Final Marketing Assignment total 3000 words (2500 main body + 500 appendix)
Table, diagram, graph, statistics required
This is an individual assignment in which you will put together a Marketing and Audit Plan.
Your mark in this final assignment is worth 80% of your overall mark for the module.
For your final assignment, you will assume the role of the Marketing Manager of a newly designed product, your job is to carry out an audit of the environment and create a marketing plan for the future of the product.
Your Task
Your assignment is broken down into three tasks:
Task 1
Find a new product on Indiegogo, Kickstarter or similar website with limited Marketing initiatives.
Tip: It is beneficial for you if the product you select has a reasonable amount of information e.g. proposed price, product details etc. This will help you with task 2.
Task 2
Once you have decided on your product you should carry out an audit of the operating environment, researching the product, sector and environment.
Tip: You should consider the opportunities and challenges your product may face, these could include (but are not limited to) rivals, distribution, market demand etc.
Things to consider:
- Analyse how your product captures and demonstrates value.
- Is your product truly innovative or is it just a slight variation of an existing product?
- How does it differentiate itself from the rivals?
You should focus on the theories and concepts we have explored during the module.
Task 3
Following your analysis of the product and the environment make evidenced and theory-based recommendations on the future marketing direction and decisions of the company.
Tip: This might include areas such as the name, pricing strategy, target market, advertising and supplying decisions.
Guidance on the structure of the assessment
- The structure of the assessment should follow a report format with clear use of headings and subheadings where appropriate.
You are expected to refer, critique and apply relevant theory, tools and models to demonstrate your viewpoint and findings within the report. All references should be cited and a reference list should be included at the end of the report.
You are permitted to use relevant tables, diagrams, models and figures. This material should be developed by you and should be based on the data collected from websites, social media, current journal papers, theory and media reports. Marketing information on the positioning of the companies/organisations should come from the company or organisation’s websites. Avoid copy and pasting tables etc into your report they should be created, customised and annotated to show a clear understanding and application.
Sources of information and academic references should be acknowledged appropriately within the text using Harvard referencing style, and the References page should follow the Harvard format.
The report should be clearly organised and divided in the aforementioned sections. The length of the main body of the report should be no more than 2,500 words (up to a combined maximum of 3000 words with the optional 500 words appendix). Pictures, tables, figures, do not count to the overall word count towards the total. Please state your word total (of the parts that count) in the first page of the assignment.
The main body of the report should be no more than 2500 words with a maximum of 500 words available for use as an appendix should it be required.
Failure to comply with this word limit and structure will result in reduced marks.
All parts of the report should be formatted in 1.5 spacing and Times New Roman.
Notes on Submission
- Please submit your Marketing and Audit Plan by Monday 21st October at 12:00 midday UK time.
- Please submit one file.
- Please complete and submit a cover sheet when you submit your work:
Important Notices
- You MUST submit your assignments BEFORE the given deadline. Remember it may take several minutes for you to submit your documents. Please ensure that you leave yourself plenty of time before the deadline to submit your assignments.
- For this assignment you must upload your submission as a PDF document. Do not submit a word processor document or a Google Document. If you are using alternative operating systems or suites, for example OpenOffice or Apple’s iWork suite, etc. export your submission as a PDF. You MUST check that your assignment has been correctly formatted and that it can be opened as a PDF before you complete submission. If you submit in a format other than PDF, you risk a mark of zero being awarded for your assignment.
- Software called Turnitin is used to help detect plagiarism. Please see: University Plagiarism Guidance.
- It is your responsibility to ensure that you understand correct referencing practices. You are expected to use appropriate references and keep carefully detailed notes of all your information sources, including any material downloaded from the Internet. It is your responsibility to ensure that you are not vulnerable to any alleged breaches of the assessment regulations. More information is available at https://intranet.birmingham.ac.uk/as/
studentservices/conduct/misconduct/plagiarism/index.aspx - The Canvas Assignment Tool (SpeedGrader) provides a Comment Area for each assignment. Please be aware that it is College policy that staff will not be actively engaging in conversations over matters of feedback and grades within SpeedGrader.
- If you are having technical problems submitting please see our help page: Submitting Your Assignment.
Marking
Your work in this final assignment will be assessed on a 100-point scale based on this rubric Download this rubric, and your mark will constitute 80% of your overall marks for the module.
Marking criteria
Select the tabs below to reveal the details of each part of the grading criteria:
Understanding Demonstrated of the Chosen Product and Sector: 25 marks
The assignment should demonstrate a good understanding of the product and its sector. You may want to discuss how can the company use the environment to enhance and deliver the service experience, what are potential competitors, or what can by potential external factors that may affect the success/failure of this product.
Capturing Value: 20 marks
You should demonstrate a good understating of how your products captures value. Based on theory, explain and discuss how value is created and how it can be captured.
Evidence Based Reccomendations: 25 marks
This section should identify your recommendations for the product. If you don’t like the name, consider changing it. Discuss potential pricing, promotion, supplying strategies and make your suggestions. Make reasonable assumptions for information you don’t know anything about.
Use of Literature and Theory: 25 marks
Understanding and using academic literature is a key part of the assessment. At least 10 academic peer-reviewed journal articles should be used throughout the assessment. The reading list is a great starting point.
Structure and Layout: 5 marks
The assignment should be presented in a clear manner. The use of graphics/ tables etc. is encouraged to support your analysis. Remember that these must be referenced.
Penalties
-5 % points per calendar day late.
-5 % points if you exceed the page limit.
-5% points if you reduce the size of the body text below 11 point.
References
Resource list:
Kotler, P., Armstrong, G., Balasubramanian, S. Principles of Marketing, 19th Edition. Pearson.
15 references required
Canvas screen shot – Marketing course
