London School of Science and

Technology
Level 4 Foundation
FdA Business

MC4F12
Units:
MC4F12 – Introduction to Marketing

Assignment Title: Marketing Campaign Strategies on

an International Stage
Dawn Calderwood
Module Leader:
06th February 2017
Issued on:
Deadline: 15th January 2018
(Note intermediate Tasks Deadlines)

Submitted on:
(Student to Insert Date)
Student Name:
Student ID: H
Campus: Alperton
London Met Registration Number:
Instructions & Learner Declaration
 An electronic copy of your assessment must be fully uploaded by the deadline date and time.
 You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included
within the same MS Office Word or PDF document.
 The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as
your final submission.
 Review the mitigating circumstances policy for information relating to extensions.
 The file size must not exceed 20MB.
 Answer the criteria in order, clearly indicating the pass criteria number.
 Ensure that all work has been proof-read and checked prior to submission.
 Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text,
font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.
 Use the Harvard referencing system; otherwise it will be considered as plagiarised work.
 Ensure that you back-up your work regularly and apply version control to your documents.
 Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it will be treated
as a non-submission.
 You must NOT submit a paper copy or email of this assessment to any member of staff at LSST.
 Your work must be original with the appropriate Harvard referencing. You will be penalised for none or wrong
referencing.
 I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Signature & Date:

 Introduction and guidance

This assessment enables you to meet the requirements of one unit of the Foundation in Business.

Module: Introduction to Marketing.

The assessment requires you to develop and demonstrate your skills and knowledge in Introduction
to Marketing based on your application of Marketing theories and models. To complete the given
tasks you will need to draw upon your experience during the course, workplace as well as any
relevant work experience.

You have to make sure that the coursework you produced for this course addresses the relevant
assessment criteria listed under each part. All parts must be completed and submitted.
 Assessment 1: Group Presentation and Speaker Notes
This assessment consists of a group presentation with speaker notes. The presentation will be recorded
on video by the group and a time stamped link submitted. (3,000 words speaker notes, excluding
appendices, references).

Read the scenario below before undertaking the task which follow:

Your team has been assigned the task of investigating the marketing strategy of an organisation on an
international stage.

1. Creating a marketing campaign based on the results of your investigation.

You will need to examine the company and its marketplace. Identify and analyse the marketing
strategies implemented by the company and provide a detailed analysis. Assess and critically analyse
the information you have collected and provide an improvement upon at least 1 of the key marketing
strategies that the company is utilising. The key here is to provide evidencing and support to your
decision.

2. Provide supporting documentation for a meeting with the organisations board of directors.

Here you will need to identify and examine the key competitors in the marketplace. The key will be to
identify relevant and valid data which will provide you with detailed reasoning for the competitors
selected marketing strategies.

Organisations and locations will be provided on Week 3. All presentations will be on recorded onto video
software. The video will be 15 minutes in length, with a 5 minute question and answer session at the end. All
group members should appear at least once within the video and all group members should be involved in
speaking within the video. Prepare a briefing document outlining your presentation, including speaker’s
notes.

Organisations Assigned to Groups within tutorials:

Suggested Structure: Group Presentation

Professional: This Marketing Campaign should demonstrate your understanding and approaches
to marketing in business. The layout should reflect the knowledge and application of marketing
theories, models and real world experience gained throughout the module. Your presentation should
be tailored towards top management.

Video Content: This should be clear and concise, showing graphs and diagrams supported by research
and critical analysis.

Assignment 3 needs to be submitted through Turnitin via the student portal, by week 29 08/01/2018
5pm. Timing and methods of feedback: written feedback in up to 15 working days.

Assignment Marking Scheme:

Market structure and trends 10%

Segmentation, targeting and positioning strategy 25%

Product description/specification and branding strategy 20%

Pricing strategy and recommended retail price 10%

Retail distribution strategy 15%

Integrated marketing communications strategy 10%

Video Presentation 10%

THE ASSIGNMENT MUST BE UNDERPINNED BY APPROPRIATE ACADEMIC THEORIES AND
MODELS.

NOTE: ABSTRACT, CONTENTS AND LIST OF REFERENCES DO NOT COUNT TOWARDS THE WORD LIMIT.

Turnitin Required: YES

TurnitinUK website: www.submit.ac.uk Remember to exclude references and bibliography

when printing out your Turnitin Originality Report.

Your work will receive a mark of ZERO (0%) if submitted after this deadline without a valid
extension signed by the Programme Manager.

The following forms MUST be included with your work (unless stated otherwise):

1. TURNITIN ORIGINALITY REPORT: You must exclude the references and bibliography.
2. COURSEWORK SELF-EVALUATION LOG: Download this form from Moodle.

ACADEMIC MISCONDUCT – PLEASE READ CAREFULLY

LSST take all allegations of academic misconduct extremely seriously; your assignment must be
your own work and show appropriate referencing.

Students found to have engaged in any form of academic misconduct (e.g. plagiarism, collusion,
falsification of data) will be penalised in accordance with London Metropolitan University’s
assessment offence procedures.
 Introduction to Marketing - BA6001

Assessment Information

Note: The specific assignment details and the tasks can be found on LSST Connect site.

Cross-Referencing of Module Outcomes to Module Assessment

Type of Assessment

Assignment 1 Assignment 2 Assignment 3

Module Learning Outcomes Individual Report Individual Group Presentation

Structured Portfolio with speakers notes
5000 Words
2000 Words 3000 Words
(50%)
(20%) (30%)

Demonstrate an understanding of the

key marketing theories, models, ✓ ✓
processes and tools.

Apply knowledge and use the

appropriate tools and techniques to
undertake a basic marketing audit and ✓ ✓ ✓
analysis of current marketing
performance and strategy.

Analyse and recommend marketing

mixes appropriate to target segments ✓ ✓ ✓
and markets.

Identify the principles and concepts

underlying segmentation, targeting ✓
and positioning.

Work in groups to carry out research

and present information on a ✓
company’s key marketing segments.
Assessment Criteria for All Assessments

% Grade Criteria
Excellent. Outstanding output with only minor errors. Required knowledge and
understanding of appropriate theoretical concepts and their associated analytical
techniques are comprehensive in terms of breadth and depth. Ability to employ,
contextualise, and interrelate, appropriate theoretical concepts is significant. Analysis,
70-100 A interpretation of research data and application are outstanding as is the ability to use
% research findings to develop objectives and strategies on the face of challenges and
opportunities. Answers are characterised by independent thought, reflection and clarity.
Overall output is highly literate, focused, evaluative with sustained arguments, and fluent.
Excellent set of references to relevant bibliography.

A Very Good. Above the average standard output but with some errors. Required
knowledge and understanding of appropriate theoretical concepts and their
associated analytical techniques is evident and overall work is of a very good level.
Ability to employ, contextualise and link relevant theoretical concepts between them
B is very good but sometimes broad in nature. Analysis, interpretation of data and
60-69
application abilities are effective and answers are clear indicating independent
% thought and reflection. Overall output is literate, focused, evaluative and coherent,
but arguments are not consistent at the same level all of the times. Good overall
ability of using research findings to develop future objectives and appropriate
strategies on the face of identified challenges and opportunities. Appropriate range
of references to relevant bibliography.
Good. Generally sound work but with a number of notable errors. Required knowledge
B and understanding of appropriate theoretical concepts and their associated analytical
C
techniques are reasonable but research, analysis and application abilities are restricted
50-59 as are linkages between theory and practice. There is a tendency for assertion rather
% than valid arguments based on analysis but interpretative and evaluative abilities are
indicated in a somewhat good context. Relatively good references to relevant
bibliography.

C Satisfactory. Although fair, work has significant shortcomings. Required knowledge and
43-49 D understanding of appropriate theoretical concepts and their associated analytical
techniques are limited. Some degree of accuracy and adequate research abilities are
% indicated. Analysis and application are superficial as is the ability to interpret data and
contextualise. Adequate references to relevant bibliography.

Sufficient. Overall output is weak and is characterised by lack of focus, poor grammar
E and spelling mistakes. However, despite limitations work meets the minimum criteria for
40-42 a basic pass since it indicates adequate research abilities, adequate understanding of
% appropriate theoretical concepts and their associated analytical techniques and has basic
references to relevant bibliography.
E
Referral. Some more work is required before the credit can be awarded. Little evidence
25-39 of required knowledge, understanding or appreciation of relevant theoretical concepts.
FX/R
% Analysis is absent and application abilities are non-existent. Work has little accuracy in
relation to the brief -if any, and overall output is bellow requirements.

Fail. Considerable further work is required. Output is unacceptable. Overall work does
0-24%
F not meet the requirements of the brief and is insufficient to achieve a pass.

END