Assignment 2 – Advice and Guidance

Assignment Brief Facts

Deadline – Friday 14th May 2021, Midday.
Feedback – Friday 17th June 2021, Midday
Word count – 3,000 (10% +/-)

Structure

Front cover (This is on Moodle with a recommended layout and format of the report)
 Do not include the marking grid, the rubric system will be used on Turnitin to notify
you which criteria you met.
 Page 1
o Fill in the boxes on the front page with your student information.
o Insert your student number in the header of the document.
o Ensure pages are numbered.
 Page 2
o Enter your name in the declaration statement
o Executive Summary
 This will be done when you have finished your report.
 It is a brief summary of your report containing what you have
identified, discovered, researched, evaluated and concluded from
your report. It is used to help the reader quickly ascertain the reports
purpose.
 Page 3
o A content page is recommended.
o Microsoft Office can build a contents page for you.
 In ‘Styles’ using Heading1, Heading 2, Heading 3 etc use these for your
headings and subheadings.
 When you have identified your key headings and subheadings. Select
the top tab ‘References’ and ‘Table of Content’ (on the top left), select
the style of content page you would like and it will build the content
page for you.
 Check all the page numbers are correct (these will obviously change
when you continue to write your report so ensure you ‘update the
content page’ so the page numbers are changed to update.
 Page 4
o Title of Report – This could be the company’s name e.g. Apple’s Competitive
Analysis.

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Level 7. MBB7009M – Marketing and Data Analytics.
Your report now beginnings, you have successfully formatted your report.

Additional Information

Student ID number should be on every page.

Pages should be numbered.
Declaration at the start of your work.

Report Structure

(Heading 1) Introduction – 100 words.

 Inform the reader what will be discussed.

(Heading 2) Company Profile – 300 words.

o Key facts and relevant points about the company.
o Key financials of the company.
o What sector does the company operate within?
o What changes have impacted the sector and essentially the company? And
why?
 Check the sector reports.

(Heading 1) Context Analysis (Fill & Turnbull, 2016)

 What is a context analysis?

(Heading 2) Internal Analysis (It is your decision which you focus on and which is
most important (only focus on 2)). – 400 words.
o What is an internal analysis?
 (Heading 3) Strategy
 (Heading 3) Culture – could link to Hofstede, what is the culture
within the business? Mission statement etc.
 (Heading 3) Resources – what resources does the company have
available to them?
 (Heading 3) Social-political

(Heading 2) Market Analysis (It is your decision which you focus on and which is most
important (only focus on 2)). – 400 words.
o What is a market analysis?
 (Heading 3) Consumer Trends – why are consumers important? UK
consumer spending trends.
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Level 7. MBB7009M – Marketing and Data Analytics.
  (Heading 3) Agencies
 (Heading 3) Competitors – identify the competitors and justify why
you have selected those competitors.
 (Heading 3) Strategies and the use of tools
 (Heading 3) Media message

(Heading 2) Environmental Analysis (Key external aspects that have impacted the
company’s financial performance, (only focus on 2 and state why you chose those 2)). – 400
words.
o What is an environmental analysis? – This should not be based on
assumptions, it is facts supports by academic references and analysis.
 (Heading 3) Political changes
 (Heading 3) Economy
 (Heading 3) Social
 (Heading 3) Technological
 (Heading 3) Legal
 (Heading 3) Environmental

(Heading 1) Marketing Communication Strategy – 600 words.

 What is a communication strategy?
 DRIP Model
 (Heading 2) Segmentation
 (Heading 2) Targeting
 (Heading 2) What is a positioning map?
o Conduct a positioning map.

(Heading 1) Peer Analysis – 650 words.

 (Heading 2) Clear and in-depth analysis of comparisons of peers (in FAME database).
o Evaluate the analysis.
o What is the analysis telling the reader?
o What impacts and influenced the company financial performance? (Peer
analysis, include the top 5), how the company compares to the top 5 if they
are not in the top 4, if they are not, why not?
o Analyse the businesses decisions.

(Heading 1) Conclusion – 150 words.

 What has been found, conclude the key points.

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Level 7. MBB7009M – Marketing and Data Analytics.
  Conclude the impact of data analytics has on key financials – how relevant and
beneficial data analytics has on the company and understanding can have a positive
impact on an organisation.

(Heading 1) References
 Cite Them Right Harvard should be used throughout and for the reference list.
 Please see next section (Harvard Referencing) to inform you of the referencing
information.

*Optional (Heading 1) Appendices

 If needed you can include any additional or extra information. However, if you use
the appendices please refer to it in the main report, signalling when the reader
should refer to it.

** Be Creative – Use SmartArt to put all models, graphs, visual aids and charts in to
showcase your work and information (it will help with the word count).

Reminder – you should be utilising the database FAME, Mintel, MarketLine and
Euromonitor Passport (all information regarding the databases is under week 6 or email
j.munks@yorksj.ac.uk for any questions regarding the databases).

Harvard Referencing

Cite Them Right Harvard Referencing should be used throughout., follow the links for
helpful advice.

York St John Tips

Cite Them Right Harvard

Your reference list should start on a separate page after your conclusion.

In alphabetic order (A-Z).

No bullet points, just a structured list.

Formatting Tips

Assessment should be made on Microsoft Word.

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Level 7. MBB7009M – Marketing and Data Analytics.
Font should be either Times New Roman or Arial and in font size 12.

Spacing should be 1.5, use this icon

Use this icon to put the Reference List in alphabetic order

To ensure all paragraphs are structured and justified throughout the report, use this icon

Regulations

Your attention is drawn to the University policy on cheating and plagiarism. Penalties will be
applied where a student is found guilty of academic misconduct, including termination of
programme (Policy Link).

You are required to keep to the word limit set for an assessment and to note that you may
be subject to penalty if you exceed that limit. You are required to provide an accurate word
count on the cover sheet for each piece of work you submit (Policy Link).

For late or non-submission of work by the published deadline or an approved extended

deadline, a mark of 0NS will be recorded. Where a re-assessment opportunity exists, a
student will normally be permitted only one attempt to be re-assessed for a capped mark
(Policy Link).

An extension to the published deadline may be granted to an individual student if they meet
the eligibility criteria of the (Policy Link).

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Level 7. MBB7009M – Marketing and Data Analytics.