UNIVERSITY OF SUNDERLAND

AND
MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE
IN TASHKENT

Course : BA (Hons) in Business & Marketing Management

Module Code and Title : UGB335 Strategic Marketing

UOS Module leader : Mr Joel Arnott

MDIS Module Leader : Mr Frankie Lim

Assessment : Individual Assignment

Submission Due Date : 10 January 2020

Word Length : 4,000 words +/- 10%

Weighting within Module : 100%

____________________________________________________________________
Assignment Submission
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.

PLAGIARISM/INFRINGEMENT STATEMENT
All Assessments are subject to the University’s Policy on 'Cheating, Collusion and
Plagiarism'. Students found guilty of this are subject to severe penalties.

This is an INDIVIDUAL piece of work - If there is evidence that the work is not
wholly attributable to you, the University's policy on 'Cheating, Collusion and
Plagiarism' will be applied

Link to University Academic Integrity and Misconduct Policy

 https://docushare.sunderland.ac.uk/docushare/dsweb/View/Collection-8155

UGB335 Strategic Marketing_AY2019-20

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TITLE: Disney+ Strategic Marketing Evaluation & Determination

Introduction
Disney Corporation recently announced its plan to launch an original content streaming
service – Disney +.

The company is allocating substantial resources to this venture into what is a

considerably ‘crowded but increasingly lucrative streaming market’.

Disney+ will launch in North America in November 2019, and later in other international
markets. The service will package together some of the company’s major franchises,
including the work of Pixar, Marvel, National Geographic and Star Wars.
Sources: BBC News (12/04/19); The Guardian (05/08/19)

Task
– Analysis of strategic marketing context, leading to the determination and
critical evaluation of Strategic Marketing strategies.

By building on your understanding of strategic marketing theory and undertaking

secondary research into the company, market and sector, you are required to analyse
the marketing strategy of Disney+, determine its strategic marketing options &
challenges, and propose critical, future strategic marketing planning & evaluation.

To underpin your analysis, you must APPLY selected elements of strategic marketing
theory covered in this module – note you must determine which are critically important
to the company’s success and focus on these.

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You must:
 Apply appropriate strategic marketing theory and models to examine the
company & the market using suitable academic articles and texts.
 Apply appropriate strategic marketing theory, concepts and models to determine
the key strategic marketing options for the company in the future in light of the
challenges faced, using suitable academic articles and texts and secondary
evidence.
 Undertake in-depth research using suitable secondary sources (non-academic)
 Use key marketing concepts, models and terms, referring to relevant academic
reading on strategic marketing.
 Submit as a written report – in report format (see advised structure below)
 Word count is 4,000 words (+/- 10%)

Instructions

The first part of this report (60%) consists of a situational analysis focusing on
in-depth examination of company, competition, customer, collaboration and
context. You must undertake*:

 Critical Company Analysis of Disney+ –

 Examine and discuss the marketing strategies, resources (capabilities and
assets), and competitive advantages by applying the Hooley et al.’s Marketing
Resources, Marketing Assets and Dynamic Marketing Capabilities (2017,
pp.137-153)1
 In your discussion, consider the company’s mission/vision, directional and
growth strategies
 You must include an accompanying, complementary one-page table comparing
evidencing and evaluating the company’s marketing resources, capabilities and
assets (evidence-based; researched & sourced; refined, concise & bullet-pointed
information) – this must be referred to in the body.
 Consider the most critically important and pertinent resources, capabilities and
assets in its other business areas (e.g. Financial, Human, Physical, etc.) – key
resources
o Include an accompanying, complementary one-page table (evidence-based;
researched & sourced; refined, concise & bullet-pointed information) – this
must be referred to in the body.
 You must use and reference key marketing concepts, models and terms from
relevant academic reading.

 Critical Competitive Context / Competitor Analysis –

 Examine and discuss the competitive context, climate and clusters
 Consider key competitor strategies, competitor profiling, and/or competitive
positioning
 You must include a one-page table comparing the key competitors marketing
& business resources using suitable key performance indicators (evidence-
based, researched & sourced; refined, concise & bullet-pointed information) –
this must be referred to in the body.
 You must use and reference key marketing concepts, models and terms from
relevant academic reading.

1
Hooley, G., Piercy, N., and Nicoulaud, B. (2017), Marketing Strategy & Competitive Positioning (6th
Edition), Pearson Education Limited
UGB335 Strategic Marketing_AY2019-20
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  Critical Customer Analysis –
 Examine and discuss customer value (sought), customer behaviour, changes
and trends, key customer segments, and the most critical factors.
 You must include a one-page table evidencing and evaluating the key points
(evidence-based, researched & sourced; refined, concise & bullet-pointed
information) – this must be referred to in the body.
 You must use and reference key marketing concepts, models and terms from
relevant academic reading.

 Critical Strategic Collaboration –

 Examine and discuss the company’s collaboration with other parties in
achieving its strategic marketing goals.
 Identify and consider the key relationships, dynamics & challenges therein.
 You must include a half-page table evidencing and evaluating the key points
(evidence-based, researched & sourced; refined, concise & bullet-pointed
information) – this must be referred to in the body.
 You must use and reference key marketing concepts, models and terms from
relevant academic reading.

 Contextual Factor Analysis –

 Identify & discuss 2-3 of the most salient factors (e.g. technological advances,
economic factors, global trends, etc.) from the market context (not covered
elsewhere).
 You must include a one-page table evidencing and evaluating numerous key
factors (evidence-based, researched & sourced; refined, concise & bullet-
pointed information) – this must be referred to in the body.
 You must use and reference key marketing concepts, models and terms from
relevant academic reading.

 It is suggested that this section is around 2,300 words (approximately)

 Tables do NOT contribute to the word count

 VERY IMPORTANT – Tables and Appendices MUST be used effectively to

demonstrate your evidence and evaluation.
o You must refer to these in the body of your report
o Tables must include concise, refined and bullet-pointed information (NOT
extensive passages of content/text)
o Tables must NOT be longer than a single page (if over a page, only the first
page will be considered by the marker)
o Appendices must be important and concise (NOT extensive content taken
from the body)

 Please note – this is NOT a Corporate/strategic management assignment

 As such you MUST focus on strategic marketing theory, concepts and models
(and reference these accordingly)
 You must NOT use general models, such as PESTLE, 5-Forces, SWOT, VRIO

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The second part of this report (40%), requires you to determine and justify the
most appropriate strategic marketing options that the company should focus on
in order to successfully navigate the challenges faced (arising from part 1).

Selecting from TWO of the module’s key topics -

 Value
 Innovation Strategies
 International Marketing Strategies
 Relationship Strategies
 Social & Ethical Strategies
 Service Strategies

You MUST:
 Determine and justify the relevant strategic marketing approaches and options
in regard to your TWO chosen topics that you think are critical to the success
of Disney+
 You must explain how these approaches and options would be planned and
evaluated (using supporting evidence – academic and non-academic).
 Demonstrate understanding of the challenges facing the company, based on
your analysis in the first part of the report (in regard to your TWO chosen
topics).
 You must include a one-page table for EACH topic demonstrating your
suggested options and how these would be applied, deployed AND evaluated
(referencing academic reading; sourced secondary research; refined, concise
& points/information) – tables must be referred to in the body.
 You must use and reference key marketing concepts, models and terms from
relevant academic reading.
 Please note that these are not suggested headings/sub-headings - See
structure as to how to lay out your work

 It is suggested that this section is around 1,500 words (approximately)

 Tables do NOT contribute to the word count

- You MUST:

 refer to suitable theoretical concepts, models and terms to underpin your

discussion
 refer to appropriate academic articles and texts relating to strategic
marketing and your chosen topics
 Please note - the Marketing Mix is NOT suitable at this level or relevant to
this work
 use tables and appendices to demonstrate your application of the key
academic themes/theory to the (secondary) case evidence to support your
work.
o These must be used effectively as outline previously

The above MUST be underpinned by credible supporting evidence (non-

academic secondary) AND application of appropriate strategic marketing theory,
concepts and terms.

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SUPPORT: Assessment Guidance will be provided in the lecture and seminars

Structure:
You are advised to use the following structure –

1.0 Introduction

2.0 Analysis of the Strategic Marketing Context

2.1 Critical Company Analysis
2.2 Critical Competitive Context / Competitor Analysis
2.3 Critical Customer Analysis
2.4 Critical Strategic Collaboration
2.5 Contextual Factor Analysis

3.0 Determination and Evaluation of the Critical Strategic Marketing Approaches

3.1 Value (for example - Topic 1)
3.2 Innovation Strategies (for example - Topic 2)

4.0 Conclusion

(note - a Recommendations section is not required)

Appendices (must be labelled/numbered, titled and sourced)

References list (Must be Harvard Referenced)
– Academic
– Non-academic

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Learning Outcomes
The following learning outcomes will be tested in this assessment:

Knowledge
1. Critical understanding of advanced marketing strategy and its significance in
variety of contexts (global and local)
2. Assessment of the drivers affecting choice and implementation of marketing
strategy
3. Evaluation and application of appropriate theories and models underpinning
the strategic marketing process in an organisation
4. Evaluation of strategic options and planning of effective strategic marketing
programmes for survival and sustenance of different organisations (public
sector and private sector)

Skills
5. The ability to develop appropriate research and analytical skills
6. Creative, innovative, critical thinking and effective communication of complex
ideas

EXTENUATING CIRCUMSTANCES
If you are affected by any extenuating circumstances and cannot submit your work, for
example illness or severe personal difficulties, you must inform your programme
leader, personal tutor, module leader or module tutor immediately.

IMPORTANT – ‘FIT TO SIT’:

Any student who presents themselves at an examination and takes that examination,
or who submits a piece of coursework, or attends and takes part in a presentation,
practical session, or any other form of assessment cannot then put in a later request
for extenuating circumstances. They will be deeming themselves 'Fit to Sit' if they
thereby engage in the assessment and no allowance will be made for any difficulties,
they later wish to claim affected their results.

The extenuating circumstances procedure is provided on Canvas.

For information or to discuss an issue you are having, please contact the
programme leader or personal tutor in the first instance.

Link to University Extenuating Circumstances Policy

 https://docushare.sunderland.ac.uk/docushare/dsweb/Get/Document-
2995/AQH-F6-
13%20Procedures%20for%20Extenuating%20Circumstances.pdf

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Assessment Criteria - The following criteria will be applied

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.
70 – 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
75% 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
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-
60 – the requirements knowledge of clear and orderly logically structured, using distinctive or standard spelling date and/or appropriate
Pass

69% of the assessment relevant material, an appropriate mode of independent thinking; and grammar, in a literature. Recognition of
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
50 – address the knowledge of a fair treatment, but a coherent argument, but expresses a coherent written, with only which includes some
59% 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
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
significance purpose simplistic terms texts. Competent use of
source material.

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 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 of derivative. expression or material tutor has
but there are limited range of analysis 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 material provided by
may be very material and/or on repetitive or thin goes beyond presentation; the the tutor.
intermittent, and paraphrase, is simplifying writer may achieve
may be reduced to common paraphrase clarity (if at all) only
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 have been satisfied. The work will be weak in the majority or all of
the indicators.

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