Knowledge and understanding

learning outcomes
L1: To debate module
concepts and theories
L2: To use the theory to
conduct competently the
analysis of contemporary
marketing issues
Cognitive and critical learning
outcomes
L3: To compare and contrast
different theoretical
frameworks in order to
address practical business
matters
L4: To develop independent
lines of argument supported
by evidence
L5: To apply critical thinking in
using theoretical knowledge
and students own ideas
Transferable skills
L6: Team-working skills and
personal communication
L7: Utilising modern
technologies and electronic
resources to obtain and
analyse relevant data

10
Impeccable
examination and
coverage of trends
relating to the
assigned topic. The
report synthesis
relevant empirical and
theoretical
information to support
the intended direction
(for the plan) in a
logical manner
throughout.
Proficient analysis of
Impressive analysis of Outstanding analysis
Faultless analysis of
Situation Analysis macro, micro or
macro, micro or
of macro, micro or
macro, micro or
Demonstrating and
internal environments. internal environments. internal environments. internal environments.
evidencing
The three stages must The three stages must The three stages must The three stages must
understanding of
have been integrated
have been integrated
have been integrated
have been integrated
macro, micro and
in a compelling
in a compelling
in an accurate
internal environments - in a compelling
SWOT/TOWS
analysis.
SWOT/TOWS
analysis.
SWOT/TOWS
analysis.
SWOT/TOWS analysis.
10%
There can be no gaps The scope and the
The scope and the
The scope and the
in terms of scope and
depth of theoretical
depth of theoretical
depth of theoretical
depth. Both
frameworks and
frameworks and
frameworks and
theoretical
empirical evidence are empirical evidence are empirical evidence are
frameworks and
allowing for a critical
allowing for a critical
allowing for a detailed
empirical evidence are discussion to take
discussion leading to
critical discussion
reflected upon well.
place throughout this
sound options for
leading to extensive
section.
marketing strategy.
options for marketing
strategy.
Executive Summary Presenting key trends
relating to the topic of
the assigment - 5%

7
Wellarticulated
examination and
coverage of trends
relating to the
assigned topic. The
report selects,
presents and discusses
relevant information
to support the
intended direction (for
the plan).

8
Brilliant examination
and coverage of trends
relating to the
assigned topic. The
report selects,
presents and discusses
both empirical and
theoretical
information to support
the intended direction
(for the plan).

9
Wonderful
examination and
coverage of trends
relating to the
assigned topic. The
report selects, defines
and reflects upon
relevant empirical and
theoretical
information to support
the intended direction
(for the plan).

Knowledge and understanding

learning outcomes
L1: To debate module
concepts and theories
L2: To use the theory to
conduct competently the
analysis of contemporary
marketing issues
Cognitive and critical learning
outcomes
L3: To compare and contrast
different theoretical
frameworks in order to
address practical business
matters
L4: To develop independent
lines of argument supported
by evidence
L5: To apply critical thinking in
using theoretical knowledge
and students own ideas
Transferable skills
L6: Team-working skills and
personal communication
L7: Utilising modern
technologies and electronic
resources to obtain and
analyse relevant data

Segmentation,
Targeting and
Positioning - Clarifying
and
supporting marketing
intentions including a
suitable value
proposition - 10%

Marketing Strategy
and ObjectivesExplaining use of
information and
knowledge in order to
set and achieve the
stated objectives - 20%

7
Admirable effort in
terms of how the
report articulates the
chosen marketing
strategy into value
adding components.
Segmentation,
targeting and
positioning are fully
defined and discussed
in a very good level of
detail; the overall
proposition is critically
explained in context.

8
Superb effort in terms
of how the report
articulates the chosen
marketing strategy
into value adding
components.
Segmentation,
targeting and
positioning are
minutely defined and
discussed in much
detail; the overall
proposition is critically
supported in context.

Commendable
justification for the
marketing strategy
selection and its
breakdown into
suitable objectives.
The report consistently
makes good use of the
information and the
knowledge available
(from previous
sections). The
connections between
theory and data are
logical.

Excellent justification
for the marketing
strategy selection and
its breakdown into
suitable objectives.
The report makes
excellent use of the
information and the
knowledge available
(from previous
sections). The
connections between
theory and data are
logical and well
integrated.

9
Outstanding effort in
terms of how the
report articulates the
chosen marketing
strategy into value
adding components.
Segmentation,
targeting and
positioning are
minutely defined and
discussed in much
detail. Theory and
data are fully
integrated into the
overall proposition
and in line with the
ongoing rationale.
Extraordinary
justification for the
marketing strategy
selection and its
breakdown into
suitable objectives.
The report consistently
makes excellent use of
the information and
the knowledge
available (from
previous sections). The
connections between
theory and data are
logical and well
integrated into an
appropriate rationale

10
Impeccable effort in
terms of how the
report articulates the
chosen marketing
strategy into value
adding components.
Segmentation,
targeting and
positioning are
impressively well
defined and discussed
in much detail. Theory
and data are logically
integrated into the
overall proposition
and in line with the
ongoing rationale.
Perfect justification for
the marketing strategy
selection and its
breakdown into
suitable objectives.
The report makes full
use of the information
and the knowledge
available (from
previous sections)
without any
hesitation. The
connections between
theory and data are
fully logical and
extremely well
integrated into a
watertight
rationale.

Knowledge and understanding

learning outcomes
L1: To debate module
concepts and theories
L2: To use the theory to
conduct competently the
analysis of contemporary
marketing issues
Cognitive and critical learning
outcomes
L3: To compare and contrast
different theoretical
frameworks in order to
address practical business
matters
L4: To develop independent
lines of argument supported
by evidence
L5: To apply critical thinking in
using theoretical knowledge
and students own ideas
Transferable skills
L6: Team-working skills and
personal communication
L7: Utilising modern
technologies and electronic
resources to obtain and
analyse relevant data

Marketing
Programmes Providing a rationale
for the
implementation of
specific marketing
activities in relation to
the full marketing mix
(7 Ps) - 20%

Control and
Evaluation
Implementing a series
of appropriate
measurements
(metrics) at relevant
points within the plan
20%

7
Proficient justification
for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The section is
completed in all its
parts (Ps); an extensive
rationale must be
provided that includes
wellarticulated
theoretical and
empirical arguments.

8
Excellent justification
for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The section is
completed in all its
parts (Ps); a
comprehensive
rationale must be
provided that includes
several wellarticulated
theoretical
and empirical
arguments
Wellarticulated
Impressive integration
integration of
of (fully SMART)
(specifically SMART)
selected metrics for
selected metrics for
the measurement of
the measurement of
key objectives as set in
key objectives as set in the plan. Several fully
the plan. Some fully
sensible concepts
sensible ideas
connected with both
connected with both
the marketing strategy
the marketing strategy and the marketing mix.
and the marketing mix.

9
Exceptional
justification for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The section is
completed in all its
parts (Ps); a fully
comprehensive
rationale must be
provided that includes
many wellarticulated
theoretical and
empirical arguments.

10
Faultless justification
for the
implementation of
programmes and / or
techniques in relation
to the marketing mix.
The section is
completed in all its
parts (Ps); an
exhaustive rationale
must be provided that
includes theoretical
and empirical
arguments of the
highest order.

Superb integration of
(fully SMART) selected
metrics for the
measurement of key
objectives as set in the
plan. Several
wellarticulated
concepts
taking into account
both the marketing
strategy and the
marketing mix.

Immaculate
integration of (fully
SMART) selected
metrics for the
measurement of key
objectives as set in the
plan. Many compelling
concepts taking into
account both the
marketing strategy
and the marketing mix.

Knowledge and understanding

learning outcomes
L1: To debate module
concepts and theories
L2: To use the theory to
conduct competently the
analysis of contemporary
marketing issues
Cognitive and critical learning
outcomes
L3: To compare and contrast
different theoretical
frameworks in order to
address practical business
matters
L4: To develop independent
lines of argument supported
by evidence
L5: To apply critical thinking in
using theoretical knowledge
and students own ideas
Transferable skills
L6: Team-working skills and
personal communication
L7: Utilising modern
technologies and electronic
resources to obtain and
analyse relevant data

Background Research
Referencing regarding
relevant empirical
evidence and
theoretical
frameworks in the
required Harvard
guidelines - 10%

Language and Style

Producing a clear
Markeing Plan in
report style while
linking the various
sections through - 5%

7
Commendable level of
theoretical and
empirical sources of
information. Core
material for the
module is used
proficiently and many
additional resources
appear in the report;
referencing has to be
as per Harvard
guidelines.

8
Impressive level of
theoretical and
empirical sources of
information. Core
material for the
module is used
proficiently and many
additional resources
are discussed logically
in the report;
referencing has to be
as per Harvard
guidelines.

9
Wonderful level of
theoretical and
empirical sources of
information. Core
material for the
module is used
meticulously and many
additional resources
are reflected upon in
the report; referencing
has to be as per
Harvard guidelines.

10
Impeccable level of
theoretical and
empirical sources of
information. Core
material for the
module is used
meticulously and many
additional resources
are critique in the
report; referencing has
to be as per Harvard
guidelines.

Wellarticulated
planning and
discussion. The report
focuses on analysis,
reflection, critique,
etc. It is linking
material proficiently
throughout, and does
not display grammar
and spelling mistakes.

Excellent planning and

discussion. The report
deals with analysis,
reflection, critique,
etc. well. It is able to
make good links
throughout their
report, and is written
in a fluent style
without making
grammar and spelling
mistakes.

Outstandting planning
and discussion. The
report deals with
analysis, reflection,
critique, etc. very well,
indeed. It is able to
make very good links
throughout their
report, and is written
in a highly fluent style
without making
grammar and spelling
mistakes.

Perfect planning and

discussion. The report
deals with analysis,
reflection, critique,
etc. proficiently. It is
able to make excellent
links throughout, and
is written in a faultless
style without making
grammar and spelling
mistakes.