6027MKT Corporate Marketing Strategy CW1 Assessment Brief | Coventry University

6027MKT Assignment Task

There are two options available for you to complete CW1 for 6027MKT ‘Corporate Marketing Strategy’: 

Option 1: ‘X-Culture’ 

This is an alternate assignment route for the 6027MKT module based on the cross-cultural ‘X-Culture’ global competition. It can be voluntarily undertaken by students on this module and is an eight-week group assignment. Students must register to be part of a virtual 6-person team, each member being from a different country, and you will undertake a group report of c.4000 words. Successful completion of this project negates the requirement to undertake the published CW1 assignment; CW2 will be an individual assessment brief based on your X-Culture company. The X-Culture brief will be presented when available and must be completed between 06/10/2025 (Week 4) and 30/11/2025 (Week 9). 

Option 2:

A gardening and DIY giant has slashed prices at one of its stores as it prepares to shut for good. All goods at the Homebase stores have been reduced to 90 per cent of their original price ahead of closing. The popular retailer went into administration in November 2024, putting hundreds of Homebase stores across the UK at risk of closure, blaming a decline in consumer confidence and spending post-pandemic for its collapse.
Now consider the scenario that Homebase has found an investor and plans are to invest £40million to revive the brand.

Your task is to design a marketing strategy as per below:

Strategic Position Analysis

• Critically analyse Homebase’s current and pre-closure strategic position using relevant strategy and marketing frameworks.
• Identify the main challenges and opportunities Homebase faces in the current UK retail market.
• Support your analysis with credible industry data, market reports, and competitor comparisons.
  Strategy Selection and Justification
• Evaluate at least two contrasting strategic and marketing theories in the context of Homebase’s revival.
• Recommend one clear corporate marketing strategy that could reposition Homebase as a competitive and profitable retailer.
• Justify your choice by linking it to your findings and addressing how it fits with Homebase’s brand identity, resources, and customer base.

Suggested Structure:

• Introduction
• Strategic Position Analysis
• Strategy Selection and Justification
• Implementation Overview
• Conclusion

Use of Artificial Intelligence (AI): 

This assessment is categorised as AMBER for the use of AI.
 
You may use AI for the following only:

·Planning and management: using AI tools to suggest a title, structure, subheadings, or themes, to generate templates, to suggest processes for task management, or to generate prompts to assist thinking through assessment structure or task management.
·Summarising and consolidating notes: using AI tools to summarise notes or to consolidate notes.
 
Where permitted, any assistance/content generated by AI is not your own work and must be acknowledged within your work (see submission instructions below). Failure to do so is academic misconduct.

Submission Instructions:

• The assessment must be submitted by 18:00 hours on xx/xx/2025. No paper copies are required. You can access the submission link through the module web. 
• Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Word document only. PDF files will not be accepted. 
• Your coursework will be given a zero mark if you do not submit a copy through Turnitin/Handin. Please take care to ensure that you have fully submitted your work.  
• All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.
• You need to acknowledge how you have used any AI tool by inserting a table as per the example below before your list of references:

Tool    How used in this assignment
e.g. ChatGPT-3.5    Suggestions of topics
e.g. Microsoft Copilot    Consolidating notes
Etc.     

Assessed Module Learning Outcomes

The Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task. The following module learning outcomes are assessed in this task:

1. Critically analyse the strategic position of an organisation using relevant theories, models and frameworks from the area of strategy and marketing strategy.
2. Critically evaluate the theories in strategy and strategic marketing to select and justify an appropriate strategy from a marketing perspective.

6027MKT Assessment Marking Criteria