772103 Marketing Management for Business Assessment Brief T3 2024-25

772103 Assessment Brief

Assessment Submission (student information):

Kindly submit your assignment for this module through the Canvas system. Please use the 'Assignments' menu within the Canvas page to submit your work. Please note that printed copies are not able to be accepted.

For the report element, the group leader will submit their report on behalf of their group i.e., there will be one submission for each group for this element. However, for th peer review element, each group member will be required to complete this via Canvas individually.

Assessment submission dates are outlined on the front of this assessment brief and car also be found in the 'Assignments' section of the Canvas page.

Module Assessment:

As with other modules on the programme, assessments for this module are centred on the application of knowledge (competency framework) and applying the practical toolkits and concepts to a tangible marketing problem. In its core, the purpose of assessment is to offer students the opportunity to demonstrate their learning against the programme competencies.

The assessment should be authentic, which means it relates directly to the field of practice. Students will work on case study producing a marketing plan. The students should analyse different scenarios, demonstrate knowledge and comprehension of the marketplace, critically apply relevant concepts and make optimal recommendations.

Case Study:

The report will focus on one brand as a case study. Details of the case study will be provided to you by your lecturer.

Report Structure: (75%)

4000 words (-/+10%)

You are encouraged to utilise tables, figures and appendices which are not included in the word count.

➤ Front Cover
➤ Contents Page
➤ List of Tables, Figures and Appendices

Executive Summary

1. Introduction
1.1 Brand Vision and Mission
2. Marketing Audit
2.1 Situational Analysis (5Cs)
2.2 Competitive Landscape (Perceptual Mapping)
2.3 External Analysis (PESTLE)
2.6 Internal Analysis (Opportunities)
3. Marketing Objectives
3.1 Current Marketing Strategies Analysis
3.2 Segmentation and Targeting Analysis
3.3 Marketing Mix Analysis
4. Marketing Implementation
4.1 SMART Objectives
4.2 Ansoff Matrix
4.3 STP Implementation
4.4 4Ps Implementation
4.5 Communications Mix Implementation
5. Marketing Control
5.1 KPIs
5.2 Metrics and Analytics
6. References
7. Group Reflection
➤ Appendices

Executive Summary

1. Introduction
1.1 Brand Vision and Mission
2. Marketing Audit
2.1 Situational Analysis (5Cs)
2.2 Competitive Landscape (Perceptual Mapping)
2.3 External Analysis (PESTLE)
2.6 Internal Analysis (Opportunities)
3. Marketing Objectives
3.1 Current Marketing Strategies Analysis
3.2 Segmentation and Targeting Analysis
3.3 Marketing Mix Analysis
4. Marketing Implementation
4.1 SMART Objectives
4.2 Ansoff Matrix
4.3 STP Implementation
4.4 4Ps Implementation
4.5 Communications Mix Implementation
5. Marketing Control
5.1 KPIs
5.2 Metrics and Analytics
6. References
7. Group Reflection

772103 Marking: 

❖ Clear Executive Summary (5%)
❖ Critical Evaluation of the Marketing Environment of the Company (15%) 
❖ SMART Objectives (10%)
❖ Strategy or Value Proposition Related to Market Offering (10%)
❖ Marketing Tactics, Designing, Communicating and Delivering Customer Value(30%)
Understanding of Control Measurements (10%)
Use of Data and Academic Sources Through Secondary Research (10%) 
❖ Presentation, Structure and Layout (10%)

772103 Level 7 Generic Assessment Criteria and Grading Descriptors