PGBM15 Marketing Management Assessment January 2019

Critical Evaluation of the Contribution of Current Marketing Management Theory and

Practice

Canvas & JIRA deadline date: Tuesday 14th May 2019 by 14.00

Please read all instructions and information carefully. You are required to submit your work within the bounds
of the University Infringement of Assessment Regulations.

Module Leader: Muhammad Azam

Word Count: 4000 words (+/-10%) excluding Appendix and Reference List (see AQH-F15)

A penalty will be applied for exceeding the word count. The penalties that will be applied for
exceeding the word count can be found in Table 1.

Table 1 Applied Penalties for exceeding the word count.

Word limit Penalty

Exceeds limit by up to 10% No penalty
Exceeds limit by 10.1-20% -5%
Exceeds limit by 20.1-30% -10 %
Exceeds limit by 30.1-40% -15 %
Exceeds limit by 40.1-50% -20 %
Exceeds limit by more than 50% Mark of zero

2|P a g
e
Learning outcomes:

Upon successful completion of this module, students will have demonstrated

Knowledge

K1 – That they understand the merits of particular marketing concepts when applied to selected business
situations.

K2 – That they can understand the potential impact of factors in the external environment on the marketing
activities of organisations.

K3 – That they have an understanding of the major decisions that organisations confront in satisfying market-
place needs.

K4 – That they understand market planning in organisations.

Skills

S1 – How to conduct research using relevant marketing journals and business documentation

Assessment

Assignment Context

The UK retail industry is undergoing an unprecedented period of change, the impact of it can be seen
across the nation’s high streets. Many retailers have gone out of business and some including Marks
& Spencer’s are struggling to cope in a fiercely dynamic market environment. At M&S, not only
clothing and homeware but the sales in M&S’ food halls also went backwards during 2018, with
underlying sales down 0.6% in the three months to 31 March 2018. The trend seems to be continued
with further pressure from growing online competition and looming Brexit, M&S announced in
January 2019 that they will be closing 17 branches in the UK.

3|P a g
e
Task

As a newly appointed Marketing Manager of M&S, your role is to evaluate the market condition and to
develop and implement the new marketing strategies and tactics for any of the selected portfolios
within M&S (Food, Clothing & Homeware), in order to increase the market share and sustainability
of the M&S.

This assignment is divided into three elements. You will need to achieve an overall mark of 40% to
successfully complete this module.

Part 1. Using appropriate knowledge of business and marketing philosophies and concepts, critically
evaluate the strengths of M&S’ strategy in delivering value with respect to its current brands and
customers. (30%)

Part 2. Research and evaluate the dynamics and trends within the marketing environment of the UK
retail industry. Produce a situational analysis identifying the key factors that underpin the
opportunities and challenges for the company. (30%)

Part 3. Based on key dynamics identified in Part 2, make appropriate recommendation covering
marketing strategies and tactics (to any of your selected portfolios within M&S) in order to satisfy
marketplace needs and build its market share. Your suggestions for implementation must be
underpinned with relevant theory and practice. (40%)

Your arguments, findings and recommendations should be supported by theories, facts and figures published
within academic books, journal articles, recognised business magazines and market intelligence reports.

Assessment Guidance

Part 1.

Students are expected to critically evaluate marketing management with application to the M&S’ brands. In
doing so, students will consider how the organisation delivers value through the adoption of business and
marketing philosophies and concepts; these may include, however, are not limited to; market orientation and
holistic marketing approach.

Part 2.
4|P a g
e
Students should apply relevant frameworks and models to critically evaluate the external environment of the
UK retail industry. Students must clearly identify the opportunities and challenges M&S facing in a current
marketing environment.

Students must demonstrate that they have undertaken research using a wide range of relevant and current
sources which must be referenced. In this section students will be expected to synthesise the market
intelligence from their research, demonstrating the ability to evaluate what is relevant and significant for the
organisation.

Part 3.

From the knowledge gained in Part 1 and the marketing environment assessment undertaken in Part 2,
students will provide recommendations on how M&S could reshape the new marketing offer for the selected
portfolio in order to increase sale & market share, build the brand and satisfy its customer. The student should
use strategic tools and frameworks in order to develop a new marketing strategy, clearly identifying
Segmentation, Target and Positioning of their selected portfolio and relevant marketing mix to support the
newly developed marketing strategy. At the end, students would also require to provide a brief plan for
implementation.

It is expected that recommendations will be underpinned with relevant theory and good application.

5|P a g
e
Presentation

You must use Times New Roman point 12 and double line space your essays. Never underestimate the
difference good presentation makes and always proof read your essay.

Assessment Regulations

For further information regarding Assessment Regulations, extenuating circumstances or extensions and
academic integrity, please refer to your Programme Handbook on the University of Sunderland in London
information page on Canvas.

Submission guidelines

There are currently two steps that you need to follow to ensure that you successfully submit your work for
marking. Your submission links will become available 3 weeks prior to your submission deadline, along with
detailed instructions on how to submit your assignment, but in the meantime please feel free to also watch
this Assignment Submission Instructions video.

Grading

You will be marked in accordance to the University of Sunderland assessment criteria attached below. The
assessment criteria covers; Relevance, Knowledge, Analysis, Argument and Structure, Critical Evaluation,
Presentation, Reference to Literature.

6|P a g
e
Generic Assessment Criteria – Postgraduate
These should be interpreted according to the level at which you are working

Categories

Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature

86 – The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the
100% qualification. There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level
it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of
argument, interpretation or discourse.
76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also
excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work
will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or
discourse and some evidence of originality.
The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.
There is clearly articulated evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is
70 – expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and
75% elegance of argument, interpretation or discourse.
Directly relevant A substantial Comprehensive Well supported, Contains distinctive Well written, with Critical appraisal of up-
to the knowledge of analysis - clear focussed argument or independent standard spelling to- date and/or
Pass

60 – requirements of relevant and orderly which is clear and thinking; and begins and grammar, in a appropriate literature.
69% the assessment material, presentation logically structured. to formulate an readable style Recognition of different
showing a clear independent with acceptable perspectives.
grasp of themes, position in relation format Very good use of a wide
questions and to theory and/or range of sophisticated
issues therein practice. source material.
Some attempt to Adequate Significant Generally coherent and May contain some Competently Uses a good variety of
address the knowledge of a analytical logically structured, distinctive or written, with only literature which
50 – requirements of fair range of treatment using an appropriate independent minor lapses from includes recent texts
59% the assessment: relevant material, which has a mode of argument thinking; may begin standard and/or appropriate
may drift away with intermittent clear purpose and/or theoretical to formulate an grammar, with literature, including a
from this in less evidence of an mode(s) independent acceptable format substantive amount
focused passages appreciation of its position in relation beyond library texts.
significance to theory and/or Competent use of
5|P a g
e
 practice. source material.

40 – Some Basic Some analytical Some attempt to Sound work which A simple basic style Evidence of use of
49% correlation with understanding treatment, but construct a coherent expresses a coherent but with significant appropriate literature
the of the subject may be prone to argument, but may suffer position only in deficiencies in which goes beyond that
requirements of but addressing a description, or loss of focus and broad terms and in expression or referred to by the tutor.
the assessment limited range of to narrative, consistency, with issues uncritical conformity format that may Frequently only uses a
but there are material which lacks at stake stated only to one or more pose obstacles for single source to support
instances of clear analytical vaguely, or theoretical standard views of the the reader a point.
irrelevance purpose mode(s) couched in topic
simplistic terms
35 – Relevance to the A limited Largely A basic argument is Some evidence of a Numerous Barely adequate use of
39% requirements of understanding of descriptive or evident, but mainly view starting to be deficiencies in literature. Over
the assessment a narrow range of narrative, with supported by assertion formed but mainly expression and reliance on
may be very material little evidence and there may be a lack derivative. presentation; the
intermittent, and of analysis of clarity and writer may Material provided by
the tutor.
a
F

may be reduced coherence achieve clarity (if

i
l

to its vaguest and at all) only by

least challenging using a simplistic
terms or repetitious style
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.

30 – The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence
34% provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the
indicators.

5|P a g
e
15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The
evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.
The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or
all of the indicators.

5|P a g
e