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| Category | Assignment | Subject | Marketing |
|---|---|---|---|
| University | Leeds Trinity University | Module Title | BMM4123 Marketing Fundamentals |
| Word Count | 1500 words |
|---|---|
| Assessment Type | Individual Marketing Plan |
| Assessment Title | Assessment 2 |
| Module title | BMM4123 Marketing Fundamentals |
| Assignment number and title | Assessment 2 |
| Assignment type | Individual Marketing Plan 1500 words |
|
Learning outcomes (see Module Handbook for all learning outcomes) |
I. To explain the fundamental concepts and practice of marketing, including the application of marketing research, market analysis, segmentation, targeting and positioning. II. Describe and illustrate the effective use of elements of the marketing mix and understand the difference between product and service orientated organisations within business-to-customer and business-to- business contexts. III. Use theoretical marketing models to interpret practical marketing situations and recommend appropriate actions. IV. Demonstrate an understanding of the ethical implications of marketing operations in a range of situations. |
Leeds Trinity University has a Students Union on campus which enables students to access support, participate in social events and join interest clubs such as sports or leisure.
See the below link to for activities of LTSU
It is proposed that a Students Union will be established at your study location (Manchester, Birmingham, Bradford, London or Leicester) to replicate as far as possible the activities of the main LTU Students Union.
You have been tasked with devising a live marketing campaign plan for the local branch of LTU Students Union.
You plan may focus on any aspect to the LTU Students Union activities or services and also you may use any marketing communications tools with the specific objective of launching a Students Union and engaging with its target audience.
This should follow exactly the same structure as the Group presentation from Assessment 1 In addition you will support this with your independent wider research and detailed analysis, and application-reference to key concepts of marketing fundamentals covered by the module lectures and core textbook.
The structure and content of your written marketing plan should follow:
1.Marketing Strategy
This should follow the marketing planning stages detailed in class and lecture slides in relation to the LTSU/SSS marketing audit and plan you are developing with your team:
Context: Introduce this section with textbook (Fundamentals of Marketing, FOM) references to:
Interpret:
2.Organisation situation analysis:
Context: Introduce this section with textbook (FOM) references to elements requiring situation analysis (internal – external)
Interpret: Apply your analysis of LTSU/SSS purpose, mission and performance
3.Target Audience
Context: Introduce this section with textbook (FOM) references to
Interpret: Apply your analysis of the specific LTSU/SSS student audience your plan is targeting
4.Marketing Goals
Context: Introduce this section with textbook (FOM) references to
5.Marketing Mix
Context: Introduce this section with textbook (FOM) references to
Interpret: Apply the marketing communications (promotional) mix to your LTSU/SSS marketing plan
6.Campaign Implementation & Evaluation
Context: Introduce this section with textbook (FOM) references to the process and purpose assessing marketing campaigns
Interpret: Make specific proposals for:
Performance evaluation – how you will measure the impact of your marketing plan again the specific KPI objectives you set
A. Reflection on and conclusions from Team plan B, Appendices – list of references
Is there a size limit?
This is 1500 word individual report excluding appendices and references
Struggling with your BMM4123 Marketing Fundamentals Assessment 2?
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You will be marked against the attached criteria (see following page). Make sure you focus on demonstrating:
– Generic descriptors to inform marking criteria for academic undergraduate assessments
| Classification | Exceptional / Distinction<br>100, 95, 92 | Outstanding / Distinction<br>88, 85, 82 | 1st / Distinction<br>78, 75, 72 | 2.1 / Merit<br>68, 65, 62 | 2.2 / Pass<br>58, 55, 52 | 3rd / Pass<br>48, 45, 42 | Fail<br>38, 35, 32 | Object Fail<br>25, 20, 10, 0 |
|---|---|---|---|---|---|---|---|---|
| Knowledge & Understanding | Polished grasp of topic including modern marketing, targeting, segmentation and integrated marketing communication. | Comprehensive and confident grasp of modern marketing, targeting, segmentation and integrated marketing communication. | Thorough understanding of modern marketing, targeting, segmentation and integrated marketing communication. | Secure, general understanding of globalisation, international trade and emerging markets, with reasonable application to assessment task. | Sound knowledge of modern marketing, targeting, segmentation and integrated marketing communication. | Limited knowledge of modern marketing, targeting, segmentation and integrated marketing communication. | Faulty understanding of modern marketing, targeting, segmentation and integrated marketing communication. | No understanding of assessment task or concepts of modern marketing, targeting, segmentation and integrated marketing communication. |
| Structure & Argument | Effective and integrated overarching argument or structure, clear insightful synthesis of literature. Highly creative understanding of topic. | Effective overall argument with clear and insightful connections between literature. Creative understanding of topic. | Clear and logical focus and direction with valuable connections made between literature. Good level of creativity. | Well-focused literature review with some clear connections made between material and some overall direction. Some creativity. | Addresses literature review with some direction and makes some connections between materials. | Argument is weak and difficult to detect. Connections made between statements are limited. | Lack of argument. Faulty connection between statements. | No argument. Many faulty connections between statements. |
| Analysis & Conclusions | Original and searching analysis, critical appraisal of material and judicious conclusions. | Searching analysis of material with pertinent conclusions drawn. | Insightful analysis of material throughout with appropriate examples. | Strong analysis of salient illustrative examples. Some general conclusions drawn based on some reasonable comparisons and examples. | Some conclusions drawn based on some reasonable comparisons and examples. | Basic analysis. Remains descriptive, little evaluation or comparison. Few clear conclusions. | Insufficient evaluation or attempt to make comparisons. Conclusions weak. | No evaluation or attempt to make comparisons. Conclusions illogical or absent. |
| Sources & Evidence | Extensive and evaluative use of academic material and evidence with evidential support for argument. | Extensive use of academic material and evidence with some evaluation. | Clear support of argument with well selected material. | Draws on relevant independent sources and evidence to support claims. | Makes simple use of evidence from recommended sources. | Relies on superficial statements with little supporting evidence. | Lack of evidence or relevant sources. | No evidence or relevant sources. |
| Adherence to Referencing Conventions, Technical Skills | Flawless referencing or technical skills. | Flawless referencing or technical skills. | Excellent referencing or technical skills. | Consistent and accurate referencing or technical skills. | Largely consistent and accurate referencing or technical skills. | Limited referencing / adherence to convention or technical skills. | Inadequate referencing or technical skills. | Inadequate or no referencing or technical skills. |
| Written / Visual / Oral Style & Clarity | Professional and sophisticated with exceptional clarity and coherence. Excellent, controlled, confident delivery, pace, and audience engagement. | Professional and fluent with great clarity and coherence. Confident delivery, pace and audience engagement. | Fluent and accurate with great clarity and coherence. Mostly confident delivery, pace and audience engagement. | Clear and coherent. Good delivery, pace and audience engagement. | Some lapses of clarity. Some expression is ineffective. Satisfactory delivery, pace and audience engagement. | Adequate, but awkward expression throughout with little clarity. Poor delivery, pace and audience engagement. | Inadequate and unclear presentation. Impaired communication. Error-strewn. | Grossly inadequate and unclear presentation. Severely impaired communication. Error-strewn. |
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