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Assessment description and marking

Learning Outcomes
Anglia Ruskin modules are taught on the basis of intended learning outcomes and, on
successful completion of this module, you will be expected to be able to demonstrate you have
met these outcomes.

1. Knowledge and Understanding: Critically evaluate strengths, weaknesses, opportunities

and threats in a sector of the economy with respect to marketing concepts and theories.

2. Knowledge and Understanding: Construct the framework for an integrated strategic

marketing plan as it relates to an organisation operating in the chosen sector of the

3. Intellectual, practical, affective and transferable skills: Design marketing campaigns, or

parts thereof, embracing new and innovative concepts which push forward the knowledge
base of the discipline, for example in the arts, services, relationship or technology

4. Intellectual, practical, affective and transferable skills: Develop a critical working

knowledge of the important management tools and techniques in the marketing planning
process, synthesising and applying these where possible towards new customer/client
solutions and benefits.

Element 010 Title: 3,000 word marketing plan for an


You are required to write a 3,000 word strategic marketing plan for a company of your
choice. Please choose a non-diversified company (one industry only, e.g., Clarks Shoes or
IKEA) or the business unit of a corporation (e.g., BT Consumer, rather than BT Group; Unilever
Foods, rather than Unilever).

Your audience is the management team/board of the company. Your aim is to secure senior
management buy in and any resources that are required by providing the data and argument to
support implementation of the marketing initiative you have proposed.
support implementation of the marketing initiative you have proposed.

Your audit of the marketing environment of your company will identify a new, previously
unexplored, market for your product/service. To do this you must employ creative thinking and
an entrepreneurial approach not limited by current assumptions.

Word or Final
Type of % of Total Submission
Element(s) time Submission
assessment Mark method
limit Date

assignment 3,000
010 100% Turnitin 13 Dec 2019
(strategic words
marketing plan)


Your marketing plan should be written in report style. The detailed guidance which follows
provides a suggested format.

You should draw upon the module material to inform the development of your marketing plan.
This material should be referenced according to the Harvard referencing system. You should
also utilise one or more marketing text books from the reading list to help you write your
assignment. For example, you will need to use one of the text books in respect of analysis of
the competitive environment by applying Porter’s Five Forces framework.

You might consider using a marking planning model such as SOSTAC as an underpinning
framework for your strategic marketing plan. Critical application of the model is required and
once again Harvard referencing is required.

In addition to the module material, you should find the following e-text books which are
available in the University Library useful resources in the development of a strategic
marketing plan:

You should refer to Chapter 3 ‘Developing marketing strategies and plans’, in the core text
book by Philip Kotler (2016) Marketing Management. It is important to read the entire
chapter. Towards the end of the chapter there is a section that addresses ‘The nature and
content of a marketing plan’ (p.106). There is also a sample marketing plan presented on page

Additionally, the text book Marketing Essentials by Dibb & Simkin (2013) is a useful
resource. Chapter 15 addresses planning and implementation. Table 15.2 (p. 458) shares the
component parts of a typical marketing plan which you will find helpful. Table 15.1 illustrates
the core steps of the marketing planning process (p. 457). Again, it would be advisable to read
the chapter.

1. Title page
Clear report title disclosing the company name and focus of the marketing plan.
Word count utilised stated.

2. Contents page
Number headings and sub-headings.

3. Introduction to company and current challenge(s) – 10 marks

(approximately 300 words)
The introduction to the company should include the current situation and a summary of the
key challenges it needs to overcome.
Include any existing purpose statements the company has e.g. vision and mission
statements, core values and strategic objectives (citing academic and organisational
references). Discuss how the statements inform the company’s challenge(s). Statements
should be critically analysed.
You do not have to address all purpose statements – select those that are available for the
company, or the most relevant. If no purpose statements are available reflect on purpose
based on other types of information (e.g., the ‘About us’ section of the organisation’s
website; CEO/director’s interview, Annual Report etc.). Another approach is to suggest
your own purpose statements.

4. Environmental analysis – 45 marks (approximately 1,500

4. Environmental analysis – 45 marks (approximately 1,500
MACRO trend environment analysis:
(PESTLE) analysis to identify key drivers of change (based on possible level of impact).
Consider strategies to either mitigate possible impact of threats or take advantage of
opportunities that might be presented.

MICRO trend environment analysis

Industry (Five Forces) analysis to understand intensity of competition and relative
attractiveness of market.
Customer (Segmentation) analysis to share a summary of current customers/users
utilising segmentation variables.
Summarise the macro and micro analyses by clearly articulating what they represent in
terms of opportunities and threats for the company.

Internal environment capability analysis

Application of McKinsey’s 7S Framework (1980) and Barney’s VRIN Framework (1991).
These analyses should point to the company’s strengths and weaknesses.

5. Proposed strategy – 40 marks (1,200 words)

Presentation of a SWOT analysis which summarises the main findings from your macro
and micro trend analyses.
Informed by the environmental analyses, the SWOT analysis will facilitate identification of
key marketing opportunities.
A single marketing opportunity should be selected and justified applying relevant theory
(duly referenced) and articulated in the form of a SMART marketing objective.
Based upon your preceding analyses and informed by your SMART marketing objective,
develop an outline strategic marketing plan for a single marketing opportunity.
You should explicitly apply (and reference) appropriate planning models and frameworks
to develop the outline strategy. By way of illustration, one example of a relevant planning
model is application of the marketing mix.
Triangulation is required and can be achieved as follows. Link back the proposed strategy
to the content of the introduction. Does your strategy address the challenge(s) you
identified? How does the proposed strategy exploit the opportunities in the environment
and/or avoid the threats? How does the proposed strategy capitalise on company’s
strengths and/or avoid or remedy the weaknesses? Do the resources and competences
currently exist to implement the strategy effectively? If not, can these resources and
competences be obtained, and how? Does the proposed strategy align with the purpose of
the company?
The feasibility of your proposed new direction should be considered with an
implementation plan provided which identifies key milestones and resources required to
achieve these. You should also briefly consider risks and how these might be overcome or
Insight into the marketing controls that will be employed to monitor & evaluate the
relative success of the strategic marketing plan needs to be provided. As part of this
analysis Key Performance Indicators should be devised which provide some sales
projections. The SMART objective you developed at the outset is also a means to
measure success.

6. References
Guidance on how to correctly use the Harvard referencing system can be found on the
University Library website; https://libweb.anglia.ac.uk/referencing/referencing.htm
(https://libweb.anglia.ac.uk/referencing/referencing.htm) and

There are also resources on good academic practice to ensure that you are honest in your
work and don’t plagiarise the work of others: https://anglia.libguides.com/GAP/welcome

7. Appendices
Appendices should be used sparingly. The detailed analyses (such as PESTLE and SWOT)
should be included within the main body of the assignment. Tables, figures and diagrams
are excluded from the word count.
If you do make use of any appendices, be sure to identify them with specific headings and
to mention these in the actual report.

8. Presentation – 5 marks
Report structure adopted. Presentation, cogency, correct spelling and grammar, appropriate
use of tables, diagrams and appendices all taken into consideration when awarding marks.
The Harvard referencing system should be correctly observed.
9. Word count – 3,000 words
The word limits for each section are a general guidance – you have some flexibility to adapt
this as you see fit.
In addition to the guidance which follows below from the academic regulations, markers
would be concerned at (excessive) use of lengthy word for word quotes; you should be
expressing yourself in your own words.
An extract from page 66 of the August 2018 Academic Regulations
(http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf) on word count follows:

A written assignment must not exceed the maximum word limit set for that assignment.

Students are required to enter an accurate word count on the Assignment Cover Sheet.

When a written assignment is marked, the excessive use of words beyond the stated word limit
is reflected in the academic judgement of the piece of work which results in a lower mark being
awarded for the piece of work.

In determining the text to be included within the maximum word limit, the following items are

indented quotations (of more than 50 words)
footnotes/endnotes used for reference purposes (and kept within reasonable limits)
list of references and/or bibliography.

10. Final notes

Remember this is a practical assessment. You should critically apply theory, models and
frameworks (duly referenced) to inform your analysis and provide insights. All assertions
and arguments should be clearly justified.

11. Additional resources

A useful resource in respect of diversified versus non-diversified companies which
utilises practical examples may be found here: https://www.strategy-
Adjacencies?gko=99c07 (https://www.strategy-business.com/blog/How-IKEA-Disney-and-

The University’s Study Skills Plus provides a lot of useful academic resources, such as
academic reading and note taking, academic writing and critical thinking:

A report writing study guide is available in the ‘Academic Writing’ section of Study Skills
Plus and may be found here: https://anglia.libguides.com/study-skills-plus/academic-
skills/academic-writing (https://anglia.libguides.com/study-skills-plus/academic-

A step by step guide for writing assignments may be found here:

assignments (https://canvas.anglia.ac.uk/courses/4240/pages/step-by-step-guide-written-

A step by step guide for writing assignments may be found here:

assignments (https://canvas.anglia.ac.uk/courses/4240/pages/step-by-step-guide-written-

Please use the University Library’s guidance on Harvard referencing to ensure you
reference correctly in-text and format your references list appropriately:
(https://library.aru.ac.uk/referencing/referencing.htm) and

There are also resources on good academic practice to ensure that you are honest in your
work and don’t plagiarise the work of others: https://anglia.libguides.com/GAP/welcome
Clear and useful guidance is provided by the University on formatting assignments,
submitting assignments and accessing your feedback:

If English is not your first language, or you need help with punctuation and spelling, there
are a range of English language support resources that you may find helpful:
Punctuation and spelling tips study guides may be found here:
com is a free writing assistant: https://grammarly.com (https://grammarly.com)
Scroll down to the bottom of the web page for suggested language resources to help
develop your English writing and comprehension:
Anglia Ruskin University Language Centre: https://aru.ac.uk/international/english-
language-support (https://aru.ac.uk/international/english-language-support)

Weighting: 100% of the total mark