Coursework Assessment Brief

Solent University

Coursework Assessment Brief

Assessment Details

Module Title: Marketing, Sales, and Negotiation Skills

Module Code: QHO423

Module Leader: Sundaralakshmi Sundaresan

Level: 4

Assessment Title: Individual Marketing Report

Assessment Number: AE1

Assessment Type: Report

Restrictions on Time/Word Count: 1800 words + appendices where applicable

Consequence of not meeting time/word count limit: There is no penalty for submitting below the word/count limit, but you should be aware that there is a risk you may not maximise your potential mark.

Assignments should be presented appropriately in line with the restrictions stated above; if an assignment exceeds the time/word count this will be taken in account in the marks given using the assessment criteria shown.

Individual/Group: Individual

Assessment Weighting: 100%

Issue Date: 28th January 2024

Hand In Date: 4pm, 07th June 2024

Planned Feedback Date: Within 20 working days

Mode of Submission: On-line

Only FINAL submissions will be accepted. DRAFT submissions will not be considered an attempt and will not be marked.

Anonymous Marking

This assessment:

Will be marked anonymously.

Note: This is a CMI mapped module. To receive the credit towards your CMI Level 5 Diploma in Management and Leadership you are required to pass this module to demonstrate you have met the learning outcomes. You will not receive the credit if you fail or are compensated at the progress board.

Learning Outcomes:

Understand the role of marketing to support the achievement of organisational objectives.

Understand the factors in the organisations marketing environment which impact on the marketing of a product or service.

Know how to market a product or service.

Assessment Task

We have studied many key areas of marketing during this module and this report will allow you to use this knowledge to provide a report around a case study of an organisation of your choice covering some of these key marketing concepts.

Choosing an organisation, you are familiar with, you will deliver a report considering the assessment requirements of:

1) Define the role of marketing to support the achievement of organisational objectives in general, and for your chosen organisation. (Minimum of 2 academic references).

2) Discuss the factors in of your chosen organisations marketing environment, which impact on the marketing of their services, and develop a SWOT and PESTLE for your chosen organisation. (Using the suggested PESTEL & SWOT Tables provided the Tables are PART of the word count of 1800) (Minimum of 4 references- 2 from academic sources and 2 from internet-based sources).

3) Deliver an understanding of how to market a product or service (Marketing Mix)

and highlight how your chosen organisation has achieved this (using the suggested Marketing Mix Discussion Table provided; the Table are PART of the word

count of 1800) (Minimum of 2 references).

4) A Personal reflection on your practice of sales and negotiation skills. This is covered in collaborative learning sessions for reflection, consider the key points you will take away and use in the future. You could also outline the sales and negotiation strategies used by your chosen organisation(Minimum of 2 references).

5) Provide a discussion of the major findings, concluding analysis and recommendations in relation to how your chosen organisation markets its products and services to support organisational objectives (using the suggested Marketing Mix Recommendations Table provided (the Tables are PART of the word count of 1800)

Below is the Suggested Report Structure (based on the assessment task):

Introduction: Demonstrate your understanding of the role of marketing; describe your chosen organisation, and the industry they are in; link your understanding of the role of marketing within your chosen organisation to support organisational objectives.

PESTLE and SWOT analysis: Discuss the factors in your chosen organisation marketing environment and as a minimum conduct a PESTLE and SWOT analysis (which you will have developed in formative assessment 1).

Discussion and Analysis of Marketing Mix: Illustrate and discuss how your chosen organisation applies marketing strategic tools (7P marketing) to market its products or services.

Discussion of Sales and Negotiation skills: Provide a reflection on the skills you learned in the sales and negotiation sessions (which can be from your Formative assessment 2) and where possible identify how your chosen organisation has applied its Sales and Negotiations skills.

Conclusion and Recommendation: Provide a summary of the major findings, concluding analysis and recommendations in relation to how your chosen organisation markets its products/services to support organisational objectives.

Other Instructions

1.Your report must be in report format with appropriate headings and paragraph numbering. You must include all sources and references in a References section. You are expected to refer to appropriate theory and models, and to reference your work correctly, using the Solent Harvard system. If you are unsure of the Solent Harvard system a guidance leaflet is available from the library.

2.The word limit is very tight; therefore, you will need to be concise, consider using bullet points. Use minimum words for clarity and do not repeat yourself.

3.Your work will be assessed using the attached marking scheme below.

4.We are expecting a minimum of 10 references in this assessment submission at least 8 of which should be from academic sources, and at least 2 from internet-based sources.

Assessment criteria

Criteria A1 A2 A3 A4 B1 B3 C1 C3 D1 D3 F1 F2 F3

Learning Outcome:

Understand the role of marketing to support the achievement of organisational objectives.

Introduction outlines the role of marketing to support the achievement of organisational objectives.

Conclusions are drawn from the evaluation and recommendations are given.

Exemplary introduction which summarises the role of marketing to support the achievement of organisational objectives.

Exemplary conclusion drawn from very detailed evaluation. Recommendations are given which are in line with the marketing mix and are extremely effective. Excellent introduction which summarises the role of marketing to support the achievement of organisational objectives.

Excellent conclusion drawn from detailed evaluation. Recommendations are given which are in line with the marketing mix and are very effective. Very good introduction which summarises the role of marketing to support the achievement of organisational objectives.

Very good conclusion drawn from detailed evaluation. Recommendations are given which are in line with the marketing mix and are effective. Good introduction which summarises the role of marketing to support the achievement of organisational objectives.

Good conclusion drawn from basic evaluation. Recommendations are given which are in line with marketing mix and are mainly effective.

Satisfactory introduction which summarises the role of marketing to support the achievement of organisational objectives.

Satisfactory conclusion drawn from basic evaluation. Recommendations are given which are in line with the marketing mix and are of basic/poor effectiveness.

Limited introduction which marginally fails to summarise the role of marketing to support the achievement of organisational objectives.

Limited conclusion which marginally fails to draw from basic evaluation. Recommendations are not in line with the marketing mix and are of basic/poor effectiveness.

Very Limited/No introduction which fails to summarise the role of marketing to support the achievement of organisational objectives.

Very Limited/No conclusion drawn from very limited/no evaluation. No recommendations are given, or these are vague, and they are not in line with marketing mix and are of very poor effectiveness.

Learning Outcomes:

Understand the factors in the organisations marketing environment which impact on the marketing of a product or service.

Know how to market a product or service.

Marketing environment and PESTEL/SWOT analysis.

Discussion and analysis of marketing mix (i.e. marketing tactical tools).

Exceptional level of understanding in all aspects of marketing environment and marketing tactical tools implementation with exceptionally detailed evaluation of PESTEL, SWOT analysis and marketing mix. Discussion and academic argument shown, which was backed up with academic sources.

Exceptional identification of the marketing in the case study organisation and evaluation of challenges they face, and how these have been overcome. Excellent level of understanding in all aspects of marketing environment and marketing tactical tools implementation with excellent detailed evaluation of PESTEL, SWOT analysis and marketing mix. Discussion and academic argument shown, which was backed up with academic sources. Excellent identification of the marketing in the case study organisation and evaluation of challenges they face, and how these have been overcome.

Very good level of understanding in all aspects of marketing environment and marketing tactical tools implementation with a very good, detailed evaluation of PESTEL, SWOT analysis and marketing mix. Discussion and academic argument shown, which was backed up with academic sources. Very good identification of the marketing in the case study organisation and evaluation of challenges they face, and how these have been overcome. Good level of understanding in all aspects of marketing environment and marketing tactical tools implementation with good evaluation of PESTEL, SWOT analysis and marketing mix. Discussion and academic argument shown, which was mostly backed up with academic sources. Good identification of the marketing in the case study organisation and evaluation of challenges they face, and how these have been overcome. Satisfactory level of understanding in the aspects of marketing environment and marketing tactical tools implementation with satisfactory evaluation of PESTEL, SWOT analysis and marketing mix. Discussion and academic argument shown, with some limited support from academic sources. Satisfactory level of identification of the marketing in the case study organisation and evaluation of challenges they face, and how these have been overcome.

Marginally fails to demonstrate understanding in the aspects of marketing environment and marketing tactical tools implementation. Marginally fails to evaluate PESTEL, SWOT analysis and marketing mix. Very little discussion and academic argument shown, with very limited support from academic sources. Marginally fails to identify the marketing in the case study organisation and marginally fails to evaluate challenges they face, and how these have been overcome. Fails to demonstrate understanding in the aspects of marketing environment and marketing tactical tools implementation. Fails to evaluate PESTEL, SWOT analysis and marketing mix. No discussion and academic argument shown, with none / very limited support from academic sources. Fails to identify the marketing in the case study organisation and fails to evaluate challenges they face, and how these have been overcome.

Learning Outcome:

Know how to market a product or service.

Sales and Negotiation reflection and discussion.

Exemplary reflection and insight into why and how to apply the effective sales and negotiation skills and why they are important. Excellent reflection and insight into why and how to apply the effective sales and negotiation skills and why they are important. Very good reflection and insight into why and how to apply the effective sales and negotiation skills and why they are important. Good reflection and insight into why and how to apply the effective sales and negotiation skills and why they are important. Satisfactory reflection and insight into why and how to apply the effective sales and negotiation skills and why they are important. Marginally fails to provide reflection and insight into why and how to apply the effective sales and negotiation skills and why they are important. Little/no reflection and insight into why and how to apply the effective sales and negotiation skills and why they are important.

General presentation and use of Harvard Referencing along with credible academic sources. Exceptional logic and flow of academic argument, which was extremely persuasive throughout the whole report structure with an exceptionally high professional finish. Exceptional level of Harvard referencing used throughout from an exceptionally good range of credible academic sources. Excellent logic and flow of academic argument, which was very persuasive throughout the whole report structure with a very high professional finish. Excellent level of Harvard referencing used throughout from an excellent range of credible academic sources. Very good logic and flow of academic argument, which was persuasive throughout the whole report structure with a very good professional finish. Very good level of Harvard referencing used throughout from a very good range of credible academic sources. Good logic and flow of academic argument, which was mainly persuasive throughout the whole report structure with a good professional finish. Good level of Harvard referencing used throughout from a good range of credible academic sources. Satisfactory logic and flow of academic argument, which was not always persuasive throughout the whole report structure with a satisfactory professional finish. Satisfactory level of Harvard referencing used throughout from a basic range of credible academic sources. Poor logic and flow of academic argument, which marginally fails to persuade the reader throughout the whole report structure with a poor professional finish. Poor level of Harvard referencing used throughout from a very basic range of credible academic sources. Little/no logic and flow of academic argument, which was not persuasive throughout the whole report structure with a very poor professional finish. Little/no level of Harvard referencing used throughout with little/no range of credible academic sources.

Learning Outcomes

This assessment will enable you to demonstrate in full or in part your fulfilment of the following learning outcomes identified in the Module Descriptor:

Understand the role of marketing to support the achievement of organisational objectives.

Understand the factors in an organisations marketing environment, which impact on the marketing of a product or service.

Know how to market a product or service, demonstrating skills to support effective selling.

Living CV

As part of the University's Work Ready, Future Ready strategy, you will be expected to build a professional, Living CV as you successfully engage and pass each module of your degree.

The Living CV outputs evidenced on completion of this assessment are:

Learning Outcome Living CV Output

Understand the role of marketing to support the achievement of organisational objectives. A strong understanding of the role of marketing in the achievement of organisational objectives

Understand the factors in an organisations marketing environment, which impact on the marketing of a product or service Ability to assess factors which impact on the marketing of a product or service

Know how to market a product or service, demonstrating skills to support effective selling.

Skilled in effective marketing to support organisational sales

Please add these to your CV via the Living CV builder platform on Solent Futures OnlineSolent Futures OnlineImportant Information

Solent University Academic Regulations 2023-24Late Submissions

You are reminded that:

If this assessment is submitted late i.e. within 7 calendar days of the submission deadline, the mark will be capped at 40% if a pass mark is achieved;

If this assessment is submitted later than 7 calendar days after the submission deadline, the work will be regarded as a non-submission and will be awarded a zero;

If this assessment is being submitted as a referred piece of work, then it must be submitted by the deadline date; any Refer assessment submitted late will be regarded as a non-submission and will be awarded a zero.

Assessment regulations

Extenuating Circumstances

The Universitys Extenuating Circumstances (EC) procedure is in place if there are genuine short term exceptional circumstances that may prevent you submitting an assessment. You are able to self-certify for up to two assessment dates in any semester without supporting evidence for an extension of up to seven calendar days for coursework or to defer an exam to the resit period.

Alternatively, if you are not 'fit to study (or you have used up your two self-certification opportunities), you can request:

an extension to the submission deadline of 7 calendar days, or

a request to submit the assessment at the next opportunity, i.e. the resit period (as a Defer without capping of the grade).

In both instances you must submit an EC application with relevant evidence. If accepted under the university regulations, there will be no academic penalty for late submission or non-submission dependent on what is requested. You are reminded that EC covers only short-term issues (20 working days) and that if you experience longer term matters that impact on your learning then you must contact the Student Hub for advice.

Please find a link to the EC policy below:

Extenuating CircumstancesAcademic Misconduct

Any submission must be your own work and, where facts or ideas have been used from other sources, these sources must be appropriately referenced. The Universitys Academic Regulations includes the definitions of all practices that will be deemed to constitute academic misconduct. You should check this link before submitting your work.

Procedures relating to student academic misconduct are given below:

Academic MisconductEthics Policy

The work being carried out must be in compliance with the university Ethics Policy. Where there is an ethical issue, as specified within the Ethics Policy, then you will need an ethics release or ethics approval prior to the start of the project.

The Ethics Policy is contained within Section 2S of the Academic Handbook:

Ethics PolicyGrade marking

The University uses an alpha numeric grade scale for the marking of assessments. Unless you have been specifically informed otherwise your marked assignment will be awarded a letter/number grade. More detailed information on grade marking and the grade scale can be found on the portal and in the Student Handbook.

Grade Marking Scale

Guidance for online submission through Solent Online Learning (SOL)

Online Submission