Integrated Marketing Practice

Faculty of Business, Law and Tourism
Module Title: Integrated Marketing Practice
Module Code: MGT203
Module Leader: Anne Edwards
Academic Year 2022/23
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https://www.coursehero.com/file/185193823/Integrated-marketing-report-guidance-2docx/
Key Information
Length: 3,000 words
Format: Report
Weighting: 100% of the marks for the module
Submission date: 23.55 on Monday 17th January 2023
Submission Location: Uploaded onto Turnitin via Canvas
Assessment Criteria
Upon successful completion of this assessment, students will be able to:
 Analyse and appraise transformations that are occurring in marketing thinking,
strategy and practice.
 Analyse and appraise the mechanisms and practices of value creation,
communication and delivery in contemporary marketing practice.
 Demonstrate the importance of an integrative and holistic approach in marketing.
 Evaluate dilemmas facing contemporary marketing practice.
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Task
Your task is to identify an online meal delivery service provider and prepare an individual
report of 3,000 words examining their Integrated Marketing Practice.
“The Online Food Ordering and Delivery Platforms industry has grown over the five years
through 2022-23, with the industry's revenue projected to increase at a annual rate of 38%.
Time-poor consumers are increasingly turning to food ordering and delivery platforms for
convenient, quick and high-quality food. New delivery platforms such as Deliveroo and Uber
Eats offer delivery logistics that appeal to customer groups.”
IBISWorld, 2022
1. Using appropriate sources undertake an audit of your chosen brand’s integrated

marketing strategy, this should contain the following:
 Investigate the industry that the brand operates in and identify the key issues
affecting their marketing strategy. Weighting 30%
 Identify the key customer considerations and identify how the brand creates value
for their segment(s). Weighting 25%
 Determine and evaluate the marketing strategies utilised by the brand using
appropriate tools, techniques and metrics. Weighting 25%
2. Make recommendations for the brand’s marketing strategy to enhance their future
competitive position through an integrative and holistic approach. Weighting 20%
PLEASE NOTE
 The organisation or brand of your choice must operate as an online only food
delivery service provider of prepared meals or meal kits. Examples of such
organisations would be Uber Eats, Deliveroo, Jane Plan, Parsley Box,
Wilshire Farm Foods, Hello Fresh etc.
 The organisation MUST have a presence in the UK.
 Supermarkets and restaurants who also operate their own delivery service
are not acceptable organisations for this piece of work.
 It is recommended you agree your choice of organisation with your Module
Tutor before any work is undertaken. If you choose an inappropriate
organisation (one which does not meet the requirements of this brief) your
work will automatically fail.
SUPPORT: Further assessment guidance will be provided in the module’s lectures and
workshops.
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Word Count: Please note there is a 10% +/- margin on your work, as such the maximum
word count is 3,300 and the minimum 2,700. If you have any questions regarding this
please contact your workshop tutor.
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Generic Assessment Criteria – Undergraduate Bachelor’s degree
These should be interpreted according to the level at which you are working
Categories
Grade Relevance Knowledge Analysis Argument and Critical Presentation Reference to
Structure Evaluation Literature
Pass
86 – The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills
100% appropriate to the Level of the 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- The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the
85% 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. There is also clearly articulated evidence demonstrating that all the learning outcomes and responsibilities
70 –
appropriate to that level are satisfied At this level it is expected that the standard of the work will be high in the majority of the categories
75%
cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
Directly A substantial Good Generally coherent May contain Well written, Critical appraisal of
relevant to the knowledge of analysis, clear and logically some distinctive with standard up-to-date and/or
60 –
requirements relevant and orderly structured, using an or independent spelling and appropriate literature.
69%
of the material, appropriate mode of thinking; may grammar, in a Recognition of
assessment showing a clear argument and/or begin to readable style different
grasp of theoretical mode(s) formulate an with acceptable perspectives. Very
themes, independent format good use of source
questions and position in material. Uses a
issues therein relation to theory range of sources
and/or practice.
Some attempt Adequate Some Some attempt to Sound work Competently Uses a variety of
to address the knowledge of a analytical construct a coherent which expresses written, with literature which
50 –
requirements fair range of treatment, but argument, but may a coherent only minor includes some recent
59%
of the relevant may be prone suffer loss of focus position only in lapses from texts and/or
assessment: material, with to description, and consistency, with broad terms and standard appropriate literature,
may drift away intermittent or to issues at stake stated in uncritical grammar, with though not
5
from this in evidence of an narrative, only vaguely, or conformity to one acceptable necessarily including
less focused appreciation of which lacks theoretical mode(s) or more standard format a substantive amount
passages its significance clear couched in simplistic views of the topic beyond library texts.
analytical terms Competent use of
purpose source material.
40 – Some Basic Largely A basic argument is Some evidence A simple basic Some up-to-date
49% correlation with understanding descriptive or evident, but mainly of a view starting style but with and/or appropriate
the of the subject narrative, with supported by to be formed but significant literature used. Goes
requirements but addressing little evidence assertion and there mainly derivative. deficiencies in beyond the material
of the a limited range of analysis may be a lack of expression or tutor has provided.
assessment of material clarity and coherence format that may Limited use of
but there are pose obstacles sources to support a
instances of for the reader point.
irrelevance
Fail
35 – Relevance to A limited Heavy Little evidence of Almost wholly Numerous Barely adequate use
39% the understanding dependence coherent argument: derivative: the deficiencies in of literature. Over
requirements of a narrow on lacks development writer’s expression and reliance on
of the range of description, and may be repetitive contribution rarely presentation;
material provided by
assessment material and/or on or thin goes beyond the writer may
the tutor.
may be very paraphrase, is simplifying achieve clarity
intermittent, common paraphrase (if at all) only by
and may be using a
reduced to its simplistic or
vaguest and repetitious style
least
challenging
terms
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for
compensation consideration.
30 – The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.
34% The evidence provided 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- The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of
29% the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The
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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 are
satisfied. The work will be weak in the majority or all of the indicators.
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Faculty of Business, Law and Tourism

Module Title: Integrated Marketing Practice

Module Code: MGT203

Module Leader: Anne Edwards

Academic Year 2022/23

Length: 3,000 words

Weighting: 100% of the marks for the module

Submission date: 23.55 on Monday 17th January 2023

Submission Location: Uploaded onto Turnitin via Canvas

1. Using appropriate sources undertake an audit of your chosen brand’s integrated

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