Assignment Brief: MKT 306 HL9 2020/21

Assignment Details:

Mode of Assessment: Individual Report

Weighting: 100%

Tuesday 20th April 2021

Canvas & JIRA/ Deadline:

Word Count: 3,500 (+/- 10%)

Module Leader Dr Lawrence Jones-Esan

The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address
both.

Your task is to identify an organization, either producer and/or brand owner, who is
involved in the marketing of detergents either single product or product line; and then
analyse, evaluate and prepare an individual report (3500 words +/- 10%) addressing the
following issues…

Part 1:
 Using appropriate sources, undertake a full marketing audit (external and internal
environments) and also assess strengths, weaknesses, opportunities and threats to
your chosen organisation. Include details about the organisation’s position relative to
other industry members including market shares.

 Provide a critical evaluation of the organisation’s competitive edge (USP). Demonstrate

the organisation’s effectiveness by providing an evaluation of competitive
performance. Include other relevant market performance data to underpin your
evaluation (e.g. growth, sales trends and/or profitability).

[Weighting - 50%]
Part 2:
 Based on your Part 1 analysis and using your chosen brand select target segment/s and
set clear marketing objectives to increase brand awareness, market share, and growth
in sales volume and/or profitability. Your new marketing strategy should address these
objectives with the application of the marketing mix to your chosen brand.

 These suggestions should be your own ideas but may include marketing tactics and
strategies used by other successful organisations or companies preferably from
different industry sectors.
[Weighting -
50%]
Candidates are encouraged to evaluate, analyse, and recommend marketing strategies for their
chosen company within a specific context of their choice (i.e. UK, Germany, Malaysia,

Trinidad etc.). For the purpose of this assessment students need to focus on marketing strategies
being used at the B2C level.

Your arguments, findings and recommendations should be supported by theories, facts and figures
published within academic books, journal articles, recognised business magazines and market
intelligence reports.

* Your chosen detergent brand owner should be nationally and or

internationally recognised (at least), and it MUST have a website.

N.B. Please note the maximum word count excludes Appendix and References.

Assignment Structure:
This is an individual assignment as a single report in two parts. Candidates are encouraged to be
creative with their analysis and recommendations by using theories covered in the lectures and
workshops.

The below is the structure that candidates must follow for this report:

Part 1.
• Title page
• Executive Summary
• Table of contents
• Introduction
• Situational analysis – (PESTLE)
• Evaluate the threat of epidemic or Brexit on your choosing org. (SWOT)
• Analyse competitive advantage (USP)
• Evaluation of current marketing strategy

Part 2.
• Analyse Market Segmentation Targeting & Positioning (STP)
• Recommended objectives and goals for the choosing organisation (SMART)
• Recommend marketing strategies, based on the application of the marketing mix to your
chosen brand or Sub-brand.
• Conclusion
• Bibliography (with references)
Submission Policies:

1. You are required to submit your work within the bounds of the University Infringement of
Assessment Regulations.

2. Your assignment must be submitted to Canvas for Turnitin and JIRA in electronic form with an
accurately and clearly completed title page.

3. All Students must submit a Turnitin© report along with their assignment to JIRA. If under any
circumstances the assignment is submitted without this, the final mark will be withheld and there
will be potential delays.

4. Students may submit drafts through Turnitin and generate reports prior to submission. The last
submission prior to the deadline will be deemed to be the final submission for assessment purposes.
Please note that you need to allow 24 hours between submissions through Turnitin to generate a
fresh/new/different report so please do not leave submission to the last moment.

5. All works submitted MUST be original. If under any circumstances a student is found to be
violating any of the 'Academic Integrity' rules, the university deserves the right to take legal and
disciplinary actions against the individual.

Marking Scheme

1st (70+%)
An excellent assignment. It demonstrates a high level of understanding of the learning outcomes.
The report provides evidence of significant understanding of marketing strategy theory/techniques
and its application to the selected organisation. All decisions are logical, coherent, fully justified,
explained succinctly and coherently, but also demonstrates a high level of insight and originality.
The presentation is of a very high standard demonstrating a professional approach which is
generally free of errors.

2:1 (60-69%)
A very good assignment. It demonstrates a reasonably high level of understanding of the learning
outcomes. The assignment provides evidence of understanding of marketing strategy
theory/techniques and its application to the selected organisation. All decisions are logical, justified
and explained however are less strong in terms of insight and originality. The presentation is of a
high standard and predominantly free from errors.

2.2 (50-59%)
A good assignment. It demonstrates a sound understanding of the learning outcomes. The report
provides evidence of understanding of marketing strategy theory/techniques and its application
to the selected organisation, though this may be somewhat limited. Most decisions are
appropriate however are less strong in terms of insight, logic and originality. The presentation is
adequate.

3rd (40-49%)
A satisfactory assignment. It demonstrates an understanding of the learning outcomes. The report
provides evidence of understanding of marketing strategy theory/techniques and its application to
the selected organisation, although this is limited. Decisions are appropriate however lack
coherence, insight and logic. The presentation is adequate, but lacks cohesion.

Grade F (<40%)
An unsatisfactory assignment which demonstrates a lack of understanding of the learning outcomes
and has not answered the question. It contains some elements of marketing strategy/techniques
applied to the context however is not wholly appropriate. The assignment lacks logic, coherence,
originality and insight. The presentation is poor with a number of errors.
Generic Assessment Criteria – Undergraduate

These should be interpreted according to the level at which you are working and related to the assessment criteria for the module

Categories

Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature

86 – The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also
100% ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be
exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.

76-85% Th e work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence
showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the
categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence
showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be

70 – excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
75%

Directly relevant to A substantial Good analysis, Generally coherent and May contain some Well written, with Critical appraisal of up-to-
the requirements knowledge of clear and orderly logically structured, using distinctive or standard spelling date and/or appropriate

60 – of the assessment relevant material, an appropriate mode of independent thinking; and grammar, in a literature. Recognition of

69% showing a clear argument and/or may begin to readable style with different perspectives.

grasp of themes, theoretical mode(s) formulate an acceptable format Very good use of source

questions and independent position material. Uses a range of

issues therein in relation to theory sources

and/or practice.
 Some attempt to Adequate Some analytical Some attempt to construct Sound work which Competently Uses a variety of literature
address the knowledge of a fair treatment, but a coherent argument, but expresses a coherent written, with only which includes some

50 – requirements of range of relevant may be prone to may suffer loss of focus position only in broad minor lapses from recent texts and/or

59% the assessment: material, with description, or to and consistency, with terms and in uncritical standard grammar, appropriate literature,

may drift away intermittent narrative, which issues at stake stated only conformity to one or with acceptable though not necessarily

from this in less evidence of an lacks clear vaguely, or theoretical more standard views format including a substantive

focused passages appreciation of its analytical mode(s) couched in of the topic amount beyond library

significance purpose simplistic terms texts. Competent use of

source material.

40 – Some correlation Basic Largely A basic argument is Some evidence of a A simple basic style Some up-to-date and/or
49% with the understanding of descriptive or evident, but mainly view starting to be but with significant appropriate literature

requirements of the subject but narrative, with supported by assertion formed but mainly deficiencies in used. Goes beyond the

the assessment addressing a little evidence of and there may be a lack derivative. expression or material tutor has

but there is a limited range of analysis of clarity and coherence format that may provided. Limited use of

significant degree material pose obstacles for sources to support a point.

of irrelevance the reader Weak use of source material.

 35 – 39% Relevance to the A limited Heavy dependence Little evidence of coherent Almost wholly derivative: Numerous Barely adequate use of
requirements of the understanding of a on description, argument: lacks development the writer’s contribution deficiencies in literature. Over reliance on
assessment may be narrow range of and/or on and may be repetitive or thin rarely expression and
very intermittent, material paraphrase, is goes beyond simplifying presentation; the
and may be reduced material provided by the
common paraphrase writer may achieve
to its vaguest and tutor.
clarity (if at all) only
least challenging by using a simplistic
terms or repetitious style

The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.

30 – The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided
34% shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.

15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few
of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.

0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The
evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.

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