An Analysis of Market Dynamics and Customer Behavior in the UK Sportswear Sector MKTG2020 Assignment

Assessment title:

Individual written assignment

Individual/group:

Individual

Format:

Coursework (CW) - report

This coursework is an individual written assignment designed to meet learning outcomes 1, 2, and 3 (LO1, LO2, and LO3) of the module. The task involves conducting an analysis of the market dynamics and customers within a selected UK market sector. Students will individually research and analyse the market environment, key competitors, customer decision-making process, and customer retention strategies pertinent to their chosen sector.

The individual assignment should not exceed 2,500 words (+ or - 10%). Any information in the coursework that exceeds the word count (+ or - 10%) will not be marked. Students should submit 1 copy of the report to Turnitin via the Blackboard site and one copy through the online submission point. The final submission date is xx.

Weighting:

100% (2,500 words + or - 10%)

Deadline:

06/05/2025, at 15:00

Customers and Markets

Student:

Grade:

Learning Outcome

Below 40%

40-49%

50-59%

60-69%

70%+

Identify the main issues involved in analysing the market dynamics for your market sector.

Insufficient knowledge and understanding of the market dynamics of your market sector.

Very limited use of sources and research

Sufficient knowledge and understanding of the market dynamics of your market sector.

A limited use of sources and research

Good knowledge and understanding of the market dynamics of your market sector.

An appropriate use of sources and research

Very good knowledge and understanding of the market dynamics of your market sector.

A good use of a wide range of sources and research.

Excellent knowledge and understanding of the market dynamics of your market sector,

Use of an extensive range of sources and research

Identify the main issues involved in analysing customers for your market sector.

Insufficient knowledge and understanding of the customer within your market sector.

Very limited use of sources and research

Sufficient knowledge and understanding of the customer within your market sector.

A limited use of sources and research

Good knowledge and understanding of the customer within your market sector.

An appropriate use of sources and research

Very good knowledge and understanding of the customer within your market sector.

A good use of a wide range of sources and research.

Excellent knowledge and understanding of the customer within your market sector

Use of an extensive range of sources and research

Identify opportunities and threats based on your analysis of customers, competitors and the overall market environment & Synthesis of outputs

Insufficient knowledge and understanding of the opportunities and threats within your market sector.

Lack of synthesis

Sufficient knowledge and understanding of the opportunities and threats within your market sector.

Little evidence of synthesis

Good knowledge and understanding of the opportunities and threats within your market sector.

An appropriate level of synthesis

Very good knowledge and understanding of the opportunities and threats within your market sector.

A good level of synthesis

Excellent knowledge and understanding of the opportunities and threats within your market sector.

Excellent level of synthesis

Propose appropriate recommendations based on your analysis of customers, competitors and the overall market environment

Inadequate recommendations supported by insufficient knowledge and understanding of customers, competitors, and the market environment

Fairly general recommendations that reflect based on a basic knowledge and understanding of customers, competitors, and the market environment

Appropriate recommendations that show a good knowledge and understanding of customers, competitors, and the market environment.

Very good recommendations that show a strong knowledge and understanding of customers, competitors, and the market environment.

Excellent recommendations that derive from a comprehensive knowledge and understanding of customers, competitors, and the market environment.

Structure, presentation and written communication.

Poorly structured, lacking clarity. Poor referencing, grammar and/or spelling.

Some appropriate structure. A number of referencing, grammatical and/or spelling errors.

Reasonable structure and clarity. Some referencing, grammatical and/or spelling errors.

Excellent written communication skills and professional presentation. Accurate referencing.

Exceptional written communication skills and professional presentation. Accurate Referencing

Class

Category

Grade

Mark range

%

General Characteristics

1^st

Exceptional 1st

16

93 - 100

96

Exceptional knowledge and understanding of the subject and its underlying concepts significantly beyond what has been taught in all areas; critical evaluation/synthesis/analysis and of reading/research; evidence of breadth and depth of reading/research to inform development of work; excellent communication; performance in all areas deemed beyond expectation of the level. The ability to make decisions and carry out tasks/processes with autonomy; creative flair and the ability to (re)interpret predefined rules/conventions to select and justify individual working practice; highly developed problem-solving skills to complete work with accuracy and fluency. Meets expectations of industry/employment context.

1^st

High 1st

15

85 - 92

89

Excellent knowledge of the subject as the student is typically able to go beyond what has been taught (particularly for a high 1st); evidence of breadth of reading/research to inform development of work; demonstrates strong communication skills. Autonomy in the completion of practical tasks/processes; the ability to adapt in response to change or unexpected experiences; excellent technical/artistic decision making; a clear and authoritative grasp of the task/process. Broadly meets expectations of industry/employment context.

Mid 1st

14

78 - 84

81

Low 1st

13

70 - 77

74

2.1

High 2.1

12

67 - 69

68

Very good work characterised by evidence of wider understanding of the subject as the student is typically able to relate facts/concepts together with some ability to apply to known/taught contexts; identification and selection of material to inform development of work; demonstrates good communication skills. A confident approach to practical tasks; solid grasp of the related processes, tools, technology; creativity in the completion of the task; proficiency is demonstrated in an accurate and highly coordinated performance. Approaches standards set by the industry/employment context.

Mid 2.1

11

64 -66

65

Low 2.1

10

60 - 63

62

2.2

High 2.2

9

57 - 59

58

Good breadth of knowledge and understanding of the taught content balanced towards the descriptive rather than analytical; uses set material to inform development of work; addresses all aspects of the given brief; communication shows clarity, but structure may lack coherence. Competence in technical/artistic skills; tasks/processes are completed with a degree of proficiency and confidence; effective judgements have been made when completing tasks/processes; process/workflow is broadly accurate, and most aspects are completed with autonomy. General adherence to rules/conventions set by the industry/employment context.

Mid 2.2

8

54 - 56

55

Low 2.2

7

50 - 53

52

3^rd

High 3rd

6

47 - 49

48

Knowledge and understanding sufficient to deal with terminology, basic facts and concepts but fails to make meaningful synthesis; relies on set material to inform development of work; generally addresses most of the requirements of the given brief; communication/presentation is generally competent but with some weaknesses. An ability to reproduce learned aspects of practical tasks/processes and apply them in the same or similar scenarios; tasks/processes are attempted but follow a largely procedural and/or mechanistic formula. Errors in workflow or completion of the task; general adherence to appropriate rules/conventions set by the industry/employment context.

Mid 3rd

5

44 - 46

45

Low 3rd

4

40 - 43

40

Fail

Borderline Fail

3

30 - 39

35

Insufficient knowledge and understanding of the subject and its underlying concepts; some ability to evaluate given reading/research however work is more generally descriptive; naively follows or may ignore set material in development of work; given brief may be only tangentially addressed or may ignore key aspects of the brief; communication shows limited clarity, poor presentation, structure may not be coherent. Practical tasks are attempted; skill displayed in some areas; there are a significant number of errors; a lack of proficiency in most areas; guidance may be needed to reproduce aspects of the task and/or apply learned skills. Tasks may be incomplete; failure to adhere to some of the rules/conventions set by the industry/employment context.

Mid Fail

2

20 - 29

25

Low Fail

1

6-19

10

No evidence of knowledge or understanding of the subject; no understanding of taught concepts, with facts being reproduced in a disjointed or decontextualised manner; ignores set material in development of work; fails to address the requirements of the brief; lacks basic communication skills. A general level of incompetency in practical tasks; an evident lack of practice; set tasks are not completed; few or no skills relating to tasks are evident. No adherence to rules/conventions set by the industry/employment context.

Zero

Zero

0

0-5

0

Work not submitted, work of no merit, penalty in some misconduct cases.