Module Handbook

Responsible Marketing in a Global World

MARK7045

Module Leaders: Dr Junior Oliveira

Dr Shannen Gibbons

Purpose of this handbook

The purpose of this Module Handbook is to provide you with specific information that under- pins the design, delivery and management of this module. It is your responsibility to familiarise yourself with the contents of this Module Handbook and to talk to your seminar tutor if you have any questions.

This isnt the only handbook available to you. Alongside this handbook you will also have access to the Institutional University Handbook which will provide you with information that is central to your studies, including policies and regulations, student support and wellbeing and all the services available to you through Student Support.

You will also be given a Programme Handbook which will detail the design, delivery principles and management of your programme. It will also provide you with an overview of your key contacts for your programme of study and list all the modules you will be / might be studying throughout the duration of your award.

ACADEMIC INTEGRITY

I would like to take this opportunity to ask you to complete the course on 'Academic Integrity (Use of Artificial Intelligence).' This course is designed to be highly effective in enhancing your knowledge and awareness of academic integrity principles. It is followed by a multiple-choice test, which, upon successful completion, will equip you with a solid foundation for your academic journey as a master's student at Brookes.

Academic integrity, including responsible use of information and artificial intelligence, is essential to upholding Brookes University's values of honesty, trust, and professionalism in our educational community.

Please click on this link.

Many thanks in advance.

Dr Junior Oliveira

IMPORTANT:

"Artificial Intelligence Guidelines - Brookes University"

At Brookes University, we place great importance on academic integrity and expect our students to uphold the highest standards in their assignments. Academic integrity, in essence, means taking responsibility for your own work and giving proper credit to others for their contributions (Centre for Academic Development, 2023).

Where students use generative artificial intelligence (AI) and AI-assisted technologies in the writing process, students should only use these technologies to improve readability and language. Students should not use AI tools to seek or select resources, draw insights from materials collected or to assist in writing any parts of the assignments.

We believe that by following these guidelines, students can not only produce high-quality work but also cultivate the skills and knowledge necessary for success in their academic and professional journeys.

For more detailed information and resources related to AI usage in academic writing, please click here.

Once you have completed the AI training, please make sure you submit the certificate to Junior and Shannen (via email). Preferably by 15th February 2025.

Contents

Section 1: Module Introduction 4

How this module contributes to your wider programme experience 4

Contribution to Education and Enterprise for Employability 4

Association to other modules 5

Your Module Team 5

Module Leader 5

Seminar Leader 5

Academic Librarian 6

Changes made to this module in response to student and other feedback 6

Section 2: How Your Teaching and Learning is Organised 7

Module Aim 7

Module Learning Outcomes 7

Module Teaching and Learning Strategy 7

Module Teaching and Learning Resources 9

Moodle 9

Reading List and Other Resources 9

Module Study Plan 10

Section 3: How Your Assessment and Feedback is Organised 12

Module Assessment Strategy 12

Key Dates 12

Inclusive Support Plan (ISP) arrangements 12

Coursework Brief 13

Summary information 13

Assessment instructions 13

Assessment requirements 15

Deadlines 15

Assessment criteria 16

Presenting coursework for assessment 17

Recommended coursework structure 18

Assignment length 19

Artificial Intelligence and its use in this assessment 20

Use of Turnitin 21

Submission instructions 21

How your work will be marked 21

Feedback 22

Assessment criteria rubric assessment 23 - 23

Section 1: Module Introduction

How this module contributes to your wider programme experience

This module is one component part of a coherent package of modules that all contribute to the achievement of your programme learning outcomes (see your programme handbook for details) and to your student learning journey at Oxford Brookes.

This module aims to equip students with a comprehensive understanding of key marketing concepts within the context of a globalised world. It explores essential marketing principles by examining the current environment in which companies operate, where understanding consumer behaviour, market trends, and the impact of digitalization are crucial. Students will delve into how global markets are influenced by economic, cultural, and technological changes, and learn to develop strategies that address these dynamic factors. By analysing real-world cases and current market data, the module prepares students to navigate and succeed in the complex, interconnected global marketplace

Contribution to Education and Enterprise for Employability

As well as developing subject specific knowledge, this module contributes to one or more or our core programme design commitments as part of our Education and Enterprise Strategy, specifically,

?Experiential learning

Providing hands-on project: this module requires students to create a marketing plan by applying relevant theoretical concepts and real market data. By engaging with practical contexts, students actively apply their theoretical knowledge. This hands-on approach deepens their understanding of the subject matter through experiential learning.

Employability

Developing key skills: this module focuses on building essential skills such as critical thinking, problem-solving, teamwork, and communication, all of which are highly valued by employers. Also, by working with real-world data, students develop practical skills in analysis and strategic planning, enhancing their employability by preparing them to meet the demands of the modern job market.

?Sustainable development goals (SDGs)

Integrating SDGs into the curriculum: the module include specific content on how the subject matter relates to the SDGs, encouraging students to consider the environmental, social, and economic impacts of their work.

?Promoting Sustainable Practices: students are encouraged to develop projects or business ideas that contribute to sustainability, helping them understand the importance of aligning their work with global sustainability goals.

• PromotingSustainable Practices: students are encouraged to develop projects or business ideas that contribute to sustainability, helping them understand the importance of aligning their work with global sustainability goals.

?Responsible management practice

Ethical decision-making: the module could include case studies or scenarios that challenge students to consider the ethical implications of management decisions, promoting responsible leadership.

Corporate Social Responsibility (CSR): By discussing CSR practices and their impact on society, the module can help students appreciate the importance of balancing profit with social and environmental responsibility in their future careers.

Association to other modules

This module is designed to build an effective foundation in essential marketing concepts and strategies, equipping students with the skills and knowledge necessary to excel in subsequent postgraduate marketing courses. By focusing on key areas such as consumer behaviour, market analysis, etc, , students will develop a robust understanding of both theoretical frameworks and practical applications. This groundwork will prepare them for advanced topics in future modules (next semester). Additionally, the module fosters critical thinking, data analysis, and effective communication skills, which are vital across all areas of marketing and will serve as a cornerstone for their academic and professional development.

Your Module Team

Outlined below are the contact details of your module team.

Module Leader

Your Module Leaders are responsible for the student experience within this module. They ensure that the teaching and learning approach will enable you to achieve all of the learning outcomes for this module and that all of the learning resources are made available to you. They also have responsibility to ensure that you understand what is expected of you regarding the assessment package and that there are appropriate adjustments in place if you have any specific learning support entitlements. Your Module Leaders will also ensure that the marking of your assessments is fair, consistent and reliable.

Academic Librarian

Changes made to this module in response to student and other feedback

Students are asked for feedback on their experience of every module at the mid-point of the semester and towards the end of the module. This is your opportunity to discuss with the module team what is working well for you and more importantly if there are things that concern you regarding this module.

The feedback you provide at the mid-semester point is used to provide additional guidance, support or clarification. The feedback you provide towards the end of the module is used to inform the future development of the module.

In response to student feedback and the Module Review Report from the previous run, no changes were recommended for implementation this semester. However, the MARK7045 module has been updated from Introduction to Principles of Responsible Marketing to Responsible Marketing in a Global World reflecting a stronger alignment with the UN Sustainable Development Goals and the Better Marketing for a Better World research stream within a globalised context.

Section 2: How Your Teaching and Learning is Organised

Module Aim

This module introduces the key principles of responsible marketing by studying the theories that underpin Better Marketing for a Better World. The module will explore the marketing environment, changing needs of customers, and how brands make choices about the marketing mix to meet those needs.

Module Learning Outcomes

1. Evaluatethe concepts of responsible marketing and debate the usefulness of different approaches to marketing.
2. 2.Apply marketing principles, including consumer behaviour theories, to both commercial and not for profit scenarios on a regional, national as well as global level.

3. Analyseand critically evaluate marketing information as an aid to marketing decision
4. 4.Critically evaluate the key elements of a marketing strategy.

5. 5.Critically review and synthesise the views of academic writers.

Module Teaching and Learning Strategy

Students completing this module will have been given the opportunity to participate in a combination of tutor and student-led learning. Students attend lectures, participate in student- led discussions, and work as part of a team to solve problems, take part in workshops and seminars and read widely outside formal teaching sessions.

Assessment is seen as an opportunity not only to test the extent of achievement of learning outcomes but also as an opportunity to extend and deepen the learning of the student, including with respect to ethically responsible marketing practice.

The summative assessment on this module is an individual assignment which involves students in the application of key marketing principles in the development of an outline marketing plan for a brand extension in a new category.

Overall, you should prepare for this Responsible Marketing in a Global World course to take 100 hours of your time. 24 of those hours are contact time with weekly face to face seminars and lectures. The rest is the preparation of the case studies in the seminars, completing the assignment, weekly reading and other participation activities (allocated as 32 hours allocated to preparation for assessments/44 hours for independent/directed study). There are no online lectures or online seminars. The learning strategy combines receiving, diving, contributing and practicing.

The module is taught over a five week block, with 2 x 1 hour lectures and 2 x 1 hour seminars per week (weeks 1-5) as well as a two hour assignment clinic tutorial.

• Receiving: Essential learning you Receive through reading, watching, and listening. Each week there is compulsory set reading to explore the topics in more depth, usually from the text book but also journal articles or news articles. Note the lecture slides are uploaded to Moodle 24 hours before the lecture to help those with English as a second language but they are outline only the detail comes during the face to face teaching.

• Enrichment: On Moodle you will also find extended reading. These are mostly academic journal articles I feel are particularly relevant to the topics we are covering. They are particularly recommended for students who have worked in or studied some marketing before.

• Diving: Individual Activities you need to dive into these include taking part in forums and polls, watching films, listening to podcasts, and especially preparing the seminar case studies in advance.

• Contributing: these are the face-to-face seminars where we bring the topics to life through group working on real life case studies and brands.

• Practising: Through the assignment the concepts you will put into practice the theory and frameworks from the course on a brand of your choice.

A good question to ask yourself is how do I engage with the Mark7045 Responsible Marketing in a Global World course to make sure I get the most out of it? There are four ways of doing this

1. a) During lectures coming! taking part in the discussion, sharing your examples of good marketing you have seen.
2. b) During seminars coming! Preparing the real-life case study in advance so you can fully contribute to the group work. Taking opportunities to present and sharing your ideas.
3. C) On Moodle taking part in any online activities like the Forum and Polls, making sure you see the announcements and read any extended material
4. d) With the assignment taking the opportunity to check your topic with your seminar leader, using module leader office time if you need it, attending the exemplar session to look at past work and finally, using the draft dropbox to check you havent accidentally plagiarised.

Module Teaching and Learning Resources

Moodle

The Moodle site for MARK7045 (Responsible Marketing in a Global World) includes valuable information for this course including the case study information to prepare for each seminar, the dropbox for submitting the assignment, copies of the lecture slides and recordings afterwards, Jamboard links for interactive seminar group work and forums for assignment questions and marketing news. It is organised clearly in dropdown folders and should be checked every week of the course.

Reading List and Other Resources

Tallis Aspire Reading List Link: https://rl.talis.com/3/brookes/lists/BD9C4EBD-C4EE-DCE2- 01E3-58545FE77FAE.html?lang=en

Each week there is required reading on the topic we are covering including:

• Academic Journal Articles and other News Articles on the Aspire Reading List.
• Seminar Case Study or Resources for discussion in class. You must read these in advance of the seminar to prepare and be able to contribute to your group. Found in the relevant week on the Mark7045 Responsible Marketing in a Global World Moodle site.
• Relevant topic chapter from the textbook you have chosen to use

1473725126. a.Dibb S., Simkin l., Pride W.M. and Ferrell O.C., Marketing Concepts and Strategies, (2019) 9th Edition, Cengage Learning, ISBN-13: 978- 1473725126. This is the main text book for the course and is available free online via the Oxford Brookes library. Link in the Aspire Reading List. Previous editions (cheaper second hand if you want a hard copy) are fine.
1473725127. b.OR Baines P., Antonetti P. and Rosengren S. (2022) 6th Edition., Oxford University Press, ISBN 978-0192893468. This book is excellent (but not available free through the University library system unfortunately). Previous editions (cheaper second hand if you want a hard copy) are also fine.
1473725128. c.OR: If you already own Kotlers book, that would fine also provided you supplement with current reading of academic and trade journals, there would be no real need to also purchase the above. Kotler P. & Armstrong A., (2020), Principles of Marketing; 18th Edition, Pearson, ISBN-13: 978-1292341132

Module Study Plan

Section 3: How Your Assessment and Feedback is Organised

Module Assessment Strategy

This module follows the principles of the Universitys Assessment and Feedback Policy developed in conjunction with the Student Union, to ensure good practice and transparency in assessment and feedback processes. The Assessment and Feedback Policy can be found on your Programmes Moodle site.

Please note: the Institutional University Handbook which will provide you with information that is central to your studies, including policies and regulations, student support and wellbeing and all the services available to you through Student Support. The core information is also available on Moodle via the drop-down menu under Student Help.

Summative Assessment

There is one written assignment, worth 100% of the course grade. This is 2,000 words maximum and is due in week 6. The assignment is based on the content of the Mark7045 Responsible Marketing in a Global World course and considerable support is given through assessment clinics, assessment online forum for Q&A, specific assessment working session in one seminar, and teaching team office hours.

Key Dates

Please ensure you submit your assignment no later than the deadline set above (these are fixed deadlines, but students may exceptionally secure an extension if last minute untoward circumstances affect your ability to submit on time). Please see your Programme Handbook for more details. Please note the use of this extension is monitored and restrictions in place for overuse. Exceptional circumstances guidance

If there are circumstances preventing you from being able to study and meet the ongoing requirements of this or other modules then please get in touch with your Academic Adviser or Student Support Co-ordinator for advice.

Inclusive Support Plan (ISP) arrangements

Recommendations for Reasonable Adjustments are made in accordance with the provisions of the Equality Act 2010. These are detailed in Inclusive Support Plans (ISPs) and need to be implemented unless there is a clear rationale for this not being possible, in which case we are accountable as a university for this decision.

Students who have an extension because of an ISP, please contact your Module Leader if you are unclear about your revised deadlines.

If you would like to request a review of your Inclusive Support Plan (ISP) or to have your needs assessed for an ISP, contact the Inclusive Support Service.on inclusivesupport@brookes.ac.uk

The Blue Marking Card adjustment is only available to students who have an Inclusive Support Plan (ISP) specifying this adjustment. Eligible students who wish to use this adjustment must add a blue card:

Blue Card guidance

The assessment for this module is 100% individual written coursework. ISPs would normally be accommodated using extensions. In exceptional circumstances, alternative delivery formats will be considered in line with the requirements of the students Individual Study Plan.

Inclusive Support Plan (ISP) extensions of up to 3 weeks are applicable for some students on all assignments in this module. If you have an Inclusive Support Plan you can check the full details of the adjustments, including whether you have coursework extensions, in Student Self Service.

Coursework Brief 1

Summary information

Assessment instructions

To demonstrate that the module learning outcomes detailed above have been achieved, you are required to prepare and submit the following.

This module is assessed through one individual assignment , which involves applying key marketing principles to develop an outline marketing plan for extending an existing brand into a new product or service . Please ensure that you focus on a specific global region or a sub-global region .

The choice of existing brand and new sector/industry are up to you but in your assignment, you need to be able to:

• Demonstrate why the move into that sector makes sense for that
• Demonstrate why it is a new sector for that
• Present data to provide evidence that your plan was based on a data-driven process and effective macro and micro analysis of current scenario.

Important:

It can be a product (usually a range) or service and can include nonprofit, business to business and digital categories.

• Itis likely that the new sector will exist already (for other brands).

It cannot just be a range extension (for example, a new handbag range for Chanel) or a new category related to a sector that a brand already operates in. Other examples: Example 2: It cannot be solar energy air conditioners for a company that produces regular air conditioners, as they fail into the same industry: HVAC (Heating, Ventilation, and Air Conditioning. Example 3: It cannot be a new consumer group for existing products (for example, marketing paper newspapers to Millennials).

Please ensure that you research whether your chosen company currently operates or has operated in the past within your selected industry sector or category.

Regarding your choices of region or sub-region: for example, you may choose to focus on the Americas , which includes North America, South America, Central America, and the Caribbean. It's also acceptable to narrow your focus to a specific part of this global region , such as North America and Central America . However, please ensure that you justify your choice by presenting real market data demonstrating demand for your chosen product/service/industry category in those specific sub-regions. Alternatively, you might focus on a specific global region , such as Oceania, which includes Australia, New Zealand, Papua New Guinea, and other Pacific islands .

Another example: if your preliminary research indicates demand and positive trends for a specific product category in three Eastern European countries such as Albania, Bulgaria, and Ukraine you could choose to outline your marketing plan within the context of that specific sub-region (by focusing on these three countries).

Important: a minimum of 2 countries from a specific sub-region must be selected.

If you have any questions, please talk to your module leader.

Please use the assignment topic check form to evaluate the effectiveness of your combination (brand, new sector and market country). Please keep in mind that the effectiveness of your marketing plan hinges on your ability to critically analyse and effectively utilize market data. Additionally, it relies on the correct application of the appropriate theoretical content in specific sections of your plan, accompanied by a clear rationale for your choices. Your success in these areas will greatly influence the overall success of your marketing plan.

Assignment Requirements

• Thebrand must exist already in some

? The combination of brand + new sector must be a completely new strategy for the brand, meaning the chosen brand should not have been working in the chosen sector (even as a test). You do this through the online Google form launched in week 1.

• The brand or new market/product can be international, but it is important you are familiarwith the market and can access the data for market analysis Not all countries (global regions and sub-regions) have the same level of publicly available market information. Many, but not all, previous students have found the UK and countries of Europe easier from this point of view.
• Note:it is not enough to take one product and expand it into a new country (this is not a global expansion marketing plan) you need to move into a new sector.
• Students on the specialised degree programmes of Digital or Luxury are strongly encouragedto further your knowledge in these areas through this assignment, for example selecting a luxury brand or premium customer segment to target or selecting a digital based product/service or developing a digital based marketing

Deadlines

• By the end of Week 2 or begging of week 3 decide your It is important to decide your brand and new sector early in the term so you can start to write the assignment week by week as we cover the various topics. Students who do this have tended in the past to do much better and it reduces end of term stress! If you are unsure of your topic, do check with your seminar leader or your module leader in office hours. There will be an online Google Form. First come first serve on the combinations of brand + sector. BUT you need to check you can get enough data on your sector/category before you start . Once you submit your idea for possible combination, you will be only contact by the module leader if there is a problem with your choice (e.g. in case your chosen brand already operates in your proposed sector). Junior will check the form every week, if you have not heard from Junior after 5 days, then you are good to go.

• Week 3 Seminar Task "Market Storm "

Marketing Storm is an individual presentation of your preliminary situational analysis (PESTEL & SWOT, and/or an infographic which are essential parts of your assignment). Each student will deliver a 1 to 3-minute aural speed presentation based on your situational analysis during the seminar. Everyone will need to present. Attendance will be taken. Top line feedback (one positive, one area for improvement) will be given. The presentations are not marked but will encourage you to have started your assignment in addition to giving us all an opportunity to learn about a wide range of markets. It is important everyone attends to learn about new markets and give peer feedback. You may want to present a draft of your infographics, to the class (even if it's made by hand)

• Week 4 onwards check draft via Draft Assignment Submission Dropbox this draft is for you to check your Turnitin scores, no individual feedback will be given at this Please note that tutors will not read drafts as it will give an unfair advantage to some not others. Submitting to this draft dropbox DOES NOT count as submitting the final assignment for marking. IMPORTANT INFORMATION: each student can only submit their draft via this dropbox once.

• Week 5 Assignment Workshop during the seminar including peer review of a "dummy assignment ", and parts ofspecific sections of a marketing plan.
• Week 6 Final Submission Deadline Thursday 6th March 2025, 1pm (GMT)

HINT #1: Help yourself by closely checking the marking criteria (shown at the end of this document) and to use the Ask Junior Help Forum on your Moodle site to ask for clarification if there is anything you do not fully understand. The topic MUST be an existing brand into a new product (new sector) or service ( not just a new country ).

HINT #2: It is important to note that we will NOT be assessing based upon the novelty or creativeness of your idea but upon the extent to which your outline plan is supported by good quality research and analysis demonstrating a thorough understanding of the principles covered on the syllabus of the Mark7045 Responsible Marketing in a Global World course.

HINT #3: Make sure the analysis is your own. Do not use "ready content " or templates with information about specific companies, markets or sectors, such as SWOT or PESTLE on your brand or infographics that you have found online. This is plagiarism even if you reference them correctly. Use the extensive resources on Moodle to ensure you are not referred for cheating.

HINT #4: Note the assessment criteria has been updated for this term so do not rely on previous versions or the experiences of previous students.

HINT #5: Students who have failed this course in the past almost inevitably are the ones who also did not attend the lectures and seminars . Attendance is taken each week . We have found a direct correlation between attendance and marks achieved so I strongly recommend you engage with the lectures, reading list, videos, and forums as well as the face-to-face seminars if you want to do well on the module.

Assessment criteria

Situation analysis (20%): students need to apply and justify appropriate theoretical models and concepts in the situation analysis (effective use of real market data) supporting the opportunity for the product. This should be also based on a critical evaluation of responsible marketing opportunities for the chosen brand.

Consumer/Customer Segmentation, Targeting, and Positioning Strategy (20 %): students need to apply and justify appropriate theoretical models and concepts in the critical evaluation of consumer/customer segmentation, targeting, and positioning strategy.

Marketing Mix Application (25%): students need to apply and justify appropriate theoretical models and concepts in the discussion and evaluation of issues affecting the marketing mix.

Use of relevant and accurate sources (15%): students need to ensure that the report makes use of a balanced range of sources, including professional, trade, academic, and news media, in order to provide a sound basis for analysis and recommendations.

Referencing (10%): the report must be referenced using the Brookes Harvard style of referencing and include a full reference list. Referencing must be accurate, systematic, and comprehensive. A properly formatted reference list is mandatory.

Presentation and Writing Quality (10%): the report must be presented clearly and coherently and written in a good standard of English.

Responsible Marketing (10%): the extent to which the assignment concludes by drawing together the key issues and opportunities for responsible marketing, including ethics and/or sustainability.

Presenting coursework for assessment

Your assignment when submitted should not include your name we use a system of anonymous marking to reduce the risk of any unconscious bias. For some authentic assessments, there may be an exception to this, so please confirm with your Module Leader.

The authentic and essential requirements for this piece of assessed work are;

• Itmust be word-processed. It cannot be
• Saveyour word document as PDF and then upload
• Itmust be black text on a white
• Allpages must be
• Marginsmust be as follows: Top: 1 inch, Bottom: 1 inch (2.5 cm), Left: 25 inches, Right:

1.25 inches (3.2 cm)

• Havetitle page, table of contents and an executive summary (2 or 3 paragraphs required only). These parts are not included in the word count.
• Tables in case of PESTEL and SWOT analysis (please insert them in the main body of your report) they should not be cut and pasted or imported as figures they need to be editable and in word format and created by you. Please be VERY careful not to use other peoples analysis (for example in SWOT or PESTEL tables). The analysis must be your own. You should be able to conduct a critical analysis of the current market scenario (by using many credible and relevant references) and then produce your environmental analysis Tables are not included in the word count , but be sensible, make them concise and effective. Please include references.

• Infographic To create this visual storytelling tool, you need essential data, which may varydepending on the message you want to convey (e.g., growth rates in a sector, market forecasts, the quantity of a specific product sold, and any other pertinent information that can be visually represented to convey valuable insights to your reader). In this case, you can use a visual created by you. To do so, you can use software or online tools (e.g., PowerPoint, Canva, Adobe, etc.). These visuals are not included in the word count. Rely on numbers, figures, and statistics to include in your infographic; avoid overloading it with text. Please include references.
• Harvard referencing style use Cite them Right (via Brookes website) or ask student services if you are unsure. Correct reference style is important. Make sure that your assignment is inline with the Brookes Harvard Style Rules (this is the link).

• In addition, we recommend using 12-point Arial font and 5 line spacing. Note: Tables and figures can have smaller font/line spacing but need to be readable . This feeds into the marks for the assignment being presented professionally . If your infographic or table is not readable it will not be marked.

Recommended Coursework Structure

HINT: Word count suggestions are to help you match your content to the weight of the marks but are for guidance only ... it is the overall total that matters.

• Cover page (not included in word count) - This needs to include title, student number and assignment word count NOT your name as it is marked
• Table of Contents (not included in word count)
• Executive summary (not included in the word count), approximately 3 paragraphs (1 page). You should provide a summary of your entire plan. Begin with a brief introduction to your brand, followed by key information about the chosen sector within the selected region or subregion. Clearly state the aim of the assignment and outline its structure.
• Introduction: provide a brief overview of the chosen organization/brand, explainingwhy the brand's extension into the new category makes Include references to responsible marketing approaches linked to relevant Sustainable Development Goal(s) (SDG) that your plan would address. Also, present supporting evidence (data, numbers, figures, etc.) to demonstrate that the chosen product category offers a promising market opportunity for the brand (approx. 200 words).
• Environmental analysis supporting the opportunity for the product development (external+ internal factors: using suitable models, concepts and frameworks taught in Mark7045) e.g. PESTEL, SWOT, Infographic and Competitor analysis (+ a discussion of the key points presented in this section, approx. 500 words)

6) Segmentation, Targeting, Positioning Strategy

Explain your segmentation and targeting approach, along with the proposed representation of your positioning. Be sure to apply appropriate models, concepts, and frameworks. (approx. 350 words)

• Marketing Plan (product, price, place, promotion) 7Ps if doing a You need to apply the suitable models, concepts and frameworks (approx. 700 words).
• Conclusion : Explanation of your plan + Implications for responsible marketing (approx. 200 words)
• References(not included in word count) It must be in line with the Brookes Harvard Style rules.
• Appendix (not included in the word count) should be no more than 5 pages. Its optional, but you can include supporting data if you think it will strengthen your analysis or provide useful context for your arguments.

IMPORTANT: The structure outlined above serves as the backbone of your assignment. Please bear in mind that you should apply the appropriate models, concepts, and frameworks taught in this course. These will be covered weekly during the lectures and discussed in seminars.

• Tables, graphs and visuals are not included in the word count , so please make the most of them (but be sensible, do not overload your visuals or tables with too many pieces of information, it may affect your work presentation or legibility of some parts).
• Responsible marketing approach: It may not necessarily be related to the new sector but rather to your chosen brand. Therefore, in your plan, you should aim to demonstrate how the brand could evolve into a more responsible entity by, for example, creating an ethical or sustainable product, or by improving manufacturing Alternatively, it could be an issue specific to your sector or a related sector that the new product or service aims to address, etc. This should be refers to an specific SDG and you need to make explicit which SDG you aim to address from the begging of your work.

Sources to be used throughout the assignment can include:

Academic journal articles, secondary market research such as Mintel, Statista or Euromonitor, government statistics, marketing textbooks, company websites, credible news articles, industry trade press, marketing case studies. If you encounter any difficulties in finding sources, please seek support through Brookes Online Library or contact the Academic Liaison Librarian, Isabel Virgo .

Assignment length

Whilst we acknowledge that learners will prepare and produce assessments in different ways and at different paces, an indication as to how much time it will take you to prepare, produce, edit and submit this assessment is detailed below.

Within the 100 hours required to complete the Mark7045 Responsible Marketing in a Global World course, we have allocated 32 hours for preparation for the assignment but this builds on an additional 44 hours for independent/directed study including reading the textbook which will also help with the assignment.

The length of the assignment is limited by a set number of 2,000 words to contribute towards the development of writing skills and to ensure all work is assessed equitably. We therefore require you to complete your assignments within this word limit. Work in excess of this word limit will not be marked (note: there is NO +/-10% word count for this assignment). Also, if you have written less than 1,800 words, it is unlikely you have met the brief. If in doubt, you should discuss this with the Module Leader or Seminar tutor before submission. Please remember that tables, visuals and graphs (such as Pestel, SWOT, Infographic, etc) are not included in the word count, but please be sensible, and use it wisely.

You will need to think carefully about how best to explain your case within the permitted number of words, using, for example, an appropriate mix of text, drawings, diagrams, and tables, supplemented by information contained in appendices. Inappropriate use of appendices will be taken into consideration when awarding the final mark. Therefore, appendices are limited to 5 pages maximum.

Please also remember that a report can be enhanced or damaged through layout, for example, placing all tables and drawings in appendices can hamper the flow of discussion. Decisions therefore need to be made about the most appropriate place to use tables etc, to support your case (in this case, include the appropriate visuals in the main body of your work). Appendices are an ideal place to include supporting data, research findings, and statistics that back up the claims and strategies presented in the main text. For instance, if you used several graphs from Mintel to extract data and use it in your infographics, you may want to include the original graphs in your appendices section. Other aspects of your work presentation may also affect your mark, including incorrect referencing styles (or lack of references), font size affecting readability, etc.

For clarity, the specified word count refers to the main body of the report and does not include the reference list or appendix. The word count does include headings and in-text citations, but not equations, tables, or diagrams, executive summary, contents page, reference list, appendix or the title page.

Artificial Intelligence and its use in this assessment

All students should complete the Use of Artificial Intelligence course available on Moodle. After taking it, please upload your Certificate of Completion to the submission link on

This link will take you to further guidance on the use of AI tools at Brookes. This link will take you to the Moodle course Use of Artificial Intelligence.

For this assessment specifically, the extent you can use AI tools is detailed below,

• ? If you use any AI tools for this assessment, you need to state your use in the declaration form when you submit your work.
• ? You must not use AI tools for this assessment for any type of written content creation (no AI tool should not be used for any form of data generation, data analysis, content analysis, (etc) or the creation of tables that contain content or infographics based on AI prompts).
• ? In this assignment, you can use only use AI tools as follows: to create images of prototypes or illustrations. For example, you can use them to generate a picture of buyer personas for inclusion in your STP section or a product prototype (according to your marketing plan), such as a waterproof and solar-powered mobile phone.

Use of Turnitin

The new Turnitin policy effective from September 2022 can be found via this link. You are expected to be familiar with it. It is important to know that the reference list and quotations are included in the overall similarity report, and that these matches are expected and not problematic.

For more information on how to interpret your similarity index report, please refer to this link.

Submission instructions

Your FINAL work must be uploaded to the dropbox on Moodle by 13.00.PM on Thursday 6th March 2025. Please ensure you submit your assignment no later than the deadline set above. Any late submissions (apart from grace period, ISPs and/or agreed ECs see below) cannot be marked.

Name your submission using your student number and the module number - for example: 12345678_assignment_MARK7045. Upload it in PDF format.

Please ensure you submit your assignment no later than the deadline set above (these are fixed deadlines, but students may exceptionally secure an extension if last minute untoward circumstances affect your ability to submit on time). Please see your Programme Handbook for more details. Please note the use of this extension is monitored and restrictions in place for overuse.

https://www.brookes.ac.uk/students/your-studies/exceptional-circumstances/

Inclusive Support Plan (ISP) extensions of up to 3 weeks are applicable to the assignment in this module. If you have an Inclusive Support Plan you can check the full details of the adjustments, including whether you have coursework extensions in Student Self Service.

The Blue Marking Card adjustment is only available to students who have an Inclusive Support Plan (ISP) specifying this adjustment. Eligible students who wish to use this adjustment must:

How your work will be marked

Once the submission date has past, your module tutors will begin to mark your work. There are a number of phases to this which ensure fairness is maintained across the whole team including a pre marking calibration meeting, marking and post-marking internal moderation of grades. Following internal moderation, a sample of work is reviewed by the External Examiner for the programme to ensure that the standards applied are comparable to those at other institutions. To read how your work is moderated please go to your programme handbook for details.

To pass this module, an assignment mark of 50% or more must be achieved.

Feedback

Feedback on your work will be provided in a range of ways at various times throughout this module, and different feedback will serve slightly different purposes. Feedback is designed to support your learning and help you to improve subsequent work, so you need to engage and get the most out of the feedback provided.

Please note that feedback is provided throughout the module not just on formally assessed tasks. It will be provided on your work and contribution in class, on the formal assessment tasks and, in some circumstances, during student office hours.

If you would like further information about feedback, or how to use it, please talk to your academic tutor on this module or your Academic Adviser or Programme Lead.

Assessment feedback: the marks will be provided after a ratification by an Examination Committee.

Assessment criteria rubric assessment 1