UNDERGRADUATE

ASSIGNMENT
SPECIFICATION

Programme: BABS Module Level (3,4,5 or 4

6):

Module: Marketing Management Module code: SBLC4000

Contribution to Overall
50% Assignment No(s): Group presentation - 50%
Module Assessment (%):
Individual Report - 50%

Assignment Title(s): Recommendation Marketing Report for Smartphone industry

Lecturer: Farhana Hussain Internal Verifier: Ellie Semsar

Hand Out Date: 09/10/2017 Submission deadline: 18/12/2017

Feedback deadline:

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used from the published or unpublished works of other people.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.

Turnitin: All assignments must be submitted to Turnitin unless otherwise instructed by the Lecturer. YES X
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 NO
late submission: Up to one weeks late, maximum mark of 50%. Over one week late, Refer. Only the
UWTSD Extenuating Circumstances Panel may grant an extension.

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Learning Outcomes tested
(from module syllabus)
1.
Understand marketing terminology and marketing
concepts and appreciate the basic practices and
problems in marketing and marketing management
2.
Demonstrate skills in evaluating marketing strategy
opportunities through selected readings and case
analyses
3.
Appreciate the relationship between elements of
the marketing mix in different business and
environment settings
Assessment Criteria To achieve each outcome a
student must demonstrate the ability to:
Work as a group together with other members to
research and compile a report on marketing plan of
a specific company
Different members of the group will look at
different area and orally present their findings
within their team
Deploy analytical frameworks systematically and
consistently.
Synthesise theoretical material with practical and
actual trends in the market to generate proper
discussions and critique.
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 TASK DESCRIPTION: Group presentation (50%)

BACKGROUND / INTRODUCTION

You have been commissioned by your General Manager to provide a recommendation marketing report
for the next 12 months on the latest trends in the PESTEL macro-environmental factors that might impact
the Smartphone industry in which your company is competing in. The purpose of this report is to
recommend to the company what appropriate action to take to exploit and/or defend opportunities and
threats respectively to changing PESTEL trends to deliver value and satisfaction to the companys target
market.

TASKS

This will be marked on the basis of a 24 minutes group presentation based on 13 power-point slides.

For example for groups of 6: each students will have 2 power-point slides with their name clearly noted on
each slide - that makes a total of 12 slides and in addition you need to include a cover slide with all the
group members name and the title of your presentation. All candidates must be present at the
presentation. If a student is absent from the presentation, medical or personal circumstances evidence
must be provided to account for this absence, otherwise that candidate will fail.

All candidates must present verbally, each person speaks for maximum of 4 minutes - each team is usually
made of no more than SIX (6) persons and hence the overall 24 minutes time limit per group presentation.
The lecturer will assign groups at the end of the registration period. The group membership will then be
posted on the portal and announced in class.

Following the presentation, a copy of 13 power-point slides that have been used in the presentation should
be given to the examiner for assessment purposes with the student responsible for producing the slides
clearly indicating their name/ student number on each of their slides and including the sources of
literature they used.

Each member of the presenting group will be assessed on an individual basis and marked accordingly.

LENGTH REQUIRED

Group: 24 minutes and 13 PowerPoint Slides

Individual: 4 minutes and 2 PowerPoint Slides

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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. Length: (see length of slides on previous page each slide can be accompanied by no more than ONE (1)
page of expanded notes in NOTES VIEW in PowerPoint)
4. Formatting:
FOR GROUP REPORT: See Instruction No. 3 above.
FOR INDIVIDUAL & GROUP REPORT: Typed on A4 paper in Times New Roman or Arial font 12 with at least 2.5
centimetre space at each edge, double spaced and pages numbered.
5. Document format:
6. 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.
7. 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.

The use of a range of information sources is expected academic books, peer reviewed journal articles,
professional articles, press releases and newspaper articles, reliable statistics, company annual reports and other
company information. All referencing should be in the Harvard style.

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 MARKING CRITERIA AND STUDENT FEEDBACK
INDIVIDUAL CONTRIBUTION TO THE GROUP
PRESENTATION (50% 0F TOTAL MARKS)
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.

Plz ensure these marking criteria in your report

awarded
available

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

1. Research-informed Literature 10
Extent of research and/or own reading, selection of credible sources, application of appropriate referencing conventions.
How well you provide evidence of reading into relevant literature sources.
Indicating these sources on your slides as appropriate.

2. Knowledge and Understanding of Subject and Analysis 15

Extent of knowledge and understanding of concepts and underlying principles associated with the discipline. Analysis,
evaluation and synthesis; logic, argument and judgment; analytical reflection; organization of ideas and evidence.
Demonstrating understandings into the key Marketing Management concepts in your part of the presentation.
Demonstrating how these insights fit into the overall group presentation.

3. Analysis 20
Analysis, evaluation and synthesis; logic, argument and judgment; analytical reflection; organization of ideas and
evidence..

A clear statement of objectives for your part of the presentation.

.Conducting analysis in line with these objectives.
How well your objectives/ coverage fits into the overall group presentation.

4. Practical Application and Deployment 25

Deployment of methods, materials, tools and techniques; application of concepts; formulation of innovative and creative
solutions to solve problems.
How well you apply your academic concepts/ insights to the context of the organization being reported to.
The quality of the practical insights/ recommendations made to the company.
The contribution of these practical insights in the context of the overall group presentation.

5. Skills for Professional Practice 30

Attributes in professional practice: individual and collaborative working; deployment of appropriate media; presentation and organization.

The quality of the slides in your part of the presentation.

Tone of voice/ confidence in your delivery.
How well you manage the allocated time in your part of the presentation.

TOTAL 100

Late Submission Penalties (tick if

appropriate)
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 guidance only until they are confirmed. )
Up to one week late

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 TASK DESCRIPTION: INDIVIDUAL REPORT (50%)

BACKGROUND / INTRODUCTION

You have been tasked by your General Manager to come up with a report tracking the current trends in PESTEL
factors in the macro-environment of the Smartphone industry. The report should identify THREE (3) most
important current trends and its probable cause(s) and effect(s) for each of the PESTEL factors.

You are to make recommendations on how best to exploit and/or defend against what you think is THE [One (1)]
most important opportunity or threat for each of the PESTEL factor that requires immediate attention and corrective
action. [i.e. a total of SIX (6) recommendations]

You have agreed the plan will include:

An audit of the marketing environment;

o This will include an overview of the internal and external marketing environments.
o A SWOT analysis.
Details of a clear segmentation, targeting and positioning (STP) strategy.
o To illustrate your existing and potential market position and how JD Sport will stand out from the
competition.
Statements and justifications of 3/4 SMART Objectives.
o To clarify what Harrods should aim to achieve over the next 12 months.
Outlines of your proposals for each of the 7Ps.
o Your report will explain how you will use or adapt the tools of the marketing mix over the next 12
months.
Recommendations for Measurement and control.
o Which will show how you will evaluate the success of your marketing plan over the planning period.
Notes
You are advised to choose a public listed company in your location as it will have more publicly available information for
your research.
You do not need to produce a budget for this plan.

TASKS

Individual Report (50%)

Following the presentation each student must submit an individual report which should not exceed 2,000 words.
You will receive an individual mark for this work.

It is emphasized that this should be your own work and not group work and as such should not be shared with other
group members.

This report has to be referenced using the Harvard style (in text referencing as well as a list of references and
bibliography must be provided at the end of your report watch out for similarity index)

LENGTH
REQUIRED

2,000 words

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 MARKING CRITERIA AND STUDENT FEEDBACK
INDIVIDUAL REPORT (50% 0F TOTAL MARKS)
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.

Plz ensure these marking criteria in your report

awarded
available

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

1. Research-informed Literature 15
Extent of research and/or own reading, selection of credible sources, application of appropriate referencing conventions.

Providing evidence of reading into relevant literature sources.

Indications of these in the report text and listed at the end of the report in Harvard style.

2. Knowledge and Understanding of Subject 25

Extent of knowledge and understanding of concepts and underlying principles associated with the discipline.

Demonstrating familiarity and understanding into your chosen academic concepts

Demonstrating how well your material and understandings fit into, and contribute to the overall coverage of the group presentation.

3. Analysis 25
Analysis, evaluation and synthesis; logic, argument and judgment; analytical reflection; organization of ideas and evidence.

Clear statement of objectives for your part of the presentation and how these fit into the overall group objectives.

How well you analyse these Marketing Management concepts in line with your stated objectives.

4. Practical Application and Deployment 20

Deployment of methods, materials, tools and techniques; application of concepts; formulation of innovative and creative solutions to solve
problems.

How well you relate the academic concepts and principles to the context of the organization.

The practical value of the insights/recommendations provided for the organization as a result.

5. Skills for Professional Practice 15

Attributes in professional practice: individual and collaborative working; deployment of appropriate media; presentation and organization.

Structured in an acceptable and logical report format. How well your coverage and content flow throughout the text.

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 Late Submission Penalties (tick if %
and are for guidance only until they are confirmed. ) appropriate)

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 GUIDANCE FOR STUDENTS IN THE COMPLETION OF TASKS
NOTE: The guidance offered below is linked to the five common assessment criteria above.

1. Research-informed Literature
Your work must be informed and supported by scholarly material that is relevant to and focused on the task(s) set.
You should provide evidence that you have accessed a wide range of sources, which may be academic,
governmental and industrial; these sources may include academic journal articles, textbooks, current news articles,
organisational documents, and websites. You should consider the credibility of your sources; academic journals are
normally highly credible sources while websites require careful consideration/selection and should be used
sparingly. Any sources you use should be current and up-to-date, mostly published within the last five years or so,
though seminal/important works in the field may be older. You must provide evidence of your research/own reading
throughout your work, using in-text citations in the main body of your work and a reference list that is alphabetical
at the end of your work. Please use the Harvard referencing system.

2. Knowledge and Understanding of Subject

Your work must demonstrate the growing extent of your knowledge and understanding of concepts and underlying
principles associated with the subject area. Knowledge relates to the facts, information and skills you have acquired
through your learning. You demonstrate your understanding by interpreting the meaning of the facts and
information (knowledge). This means that you need to select and include in your work the concepts, techniques,
models, theories, etc. appropriate to the task(s) set. You should be able to explain the theories, concepts, etc.
meaningfully to show your understanding. Your mark/grade will also depend upon the extent to which you
demonstrate your knowledge and understanding; ideally each should be complete and detailed, with comprehensive
coverage.

3. Analysis
Your work must contain evidence of logical, analytical thinking, evaluation and synthesis. For example, to examine
and break information down into parts, make inferences, compile, compare and contrast information. This means
not just describing What! but also justifying: Why? How? When? Who? Where? At all times, you must provide
justification for your arguments and judgements. Evidence that you have reflected upon the ideas of others within
the subject area is crucial to you providing a reasoned and informed debate within your work. Furthermore, you
should provide evidence that you are able to make sound judgements and convincing arguments using data and
concepts. Sound, valid conclusions are necessary and must be derived from the content of your work. There should
be no new information presented within your conclusion. Where relevant, alternative solutions and
recommendations may be proposed.

4. Practical Application and Deployment

You should be able to demonstrate how the subject-related concepts and ideas relate to real world situations or a
particular context. How do they work in practice? You will deploy models, methods, techniques, and/or theories, in
that context, to assess current situations, perhaps to formulate plans or solutions to solve problems, some of which
may be innovative and creative. This is likely to involve, for instance, the use of real world examples and cases, the
application of a model within an organisation and/or benchmarking one organisation against others based on stated
criteria. You should show awareness of the limitations of concepts and theories when applied in particular contexts.

5. Skills for Professional Practice

Your work must provide evidence of the attributes expected in professional practice. This includes demonstrating
your individual initiative and/or collaborative working. You must communicate effectively in a suitable format, which
may be written and/or oral, for example, essay, management report, presentation. Work should be coherent and
well-structured in presentation and organisation.

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