ASSIGNMENT FRONT SHEET
Student Name:
Certification: I certify that the whole of this work is the result of my individual effort and that all
quotations from books, periodicals etc. have been acknowledged.
Student Signature: Date:
Student Registration Number:
Student email address:
Programme: Business Programme Level: 6
Academic Year: 2022 / 2023 Semester: 2
Module title: Strategic Marketing Assignment: 2
Module code: BUS 651 Word Limit: 2,000 (+/- 10%)
Percentage Weighting of assignment: 50%
Issue date: 1st January, 2023 Return date: 25th April 2023 before 10.00AM
Lecturer: Dr. Phuspa Poopalasingam Second marker:
Notes for students:
1. Electronic copy of assignment must be submitted through Turnitin software - no hard copies
accepted.
2. This assignment will be marked electronically, and the results and feedback will be made available
online through Turnitin.
3. 10% of marks are awarded for satisfactory use of language, structure, format, style and overall
presentation.
4. 5% of marks are awarded for satisfactory referencing (Harvard referencing method) and formatting
a Reference List. Note that all referenced work should be obtained from credible sources.
5. Students should ensure that they comply with Glyndwr University’s plagiarism policy.
6. Students should not exceed the word limit more than the indicated tolerance level (10%).
Learning Outcomes Tested in this Assignment:
1. Synthesise the new marketing mix and associated innovative practices related to customer
management.
2. Recognise the challenges of implementing marketing strategies and the need to manage resources
effectively through monitoring, measuring and the adoption of continuous improvement.
1
Overall Comment:
Mark (%)
BUS651 Strategic Marketing - Assignment 2 Brief
You are required to produce a 2000-word report which critically appraises the Marketing
Strategy of an organisation that you are familiar with. This must be the same
organisation as the one used for Assignment 1.
You should build upon the findings from the situational analysis in Assignment 1, to
recommend possible strategic marketing options for the organisation and how these
might be implemented.
You are requested to include in the report the following:
1. Building on the findings of your situational analysis in Assignment 1 you should
critically appraise the marketing situation of the organisation and the strategic
marketing options open to it.
2. Identify growth opportunities from these options and outline a creative and
innovative marketing strategy to exploit so that you gain competitive advantage for
the organisation in the marketplace.
3. Describe how this strategy can be implemented, monitored and controlled.
Marks will be awarded for your report as follows:
2
Assessment Criteria - Learning Outcomes to Be Marks Marks
Met: Awarded Available
Depth of critical appraisal of the Organisation’s
1 strategic marketing activities and application of a
35
range of strategic marketing tools and
frameworks.
Recommendations for future growth options and
2 sustaining competitive advantage in the form of a 35
strategic marketing plan.
Ability to critically evaluate a range of academic
3 theory (to justify your ideas and demonstrate 15
evidence of wider reading and research).
Quality & Presentation of written work - quality of
Harvard referencing throughout; Report format:
4 (numbered subheadings, introduction, 10 + 5
recommendations, conclusion, page numbers).
Total Marks 100%
Additional Comments from Second marker or External Examiner (if required):
BUS 651 - Indicative outline for Assignment 2 - Report of 2000 words (+/-10%)
- Cover Page
- Contents
- Introduction (200 words)
Set out the content including: a short introduction to the company and a summary of the
initial findings from assignment 1, a summary of aims and objectives for assignment 2
etc.
- Background findings & situation appraisal (600 words)
➢ A detailed overview of the company’s marketing situation as defined in assignment
1. What were your initial outcomes / findings from the situational analysis? What
tools did you use to produce them?
3
➢ Appraise the marketing situation of the organisation and the strategic marketing
options. Do you identify any gaps? Do you propose any initial marketing strategies
to be applied based on the situational analysis in assignment 1?
- Strategy Building (600 words)
➢ Based on the previous situational appraisal, identify growth opportunities and outline
a creative and innovative marketing strategy that will help you gain competitive
advantage for the organisation in the marketplace. Do not forget to highlight why
and how this competitive advantage is key to produce value.
➢ To compose and critically appraise your proposed strategy, use theoretical
frameworks and models (like the Marketing Mix) linking to the findings from
assessment 1 (initial findings - identified gaps - proposed strategies).
➢ Please try and reference separately all appropriate theories and models for the
marketing mix elements which you are including as part of your marketing strategy.
➢ Make sure that throughout the assignment you provide explanation for each model
or theory you apply to the chosen company and the rationale for this selection.
- Implementation & Recommendations (600 words)
Now that you have analysed a proposed strategy, develop a short implementation plan,
which includes monitoring and control procedures. Considering the particularities of
your chosen organisation make recommendations as to the optimal schedule and
timeplan for each component of the strategy.
- Conclusion (200 words)
Draw together the main conclusions of the report. Do not add new information, only
summarise your previous points highlighting the recommendations you wish to make.
- References
Ensure you provide in-text citations throughout the report using the Harvard style,
together with a reference list of credible sources, to demonstrate evidence of wider
reading.
- Appendices -
The word guide in each section is only indicative. The length of each section will vary
depending on the company you chose to analyse in assignment 1 and the findings you
got.
4
Grading & Marking Criteria
Outstanding work of exceptional merit, which is original in content or
80 + approach allowing a novel perspective, going beyond what is available in
the literature.
Work, which is clearly articulated and well substantiated, based on
extensive reading, and demonstrates an authoritative grasp of the concepts,
methodology and content appropriate to the subject and to the assessed
70 - 79
task. There is clear evidence of originality and insight and an ability to
sustain an argument, to think analytically and / or critically and to synthesise
material effectively.
Work which demonstrates a very good level of understanding of the
concepts, methodology and content appropriate to the subject and which
draws on a wide range of properly referenced sources. There is clear
60 - 69
evidence of critical judgement in selecting, ordering and analysing content.
The work demonstrates some ability to synthesise material and to construct
responses, which reveal insight and may offer some occasional originality.
Work derived from a solid basis of reading and which demonstrates a grasp
of relevant material and key concepts and an ability to structure and
organise arguments. The performance may be rather routine but the work
50 - 59
will be accurate, clearly written and include some critical analysis and a
modest degree of original insight. There will be no serious omissions or
irrelevancies.
Competent and suitably organised work, which demonstrates a reasonable
level of understanding with minimal analysis and interpretation. It covers the
basic subject matter adequately but is too descriptive and insufficiently
40 - 49 analytical. There may be some misunderstanding of key concepts and
limitations in the ability to select relevant material so that the work may be
flawed by some omissions and irrelevancies. There will be some evidence
of appropriate reading, but it may be too narrowly focussed.
Work lacks evidence of knowledge relevant to the topic and / or significantly
misuses terminology. There is either no evidence of literature being
consulted or irrelevant to the assignment set. Inaccurate or inappropriate
30 - 39
choice of theory. Unsubstantiated / invalid conclusions based on anecdote
and generalisation only, or no conclusions at all. Lacks critical thought,
analysis and reference to theory.
Insufficient level of understanding and knowledge base unacceptably weak.
0 - 29 No evidence of logical structure and poorly presented. Referencing is
unsystematic or absent.
