Assessment Brief: Strategic Marketing 2023-24

ASSESSMENT BRIEF
Academic year and term: 2023/24 – Semester A

Module title: Strategic Marketing RBP020L061A

For further module description see Module Brief.

Report
Type of assessment:

Submission Date: 2PM, 8th January, 2024

Instructions for assessment

Instructions for assessment

The mode of assessment: A written report on the design of a marketing strategy and
implementation plan for a new or improved product or a service of your choice underpinned by
academic and professional literature. The proposed product must be marketed by an existing,
well-known company.
 What % of marks (if any) are awarded for presentation of work and referencing: 10%
 Word limit:3500 max excluding references and appendices

Your final report should include the following sections

Part 1: Introduction and Product/Service Description (10%)

A brief description and rationale for introducing the new or improved product or service that is the
focus of your report. Agree your choice with your tutor by week 3.

Part 2: A Critical Analysis of the Market Context (20%)

Include a brief analysis of the market:

 Key market trends (e.g. growth trends)

 Who are the key competitors and how are they positioned?
 Summarise the current customer attitudes/behaviours in this market
 Identify the main issues / opportunities you think are relevant including social and/or ethical issues (if
relevant)

Part 3: Segmentation, Targeting and Positioning (STP) (20%)

 What base(s) of segmentation you have used and why?

 Include size, geodemographic, psychographic etc.
 Summarise the profile and persona of your target market and, if not a completely new product, how is
the target market different from the segment(s) targeted in the past?
 Include a statement that identifies why your target market should buy your improved product or service–
i.e. what benefits it now offers and what problems it solves?

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Part 4: Your Recommended Extended Marketing Mix (given your analysis above) (30%)

Traditional marketing mix elements:

 Product (include, for example branding and packaging and service quality)
 Pricing Strategy
 Promotional Strategy including Digital Media
 Channel or Distribution Strategy

Services marketing mix elements (where appropriate):

 Process
 Physical evidence (e.g. including essential and peripheral evidence, servicescape etc.)
 People (including role of customer in the value creation process as well as employees and/or
relationship marketing challenges)

Part 5 A discussion of Implementation Issues (10%)

This section should discuss issues related to implementation such as co-ordination between different
departments and the role of internal marketing, as well as resources and capabilities required to implement your
chosen marketing strategy.

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 2pm 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.

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Use of AI
You may use generative AI to help generate ideas and brainstorm. However, be aware that
the material generated by these AI tools may be inaccurate, incomplete, or otherwise
problematic.

If you include material generated by generative AI, in most cases it should be cited in
the same way as you would cite other references. Your tutors will advise you on how
to do this.

Any plagiarism or other form of cheating will be dealt with under the University of
Roehampton academic misconduct policy.

Citing use of generative AI: (If this generative AI material is available online, you can
cite it as an electronic version of a source (such as an artwork or article).
Citation order:
- Creator (name of AI)
- Year (in round brackets)
- Title of work (in italics)
- [Medium]
- Available at: DOI or URL (Accessed: date)

Example
In-text citation
The AI-generated flower (Shutterstock AI, 2023) ...

Reference list
Shutterstock AI (2023) Photo of pond with lotus flower[Digital art]. Available at:
https://www.shutterstock.com/image-generated/photo-pond-lotus-flower-2252080005
(Accessed: 31 March 2023).

Personal communications
If the AI’s end product (for example use of ChatGPT in conversation) is only available to you,
cite this as a personal communication and include a description of the AI generated material
in your in-text citation. Consult your tutor in case they require you to provide a copy of the AI
work as an appendix to your work.
Citation order:
Name of AI
Year of communication (in round brackets)
Medium of communication
Receiver of communication
Day/month of communication

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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: Mitigating
Circumstances 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 reflects their work. A brief summary is provided below.

 Step One – The module and marking team meet to agree 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 goes 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 is processed by the Office and made available to you.

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Appendix: Marking rubric

Grade Category Outstanding Excellent Very Good Good Adequate Marginal Fail Fail Fail Not done
(range) 100 (80-89) (70-79) (60-69) (50-59) (40-49) (30-39) (20-29) 0
Assigned mark 85 75 65 55 45 35 25
________________
Marking criteria
(weight out of 100)

Introduction 10% Cannot be Excellent Very Good Good Satisfactory Underdeveloped Introduction Introduction and Missing or
improved on Introduction and Introduction and Introduction and Introduction and rationale for and Product Product Service wrong. Doesn’t
Introduction and Product Service Product Service Product Service Product Service introduction of Service Description are meet the basic
Product/ Service Description Description Description Description product and Description substantially assessment
Description Product/Service are below the below the criteria
Description necessary necessary
standard standard
Mkt Context 20% Cannot be Excellent Very Good Good Critical Satisfactory Generic/ Critical Critical Analysis Missing or
A critical analysis of improved on Critical Analysis Critical Analysis Analysis of the Critical Analysis underdeveloped/ Analysis of the of the Market wrong. Doesn’t
the Market Context of the Market of the Market Market Context of the Market descriptive Market Context are meet the basic
Context Context Context Analysis of the Context are substantially assessment
Market Context below the below the criteria
necessary necessary
standard standard
STP 20% Cannot be Excellent Very Good Good Critical Satisfactory Generic or Critical Critical Analysis Missing or
Segmentation, improved on Critical Analysis Critical Analysis Analysis of the Critical Analysis underdeveloped Analysis of the of the wrong. Doesn’t
Targeting and of the of the Segmentation, of the Analysis of the Segmentation, Segmentation, meet the basic
Positioning Segmentation, Segmentation, Targeting and Segmentation, Segmentation, Targeting and Targeting and assessment
Targeting and Targeting and Positioning Targeting and Targeting and Positioning Positioning are criteria
Positioning Positioning issues Positioning Positioning are below the substantially
issues issues necessary below the
standard necessary
standard
Ext MKT Mix 30% Cannot be Excellent Very Good Good Satisfactory Generic or Recommende Recommended Missing or
improved on Recommended Recommended Recommended Recommended underdeveloped d Extended Extended wrong. Doesn’t
Extended Extended Extended Extended Recommended Marketing Mix Marketing Mix meet the basic
Marketing Mix Marketing Mix Marketing Mix Marketing Mix Extended are below the are substantially assessment
Marketing Mix necessary below the criteria
standard necessary
standard
Implement - 10% Cannot be Excellent Very Good Good Satisfactory Generic or Discussion of Discussion of Missing or
improved on Discussion of Discussion of Discussion of Discussion of underdeveloped Implementatio Implementation wrong. Doesn’t
Implementation Implementation Implementation Implementation Implementation discussion of n Issue are Issue are meet the basic
issues Issues Issues Issue Issue implementation below the substantially assessment
issues necessary below the criteria
standard necessary
standard
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Presentation 10% Cannot be Excellent Very Good Good Satisfactory Inadequately Presentation Presentation Missing or
improved on presentation presentation presentation presentation structured, errors and and referencing wrong. Doesn’t
and referencing and referencing and referencing and referencing in referencing referencing are substantially meet the basic
practices and are below the below the assessment
presentation of necessary necessary criteria
tables and figures standard standard

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