This document is for De Montfort University use and should not be passed to third parties or posted on any website.

Faculty of Business and Law

Assignment Brief

Module Title Contemporary Marketing Practice Assignment Assignment 2

Number
Module Code BMMM5001 Assignment Individual face to face
Title Presentation
Module Leader Max Chikwanha Assignment 50%
Weighting

Assignment Release 13 September 2023

Date:
Submission 14th November (Actual
Date/Time: presentation slot to be allocated
at a later date)

Assessment Information – What you need to do

This assignment is an individual assignment.

This assignment requires you to carefully follow these steps:

Instructions and Company Options

Following on to the first assessment can you please provide implementation strategies for one of your chosen growth
opportunities that your company should focus on to provide them with a competitive advantage, maximise their
performance in the industry or stay relevant with their target audience. Create a convincing 10 Minute presentation
for your manager with insights that will help them in their decision making

Your focus should still be on the same company you focused on in CW1

Fashion Retail
Primark/ Penneys
H&M (Hennes & Mauritz)
Boohoo

Automotive Industry
BMW
Toyota
Volvo

In your first task you would have identified two most appropriate growth opportunities for your chosen
company. Your task is for you to now perform the following to ensure effective utilisation of resources’

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Section Task Description

Growth Opportunities 1. Proposed Growth Opportunities

Step 1: Assess each of the two proposed opportunities from CW1 in terms of
attractiveness.
You will need to provide at least three stats or insights from the following
indicators, supported with evidence based facts to justify why your company
should consider these in their growth plan
• market size & growth,
• profitability,
• competitive intensity,
• structural attractiveness,
• fit with company objective and resources

Step 2: Select the most appropriate out of the two that resources should be
focused on. Give us your reasons why.

2. Segmentation
Segmentation
Step 3: Considering the chosen Opportunity above, use
appropriate segmentation criteria that represent the customer
segment the organisation should focus on. It can be
Geo - Demographic (who they are and where they are
located), Behavioral (where when and how they behave) or
Psychographic (why they behave they do)
▪ You can choose from more than one category.
▪ Provide evidence-based justification to support your choice

▪
Recommendations 3. Media Channels Recommendations

Step 4: Recommend effective media channels to the customer profile outlined

above reach target customers based on their media consumption. Your
recommendations should be supported by strong evidence using up to date,
credible sources

Distribution Channels Recommendations

Step 5: Recommend effective distribution channels to reach target

customers based on their preferred channels usage. Your recommendations
should be supported by strong evidence using up to date, credible
sources

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Reference List 4. Please follow the Harvard referencing style for in-text citations and the
reference list.

A full list of references of all sources (whether academic or industry-based) must

appear at the end of your assignment, written in Harvard
(Cite Them Right). Further information can be found here:
https://library.dmu.ac.uk/refguide
Sources must also be indicated clearly in the main text, as they arise.
You must not copy material directly from any source word for word
without acknowledgement, and neither must you paraphrase material
from any source (academic or business) without acknowledgment. To do
so is ‘plagiarism’, which is a serious academic offence.

Very important: This presentation must be entirely your own work and
no-one else’s.

Criteria for Assessment - How you will be marked

Presentation (10%) • Should follow logical, presentation format including all steps
outlined above. Should not go over the 10 minutes +/- 10%
tolerance. Clear, tone speed and utilisation of the allocated time.
Well designed presentation slides
Depth and Breath • Research should be focused on appropriate industry with evidence
in research and of wider reading (a mix of appropriate academic and industry based
references (20%) literature), presented in appropriate Harvard style (references and
intext citation).

Evaluation of • Comprehensive academic and literature review literature review

prosed growth conducted to justify and support potential of each growth
opportunities opportunity
(30%) • Compeling evidence based argument to support viability of the
chosen growth opportunities
• Clear rational supporting the final choice of the modt appropriate
actionable option

Segmentation • Appropriate segmentation variable have been identified to

(15%) describe the customer segment the organisation should focus on
• Clear and logical justification has been provided
• Argument is supported with credible sources

Recommendations • Credible and justified media and distribution channels

(15%) rcommendations provided
• Argument is well supported with relevant, up to date credible
sources

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Analytical and • Discussion is relevant, current and appropriately applied to the

professional chosen company. Logical, supported and justified discussion
Approach (10%) presenting a balanced balanced view in implication
• Well developed slides and proffessional skills good delivery of the
required contents with good academic practice.

Further information on university mark descriptors can be found here.

This assignment is designed to assess the following learning outcomes:

LO1. Identify and demonstrate the core concepts and techniques of marketing at the corporate
and functional level.
LO2. Conceptualise and assess the strategic alternatives and tactical developments available
to organisations. Ass 2

Assessment Details
The presentation is: 10 minutes presentation with +/-10% of tolerance.

There will be a penalty of a deduction of 10% of the mark for work exceeding the word limit by
10% or more.
The word limit includes tables, figures, quotations and citations, but excludes the references list
and appendices.

How to Submit your Assessment

The assessment must be submitted by 11:59 (UK time) noon (GMT/BST) on 14 November 2023.
No paper copies are required. You can access the submission link through the module web.

• Your coursework will be given a zero mark if you do not submit a copy through Turnitin.
Please take care to ensure that you have fully submitted your work.
• Please ensure that you have submitted your work using the correct file format, unreadable
files will receive a mark of zero. The faculty accepts Microsoft Office and PDF documents,
unless otherwise advised by the module leader.
• All work submitted after the submission deadline without a valid and approved reason will be
subject to the University regulations on late submissions.
o If an assessment is submitted up to 14 days late the mark for the work will be capped at the
pass mark of 40 percent for undergraduate modules or 50 percent for postgraduate modules
o If an assessment is submitted beyond 14 calendar days late the work will receive a mark of
zero per cent
o The above applies to a student’s first attempt at the assessment. If work submitted as a
reassessment of a previously failed assessment task is submitted later than the deadline the
work will immediately be given a mark of zero per cent

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o If an assessment which is marked as pass/fail rather than given a percentage mark is

submitted later than the deadline, the work will immediately be marked as a fail
• The University wants you to do your best. However, we know that sometimes events happen
which mean that you can’t submit your coursework by the deadline – these events should be
beyond your control and not easy to predict. If this happens, you can apply for an extension
to your deadline for up to two weeks, or if you need longer, you can apply for a deferral,
which takes you to the next assessment period (for example, to the re-sit period following the
main Assessment Boards). You must apply before the deadline. You will find information
about applying for extensions and deferrals here.
• Students MUST keep a copy and/or an electronic file of their assignment.
• Checks will be made on your work using anti-plagiarism software and approved plagiarism
checking websites.

Return of Marked Work

You can expect to have feedback returned to you on 5 December 2023 (15 working days). If for
any reason there is a delay you will be kept informed. Marks and feedback will be provided
online. It is important that you access the feedback you receive as this will help to make
improvements to your later work, you can request a meeting with your Module Leader or
Personal Tutor to discuss your feedback in more detail.

Marks will have been internally moderated only, and will therefore be provisional; your mark will
be formally agreed later in the year once the external examiner has completed their review.
More information on assessment and feedback can be found here.

Academic Integrity

In submitting a piece of work for assessment it is essential that you understand the University's
requirements for maintaining academic integrity and ensure that the work does not contravene
University regulations. Some examples of behaviour that would not be considered acceptable
include plagiarism, re-use of previously assessed work, collusion with others and purchasing your
assignment from a third party. For more information on academic offences, bad academic
practice, and academic penalties, please read chapter four of our academic regulations.

Academic Support and Your Well-being

Referencing is the process of acknowledging other people’s work when you have used it in your
assignment or research. It allows the reader to locate your source material as quickly and easily
as possible so that they can read these sources themselves and verify the validity of your

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arguments. Referencing provides the link between what you write and the evidence on which it is
based.
You identify the sources that you have used by citing them in the text of your assignment
(called citations or in-text citations) and referencing them at the end of your assignment (called
the reference list or end-text citations). The reference list only includes the sources cited in your
text. The main referencing guide can be found here and includes information on the basics of
referencing and achieving good academic practice. It also has tabs for the specific referencing
styles depending on whether you require Harvard style used in business or OSCOLA style used by
the Law school.
The University has a wealth of support services available to students; further information can be
obtained from Student Gateway, the Student Advice Centre, Library and Learning Services and,
most importantly, your Personal Tutor. If you are struggling with your assessments and/or
deadlines please do seek help as soon as possible so that appropriate support and guidance can
be identified and put in place for you. More information can be found on the Healthy DMU
pages.

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