Strategic Marketing Report

Assessment

Coursework

Assessment code:

010

Academic Year:

2024/2025

Trimester:

2

Module Title:

Principles & Practices of Marketing

Module Code:

MOD009206

Level:

5

Module Leader:

Rehan Ally

Weighting:

60%

Word Limit:

Not exceeding 2500 words

This excludes the bibliography and other items listed in rule 6.83 of the Academic Regulations.

Assessed Learning Outcomes

Lo1: Critically evaluate and give evidence of both past and current marketing management concepts and theories and critically evaluate the way in which marketing theory relates to marketing practice.

LO2: Demonstrate knowledge of the role of marketing in the growth of organisations with specific focus on the marketing mix and its value in online and offline settings.

L03: Construct marketing plans which reflect the latest developments in environmental, social and governance issues.

LO4: Analyse domestic and international markets and

produce affective marketing solutions in the forms of strategies and tactical plans.

Submission Deadline:

Please refer to the VLE.

ASSESSMENT MARKING RUBRIC

The work will be assessed in an integrative manner as indicated in the marking rubric, that is consistent with Anglia Ruskin University generic assessment criteria and marking standards

Criteria / Grade

0-29%:

30-39%:

40-49%:

50-59%:

60-69%:

70-79%:

80-89%:

90-100%:

STP and Branding

The task was not followed, and there was minimal, deficient or no evidence of the assessment criteria having been met. For example, the student did not submit the correct work or follow any part of the brief and has major problems with the report's structure, for example, submitting an essay. Additionally, the evaluation was not underpinned by learnt models and theories from the module and the work generally lacked application to the chosen organisation.

The student has demonstrated little evidence of STP and branding knowledge with limited use of related taught models and theories at a superficial and descriptive level. It will also have limited application to the chosen organisation. Limited research skills are shown, and there are significant problems with the report's structure or limited accuracy in expression. Limited evidence of interaction with learning materials.

The student has demonstrated an adequate knowledge base of STP and branding. Basic definitions may be provided and adequate knowledge of models and theories and discusses superficially/generically how this could be applied to the chosen organisation.

Some problems with the structure of the report and some omission of sources.

Adequate use of learning resources with little self-direction. The work is largely descriptive. Some difficulty with structure and accuracy in expression but developing practical/professional skills.

The student has demonstrated a sound knowledge base of STP and branding.

Provided a sound definition but could be more detailed, likely to have mostly specific data (some generic also present) with some autonomy in research but needs to be more consistent.

Relatively structured and mainly accurate expression.

Sound use of learning resources. Acceptable structure/accuracy in expression. Sound level of academic/intellectual skills going beyond description at times. Sound practical/professional skills. Inconsistencies in self-direction.

The student has demonstrated a good knowledge base of STP and branding.

Good definitions with clear examples, good underpinning of models and theories learnt in the module, likely to be specific to the chosen organisation.

Good management of learning resources with consistent self- directed research. The report is expected to be well structured with accurate expression in most areas.

The student has demonstrated an excellent knowledge base of STP and branding with detailed definitions and excellent applied examples underpinned by learnt models and theories. The models and theories will be highly relevant to the chosen organisation.

Excellent management of learning resources with consistent self- directed research. The report is well structured, accurately expressed in most areas.

The student has demonstrated an outstanding knowledge base by exploring and analysing STP and branding with evident originality and autonomy of research skills.

Arguments and analysis will be underpinned with relevant and models and theories. The work will exceed the assessment brief in many areas, demonstrate intellectual originality.

Outstanding management of learning resources with a degree of autonomy/exploration that clearly exceeds the brief. An exemplar of structured/accurate expression. Demonstration of intellectual originality and imagination. Outstanding team/practical/professional skills.

The student has demonstrated an exceptional knowledge base of their discipline with extraordinary originality and autonomy. Exceptional management of learning resources with a high regard for autonomy and exploration that clearly exceeds the assignment brief. Exceptional structure with highly accurate expression.

40 marks

0-11

12-15

16-19

20-23

24-27

28-31

32-35

36-40

Marketing mix

and Measures of Success

The task was not followed, and there

was minimal,

The student has demonstrated little evidence of knowledge of the Marketing mix and

Measures of Success with limited

The student has demonstrated an

adequate knowledge

The student has demonstrated a sound

knowledge base of the

The student has demonstrated a good knowledge base of the Marketing mix and Measures of Success,

Good definitions with clear examples, good

The student has demonstrated an

excellent knowledge

The student has demonstrated an

outstanding knowledge

The student has demonstrated an

exceptional knowledge

deficient or no

base of the Marketing

Marketing mix and

base of the Marketing

base by exploring and

base of their discipline and

evidence of the

mix and Measures of

Measures of Success.

mix and Measures of

evaluate the Marketing mix

related theory with

assessment criteria

Success. Basic

Provided a sound

Success with detailed

and Measures of Success

extraordinary originality

having been met.

use of related taught models and theories at a superficial and descriptive level. It will also have limited application to the chosen organisation. Limited research skills are shown, and there are significant problems with the report's structure or limited accuracy in expression. Limited evidence of interaction with learning materials

definitions may be

definition but could be

underpinning of models and theories learnt in the module, likely to be specific to the chosen organisation. Good management of learning resources with consistent self- directed research. The report is expected to be well structured with accurate expression in most areas.

definitions and

with evident originality and autonomy of research skills.

Arguments and evaluation will be underpinned with relevant and models and theories. The work will exceed the assessment brief in many areas, demonstrate intellectual originality. Outstanding management of learning resources with a degree of autonomy/exploration that clearly exceeds the brief. An exemplar of structured/accurate expression. Demonstration of intellectual originality and imagination. Outstanding team/practical/professional skills.

and autonomy. The student

For example, the

provided and adequate

more detailed, likely to

excellent applied

will demonstrate

student did not

knowledge of models

have mostly specific

examples underpinned

exceptional evaluation of

submit the correct

and theories and

data (some generic

by learnt models and

data exploring and

work or follow any

discusses

also present) with

theories. The models

analysing with

part of the brief and

superficially/generically

some autonomy in

and theories will be

extraordinary originality

has major problems

how this could be

research but needs to

highly relevant to the

and autonomy.

with the report's

applied to the chosen

be more consistent.

chosen organisation.

structure, for

organisation.

Relatively structured

example,

and mainly accurate

submitting an

expression.

essay.

Some problems with

Excellent management

of learning resources

Additionally, the evaluation was not underpinned by learnt models and theories from the module and the work generally lacked application to the chosen organisation.

the structure of the report and some omission of sources.

Adequate use of learning resources with little self-direction. The work is largely descriptive. Some difficulty with structure and accuracy in expression but developing practical/professional skills.

Sound use of learning resources. Acceptable structure/accuracy in expression.

Sound level of academic/intellectual skills going beyond description at times. Sound practical/professional skills. Inconsistencies in self-direction.

with consistent self- directed research. The report is well structured, accurately expressed in most areas.

50 marks

0-14

15-19

20-24

25-29

30-34

35-39

40-44

45-50

Academic Skills

Very weak

research, academic

The student has demonstrated weak

The student has

demonstrated adequate

The student has demonstrated sound

The student has demonstrated good

The student has demonstrated

The student has

demonstrated outstanding

The student has

demonstrated exceptional

referencing skills;

research, academic skills with many omissions or wrong references throughout.

Incomplete or weak introduction, company profile and conclusion.

research, academic

research, academic skills and has some omissions and some incorrect referencing. Harvard style mostly followed with some lapses.

Sound introduction, company profile and conclusion.

research, academic skills and may or may not have minor omissions. Mainly consistent throughout with Harvard style.

Good introduction, company profile and conclusion.

excellent research, academic skills with no omissions throughout. Harvard referencing is consistent throughout and may or may not have some originality of sources that exceed the assessment criteria.

Excellent introduction, company profile and conclusion.

academic skills with no

research, academic skills

Harvard

skills and may or may

omissions throughout.

and has extraordinary

referencing not

not have omissions or

Harvard referencing is

originality and autonomy of

followed or

incorrect referencing.

consistent with obvious

sources.

missing. Major

Harvard style is

originality of sources that

omissions of many references.

followed but likely not consistent.

exceeds the assessment expectations.

Exceptional introduction, company profile and conclusion.

Entirely missing an

introduction, company profile

Adequate introduction,

company profile and conclusion.

Outstanding introduction, company profile and conclusion.

and conclusion, or

one or more is

missing.

10 marks

0-2

3

4

5

6

7

8

9-10

Level 5 reflects continuing development from Level 4. At this level students are not fully autonomous but are able to take responsibility for their own learning with some direction. Students are expected to locate an increasingly detailed theoretical knowledge of the discipline within a more general intellectual context, and to demonstrate this through forms of expression which go beyond the merely descriptive or imitative. Students are expected to demonstrate analytical competence in terms both of problem identification and resolution, and to develop their skill sets as required.

Mark Bands

Outcome

Characteristics of Student Achievement by Marking Band for ARUs

Generic Learning Outcomes (Academic Regulations, Section 2)

Knowledge &

Understanding

Intellectual (thinking), Practical, Affective and

Transferable Skills

90-

100%

Achieves module outcome(s)

Exceptional information base exploring and analysing the discipline, its theory and ethical issues with extraordinary originality and autonomy. With some additional effort, work may be considered for internal publication

Exceptional management of learning resources, with a higher degree of autonomy/ exploration that clearly exceeds the brief.

Exceptional structure/accurate expression. Demonstrates intellectual originality and imagination. Exceptional team/practical/professional skills. With some additional effort, work may be considered for internal publication

80-

89%

Outstanding information base exploring and analysing the discipline, its theory and ethical issues with clear originality and autonomy

Outstanding management of learning resources, with a degree of autonomy/exploration that clearly exceeds the brief. An exemplar of structured/accurate expression. Demonstrates intellectual originality and imagination. Outstanding team/practical/professional skills

70-

79%

Excellent knowledge base, exploring and analysing the discipline, its theory and ethical issues with considerable originality and autonomy

Excellent management of learning resources, with a degree of autonomy/exploration that may exceed the brief. Structured/accurate expression. Excellent academic/ intellectual skills and team/practical/professional skills

60-

69%

Good knowledge base; explores and analyses the discipline, its theory and ethical issues with some originality, detail and autonomy

Good management of learning with consistent self-direction. Structured and mainly accurate expression. Good academic/intellectual skills and team/practical/ professional skills

50-

59%

Sound knowledge base that begins to explore and analyse the theory and ethical issues of the discipline

Sound use of learning resources. Acceptable structure/accuracy in expression. Sound level of academic/intellectual skills, going beyond description at times. Sound team/practical/professional skills. Inconsistent self-direction

40-

49%

A marginal pass in module outcome(s)

Adequate knowledge base with some omissions and/or lack of theory of discipline and its ethical dimension

Adequate use of learning resources with little self-direction. Some input to teamwork. Some difficulties with academic/intellectual skills.

Largely imitative and descriptive. Some difficulty with structure and accuracy in expression, but developing practical/professional skills

30-

39%

A marginal fail in module outcome(s)

. Satisfies default qualifying mark

Limited knowledge base; limited understanding of discipline and its ethical dimension

Limited use of learning resources, working towards self-direction. General difficulty with structure and accuracy in expression. Limited academic/ intellectual skills. Still mainly imitative and descriptive. Team/practical/ professional skills that are not yet secure

20-

29%

Fails to achieve module outcome(s) Qualifying mark not satisfied.

Little evidence of an information base. Little evidence of understanding of discipline and its ethical dimension

Little evidence of use of learning resources. No self-direction, with little evidence of contribution to teamwork. Little evidence of academic/intellectual skills and significant difficulties with structure/expression. Very imitative and descriptive. Little evidence of practical/professional skills

10-

19%

Deficient information base. Deficient understanding of discipline and its ethical dimension

Deficient use of learning resources. No attempt at self-direction with inadequate contribution to teamwork. Deficient academic/intellectual skills and major difficulty with structure/expression. Wholly imitative and descriptive. Deficient practical/professional skills

1-

9%

No evidence of any information base. No understanding of discipline and its ethical dimension

No evidence of use of learning resources of understanding of self-direction with no evidence of contribution to teamwork. No evidence academic/ intellectual skills and incoherent structure/ expression. No evidence of practical/professional skills

0%

Awarded for: (i) non-submission; (ii) dangerous practice and; (iii) in situations where the student fails to address the assignment brief (eg: answers the wrong question) and/or related learning outcomes