THE UNIVERSITY OF NORTHAMPTON NORTHAMPTON BUSINESS SCHOOL MODULE: MKTM028 Strategic Marketing MBA 2016-2017 Module Code Level Credit Value Module Leader MKTM028 SPR16-17 7 20 Dr Stephen Castle Assignment Brief Assignment title: Assignment Two MKTM028: Product Portfolio Weighting: 60% of Module Marks Deadline: Monday May 1 st 2017 23.59h Feedback and Grades due: 29 th May 2017 Resit Date 26 th June 2017 Purpose of the Assessment This assignment has been designed to allow students the opportunity to explore the underlying importance of marketing and a marketing philosophy within organisations, and to society as a whole. Assessment Task “Most organisations offer more than one product or service…..The advantage here is that the various products – the product portfolio – can be managed so that they are not all in the same phase in their life cycles” (Hollensen, 2015 p257). Having a balanced portfolio allows for the most efficient use of both cash and human resources (Hollensen, 2015 p257). * Hollensen, S. (2015) Marketing Management: A relationship approach. 3 rd ed. Harlow Pearson. By reference to academic literature, explore the concept of product portfolio management, using appropriate marketing models and industry examples to demonstrate your learning and application. Indicate how any company could apply the concepts around portfolio management, making generic recommendations. You are required to produce an essay that demonstrates your understanding of key aspects of Strategic Marketing. The essay should have:  a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature.  an effective practical foundation, which makes generic management recommendations. Assessment Submission Online submission only. To submit your work, please go to the ‘Submit your work’ area of the Module NILE site. It is important that you submit your work to the correct module NILE site, and that your work is submitted on time. The work will be submitted in essay format and should be 3000 words, +/- 10%. University policy regarding the presentation of references must be followed. Any assignment that exceeds the given word count will be penalised. Academic Practice This is an individual assignment. The University of Northampton policy will apply in all cases of copying, plagiarism, academic misrepresentation, or any other methods by which students have obtained (or attempted to obtain) an unfair advantage. Support and guidance on assessments and academic integrity can be found from the following resources SkillsHub: https://skillshub.northampton.ac.uk Learning& Development: https://nile.northampton.ac.uk/webapps/portal/execute/tabs/tabAction?tab_tab_grou p_id=_253_1 Assessment Guidance See below. Learning outcomes The learning outcomes being addressed through this assignment are: Knowledge and Understanding a) Justify, using robust practical and theoretical evidence, the application of marketing across a variety of orgainisational contexts b) Critically select and apply relevant marketing theories, conceptual models and frameworks in the development of marketing strategies within a dynamic business environment to produce superior marketplace performance c) Demonstrate knowledge applied to evaluate marketing practice in relation to the cross-functional aspects of business & management with the goal of enhancing long-term shareholder value Subject Specific skills d) Synthesise complex organisational based information, together with dynamic external data into effective marketing lead strategies e) Demonstrate an ability to work effectively in a leadership role in order to carry out marketing tasks linking theory to practice Key Skills f) Make discriminating use of a range of learning resources in order to solve organisational marketing related problems g) Communicate the solutions arrived at, and the thinking underlying them, in verbal and written form. Assessment criteria Please consult the Assessment Matters section of the Common Academic Framework - Student Guide for information on the general grading criteria. In order to gain a good pass for this assignment at this level students are expected to pay attention to the following: Structure and clarity of expression The fundamental features of well-structured work are expected as the norm at this level with students often involved in developing a suitable conceptual framework in order to evaluate and analyse the issue or question set. There will be proper attention to the type and style of the assignment – in this case academic essay - and the work should remain clearly focused, follow a logical sequence and clear sense of direction even though more complex issues are addressed. Reading/Research and Referencing Reading should extend beyond general marketing texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications. Students should also demonstrate a more selective approach to their reading in order to improve the quality of their work through varied, appropriate sources to logically develop and support their argument. The proper, accurate presentation of quotations and references is expected and inaccuracies will be penalised, as will the over-reliance on a single source or limited sources of information. Content and understanding Knowledge itself is not necessarily rewarded at this level. While extensive knowledge and understanding is expected, it is how this is used in analysis which is more important. Capable students will demonstrate an awareness of contemporary issues and importance of adopting an organisation wide marketing philosophy to contribute to greater stakeholder engagement, customer satisfaction and value creation. Capable students may realise that a definitive answer to particular concerns posed by the essay question may prove elusive. Analysis/Evaluation Students should demonstrate an ability to identify the key issues which are most relevant to the given area of marketing strategy, philosophy and application - centred on its overall purpose, usage and effectiveness. The ability to appraise and evaluate marketing concepts, theories and frameworks and their application for gaining understanding and insights regarding their chosen example is expected and students should be able to demonstrate skills of critical evaluation of theory during their work. Application to industry Students should demonstrate the ability to integrate theory into practice and increasing abilities to evaluate the embedded marketing philosophy and its resulting outcomes for relevant businesses and organisations. Grading / feedback guidance The table on the following pages serves as a general grading guide to assist you in preparing, structuring, presenting and evaluating your own work. Lecturer feedback will also include specific remarks on strengths and aspects for improvement as well as overall comments on the assignment as a whole. GENERAL ASSESSMENT FOR PORTFOLIO ANALYSIS A B C D F Structure & clarity of expression 10% A polished and coherent structure. Thoughts & ideas are expressed clearly and focused on the purpose of the task. Fluent academic style. Presentation carefully and logically organised. Thoughts and ideas expressed with clarity and focus. Presentation and organisation satisfactory. Language mainly fluent though some proof-reading required. Presentation shows attempt to organise. Language not always fluent. Needs thorough proof-reading. Disorganised and unclear, the assignment is poorly presented and inadequately structured. Reading / research & referencing 15% Excellent range of relevant sources has been used to inform the piece, with clear evidence that the credibility of sources has been considered. Referencing is in accordance with the Harvard format. Good range of sources used to inform the piece. There is evidence that the credibility of sources has been considered. Referencing is in accordance with the Harvard format Sound range of sources has been sued, although evaluation of these is more limited. Referencing is in accordance with the Harvard format, but with errors. Limited range of sources used to inform the piece, with little evidence of evaluation. Referencing has major errors. Application of the findings to the chosen brand is limited. Very limited range of sources has been used, many of which are not credible. No effort at evaluation of sources. Referencing is inadequate. Content and understanding 20% Excellent use is made of relevant marketing theory to structure and inform the piece. Clear understanding is evident in the way marketing theory is employed. Good use is made of relevant marketing theory to structure and inform the piece. Clear understanding is evident in the way marketing theory is employed. Sound use is made of relevant marketing theory to structure and inform the piece. Application of marketing theory demonstrates a sound level of understanding. Limited use is made of relevant marketing theory to structure and inform the piece. Application of marketing theory shows deficiencies in understanding. The submission fails to meet the required standard due to significant content omissions and lack of understanding. Analysis / evaluation 30% Highly analytical approach. Excellent use is made of relevant theory to inform and facilitate a robust evaluation of an embedded marketing approach. An analytical approach is evident. Good use is made of relevant theory to inform and facilitate evaluation of an embedded marketing approach. There is sound evidence of an analytical approach, although with a fair degree of descriptive work. Marketing theory is employed, but there are limitations in the degree of evaluation. The submission is largely descriptive, although with some evidence