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EduQual Extended Advanced Diploma (Level 5) in Business

and Marketing Management


Assessment Guidelines
Candidates completing the EduQual qualifications must complete the tasks given in the assignment brief
approved by EduQual. Candidates are able to request assistance from tutors about completing the tasks,
mark schemes and grade descriptors. Candidates are expected to adhere to policies and guidelines set
out by the learning centre which includes word/page/slide count and plagiarism and collusion.
Context
Candidates are required to refer the guidance notes and brief in order to present an answer that would
be within the required context.
Confidentiality
Candidates at all times must seek permission and advice when using organisational information that
would be considered sensitive or confidential within their assignments. If the organisations consent is
given, and anonymity is a given requirement by the organisation, then the candidate can choose to
anonymise the subject of the report.
Assessment criteria and mark sheets
The assignment brief will include the mark scheme at the end along with grade descriptors for
candidates to refer if needed. The guidance notes before the assignment questions should be referred in
order to ensure that candidates are equipped with the information and formats required. Candidates
are requested to obtain necessary advice on assignment context, format and other supporting
information to clarify and help understand the requirements better.
The assessment criteria and the mark sheets will help candidates identify how and where the marks
have been allocated and would allow them to structure their answers accordingly.
Tutor guidance
Candidates are allowed to obtain ONE feedback for their draft answers presented. In addition any
subject related questions relating to the module can also be directed to the tutor.
Word count
It is mandatory that candidates adhere to the specified word count given in the assignment brief within
a margin of -/+10%. For certain tasks, the assignment brief may specify the page count depending on the
task requirement, and although a word count may not be applicable for these, the page count must be
adhered to at all times. All tables, charts, diagrams, referencing (in-text) is considered as part of the
assignment word count.

If the task requires candidates to present a presentation, the word count will be applicable to the notes
provided only. The assignment questions may also specify the number of slides, in which case the
candidates are required to adhere to this as well.
Any supporting documents that you choose to use to reinforce your answer, need to be attached at the
end of the report as appendices, in order to equip the examiner with the required background
knowledge on the information you have provided within the report. However, these will not be
considered for grading nor as part of the word/page count.
All assignments submitted with clear disregard for the stipulated page/word counts maybe declared null
and void with the candidate having to resubmit his/her work for assessment.
Referencing and professionalism
To ensure that candidates follow a professional stance at all times, they need to:
Use Harvard referencing for all citations and references (including in-text)
Use professional business English in presenting their work
Third party referencing should be made at all-time where the words I, We, Me etc., must not
be used within the answer
Candidates should bear in mind that considerable marks are awarded for format and presentation and
therefore, referencing and professionalism will be assessed in every task they attempt.
Plagiarism and Collusion
Plagiarism and collusion will be considered as an academic offense and will be dealt with as a serious
issue. Plagiarism refers to presenting work of another author without appropriate referencing and/or
attribution. Collusion is when two or more candidates present work with distinct similarities in concept
and ideas.
Candidates can opt to use a valid plagiarism software i.e. TurnitIn to assess similarity scores and should
attach the report along with their final answers for reference.
Excessive referencing will also be considered an academic offence which will lead to penalization in
marks awarded for format and presentation or on serious cases where candidates work will be declared
null and void. This will be decided by the OEH academic panel in collaboration with EduQual.
These offences will be taken seriously at all times and will result in penalization where candidates work
will be declared null and void.

Assignment Two
Task 1
As the Marketing Manager for a B2B organisation of your choice, you have been asked to prepare a
report that details the following information in light of a proposed release of a new product to the
market:
1. Detail the organisations target market and design an appropriate marketing communication
strategy and integrated marketing communication plan while paying extra focus on the promotional
mix. Explain how to use statistical data and quantitative indicators to evaluate the success of the
communication plan.
2. Explain how you intend designing a promotional campaign that would enhance the competitive
advantage of the marketing mix for the new product release
3. Evaluate the role of internet and information technology to in further enhancing the organisations
competitive advantage
(LO: BE- 1, 2, 3, 9. MC 1, 2, 3, 4)
Word Count: 3000 maximum

Task 1
Assessment criteria and mark scheme
Assessment Criteria
Identification of the organisations target
market
Recommendation
of
appropriate
marketing strategies and the use of the
promotional mix to device a viable
communications plan
Explanation on how statistical data and
quantitative indicators can be used to
evaluate
the
success
of
the
communication plan
Identify a new product or service that the
organisation intends releasing to the
market
Develop a promotional campaign to
enhance competitive advantage in the
marketing mix designed for the new
product/service
Evaluation of how internet and
information
technology
help
organisations create further competitive
advantage.
Structure and format
Total Mark

Marks
allocated
05
12

05

03

10

10
05
50

Comments

1st Marker
Marks

2nd Marker
Marks

Moderated
Mark

General Comment

1st Marker

Date

2nd Marker

Date

Task 2
In your role as the Business Development Manager of a B2B organisation of your choice, you are
required to produce a report that explains the dynamics of a business-to-business organisation.
The report should include
1. The definition of B2B marketing and a critical evaluation of the key differences between B2B
marketing and B2C marketing in the sectors given below:
a. Commercial sector
b. Not-for-profit sector
c. Public sector
2. Identify one macro-economic factor that may pose an impact on the operations of your organisation
and discussed the opportunities and threats that may arise as a result of it.
3. Provide recommendations on how the organisation can adapt its resources in the midst of the afore
mentioned affects to ensure that it maintains its competitive advantage in national and global level
(LO: BE- 4, 5, 6, 7, 8, 9. MC 5, 6, 7, 8)

Word Count: 3000 maximum

Task 2
Assessment criteria and mark scheme
Assessment Criteria
Definition of the B2B concept
Critical evaluation of the differences
between B2B and B2C marketing in
commercial, not-for-profit and public
sectors
Identification of a macro-economic
change that would impact the
organisation and its industry
Explain the impact it may on the
organisations B2B operations through
possible avenues of opportunities and
threats
Recommendations
on
how
the
organisation can overcome and capitalise
on the identified change
Explanation of how the organisation can
adapt resource to successfully face the
changes mentioned above and achieve
competitive advantage on a local and
global scale.
Structure and format
Total Mark

Marks
allocated
05
08

05

07

10

10
05
50

Comments

1st Marker
Marks

2nd Marker
Marks

Moderated
Mark

General Comment

1st Marker

Date

2nd Marker

Date

Assessment Criteria for all assessments


Marks
70-100

60-69

50-59

40-49

30-39

Criteria
The answer submitted has an outstanding result with negligible amount of mistakes.
The answer shows an appreciative level of knowledge and clear understanding of
related models, theories and frameworks. Analytical techniques used show the wide
area of knowledge the student has.
The ability to apply and contextualize the models, theories and frameworks are clearly
recognisable.
The analysis and the use of research data, as well as the ability to use the data to reach
acceptable and accurate conclusions is exceptional.
Answers show independent thought and clarity of the student answer has led to an
overall focused and evaluative answer.
The answer has followed proper Harvard referencing.
The answer shows an above average standard with few errors.
The answer shows a decent level of knowledge and fairly clear understanding of related
models, theories and frameworks. The use of analytical techniques is obvious
throughout the answer in a manner that reflects a very good level.
The ability to apply and contextualise the models, theories and framework are of a good
standard.
The analysis and the use of research data, as well as the ability to use the data to reach
acceptable and accurate conclusions is above average levels.
Answers show independent thought and clarity of the student answer has led to an
overall focused and evaluative answer with little inconsistency.
The answer has followed proper Harvard referencing.
The answer shows an above average standard with errors.
The answer shows a general level of knowledge and fairly clear understanding of
related models, theories and frameworks. The use of analytical techniques is obvious
throughout the answer in a manner that reflects a good level.
The ability to apply and contextualise the models, theories and framework are of a
reasonable standard. But the link between theory and practical knowledge appears to
be restricted.
The answer shows more assumptions than conclusive evidences and valid arguments.
However the ability to interpret and evaluate is evident.
Answers show independent thought and clarity of the student answer has led to an
overall focused and evaluative answer with some inconsistencies.
The answer has followed Harvard referencing in the bibliography at an acceptable level.
There are several shortcomings throughout the answer.
The knowledge level reflected in the answer is limited especially in understanding of
related models, theories and framework.
The case material has been repeated instead of evidencing knowledge.
The use of analytical techniques is inadequate.
A certain level of relevance is evident in Harvard referencing.
Answer submitted is quite weak and lacks proper focus.
There are number of poor grammar and spelling errors.
The lack of understanding in subject knowledge, related models, theories and
frameworks is evident.

0-29

Contextualisation, interpretation, and evaluation are of a poor standard.


Reflects only basic levels of Harvard referencing in the bibliography.
Requires more work on answering skills.
There is very little evidence of appropriate subject knowledge.
The use of models, theories and frameworks is quite poor.
The analytical skills and contextualization is almost non-existent.
Answer produced has little relevance to the assignment briefs.
The overall output is well below the required standard.
Considerable amount of work is needed as the overall answer it quite poor and
unacceptable.