, D. (2012). Principles and Practices of Marketing. (7th ed.). London, UK: McGraw-Hill.

F: Submission Guidance

  • Students should submit work before 12 noon on the deadline date via the appropriate ‘Turnitin submission’ link on the Moodle module page. Please check your email confirmation to ensure you have submitted to the correct place.
  • Assessments should be submitted in Microsoft Word (.doc and .docx), Microsoft PowerPoint (.ppt, .pptx. .pps and .ppsx), Excel (.xls and .xlsx) or PDF format (generated from the word-processing or presentation software you are using, not a scanned document. Do not upload Open Office documents (.odt, .odp).
  • Do not upload documents directly from Google Drive and One Drive.
  • The file must be no larger than 40MB.

Please refer to Help with Assignment Submission section on Moodle for further guidance on online submissions.

G: Document Format

  • The font size must be a minimum of point 12 Calibri (or equivalent).
  • Line spacing in the body of the assessment must be 1.5 lines.

H: Academic Integrity and Penalties

It is your responsibility to ensure that you are familiar with all of the information contained in this brief as failure to do this may impact on your achievement.

Please refer to the various Assessment Guidance below for detailed information on:

I: Marking Criteria

Please see attached rubric for marking criteria.

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