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: January 2023

Submission date: 3rd April 2023
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, analysing and synthesising
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 is 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acknowledged all materials used from the published or unpublished works of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
models in marketing to guide the the paper
development and execution of marketing
strategies.

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

competitive environment and discuss is 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

You are a Marketing Manager for a well-known UK based company. The CEO is not happy with the current
performance of a specific product or service within the portfolio of the organisation. She has tasked you with
the responsibility of revamping the marketing strategies for that product (or product line) or service that the
company would like to focus on. 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 the product (or product line) or service that you have
chosen for the revamping.
 Explore the competitive organisational environment by applying environmental analysis tools to identify
opportunities and threats that impact or may impact on your chosen organisation.
 Examine their 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. Provide recommendations on how your chosen
organisation can improve its marketing mix.
 Evaluate how the organisation can improve the branding and enhance the image and reputation of the
product or service. Analyse how this can impact the positioning of the brand.

Note: You can choose any existing UK-based company. You must choose a specific product (or product
line) or service within the portfolio of that organisation. Your choices must be explicitly mentioned.

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

LENGTH
3000 words (+-10%)
4|Page
 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 havethe 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 withan 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 credible including sources credible relevant and
conventions and Views and reading.Relia sources but sources retrieved literature. credible
academic findings nce on with some retrieved independently Consistently literature.High
honesty)
mostly inappropriate reliance on independently . accurate -level
unsupported sources, information . Some over- Selection of application of referencing
and non- and/or gained reliance on relevant and referencing. skills
authoritative. indiscriminate through class texts rather credible consistently
Referencing use of contact. than other sources. applied.
conventions sources.Heav Some sources. Generally
used ily reliant on omissions Referencingm soundreferen

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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 ay show cing, with
or largely gained errors. minorinaccura no/very few
absent. through class Referencing cies or inaccuracies
contact. conventions inconsistencie or
Inconsistent evident s. inconsistencie
and weak use though not s.
of always
referencing. applied
accurately or
consistently.
Knowledge Major gaps in Gaps in Limited Knowledge of Competentkn Excellentkno Exceptional,
and knowledge knowledge of knowledge the basic owledgeof the wledge and detailed
understandi and the basic and underlying basic understandin knowledge
ng (Knowledge understandin underlying understandin concepts and underlying g of the basic and
of the basic g of the basic concepts and g of the basic principles is concepts and underlying understandin
underlying
concepts and
underlying principles, underlying accurate with principles. concepts and g of the basic
principles of a concepts and with flawed or concepts and a good Exhibits very principles of underlying
subject.) principles of superficial principles understandin good the subject. concepts and
thesubject understandin within the g of the field understandin 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 Limitedattemp Goodevaluati Sound Excellent Exceptional
d almost wholly descriptive t onof the evaluationof evaluationof evaluation of
intellectual descriptive work, with atevaluationof 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 argumentsusi Excellent Exceptional
invalidjudgem and some errors. support the ng evidence ability to ability to
ents. Minimal judgements. Some argument. to make devise devise
or no use of Information evidence to Mostly valid mostly arguments arguments
evidence to accepted support arguments appropriate using using
back up uncritically, emergingargu and logical and valid evidence and evidence and
views. uses ments and judgements. judgements. make make wholly
generalised judgements appropriate appropriate
statements but these may and valid and valid
made with be judgements. judgements.
scant underdevelop
evidenceand ed or with a
unsubstantiat little
ed opinions. inconsistency
Ideas / mis-
sometimes interpretation.
illogical and
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
(Different basic taught, 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%
approaches to methods, basicmethods appropriate basic basic taught, and
solving problems
in particular
materials, , materials, application of methods, methods, basicmethods deployment
contexts.) tools and/or tools and/or basic materials, materials, , materials, skills in
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.Outs
of the context and techniques. appreciation consideration of the tanding
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 appreciation of the context application. application. considered, particular
weakevidenc of the context of the Good Very good and insightful. contexts and
e of 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 contextsand contexts and particular approaches.
solving in approaches proposesmost proposes contexts and
particular or solutions ly appropriate appropriate proposes
contexts. though there solutions. solutions. appropriate
may be 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 and accurate fluent, well- and is coherent,
practice inaccurate manner. It is structurein work,in a structured presented very fluent
(Communicate and/or loosely, and which suitable and professionally and
the results of their confusingly at times relevant ideas structure and organised. .Can work presentedwell

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, / concepts are is for the most Can work effectively . Can work
accurately and
reliably, and with
Very weakuse structured, reasonably part clearly effectively independently effectively
structured and of language with expressed.W expressed.Ca independently and/or as part independently
coherent and/or very information ork may lack n work and/or as part of a team, and/or as part
arguments; the
qualities needed
inappropriate and ideas coherence effectively of a team, with an of a team,
for employment style.Failure often poorly and/or independently with very excellent with an
requiring the to work expressed. accuracy in and/or as part good contribution to exceptional
exercise of some
personal
effectively Weak use of places.Can of a team, contribution to group contribution to
responsibility individual or language work as part with clear group activities. group
within a structured as part of a and/or of a group, contribution to activities. Demonstrates activities.
and managed
environment.) group. Little inappropriate meeting most group Demonstrates excellentskills Demonstrates
or no style.Flawed obligations to activities. very for exceptional
evidence of approach to others but Demonstrates goodskills for employment skills for
the skills individual or perhaps with the skills for employment requiring the employment
foremployme group work, limited employment requiring the exercise of requiring the
ntrequiring meeting only involvement requiring the exercise of some exercise of
the exercise partial in group exercise of some personal some
of some obligations to activities. some personal responsibility personal
personal others. Demonstrates personal responsibility, with an responsibility
responsibility. Limited the basic responsibility, with just appetite for with an
evidence of skills for with some occasional further appetite for
the skills for employment areas of minor development. further
employment requiring the strength and weakness. development.
requiring the exercise of some of
exercise of some minor
some personal weakness.
personal responsibility,
responsibility. with some
areas of
minor

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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%
weakness.

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