Student Assignment Brief

This document is for CU Group students for their own use in completing their assessed work for this
module and should not be passed to third parties or posted on any website. If you require this
document in an alternative format, please contact your Module Tutor.

Assignment Information
The work you submit for this assignment must be your own independent work, or in the case of group
assignment your own groups’ work. More information is available in the ‘Assessment Task’ section of this
assignment brief.

Module Name: Marketing

Module Code: 605MAN

Assignment Title 4000 word Marketing Plan

Assignment Due: 01/07/2024 at 18:00 UK Time

Assignment Type: Pass or Fail Percentage Grade

(Core Assessment) (Applied Core Assessment)
Only one of the
following apply to this You will be provided with either a You will be provided with an overall grade
assignment task. pass or a fail grade. You will have 2 between 0% and 100%. You have one
attempts to successfully complete opportunity to pass the assignment at or
your assessment before the end of above 40%.
the module.

Assignment Task
In this assignment, you are required to export a Sri Lankan Indigenous medicine with a value addition to a
foreign market. You are advised to research this area thoroughly and access recent developments from a
wide variety of media sources and trade publications to illustrate your points.

For the purpose of this assessment, you are the marketing director for a Indigenous medicine manufacturer.

Your company is keen to understand whether the sector has export potential and you have been tasked to
prepare a written brief to assess the sector’s business environment and identify the be addressed using well
thought through marketing strategies.

Scenario
As the head of marketing of an indigenous medicine manufacturing company, you are tasked to investigate
the attractiveness and competitiveness of the industry and assess the business potential for overseas
markets. The analysis should be on both internal and external environment to understand the opportunities
in the international markets. Subsequently prepare a comprehensive Marketing Plan with STP and
Marketing Mix strategies that includes solid brand building strategies and digital marketing strategies which

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is related to marketing.

Requirement
Select an organization in the indigenous medicine manufacturing and produce a 4000-word Marketing Plan,
which should cover the following:

1.Analyse and critically comment on the role of the marketing function in achieving the core objectives of
the selected organization.

2.You are required to conduct an environment audit of the organisation to have a deep understanding
about the companies’ capabilities and weaknesses as well as the industry competitiveness and company’s
competitive position. Also do conduct a comprehensive external environment analysis to understand the
potential threats and Include at least Ten (10) references from annual reports, Newsletters, Journals,
Bulletins and Reports etc. to your report.

3. Assess the results of business environment audit, set time bound and specific corporate objectives along
with related marketing objectives that are required to expand the business internationally with a value
additions.

4. Critically evaluate marketing strategies which include the segmenting, targeting and positioning of your
business along with the marketing mix strategies. Also discuss the Importance of Brand Building strategies
form stakeholders perspective and use of digital marketing strategy in it when entering in to new markets.

5. Distinguish and decide successful marketing programs to take advantage of differences, similarities and
opportunities in international markets.

6. Examine and critically assess the skills needed for a marketing manager and analyse their role in
managing the marketing team to implement and execute the set strategies more efficiently and effectively

7. Critically evaluate the importance of proper controlling mechanisms to ensure the achievement of the
strategic objectives adopted by the company.

8. Differentiate between the current marketing campaigns of the company in different international
markets with the planned campaign

Submission Instructions:

 The marketing plan should be submitted to the relevant submission link on Aula.
 Formatting of submission – the marketing plan should be in Microsoft Word format not PDF.

Marking and Feedback

Your assignment will be marked by the module team . Provisional grades will be released by the module
team upon completion . Feedback will be provided by the module team alongside grades release .

Feedback can be accessed in the respective submission link on Aula.

Details of the marking criteria for this task can be found at the bottom of this assignment brief.

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Module Learning Outcomes:

The Learning Outcomes for this module align to the marking criteria which can be found at the end of this
brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task.
The following module learning outcomes are assessed in this task:

1 Analyse and critically comment on the role of effective marketing in order to achieve organisations
objectives
2 Critically evaluate the organisations current markets and/or sectors within which it operates.
3 Evaluate contemporary marketing techniques and their use in Global and International markets.
4 Critically examine skills of a marketing manager and analyse their role in the effective management of the
marketing team.
5 Critically assess the impact and value of a brand from a number of different stakeholder perspectives.
6 Differentiate between an organisations marketing campaign in different international markets.

Assignment Support and Academic Integrity

Late Submission

If you are not able to complete your coursework on time due to extenuating circumstances*, the ONLY way
to receive an extension (up to 5 working days) or a deferral (anything longer than 5 working days) is to apply
using the online portal where you will also be able to find more information about extensions and deferrals
any evidence required.

*Extenuating circumstances are defined by CU as ‘genuine circumstances beyond your control or ability to
foresee, and which seriously impair your assessed work’. Please note that you will need to provide third
party evidence to support your reasoning for requiring an extension or deferral. Your course tutor is NOT
able to approve an extension or a deferral. If you have not completed the official forms, your work will
count as not submitted and receive a zero mark.

Spelling, Punctuation, and Grammar:

You are expected to use effective, accurate, and appropriate language within this assessment task.
Academic Integrity:

The work you submit must be your own work. We use detection software and make routine checks for
evidence of academic misconduct. Definitions of academic misconduct, including plagiarism, self-plagiarism,
and collusion can be found on the Student Portal. All cases of suspected academic misconduct are referred
for investigation, the outcomes of which can have profound consequences to your studies. For more
information on academic integrity please visit the Academic and Research Integrity section of the Student
Portal.

Support for Students with Disabilities or Additional Needs:

If you have a disability, long-term health condition, specific learning difference, mental health diagnosis or
symptoms and have discussed your support needs with health and wellbeing you may be able to access
support that will help with your studies.

If you feel you may benefit from additional support, but have not disclosed a disability to the University, or
have disclosed but are yet to discuss your support needs it is important to let us know so we can provide the
right support for your circumstances. Visit the Student Portal to find out more.

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Guidance Notes and Considerations

Referencing

Access, Foundation and Undergraduate

You should use APA 7th edition style of referencing.
Referencing guidance can be accessed on the Library’s LibGuides pages.

Law
You should use OSCOLA referencing.
Referencing guidance can be accessed on the Library’s LibGuides pages.

Retakes or deferrals where CU Harvard referencing was previously used

If you have previously used the CU Harvard style of referencing, you can continue to use this until you
graduate. Although you can choose to make the switch to APA at any time, you must use a single consistent
style of referencing within each assessment.

Referencing guidance can be accessed on the Library’s LibGuides pages.

Use of Sources and Information

You can access high quality, authoritative information via the library. Use LibGuides to access Locate, BibliU
and research guidance.

Academic Writing Resources

There are a variety of academic writing resources available which can be accessed via LibGuides. These
writing guides can help with different types of assessment as well as important writing skills needed for
university.

Glossary of Assessment Terms for Assessment Writing – this is an a-z that covers the majority of terms used
in assessment briefs, learning outcomes and feedback throughout the CU Group. If you would like any
further support with your assessment, you can contact your Academic Writing Developer or visit the
Academic Writing LibGuides page.

If you would like to book an Academic Writing appointment for support with your assessment, you can
contact your Writing Developers:
CUC: [email protected]
CUS: [email protected]
CUL Dagenham: [email protected]
CUL Greenwich: [email protected]

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Academic Integrity Guidance

The best way to avoid academic misconduct is to follow appropriate academic and referencing conventions.

Further guidance on academic integrity and conduct can be found using LibGuides.

Collusion between students (where sections of your work are similar to the work submitted by other
students in this or previous module cohorts) is taken extremely seriously and will be reported to the
Academic Conduct Panel. This applies to all coursework and exam answers. If you would like more guidance
on understanding collusion, you can find it on LibGuides.

If an assessment suspected of involving a breach of academic integrity is found to display a marked

difference in writing style, knowledge and skill level from that demonstrated elsewhere on the course, you
may be required to undertake a Viva Voce in order to prove the coursework assessment is entirely your own
work.

Proofreading of assessments by CU approved proofreaders is permitted. There is a list of approved proof

readers along with guidelines for use. However, please remember that proofreading is a lengthy and
detailed process for which there is a cost. If you decide to use a proofreader, please take this into account
and contact them at least 10 days in advance of your assessment deadline.

You must not submit work for an assessment that you have already submitted (partially or in full), either for
your current course or for another qualification of this university, unless this is specifically provided for in
your assessment brief or specific course or module information.

It is important to realise that as a student you should not submit all or part of an assessment for which you
have already received academic credit, to be used for an assessment in a different module. Reusing your
own work in this way is called self-plagiarism. Where you wish to refer to some of your own work you must
reference it in the same way that you reference work by other people.

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Coventry University Generic Assessment Criteria: Undergraduate

Mark Outcome Guidelines

band
1st - Exceptional work with very high degree of understanding, creativity, and critical/analytic skills. Evidence of
exceptional research well beyond minimum recommended using a range of methodologies. . Exceptional
80-100% understanding of knowledge and subject-specific theories. Demonstrates creative flair, a high degree of originality
and autonomy.

Exceptional ability to apply learning resources. Demonstrates well-developed problem-solving skills. Work
1st completed with very high degree of accuracy and proficiency and autonomy. Exceptional communication and
expression, significant evidence of professional skill set. Student evidences deployment of a full range of exceptional
technical, including proficiency in the English Language, and/or artistic skills.
1st - Excellent work with clear evidence of understanding, creativity and critical/analytical skills. Thorough research
well beyond the minimum recommended using methodologies beyond the usual range. Excellent understanding of
70-79% knowledge and subject-specific theories with evidence of considerable originality and autonomy.
Meets learning
Excellent ability to apply learning resources. Demonstrates consistent, coherent substantiated argument and
outcomes
interpretation. Demonstrates considerable creativity and clear problem-solving skills. Assessment completed with
1st accuracy, proficiency, and considerable autonomy. Excellent communication and expression, some evidence of
professional skill set. Student evidences deployment of a highly developed range of technical, including proficiency in
the English Language, and/or artistic skills.
2:1 - Very good work demonstrating strong understanding of theories, concepts and issues with clear critical analysis.
Thorough research, using established methodologies accurately, beyond the recommended minimum with little, if
60-69% any, irrelevant material present. Very good understanding, evidencing breadth and depth, of knowledge and subject-
specific theories with some originality and autonomy.

Very good ability to apply learning resources. Demonstrates coherent substantiated argument and interpretation.
2:1 Demonstrates some originality, creativity and problem-solving skills. Work completed with accuracy, proficiency, and
autonomy. Very good communication and expression with evidence of professional skill set. Student has a thorough
command of a good range of technical, including proficiency in the English Language, and/or artistic skills.

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 2:2 - Good understanding of relevant theories, concepts and issues with some critical analysis. Research undertaken
accurately using established methodologies, enquiry beyond that recommended may be present. Some errors may
be present and some inclusion of irrelevant material. Good understanding, with evidence of breadth and depth, of
50-59%
knowledge and subject-specific theories with indications of originality and autonomy.

Good ability to apply learning resources. Demonstrates logical argument and interpretation with supporting
evidence. Demonstrates some originality, creativity and problem-solving skills but with inconsistencies. Expression
2:2
and presentation mostly accurate, proficient, and conducted with some autonomy. Good communication and
expression with appropriate professional skill set. Student consistently demonstrates a well-developed range of
technical, including proficiency in the English Language, and/or artistic skills.
3rd - Meet the learning outcomes with a basic understanding of relevant theories, concepts and issues. Demonstrates
an understanding of knowledge and subject-specific theories sufficient to deal with concepts. Assessment may be
40-49% incomplete and with some errors. Research scope sufficient to evidence use of some established methodologies.
Some irrelevant material likely to be present.

Basic ability to apply learning resources. Demonstrates ability to devise and sustain an argument. Demonstrates
rd
3 Class some originality, creativity and problem-solving skills but with inconsistencies. Expression and presentation sufficient
for accuracy and proficiency. Sufficient communication and expression with basic professional skill set. Student
demonstrates technical, including a basic level of proficiency in the English Language, and/or artistic skills.
Fails to achieve Fail – Outcomes not met. Limited understanding of relevant theories, concepts and issues. Little evidence of research
learning outcomes and use of established methodologies. Some relevant material will be present. Deficiencies evident in analysis.
30-39%
Fundamental errors and some misunderstanding likely to be present.

Limited ability to apply learning resources. Student’s arguments are weak and poorly constructed. Limited originality,
creativity, and struggles with problem-solving skills. Expression and presentation insufficient for accuracy and
Fail
proficiency. Insufficient communication and expression and with deficiencies in professional skill set. Student
demonstrates some deficiencies in technical, including in their use of the English Language, and/or artistic skills.
0-29% Fail – Outcomes not met. Clear failure demonstrating very little understanding of relevant theories, concepts and
issues. Minimal evidence of research and use of established methodologies and incomplete knowledge of the area.
Serious and fundamental errors and aspects missing.

Fail Very little evidence of ability to apply learning resources. Student’s arguments are very weak and with no evidence of
alternative views. Little evidence of originality, creativity, and problem-solving skills. Expression and presentation

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deficient for accuracy and proficiency. Insufficient communication and expression and with deficiencies in
professional skill set. Student demonstrates a lack of technical, including in their use of the English Language, and/or
artistic skills.

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