MARK7045 Introduction to the Principles of Responsible Marketing Level 7 Resit Coursework Brief 2025-26 | OBU

Contents

Table of Contents

• Module Leader
• Resit Coursework Brief
• Summary information
• Resit Assessment Instructions
• Assignment Requirements
• Presenting coursework for assessment
• Recommended Coursework Structure
• Assignment length / equivalent
• Use of Turnitin
• Submission instructions
• How your work will be marked
• Assessment criteria rubric assessment (uncapped)

MARK7045 Resit Coursework Brief 

Summary information

MARK7045 Resit Assessment Instructions

The resit assignment MUST be a different combination of existing brand+new sector. It cannot just be a reworked version of your previous assignment submission. 

HINT: In the past, some students have chosen to keep their data on the new sector and just change the brand, for example. 

This module is assessed through one individual assignment which involves applying key marketing principles in the development of an outline marketing plan for extending an existing brand into a new product or service category. The choice of existing brand and new category are up to you but in your assignment, you need to be able to demonstrate: 

1)Why the move into that sector makes sense for that brand

2)Why it is a new sector for that brand.

• It can be a product (usually a range) or service and can include nonprofit, business to business and digital categories. 
• It is likely that the new sector will exist already (for other brands).
• It cannot just be a range extension (for example a new handbag range for Channel) or new consumer group for existing products (for example, marketing paper newspapers to Millennials.

Assignment Requirements

• The brand must exist already in some form.
• The brand must not be already in the ‘new category’ - even as a test. 
• The brand or new market/product can be international, but it is important you are familiar with the market and can access the data for market analysis easily. Not all countries have the same level of publicly available market information. Many, but not all, previous students have found the UK easier from this point of view. 
• Note: it is not enough to take one product and expand it into a new country (this is the Global Marketing Assignment next term) – you need to move into a new category.
• Students on the specialised degree programmes of Digital or Luxury are strongly encouraged to further your knowledge in these areas through this assignment, for example selecting a luxury brand or premium customer segment to target, or selecting a digital based product/service or developing a digital based marketing plan. 
• I will set up a draft Turnitin box to check for accidential plagiarism. Submission to this box DOES NOT COUNT as final submission so please be careful. 

HINT #1: Help yourself by closely checking the marking criteria (shown at the end of this document) and to use the ‘Ask Junior’ Help Forum  on your Moodle site to ask for clarification if there is anything you do not fully understand. The topic MUST be an existing brand into a new product or service category (not just a new country).

HINT #2: It is important to note that we will NOT be assessing based upon the novelty or creativeness of your idea but upon the extent to which your outline plan is supported by good quality research and analysis demonstrating a thorough understanding of the principles covered on the syllabus of the IPROM course.

HINT #3: Make sure the analysis is your own. Do not use templates such as SWOT or PESTLE on your brand that you have found on-line. This is plagiarism even if you reference them correctly. Use the extensive resources on Moodle to ensure you are not referred for cheating.

HINT #4: Note the assessment criteria has been updated for this term so do not rely on previous versions or the experiences of previous students. 

HINT #5: Students who have failed this course in the past almost inevitably are the ones who also did not attend the lectures and seminars. Attendance is taken each week. We have found a direct correlation between attendance and marks achieved so I strongly recommend you engage with the lectures, films and forums as well as the face to face seminars if you want to do well on the module.
HINT #6: Remember the exemplars on Moodle do not feature the new requirement for ‘Responsible marketing’ and ethics/sustainability – but your assignment needs to, as described in the original assignment brief and in the marketing grid.

Presenting coursework for assessment

Your assignment when submitted should not include your name – we use a system of anonymous marking to reduce the risk of any unconscious bias.

The authentic and essential requirements for this piece of assessed work are;

• It must be word-processed. It cannot be handwritten. 
• Save your word document as PDF and then upload it.
• It must be black text on a white background. 
• All pages must be numbered.
• Margins must be as follows: Top: 1 inch, Bottom: 1 inch (2.5 cm), Left: 1.25 inches, Right: 1.25 inches (3.2 cm)
• Have title page, table of contents and an executive summary (1-2 paragraphs required only).
• Tables (in the report or in the appendix) should not be cut and pasted or imported as figures – they need to be editable and in word format. Please be VERY careful not to use other people’s analysis (for example in swot or pestle tables). The analysis must be your own. 
• Harvard referencing style – use ‘Cite them Right’ (via Brookes website) or ask student services if you are unsure. Correct reference style is important.
• In addition, we recommend using 12-point Arial font and 1.5 line spacing. Note: Tables and figures can have smaller font/line spacing but need to be readable. This feeds into the marks for the assignment being presented professionally. 

Recommended Coursework Structure

HINT: Word count suggestions are to help you match your content to the weight of the marks but are for guidance only ... it is the overall total that matters. 

1)Cover page (not included in word count). This needs to include title, student number and assignment word count - NOT your name as it is marked anonymously.
2)Table of Contents (not included in word count) 
3)Executive summary (not included in word count) 1-2 paragraphs maximum, no references. 
4)Introduction (state the aim of the assignment and its structure, provide an overview of the chosen organisation/product) (approx. 200 words). This needs to include why the brand stretch into the new category makes sense for that brand and identify any ethical/responsible marketing issues.
5)Environmental analysis supporting the opportunity for the product development (external + internal using suitable models) + infographic (+ approx. 500 words)
6)Segmentation, Targeting, Positioning Strategy (approx. 350 words)
7)Marketing Plan (product, price, place, promotion) using the models from the course (approx. 700 words). 7Ps if doing a service.
8)Conclusion: Implications for responsible marketing (approx. 200 words) 
9)References (not included in word count)
10)Appendix (not included in word count)

Sources to be used throughout the assignment can include: 

Academic journal articles, secondary market research such as Mintel or Euromonitor, government statistics, marketing textbooks, company websites, credible news articles, industry trade press, marketing case studies. 

Assignment length / equivalent

The length of the assignment is limited by a set number of 2,000 words to contribute towards the development of writing skills and to ensure all work is assessed equitably. We therefore require you to complete your assignments within this word limit.  Work in excess of this word limit will not be marked (note: there is NO +/-10% word count for this assignment). Also, if you have written less than 1,800 words, it is unlikely you have met the brief. If in doubt, you should discuss this with the Module Leader or Seminar tutor before submission.
You will need to think carefully about how best to explain your case within the permitted number of words, using, for example, an appropriate mix of text, drawings, diagrams, and tables, supplemented by information contained in appendices. Inappropriate use of appendices will be taken into consideration when awarding the final mark. Therefore, appendices are limited to 5 pages maximum. 

Please also remember that a report can be enhanced or damaged through layout, for example, placing all tables and drawings in appendices can hamper the flow of discussion. Decisions therefore need to be made about the most appropriate place to use tables etc, to support your case.
For clarity, the specified word count refers to the main body of the report. The word count does include headings and in-text citations, but does not include equations, tables, or diagrams, executive summary, contents page, reference list, appendix or the title page.

Use of Turnitin

The new Turnitin policy effective from September 2022 can be found via this link. You are expected to be familiar with it. It is important to know that the reference list and quotations are included in the overall similarity report, and that these matches are expected and not problematic.

MARK7045 Assessment criteria rubric assessment (uncapped)