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 brief description of the new or improved product or service that is the focus of your group work Outline Market Analysis Include a brief analysis of the market: Key market trends (e.g. growth trends) Who are the key competitors and how are they positioned? Summarise the current customer attitudes/behaviours in this market Identify the main issues / opportunities you think are relevant Segmentation, targeting and positioning What base(s) of segmentation you have used and why? Include size, geo-demographic, psychographic etc. Summarise the profile and persona of your target market 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) Product (include branding and packaging) Pricing Strategy Promotional Strategy including Digital Media Channel or Distribution Strategy 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.

Sample Answer

Launch of SmartHydra™ – A Smart Hydration Bottle

Product Description 

SmartHydra™ is a new, improved smart water bottle aimed at health-conscious consumers. Equipped with built-in sensors, a Bluetooth module, and a companion mobile app, SmartHydra tracks water intake, gives personalised hydration reminders, and integrates with fitness trackers like Fitbit and Apple Health. Unlike basic smart bottles, SmartHydra uses AI to suggest hydration patterns based on body type, location, weather, and activity level. It’s made with sustainable, BPA-free materials, comes in custom colours, and features an LED glow ring for visual alerts. It targets individuals who value fitness, wellness, and smart technology.

Outline Market Analysis 

Key Market Trends

The global smart bottle market is expected to grow at over 15% CAGR from 2023 to 2027, driven by rising awareness about hydration and health. Consumers are now actively investing in wellness technology, especially post-pandemic (Mintel, 2024). The fitness and wearable market is closely linked with this trend.

Key Competitors

Key competitors include:

• HidrateSpark – premium brand but with limited personalisation features.

• HydraCoach – focuses on athletes but lacks design innovation.

• ICEWATER – budget-friendly but no app integration.

SmartHydra aims to fill the gap with AI-powered personalisation and better user experience.

Customer Behaviour

Current customers in the wellness tech space are typically:

• Aged 20–45

• Tech-savvy

• Health-conscious

• Willing to spend more on functional products.

Social media influence and sustainable values strongly affect purchase decisions (Statista, 2023).

Key Issues & Opportunities

Issues:

• High product development and technology integration costs.

• Consumer resistance to new brands in a premium market.

Opportunities:

• High smartphone penetration.

• Increasing demand for sustainable and smart health products.

• Strategic partnerships with fitness app developers.

Segmentation, Targeting & Positioning 

Segmentation

SmartHydra uses multi-base segmentation:

• Demographic: Age 20–45, middle to high income, urban.

• Geographic: UK urban centres like London, Manchester, Birmingham.

• Psychographic: Fitness lovers, tech adopters, eco-conscious individuals.

• Behavioural: People using health apps, gym members, fitness YouTubers.

Target Market

Primary target:
“Wellness Warriors”, Health-conscious professionals aged 25–40, who work in tech, design, or business, and value products that enhance both lifestyle and health goals.

Persona:

Name: Emma, 31, London-based marketing manager, runs twice a week, tracks her health via Apple Watch, shops eco-friendly.

Positioning Statement

SmartHydra™ positions itself as “the smart bottle that thinks for you”, offering personalised hydration for modern, health-focused lifestyles.

Unique Selling Proposition (USP): First AI-enabled hydration system with real-time personalisation.

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