Faculty of Business and Law – TNE

Module Title: Marketing Strategy

Module Code: MKT 306

Module Leader: Graeme Price

2018/19

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Key Information

Length: 3,500 words

Format: Report

Weighting 100% of the marks for the module

Submission date: 12th July 2019

Submission: Jira

Assessment Criteria

Upon successful completion of this assessment, students will be able to have

demonstrated:

Knowledge and Understanding

• Explain the nature of marketing strategy and its significance for the
organisation.
• Assess the drivers and factors affecting the choice of marketing strategies.
• Evaluate appropriate models and techniques that aid the strategic marketing
process.
• Analyse contemporary marketing issues and problems in a strategic context.

Skills
• Research skills.
• Interpretation of advanced information and marketing data handling skills.
• Assessing communications skills to develop effective relationship marketing.

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 Assignment Brief:
The task is divided into two parts (Part 1 & Part 2) and candidates are expected to
address both.

Your task is to identify an organisation (producer and/or brand owner), that is

involved in the marketing of sporting footwear e.g. Reebok, Nike etc and prepare
an individual report of 3,500 words (please see appendix 1 for further details)
addressing the following issues.

Part 1:

• Using appropriate sources undertake a full marketing audit of your chosen

category and brand. Include an evaluation of the current marketing strategy
and position in the market.
• Demonstrate the brands effectiveness by providing an evaluation of their
current market performance. This should include relevant market performance
data to underpin your evaluation, for example market growth, sales trends,
profitability etc.
• Provide a critical evaluation of the brand’s competitive edge (USP) with
comparison to the main competitor brands in the marketplace.
 [Weighting - 50%]

Part 2:
• Based on your Part 1 analysis provide the rationale for the introduction of a
new product to the range.
• Outline the features / benefits of the new product.
• Identify target segment/s.
• Set clear marketing objectives to launch a new product with the aim of
increasing brand awareness, market share, sales and/or profitability.
• Recommendations - with application to the marketing mix, recommend a
relevant marketing strategy to addressing the marketing objectives.

These suggestions should be your own ideas but may include marketing tactics and
strategies used by other successful organisations or companies.

• [Weighting - 50%]

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.

N.B. Please note the maximum word count includes the executive summary but
excludes appendix and references.

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Assignment Structure:
This is an individual assignment as a single report in two parts. Candidates are
encouraged to be creative with their analysis and recommendations by using
theories covered in the lectures and workshops.

The below is the structure that candidates must follow for this report:

Part 1.
• Title page
• Executive Summary
• Table of contents
• Introduction
• Environment analysis
• Evaluation of current marketing strategy/performance
• Analysis of the organisations competitive advantage and USP

Part 2.
• Product rationale and specification
• Segmentation Targeting & Positioning (STP)
• Recommend marketing objectives and goals
• Identify appropriate marketing strategies, based on the application of the
marketing mix to your chosen product / brand.
• Conclusion
• Bibliography (with references)

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 Appendix 1 - Word count requirement and word limit penalties

If the word limit is exceeded, the following penalties apply:

Exceeds word limit by up to 10% No Penalty - tolerance band

Exceeds word limit by 10.1-20% 5 percentage points deduction

Exceeds word limit by 20.1-30% 10 percentage points deduction

Exceeds word limit by 30.1-40% 15 percentage points

Exceeds word limit by 40.1-50% 20 percentage points deduction

Exceeds word limit by more than 50% Mark of zero

• The word count includes everything except the title page and the reference list.
• Students must indicate word count (excluding title page, references and
appendices) in submitted work - this word count should appear on your title page.
• The word count for this assignment is 3,500 with a leniency of 10% (+/-) i.e. a
maximum word count of 3,850 and a minimum of 3,150.

Students are required to submit their coursework through JIRA. Only assessments
submitted through JIRA will be marked. Any other submission including submission
to your study centre in hard copy will be treated as a non-submission.

If your centre supports Turnitin©, a copy of your Turnitin© originality report must be
submitted in conjunction with your assignment.

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 Appendix 2 - Generic Assessment Criteria – Undergraduate Bachelor’s degree
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
there may be 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 also clearly articulated t 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 elegance of
75% argument, interpretation or discourse.

Directly relevant to A substantial Good analysis, Generally coherent and May contain some Well written, with Critical appraisal of up-to-
Pass

the requirements knowledge of clear and orderly logically structured, using distinctive or standard spelling date and/or appropriate
60 – of the assessment relevant material, an appropriate mode of independent thinking; and grammar, in a literature. Recognition of
69% showing a clear argument and/or may begin to readable style with different perspectives.
grasp of themes, theoretical mode(s) formulate an acceptable format Very good use of source
questions and independent position material. Uses a range of
issues therein in relation to theory sources
and/or practice.

Some attempt to Adequate Some analytical Some attempt to construct Sound work which Competently Uses a variety of literature
address the knowledge of a fair treatment, but a coherent argument, but expresses a coherent written, with only which includes some
50 – requirements of range of relevant may be prone to may suffer loss of focus position only in broad minor lapses from recent texts and/or
59% the assessment: material, with description, or to and consistency, with terms and in uncritical standard grammar, appropriate literature,
may drift away intermittent narrative, which issues at stake stated only conformity to one or with acceptable though not necessarily
from this in less evidence of an lacks clear vaguely, or theoretical more standard views format including a substantive
focused passages appreciation of its analytical mode(s) couched in of the topic amount beyond library
texts. Competent use of

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 significance purpose simplistic terms source material.

40 – Some correlation Basic Largely A basic argument is Some evidence of a A simple basic style Some up-to-date and/or
49% with the understanding of descriptive or evident, but mainly view starting to be but with significant appropriate literature
requirements of the subject but narrative, with supported by assertion formed but mainly deficiencies in used. Goes beyond the
the assessment addressing a little evidence of and there may be a lack derivative. expression or material tutor has
but there are limited range of analysis of clarity and coherence format that may provided. Limited use of
instances of material pose obstacles for sources to support a point.
irrelevance the reader

35 – Relevance to the A limited Heavy Little evidence of coherent Almost wholly Numerous Barely adequate use of
39% requirements of understanding of a dependence on argument: lacks derivative: the writer’s deficiencies in literature. Over reliance
the assessment narrow range of description, development and may be contribution rarely expression and on
may be very material and/or on repetitive or thin goes beyond presentation; the
intermittent, and paraphrase, is simplifying writer may achieve material provided by the
may be reduced to common paraphrase clarity (if at all) only tutor.
its vaguest and by using a
least challenging simplistic or
terms repetitious style

The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.
Fail

30 – The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided
34% 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.

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.