Assessment Information/Brief 2020-21

Assessment task details and instructions

Address the following task:

Appraise how effectively one organisation of your choice deploys the principles and practices of marketing management in response to a turbulent marketing environment.

  Your work should include consideration of the following :

1. The marketing environment, and the current level of turbulence it is presenting (30 marks)
2. The marketing mix (40 marks)
3. Segmentation, targeting and positioning (10 marks)
4. Recommendations for how the company can improve its use of marketing management in response to the turbulent marketing environment  (20 marks)

Please note if the organisation you choose is a multinational business you are advised to focus on any ONE country of the your choice. In addition, if the organisation has a wide product portfolio you should consider focusing on a clearly defined aspect. If you wish to narrow your analysis to a particular country, or aspect of product portfolio you need to make this clear in the introduction to your assessment. 

You should draw upon relevant academic as well as practitioner sources to support your points 

You are expected to undertake your own desk research to update your understanding of the current corporate context of the company.

Your work should be in a creative, critical and evaluative manner. Ensure that your arguments are clear and logical and where appropriate include academic sources, i.e. academic journal papers, which add weight to your points raised. Please show in your list of references an appropriate breadth and depth of references relevant to the topic.

Your work must be correctly referenced throughout in the Harvard format. 

Your assignment should be word processed and produced in an appropriate academic style. The font should be 12. The work should be completed on an individual basis.

We have set up a draft submission area so that you can check whether your work is adequately referenced. You are strongly advised to make use of this system. You can submit a draft as many times as you wish but you can only submit one final version. Therefore please ensure you submit the correct file when uploading your final submission. 

WARNING – ACADEMIC MISCONDUCT

The University’s policy on Good Academic Conduct applies. Plagiarism, collusion and other forms of misconduct identified by the Policy are serious offences leading to potentially very severe disciplinary consequences.  Cases of academic misconduct WILL be reported.

In a nutshell plagiarism means passing off somebody else’s efforts as your own work.

The following are NOT permitted:

• Copying somebody else’s work in whole or in part 
• Getting somebody else to help you with the specific content of your assignment (only general discussion with somebody else about the topics covered in the assignment is permitted – not discussion about the specific assignment contents) 
• Getting somebody else to correct your work 
• Copying (or cutting and pasting) text or web site content into your assignment without attribution of the source with full academic referencing 
• Quoting more than 100 words of text verbatim even with attribution to the source 

Any student who assists another student to plagiarise or collude (by allowing their work to be copied or by specific assistance/checking another student’s work) or participates in any other form of misconduct is ALSO guilty of misconduct and will be penalised along with the student who has been assisted.

Module Aims 

On successful completion of this assessment, you will be able to:

Knowledge and Understanding

Upon successful completion of the module, you will be able to:

1. To critically evaluate the theoretical and practical underpinning of  marketing management, in the context of  an evolving and competitive marketing environment.
2. To critically appraise and apply the marketing mix in the  context of contemporary brands.
3. To insightfully analyse the segmentation, targeting and positioning strategies of brands.
4. To evaluate  the credibility and sustainability of current marketing strategies adopted by brands and posit potential future strategies to enrich brands 

Practical, Professional or Subject Specific Skills

On completion you will have had the opportunity to/will be able to:

1. undertake desk based research on the marketing management of brands

gain experience of working on short term part independent, yet guided  real life marketing management reports 

1. Make marketing management recommendations based on a real life organisation 

Transferable Skills and other attributes (maximum of 5)

On Completion you will have developed:

1. Experience of preparing and presenting reports.
2. The ability to plan and manage their time effectively.

Word count/ duration (if applicable)

Your assessment should be 5000 Words excluding references.

No work beyond the limit of 5000 words will be marked. 

As a guide, you should divide the word count approximately in proportion to the allocation of marks.

No appendices are permitted.

Feedback arrangements

You can expect to receive written feedback two weeks from the submission deadline. 

Support arrangements

You can obtain support for this assessment by following the online lectures and class discussions.

askUS

The University offers a range of support services for students through askUS. 

Good Academic Conduct and Academic Misconduct

Students are expected to learn and demonstrate skills associated with good academic conduct (academic integrity). Good academic conduct includes the use of clear and correct referencing of source materials. Here is a link to where you can find out more about the skills which students require http://www.salford.ac.uk/skills-for-learning.

Academic Misconduct is an action which may give you an unfair advantage in your academic work. This includes plagiarism, asking someone else to write your assessment for you or taking notes into an exam. The University takes all forms of academic misconduct seriously.  You can find out how to avoid academic misconduct here https://www.salford.ac.uk/skills-for-learning.

Assessment Information

If you have any questions about assessment rules, you can find out more here. 

Personal Mitigating Circumstances

If personal mitigating circumstances may have affected your ability to complete this assessment, you can find more information about personal mitigating circumstances procedure here. 

Student Progression Administrator

If you have any concerns about your studies, contact StudentCare. 

Assessment Criteria 

(90-100) Demonstrates an outstanding  understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates outstanding arguments in relation to the theory and application of marketing mix in a turbulent  marketing environment. Relevant secondary data and academic literature has been outstandingly applied in the work. Outstanding recommendations are made.

(80-89) Demonstrates an excellent understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates excellent arguments in relation to the theory and application of marketing mix in a turbulent  marketing environment. Relevant secondary data and academic literature has been excellently applied in the work. Excellent recommendations are made.

 (70-79): Demonstrates a very good understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates very good arguments in relation to the theory and application of marketing mix in a turbulent  marketing environment. Relevant secondary data and academic literature has been very well applied in the work. Very good recommendations are made.

(60-69) Demonstrates a  good understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates good arguments in relation to the theory and application of marketing mix,  in a turbulent marketing environment. Relevant secondary data and academic literature has been well applied in the work. Good recommendations are made.

(50-59) Demonstrates a satisfactory understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates satisfactory  arguments in relation to the theory and application of marketing mix in a turbulent marketing environment. Relevant secondary data and academic literature has been satisfactorily applied in the work. Satisfactory recommendations are made.

(40-49) Demonstrates an unsatisfactory understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates unsatisfactory  arguments in relation to the theory and application of marketing mix in a turbulent marketing environment. Relevant secondary data AND/OR academic literature has been unsatisfactorily applied in the work. Unsatisfactory recommendations are made.

(30-39) Demonstrates an inadequate  understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates inadequate  arguments in relation to the theory and application of marketing mix in a turbulent marketing environment AND /OR inadequate secondary data AND/OR academic literature has been inadequately applied in the work AND/OR inadequate recommendations are made.

(20-29) Demonstrates a poor  understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates poor  arguments in relation to the theory and application of marketing mix in a turbulent marketing environment AND /OR poor secondary data AND/OR academic literature has been poorly applied in the work AND/OR poor recommendations are made.

(10-19) Demonstrates a  very poor  understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates very poor  arguments in relation to the theory and application of marketing mix in a turbulent marketing environment AND /OR  very poor secondary data AND/OR academic literature has been very poorly applied in the work AND/OR  very poor recommendations are made.

(0-9) Demonstrates an extremely  poor  understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates extremely poor  arguments in relation to the theory and application of marketing mix in a turbulent marketing environment AND /OR  extremely poor secondary data AND/OR academic literature has been extremely poorly applied in the work AND/OR  extremely poor recommendations are made.

In Year Retrieval Scheme

Your assessment is not (please delete as appropriate) eligible for in year retrieval. If 

Reassessment

If you fail your assessment, and are eligible for reassessment, you will need to resubmit on or before  the date advised with your reassessment. For students with accepted personal mitigating circumstances for absence/non submission, this will be your replacement assessment attempt.  

It will be the same piece of assessment, however you should improve your submission based on the feedback received in the first attempt.