Assignment Task
As part of the formal assessment for the programme you are required to submit a Principles of Marketing assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.
Learning Outcomes:
After completing the module, you should be able to:
- Explain the marketing process, with particular reference marketing audits, orientation, environmental analysis, marketing planning
- Distinguish the contribution of the elements of the extended marketing mix to effective marketing planning
- Use the concepts of segmentation, targeting and positioning to respond to marketing problems
- Apply the marketing mix in selected situations
- Show situational awareness in applying the extended marketing mix.
Your assignment should include: a title page containing your student number, the module name, the submission deadline and a word count; the appendices if relevant; and a reference list in Harvard format. You should address all the elements of the assignment task listed below. Please note that tutors will use the assessment criteria set out below in assessing your work.
Maximum word count: 3000 words
Please note the following:
Students are required to indicate the exact word count on the title page of the assessment.
The word count includes everything in the main body of the assessment (including in text citations and references). The word count excludes numerical data in tables, figures, diagrams, footnotes, reference list and appendices. ALL other printed words ARE included in the word count.
Please note that exceeding the word count by over 10% will result in a 10-percentage point deduction.
Assignment Task
Introducing a new soft drink.
With an increased focus on health and cutting down on sugar, as well as concerns for the environment in terms of the use of plastic bottles, you have been employed as a marketing consultant for a soft drinks manufacturer and asked to advise on a new drink product aimed at a market segment of your choice in a country of your choice. The work must be entirely original and fully referenced.
The marketing manager has asked you to prepare an informal report explaining how you would market the new soft drink, and you are to submit your report containing the following three sections by the required deadline date:
Section 1 – Marketing Environment and Planning Process
- Explain the components of the marketing planning process and outline the marketing context for the new soft drink product, with particular reference to the role / importance of adopting a marketing orientation and its application to the business. (15 marks)
- Carry out a brief environmental audit in the form of a PESTEL analysis for the new soft drink product ensuring that you detail specific market related facts that are fully referenced. Additionally, you should highlight relevant micro- environmental factors such as dominant competitors in the industry and recent competitor activity. (15 marks)
- Outline* the extended marketing mix 7Ps and explain how the extended marketing mix contribute to effective marketing planning. (10 marks)
* a fully detailed marketing mix analysis is NOT required here – that is required in Section 3 – here you are explaining the importance of building a strong and coordinated marketing mix.
(1200 words)
(40 marks)
(LOs 1 & 2)
Section 2 – Segmentation, Targeting & Positioning
- Explain how the market for the new soft drink product might be segmented for consumer (B2C) and business (B2B) markets. To what extent do the approaches differ between B2C and B2B segmentation? (10 marks)
- Discuss targeting methods that could be used for the B2C market and who you would primarily target with this new product in terms of characteristics including demographics, benefit, behavioural and lifestyle. (10 marks)
- Explain what is meant by the term ‘positioning’ and suggest how the new soft drink product would be positioned in the minds of the target market. (10 marks)
(900 words)
(30 marks)
(LO3)
Section 3 – Marketing Mix Analysis
Using the table format below creatively design an extended (7Ps) marketing mix for the soft drink based on the target market identified in Section 2b above (and considering any relevant environmental factors identified in Section 1b)
| New Soft Drink Product | |
| Product | |
| Place | |
| Price | |
| Promotion | |
| People | |
| Physical Evidence | |
| Process |
You should write in as much detail as possible within the word count allowance, ensuring that your work is not just descriptive in nature but also uses academic referencing where appropriate to show how relevant marketing principles and theories support your analysis of the new soft drink product.
(900 words)
(30 marks)
(LOs 4 & 5)
Formative Feedback
In order to assist with your learning and to give you some early feedback you are encouraged to submit a full draft review to your tutor.
The feedback is designed to help you develop areas of your work and it helps you develop your skills as an independent learner.
If you are a distance learning student, you should submit your work, by email, to your tutor, no later than 2 weeks before the actual submission deadline. If you are a blended learning student, your tutor will give you a deadline for formative feedback and further details.
Formative feedback will not be given to work submitted after the above date or the date specified by your tutor – if a blended learning student.
Submission Guidance
Your assessment should be submitted as a single Word (MS Word) or PDF file. For more information please see the “Submitting an Assignment – Guide” document available on the A-Z key information on iLearn.
You must ensure that the submitted assignment is all your own work and that all sources used are correctly attributed. Penalties apply to assignments which show evidence of academic unfair practice. (See the Student Handbook which is available on the A-Z key information on iLearn.)
Assessment Criteria (Learning objectives covered – all)
| Level 4 is the first stage on the student journey into undergraduate study. At Level 4 students will be developing their knowledge and understanding of the discipline and will be expected to demonstrate some of those skills and competences. Student are expected to express their ideas clearly and to structure and develop academic arguments in their work. Students will begin to apply the theory which underpins the subject and will start to explore how this relates to other areas of their learning and any ethical considerations as appropriate. Students will begin to develop self-awareness of their own academic and professional development. | ||
| Grade | Mark Bands | Generic Assessment Criteria |
| First (1) | 80%+ | Outstanding performance which demonstrates the ability to analyse the subject area and to confidently apply theory whilst showing awareness of any relevant ethical considerations. The work shows an excellent level of competence and confidence in managing appropriate sources and materials, initiative and excellent academic writing skills and professional skills (where appropriate). The work shows originality of thought. |
| 70-79% | Excellent performance which demonstrates the ability to analyse the subject and apply theory whilst showing some awareness of any relevant ethical considerations. The work shows a high level of competence in managing sources and materials, initiative and very good academic writing skills and professional skills (where appropriate). The work shows originality of thought. | |
| Upper second (2:1) | 60-69% | Very good performance which demonstrates the ability to analyse the subject and apply some theory. The work shows a good level of competence in managing sources and materials and some initiative. Academic writing skills are good and expression remains accurate overall. Good professional skills (where appropriate). The work shows some original thought. |
| Lower second (2:2) | 50-59% | A satisfactory to good performance which begins to analyse the subject and apply some underpinning theory. The work shows a sound level of competence in managing basic sources and materials. Academic writing skills are satisfactory and expression remains accurate overall although the piece may lack structure. Satisfactory professional skills (where appropriate). The work lacks some original thought. |
| Third (3) | 40-49% | Basic level of performance in which there are some omissions in understanding the subject, its underpinning theory and ethical considerations. The work shows a basic use of sources and materials. Academic writing skills are limited and there are some errors in expression and the work may lack structure overall. There are some difficulties in developing professional skills (where appropriate). The work lacks original thought and is largely imitative. |
| Marginal fail | 30-39% | Limited performance in which there are omissions in understanding the subject, its underpinning theory and ethical considerations. The work shows a limited use of sources and materials. Academic writing skills are weak and there are errors in expression and the work may lack structure overall. There are difficulties in developing professional skills (where appropriate). The work lacks original thought and is largely imitative. |
| Fail | 29% and below | A poor performance in which there are substantial gaps in knowledge and understanding, underpinning theory and ethical considerations. The work shows little evidence in the use of appropriate sources and materials. Academic writing skills are very weak and there are numerous errors in expression. The work lacks structure overall. Professional skills (where appropriate) are not developed. The work is imitative. |
