MKT4022 Principles of Marketing Assignment Brief 2024-25 | BCU

Published: 17 Dec, 2024

Category	Assignment	Subject	Marketing
University	Birmingham City University	Module Title	MKT4022 Principles of Marketing

Word Count	2000 Words
Academic Year	2024-25

MKT4022 Assessment Information

As marketing assistant for an organisation of your choice*, you have been asked by your manager to undertake secondary research and produce a digital infographic that provides insight into the organisation and the marketing environment in which it operates. *Your chosen organisation must not appear in the list of exclusions on page 2 and must be approved by your classroom tutor before starting work.

MKT4022 Assessment Tasks

Using Canva (www.canva.com) – or similar software - you must produce a digital infographic (max. 6 pages + 1 references page) that includes ALL of the following elements:

A basic overview of the organisation, which must include (but is not limited to):
a) The organisation’s logo
b) The industry sector in which the organisation operates
c) The organisation’s size, including revenue and number of locations
d) An outline of the organisation’s products and services
e) The organisation’s market position in relation to at least five competitors using a perceptual map
A description of ONE group of customers that the organisation is currently targeting, which must include (but is not limited to):
a) A clear definition of the target segment using segmentation variables
b) A detailed customer persona based upon the identified target segment, which identifies customer characteristics
c) An outline of the persona’s buying behaviour using a buying behaviour framework
An analysis of the external marketing environment, which must include (but is not limited to):
a) An audit of the macro-environment using the PESTLE framework
b) An audit of the micro-environment using Porter’s Five Forces framework
An analysis of the internal marketing environment, which must include (but is not limited to):
a) An audit of the organisation’s current marketing mix using the 7Ps framework
b) A brief, written assessment of how well the organisation’s current marketing mix supports the market position identified in Task 1(e)

Completion of this assessment will address the following learning outcomes:

1 Audit the marketing environment in which an organisation operates, demonstrating knowledge of a range of marketing tools and techniques.
2 Describe an existing or potential target market segment for an organisation that operates within a specific industry.
3 Illustrate the extent to which the marketing mix of an organisation links to its competitive position within a target market segment.
4 Demonstrate transferable skills that are essential to a career in business, such as creativity, commercial awareness and communication skills.

Level 4 Marking Criteria:

Will have a sound knowledge of the basic concepts of a subject and will have learned how to take different approaches to solving problems. They will be able to communicate accurately and possess the qualities necessary for employment that requires the exercise of personal responsibility.

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Who has demonstrated:

Knowledge of the underlying concepts and principles associated with their area(s) of study, and an ability to evaluate and interpret these within the context of that area of study.

An ability to present, evaluate and interpret qualitative and quantitative data, to develop lines of argument and make sound judgements under basic theories and concepts of their subject(s) of study.

Criterion

0-20%

Fail

20-39%

Fail

40-49%

50-59%

60-64%

65-69%

70-79%

80-100%

Overview of the Organisation (LO1, LO4)

~ 15 marks

Little or no company overview provided.

Company overview provided BUT does not include all the requested elements:

· Company logo

· Industry sector

· Organisation size

· Products & services

· Perceptual map

Company overview provided that includes all the requested elements BUT the information provided is mostly inappropriate / inaccurate AND the perceptual map does not show the market position in relation to competitors.

Company overview provided that includes all the requested elements BUT the information provided is mostly inappropriate / inaccurate OR the perceptual map does not show the market position in relation to competitors.

Good company overview provided that is mostly appropriate / accurate BUT the perceptual map shows the market position in relation less than five competitors.

Good company overview provided that is mostly appropriate / accurate AND the perceptual map shows the market position in relation to at least five competitors.

Excellent company overview provided that is appropriate / accurate, including a perceptual map shows the market position in relation to at least five competitors.

In addition to meeting the marking criteria for a 70-79% grade, the work demonstrates an outstanding level of academic understanding, commercial awareness and professionalism that makes it stand out.

Description of Target Customer (LO2, LO4)

~ 15 marks

Little or no description of the target segment provided.

Target customer description provided BUT does not include all the requested elements:

· Target segment

· Persona

· Application of buying behaviour framework

Target customer description provided that includes all the requested elements BUT the identified segment is too broad AND the persona does not align with the target segment criteria.

Target customer description provided that includes all the requested elements BUT the identified segment is too broad OR the persona does not align with the target segment criteria.

Good description of target customer provided BUT the persona AND the buying behaviour framework would’ve benefited from a greater level of detail.

Good description of target customer provided BUT the persona OR the buying behaviour framework would’ve benefited from a greater level of detail.

Excellent description of the target customer provided that offers real insight into the market/segment.

In addition to meeting the marking criteria for a 70-79% grade, the work demonstrates an outstanding level of academic understanding, commercial awareness and professionalism that makes it stand out.

Criterion

0-20%

Fail

20-39%

Fail

40-49%

50-59%

60-64%

65-69%

70-79%

80-100%

Analysis of the External Environment

(LO1, LO4)

~ 30 marks

Little or no analysis of the external environment provided.

Some analysis of the external environment provided BUT demonstrates no real understanding of how to apply external audit frameworks AND does not include either of the requested elements:

· PESTLE

· Five Forces

Some analysis of the external environment provided that demonstrates a basic understanding of how to apply external audit frameworks BUT does not include all the requested elements:

· PESTLE

· Five Forces

Some analysis of the external environment provided that demonstrates a basic understanding of how to apply external audit frameworks AND includes all the requested elements:

· PESTLE

· Five Forces

Good analysis of the external environment provided BUT the PESTLE AND the

Five Forces analysis would’ve benefited from a greater level of detail.

Good analysis of the external environment provided BUT the PESTLE OR the

Five Forces analysis would’ve benefited from a greater level of detail.

Excellent analysis that offers real insight into the current state of the external environment.

In addition to meeting the marking criteria for a 70-79% grade, the work demonstrates an outstanding level of academic understanding, commercial awareness and professionalism that makes it stand out.

Analysis of the Internal Environment

(LO1, LO3, LO4)

~ 30 marks

Little or no analysis of the organisation’s current marketing mix provided.

Some analysis of the organisation’s current marketing mix provided BUT does not utilise the 7Ps framework.

Some analysis of the organisation’s current marketing mix provided BUT not all of the 7Ps have been considered AND demonstrates no real understanding of any academic concepts / frameworks relating to each P.

Some analysis of the organisation’s current marketing mix provided BUT not all of the 7Ps have been considered OR demonstrates no real understanding of any academic concepts / frameworks relating to each P.

Good analysis of the organisation’s current marketing mix provided BUT would’ve benefited from a greater level of detail AND offers no assessment of how well the current marketing mix supports the organisation’s market position.

Good analysis of the organisation’s current marketing mix provided BUT would’ve benefited from a greater level of detail OR offers no assessment of how well the current marketing mix supports the organisation’s market position.

Excellent analysis that demonstrates real understanding of the concepts / theories underpinning the marketing mix AND offers an excellent assessment of how well the current marketing mix supports the organisation’s market position.

In addition to meeting the marking criteria for a 70-79% grade, the work demonstrates an outstanding level of academic understanding, commercial awareness and professionalism that makes it stand out.

Criterion

0-20%

Fail

20-39%

Fail

40-49%

50-59%

60-64%

65-69%

70-79%

80-100%

Structure and Organisation (LO4)

~ 5 marks

Work not submitted as a PDF file as per the submission requirements in the assessment brief.

Does not adhere to one or more of the following submission requirements:

· Minimum page count of 5 (4 for tasks + 1 for references)

· Maximum page count of 7 (6 for tasks + 1 for references)

· Page size of 800 x 2000px / 8 x 20cm

Presentation is weak AND the structure does not follow the same order as the assignment tasks in the brief.

Presentation is weak OR the structure does not follow the same order as the assignment tasks in the brief.

Presentation and structure are good BUT the infographic does not use all the maximum 7 page

allowance (6 for tasks + 1 for references)

Presentation and structure are good AND the infographic uses all the maximum 7

page allowance (6 for tasks + 1 for references)

Presentation and structure are excellent, making full use of the infographic format in terms of space and visuals.

In addition to meeting the marking criteria for a 70-79% grade, the work demonstrates an outstanding level of academic understanding, commercial awareness and professionalism that makes it stand out.

Use of Sources to Support Work (LO4)

~ 5 marks

No attempt is made to provide source references provided for any of the presented work.

Limited source references are provided, which:

· Lack credibility

· Are not formatted to Harvard standard (including no use of intext citations)

Credible source references provided for some of the presented work BUT most are not formatted to Harvard standard (including no use of intext citations).

Credible source references provided for some of the presented work that are formatted to Harvard standard (including use of intext citations).

Credible source references provided for most of the presented work BUT most are not formatted to Harvard standard (including no use of intext citations).

Credible source references provided for most of the presented work that are formatted to Harvard standard (including use of intext citations).

A wide range of credible academic and professional source references provided for most of the presented work that are formatted to Harvard standard (including use of intext citations).

In addition to meeting the marking criteria for a 70-79% grade, the work demonstrates an outstanding level of academic understanding, commercial awareness and professionalism that makes it stand out.

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