MG529 Strategic Marketing CW1 Assignment Brief 2024-25 | BNU

0-34 (F) – 

Fail 

 Not 

successful

35-39 E – 

 Marginal fail  Below  

required  

standard

40-49 (D)

Pass 

 Satisfactory

50-59 (C)

Pass 

 Good

60-69 (B)

Pass 

 Very Good

70-79 (A)

Pass 

Excellent

80-100 (A+)

Pass 

Outstanding

Knowledge and

understanding 

20% 

This should include 

evidence of: 

• STP Marketing 

• Ansoff Matrix 

• Setting SMART objectives. 

• Campaign planning framework SOSTAC 

and the RACE model.

The work

demonstrates a limited  and/or substantially 

inaccurate or no 

knowledge and critical understanding of the well-established 

concepts and theories  required forstrategic  marketing planning. 

There is little or no 

evidence of wider 

reading. 

Little or no use of 

campaign planning 

framework SOSTAC and/or the RACE 

model within the 

report.

The work

demonstrates 

insufficient 

knowledge 

and critical 

understanding of the well-established 

concepts and theories  required forstrategic  marketing planning. 

There is 

limited evidence of 

wider reading and/or wider reading lacks 

relevance. 

Use of campaign 

planning framework SOSTAC and the 

RACE noted but not implemented to a 

satisfactory standard within the report.

The work

demonstrates 

a basic knowledgeand critical 

understandingof  

the well 

established 

concepts and 

theories required for 

strategic marketing 

planning. 

Wider 

reading is relevantbut largely restricted to core texts and only partially integrated. 

Satisfactory use of 

campaign planning 

framework SOSTACand  the RACE model noted  in the report.

The work

demonstrates 

a sound breadth and 

depth of knowledge and  critical understanding of  thewell-established 

concepts and theories  required forstrategic  

marketing planning. 

Wider 

reading is largely 

limited to core textsbut has clearly 

enhanced 

the work. 

Good use of campaign  planning framework  

SOSTAC and the RACE  modelnoted in the report

The work demonstratessophisticated knowledge and critical 

understanding of the 

well-established 

concepts and theories  required for strategic  marketing planning. 

Wider reading shows a  range of sources being usedand applied, some of which are 

independently 

selected. 

Very good use of 

campaign planning 

framework SOSTAC 

and the RACE model  noted in the report

The work

demonstrates 

highly accomplished knowledge and critical understanding of the well-established 

concepts and theories  required forstrategic  marketing planning. 

Application 

of wider 

independent 

reading is fully 

evident 

in the work. 

Excellent use of 

campaign planning 

framework SOSTAC and the RACE model  noted in the report.

The work

demonstrates 

exceptional 

knowledge 

and critical 

understanding of the well-established 

concepts and theories  required forstrategic  marketing planning. 

Application 

of extensive 

independent reading is evident throughout the work. 

Outstanding use of 

campaign planning 

framework SOSTAC and the RACE model  noted in the report.

Analysis and criticality20% 

This should include 

evidence of:

Little or no

demonstration of 

the ability to select 

and use ideas and

Insufficient

demonstration of the ability to select and 

use ideas and

The work

demonstrates 

a sufficient ability in 

selecting and using

The work

demonstrates

The work

demonstrates

The work

demonstrates 

highly accomplished

The work

demonstrates 

exceptionally

• Review of key insights from the 

strategic audit 

impacting on the 

marketing planning 

process e.g., PESTEL,  

TOWS analysis, 

Customer analysis 

(personas and CDJ’s). 

• Market opportunity 

• Strategic 

Company/pro-duct 

positioning. 

• Justification of strategic objectives set 

for the campaign. 

• Target audience 

• Overarching 

campaign 

messaging

techniques to

devise and  

sustainarguments  and/or solve 

problems. 

Approach is  

largely superficial  yielding no real 

insights. 

Essential elements are missing. There is plenty of 

description but  

little analysis. Little  or nojustification or strategic insight. 

Little or no use  

ofrelevant and 

appropriate 

sources to  

informproblem 

solving 

and decision making

techniques to deviseandsustain arguments and/or solve problems. 

Few required areas are  identified and analysed in  any detail yielding very few interesting insights.  Analysis shows weak  

focus, logic, justification  or coherence and is 

largely descriptive. There  are serious gaps in the argument regarding 

company/product 

positioning. 

There is some 

limited evidence of  

the ability 

to select evaluateand 

comment on a 

limited. 

range of relevant and 

appropriate sources to  inform problem solving and decision making

ideas and

techniques to  

devise and 

sustain 

arguments and/or 

solve problems. 

Several required areas  are identified and  

analysed in anydetail  yielding a few 

interesting insights. 

Analysis shows at 

times a weak focus, 

logic, justification or 

coherence and has a  tendency to be 

descriptive. 

There are gaps in 

the argument 

regarding 

company/product 

positioning. 

Use of a sufficient 

range of relevant 

and 

appropriate sourcesto  inform problem solving  and decisionmaking.

a well-developed

ability in the 

selection 

and use of ideas and techniques to devise and sustain arguments  and/or solve problems. Most required areas  are identifiedand  

analysed in fairdetail yielding some  

interesting insights.  

Analysis isfocused,  

logical, justified and 

coherent in some 

parts. 

Discussion of 

company/product 

positioning is good. 

Use of a sound 

range of relevant 

and appropriate 

sources to inform 

problem solving 

and decision 

making a few of 

which may be 

independently 

selected

a sophisticated

ability in the 

selection 

and use of ideas 

and 

techniques to devise and sustain arguments  and/or solve problems. All required elements  are identified and 

analysed in detail 

yielding interesting 

insights throughout. 

Analysis is mainly 

focused, logical, 

justified and coherent. Company/pro-duct 

position relative to 

competitors is 

identified and on the whole justified. 

Use of a 

sophisticated 

range of relevant 

and 

appropriate sourcesto  inform problem solving  and decisionmaking  some of which 

are independently 

selected

ability in the

selection 

and use of ideas 

and 

techniques to devise and sustain arguments  and/or solve problems. All required elements  are identified and 

analysed in fine detail  yielding fresh and  

original insights 

throughout. Analysisis  focused, logical, 

justified and coherent. Company/pro-duct 

position relative to 

competitors is clearly identified. 

use of a highly 

accomplished rangeof  relevant and 

appropriate sourcesto  inform problem solving  and decisionmaking  many of which 

are independently 

selected

accomplished abilityinthe selection 

and use of ideas 

and 

techniques to devise and sustain arguments  and/or solve problems. Outstanding level of 

analysis of all the 

required elements with  an impressive depth of  detail yielding fresh  

and original insights 

throughout. Analysisis  focused, logical, 

justified and coherent. 

Company/pro-duct 

position relative to competitors is very clearly identified. 

Use of an exceptional  range ofrelevant and appropriate sourcesto  inform problem solving  and decisionmaking  many of which 

are independently 

selected

Application and

practice 40% 

Strategy 

implementation/Tactics 

This should include 

evidence of: 

• Key areas of the marketing and 

communication mix. 

• Application of segmentation 

techniques and 

customer insights to 

inform campaign 

approach. 

• Channels to be 

used and timings 

(Gannt chart) 

• Budget breakdown 

• Key Performance 

Indicators 

(KPIs)/Metrics

Work demonstratesalimited or no ability to  apply underlying  

conceptsand  

principles in either the  coverage of the tactics  for thestrategic  

marketing plan or the communications mix. 

In the market roll out plan weak or no 

coverage of media 

channels to be used, media timing and 

budget assumptions were not documented. 

Weak or no reference  to KPI’s set to  

monitor campaign 

success. 

Creativity of thought and/or artistic skills 

are not demonstrated in most or all key 

areas.

Work demonstrates an insufficient ability to 

apply underlying 

concepts and 

principles in either the  coverage of the tactics  for the strategic  

marketing plan or the communications mix. 

In the market roll out plan insufficient levelof detail in the coverage  of media channels to  be used,media timing  and budget 

assumptions were not realistic. 

Work demonstrates an  insufficient abilityto  

reference KPIs to 

monitor campaign 

success. 

Creativity of thought 

and/or artistic skills only  demonstrated insome key areas

Work demonstratesa sufficient ability to 

apply underlying 

concepts and 

principles in the 

coverage of the 

tactics for the 

strategic marketing 

plan and, the 

communications mix. 

In the market roll out plan sufficient level of detail in the coverage  of media channels to  

be used,media timing  and budget 

assumptions. 

Work demonstratesa  sufficient ability to 

reference KPI’s to 

monitor campaign 

success. 

Creativity of thought 

and/or artistic skills 

satisfactorily 

demonstrated in most key areas.

Work demonstrates an ability to evaluate and apply, in a consistent  and informed manner, underlying concepts 

and principles in the 

coverage of the tactics  for the strategic  

marketing plan and, the communications mix. 

In the market roll out plan a good level of 

detail in the coverage  of media channels to  be used,media timing  and budget 

assumptions. 

Good understandingof KPIs required to 

monitor campaign 

success. 

Creativity of thought 

and/or artistic skills 

demonstrated in all  

key areas to agood 

standard.

Work demonstrates an ability to evaluate and  apply in a capable and effective manner, 

underlying concepts and principles in the coverage of the tactics  for the strategic  

marketing plan and,  the communications mix. 

In the market roll out plan a very good level  of detail in the 

coverage of media 

channels to be used, media timing and 

budget assumptions. 

Very good 

understanding of 

KPIs required to 

monitor campaign 

success 

Creativity of thought 

and/or artistic skills 

demonstrated in all  

key areas to a very 

good standard.

Work demonstratesan ability to select, 

evaluate and apply in  a highly accomplished manner underlying 

concepts and 

principles in the 

coverage of the 

tactics for the 

strategic marketing 

plan and, the 

communications mix. 

In the market roll out plan an excellent level  of detail in the 

coverage of media 

channels to be used, media timing and 

budget assumptions. 

Excellent 

understanding of 

KPIs required to 

monitor campaign 

success. 

Creativity of thought 

and/or artistic skills 

demonstrated in all  

key areas to an 

excellent standard.

Work demonstrates

ability to select, 

evaluate, and applyin  an exceptionally 

accomplished manner  underlying concepts  and principles in the coverage of the 

tactics for the 

strategic marketing 

plan and, the 

communications mix. 

In the market roll out plan an outstanding 

level of detail in the 

coverage of media 

channels to be used, media timing and 

budget assumptions. 

Outstanding level of 

detail and 

understanding of KPIs  required to monitor  

campaign success. 

Creativity of thought 

and/or artistic skills 

demonstrated in all 

key areas is 

outstanding.

Transferable skills

Group Dynamics 10% 

Effective group 

management of research This should include 

evidence of 

• A group log of 

contribution

Ineffective group work as evidenced by the  lack of resultsand by  the group log or group  log missing.

Functioning group

work noted with but 

with limited useful 

results. 

An effectual group 

log submitted 

lacking any detail.

Functioning group

work noted and some  useful results 

produced. 

Group log submitted but lacks detail.

Good and effective

group work as 

evidenced in part by 

the results and by the group log

Very effective groupwork as evidenced by  the results and by the group log

Extremely effective

group work as 

evidenced by the 

results and by the 

group log.

Exceptional and

effective group work as evidenced by the results and by the 

group log.

Transferable Skill 10%Assignment Parameters 

This should include 

evidence of: 

Use of Harvard 

referencing in text 

and on the 

reference list. 

Literacy, editing and 

word count.

Little or no attempt at referencing. 

No evidence of any 

attempt to edit into a cohesive document. Poor literacy skills

Major errors noted inthe application of the rules of Harvard 

referencing missing or  inaccurate reference list. 

Weak editing into the  final report. Major  

problems with literacy skills

Parts of work adheres to rules of Harvard  

referencing missing or inaccurate reference list. 

Fair editing into the 

final report. 

Consistency 

problems with 

literacy skills

Mostly adheres to

rules of Harvard 

referencing in text and in reference list. 

Good editing into the final report. A few 

issues with literacy 

skills at times in a few sections.

Very good adherence to rules of Harvard 

referencing in text and in reference list. 

Very good editing into  the final report.Limited  problems with literacy  skills inany section

Excellent adherence torules of Harvard 

referencing in text and in reference list. 

Excellent editing into the final report. No 

problems with literacy  skills in any section

Perfect or almost

perfect adherence to rules of Harvard 

Referencing in text and in reference list. 

Outstanding editing 

into the final report. 

No problems with 

literacy skills in any 

section