ENI08106 Digital Marketing & Principles of Marketing Assessment B Brief – Market Research Report

1. Module Number

ENI08106

 2. Module Title

Marketing and Market Research in Practice

 3. Module Leader

Nataliia Shulpina

 4. Tutor with responsibility for this Assessment

Dr Babatunde Hamed Akinlabi Mehreen Muneer

Nataliia Shulpina Permindersingh Bandesha

Bari Bekee

 5. Assessment

Market Research Report

 6. Weighting

60% of module assessment

 7. Size and/or time limits for assessment

2000 words

8. Deadline of submission

Your attention is drawn to the penalties for late submissions.

Submission due date: 20^thMarch 2026, 11:55 PM

9. Arrangements for submission

An electronic Word or PDF version should be uploaded into the Turnitin® drop-box on Moodle by the deadline. Each piece of work should clearly state the module number, module leader, and student matriculation number (not student name), plus confirmation that the assignment is your own work and has not been submitted for another assessment. You are advised to keep a copy of the assessment. All work must be submitted on time.

Your work must be accompanied by the appropriate cover sheet, available as 'Assessment Cover Sheet' on your Moodle page. This cover page should be the first page of your assessment.

10. Al Use

AI may be used in this assignment to help support the development and structuring of your ideas/content. However, use must be line with academic integrity guidelines.

11. Assessment Regulations

All assessments are subject to the University Regulations. Please see information on avoiding plagiarism in the module handbook, Moodle page, and web pages at the following link https://my.napier.ac.uk/your-studies/improve-your- academicand-study-skills/referencing-and- academic-integrity

 12. The requirements for this assessment

In groups of 2 or 3, you are required to produce a market research report of 2000 words on a research scope that will be provided in week 7

The report must include the following:

1. Title page (names of group members; the title of the report; module code and title; Module tutor’s name; submission date; word count)

2. Executive summary (summarize the key points of the report. It should restate the purpose of the report and highlight the major points of the report)

3. Table of contents – (contains a list of headings within that report, as well as a page number reference for each heading/section)

4. Introduction (introduce the purpose/aim of the report; outline the structure of the report; and the objectives of the report

5. Body/Sections(sub-headings)

· Definition of problem or opportunity

· Research Design

· Data Collection Methods

· Sample Design

· Data Analysis

· Findings

· Implications of findings Market Strategy

6. Report summary (describe what you have done in the report and summarize the main points)

7. Reference list (provide a list of all the sources you have cited in the report in alphabetical order following APA 7th referencing style)

8. Appendices (include any supporting material such as data collection instruments, pictures, graphs, tables, figures, diagrams, or important documents that are relevant to the assessment)

 16. Special Instructions

 Learning outcomes assessed – 2,3,4,5

· Word limit (2000) includes all text and quotations within the report but does not include the reference list/bibliography. The word count is to be shown at the end (10% above/below the word count is accepted).

· Work should be written in the 3rd person; in formal English; in Arial font size 12; 1.5 line spacing, justify paragraph alignment.

· All work must be original and fully referenced using the APA 7th style. Refer to your school’s guidance for referencing practice and the use of Turnitin available at:

https://my.napier.ac.uk/your-studies/improve-your- academic-and-study-skills/referencing-and- academic-integrity/referencing-guidelines

 17. Return of Work and Feedback

Individual feedback will be provided within 3 weeks of the submission deadline via Moodle and in class.

18. Assessment Criteria

Grades for the report will be based on:

· Introduction (10%)

· Body including research methodology, level of analysis, coherent argument, originality, and depth of content, including relevant use of examples (50%)

· Evidence of relevant research, investigation, and referencing (15%)

· Report summary and recommendations/market strategy (20%)

· Quality of presentation, including structure, writing, and executive summary (15%)

Examples of excellent work would include evidence taken from a range of published sources, coherent arguments, and attention to each part of the question. A lesser answer might only refer to a limited  number  of  relevant  sources  and  lack evidence of research and original thought