Mark SchemeFinal assessment
Module Code MOD003507
Module Title Principles and Practice of Marketing
Level 5
Academic Year 2014 – 15
Semester 1
Assessment Number 2 of 2
Weighting 50%
Type of Assessment Assignment
Word Limit 3000 words
Written By Paul Weeks
Checked By Internal scrutiniser
Learning Outcomes Assessed No Type On successful completion of this module the student will be expected to be able to:
1 Knowledge and Understanding Critically evaluate and give evidence of both past and current marketing management concepts and theories and critically appraise the way in which marketing theory relates to marketing practice;
2 Knowledge and Understanding Demonstrate knowledge of the marketing planning process through the formation of marketing strategies;
3 Intellectual, practical, affective and transferable skills Analyse the problems associated with strategic planning, and the tactical implications of such planning in relation to the wider social, environmental and international implications;
4 Intellectual, practical, affective and transferable skills Analyse markets and produce affective marketing solutions in the forms of strategies and tactical plans
Additional Guidance To include any content, theories, models, concepts, etc. not stated in the MDF.
As the Marketing Consultant for A Business Consultants Ltd, you are required to produce a strategic plan for the market, brand and country you had identified in the assessment you handed in at the mid-point of the semester. To remind you of the market and country that you chose, they are listed below. DO NOT CHOOSE A NEW MARKET, OR COUNTRY.
Market Country
Shampoo, conditioners and treatments Australia
Facial skincare Brazil
OTC painkillers and cold and flu remedies China
Soap, bath and shower products Germany
Crisps and salty snacks Mexico
Cakes and cake bars United States
Household Polishes and Specialist Cleaners Turkey
White spirits and RTDs Russia
Task
Produce a strategic plan for the introduction of the new product or service into the country you have chosen.
Marking Guide
Description Learning outcomes covered Maximum mark %
Produce three objectives for the company for the next five years to incorporate the introduction of the new product or service. 2, 4 10
Devise a strategy for the company to meet the objectives outlined above 2, 4 10
Outline an in-depth tactical plan for the elements of the marketing mix – branding, pricing, distribution and promotion for the first year of operation of the marketing plan 2, 4 20
Discuss how the marketing plan will be managed and the metrics to be used to monitor its success 2, 4 10
Maximum marks
You must be mindful of how marks are allocated based on your ability to define, analyse and apply the key concepts. The chart below demonstrates how the marks (in percentages) will be allocated according to the criteria shown.
You will notice that without any analysis or understanding you may struggle to pass the module and note that the majority of the weighting in the marks is on understanding and creating/analysing. Similarly, if you only demonstrated application and evaluation the highest mark that you could achieve is 40%.
Additional Notes
Students will be expected to use the theories and models discussed in the lectures to produce the strategic plan and indicate how it is to be implemented.
The models and theories will include – Porter’s generic strategies, branding strategy, product life cycle, new product development, pricing strategy, channel management, marketing communications strategy. The implementation plan will include references to internal marketing strategy, control methods and marketing metrics.8
