Marketing Management in Action : Assessment 1: Marketing Plan and Assessment 2: Individual Report, Assignment Brief

Assessment Element	Assessment 1: Marketing Plan, Individual report, Weightage 60% Assessment 2: Individual Report, Weightage 40%
Word Count	Assignment 1: Marketing Plan, Individual report, 3000 words (-/+10%); excluding reference list and appendices. Assignment 2: Marketing Pitch, Recorded – Group Assignment, 20 minutes Pitch. Peer Assessment: 25% of total mark
First Sit or Resit?	First sit

Module Assessment

The assessments for this module are centered on the application of knowledge (competency framework) and applying the practical toolkits and concepts to a tangible marketing problem. The core purpose of assessment is to offer students the opportunity to demonstrate their learning against the programme competencies. There are two forms of assessment for this module, which are:

1.    Marketing Plan
a.    Individual Assignment – 60%: 3000 words – [excluding reference list and appendices]
2.    Marketing Pitch
a.    Group Assignment – 40%: [Recorded presentation for about 20 mins].
b.    Peer Assessment: 25% of total mark
3.    Both assignments are chosen to be authentic, which means they relate directly to the field of practice.

The Marketing Plan component is taking advantage of the nature of the subject to assess students in a format that reflects the practice of professional marketers. Students will work on a company of their choice and develop a marketing plan for that company. This enables students to develop important competencies, directly applicable to their future career. This plan assesses your ability to analyse complex scenarios, demonstrate knowledge and comprehension. You will critically apply relevant concepts in order to recommend optimal marketing plan.

You are a group of marketing consultants who developed a robust marketing strategy for a company you have chosen. You have been tasked to make a pitch to the C-Level management. You would need to exhibit your ability to make a professional presentation, defend your pitch, and persuade the implementation of your marketing plan for the growth of the company. You will use a range of marketing management concepts, theories, techniques and their appropriate management application to your marketing plan.

This group assignment (Marketing Pitch) requires you to demonstrate the ability for synthesis and use of your marketing knowledge gained throughout the module, to present to a panel.

Peer Assessment (25% of total mark)

The group assignment (Marketing Pitch) will receive one ‘group mark’. However, individual group members will provide a mark out of 10 for the perceived effort and performance of all other individual group members (not themselves) – this counting 25% of total mark.
This mark is entirely up to each group member and may be discussed as a group (to award everyone 10/10) but is at the sole determination of each member making the assessment.

The peer assessment mark will be an average of the other group members peer assessments. The peer assessment system is specifically designed to fairly reflect effort and contribution for the group assignment as perceived by each group member. This is used to produce individual student marks in a group-based activity, giving them the chance to assess and evaluate each group member’s contribution to the work.

Assessment Report Structure – Individual Report

Executive Summary

1.    Introduction
1.1    Vision, Mission, and Objectives

2.    Marketing Audit
2.1    Situational Analysis (Current Marketing Situation)
2.2    Competitive Landscape
2.3    Social-Cultural Trends
2.4    Technical Issues
2.5    Economic Issues
2.6    Issues & Opportunity Analysis

3.    Marketing Objectives
3.1    Marketing Strategy
3.2    STP Analysis
3.3    Marketing Mix
3.3.2    Price
3.3.3    Place
3.3.4    Promotion

4.    Marketing Implementation
5.    Marketing Control
6.    References

Program Competency Statement

PC Program Competency Statement
PC 4   Take responsibility for one’s own practice and collaboratively work and build relationships with others to deliver a shared goal in team settings.
PC 8 Collect, critically analyse, and evaluate complex data and deploy advanced and established business research and enquiry techniques relevant to contemporary business requirements
PC 11 Identify, develop and deploy socially responsible business management practices to deliver sustainable economic, social and environmental outcomes for business and society.