2095 Essentials of Marketing Assessment Brief 2025-26 | University College Birmingham

Assignment Task:

Assuming the role of marketing manager, write a report that analyses the marketing practices from one of the following companies or one of your own.

• Gymshark
• Patagonia
• Red Bull

Your report must demonstrate understanding and application of the syllabus content, showing how 

Marketing theory is applied in practice to:

• LO1: Understand the role of marketing within business organisations
• LO2: Assess the principles of consumer behaviour and buyer decision making
• LO3: Examine how research and the strategies of segmentation, targeting and positioning are used to establish customer value.

All work must reference concepts, models, and frameworks covered in lectures, seminars, and readings.

• Below are the marking criteria that align with both the task(s) set and the quality of your document.  Clear weightings/marks will be noted for each criterion.  
• The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.

Task and Document Format Guidance:

• Focus on attention to detail, quality of work and overall academic standards.  
• Specific Guidance for this assignment (include guidance on each task and the format of the document):

Task Guidance

Assignment Tasks and Structure

Task 1: Introduction (Approx. 200 words)

• Introduce your chosen company and the purpose of the report.
• Briefly outline the structure (Tasks 1–5).
• Show awareness of key syllabus themes (marketing value, consumer needs, STP, marketing mix).
• Highlight the importance of customer value in modern marketing.

Task 2: The Role of Marketing Within the Organisation (Approx. 400 words – LO1)

• Explain the role and purpose of marketing in your chosen business.
• Discuss the marketing concept and customer orientation.
• Identify key marketing responsibilities within your chosen company.
• Refer briefly to relevant ethical or legal considerations (e.g. data protection).

Task 3: Consumer Behaviour and Buyer Decision Making (Approx. 400 words – LO2)

• Outline key internal and external influences on consumer behaviour.
• Explain the stages of the buyer decision-making process.
• Apply both to the customers of your chosen company.
• Show how the company responds to consumer needs and motivations.

Task 4: Research, Segmentation, Targeting and Positioning (STP) (Approx. 400 words – LO3)

• Explain the purpose of marketing research and common methods.
• Identify and justify segmentation approaches for the organisation.
• Describe the target market(s) selected by the company.
• Explain the company’s positioning and value proposition.

Task 5: Marketing Mix and Customer Value Creation (Approx. 400 words – LO1, LO2, LO3)

• Apply the 4Ps/7Ps to evaluate the company’s marketing tactics.
• Discuss product levels, branding, and/or PLC/NPD where relevant.
• Show how each element of the mix creates customer value.

Task 6: Conclusion (Approx. 200 words)

• Summarise the key insights from Tasks 1–4.
• Reaffirm how marketing supports organisational success.
• Highlight how consumer behaviour, STP, and the marketing mix interact.
• Reflect briefly on what the analysis demonstrates about effective marketing practice.

Learning Outcomes:

• Learning Outcomes are what the student needs to demonstrate after completing a module. An assessment is a way in which students can demonstrate their achievement of these Learning Outcomes. Learning Outcomes are NOT the same as the assignment task.

The Learning Outcomes assessed by this assignment are: 

• Understand the role of marketing within business organisations
• Assess the principles of consumer behaviour and buyer decision making
• Examine how research and the strategies of segmentation, targeting and positioning are used to establish customer value

Academic Skills Outcomes

• The Academic Skills Outcomes to be developed by completing this assignment can be found here.
• For Apprenticeship programmes, identify the applicable Knowledge, Skills and Behaviours the assignment seeks to test.