In partnership with the University of Suffolk

BABS Assignment

Assignment Brief
Course/Programme: BA Business
Level: 4
Module Title: Marketing Management
Module Leader:
Assignment titles: Marketing Plan
Assignment number: 1
Weighting:
100%

Date given out: October 2024

Submission date: 16th December 2024
Eligible for late submission (3 Yes
working days, with penalty)?
Method of submission: X Online only Online and paper
copy
Special instructions for
submission (if any):
Date for results and feedback:
Employability skills assessed: C1: Reading, selecting, analyzing and synthesizing
information from a range of sources
C2: Producing different types of document
C3: Participating in discussions
C4: Making presentations
LP1: Develop a strategy for using a range of skills to
improve own learning and performance
 IT1: Preparing information
IT2: Processing and presenting information
S1: Plan personal work schedules
WWO2: Working towards identified targets

Learning outcomes assessed: LO1: Develop knowledge and understanding of key

theories, concepts and models in marketing to guide the
development and execution of marketing strategies.
LO2: Understand the complexity of competitive
environment and discuss its impact on developing
effective marketing decisions and marketing strategies in
organisations.
LO3: Develop the skills to critically analyse marketing
situations and problems facing organisations and assess its
capacity to adapt to a dynamic and uncertain future.
LO4: Develop, recommend and justify, appropriate and
actionable marketing strategies and tactics to an
organisational scenario.

Referencing: In the main body of your submission you must give credit to authors on
whose research your work is based. Append to your submission a
reference list that indicates the books, articles, etc. that you have read or
quoted in order to complete this assignment (e.g. for books: surname of
author and initials, year of publication, title of book, edition, publisher:
place of publication).
Disclosure: Please include the following statement on the title page of the submitted
assignment, followed by your name:
I declare that this assignment is all my own work and that I have acknowledged
all materials used from the published or unpublished works of other people. All
references have been duly cited.

All assignments must be submitted to Turnitin.

Note: the Turnitin version is the primary submission and acts as a receipt for the student.
Late submission of the electronic version of the assignment will result in a late penalty
mark. Penalties for late submission: Up to 72 hours late, maximum mark of 50%. Over 72
hours late, Refer.
Only the UoS Extenuating Circumstances Panel may grant an extension.
Requests for extensions must be submitted 5 days BEFORE the submission deadline

The grade awarded for this piece of work remains provisional until ratified by LSC
Exam Board.
Learning Outcomes tested Assessment CriteriaTo achieve each outcome
(from module descriptor) a student must demonstrate the ability to:
LO1: Develop knowledge and • Discuss theoretical concepts related to
understanding of key theories, concepts and elements of marketing strategy throughout the
models in marketing to guide the paper
development and execution of marketing
strategies.

LO2: Understand the complexity of • Examine the competitive environment in the

competitive environment and discuss its development of marketing strategies and
impact on developing effective marketing tactics
decisions and marketing strategies in
organisations.

LO3: Develop the skills to critically analyse • Identify and adapt marketing strategies to
marketing situations and problems facing internal and external challenges and changes
organisations and assess its capacity to
adapt to a dynamic and uncertain future.

LO4: Develop, recommend and justify, • Use problem-solving and creative skills to
appropriate and actionable marketing provide suggestions and recommendations to
strategies and tactics to an organisational organisations
scenario.
 TASK DESCRIPTION:

TASK

Your Tasks

Company Selection: Select a company with its primary headquarters in the EU or the UK and explicitly
identify the core product (or product line) or service from its portfolio that you will focus on.

Objective: As the newly appointed Marketing Manager for this prominent European company, you are tasked
with revamping the marketing strategies for the selected core product or service. The CEO has emphasized
the need for significant changes to the marketing approach and effective use of technology to advance both
the product/service and the organization as a whole.

You are required to write a report detailing what your plans are and how you intend to implement them
appropriately. Your report should cover the following points:

• Give a brief description of the organisation and some background information on the product (or product
line) or service that you have chosen for the revamping.
• Examine their current STP and marketing mix, focusing on the 4Ps (if it is a product) or the 7Ps (if it is a
service) that your chosen organisation is currently applying. Identify the strengths and the areas for
improvement within this marketing mix.
• Evaluate how the organisation can use appropriate digital marketing strategies, including an analysis of E-
marketing and M-marketing strategies. Analyse how these strategies can contribute to the success of your
organisation.
• Provide recommendations on how your chosen organisation can improve its marketing mix, digital
marketing and M-marketing strategies. Justify all the changes that you are recommending.

Suggested Structure

Title / Cover page (title including the name of the chosen organisation)
Executive Summary / Abstract for not more than 250 words (this will not be part of your word count.
Table of contents (headings, sub-headings with numbering)
Introduction (aim of the report, overview of chosen organisation and the product or service, present structure
of report)
Body (literature, research, discussion, findings)
Conclusion (recommendations based on the findings, summary of key points emerging from the analysis
above)
References (aim for a minimum of 10 different sources; balanced mix of academic sources – books and
journal articles and non-academic sources such as – websites, media sources, reports, statistics etc.)
Appendix (optional) (eg. PEST/ Porters’ 5 forces etc.)

Format: Word File / PDF

Assessment criteria: see grading criteria

4|Page
 LENGTH
REQUIRED
3000 words (+-10%)

FORMATTING AND
LAYOUT
Please note the following when completing your written assignment:
1. Writing: Written in English in an appropriate business/academic style
2. Focus: Focus only on the tasks set in the assignment.
3. Ensure a clear title, course, and name or ID number is on a cover sheet and a bibliography using
Harvard referencing throughout is also provided.
4. Research: Research should use reliable and relevant sources of information e.g. academic books and
journals that have been peer reviewed. The research should be extensive.
5. All referencing should be in Harvard style.

5|Page
 MARKING CRITERIA AND STUDENT FEEDBACK –
ASSIGNMENT (30%)
This section details the assessment criteria. The extent to which these are demonstrated by you determines your mark.
The marks available for each criterion are shown. Lecturers will use the space provided to comment on the achievement
of the task(s), including those areas in which you have performed well and areas that would benefit
from development/improvement.

available

awarde
Marks
Marks
Common Assessment Criteria (applied to all parts of the project)

d
1. Research-informed Literature: Extent of research and/or own
reading, selection of credible sources, application of appropriate
referencing conventions.
20
2. Knowledge and Understanding of Subject: Extent of knowledge
and understanding of concepts and underlying principles associated
with the discipline.
20
3. Analysis: Analysis, evaluation and synthesis; logic, argument and
judgement; analytical reflection; organisation of ideas and evidence
20
4. Practical Application and Deployment: Deployment of methods,
materials, tools and techniques; application of concepts; formulation of
innovative and creative solutions to solve problems.

30

5. Skills for Professional Practice: Attributes in professional practice:

individual and collaborative working; deployment of appropriate
media; presentation and organisation.
10
TOTAL 100

Assignment Mark (Assessment marks are subject to ratification at the Exam

Board. These comments and marks are to give feedback on module work and are for 72 Hours Late Submission Penalties (tick %
guidance only until they are confirmed. ) if appropriate)

6|Page
GENERIC ASSESSMENT CRITERIA

Level 4
In accordance with the Framework for Higher Education Qualifications, at the end of Level 4 students will be expected to have
demonstrated knowledge of the basic underlying concepts and principles of a subject, and an ability to evaluate and interpret
these within the context of that area of study. They should be able to present, evaluate and interpret qualitative and quantitative
data in order to develop lines of argument and make sound judgements in accordance with basic theories and concepts of their
subject(s) of study. They will have learned how to evaluate different approaches to solving problems, and will be able to
communicate the results of their study/work accurately and reliably, and with structured and coherent arguments. They will be able
to undertake further training and develop new skills within a structured and managed environment and will have the qualities and
transferable skills necessary for employment requiring the exercise of some personal responsibility.

Level 4 SATISFACTORY GOOD VERY GOOD EXCELLENT EXCEPTIONAL

FAIL MARGINAL FAIL
(3rd / Pass) (2.2 / Pass) (2.1 / Merit) (1st / Distinction) (1st / Distinction)
Category 0-29% 30-39% 40-49% 50-59% 60-69% 70-84% 85-100%

Engagement Little or no Poor Engagement Engagement Engagement Engagement Exceptional

with evidence of engagement with a limited within with a wide with an engagement
literature reading and/or with essential range of appropriate range of extensive with an
(including reliance on reading. No mostly range of literature, range of extensive
reading,
referencing,
inappropriate evidence of relevant and literature, including relevant and range of
academic sources. wider reading. credible including sources credible relevant and
conventions and Views and Reliance on sources but sources retrieved literature. credible
academic findings inappropriate with some retrieved independently Consistently literature.
honesty) mostly sources, reliance on independently . accurate High-level
unsupported and/or information . Some over- Selection of application of referencing
and non- indiscriminate gained reliance on relevant and referencing. skills
authoritative. use of through class texts rather credible consistently
Referencing sources. contact. than other sources. applied.
conventions Heavily reliant Some sources. Generally
used on omissions Referencing sound

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Level 4 SATISFACTORY GOOD VERY GOOD EXCELLENT EXCEPTIONAL
FAIL MARGINAL FAIL
(3rd / Pass) (2.2 / Pass) (2.1 / Merit) (1st / Distinction) (1st / Distinction)
Category 0-29% 30-39% 40-49% 50-59% 60-69% 70-84% 85-100%
incoherently information and minor may show referencing,
or largely gained errors. minor with no/very
absent. through class Referencing inaccuracies few
contact. conventions or inaccuracies
Inconsistent evident inconsistencie or
and weak use though not s. inconsistencie
of always s.
referencing. applied
accurately or
consistently.
Knowledge Major gaps in Gaps in Limited Knowledge of Competent Excellent Exceptional,
and knowledge knowledge of knowledge the basic knowledge of knowledge detailed
understandi and the basic and underlying the basic and knowledge
ng (Knowledge understandin underlying understandin concepts and underlying understandin and
of the basic g of the basic concepts and g of the basic principles is concepts and g of the basic understandin
underlying
concepts and
underlying principles, underlying accurate with principles. underlying g of the basic
principles of a concepts and with flawed or concepts and a good Exhibits very concepts and underlying
subject.) principles of superficial principles understandin good principles of concepts and
the subject understandin within the g of the field understandin the subject. principles
matter. g. Some subject area. of study but g.
Inclusion of significant Some lacks depth
irrelevant inaccuracies elements may and/or
material. and/or be missing. breadth.
Substantial irrelevant
inaccuracies. material.
Cognitivean Wholly or Largely Limited Good Sound Excellent Exceptional
d almost wholly descriptive attempt at evaluation of evaluation of evaluation of evaluation of
intellectual descriptive work, with evaluation of the underlying the underlying the underlying the underlying
skills work. Little or superficial the underlying concepts and concepts and concepts and concepts and

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Level 4 SATISFACTORY GOOD VERY GOOD EXCELLENT EXCEPTIONAL
FAIL MARGINAL FAIL
(3rd / Pass) (2.2 / Pass) (2.1 / Merit) (1st / Distinction) (1st / Distinction)
Category 0-29% 30-39% 40-49% 50-59% 60-69% 70-84% 85-100%
(Evaluate no evaluation evaluation of concepts and principles. principles. principles. principles
underlying
concepts and
of the the underlying principles, Can interpret Can interpret Can interpret based
principles of a underlying concepts and tending qualitative qualitative qualitative evidence.
subject and concepts and principles. towards and and and Outstanding
interpret
qualitative and
principles. Weak description. quantitative quantitative quantitative interpretation
quantitative data Failure to interpretation Can interpret data, with data data of qualitative
in order to develop of data, qualitative minor errors. accurately. accurately and
develop lines of
argument and
arguments, flawed and An emerging Ability to and with quantitative
make sound leading to development quantitative ability to use devise some insight. data.
judgements.) illogical or of arguments data but with evidence to arguments Excellent Exceptional
invalid and some errors. support the using ability to ability to
judgements. judgements. Some argument. evidence to devise devise
Minimal or no Information evidence to Mostly valid make mostly arguments arguments
use of accepted support arguments appropriate using using
evidence to uncritically, emerging and logical and valid evidence and evidence and
back up uses arguments judgements. judgements. make make wholly
views. generalised and appropriate appropriate
statements judgements and valid and valid
made with but these may judgements. judgements.
scant be
evidence and underdevelop
unsubstantiat ed or with a
ed opinions. little
Ideas inconsistency
sometimes / mis-
illogical and interpretation.
contradictory.
Practical Limited or no Rudimentary An adequate A good and A very good An advanced Exceptional
skills use of taught, application of awareness appropriate application of application of levels of
basic taught, basic and mostly application of a range of a range of application

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Level 4 SATISFACTORY GOOD VERY GOOD EXCELLENT EXCEPTIONAL
FAIL MARGINAL FAIL
(3rd / Pass) (2.2 / Pass) (2.1 / Merit) (1st / Distinction) (1st / Distinction)
Category 0-29% 30-39% 40-49% 50-59% 60-69% 70-84% 85-100%
(Different methods, methods, appropriate basic basic taught, basic and
approaches to
solving problems
materials, materials, application of methods, methods, methods, deployment
in particular tools and/or tools and/or basic materials, materials, materials, skills in
contexts.) techniques. techniques methods, tools and/or tools and/or tools and/or particular
Little or no but without materials, techniques. techniques. techniques. practical
appreciation consideration tools and/or Clear Very good The context contexts.
of the context and techniques. appreciation consideration of the Outstanding
of the competence. Basic of the context of the context application is identification
application. Flawed appreciation of the of the well of problems in
Very weak appreciation of the context application. application. considered, particular
evidence of of the context of the Good Very good and insightful. contexts and
different of the application. evidence of evidence of Excellent formulation of
approaches application. Can identify different different evidence of wholly
to problem- Weak problems in approaches approaches different appropriate,
solving in evidence of particular to problem- to problem- approaches thoughtful
particular different contexts and solving in solving in to problem- solutions /
contexts. approaches propose basic particular particular solving in different
to problem- alternative contexts and contexts and particular approaches.
solving in approaches proposes proposes contexts and
particular or solutions mostly appropriate proposes
contexts. though there appropriate solutions. appropriate
may be solutions. solutions.
errors.
Transferable Work is Work is Mostly Mostly Work is Work is Work is
skills for life poorly poorly ordered coherent, accurate, coherent, accurate,
and structured, presented in presentation organised coherent, very fluent exceptionally
professional disorganised, a disjointed and structure and accurate fluent, well- and is coherent,
practice inaccurate manner. It is in which work, in a structured presented very fluent
(Communicate and/or loosely, and relevant ideas suitable and professionally and
the results of their confusingly at times / concepts are structure and organised. . Can work presented

Page 10 of 12
Level 4 SATISFACTORY GOOD VERY GOOD EXCELLENT EXCEPTIONAL
FAIL MARGINAL FAIL
(3rd / Pass) (2.2 / Pass) (2.1 / Merit) (1st / Distinction) (1st / Distinction)
Category 0-29% 30-39% 40-49% 50-59% 60-69% 70-84% 85-100%
study/work expressed. incoherently, reasonably is for the most Can work effectively well. Can
accurately and
reliably, and with Very weak structured, expressed. part clearly effectively independently work
structured and use of with Work may expressed. independently and/or as part effectively
coherent language information lack Can work and/or as part of a team, independently
arguments; the
qualities needed and/or very and ideas coherence effectively of a team, with an and/or as part
for employment inappropriate often poorly and/or independently with very excellent of a team,
requiring the style. Failure expressed. accuracy in and/or as part good contribution to with an
exercise of some
personal to work Weak use of places. Can of a team, contribution to group exceptional
responsibility effectively language work as part with clear group activities. contribution to
within a structured individual or and/or of a group, contribution to activities. Demonstrates group
and managed
environment.) as part of a inappropriate meeting most group Demonstrates excellent activities.
group. Little style. Flawed obligations to activities. very good skills for Demonstrates
or no approach to others but Demonstrates skills for employment exceptional
evidence of individual or perhaps with the skills for employment requiring the skills for
the skills for group work, limited employment requiring the exercise of employment
employment meeting only involvement requiring the exercise of some requiring the
requiring the partial in group exercise of some personal exercise of
exercise of obligations to activities. some personal responsibility some
some others. Demonstrates personal responsibility, with an personal
personal Limited the basic responsibility, with just appetite for responsibility
responsibility. evidence of skills for with some occasional further with an
the skills for employment areas of minor development. appetite for
employment requiring the strength and weakness. further
requiring the exercise of some of development.
exercise of some minor
some personal weakness.
personal responsibility,
responsibility. with some
areas of

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Level 4 SATISFACTORY GOOD VERY GOOD EXCELLENT EXCEPTIONAL
FAIL MARGINAL FAIL
(3rd / Pass) (2.2 / Pass) (2.1 / Merit) (1st / Distinction) (1st / Distinction)
Category 0-29% 30-39% 40-49% 50-59% 60-69% 70-84% 85-100%
minor
weakness.

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