UWBS038g Assessment Briefing for Students Assessment brief number (and title where applicable): Module leader: William Mott email address: [email protected] Academic Year: 2016 /17 (Please delete as appropriate. If “other” please specify) Module assessment detail (approved at validation as amended by module modification) Module code & title 7MK002 Marketing Management Module Learning outcomes: Tick () if tested here LO1 Critically analyse the changing environment(s) within which organisations operate and the implications for marketing management.  LO2 Synthesise marketing theory in order to develop marketing plans, applying appropriate models, tools and techniques.  LO3 Formulate control mechanisms in order to evaluate the effectiveness of the marketing plan.  Assessment types Weightings (%) Assignment 100 Assessment type, weighting and LOs tested by this assessment indicated in the shaded area above by a  Important requirements (Delete where appropriate, if other please provide detail) Mode of Working: individual Presentation Format: assignment Method of Submission: Electronic submission Mark required to pass this coursework: 50% (Complete following detail) Hand in date & time Monday teaching week 14 12.00 Date & method by which you will receive feedback Written feedback 4 weeks after submission Resit/retrieval date 10 weeks after the original submission Assessment limits (in accordance with UWBS assessment tariff) No more than: 6000 words, excluding appendices Do clearly state your student number when submitting work but do not indicate your name. Always keep a copy of your work. Always keep a file of working papers (containing, for instance, working notes, copied journal article and early drafts of your work, etc.) that show the development of your work and the sources you have used. You may need to show this to tutor at some point so notes should be clear and written in English. This is an important requirement. There may be circumstances where it is difficult to arrive at a mark for your work. If this is so you may be asked to submit your file within 3 working days and possibly meet with your tutor to answer questions on your submission. Explanation of submission requirements and further guidance • Assessments are subject to a word limit to ensure consistency of approach across all modules. Your work should not exceed the limit indicated (excluding references and appendices). Do not feel that you have to “achieve” this word count in your work. What is important is that the work satisfies the stated learning outcomes which are articulated through the assessment criteria (see following page). • Care is taken to ensure that work has been marked correctly. Checks are conducted by both a second lecturer and an independent expert from outside the University on batches of work. • Your work will not be returned to you but you will receive detailed feedback explaining how your mark has been arrived at and how your work could have been improved upon. • Always use the Harvard style referencing system. The University’s Learning Information Services have produced a series of guides covering a range of topics to support your studies and develop your academic skills including a guide to Harvard referencing http://www.wlv.ac.uk/lib/skills_for_learning/study_guides.aspx • Expensive or elaborate bindings and covers for submissions are not required in most instances. (Refer to guidelines however in the case of dissertations). • The Business School has a policy of anonymous marking of individual assessments which applies to most modules. You should not identify yourself directly in the work you submit and you may need to use phrases such as “the author of this assignment ….”in the detail of your submission. Avoid academic misconduct Warning: Collusion, plagiarism and cheating are very serious offences that can result in a student being expelled from the University. The Business School has a policy of actively identifying students who engage in academic misconduct of this nature and routinely applying detection techniques including the use of sophisticated software packages. • Avoid Collusion. The Business School encourages group working, however to avoid collusion always work on your own when completing individual assessments. Do not let fellow students have access to your work at any stage and do not be tempted to access the work of others. Refer to your module tutor if you do not understand or you need further guidance. • Avoid Plagiarism. You must use available and relevant literature to demonstrate your knowledge of a subject, however to avoid plagiarism you must take great care to acknowledge it properly. Plagiarism is the act of stealing someone else's work and passing it off as your own. This includes incorporating either unattributed direct quotation(s) or substantial paraphrasing from the work of another/others. For this reason it is important that you cite all the sources whose work you have drawn on and reference them fully in accordance with the Harvard referencing standard. (This includes citing any work that you may have submitted yourself previously). Extensive direct quotations in assessed work is ill advised because it represents a poor writing style, and it could lead to omission errors and a plagiarism offence could be committed accidentally. • Avoid the temptation to “commission” work or to cheat in other ways. There are temptations on the internet for you to take “short cuts”. Do not be tempted to either commission work to be completed on your behalf or search for completed past academic work. When you submit your work you will be required to sign an important declaration that the submission is your own work, any material you have used has been acknowledged and referenced, you have not allowed another student to have access to your work, the work has not been submitted previously, etc. Assessment Brief/ Task The detailed requirements for this task are as follows: You have been appointed as a Marketing Consultant. In this role you are required to prepare a three-year marketing plan for One Fine Stay in the UK market Task 1. You are required to produce a summary of an environmental appraisal analysis for the company, One Fine Stay in the U.K. market. - LO1 (20% weighting). Task 2. Identify two new target markets appropriate to the company, One Fine Stay in the U.K. market. This must include full justification of the target markets, customer profiling and positioning – LO2 (35% weighting). Task 3.Develop differentiated marketing mixes for each target market identified in part 2 (above). This must include marketing objectives and control sections for each mix. All recommendations must be fully justified – LO2, LO3 (45% weighting) The following information is important when: • Preparing for your assessment • Checking your work before you submit it • Interpreting feedback on your work after marking. Assessment Criteria The module Learning Outcomes tested by this assessment task are indicated on page 1. The precise criteria against which your work will be marked is as follows: • Summary of environmental appraisal analysis – LO1 (20% weighting) • Identification of two target markets appropriate to This must include full justification of the target markets, customer profiling and positioning – LO2 (35% weighting) • Development of differentiated marketing mixes for each target market identified in part 2 (above). This must include marketing objectives and control sections for each mix. All recommendations must be fully justified – LO2, LO3 (45% weighting) Performance descriptors Performance descriptors indicate how marks will be arrived at against each of the above criteria. The descriptors indicate the likely characteristics of work that is marked within the percentage bands indicated. 1. Summary of environmental appraisal analysis – LO1 (20% weighting) for One Fine Stay in the U.K. market. 70+% An excellent analysis of the internal and external environments using a range of appropriate analytical tools and evidence. 60-69& Evidence of a very good analysis of the internal and external environment that provides a very good basis for the development of a marketing plan. 55-59% Demonstrates a sound analysis providing a solid insight into the organisation and its external environment. 50-54% Some soundly based analysis that provides satisfactory evidence of an appropriate, albeit limited, understanding of the internal and external environments. 40-49% Insufficient evidence of an appropriate analysis that provides a meaningful insight into the organisation and its environment. Narrow, inappropriate use of analytical tools and supporting evidence. 0-39% Fails to meet the criteria. Insufficient, incomplete or inappropriate use of analytical tools and supporting evidence. 2. Identification of two new target markets appropriate to the company, One Fine Stay, in the U.K. market. This must include full justification of the target markets, customer profiling and positioning – LO2 (35% weighting) 70% + Clear evidence of an excellent ability to successfully identify target markets and then provide a comprehensive justification, customer profile and positioning statement for each one. 60-69% Evidence of a very good ability to successfully identify target markets and then provide a good justification, customer profile and positioning statement for each one. 55-59% Evidence of a solid ability to identify target markets and then provide an appropriate justification, customer profile and positioning statement for each one. 50-54% Some evidence of an ability to identify target markets and then provide satisfactory justification, customer profile and positioning statement for each one. Partial in its treatment and possibly lacking independent thought and creativity. 40-49% Poor identification of target markets that is lacking in soundly based justification, customer profiling and positioning statement. Poor ability to utilise the findings from the analysis in identifying appropriate target markets. 0-39% Fails to meet the criteria. Insufficient, incomplete or inappropriate identification, justification, consumer profiling and positioning. 3. Development of differentiated marketing mixes for each target market identified in part 2 (above). This must include marketing objectives and control sections for each mix. All recommendations must be fully justified – LO2, LO3 (45% weighting) 70%+ Clear evidence of an excellent ability to successfully synthesise theoretical frameworks, models and tools into practice, resulting in the development and comprehensive justification of differentiated marketing mixes for each target market (including objectives and control mechanisms). 60-69% Evidence of a very good ability to successfully synthesise theoretical frameworks, models and tools into practice, resulting in the development and good justification of differentiated marketing mixes for each target market (including objectives and control mechanisms). 55-59 Evidence of a solid ability to synthesise theoretical frameworks, models and tools into practice, resulting in the development and appropriate justification of differentiated marketing mixes for each target market (including objectives and control mechanisms). 50-54% Some evidence of an ability to synthesise theoretical frameworks, models and tools into practice, resulting in the development and justification, albeit limited, of satisfactory differentiated marketing mixes for each target market (including objectives and control mechanisms). 40-49% Unsatisfactory evidence of an ability to synthesise theoretical frameworks, models and tools in practice, resulting in the development and justification of limited marketing mixes for each target market. The marketing mixes are not clearly differentiated and do not include appropriate objectives and control mechanisms. 0-39% Fails to meet the criteria. Insufficient ability to synthesise theoretical frameworks, models and tools in practice, resulting in an incomplete and inappropriate development and justification of marketing mixes for each target market. To help you further: • Refer to the WOLF topic for contact details of your module leader/tutor, tutorial inputs, recommended reading and other sources, etc. Resit details will also appear on WOLF. • The University’s Learning Information Services offer support and guidance to help you with your studies and develop your academic skills http://www.wlv.ac.uk/lib/skills_for_learning/study_guides.aspx Task One : Task 1. You are required to produce a summary of an environmental appraisal analysis for the company, One Fine Stay in the U.K. market. - LO1 (20% weighting). The SWOT analysis of One Fine Stay The Rationale for marketing One Fine Stay Environmental Appraisal using PESTLE Micro Environment SWOT Anaysis of direct competitors ( like AirBnB) (the analysis should be based on current UK, assignment require how the current situation is impacting, more of reasoning and analysis) Task Two: Task 2. Identify two new target markets appropriate to the company, One Fine Stay in the U.K. market. This must include full justification of the target markets, customer profiling and positioning – LO2 (35% weighting). Task 3.Develop differentiated marketing mixes for each target market identified in part 2 (above). This must include marketing objectives and control sections for each mix. All recommendations must be fully justified – LO2, LO3 (45% weighting) Lecturer need all these points Two target markets to be identified. Objectives to be identified Segmentation Process should be included Gantt chart example for execution. Market segmentation should be Should include any 2 to 3 Ps of Marketing. 3 year projection ( 2017,2018 and 2019 needed)