QUALIFI ASSESSMENT DOCUMENT
Qualification Qualifi Level 7 Diploma in Strategic Management & Leadership
Qualification No (RQF) 601/5335/0
Unit Name Strategic Marketing
Unit Reference 708
No of Credits 15 Credits
Introduction
Prior to attempting this coursework assignment, Learners must familiarise themselves with the following policies:
• Centre Specification
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• Qualifi Quality Assurance Standards
• Qualifi Quality Policy Statement
Plagiarism and Collusion
In submitting the assignment Learner’s must complete a statement of authenticity confirming that the work submitted for all tasks is their
own. The statement should also include the word count.
Your accredited study centre will direct you to the appropriate software that checks the level of similarity. Qualifi recommends the use of
https://www.turnitin.com as a part of the assessment.
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 learners submit work which is so alike in ideas, content, wording and/or structure that the similarity goes
beyond what might have been mere coincidence
Please familiarise yourself on Qualifi’s Malpractice and Maladministration policy, where you can find further information
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Referencing
A professional approach to work is expected from all learners. Learners must therefore identify and acknowledge ALL
sources/methodologies/applications used.
The learner must use an appropriate referencing system to achieve this. Marks are not awarded for the use of English; however, the learner
must express ideas clearly and ensure that appropriate terminology is used to convey accuracy in meaning.
Qualifi recommends using Harvard Style of Referencing throughout your work.
Appendices
You may include appendices to support your work, however appendices must only contain additional supporting information, and must be
clearly referenced in your assignment.
You may also include tables, graphs, diagrams, Gantt chart and flowcharts that support the main report should be incorporated into the back
of the assignment report that is submitted.
Any published secondary information such as annual reports and company literature, should be referenced in the main text of the assignment,
in accordance of Harvard Style Referencing, and referenced at the end of the assignment.
Confidentiality
Where a Learner is using organisational information that deals with sensitive material or issues, they must seek the advice and permission
from that organisation about its inclusion.
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Where confidentiality is an issue, Learners are advised to anonymise their assignment report so that it cannot be attributed to that particular
organisation.
Word Count Policy
Learners must comply with the required word count, within a margin of +10%. These rules exclude the index, headings, tables, images,
footnotes, appendices and information contained within references and bibliographies.
When an assessment task requires learners to produce presentation slides with supporting notes, the word count applies to the supporting
notes only.
Submission of Assignments
All work to be submitted on the due date as per Centre’s advice.
All work must be submitted in a single electronic document (.doc file), or via Turnitin, where applicable.
This should go to the tutor and Centre Manager/Programme Director, plus one hard copy posted to the Centre Manager (if required)
Marking and grades
Qualifi uses a standard marking rubric for all assignments, and you can find the details at the end of this document.
Unless stated elsewhere, Learners must answer all questions in this document.
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Assignment Question
Scenario
Learners may use their own employment context, or that of another organisation with which they are very familiar, to base their assignment.
However, in the case that they are not able to do so, please use the below scenario:
You are a senior manager, leading the marketing department of an organisation. Your team is responsible for identifying and delivering a
marketing plan that supports organisational objectives.
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Task 1 – 500 words
1.1: Critically evaluate a range of marketing tools, techniques and principles’ can be deployed to support general organisational strategy,
exploration of marketing orientation will be of value here. Summative explore how these techniques impact on marketing planning.
Organisational are increasing deploying marketing concepts in many functional areas, in a seamless fashion, to the benefit of the organisation.
1.2: Determine how key marketing methodologies and approaches contribute towards marketing planning within diverse organisations. This
task would blend well with 1.1.
1.3: Detail the component part of the plan, considering your organisational context is complex; ensure that these component parts have
sufficiency, to address complexity. Perform a risk assessment, or other methodology of your choice. Put in place a contingency plan to address
identified risk, include within this an action statement. A project approach may be considered as a means of implementation of your identified
actions and contingencies.
Assessment Criteria
1.1: Critically evaluate how marketing techniques and tools can support the strategy of an organisation and how this impacts on the
marketing plan.
1.2: Determine marketing methodologies and approaches that contribute to a marketing plan within complex organisations.
1.3: Address risk associated with the marketing plan.
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Task 2 – 500 words
2.1: Review your work and research in 1.3, further critically analysing the sectional component parts of the marketing plan, evaluate the critical
sections of the plan, those that may make the greater contributions to the whole, towards meeting the established strategic marketing
objectives.
2.2: Review the high-risk sections of the marketing plan and evolve and justify appropriate strategies and tactics to reduce, keep in check or
design out altogether, as appropriate to your scenario. Quantitative risk assessment techniques, that can be justified and interrogated is
strongly advised here.
2.3: Develop a marketing plan. Review your assignment research and output thus far, for areas of the marketing plan that have already been
covered, avoiding duplication, and supporting a reduction in the burden of assessment.
Assessment Criteria
2.1: Critically analyse the components of a marketing plan and the levels of importance of each component to the achievement of
strategic objectives.
2.2: Address mitigation strategies for high risk components of the plan.
2.3: Develop a marketing plan that will achieve strategic objectives for a complex organisation.
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Task 3 – 500 words
3.1: You are asked to construct a marketing plan for a specific area within your responsibility. Identify measures for evaluating the success of
the plan. Explain the process that is required in order to secure approval within your organisation.
3.2: Develop an approach or approaches to gain commitment and buy in into your plan. It is likely that you will have many factors effecting
engagement, loyalty; the social ethics of your plan would also be valid here. It should be remembered that it is very important to retain
commitments for the duration of the plan, further, that stakeholders’ positions are likely to shift during the duration of the planned life. Future
learning from your plan is also a valid aspect of inclusion into your planning reviews.
3.3: Marketing planning has essentially built in plan monitoring and controls, conduct research into the concepts of monitoring and control,
within a marketing context. Select and apply such techniques that fit your organisational culture, size and scope of the planned activities and
level of operation.
Assessment Criteria
3.1: Discuss how the plan supports strategic objectives.
3.2: Develop an approach to gain agreement for the marketing plan that will change organisation actions and methods to achieve
strategic objectives.
3.3: Critically evaluate and provides review measures for the agreed plan.
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Distinguished Excellent Good Proficient Basic Marginal Unacceptable
Criteria 80+ 70 60 50 40 30 0
Describes some of
Adequate
Comprehensive the main ideas but
Extensive evaluation evaluation and Describes main Largely incomplete Inadequate
Content critical evaluation omits some
and synthesis of synthesis of key ideas with evidence description of main information or
(alignment with and synthesis of concepts; limited
ideas; includes ideas beyond basic of evaluation; issues; misses key containing
assessment criteria) ideas; includes evidence of
substantial original descriptions; includes some concepts; no information not
coherent original evaluation;
thinking includes original original thinking original thinking relevant to the topic
thinking confused original
thinking
thinking
In-depth, detailed
Clear and relevant
and relevant Appropriate Adequate Limited application Confused
application of Little or no evidence
Application of application of application of application of of theory; refers to application of
theory; fully of application of
Theory and theory; expertly theory; integrates theory; uses literature but may theory; does not use
integrates literature theory and relevant
Literature integrates literature literature to support literature to support not use it literature for
to support ideas and literature
to support ideas and ideas and concepts ideas and concepts consistently support
concepts
concept
Comprehensive Limited and Confused or
Extensive depth of Little or no evidence
knowledge and Sound Basic Knowledge superficial inadequate
understanding and of knowledge or
Knowledge and depth of understanding of and understanding knowledge and knowledge and
exploration beyond understanding of
Understanding understanding key principles and of key concepts and understanding of understanding of
key principles and key concepts and
principles and concepts principles key concepts and key concepts and
concepts principles
concepts principles principles
Logical, coherent
and polished Logical, coherent Logical structure to Confused Illogical
Somewhat weak
presentation presentation presentation; makes Orderly presentation; errors presentation lacking
presentation; errors
Presentation and exceeding demonstrating few errors in presentation; minor in mechanics and cohesion; contains
in mechanics and
Writing Skills expectations at this mastery; free from mechanics and errors in mechanics syntax often significant errors
syntax may interfere
level; free from errors in mechanics syntax which do not and syntax interfere with that interfere with
with meaning
errors in mechanics and syntax prohibit meaning meaning meaning
and syntax
Little or no evidence
Advanced use of in- Mastery of in-text Appropriate use of Adequate use of in- Limited use of in- Inadequate use of
of appropriate
Referencing text citation and citation and in-text citation and text citation and text citation and citation and
referencing or use
references referencing referencing referencing referencing referencing
of sources
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Instructor’s Comments
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Directions:
1. For each of the criteria listed in the first column, circle one box in the corresponding column to the right which best reflects the student’s
work on this particular assessment activity (e.g., project, presentation, essay).
2. Provide specific feedback to a student about each of the criteria scores he/she earned by writing comments and suggestions for
improvement in the last row titled “Instructor’s comments.”
3. To arrive at a mark, total the boxes and divide by 5 to arrive at final mark.
Example:
Distinguished Excellent Good Proficient Basic Marginal Unacceptable
Range 80-100 70-79 60-69 50-59 40-49 35-39 0-34
Criteria Score
Content 50
Application of Theory and Literature 40
Knowledge and Understanding 50
Presentation/Writing Skills 40
Referencing 40
Total Score 220/5 = 44, Basic
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