Critcally evaluate the relaton of marketng

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ASSESSMENT BRIEF
Course Code and Title MKTG6002 Marketng
Assessment Assessment 1: Research Case Study Report
Individual/Group Pairs/Group
Length 3000 – 4000 words
Learning Outcomes a) Outline and implement the marketng research
process and identfy a range of methods of
acquiring, using and storing data
b) Critcally evaluate the relaton of marketng
process with the resources of an organisaton and
client needs with regards to the creaton of value
for the organisaton
Submission Flex Students: Due End of Module 3
Online Students: Due End of Module 3
Weightng 40%
Total Marks 100 marks

Objectves:
ï‚· To enhance a clear understanding of the importance of marketng in modern business and to
and provide a grasp of effectve contemporary marketng practces;
ï‚· Provide a theoretcal overview of marketng theory and practcal applicaton of innovatve
marketng strategies;
ï‚· Build research methods relatng to samples and inferences partcularly in relaton to market
research data collecton and analysis.
How the assessment fts into the subject/course:
Marketng in the 21st Century has drastcally evolved and is a critcal component of business
administraton. The design of Marketng plans is integral to business organisaton and the assessment
for this subject aims to provide students with group and individual work to apply effectve marketng
strategies.
Linkages between Assessments 1 and 2:
Assessment 1 requires students to create a case study and review marketng plans. Assessment 2
requires students to devise a marketng plan of products or services offered by their own
organisaton and to consider how the marketng plan will add value to their organisaton.
Instructons:
As a research task students will create a case study of a social enterprise and evaluate its marketng
plan. Students will work in pairs or groups of three to explore how the social enterprise developed its
market and engaged market appeal.
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The development of the case study must incorporate the following elements:
ï‚· Identfy and analyse the market for a partcular service of product;
ï‚· Explain and justfy how the social enterprise was developed and for what market.
ï‚· Analyse the importance of creatvity and initatve undertaken to develop a compettve
social enterprise;
ï‚· Critcally assess and evaluate the Marketng Plan;
ï‚· Evaluate impacts such as fnancial, social and politcal issue which may impact on marketng
plan;
ï‚· Demonstrate commercial awareness of product/service provision
ï‚· Identfy and compare relevant market trends and analyse the implicatons of market and
environmental trends
 Apply the 4 P’s strategies and explain feasibility ensuring consistency with analysis of the
market as well as providing recommendaton for strategy
Output/Deliverable and parameters of the Assessment
One submission of a case study and review of a marketng plan consistng of 3000-4000 words.
Students may incorporate a range of mediums and formats in the case study e.g. Electronic tools and
mult-media, etc.
RESOURCES TO BE PROVIDED:
ï‚· An electronic library and reading guide is provided to all students including a range of etextbooks and journals available through online journal databases including EBSCO.
ï‚· Access to examples of case studies.
Criteria
ï‚· Identfcaton and Analysis of Market
ï‚· Applicaton of knowledge to practse
ï‚· Knowledge and skills demonstratng creatvity and initatve
ï‚· Assessment of Marketng Plan
ï‚· Team Work skills
Learning Outcomes
ï‚· Outline and implement the marketng research process and identfy a range of methods of
acquiring, using and storing data.
ï‚· Critcally evaluate the relatonship of marketng process with the resources of an
organisaton and client needs with regards to the creaton of value for the organisaton.
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Learning Rubrics

Assessment
Atributes		 Fail
(Unacceptable)		 Pass
(Functonal)		 Credit
(Profcient)		 Distncton
(Advanced)		 High Distncton
(Exceptonal)
Identfcaton and
Analysis of Market
25%
Outline and
implement the
marketng research
process and identfy
a range of methods
of acquiring, using
and storing data.		 Neglects to sub-categorise labour market
sectors and/or salaries applicable to
specifc jobs.		 Identfes the area
within which employers
are competng for
labour.
Within the labour
market determine the
salaries being paid for
specifc positons.		 Uses available data
validate the market
areas, market
compettors, and job
matches (benchmarks).
Identfy market trends
such as: ancillary pay,
merit and pay practces.		 Establish, adjust,
and/or recommend
salary structures
that will allow the
business to
effectvely compete
for staff within
specifc
classifcaton levels
or grades.		 Compare competng
insttutons by the type
of industry/insttuton,
comparability of
services, size (as
reflected by FTE or
fnancial profle), and
business status
(government, for
proft, not-for-proft).
Applicaton of
knowledge to practse
25%
Critcally evaluate
the relatonship of
marketng process
with the resources
of an organisaton
and client needs
with regards to the
creaton of value for
the organisaton.		 Limited understanding of the internal
and external business environment.
Lacks a global perspectve for potental
market and trends.
Uses a limited range of informaton as
the basis of recommended practce.		 Understands the
internal and external
business environment
including commercial
context and market
forces.
Understands local and
global markets/trends.
Accesses relevant
informaton.
Adequately utlises
informaton from a
variety of sources.		 Understands the impact
of fnancial, social,
politcal, environmental
issues on the business.
Demonstrates
commercial awareness
of product
development/service
provision.
Understands the
business.
Can prepare and
presents business		 Evaluates the
impact of fnancial,
social, politcal,
environmental
issues on the
business; and
where relevant, as
they relate to
different countries
where the business
may operate.
Demonstrates
commercial
awareness of
product		 Demonstrates cultural
sensitvity.
Analyses the impact of
fnancial, social,
politcal, environmental
issues on the business;
and where relevant, as
they relate to different
countries where the
business may operate.
Critcally demonstrates
commercial awareness
of product
development/service

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Gathers/utlises
compettor knowledge.		 cases/proposals. development/servi
ce provision and
cost relatonships.
Understands the
business and its
risks.
Can prepare and
presents business
cases/proposals.		 provision and cost
relatonships.
Holistc understanding
of business and its
risks.
Assesses the impact of
informaton and
communicaton
systems on the
operatons of the
business.
Critcal understanding
of the global market
opportunites and
compettve
environment.
Knowledge and skills
demonstratng
creatvity and
initatve
Critcally evaluate
the impact of the
applicaton of the
marketng mix on
consumer
behaviour.
20%		 Limited understanding of required
concepts and knowledge
Key components of the assignment are
not all addressed.		 Adequate Knowledge or
understanding of the
feld or discipline.
Key components of the
assignment are all
addressed.
Ofen
conflates/confuses
asserton of personal
opinion with
informaton
substantated by
evidence from the
research/course
materials.		 Thorough knowledge or
understanding of the
feld or discipline/s.
Supports personal
opinion and
informaton
substantated by
evidence from the
research/course
materials.
Explores the limits &
strengths of current
knowledge
Demonstrates a		 Highly developed
understanding of
the feld or
discipline/s.
Discriminates
between asserton
of personal opinion
and informaton
substantated by
robust evidence
from the
research/course
materials and
extended reading.
Evaluates the limits		 Demonstrates a
sophistcated
understanding of the
feld or discipline/s.
Systematcally and
critcally discriminates
between asserton of
personal opinion and
informaton
substantated by robust
evidence from the
research/course
materials and extended
reading.
Extends the limits &

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capacity to explain and
apply relevant
concepts.		 & strengths of
current knowledge.
Well demonstrated
capacity to explain
and apply relevant
concepts.		 strengths of current
knowledge.
Mastery of concepts
and applicaton to new
situatons/further
learning.
Assessment of
Marketng Plan
20%
Explore the role of
marketng in
embedding
principles of
sustainability, ethics
and social justce
within an
organisaton.		 Identfes unrelated market and
environmental trends.
Incompletely identfes compettors or
lacks full defniton of the 4P’s (product,
price, place and promoton).		 Identfes relevant
market and
environmental trends.
Identfes some direct
and indirect
compettors.
Identfes and explains
some of the 4P’s of
marketng.
4P’s strategies are
feasible and consistent
but are not supported
by a market analysis.		 Identfes and analyses
the relevant market and
environmental trends.
Identfes the
appropriate direct and
indirect compettors.
4P’s fully explained and
supported by market
analysis.		 Identfes compares
and contrasts
relevant market
and environmental
trends.
Identfes the direct
and indirect
compettors and
conducts a
compettve
analysis of some of
them.
4P’s fully explained
and supported by
market analysis.		 Identfes and
compares relevant
market trends and
analyses the
implicatons of market
and environmental
trends.
Identfes the major
direct and indirect
compettors as well as
conducts an analysis of
compettor strengths
and weaknesses with
an eye toward
identfying a strategic
opportunites.
4P’s strategies are
feasible and consistent
and fully supported
with analysis of the
market and provide a
recommendaton for
strategy.
Team Work Does not partcipate effectvely in a team
environment.		 Partcipates effectvely
in teams.		 Contributes to small
group discussions to
reach agreement on		 Understands group
dynamics and team
roles.		 Builds team’s identty
and commitment.

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10% Places individual goals ahead of the
group responsibility.
Hinders the group process and upsets
the schedule.		 Identfes team and
individual goals, tasks,
responsibilites and
schedules.
Contributes to group
processes.
Supports the team.		 issues.
Works together with
others towards shared
goals.
Renegotates
responsibilites to meet
needed change.		 Facilitates team
development.
Renegotates
responsibilites,
tasks and
schedules to meet
needed change.		 Leads teams.
Evaluates teams’
outcomes.
Implements strategies
for enhancing team
effectveness.

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