Student Details ( Student should fill the content)

Name
Batch Number
Student ID Cardiff Met ID : ICBT ID :

Scheduled unit details

Unit code MBA 7003
Unit title Marketing Assignment WRIT 1
Assignment Details

Nature of the Assessment Assignment

Topic of the Case Study GIVEN
Learning Outcomes covered YES
Word count 2000 words
Due date / Time 7 March 2021
Declaration
I certify that the attached material is my original work. No other person’s work or ideas have
been used without acknowledgement. Except where I have clearly stated that I have used some
of this material elsewhere, I have not presented it for examination / assessment in any other
course or unit at this or any other institution
Signature Date
Result (Assessor use only)
Marks by 1st Name & Signature of the 1st Agreed
Assessor Assessor Mark
Marks by IV: Name & Signature of the IV
For Office use only (hard copy assignments)
Receipt Received by
date

Assignment Type & Title:

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For student use: Critical feedback on the individual progression towards achieving the
assignment outcomes

For 1st Assessor use: Assessment feedback

Strengths

Area for improvements

Name & Signature of the Dat

Assessor :
e:
Comments by the IV

Date
Name & Signature of the IV:
:

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 Marketing MBA 7003
Assignment writ 1 (Individual work)
Word limit: 2000 words
Weighting of assessment: 50% total marks

Learning Outcomes Covered

 Understand the role and function of marketing in a variety of market and
organizational contexts.
 Critically evaluate and utilize marketing research data and methods to a given
market situation.
 Understand and apply the principles of organizational and environmental audits to
inform marketing strategies, decisions and objectives.
 Develop and justify a marketing plan and mix for a given target market.

The Assessment – Strategic Marketing Plan

1. Select a company or brand of your choice and evaluate the current marketing strategy, i.e.
where are they now and how is it performing in terms of Key Performance Indicators
(KPIs) and in relation to market facts and figures and the competitive context.

2. Develop a strategic marketing plan for this company for the next two years that will set
its brands apart from competition and grow top-line, bottom-line, and market share while
delivering superior consumer value compared to competition.

3. Students are expected to submit a fully-fledged marketing plan including objectives,

strategies, Segmenting, targeting, and positioning, implementation details with time
frames, budgets required, and expected results (Key performance indicators based on
marketing objectives).

4. Students are required to submit volume and value forecasts, profitability and market
share forecasts, together with projected financial statements along with assumptions to
justify their plan.

5. You are strongly advised to familiarize your-self with the market situation in relation to
your brand, consumer behavior / needs and the competitive situation before attempting
this assignment.

Marking criteria

1. Demonstration of relevant knowledge/understanding of the current position of the brand

(10%). This section includes a good understanding of the market (Category that the
brand competes, market size (volume and value), growth, consumer behavior and
competitor analysis, and pricing, profitability, and value propositions and market shares
of competitors, and your brand. Also its present positioning compared to competition).

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 2. Construction of the PLEST & SWOT analysis and identification of workable
opportunities (15%). Remember, opportunities need to be quantified.
3. Quantification of opportunities via setting marking objectives (15%).
4. Strategy development and justification. This part includes segmenting, targeting and
positioning (STP) (40%). Clearly demonstrate how you propose your chosen brand take
advantage of unmet consumer needs or satisfy consumer needs better than existing
competitors. You will need use secondary marketing research data to justify your
recommendations.
5. Development of an execution plan and marketing budget (10%).
6. Identification of KPIs and suggested plan for performance management. (10%).

Very important

You must use Harvard Referencing system throughout your work. Correct in-text
referencing is required and a full and correct reference list needs to be provided. Please
note for academic acceptance, it is important to refer to adequate sources in building
critical arguments with regard to this assignment. Generally, the lecturer expects
minimum of 10 latest sources from accepted recommended journals, required reading and
recommended readings. For a list of required and recommended reading, please refer the
“Module Specification” section of the student handbook.

Marking Scheme

Assessment Criteria Marks Excellent Very Good Satisfactory Poor

allocated Good
1. Demonstration of relevant 10 10 9 8-7 6-5 4-0
knowledge/understanding of
the current position of the
brand
This section includes a good
understanding of the market
(Category that the brand
competes, market size (volume
and value), growth, consumer
behavior and competitor
analysis, and pricing,
profitability, and value

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propositions and market shares
of competitors, and your
brand. Also, its present
positioning compared to
competition).
2. Construction of the
PLEST & SWOT analysis
and identification of
workable opportunities 15 15-14 13-12 11-10 9-8 7-0

Remember, opportunities need

to be quantified
3. Quantification of
opportunities via setting 15 15-14 13-12 11-10 9-8 7-0
marking objectives
4. Strategy development and
justification. This part
includes segmenting,
targeting and positioning
(STP)

Clearly demonstrate how you

propose your chosen brand 40 40-35 34-30 29-25 24-20 19-0
take advantage of unmet
consumer needs or satisfy
consumer needs better than
existing competitors. You will
need use secondary marketing
research data to justify your
recommendations.
5. Development of an
execution plan and 10 10 9 8-7 6-5 4-0
marketing budget
6. Identification of KPIs and
suggested plan for 10 10 9 8-7 6-5 4-0
performance management.

REPORT STRUCTURE
 Paper Size : A4
 Word Count : 2000 words
 Printing Margins : LHS; RHS: 1 Inch
 Binding Margin : ½ Inch
 Header and Footer : 1 Inch
 Printing : Single Sided
 Basic Font Size : 12

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  Font Style : Arial/Times New Roman
 Presentation : Bound Document

Important Information for Students

 The final version of your individual assignment softcopy needs to be uploaded

to the Turnitin via Cardiff Met Moodle before the deadline.

For TURNITIN submission please log on to www.cardiffmet.ac.uk and

submit through the Moodle.

 The final version of your individual assignment soft copy (word format only)
must be uploaded to ICBT SIS on or before the deadline.

Please log on to www.icbtsis.lk to upload your assignment.

The softcopy should be named as MBA-(subject number) (followed by the
Cardiff met student ID.
E.g. for Delivering Successful Projects Assignment
MBA-7024 -2000000
 Students are expected to keep a backup of all the assignments. ICBT and Cardiff
Metropolitan University have all the right to re call for soft copy of any
assignment at any time during the course.

 Please note that plagiarism is treated as a serious offence and therefore the work
you produce must be individual and original although may work in groups in
some instances (Please refer to Student Handbook on Plagiarism & Cheating).

 All sources of information must be referenced using “Harvard referencing”

where a reference listing should be included at the end of the assignment.

 Please note that the submission date given for this assignment is the final date
that you can upload the assignment. No late submissions are allowed by the
system.

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 Please refer to Student Handbook on Assignments – Re-submission, mitigating
circumstances procedure.

 Please include the assignment coversheet and feedback sheet in your softcopy of
the assignment. Please avoid copying assignment question in your answer file.

 The submission instructions of Turnitin and ICBT SIS will be circulated a few
weeks before the submission deadline.

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