6MK522 Strategic Marketing CW1 Assessment Brief 2025-26

Learning outcomes of 6MK522 

On successful completion of this learning and this module, you will be able to:

1. Critically evaluate the role of marketing in the achievement of organisational objectives.
2. Critically analyse the factors in the organisation’s marketing environment and their impact on the marketing of a product or service.
3. Develop a marketing plan for a product or service.

This module takes an in-depth view of the contemporary marketing environment. It covers key concepts, models, and frameworks in the marketing discipline and explores marketing as a strategic business function in corporate strategic planning. It explores how organisations can take innovative and integrated approaches to marketing planning, drawing from current trends and challenges of an ever-changing marketplace. The module provides the knowledge and skills that enable effective decision-making at all stages of the marketing planning process. Students develop an understanding of the critical role that marketing plays in achieving organisational objectives. Businesses can obtain a sustainable competitive advantage through an in-depth understanding of the industry and competition.

Key dates and details

Coursework 1

Assessment Content – CW1

Assessment Description

For this assessment, you will develop a Strategic Marketing Plan for a company of your choice (you may select a business you are familiar with or one you are interested in exploring). The plan should demonstrate how marketing strategies can contribute to achieving the organisation’s strategic objectives.

You will critically analyse the organisation’s current marketing approach, evaluate its environment, and design a strategy that achieves sustainable competitive advantage while reflecting ethical, CSR, and internal integration considerations.

As part of this assignment, you are required to use at least one AI tool (except ChatGPT) to assist in any two of the following sections:

• Market/environmental analysis
• Marketing strategy development
• Content creation (e.g., sample ad copy, persona visuals)
• Data visualisation or idea generation
  Proof of AI use and a reflective commentary will be required.

Academic literature as well as industry-related resources must be used.

Tasks (Suggested structure)

The structure of the Marketing plan is below.

Introduction (10%): Introduce the organisation, products/services, and main market(s). Outline the scope of the report. Develop SMART marketing objectives demonstrating how these support the organisation’s strategic goals.

Section 1: Market audit (20%)

Conduct the macro and micro-environment analysis using suitable tools.

Discuss what factors and trends are most relevant for the organisation, and why? Which are likely to pose threats/offer opportunities.
Summarise the results of the audit with a SWOT analysis.

Section 2: Target markets & sustainable competitive advantage (20%)

Identify and justify market segments using demographic, psychographic, or behavioural criteria. Select target markets and create consumer personas.

Analyse sources of sustainable competitive advantage (e.g., cost leadership, differentiation, niche).

Identify key factors that may affect the consumer decision-making process through development of perception map(s) using variables other than price and quality. Explaining how the organisation is positioned in relation to its competitors.

Section 3: The Strategic marketing mix (20%)

Propose a strategic marketing plan aligned with the chosen target market and positioning strategy (e.g. suggest the plan based on brand growth and future strategic directions etc.).

Apply the 4Ps/7Ps model and recommend changes or enhancements (Demonstrate clearly the creative content ideas (e.g., campaign taglines, channel selection), examples of promotional elements etc.)

Section 4: Control, KPIs & Future growth (15%)

Discuss how the Marketing plan aligns with and can add value to the existing brand. Recommend performance indicators and control mechanisms to measure success.

Suggest future strategic directions for growth and innovation.

Section 5: Reflective AI commentary (10%)

Conclude your report outlining key reflection, summarise:
Which AI tool(s) you used Why you chose them
How you ensured critical evaluation of AI-generated outputs Ethical considerations and limitations of AI in marketing planning

Presentation (5%)

The report needs to be well-presented and well-structured, with good vocabulary and grammar. Citing sources of theoretical frameworks and models, as well as relevant industry and company data is essential. All citations should feature at the end of your work as a List of references.

Attributes and Skills

Anonymous Marking

You must submit your work using your student number to identify yourself, not your name. You must not use your name in the text of the work at any point. When you submit your work in Turnitin you must submit your student number within the assignment document and in the Submission title field in Turnitin. Guidance is available showing how to do this.

Assessment Regulations

The University’s regulations, policies and procedures for students define the framework within which teaching and assessment are conducted. Please make sure you are familiar with these regulations, policies and procedures.

Formative Activities and Assessment

Formative activities and assessments are opportunities for you to apply, practice and make sense of the learning materials and content that you have encountered. These may take the form of individual tasks, such as reading some text or watching a video and documenting your reaction to it, responding to some discussion points on the discussion board, considering a case study, or participating in a live online classroom session. The main aim of formative activities is for you to receive feedback on your contribution or performance that will help you prepare for and complete your final module assessment.

Resources

The University offers a variety of resources to support you in the research journey. On the module’s Blackboard, you can find an Online Reading List with suggested readings, and Study Support where a calendar of upcoming study skills sessions is published. You are also encouraged to use the University’s Library.

CW1 - Assessment Rubric