Professional Certificate

in Marketing

523 Stakeholder Marketing


Assignment Brief and Mark Scheme

June 2013

Candidates are required to choose ONE out of the following TWO assignment briefs:

Option One Internal Marketing Communications (detailed separately)

Option Two Pressure Groups

CIM
Regulations

Candidates must ensure that they are CIM studying members and
have registered for this assessment by the required CIM deadline
(printed on page five of the guidance notes). Once booked, if
candidates later find that they are unable to submit to the June
2013 session they will need to book and pay again to submit to the
September 2013 session. Fees are not transferable between
sessions and extensions to the published deadline dates will only
be considered on medical grounds.

If an assessment is received from a candidate who has not booked
by the above closing date, the relevant assessment entry fee will
be raised along with a 100.00 late entry fee.
Candidate
Declaration
Candidates must adhere to the CIM policies and guidance notes
relating to word count, plagiarism and collusion when compiling
this assessment and include the following declaration statement on
the front cover of the assessment:

I confirm that in forwarding this assessment for marking, I
understand and have applied the CIM policies relating to word
count, plagiarism and collusion for all tasks. This assessment is
the result of my own independent work except where otherwise
stated. Other sources are acknowledged in the body of the text, a
bibliography has been appended and Harvard referencing has
been used. I have not shared my work with other candidates. I
further confirm that I have submitted an electronic copy of this
assessment to CIM in accordance with the regulations.
The Chartered Institute of Marketing 2013



Stakeholder Marketing Assignment Brief June 2013 Option Two
Page 2

Professional Certificate in Marketing Guidance Notes

Assessment Regulations

Candidates have to complete the assessment brief published by The Chartered Institute of Marketing
(CIM) for the relevant academic session. Tutors should be prepared to offer advice to candidates
regarding the brief, the mark scheme and the grade descriptors. Tutors and candidates should also
understand and apply the CIM policies relating to assessments including word count, plagiarism and
collusion. These are available on the CIM Tutor Zone www.cimtutors.com and CIM Learning Zone
www.cimlearningzone.co.uk websites. Each assessment must be completed individually, not as part
of a group.

Context

Where a task requires the candidate to select an organisation, the assessment should be based on
the candidates organisation, or an organisation of their choice, selected with tutor advice. A brief
overview of the organisation chosen, including product or service offered, target market and structure,
should be included in the appendix. This information should not be included as part of the word count
and no marks will be allocated to this section.

Confidentiality

Where candidates are using organisational information that deals with sensitive material or issues,
they must seek advice and permission from that organisation about its inclusion in an assessment.
Where confidentiality is an issue, studying members are advised to anonymise their assessment so
that it cannot be attributed to that particular organisation. When submitting assignments to CIM,
candidates are reminded to tick the opt out box on the Assignment/project front sheet form, indicating
they have not given CIM permission to use the work for any other purposes.

The Chartered Institute of Marketing for its part accepts responsibility for marking the assessment
following the confidentiality procedures it has laid down. All CIM examiners have to sign a
Confidentiality Agreement and cannot mark any assessment where there is a conflict of interest. In
addition, no work is published without the prior agreement of a studying member and the organisation.
All assessments are stored securely and after 12 months, are shredded confidentially.

Assessment Criteria

The assessment briefing documents include the marking scheme and guidance notes, which are
designed to indicate to the candidate the types of information and format that are required. The
marking scheme should not replace any briefing that is usually undertaken by the unit tutor. It is
important that, when assessments are issued, discussions take place between the group and tutor to
clarify their understanding of the assessment brief and what is required.

Mark Schemes

Mark schemes are included so that candidates are aware where the majority of the marks will be
allocated and are therefore able to structure their work accordingly. However, CIM reserves the right
to amend the mark scheme if appropriate.

Grade Descriptors

There is a grade descriptor document attached to this assessment, which is used by examiners as
part of the marking process. The grade descriptors comprise:

Concept
Application
Evaluation, and
Presentation.

The relative weightings of these elements are used to inform grades within a level and differentiate
Professional Certificate in Marketing
Page 3

between levels. At Professional Certificate level, the relative weightings are 40%, 30%, 20% and 10%
respectively. To maximise marks, candidates need to understand the principles of the grading criteria
to ensure that work submitted reflects the right balance.

Tutor Guidance to Candidates

Tutors should be prepared to offer advice to candidates regarding the tasks, particularly in relation to
the organisation they choose to use.

Tutors can give feedback on one draft of an assessment and/or answer specific subject-related
questions from a candidate related to their assessment. The feedback given by a tutor will be of a
general nature, as the tutor will not be part of the official CIM marking process, and will not be able to
inform you of possible grades. Tutors should not return a completed assessment to the candidate for
improvement. Evidence of a centre doing this will result in the assessment being sent back unmarked.

Word Count Policy

The total number of words used for the whole assessment must be indicated on the front cover of the
assessment. Pages must be numbered for ease of reference.

Any assessments that exceed the specified word count (or number of pages) will be penalised by
candidates forfeiting the marks for presentation for each individual task. Work that grossly exceeds
the recommended word count or number of pages will be declared null and void and candidates will
be asked to complete and submit a new assessment.

Candidates must comply with the recommended word count, within a margin of +10%. For some
tasks a specified number of pages is given as an alternative to the word count. Areas not included in
the word count are: the index (if used), headings, executive summary, information contained within
references, bibliography and appendices.

If candidates use tables to present their answer in the main body of the text, the words used (or where
appropriate, the number of pages) will be counted and the rules relating to word count or number of
pages will apply.

When a task requires candidates to produce presentation slides with supporting notes, the word count
applies to the supporting notes only. The maximum number of slides indicated on the assessment
brief excludes the title page slide and the contents page slide.

Where a candidates work has contravened the word count policy it will be reviewed by the Senior
Examiner and the CIM Reasonable Adjustment, Misconduct and Irregularities Committee before a
final decision is made.

Presentation

Candidates should present their work professionally, using tables and diagrams to support and/or
illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be
included in either the appendix or the main body of the text. If tables are included as appendices the
findings must be summarised or referenced within the main body of the text for marks to be awarded.

Text must be no smaller than font size 11, and tables, diagrams, schedules and charts must be no
smaller than font size 8. The font size must not be compressed and easy to read, using, for example,
Arial, Calibri or Times Roman.

At the top of each page (header) candidates must insert the unit name and membership number (font
size 8) and at the bottom of each page (footer) insert page numbers (font size 8). Candidates must
not include their name on any part of the assessment.

Guidance relating to inserting PowerPoint presentations into Word documents is available on the CIM
Tutor Zone and the Learning Zone websites.

Stakeholder Marketing Assignment Brief June 2013 Option Two
Page 4

Appendices

Appendices should only be included where necessary and should be used to accommodate tables
and diagrams to support/illustrate the main body of the text. No marks are awarded for work included
in the appendices, and these should not be used as an alternative location for work that should
appear in the main text. Appendices should not include published secondary information such as
annual reports and company literature, etc.

Referencing and Professionalism

A professional approach to work is expected from all candidates. Candidates must therefore:

identify and acknowledge ALL sources/methodologies/applications used. The candidate must use
a Harvard referencing system to achieve this (notes on Harvard are on the CIM Tutor Zone and
Learning Zone websites).
express their work in plain business English. Marks are not awarded for use of English, but a
good standard of English will help candidates to express their understanding more effectively.

All work that candidates submit as part of the CIM requirements must be expressed in their own
words and incorporate their own judgements. Direct quotations from the published or unpublished
work of others, including that of tutors or employers, must be appropriately referenced. Authors of
images used in reports and audio-visual presentations must be acknowledged.

Plagiarism and Collusion

Academic offences, including plagiarism and collusion, are treated very seriously. Plagiarism involves
presenting work, excerpts, ideas or passages of another author without appropriate referencing and
attribution. Collusion occurs when two or more candidates submit work which is so alike in ideas,
content, wording and/or structure that the similarity goes beyond what might have been mere
coincidence. Plagiarism and collusion are very serious offences and any candidate found to be
sharing their own work, copying another candidates work or quoting work from another source
without recognising and disclosing that source, will be penalised.

It is the candidates responsibility to make sure that he or she understands what constitutes an
academic offence, and, in particular, what plagiarism and collusion are and how to avoid them. Useful
guidance materials and supporting policies are available on the CIM Tutor Zone and Learning Zone
websites.

In submitting their assessment for this unit, and completing the relevant declaration statement,
candidates are confirming that the work submitted for all tasks is their own and does not contravene
the CIM policies including word count, plagiarism and collusion. Tutors must sign the assessment
candidate listing, confirming that to the best of their knowledge the work submitted is the candidates
own. Where a tutor has concerns about the authenticity of a candidates submission, this should be
referred to in the comment box on the assessment candidate listing. CIM reserves the right to return
assessments if the necessary declaration statements have not been completed.

Candidates believed to be involved in plagiarism and/or collusion for one or more tasks will have their
work looked at separately by the Senior Examiner and/or another senior academic and plagiarism
detection software will be used. Candidates found to be in breach of these regulations may be subject
to one or more of the following: disqualification from membership; refused award of unit or
qualification; disqualification from other CIM assessments/qualifications; refused the right to retake
units/qualifications.

Where a candidate has been found to have breached CIM regulations, both the candidate and
Accredited Study Centre will be informed of the outcome.

Submission of Assessments

Candidates are responsible for submitting a hard copy AND an electronic copy of their assessment to
their Accredited Study Centre by the appropriate CIM Accredited Study Centre deadline. Candidates
Professional Certificate in Marketing
Page 5

must complete all CIM paperwork to accompany the assessment. CIM will not accept or mark any
assessments that are sent to CIM by individual candidates.

Accredited Study Centres are responsible for ensuring that assessments are submitted to CIM by the
required CIM deadline on the front of the assessment brief.

Please note it is CIMs policy to mark the hard copy assessments only. The electronic copy is required
for validity checks and will not be accepted by CIM as a substitute for the hard copy assessment.

Hard Copy Instructions for Candidates
Assessments must be held together by a treasury tag in the left hand corner, but not bound or put in
wallets of any kind. Candidates must remember to hand in their assessment to their Accredited Study
Centre when required to do so by their tutor.

Electronic Copy Instructions for Candidates
Candidates must submit an electronic copy of the appropriate assessment to their Accredited Study
Centre, according to the following guidelines:

The maximum number of files that a candidate can submit to their Accredited Study Centre is
restricted to ONE file per unit.
File types that are acceptable are: .doc .docm .docx .rtf .pdf
Maximum file size per submission is limited to a maximum of 4mb. Candidates should make
every effort to reduce the size of the file submitted.

Electronic Copy Instructions for Accredited Study Centres
As well as hard copies of assessments, CIM Accredited Study Centres must also send in an
electronic copy of each candidates work to the CIM email account at senditin@cim.co.uk. A sample
of submissions by centres will be put through plagiarism software.

Final Grades

Final grades will be sent to the candidates from the CIM in February, May, August or November,
depending on when assessments were submitted for marking.

Assessment Deadline Dates

The Chartered Institute of Marketing has strict deadline dates to which Accredited Study Centres must
adhere.

June 2013 Assessment Session
CIM Membership registration deadline: 29 March 2013 (online: 5 April 2013)

All assessments and accompanying paperwork to be received by CIM no later than:
CIM Deadline Date: 7 June 2013

The assessment must be submitted to the Accredited Study Centre well before this date to allow time
for administration and postage. Candidates must contact their tutor for the Accredited Study Centre
submission deadline.

Results released: August 2013

Stakeholder Marketing Assignment Brief June 2013 Option Two
Page 6

PROFESSIONAL CERTIFICATE IN MARKETING

STAKEHOLDER MARKETING

ALL TASKS ARE COMPULSORY

Option Two Pressure Groups

Within the external environment, virtually all organisations will find themselves needing to
develop effective relationships (either directly or indirectly) with a range of influential bodies,
such as local, national or supranational legislators; and national and international agencies
and pressure groups.

The growth of the internet and social media has helped create opportunities for pressure
groups to develop and flourish.

Whilst it is mostly large multinational organisations that have found themselves the target of
pressure groups, no organisations are immune. Smaller non-commercial organisations and
governments have also been targeted.

In some circumstances, pressure group action can significantly affect the long-term
commercial success of an organisation.

Many organisations struggle with how to deal effectively with pressure groups, whilst others
have benefited from direct and regular communication with them in terms of reducing
potential conflict and learning from each other.

You are asked to identify an organisation (or a business area within an organisation) with
which you are familiar, where pressure groups have the potential to directly and significantly
impact upon the success or failure of the organisation as a whole or on a particular product
or service.

As the Marketing Assistant within your chosen organisation (or business area), you have
been asked by your Marketing Manager to undertake research into your organisations
pressure groups, so that the organisation can begin to understand its current relationship
with key groups and how to best develop that relationship in the future.

Preparatory Work

For an organisation of your choice, undertake an audit to identify:

the relative influence and impact of the key pressure groups with an interest in your
organisation
the main interests of the TWO pressure groups that are the most influential and have the
most impact on your organisation
the current relationship your organisation has with each of these TWO pressure groups.

Audit findings: maximum four sides of A4, to be included in the appendix







Professional Certificate in Marketing
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Task One

Summarise your audit findings, including the identification of:

the relative influence of the pressure groups with an interest in your organisation
the main interests of the TWO pressure groups that have the most influence and impact
on your organisation
an overview of the organisations current relationship with each of these TWO pressure
groups.

Summary of audit findings: maximum two sides of A4, to be included in the assignment

Task Two

Your Marketing Manager wants to better understand the organisations relationship with its
pressure groups. With reference to your audit findings, produce a discussion paper that:

describes the nature of causal and sectional pressure groups, using examples from your
audit findings
explains the concept of relationship marketing and how it can enable the organisation to
understand its current relationships with key pressure groups
evaluates the organisations current relationship with the TWO pressure groups that have
the most influence and impact as identified in the audit.

Maximum word count 2000 words, excluding relevant appendices; discussion paper format

Task Three

Your Marketing Manager has asked you to produce a report that can be presented to other
managers in the organisation, which clearly describes how the organisation plans to improve
its relationship with ONE of its two pressure groups that have the most influence and impact
upon your organisation.

With reference to your audit findings where appropriate, produce a report that:

recommends and justifies how relationship marketing processes and procedures can be
used to improve relationships with key pressure groups
recommends a range of marketing communications mix initiatives that will resolve the
weaknesses in the current relationship with ONE of the two key pressure groups already
outlined in the audit
evaluates the measurement methods available to assess the success of these marketing
communications mix initiatives.

Formal report: 2,000 words, excluding relevant appendices

Appendix

Brief background to the chosen organisation, its customer base, products/services and
position in market (maximum two sides of A4 pages, no marks allocated).

Audit findings: maximum of four sides of A4 pages (excluded from word count).




Stakeholder Marketing Assignment Brief June 2013 Option Two
Page 8

Option Two Pressure Groups

ASSESSMENT CRITERIA AND MARK SCHEME

Assessment Criteria Mark
Available
CIM
Examiners
Mark
CIM
Moderated
Mark
Task One
Summary of audit findings 15
Task Two
Description of the nature of causal
and sectional pressure groups,
using examples from your audit
findings
10

Explanation of the concept of
relationship marketing and how it
can enable the organisation to
understand its current relationships
with key pressure groups
10

Evaluation of the organisations
current relationship with the TWO
pressure groups that have the most
influence and impact as identified in
the audit
15

Presentation, format, style of the
discussion document
5

Task Three
Recommendations and justification
of how relationship marketing
processes and procedures can be
used to improve relationships with
key pressure groups
15

Recommendations of a range of
marketing communications mix
initiatives that will resolve the
weaknesses in the current
relationship with ONE of the two key
pressure groups already outlined in
the audit
15

Evaluation of the measurement
methods available to assess the
success of these marketing
communications mix initiatives
10

Report format 5
Total Mark 100

CIM use only

Marked by Date
PRINT NAME


Senior Examiner Date
PRINT NAME
Professional Certificate in Marketing
Page 9

Guidance Notes

This assignment gives candidates an opportunity to assess the relative importance of the
often numerous pressure groups surrounding an organisation, and evaluate the relationships
the organisation has with them.

Pressure groups go by many names: advocacy groups, lobby groups, interest groups,
special interest groups, etc. What they all have in common is that they are groups of people
who have got together to promote the interests of a particular cause or of their members.
Greenpeace and the British Medical Council are just two examples.

In addition to familiarising themselves with the assessment criteria and the number of marks
allocated to each criterion, candidates should also be aware of the breakdown of marks as
outlined in the generic mark scheme, and of what is required in relation to concept,
application and evaluation.

An understanding of what is required in relation to the command words such as evaluate is
also important.

Finally, candidates are required to ensure that they adhere to the given word count and use
the required format.

Formulaic group-based approaches should be avoided.

Examiners are looking for clear, well-presented evidence of insightful analysis, originality,
relevant recommendations and well-informed evaluation.

Responses to all tasks should be professional and presented in the required style.
References to relevant theory/concepts should be included as appropriate.

Choice of Organisation

When choosing an organisation to use as the basis of the assignment, it should be one that
the candidate knows well. In a larger organisation it would be acceptable to focus on a
particular department or division.

Candidates choosing a larger organisation may also choose to further focus on a particular
brand rather than the whole of the product/service range.

Candidates should choose organisations/departments or divisions/brands that have a wide
and diverse range of pressure groups and that will enable them to readily address each task
within this assignment brief in sufficient detail.

Preparatory Work: Conducting the Audit

In preparing for the audit it would be helpful for the candidate to consider the relative profiles
of the organisations pressure groups. The following questions may generate some very
useful information that will underpin the audit, the discussion paper and the report.

What are the key characteristics of the organisations pressure groups?
What are the key objectives/interests of the organisations pressure groups?
When did their interest in the organisation begin and why?
What aspects of the organisations current activities may be of concern to pressure
groups?

Stakeholder Marketing Assignment Brief June 2013 Option Two
Page 10

When undertaking the audit, candidates may use the power-interest matrix, Freemans
participant stakeholders or other suitable mapping techniques appropriate for categorising
pressure groups.

The audit may be supported by interviews with relevant stakeholders and members of
pressure groups (if possible), and consideration of relevant marketing theories and
concepts.

The stakeholder maps or matrices should be explained. Generic stakeholder maps that
reflect no application to the selected organisation will not be acceptable.

Candidates must demonstrate knowledge and application of stakeholder theory.

The more comprehensive the audit, the more informative the audit summary. Candidates
who produce comprehensive audits will be more likely to produce well-informed audit
summaries.

The audit findings should be included in the appendices and should not extend to more than
four sides of A4.

Task One: Summary of Audit Findings

A summary of the audit findings should be presented as a formal document extending to no
more than two sides of A4.

The summary should not simply repeat the audit findings but should effectively summarise
them, clearly demonstrating that the summary is well informed by relevant theory.

Please note the audit summary should be included as the first document in your
assignment, not in the appendices.

Candidates are reminded that the audit findings should be referenced within the audit
summary as with any other appendix, and that no marks are awarded for work included in
appendices (see guidance notes).

The audit summary is key in setting the scene and providing the context for the discussion
paper and report that follow.

Task Two: Discussion Paper

This task should be in the form of a discussion paper.

The first part of this task gives candidates the opportunity to describe the generally accepted
types of pressure groups (causal and sectional) and use examples from the audit findings.

The second part of this task gives candidates an opportunity to explain the concept of
relationship marketing. This explanation should be clearly informed by relevant theory that
should then be applied in order to understand the organisations current relationship with key
pressure groups. Candidates should have a clear focus on key pressure groups as identified
within the audit, rather than all such groups.
The final part of this task gives candidates the opportunity to demonstrate their evaluative
skills. Evaluation should be clearly informed by relevant theory and have a clear focus on the
TWO pressure groups with the most influence and impact, as identified within the audit.

Professional Certificate in Marketing
Page 11

A discussion paper is a document created as a basis for discussion rather than as an
authoritative statement or report. It can take different forms.

Please note that while it can be helpful to include sections such as an introduction or an
abstract, they should be brief with the focus clearly on addressing the tasks.

However, the following three examples illustrate possible approaches:

Example One
Clear, succinct title
Name of author and date
Terms of reference
Abstract (short explanation of motive, method, key results, conclusions)
Introduction (motive for undertaking the research)
Introduction including suggested approach
Statement of main findings
Explanation/implications of the findings
Alternative approaches
Implications of alternative approaches
Summary
Recommendations
Bibliography
References

Example Two
Clear, succinct title
Name of author and date
Abstract
Method (outline of what was done, what theories were used)
Results (outline of results)
Discussion of conclusions from research results
Conclusions (drawing together most important research results and their
consequences)
Bibliography
References

Example Three
Date
Author
The audience
The purpose
Executive summary
Background information (how the problem/issue arises)
The main points of discussion, the contentious points, pros and cons, opportunities
and threats
Summary
Next steps
References
Bibliography

Task Three: Report

This task should be in the form of a formal report and be based on the findings of the audit.
Whilst it can be helpful for sections such as an introduction and a conclusion to be included,
they should be brief, with the focus clearly on addressing the tasks.
Stakeholder Marketing Assignment Brief June 2013 Option Two
Page 12


The first part of this task offers candidates the opportunity to recommend how relationship
marketing processes can be used to improve relationships with key pressure groups.
Recommendations should be clearly informed by relevant relationship marketing theory such
as that discussed within Task Two, although candidates should not simply repeat work from
Task Two but use relevant theory to both inform and justify their recommendations.

The second part of this task gives candidates the opportunity to recommend a range of
marketing communications mix initiatives to improve the relationship with one of the
organisations two key pressure groups, by overcoming any weaknesses in the current
relationship.

It should be clear how each recommendation reflects relevant relationship marketing theory
and how it will resolve any current weaknesses in the relationship, without creating any
problems in the relationship the organisation has with other key pressure groups.

Good recommendations should flow logically from earlier analysis/evaluation and be clear,
well-justified, implementable and highly contextualised, and demonstrate originality of
thought.

Generic recommendations that are not informed by both earlier analysis/findings and
relevant theory/concepts will not be rewarded.

Originality of thought is of particular relevance here, given the nature of pressure groups,
and this is an opportunity for candidates to think both broadly and creatively.

The final part of this task requires candidates to evaluate the measurement methods
available to assess the success of the recommended marketing communications mix
initiatives. This gives candidates the opportunity to demonstrate their knowledge and
understanding of the range of relevant methods available. Evaluation should be informed by
both relevant theory and real-life operational considerations.

When producing the report, candidates should adopt a formal style by writing in the third
person. The document needs to be well-structured, accurate, concise and clear. The
following format provides one suggested approach for compiling the report, although an
alternative approach is acceptable if it results in a systematic, well-organised document.

Title Page: the title of the report, who the report is written for, who it is written by and the
date.
Terms of reference: the purpose of the report.
Findings: main findings of the report. This section needs to be clearly structured and
should show evidence of presentation of facts, not opinions.
Conclusion: summary of findings and the implications of these findings for the
organisation. It is important that new information is not introduced in this section. The
emphasis should be on drawing together what was presented under findings in a well-
structured summary.
Recommendations: well-grounded recommendations based on findings.
It is important that all relevant sources are noted within the report. These can be included
within a reference section at the back of the report and referred to where relevant in the
main body of the report.





Professional Certificate in Marketing: Grade Descriptors
Grade A Grade B Grade C Grade D
This grade is given for work that meets all of
the assessment criteria at Certificate level to
secure at least 70% and demonstrates a
candidates ability to:
This grade is given for work that meets all
of the assessment criteria at Certificate
level to secure at least 60% and
demonstrates a candidates ability to:
This grade is given for work that meets
enough of the assessment criteria at
Certificate level to secure at least 50%
and demonstrates a candidates ability
to:
This grade is given for border line work that does
not meet enough of the assessment criteria at
Certificate level to secure a pass and is within
the band 45-49%. This may be due to:
Concept
40%
develop appropriate research strategies for
secondary research

selectively identify valid and relevant
information from a wide range of relevant
sources for the discipline

evidence comprehensive knowledge and
understanding of the marketing discipline at
Certificate level


constructively consider and effectively analyse
a wide range of information for a specified task
develop an appropriate research strategy
for secondary research

identify valid and relevant information from
a suitable range of relevant sources for the
discipline

evidence detailed knowledge and
understanding of the marketing discipline
at Certificate level


consider and analyse a range of
information for a specified task

develop an appropriate research
strategy for secondary research

identify relevant information from a
minimum number of sources for the
discipline

evidence a satisfactory level of
knowledge and understanding of the
marketing discipline at Certificate level

analyse a minimum number of sources
of information for a specified task
an inability to develop an appropriate research
strategy for secondary research

insufficient sources of information being used to
underpin research for the discipline

repeating case material rather than evidencing
knowledge of the marketing discipline at
Certificate level

a lack of detail and argument when analysing
information for a specified task
Application
30%
produce well-structured, coherent and detailed
arguments in response to a given brief, using
marketing terminology fluently

evidence insight, understanding and
application of key principles

express ideas persuasively, applying
appropriate marketing terminology and
concepts accurately

apply a wide variety of illustrative examples to
underpin concepts used
produce logical arguments in response to
a given brief, using marketing terminology
correctly


evidence sound understanding and
application of key principles

express ideas clearly, applying appropriate
marketing terminology and concepts
accurately

apply a variety of examples to illustrate
findings
produce arguments in response to a
given brief, using sufficient marketing
terminology


evidence a basic understanding and
application of key principles

outline ideas and concepts using
appropriate marketing terminology


apply examples to support findings

limited use of marketing terminology




a lack of basic understanding and application of
key principles

insufficient use of marketing terminology and/or
incomplete grasp of key concepts

limited use of examples to support findings
Evaluation
20%
draw valid conclusions and make informed
recommendations


reflect and evaluate own learning across
module and assess how this will affect current
and future practice
draw reliable conclusions and make sound
recommendations


reflect and evaluate own learning on
aspects of the module and assess how
this will affect current and future practice
draw limited conclusions and make
some recommendations


reflect and evaluate own learning on
aspects of the module and assess how
this will affect future practice
superficial conclusions and recommendations
which lack depth and insight

little evaluation of learning and/or impact on
future practice
Time Management
and Presentation
10%
plan, review and complete work within the
specified deadlines/time and produce work of
an exceptional and professional standard of
presentation, format and tone
plan, review and complete work within the
specified deadlines/time
and produce work to a high standard of
presentation, format and tone
complete work within the specified
deadlines/time and produce work of an
acceptable presentation, format and
tone
work not being completed within the specified
deadlines/time
and errors in presentation, format and tone