Marketing Strategy
Marketing Strategy
Contents
Module Leader 4
Key dates and details 4
Description of the assessment 4
Assessment Content 5
Assessment Rubric 5
Anonymous Marking 5
Assessment Regulations 6
Key dates and details
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Assessment Type: |
Individual Report |
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Word count/Length |
1500 words (+/-15%) over a max of 10 A4 pages |
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Learning Outcomes: |
2 |
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Submission Method: |
Turnitin |
Description of the assessment
This
piece of work (Assignment 2) requires you to creating a future focused marketing strategy for the same organisation whose past, present and players you had appraised in the first piece of work (Assignment 1).
Assessment Content
You will put forward your proposal of assignment 2 for a future focused marketing strategy in a professional and visually stunning digital brochure. Think carefully about how you can present your research in a way that is both informative, digestible and imaginative.
·
Your document will be marked against:
1. An executive summary (5 marks = 1A4)
2. Introduction including a summary of the past, present and players to provide a context for the organisation’s future marketing strategy (5 marks = 150 words)
3. PROPOSED VISION – What is the strategy going to achieve? What will the brand look like in the future? How are you going to make the business futureproof? (25 marks = 350 words)
4. PROCESS – What does our future customer look like? How would we alter our value proposition? How would we communicate our value proposition? (35 marks = 600 words)
5. PROMPT – What’s the
‘first things’ (maximum 3) you are going to do? Provide examples of the
‘first things’. What’s the timeframe? (15 marks = 250 words)
6. A summary of the key ideas (5 marks = 150 words)
7. The presentation and Harvard referencing of the digital brochure (10 marks)
·
The Output
A 1500 word (+/-15%) professional document with a maximum of 10 pages (A4).
· Word count excludes: title page, ‘tables of….’, visual tables & images, references and appendices.
· Page count excludes: title page, ‘tables of….’, references and appendices.
Assessment Rubric
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80-89% |
70-79% |
60-69% |
50-59% |
40-49% |
Under 40% |
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Exceptional, as meets the brief and goes the extra mile.
Exceptional amount of research by finding additional sources to reference the arguments. Exceptional depth of analysis by relentlessly focusing on ‘why’, which is called critical evaluation.
Exceptional presentation visually, in attention to detail and an engaging writing style |
Very high quality, as it meets the brief brilliantly. Very high-quality research by using all suggested references
Very high -quality analysis but which mostly focuses on ‘why’ apart from one or two places Presented to a very high quality visually, minor gaps of attention to detail, minor lapse of energy in writing style |
High quality, as meets the brief apart from minor elements missing. High-quality research by using most suggested references High quality in describing, mostly analyses well but the focus on ‘why’ lacks consistency in a few places Presented to a high quality visually, with some gaps of attention to detail and consistent but monotonous writing style |
Very good as meets most of the brief but some elements lack detail. Very good research by using many suggested references with some missed out Very good in describing, mostly descriptive and focused on ‘what’ with limited focus om ‘why’ Very good presentation visually, with inconsistent attention to detail and descriptive writing style |
Good, as is inconsistent in meeting the brief with some elements completely not addressed Good research by using only some suggested references Good in describing, mostly descriptive and focused on ‘what’ Good presentation visually, with lack of attention to detail and a very basic writing style |
Satisfactory, as it does not meet most elements of the brief |
Fail, as it completely fails to meet the brief
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Exceptional |
Very high quality |
High quality |
Very good |
Good |
Satisfactory |
Fail |
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1st |
1st |
1st |
2.1 |
2.2 |
3rd |
F |
Anonymous Marking
You must submit your work using your
student number to identify yourself, not your name. You must not use your name in the text of the work at any point. When you submit your work in Turnitin you must submit your student number within the assignment document
and in the
Submission title field in Turnitin. A video showing how to do this can be found in the
Student Guides on Blackboard.
Assessment Regulations
The
University’s regulations, policies and procedures for students define the framework within which teaching and assessment are conducted. Please make sure you are familiar with these regulations, policies and procedures.
Sensitivity: Internal
5
Sensitivity: Internal
