[CBL]
[CBL]
aCADEMIC YEAR 2023/24
Reassessment Brief
Submission and feedback dates
Submission deadlines:
Marketing Audit, TOWS Analysis and/or Marketing Mix & Brand Re-positioning: Before 14:00 on Monday 17th July 2024 (via Blackboard).
Is eligible for 48 hour late submission window. No submissions will be accepted via email.
Marks and Feedback due on: Wednesday 14 August 2024
N.B. all times are 24-hour clock, current local time (at time of submission) in the UK.
Submission details
Module title and code:Understanding the Principles of Marketing (BIM)
UMKD6J-15-1
Assessment type:Written Assignment
Assessment title:Marketing Audit, TOWS Analysis, Marketing Mix &
Brand Re-positioning
Assessment weighting:100% of total module mark
Size or length of assessment: 2,500 words (no +/- 10% to be used)
Module learning outcomes assessed by this task:
Understand the purpose and process of conducting a marketing audit.
Apply relevant frameworks and models to analyse a brands external and internal environments and generate marketing strategies.
Understand the segmentation, targeting and positioning (STP) process.
Explain the different Tasks of the extended marketing mix (7Ps) and apply this knowledge to re-position a brand.
Completing your assessment
What am I required to do on this assessment?
Category and Brand Selection
IMPORTANT:
If you did not submit any of the tasks at the first sit, you can choose a brand from any of the categories listed below.
If you did not submit all three tasks or you submitted but failed any of the tasks at the first sit, you should choose the same brand from the same category for your reassessment.
Choose a brand that falls within one of the following categories (we recommend you use Mintel to help you identify a suitable brand):
Baby food & drink
Breakfast cereal
Chocolate Confectionery
Fast food restaurants
Festivals
Fragrances
Headphones and speakers
Hotels in UK
Household Cleaning Equipment
Yogurt & Yogurt drink
Please note, if you focus your assessment on a brand that does not fall within one of these categories, you will receive a mark of zero. If you are unsure if your brand is suitable, please ask the Module Leader.
Task 1 Marketing Audit
You should undertake research using academically credible sources and apply appropriate academic models to carry out the first stage of a marketing audit for your brand:
Analyse your brands external environment by applying the PESTLE framework. This analysis should focus on recent, current, and future factors and trends that may impact, not only your chosen brand, but its category as a whole.
Analyse your brands performance environment by applying Porters Five Forces model to identify key information relating to competitors, suppliers, distributors/intermediaries and buyers (i.e. customers). This analysis should also apply marketing theory to describe how your brand currently segments the market and must include a perceptual map, you have created, demonstrating your brands current position within the market.
Analyse your brands internal environment by using Porters Value Chain as a framework to identify its existing competencies and weaknesses.
Additional Guidance for Task 1:
The maximum word count for Task 1 is 1,250 words.
You should present your marketing audit research using the template provided within the Assignment folder on Blackboard.
All points must be substantiated with academically credible sources.
In-text citations should be included and a full reference list must be presented in the UWE Harvard format at the end of the document.
Task 2 TOWS Analysis
Using the information gained through your initial marketing audit research outlined in a) to c) above, you should create a TOWS matrix to identify a number of strategic options for your brand, referred to as Critical Success Factors or CSFs.
Additional Guidance for Task 2:
The maximum word count for Task 2 is 250 words.
You should present your TOWS matrix using the template provided within the Assignment folder on Blackboard.
Please note, a TOWS analysis is not the same as a SWOT analysis; presenting a SWOT rather than a TOWS will have a detrimental impact on your mark.
IMPORTANT: You must copy and paste your Marketing Audit into the beginning of Task 2 your Marketing Audit will not be remarked but your marker needs to see what information you gained from it.
Task 3 Marketing Mix & Brand Re-positioning
Using feedback on your Task 1 and 2 submissions, choose one Critical Success Factor (CSF) to be your focus for Task 3.
You should apply marketing theory to describe your brands current marketing mix (7Ps) and also make recommendations for how each of the 7Ps could be altered/developed/enhanced for your brand to pursue your chosen CSF.
Task 3 should address all 7Ps and must include a product anatomy model and a good-services continuum, both of which you have created. It is possible, in a couple of instances, that you may decide it is unnecessary to alter a part of the marketing mix, in which case you should explain your reasoning.
Additional Guidance for Task 3:
The maximum word count for Task 3 is 1,000 words.
You should present your work using the template provided within the Assignment folder on Blackboard.
IMPORTANT: You must copy and paste your TOWS matrix into the beginning of Task 3 your TOWS matrix will not be remarked but your marker needs to see how you generated your chosen Critical Success Factor.
Where should I start?
Start by choosing a brand from one of the categories outlined in 1. above.
Once you have chosen your brand, please follow the instructions contained in this brief for each of the three Tasks (adhering to the order of Tasks and by completing and submitting each Task before the submission deadline date).
You should use the HYPERLINK "https://www.uwe.ac.uk/study/library/databases/subject/marketing"UWE Library marketing databases to carry out research on your brand and to address the brief for each Task.
You should also demonstrate your understanding of the key concepts/frameworks covered in the module teaching by including these in your analysis of your brand. You can refer back to the teaching slides in order to do this.
What do I need to do to pass?
The following criteria will be applied to evaluate this assessment. These criteria are used as the basis for the marking grids provided as at the end of this brief.
Marketing Audit (worth 50% of the overall module mark)
Evaluated against the following criteria:
The application of appropriate academic models
The relevance of the information provided
The extent to which information is substantiated with suitably academic sources
The standards of spelling, punctuation, grammar (SPAG) and sentence structure
The extent to which the in-text citations and reference list conform to UWE Harvard requirements
TOWS Analysis (worth 10% of the overall module mark)
Evaluated against the following criteria:
The application of the TOWS analysis model
The link between the marketing audit research and the strengths, weaknesses, opportunities, and threats presented within the TOWS matrix
The relevance of the Critical Success Factors generated and the extent to which they are action-oriented and future-focused
Marketing Mix & Brand Re-positioning (worth 40% of the overall module mark)
Evaluated against the following criteria:
The level of understanding demonstrated in the explanation of all 7Ps
The application of marketing theory and models to explain all 7Ps
The extent to which the recommendations are realistic, detailed and relevant to the Critical Success Factor
The standards of spelling, punctuation, grammar (SPAG) and sentence structure
The extent to which the in-text citations and reference list conform to UWE Harvard requirements
How do I achieve high marks in this assessment?
Please use the marking grids included at the end of this brief. Refer to the marking criteria and the characteristics of work that achieves a 2:1 or 1st on the grid and ensure that you have covered all aspects of the criteria.
How does the learning and teaching relate to the assessment?
Please refer to the lectorial recordings and slides, and the tutorial slides, which are still available in the Study Units folder on Blackboard.
The following lectorial/tutorial sessions will provide you with guidance for carrying out Task 1 Marketing Audit and Task 2 TOWS Analysis:
Week no. Week beginning Lectorial 1 Lectorial 2 Tutorial
1 29 Jan Introduction to the Module & Assessment Exploring Marketing & Market Orientation Introductions & Module Expectations
2 5 Feb Introduction to the External Marketing Environment Exploring External Environment Analysis Assessment Guidance:
Finding Suitable Data/ Information
3 12 Feb Introduction to the Performance & Internal Environments Exploring Performance & Internal Environment Analyses Assessment Guidance:
External Environment Research
4 19 Feb Introduction to Segmentation, Targeting & Positioning (STP) Exploring Segmentation, Targeting & Positioning (STP) Assessment Guidance:
Performance & Internal Environment Research
5 26 Feb Introduction to Marketing Strategy Exploring TOWS Analysis Assessment Guidance:
Perceptual Mapping
6 4 Mar Introduction to Consumer Behaviour Exploring Market Research Assessment Guidance:
TOWS Analysis
7 11 Mar Assessment Drop-ins
The following lectorial/tutorial sessions will provide you with guidance for carrying out Task 3 Marketing Mix & Brand Re-positioning:
Week no. Week beginning Lectorial 1 Lectorial 2 Tutorial
8 18 Mar Introduction to the Marketing Mix (Product) Introduction to the Marketing Mix
(Price) Assessment Guidance:
Report Writing
9 25 Mar Introduction to the Marketing Mix(Place) Introduction to the Marketing Mix (Promotion) Assessment Guidance:
Product Anatomy Model
***EASTER BREAK***
10 15 Apr Introduction tothe Extended Marketing Mix(People & Processes) Introduction tothe Extended Marketing Mix (Physical Evidence) Assessment Guidance:
Marketing Mix
11 22 Apr Brand Repositioning Assessment Q&A Assessment Drop-in
What additional resources may help me complete this assessment?
There are a number of sources of support to improve your study skills, including:
The UWE Library Study Skills pages - for online support and bookable workshops
The Faculty of Business and Law's Academic Success Centre for bookable workshops
Guidance on using UWE's LibrarySpecific study skills pages relating to this module include:
How to plan and structure your writingWriting skillsResearch skills / techniquesReport writingEnglish language supportFor further guidance on UWE assessment regulations and terminology see UWE's Academic Advice pages.
What do I do if I am concerned about completing this assessment?
UWE Bristol offer a range of Assessment Support Options that you can explore through this link, and both Academic Support and Wellbeing Support are available.
For further information, please see the Academic Survival Guide.
How do I avoid an Assessment Offence on this module?
Use the support above if you feel unable to submit your own work for this module.
Speak to the Module Leader or your tutor if you have any queries about the suitability of sources or the work you are producing.
Marks and Feedback
Your assessment will be marked according to the following marking criteria. You can use these to evaluate your own work before you submit.
Task 1 Marking Grid Marketing Audit
DESCRIPTOR CRITERIA
-61595-102600AssessmentCriteria/ Weighting
Grading level Applicationof Models(30%) Relevance of Information(30%) Suitabilityof Sources (20%) SPAG & Sentence Structure(10%) In-text Citations& Reference List(10%)
80+ PASS
Outstanding All models applied correctly; no errors.23 + marks All points relevant; no errors.23+ marks All points substantiated with academically credible sources.16+ marks
Outstanding standards of SPAG & sentence structure; no errors.9-10 marks In-text citations & reference list conform precisely to UWE Harvard requirements; no errors.9-10 marks
70-79 PASS
Excellent Models applied correctly on the whole; one error.20-23 marks Majority of points relevant; one irrelevant point.20-23 marks Majority of points substantiated with academically credible sources; one point unsubstantiated or inappropriate source used.14-16 marks Excellent standards of SPAG & sentence structure; one error.8-9 marks
In-text citations & reference list conform well to UWE Harvard requirements; one error.8-9 marks
60-69 PASS
Very Good
Models applied correctly on the whole; a couple of errors.17-19 marks Most points relevant; a couple of irrelevant points.17-19 marks Most points substantiated with academically credible sources; a couple of points unsubstantiated or inappropriate sources used.12-14 marks Very good standards of SPAG & sentence structure; a couple of errors.7-8 marks In-text citations & reference list conform to UWE Harvard requirements on the whole; a couple of errors.7-8 marks
50-59 PASS
Good Models applied correctly to some extent; a few errors.14-16 marks Several points relevant; a few of irrelevant points.14-16 marks Several points substantiated with academically credible sources; a few points unsubstantiated or inappropriate sources used.10-12 marks Good standards of SPAG & sentence structure; a few errors.6-7 marks In-text citations & reference list conform to UWE Harvard requirements to some extent; a few errors.6-7 marks
40-49 PASS
Adequate Models applied correctly to a limited extent; several errors.11-13 marks A few points relevant; several irrelevant points.11-13 marks A few points substantiated with academically credible sources; several points unsubstantiated or inappropriate sources used.8-10 marks Adequate standards of SPAG & sentence structure; several errors.5-6 marks In-text citations & reference list conform to UWE Harvard requirements to a limited extent; several errors.5-6 marks
35-39 FAIL
Poor Models applied incorrectly; numerous errors.9-10 marks Most points irrelevant; a couple of relevant points.9-10 marks Most points unsubstantiated or inappropriate sources used; a couple of appropriate sources used.7-8 marks Poor standards of SPAG & sentence structure; numerous errors.4-5 marks In-text citations & reference list do not conform to UWE Harvard requirements; numerous errors.4-5 marks
0-34 FAIL
Inadequate No attempt to apply models.<9 marks All points irrelevant.<9 marks No sources used.<7 marks Inadequate standards of SPAG & sentence structure.<4 marks In-text citations &/or reference list omitted.<4 marks
Task 2 Marking Grid TOWS Analysis
DESCRIPTOR CRITERIA
-61595395700AssessmentCriteria/ Weighting
Grading level Applicationof TOWS Model(40%) Link between Marketing Audit Research & TOWS Analysis(30%) Relevance & Clarity of Critical Success Factors (CSFs)(30%)
80-100 PASS
Outstanding TOWS model applied correctly; no errors.32+ marks All marketing audit research presented; no new points introduced.24+ marks All CSFs relevant; all action-oriented and future-focused.24+ marks
70-79 PASS
Excellent TOWS model applied correctly on the whole; one error.28-31 marks Majority of marketing audit research presented; one new point introduced.21-24 marks Majority of CSFs relevant, action-oriented and future-focused; one irrelevant.21-24 marks
60-69 PASS
Very Good
TOWS model applied correctly on the whole; a couple of errors.24-27 marks Most marketing audit research presented; a couple of new points introduced.18-21 marks Most CSFs relevant, action-oriented and future-focused; a couple irrelevant.18-21 marks
50-59 PASS
Good TOWS model applied correctly to some extent; a few errors.20-23 marks Some marketing audit research presented; a few new points introduced.15-17 marks Several CSFs relevant, action-oriented and future-focused; a few of irrelevant.15-17 marks
40-49 PASS
Adequate TOWS model applied correctly to a limited extent; several errors.16-19 marks Limited marketing audit research presented; several new points introduced.12-15 marks A few CSFs relevant, action-oriented and future-focused; several irrelevant.12-15 marks
35-39 FAIL
Poor TOWS model applied incorrectly; numerous errors.13-15 marks Very limited marketing audit research presented; numerous new points introduced.11-12 marks Most CSFs irrelevant, not action-oriented or future-focused; a couple relevant.11-12 marks
0-34 FAIL
Inadequate No attempt to apply TOWS model.< 12 marks No linkage between marketing audit research & TOWS analysis.<11 marks No CSFs produced.<11 marks
Task 3 Marking Grid Marketing Mix & Brand Re-positioning
DESCRIPTOR CRITERIA
-61595493300AssessmentCriteria/ Weighting
Grading level Understanding of 7Ps(30%) Application of Theory & Models(20%) Recommendations(30%) SPAG & Sentence Structure(10%) In-text Citations& Reference List(10%)
80-100 PASS
Outstanding In-depth understanding demonstrated; no errors.23+ marks Theory & models applied correctly; no errors.16+ marks All recommendations realistic & relevant to CSF; presented in outstanding detail.23+ marks Outstanding standards of SPAG & sentence structure; no errors.9-10 marks In-text citations & reference list conform precisely to UWE Harvard requirements; no errors.9-10 marks
70-79 PASS
Excellent Excellent understanding demonstrated; one error.20-23 marks Theory & models applied correctly on the whole; one error.14-16 marks Majority of recommendations realistic & relevant to CSF; presented in excellent detail.20-23 marks Excellent standards of SPAG & sentence structure; one error.8-9 marks
In-text citations & reference list conform well to UWE Harvard requirements; one error.8-9 marks
60-69 PASS
Very Good
Very good understanding demonstrated; a couple of errors.17-19 marks Theory & models applied correctly on the whole; a couple of errors.12-14 marks Most recommendations realistic & relevant to CSF; presented in very good detail.17-19 marks Very good standards of SPAG & sentence structure; a couple of errors.7-8 marks In-text citations & reference list conform to UWE Harvard requirements on the whole; a couple of errors.7-8 marks
50-59 PASS
Good Good understanding demonstrated; a few errors.14-16 marks Theory & models applied correctly to some extent; a few errors.10-12 marks Several recommendations relevant to CSF; presented in good detail.14-16 marks Good standards of SPAG & sentence structure; a few errors.
6-7 marks In-text citations & reference list conform to UWE Harvard requirements to some extent; a few errors.6-7 marks
40-49 PASS
Adequate Adequate understanding demonstrated; several errors.11-13 marks Theory & models applied correctly to a limited extent; several errors.8-10 marks A few recommendations relevant to CSF; presented in adequate detail.11-13 marks Adequate standards of SPAG & sentence structure; several errors.5-6 marks In-text citations & reference list conform to UWE Harvard requirements to a limited extent; several errors.5-6 marks
35-39 FAIL
Poor Poor understanding demonstrated; numerous errors.9-10 marks Theory & models applied incorrectly; numerous errors.7-8 marks Most recommendations irrelevant; presented in poor detail.9-10 marks Poor standards of SPAG & sentence structure; numerous errors.4-5 marks In-text citations & reference list do not conform to UWE Harvard requirements; numerous errors.4-5 marks
0-34 FAIL
Inadequate Inadequate understanding demonstrated.<9 marks No attempt to apply theory or models.<7 marks No recommendations provided.<9 marks Inadequate standards of SPAG & sentence structure.<4 marks In-text citations &/or reference list omitted.<4 marks
In line with UWE Bristols Assessment Content Limit Policy (formerly the Word Count Policy), word count includes all text, including (but not limited to): the main body of text (including headings), all citations (both in and out of brackets), text boxes, tables and graphs, figures and diagrams, quotes, lists.
UWE Bristols UWEs Assessment Offences Policy requires that you submit work that is entirely your own and reflects your own learning, so it is important to:
Ensure you reference all sources used, using the UWE Harvard system and the guidance available on UWEs Study Skills referencing pages.
Avoid copying and pasting any work into this assessment, including your own previous assessments, work from other students or internet sources
Develop your own style, arguments and wording, so avoid copying sources and changing individual words but keeping, essentially, the same sentences and/or structures from other sources
Never give your work to others who may copy it
If an individual assessment, develop your own work and preparation, and do not allow anyone to make amends on your work (including proof-readers, who may highlight issues but not edit the work) and
When submitting your work, you will be required to confirm that the work is your own, and text-matching software and other methods are routinely used to check submissions against other submissions to the university and internet sources. Details of what constitutes plagiarism and how to avoid it can be found on UWEs Study Skills pages about avoiding plagiarism.
Formatting
Please use the templates provided within the Assignment folder on Blackboard. All work should be saved and submitted as a Microsoft Word file format (.doc or .docx). We cannot ensure that other formats are compatible with markers software and cannot guarantee to mark incorrect formats.
UPM Task 3 Template (Marketing Mix & Brand Re-positioning)
Please note, text in presented in italics is for guidance only and must be deleted before you submit your work.
Student No: Brand: TOWS Matrix
Insert a copy of your TOWS matrix here your TOWS matrix will not be remarked but your marker needs to see how you generated your chosen Critical Success Factor. Highlight your chosen Critical Success Factor in yellow.
Marketing Mix & Brand Re-positioning
The maximum word count for Task 3 is 1,000 words.
Using appropriate headings, apply marketing theory to describe your brands current marketing mix (the 7Ps), and make recommendations for how each of the 7Ps could be altered/developed/enhanced for your brand to pursue your chosen CSF.
You should address all 7Ps and must include a product anatomy model and a good-services continuum, both of which you have created.
If you decide, in a couple of instances, that it is unnecessary to alter a part of the marketing mix, you should explain your reasoning.
References
Your references should be presented in the UWE Harvard format.
UPM Task 2 Template (TOWS Analysis)
Please note, text in presented in italics is for guidance only and must be deleted before you submit your work.
Student No: Brand: Marketing Audit
Insert a copy of your Marketing Audit here your Marketing Audit will not be remarked but your marker needs to see what information you gained from it.
TOWS Matrix
Using the TOWS matrix below, evaluate the information within your Marketing Audit to identifya number of strategic options for your brand (referred to as Critical Success FactorsorCSFs). Ensure you label the information within your TOWS matrix correctly. You do not need to include citations for the sources within your TOWS matrix. This section should be approximately 250 words.
Opportunities
Threats
Strengths
Weaknesses
UPM Task 1 Template (Marketing Audit)
Please note, text in presented in italics is for guidance only and must be deleted before you submit your work.
Student No: Brand: External Environment Analysis
Analyse your brands external environment by applying the PESTLE framework. This analysis should focus on recent, current and future factors and trends that may impact, not only your chosen brand, but its industry as a whole. There are three bullet points under each PESTLE sub-heading, but you may have more factors under some sub-headings and less under others, it depends on the industry you are researching. Each point must include a citation to an academically credible source. This section should be approximately 600 words.
Political
Economic
Sociocultural
Technological
Legal
Environmental
Performance Environment Analysis
Analyse your brands performance environment by applying Porters Five Forces model to identify key information relating to competitors, suppliers, distributors/intermediaries and buyers (i.e. customers). This analysis should also apply marketing theory to describe how your brand currently segments the market and must include a perceptual map, you have created, demonstrating your brands current position within the market. Each point must include a citation to an academically credible source. This section should be approximately 350 words.
Suppliers
Provide an overview of your brands suppliers and discuss any supply chain issues which could impact your brand.
Distributors/Intermediaries
Provide an overview of your brands distributors/intermediaries and discuss any distribution issues which might affect your brand.
Customers
Provide an overview of your brands existing customers and apply marketing to explain how your brand currently segments the market, e.g., using profile criteria.
Competitors
Provide an overview of your brands existing direct competitors and discuss any competitor activities or developments which could impact your brand in the foreseeable future.
Perceptual Map
Insert your perceptual map here. You can create this in Powerpoint and use the Snipping Tool to save it as a .jpeg image.
New Entrants
Discuss whether there have recently been or are likely to be any new entrants to the market.
Substitutes
Discuss whether there have recently been or are likely to be any substitute products/services.
Internal Environment Analysis
Analyse your brands internal environment by using Porters Value Chain as a framework to identify its existing competencies and weaknesses. You should look for information under both the Primary and Support Activities although may not be able to discuss all areas of the business. Each point must include a citation to an academically credible source. This section should be approximately 300 words.
Primary Activities
Provide an overview of any activity relating to your brands inbound logistics, operations, outbound logistics, marketing and customer service which could be a strength (or weakness) in the foreseeable future.
Support Activities
Provide an overview of any activity relating to your brands infrastructure, human resource management, use of technology or and procurement which could be a strength (or weakness) in the foreseeable future.
References
Your references should be presented in the UWE Harvard format.
