PROVISIONAL SUBJECT TO EXTERNAL EXAMINER APPROVAL

Table of Contents
COURSEWORK 1..................................................................................................................................2
Learning Outcomes (LO) to Be Assessed:.........................................................................................2
Instructions to Students...................................................................................................................3
Organisation Summary Template (max one page)...........................................................................5
Coursework 1 Rubric.....................................................................................................................6-7

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ASSIGNMENT DETAILS

COURSEWORK 1

Learning Outcomes (LO) to Be Assessed:

LO1. Students should be able to identify the major environmental and competitive
factors affecting a market and analyse their relative importance. They should be
able to demonstrate their understanding of the interaction between these factors
by use of specific illustrations.
LO2. Students should be able to summarise the factors affecting a consumer's choice
of a particular store and to analyse the factors affecting a store’s local competitive
strengths and weaknesses.

Module Title: Retail Marketing

Module Code: MARK3005

Assignment Title: Coursework 1

Weighting: 50%

Module Leader: Nas Harrison

Length: 1,500 words (+/- 10%)

Assignment Timetable:

Date Set: 2 September 2019

Submission Date and Time: Friday 6th Dec 2019 at 12 (via Turnitin)

Expected Return: 15th January 2020

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Instructions to Students

This is an individual report of 1250 words plus references, tables, graphs and
appendices (if applicable), which is to be submitted via Turnitin.

In this report, it is assumed that you have been appointed as a Marketing executive
for a retail organisation that you will identify. This organisation needs to be offering
products and/or services to individuals (i.e. B2C). The organisation can be an
overseas company, yet it should have a website in English (so that the teaching
team can engage with your report).

In your role as a Marketing executive, you have been asked by the Marketing
Director to produce an original infographic and written commentary (in report format)
addressing the following points:

 Explain the retailer’s strategy-- the retailer’s target market and positioning, its
retail mix (merchandise variety and assortment, pricing, locations, etc.) and
Identify direct competitors.
 Outline the retailer’s strengths (its basis for competitive advantage) and its
weaknesses relative to a competitor.
 What are logical growth opportunities for the firm?
 What are the treats in the environment that may adversely affect is a
performance?

You are required to structure your report around the following headings:

1) Title Page (the title of the report, student number, module name & code, tutor
name, submission date, word count) (Title page is not weighted.)
2) Infographic (max two pages )
The original infographic can be produced using any software package. Use
numbered footnotes to credit all data sources used in the infographic.

3) Commentary (750 words; max. 50 points)

The word count is limited, so you mustn’t waste time describing what the image
already illustrates, instead make sure you focus on 1) explaining what the
infographic is about and justifying your findings 2) interpreting key points
illustrated in the infographic 3) discussing the implications for the retailer.
Throughout the commentary you should reference your sources (e.g. expert industry
opinion or academic ideas/principles) using the Harvard referencing system for in-text
citations.

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4) Effectively analyse the retail’s strategy (750 words; max. 50 points)

By applying a minimum of two theoretical frameworks/concepts learnt in this module
(such as the retail mix, consumer’s shopping motivations, retail formats, etc.), discuss
how the organisation can improve their overall retail strategy. Your analysis should
be supported with relevant academic literature.

5) Reference List (not weighted)

A full list of references of all sources (whether academic or industry-based) must
appear at the end of your assignment, written in DMU Harvard Referencing Style.
Further information can be found here: https://library.dmu.ac.uk/harvardguide

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 acknowledgement. To do so is ‘plagiarism’, which is a serious academic
offence.

Very important: this report must be entirely your individual work and no-one else’s.

6) Appendices (if applicable) (not weighted)

Other Guidance Notes

We are looking for evidence that you have understood and integrated the module
content and are able to apply that knowledge to the construction of coherent
arguments in the analysis of the retail organisation you have chosen to focus upon.

 Please use 1.15 line spacing and 11-point Calibri.

 Commentary needs to be structured well, professional-looking, clearly

expressed points in English, adopt careful punctuation and appropriate use of
paragraphs (including the choice of terminology, spelling and grammar).

 The appendices you include in the commentary should be relevant. Materials

that appear in the appendices must be referred to and commented upon in the
main text, otherwise they will not be counted towards your grade. Appendices
should not be treated as an extension of the main report.

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The Retailer’s Summary Template (max one page)

Organisation name

The organisation’s web address

Type of organisation
(for example, profit or not-for-profit, local,
national, global, and type of legal entity)

Size of organisation in terms of turnover

and/or number of employees/store
numbers

Range of products/services provided

Target Audience

The names of main competitors

Social media networking in terms of the

level of social media presence

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Coursework 1 Rubric

MARK3005: Retail Marketing FEEDBACK SHEET

Coursework 1 (Weighting: 50%)

Student Name:

Student P Number:

Mark Awarded

Report format Word count Appropriate use of appendices

Criteria Very Poor Somewhat Fair Good Very Excellent

fair
poor Good

Focus & Coherence: achieving the objective: 30%

The extent to which the student has defined and
explained the issues within the retailer
organisation and identified relevant, suitable
growth opportunities (which is supported by
relevant reference source).

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The Analysis 20% The depth of analysis as

evidenced by knowledge and understanding of the
key issues in the retail environment and how
these might impact the company’s position in the
market or overall industry

Use of Relevant Theories: 30% Demonstrate

the ability to apply relevant theoretical
concepts. Ability to identify, select and critically
engage with academic sources.

Infographic Presentation: 10% How

effectively the student has conveyed the ideas
to the reader.

Referencing 10%
Evidence of background reading and appropriate
use of references within text and reference list.

Note: Total word count should not exceed 1,250 words (+/-10%) excluding title page, table of
contents, reference list, and appendices.

Overall Feedback Comment

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