Solent University
Coursework Assessment Brief
Assessment Details
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Module Title: |
Marketing, Sales and Negotiation skills |
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Module Code: |
QHO423 |
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Module Leader: |
Dr. Baseer Durrani |
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Level: |
4 |
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Assessment Title: |
Individual Report |
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Assessment Number: |
AE1 |
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Assessment Type: |
Report |
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Restrictions on Time/Word Count: |
1800 word +/- 10% and appendices where applicable |
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Consequence of not meeting time/word count limit: |
There is no penalty for submitting below the word/count limit, but students should be aware that there is a risk they may not maximise their potential mark. Assignments should be presented appropriately in line with the restrictions stated above; if an assignment exceeds the time/word count this will be taken in account in the marks given using the assessment criteria shown.* |
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Individual/Group: |
Individual |
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Assessment Weighting: |
100% |
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Issue Date: |
June 2021 |
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Hand In Date: |
4pm, 22nd May, 2023 |
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Planned Feedback Date: |
Within 20 working days |
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Mode of Submission: |
On-line |
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Number of copies to be submitted: |
One uploaded to Solent Online Learning (SOL) |
Anonymous Marking |
This assessment: Will be marked anonymously |
We have studied many key areas of marketing during this module and this report will allow you to use this knowledge to provide a report around a case study organisation of your choosing covering some of these key marketing concepts.
Assessment Task
Choosing an organisation you are familiar with, you will deliver a report considering the assessment requirements of:
1). Show your understanding to the role of marketing; Describe your chosen organisation, and the industry they are in; link your understanding of the role of marketing within your chosen organisation to support organisational objectives
2) Discuss the factors in an organisation’s marketing environment, which impact on the marketing of a product or service and developing a PESTLE and SWOT analysis for your chosen organisation (using the suggested PESTEL & SWOT Tables provided)
3) Deliver an understanding of how to market a product or service (Marketing Mix) and highlight how your chosen organisation has completed this (using the suggested Marketing Mix Discussion Table provided)
4) A Personal reflection on your practice of sales and negotiation skills that you completed in taught sessions and the key points you will take away and use in the future and an outline of your chosen organisation’s strategies in this area
5) Provide a discussion of the major findings, concluding analysis and recommendations in relation to how your chosen organisation markets its products and services to support organisational objectives (using the suggested Marketing Mix Recommendations Table provided)
Below is the Suggested Report Structure (based on the assessment task):
Introduction: Show your understanding to the role of marketing; Describe the chosen organisation, and the industry they are in; link your understanding of the role of marketing within your chosen organisation to support organisational objectives.
PESTEL and SWOT Analysis: Discuss the factors in your chosen organisation’s marketing environment and as a minimum conduct a PESTEL and SWOT analysis (which you will have developed in formative assessment 1) using the suggested PESTEL & SWOT Tables provided.
Discussion and Analysis of Marketing Mix: Illustrate and discuss how your chosen organisation applies its marketing tactical tools (i.e. marketing mix-7P) to market its products and services (using the suggested Marketing Mix Discussion Table provided).
Sales and Negotiation skills applied by your chosen organisation: Provide a reflection on the skills you learnt in the sales and negotiation sessions (which can be from your Formative assessment 2) and where possible identify how your chosen orgnisation have applied its Sales and Negotiations skills for marketing products and services; evaluate related performance.
Conclusion and Recommendation: Provide a discussion of the major findings, concluding analysis and recommendations in relation to how your chosen organisation markets its products and services to support organisational objectives (using the suggested Marketing Mix Recommendations Table provided).
Reference List
Appendices (if applicable)
Other Instructions
1). Your report must be in report format with appropriate headings and paragraph numbering. You must include all sources and references in a ‘References’ section. You are expected to refer to appropriate theory and models, and to reference your work correctly, using the Harvard system. If you are unsure of the Harvard system a guidance leaflet is available from the library.
2). The word limit is very tight; therefore, you will need to be concise, consider using bullet points. Use minimum words for clarity and do not repeat yourself. Please note the marks weighting for each of the tasks and the weighting for report structure and presentation.
Your work will be assessed using the attached marking scheme below.
3). The suggested Tables for PESTEL & SWOT Analysis, Marketing Mix and Marketing Mix Recommendations MUST BE placed in the body of your Report. Use bullet points in these suggested Tables and you MUST provide in-text citations for each bullet point. In addition, the Tables in the body of the Report DO NOT count towards the word count for the Report.
Assessment criteria
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Criteria |
A1 – A2 |
A3 – A4 |
B1 – B3 |
C1 – C3 |
D1 – D3 |
F1 – F3 |
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Introduction outlines the role of marketing to support the achievement of an organizational objectives Conclusions are drawn from the evaluation and recommendations are given |
Exemplary introduction which summarises the role of marketing to support the achievement of an organizational objectives. Exemplary conclusion drawn from very detailed evaluation and recommendations are given which are in line with the marketing mix and are extremely effective. |
Excellent introduction which summarises the role of marketing to support the achievement of an organizational objectives. Excellent conclusion drawn from detailed evaluation and recommendations are given which are in line with the marketing mix and are very effective. |
Good introduction which summarises the role of marketing to support the achievement of an organizational objectives. Good conclusion drawn from detailed evaluation and recommendations are given which are in line with the marketing mix and are effective. |
Satisfactory introduction which summarises the role of marketing to support the achievement of an organizational objectives. Satisfactory conclusion drawn from basic evaluation and recommendations are given which are in line with marketing mix and are mainly effective. |
Limited introduction which summarises the role of marketing to support the achievement of an organizational objectives. Limited conclusion drawn from basic evaluation and recommendations are given which are in line with the marketing mix and are of basic/poor effectiveness. |
Very Limited/No introduction which summarises the role of marketing to support the achievement of an organizational objectives. Very Limited/No conclusion drawn from very limited/no evaluation; no or vague recommendations are given which are not in line with marketing mix and are of poor effectiveness. |
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Marketing environment and PESTEL/SWOT analysis Discussion and analysis of marketing mix (i.e. marketing tactical tools) |
Exceptional level of understanding in all aspects of marketing environment and marketing tactical tools implementation with exceptionally detailed evaluation of PESTEL, SWOT analysis and marketing mix discussion and academic argument shown, which was backed up with academic sources. Exceptional identification of organisations and evaluation of challenges and how these have been overcome. |
Excellent level of understanding in all aspects of marketing environment and marketing tactical tools implementation with excellent detailed evaluation of PESTEL, SWOT analysis and marketing mix discussion and academic argument shown, which was backed up with academic sources. Excellent identification of organisations and evaluation of challenges and how these have been overcome. |
Good level of understanding in all aspects of marketing environment and marketing tactical tools implementation with a good detailed evaluation of PESTEL, SWOT analysis and marketing mix and academic argument shown, which was backed up with academic sources. Good identification of organisations and evaluation of challenges and how these have been overcome. |
Satisfactory level of understanding in all aspects of marketing environment and marketing tactical tools implementation with satisfactory detailed evaluation of PESTEL, SWOT analysis and marketing mix and academic argument shown, which was mostly backed up with academic sources. Satisfactory identification of organisations and evaluation of challenges and how these have been overcome. |
Limited level of understanding in the aspects of marketing environment and and marketing tactical tools implementation with limited detail, evaluation of PESTEL, SWOT analysis and marketing mix discussion and academic argument shown, with very limited support from academic sources. Limited level of identification of organisations and evaluation of challenges and how these have been overcome. |
Very limited/no level of understanding in the aspects of marketing environment and and marketing tactical tools implementation with very limited detail, evaluation of PESTEL, SWOT analysis and marketing mix, discussion and academic argument shown, with limited/no support from academic sources. Very limited/no identification of organisations and/or evaluation of challenges and how these have been overcome. |
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Sales and Negotiation reflection and discussion |
Exemplary reflection and insight into why and how to apply the effective sales and negotiation skills is important. |
Excellent reflection and insight into why and how to apply the effective sales and negotiation skills is important. |
Good reflection and insight into why and how to apply the effective sales and negotiation skills is important. |
Satisfactory reflection and insight into why and how to apply the effective sales and negotiation skills is important. |
Limited reflection and insight into why and how to apply the effective sales and negotiation skills is important. |
Little/no reflection and insight into why and how to apply the effective sales and negotiation skills is important. |
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General presentation and use of Harvard Referencing along with credible academic sources |
Exceptional logic and flow of academic argument, which was extremely persuasive throughout the whole essay structure with an exceptionally high professional finish. Exceptional level of Harvard referencing used throughout from an exceptionally good range of credible academic sources. |
Excellent logic and flow of academic argument, which was very persuasive throughout the whole essay structure with a very high professional finish. Excellent level of Harvard referencing used throughout from an excellent range of credible academic sources. |
Good logic and flow of academic argument, which was persuasive throughout the whole essay structure with a good professional finish. Good level of Harvard referencing used throughout from a good range of credible academic sources. |
Satisfactory logic and flow of academic argument, which was mainly persuasive throughout the whole essay structure with a satisfactory professional finish. Satisfactory level of Harvard referencing used throughout from a basic range of credible academic sources. |
Poor logic and flow of academic argument, which was not always persuasive throughout the whole essay structure with a poor professional finish. Poor level of Harvard referencing used throughout from a very basic range of credible academic sources. |
Little/no logic and flow of academic argument, which was not persuasive throughout the whole essay structure with a very poor professional finish. Little/no level of Harvard referencing used throughout with little/no range of credible academic sources. |
Learning Outcomes
This assessment will enable students to demonstrate in full or in part the learning outcomes identified in the Module descriptors.
Late Submissions
Students are reminded that:
If this assessment is submitted late i.e. within 5 working days of the submission deadline, the mark will be capped at 40% if a pass mark is achieved;
If this assessment is submitted later than 5 working days after the submission deadline, the work will be regarded as a non-submission and will be awarded a zero;
If this assessment is being submitted as a referred piece of work then it must be submitted by the deadline date; any Refer assessment submitted late will be regarded as a non-submission and will be awarded a zero.
Extenuating Circumstances
The University’s Extenuating Circumstances procedure is in place if there are genuine circumstances that may prevent a student submitting an assessment. If students are not ‘fit to study’, they can either request an extension to the submission deadline of 5 working days or they can request to submit the assessment at the next opportunity (Defer). In both instances students must submit an EC application with relevant evidence. If accepted by the EC Panel there will be no academic penalty for late submission or non-submission dependent on what is requested. Students are reminded that EC covers only short term issues (20 working days) and that if they experience longer term matters that impact on learning then they must contact the Student Hub for advice.
Please find a link to the EC policy below:
Academic Misconduct
Any submission must be students’ own work and, where facts or ideas have been used from other sources, these sources must be appropriately referenced. The University’s Academic Handbook includes the definitions of all practices that will be deemed to constitute academic misconduct. Students should check this link before submitting their work.
Procedures relating to student academic misconduct are given below:
Ethics Policy
The work being carried out by students must be in compliance with the Ethics Policy. Where there is an ethical issue, as specified within the Ethics Policy, then students will need an ethics release or an ethical approval prior to the start of the project.
The Ethics Policy is contained within Section 2S of the Academic Handbook:
Grade marking
The University uses a letter grade scale for the marking of assessments. Unless students have been specifically informed otherwise their marked assignment will be awarded a letter grade. More detailed information on grade marking and the grade scale can be found on the portal and in the Student Handbook.
Guidance for online submission through Solent Online Learning (SOL)