Assessment brief number (and title where applicable):

Academic Year: 2015 /16

(Please delete as appropriate. If other please specify)

Module assessment detail (approved at validation as amended by module modification)

Module code & title Marketing Management

Module Learning outcomes: Tick ()
if tested
here
LO1 Critically analyse the changing environment(s) within which
organisations operate and the implications for marketing
management.
LO2 Synthesise marketing theory in order to develop marketing plans,
applying appropriate models, tools and techniques.
LO3 Formulate control mechanisms in order to evaluate the
effectiveness of the marketing plan.
Assessment types Weighting
s (%)
100
Assignment

Assessment type, weighting and LOs tested by this assessment indicated in the shaded area above by a
Important requirements (Delete where appropriate, if other please provide detail)
Mode of Working: individual
Presentation Format: assignment
Method of Submission: Electronic submission
Mark required to pass this coursework: 50%
(Complete following detail)
Hand in date & time
Date & method by which you
will receive feedback
Written feedback 4 weeks after submission

Resit/retrieval date 10 weeks after the original submission

Assessment limits (in accordance No more than: 6000 words, excluding appendices
with UWBS assessment tariff)

Do clearly state your student number when submitting work but do not indicate your name.
Always keep a copy of your work.
Always keep a file of working papers (containing, for instance, working notes, copied journal article
and early drafts of your work, etc.) that show the development of your work and the sources you have
used. You may need to show this to tutor at some point so notes should be clear and written in
English. This is an important requirement. There may be circumstances where it is difficult to arrive
at a mark for your work. If this is so you may be asked to submit your file within 3 working days and
possibly meet with your tutor to answer questions on your submission.

Explanation of submission requirements and further guidance

1 | Page A s s e s s m e n t B r i e fi n g f o r S t u d e n t s
 Assessments are subject to a word limit to ensure consistency of approach across all
modules. Your work should not exceed the limit indicated (excluding references and
appendices). Do not feel that you have to achieve this word count in your work. What is
important is that the work satisfies the stated learning outcomes which are articulated through
the assessment criteria (see following page).
Care is taken to ensure that work has been marked correctly. Checks are conducted by both
a second lecturer and an independent expert from outside the University on batches of work.
Your work will not be returned to you but you will receive detailed feedback explaining how
your mark has been arrived at and how your work could have been improved upon.
Always use the Harvard style referencing system. The Universitys Learning Information
Services have produced a series of guides covering a range of topics to support your studies
and develop your academic skills including a guide to Harvard referencing

Expensive or elaborate bindings and covers for submissions are not required in most
instances. (Refer to guidelines however in the case of dissertations).
The Business School has a policy of anonymous marking of individual assessments which
applies to most modules. You should not identify yourself directly in the work you submit and
you may need to use phrases such as the author of this assignment .in the detail of your
submission.

Avoid academic misconduct

Warning: Collusion, plagiarism and cheating are very serious offences that can result in a
student being expelled from the University. The Business School has a policy of actively
identifying students who engage in academic misconduct of this nature and routinely applying
detection techniques including the use of sophisticated software packages.
Avoid Collusion. The Business School encourages group working, however to avoid
collusion always work on your own when completing individual assessments. Do not let
fellow students have access to your work at any stage and do not be tempted to access the
work of others. Refer to your module tutor if you do not understand or you need further
guidance.
Avoid Plagiarism. You must use available and relevant literature to demonstrate your
knowledge of a subject, however to avoid plagiarism you must take great care to
acknowledge it properly. Plagiarism is the act of stealing someone else's work and passing it
off as your own. This includes incorporating either unattributed direct quotation(s) or
substantial paraphrasing from the work of another/others. For this reason it is important that
you cite all the sources whose work you have drawn on and reference them fully in
accordance with the Harvard referencing standard. (This includes citing any work that you
may have submitted yourself previously). Extensive direct quotations in assessed work is ill
advised because it represents a poor writing style, and it could lead to omission errors and a
plagiarism offence could be committed accidentally.
Avoid the temptation to commission work or to cheat in other ways. There are
temptations on the internet for you to take short cuts. Do not be tempted to either
commission work to be completed on your behalf or search for completed past academic
work.
When you submit your work you will be required to sign an important declaration that the
submission is your own work, any material you have used has been acknowledged and referenced,
you have not allowed another student to have access to your work, the work has not been submitted
previously, etc.

Assessment Brief/ Task

The detailed requirements for this task are as follows:

2 | Page A s s e s s m e n t B r i e fi n g f o r S t u d e n t s
 You have been appointed as a Marketing Consultant. In this role you are required to prepare a three-year
marketing plan for The Ski Club in the UK market

Task 1. You are required to produce a summary of an environmental appraisal analysis for the company, The
Ski Club in the U.K. market. - LO1 (20% weighting).

Task 2. Identify two new target markets appropriate to the company, The Ski Club in the U.K. market. This
must include full justification of the target markets, customer profiling and positioning LO2 (35% weighting).

Task 3.Develop differentiated marketing mixes for each target market identified in part 2 (above). This must
include marketing objectives and control sections for each mix. All recommendations must be fully justified
LO2, LO3 (45% weighting)

The following information is important when:

Preparing for your assessment
Checking your work before you submit it
Interpreting feedback on your work after marking.

Assessment Criteria
The module Learning Outcomes tested by this assessment task are indicated on page 1. The precise
criteria against which your work will be marked is as follows:

Summary of environmental appraisal analysis LO1 (20% weighting)

Identification of two target markets appropriate to This must include full justification of the
target markets, customer profiling and positioning LO2 (35% weighting)
Development of differentiated marketing mixes for each target market identified in part 2
(above). This must include marketing objectives and control sections for each mix. All
recommendations must be fully justified LO2, LO3 (45% weighting)

Performance descriptors
Performance descriptors indicate how marks will be arrived at against each of the above criteria. The
descriptors indicate the likely characteristics of work that is marked within the percentage bands indicated.
1. Summary of environmental appraisal analysis LO1 (20% weighting) for The Ski
Club in the U.K. market.

70+% An excellent analysis of the internal and external environments using a range of
appropriate analytical tools and evidence.

60-69& Evidence of a very good analysis of the internal and external environment that
provides a very good basis for the development of a marketing plan.

55-59% Demonstrates a sound analysis providing a solid insight into the organisation and

3 | Page A s s e s s m e n t B r i e fi n g f o r S t u d e n t s
 its external environment.

50-54% Some soundly based analysis that provides satisfactory evidence of an

appropriate, albeit limited, understanding of the internal and external
environments.

40-49% Insufficient evidence of an appropriate analysis that provides a meaningful insight

into the organisation and its environment. Narrow, inappropriate use of analytical
tools and supporting evidence.

0-39% Fails to meet the criteria. Insufficient, incomplete or inappropriate use of analytical
tools and supporting evidence.

2. Identification of two new target markets appropriate to the company, The Ski Club, in the U.K.
market. This must include full justification of the target markets, customer profiling and positioning
LO2 (35% weighting)
70% + Clear evidence of an excellent ability to successfully identify target markets and
then provide a comprehensive justification, customer profile and positioning
statement for each one.

60-69% Evidence of a very good ability to successfully identify target markets and then
provide a good justification, customer profile and positioning statement for each
one.

55-59% Evidence of a solid ability to identify target markets and then provide an
appropriate justification, customer profile and positioning statement for each one.

50-54% Some evidence of an ability to identify target markets and then provide satisfactory
justification, customer profile and positioning statement for each one. Partial in its
treatment and possibly lacking independent thought and creativity.

40-49% Poor identification of target markets that is lacking in soundly based justification,
customer profiling and positioning statement. Poor ability to utilise the findings
from the analysis in identifying appropriate target markets.

0-39% Fails to meet the criteria. Insufficient, incomplete or inappropriate identification,

justification, consumer profiling and positioning.

3. Development of differentiated marketing mixes for each target market identified in

part 2 (above). This must include marketing objectives and control sections for each
mix. All recommendations must be fully justified LO2, LO3 (45% weighting)

70%+ Clear evidence of an excellent ability to successfully synthesise theoretical

frameworks, models and tools into practice, resulting in the development and
comprehensive justification of differentiated marketing mixes for each target
market (including objectives and control mechanisms).

60-69% Evidence of a very good ability to successfully synthesise theoretical frameworks,

models and tools into practice, resulting in the development and good justification
of differentiated marketing mixes for each target market (including objectives and
control mechanisms).

55-59 Evidence of a solid ability to synthesise theoretical frameworks, models and tools into
practice, resulting in the development and appropriate justification of differentiated
marketing mixes for each target market (including objectives and control mechanisms).

4 | Page A s s e s s m e n t B r i e fi n g f o r S t u d e n t s
50-54% Some evidence of an ability to synthesise theoretical frameworks, models and tools into
practice, resulting in the development and justification, albeit limited, of satisfactory
differentiated marketing mixes for each target market (including objectives and control
mechanisms).

40-49% Unsatisfactory evidence of an ability to synthesise theoretical frameworks, models and

tools in practice, resulting in the development and justification of limited marketing mixes
for each target market. The marketing mixes are not clearly differentiated and do not
include appropriate objectives and control mechanisms.

0-39% Fails to meet the criteria. Insufficient ability to synthesise theoretical frameworks, models
and tools in practice, resulting in an incomplete and inappropriate development and
justification of marketing mixes for each target market.

To help you further:

Refer to the WOLF topic for contact details of your module leader/tutor, tutorial inputs,
recommended reading and other sources, etc. Resit details will also appear on WOLF.
The Universitys Learning Information Services offer support and guidance to help you with
your studies and develop your academic skills

5 | Page A s s e s s m e n t B r i e fi n g f o r S t u d e n t s