ASSESSMENT BRIEF
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Academic term: |
(H) Summer Semester |
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Module title: |
Strategic Marketing Communication |
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For further module description see Module Brief. |
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Type of assessment: |
Analysis report |
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Submission Date: |
See Moodle |
Instructions for assessment Instructions for assessment
The mode of assessment: an analysis report for an existing product marketed by an existing, well-known company (agree with your seminar tutor by week 3).
- What % of marks (if any) are awarded for presentation of work and references: 10%
- Word limit: 3500 max excluding references and appendices
Your final report should include the following sections.
Part 1: Introduction to the Product/Service and the organization (10%) You may choose an existing product or product portfolio from a well- known company (please agree with your seminar tutor by week 3)
- The background information of the product and organization
- What value does the product bring to customers?
Part 2: A Critical Analysis of the Market Context (20%)
- What is the market trend (e.g., growth trends)
- An analysis of the marketing environment.
Part 3: Segmentation, Targeting and Positioning (STP) (30%)
- Segmentation:
How the market can be segmented?
- Targeting:
Which segment(s) to target?
- Positioning:
How is the product positioned relative to other competitors?
- Considering the current STP strategy, what is your recommendation?
Part 4: Explain how the marketing mix (either 4P’s or 7P’s) has been developed to
support its market position. (30%)
Traditional marketing mix elements:
- Product strategy
- Pricing Strategy
- Promotional Strategy
- Channel or Distribution Strategy
- (You may also talk about Process, People, and Physical evidence if you focus on not a physical product but a service)
- Considering the current marketing mix strategy, what is your recommendation?
A further 10% of your grade is allocated to presentation and referencing (10%)
Structure and presentation
Any written work should be spell-checked, and a contents page should be included. Do not use various font sizes and colours Black ink, Arial, size 11, 1.5 lines spaced is recommended. Use DIN A4 format and page margins of 2.5 cm or 1 inch.
How will your work be assessed?
Your work will be assessed by a subject expert who will use either the marking criteria provided in the section “Instructions for assessment” or the Marking rubric enclosed in the Appendix, as appropriate for this module. When you access your marked work, it is important that you reflect on the feedback so that you can use it to improve future assignments.
Referencing and submission
You must use the Harvard System.
The Business School requires a digital version of all assignment submissions. These must be submitted via Turnitin on the module’s Moodle site. They must be submitted as a Word file (not as a PDF) and must not include scanned-in text or text boxes. They must be submitted by 2 p.m. on the given date. For further general details on coursework preparation refer to the online information at StudentZone, http://studentzone.roehampton.ac.uk/howtostudy/index.html.
Mitigating circumstances/what to do if you cannot submit a piece of work or attend your presentation
The University Mitigating Circumstances Policy can be found on the University website: MitigatingCircumstances Policy
Marking and feedback process
Between you handing in your work and then receiving your feedback and marks within 20 days, there are a number of quality assurance processes that we go through to ensure that students receive marks which reflect their work. A summary is provided below.
- Step One – The module and marking team meet to agree on standards, expectations and how feedback will be provided.
- Step Two – A subject expert will mark your work using the criteria provided in the assessment brief.
- Step Three – A moderation meeting takes place where all members of the teaching and marking team will review the marking of others to confirm whether they agree with the mark and feedback.
- Step Four – Work at Levels 5 and 6 then go to an external examiner who will review a sample of work to confirm that the marking between different staff is consistent and fair.
- Step Five – Your mark and feedback are processed by the Office and made available to you.