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Instructions on Assessment:

The module assessment comprises of one individual REPORT, which will count towards 100% of the overall mark.

Individual Report Task: Develop a strategic marketing plan for your own organisation for a period of five years.

Some examples of the prospective areas of focus could be (but not limited to):

  • Branding strategy
  • Internal marketing strategy
  • Social media marketing strategy.

Word limit: 3000 words (excluding references and appendices).

Format: A Business Report

Outline for your report:

  • Title of your report
  • Introduction – Brief introduction on the content of your report.
  • Background – Provide a brief overview of the organisation (including mission and corporate strategy) and the focus of your report.
  • Main Body – Present identified issues, define objectives, propose marketing strategies to achieve these objectives, and predict future outcomes.
  • Conclusion – Briefly summarise and conclude your report
  • References – Provide evidence to support your discussion (e.g. academic papers, trade press, newspaper references, etc.).

High marks will be awarded for work that demonstrates excellent understanding surrounding the key issues and a well-structured systematic discussion. You are expected to have read widely around the subject area and have been able to integrate this reading to support your analysis, proposed plan and outcomes.  

Additional Information:

Articles in academic journals, or those suggested in the Readings, will cover the generic theories covered in the lectures, but will not provide you with detailed information on your organisation. 

You are likely to find information on the company website, in the trade press, newspaper articles, etc.  In some instances, you might find very limited material.  In such cases, think in terms of the following: (1) how can you collect such information and (b) how can you demonstrate to me that this information is reliable. For example, you could collect your own data on e.g. pricing through visiting a number of retail outlets, phone calls, and interviewing marketing director/manager etc.  You could include photographs to document promotional campaigns, etc. Include footnotes, or endnotes to explain how this information was collected. Please document any effort you made to collect information, even if it was unsuccessful.

To critically analyse the marketing strategies adopted by your case of studies you will need to link the information you have collected about your organisation with the theoretical, and often very general, literature that is presented in academic journals, and textbooks. 

Referencing:All student coursework should be properly referenced as follow:

In text:

Please make sure that you correctly reference all information sources used and it is very important that you quote correctly from reference sources. Please keep in mind, that if you copy a section word by word from a source, you have to show this in your essay by starting this section with ” and ending it with “, the reference should then also include the page number, as illustrated in the example below.

Example: Quelch and Bartlett (1999, p. 1) state that “perhaps the most powerful force driving the globalization revolution has been the need for companies to capture economies at greater than national scale”.

When direct quotation is not used, the reference should be presented as illustrated in the example below.

The additional role of the initiator was introduced by Bonoma (1982) …

In references section at the end:

For books –

Assael H. (1992). Consumer Behaviour & Marketing Action, PWS-Kent, Boston (4th ed).

For articles –

Ford, D. (1980). The Development of Buyer-Seller Relationships in Industrial Markets. European Journal of Marketing, Vol. 14, No 5/4, pp. 339 – 353.        

Late submission of work

Where coursework is submitted without approval, after the published hand-in deadline, the following penalties will apply.

For coursework submitted up to 1 working day (24 hours) after the published hand-in deadline without approval, 10% of the total marks available for the assessment (i.e.100%) shall be deducted from the assessment mark.

For clarity: a late piece of work that would have scored 65%, 55% or 45% had it been handed in on time will be awarded 55%, 45% or 35% respectively as 10% of the total available marks will have been deducted.

The Penalty does not apply to Pass/Fail Modules, i.e. there will be no penalty for late submission if assessments on Pass/Fail are submitted up to 1 working day (24 hours) afterthe published hand-in deadline.

Coursework submitted more than 1 working day (24 hours) after the published hand-in deadline without approval will be regarded as not having been completed. A mark of zero will be awarded for the assessment and the module will be failed, irrespective of the overall module mark.

For clarity: if the original hand-in time on working day A is 12noon the 24 hour late submission allowance will end at 12noon on working day B.

These provisions apply to all assessments, including those assessed on a Pass/Fail basis.

Word limits and penalties

If the assignment is within ±10% of the stated word limit no penalty will apply.

The word count is to be declared on the front page of your assignment and the assignment cover sheet.  The word count does not include:

Title and Contents page Reference list Appendices Appropriate tables, figures and illustrations
Glossary Bibliography Quotes from interviews and focus groups.

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