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Knowledge – You will be able to understand the principles of marketing and digital communication. PRINCIPLES OF MARKETING

Assessment Brief

Academic year and term:

2019/20: Spring Semester

Module title:

PRINCIPLES OF MARKETING

Module code:

BUS020C416S

Module Convener:

 

Learning outcomes assessed within this piece of work as agreed at the programme level meeting

Knowledge – You will be able to understand the principles of marketing and digital communication.

Intellectual/transferrable skill – You will be able to apply basic marketing and digital communication techniques to organisational contexts

Business Readiness outcomes assessed within this piece of work as agreed at the programme level meeting

You will be applying basic business knowledge, developing your commercial awareness of how marketing impacts on organisational performance and understanding of a range of methods to communicate effectively.

Headline information for students:

Type of assessment:

(one summative assessment per module)

 

Essay: 2,500 word  limit

This assignment is for 100% of the marks on this module.  It replaces the Presentation and Individual Assignment Elements which were previously advised to students.

Assessment Deadline

 

Instructions for assessment

The coursework assignment requires students to submit a 2500 word assignment by the above deadline. Your work needs to show that you have accessed good quality information on your market and product (e.g. Mintel) and that you have used the ideas about marketing from the module (e.g. from the lecture materials and from the core text)

The assignment requires students to describe and analyse marketing activities associated with the launch of a new or improved product or service. 

The assignment needs to contain the following elements:

Product/Service Description

a)      A brief description of the new or improved product or service that is the focus of your group work

Outline Market Analysis

b)     Include a brief analysis of the market:

c)      Key market trends (e.g. growth trends)

d)     Who are the key competitors and how are they positioned?

e)     Summarise the current customer attitudes/behaviours in this market

f)       Identify the main issues / opportunities you think are relevant

Segmentation, targeting and positioning

g)      What base(s) of segmentation you have used and why?

Include size, geo-demographic, psychographic etc.

h)     Summarise the profile and persona of your target market

i)       Include a statement that identifies why your target market should buy your improved product or service– i.e. what benefits it now offers and what problems it solves?

Your Recommended Marketing Mix (given your analysis above)

j)       Product (include branding and packaging)

k)     Pricing Strategy

l)       Promotional Strategy including Digital Media

m)   Channel or Distribution Strategy

n)     Your work needs to show that you have accessed good quality information on your market and product (e.g. Mintel) and that you have used the ideas about marketing from the module (e.g. from the lecture materials and from the core text)

Mode of submission

All written assignments will be submitted and marked online via Turnitin.

Your assignment will be assessed against the following criteria (further details in the rubric at the end of this assessment brief):

  • Description on the new product (20%)
  • Analysis of the market for this product (20%)
  • Strategy for the segmentation, targeting and positioning of the product (20%)
  • Marketing Mix for this product (20%)
  • Structure of and quality of writing in the assignment (10%)
  • Presentation and referencing (10%)

How will your work be assessed?

Your work will be assessed by a subject expert who will use the marking grid provided in this assessment brief.  When you access your marked work it is important that you reflect on the feedback so that you can use it to improve future assignments.

Referencing

You MUST use the Harvard System.  The Harvard system is very easy to use once you become familiar with it.


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