1 | P a g eUGB161 Introduction to Marketing AssessmentModule Leader: Muhammad KamranCanvas & JIRA Deadline: TUESDAY 16 FEBRUARY 2021, 14:00Learning outcomesKnowledge and UnderstandingK1 – Knowledge and understanding of different areas of marketing, the relationships between them and theirapplication to international business organisationsK2 – Understanding of markets and their operation for goods and services across a global environmentK3 Understanding of the relationship between organisations and their customersK4 – Appreciation of the development of appropriate marketing tools and tactics within a changing environmentSkillsS1 – Ability to identify, interpret and analyse approaches to communication in a marketing environmentAssessment Length:Format:Weighting3,000 wordsReport100% of the marks for the module 2 | P a g eTaskYou work in the marketing department of Marks & Spencer Head Office.https://corporate.marksandspencer.com/contact/headquartersThe board of directors have asked you to undertake a marketing audit of the business’s current performance and havetasked you to undertake an evaluation of the organisations current marketing strategy and position in the market.The directors have asked that you include a proposal of two sets of market segmentation criteria which could besuccessfully targeted by the business. You must undertake suitable market research to explain how these chosencustomer groups will grow the business within the retail marketplace.The report must clearly demonstrate your understanding of buyer behaviour and show suitable research to justify yourchosen marketing strategy to meet the requirements of the suggested segments and move the business forward.The report must be fully Harvard referenced and make use of appendices material where appropriate.Assessment RegulationsFor further information regarding Assessment Regulations, extenuating circumstances or extensions and academicintegrity, please refer to your Programme Handbook on the University of Sunderland in London information page onCanvasSubmission guidelinesThere are currently two steps that you need to follow to ensure that you successfully submit your work for marking.Your submission links will become available approximately 3 weeks prior to your submission deadline, along withdetailed instructions on how to submit your assignment, but in the meantime please feel free to also watch thisAssignment Submission Instructions video.GradingYou will be marked in accordance to the University of Sunderland assessment criteria attached below. The assessmentcriteria covers; Relevance, Knowledge, Analysis, Argument and Structure, Critical Evaluation, Presentation, Referenceto Literature.3 | P a g eAssessment Criteria CategoriesGradeRelevanceKnowledgeAnalysisArgument andStructureCritical EvaluationPresentationReference to LiteraturePass86 –The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level100%of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level arefully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compellingevaluation, originality, and elegance of argument, interpretation or discourse.76-85%The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it isexpected that the work will be outstanding in the majority of the category as cited above or by demonstrating particularly compelling evaluation andelegance of argument, interpretation or discourse.The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.70 –75%There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied. At this level it isexpected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation andelegance of argument, interpretation or discourse.Directly relevantA substantialGood analysis,Generally coherent andMay contain someWell written,Critical appraisal of up-60 –69%to therequirements ofthe assessmentknowledge ofrelevant material,showing a clearclear andorderlylogically structured,using an appropriatemode of argumentdistinctive orindependentthinking; maywith standardspelling andgrammar, in ato-date and/orappropriate literature.Recognition ofgrasp of themes,and/or theoreticalbegin to formulatereadable styledifferent perspectives.questions andmode(s)an independentwith acceptableVery good use ofissues thereinposition in relationformatsource material. Uses ato theory and/orrange of sourcespractice. 4 | P a g e 50 –59%Some attempt toaddress therequirements ofthe assessment:may drift awayfrom this in lessfocused passagesAdequateknowledge of afair range ofrelevant material,with intermittentevidence of anappreciation ofits significanceSomeanalyticaltreatment, butmay be proneto description,or to narrative,which lacksclear analyticalpurposeSome attempt toconstruct a coherentargument, but maysuffer loss of focus andconsistency, with issuesat stake stated onlyvaguely, or theoreticalmode(s) couched insimplistic termsSound work whichexpresses acoherent positiononly in broad termsand in uncriticalconformity to oneor more standardviews of the topicCompetentlywritten, with onlyminor lapsesfrom standardgrammar, withacceptable formatUses a variety ofliterature whichincludes some recenttexts and/or appropriateliterature, though notnecessarily including asubstantive amountbeyond library texts.Competent use ofsource material.40 –49%Some correlationwith therequirements ofthe assessmentbut there is asignificantdegree ofirrelevanceBasicunderstanding ofthe subject butaddressing alimited range ofmaterialLargelydescriptive ornarrative, withlittle evidenceof analysisA basic argument isevident, but mainlysupported by assertionand there may be alack of clarity andcoherenceSome evidence of aview starting to beformed but mainlyderivative.A simple basicstyle but withsignificantdeficiencies inexpression orformat that maypose obstacles forthe readerSome up-to-date and/orappropriate literatureused. Goes beyond thematerial tutor hasprovided. Limited useof sources to support apoint. Weak use ofsource material.Fail35 –39%Relevance to therequirements ofthe assessmentmay be veryintermittent, andmay be reducedto its vaguestand leastchallengingtermsA limitedunderstanding ofa narrow range ofmaterialHeavydependence ondescription,and/or onparaphrase, iscommonLittle evidence ofcoherent argument:lacks development andmay be repetitive orthinAlmost whollyderivative: thewriter’scontribution rarelygoes beyondsimplifyingparaphraseNumerousdeficiencies inexpression andpresentation; thewriter mayachieve clarity (ifat all) only byusing a simplisticor repetitiousstyleBarely adequate use ofliterature. Overreliance on materialprovided by the tutor.The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied. 5 | P a g e 30 –34%The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. Theevidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak insome of the indicators.15-29%The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of thequalification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weakin several of the indicators.0-14%The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of thequalification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will beweak in the majority or all of the indicators.
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