Summative Assessment Brief

Academic year and term: 2022/23: Spring Semester

Module title: PRINCIPLES OF MARKETING

Module code: BUS020C416S

Module Convener: Amanda Bradbury

Learning outcomes Knowledge

assessed within this
piece of work as agreed  You will be able to understand fundamental marketing
at the programme level terms, theories and principles, and their practical
meeting applications in a globalised world.

Intellectual/transferable skills

 You will be able to apply basic marketing and digital

communication techniques to organisational contexts
 You will develop effective collaboration skills through
team-based activities
 You will develop enhanced communication skills through
participation in presentation activities
 You will develop critical thinking skills which are essential
for making marketing decisions
 You will gain familiarity with marketing methodologies
and technologies

Business Readiness You will be applying basic business knowledge and

outcomes assessed demonstrating an ability to apply analytical and creative skills
within this piece of work to develop effective marketing strategy based on data and
marketing theories.

You will develop your “reflective practitioner” skills by

producing a reflective account of they group work Formative
 activity

Headline information for students:

Type of assessment: Report: 2,500 word limit (+/- 10%)

(one summative This assignment is 100% of the marks on this module.

assessment per module)

Assessment Deadline 2pm on tbc 2023

Instructions for assessment

The coursework assignment requires students to submit a 2,500 word assignment by the
above deadline. Your work needs to show that you have accessed good quality data on your
market and product (e.g. Mintel) and that you have used the ideas and theories about
marketing from the module (e.g. from the lecture materials and from the core text)

The assignment requires students to INVENT a new product or service or ADAPT an existing
product or service and to describe and analyse marketing activities associated with the launch
of their new or improved product or service. NB Students must not analyse an existing
product or service.

NB The product or service must be from one of the following categories covered

by Mintel:

• Beauty and personal care

• Food

• Drinks

• Automotive

• Technology and media

• Pet

The report needs to contain the following elements:

1. Outline market analysis of your chosen category (around 900-1000
words)

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

 The key competitors and how are they positioned
 Summarise current customer attitudes/behaviours in this market
 Identify the main issues / opportunities you think are relevant

NB You must use MINTEL and STATISTA data using your library login to
access it

2. Product/service description (around 200-300 words)

 A brief description of your new or improved product or service which is

the focus of the report – include the 3 levels of a product model and
describe the key consumer benefits
 Explain briefly how your new/improved product fits the market

NB Your new/improved product should be a response to your market

analysis ie it is meeting a consumer need you have outlined in your
analysis

3. Segmentation, targeting and positioning (STP) strategy (around 500-600

words)

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

o Include size, geo-demographic, psychographic etc.
 Summarise the profile and persona of your target market
 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? You can use a value proposition to do this
 Include a competitor positioning perceptual map and include your new
product.

NB Your STP strategy should again be based on market data from Mintel
and/or Statista ie who is the key target for your new product, what are
their defining characteristics, who are the key competitors, etc

4. Your recommended marketing mix Strategy (given your analysis above)

 (around 500-600 words)

 Product (focus on branding and packaging)

 Pricing Strategy
 Promotional Strategy including Digital Media
 Channel or Distribution Strategy

NB Remember you must include marketing theory from the module to

underpin your strategy, eg Penetration versus Premium pricing strategy
and why - don’t just outline what you would do!

5. Reflective account: you must include a 200-300 word reflective account of

your experience of working in the Formative Mintel analysis group and
presenting your findings together. What worked well, what didn’t work well?
What were the challenges of this group work? What did you learn about yourself
during the task? Etc

NB: Your work needs to show that you have accessed good quality information on
your market and product (e.g. Mintel and Statista) and that you have used the ideas
about marketing from the module (e.g. from the lecture materials and from the core
text: “Principles of Marketing for a Digital Age”)

Mode of submission All written assignments will be submitted and marked online via
Turnitin.

Your assignment will be assessed against the following criteria (further details in the rubric at
the end of this assessment brief):
● Analysis of the market for this product (30%)
● Description on the new product (10%)
● Strategy for the segmentation, targeting and positioning of the product (20%)
● Marketing Mix for this product (20%)
● Reflective account of Formative group analysis and presentation (10%)
● Presentation and referencing (10%)

How will your work be assessed?

Your work will be assessed by a subject expert who will use the marking grid provided in this
assessment brief. 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

You MUST use the Harvard System. The Harvard system is very easy to use once you
become familiar with it.

Assignment submissions

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 via StudentZone
http://studentzone.roehampton.ac.uk/howtostudy/index.html. 

Mitigating circumstances/what to do if you cannot submit a piece of work or attend

your assignment

The University Mitigating Circumstances Policy can be found on the University website -
https://portal.roehampton.ac.uk/information/examinations/Pages/Mitigating-circumstances.aspx

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
Principles of Marketing & Communications in a Digital World

Marking criteria

0 20-29 30-39 40-49 50-59 60-69 70-79 80-89 100

Missing Fail Marginal fail Adequate Competent Good Very Good Excellent Exemplary
pass

No market The assignment The assignment The assignment The assignment The assignment The assignment The assignment The analysis of
Task 1: Analysis analysis present. contains very contains only a contains an contains a contains a good contains a very contains an the market for
of the market for little analysis of small amount of adequate analysis competent analysis of the good analysis of excellent analysis this product
the market for analysis of the of the market for analysis of the market for this the market for of the market for cannot be
this product this product market for this this product, market for this product. A good this product. A this product. improved on.
product though there are product. Some amount of Mintel very good Excellent use of
(30%) some definite Mintel and and potentially amount of Mintel Mintel and
weaknesses. A potentially Statista used. and potentially potentially
small amount of Statista used. Statista used. Statista.
Mintel and
potentially
Statista used.

Mark awarded*

No useful or Little useful or Only a small Some useful A reasonable A good amount of A large amount of A large amount of The description of
Task 2: relevant relevant amount of useful background amount of useful useful useful highly relevant the new product
Description on information has information has and relevant information has information has information has information has information has cannot be
been provided on been provided on information has been provided on been provided on been provided on been provided on been provided on improved upon.
the new product the new product. the new product. been provided on the new product. the new product. the new product. the new product. the new product.
the new product.
(10%) This discussion This discussion This discussion
has been has been has been
integrated well integrated integrated
 into the effectively into extremely
assignment. the assignment. effectively into
the assignment.

Mark awarded*

No analysis. The analytical The analytical The analytical The analytical The analytical The analytical The analytical The analytical
Task 3: Strategy Section missing. approach that has approach that has approach that has approach that has approach that has approach that has approach that has approach that has
for the been applied is been applied is been applied is been applied is been applied is been applied is been applied is been applied is
very poor. weak. generally competent, good, with very good, with excellent, with outstanding and
segmentation, adequate but though not all of reference to reference to the full reference to cannot be
there are some the models most/all the models in the all the models in improved on.
targeting and definite outlined in the models in the brief. the brief.
positioning of weaknesses. brief are present. brief.
Most of the
the product models outlined
in the brief are
(20%)
missing.

Mark awarded*

Marketing Mix is The analytical The analytical The analytical The analytical The analytical The analytical The analytical The analytical
Task 4: missing. approach that has approach that has approach that has approach that has approach that has approach that has approach that has approach that has
Marketing Mix been applied is been applied is been applied is been applied is been applied is been applied is been applied is been applied is
very poor. weak. generally competent. good. very good excellent outstanding and
for this product adequate but cannot be
there are some improved upon.
(20%) definite
weaknesses.

Mark awarded*

Reflective Very poor Poor reflection Adequate Competent Good reflective Very good Excellent Outstanding
Task 5: account is reflection, with overall, with few reflection but reflection but not account of the reflective account reflective account reflection which
missing. no lessons learnt. lessons learnt. with some enough lessons group work of the group work of the group work cannot be
Reflective definite learnt. experience, experience, experience, improved upon.
weaknesses and including lessons including lessons including lessons
account of
room for learnt about learnt about learnt about
 improvement. group work group work group work
Formative group processes and the processes and the processes and the
work and student’s own student’s own student’s own
strengths and strengths and strengths and
presentation weaknesses. weaknesses. weaknesses.

(10%)

Mark awarded*

Very poor Poor presentation Poor presentation Adequate Competent Good Very good Excellent Outstanding
Presentation, presentation and and formatting and formatting in presentation and presentation and presentation and presentation and presentation and presentation and
referencing formatting throughout. No some areas of the formatting formatting formatting formatting formatting formatting
throughout. No use of visuals or assignment. No throughout. throughout. throughout. Good throughout. Very throughout. throughout.
(10%) use of visuals or charts. use of visuals or Limited use of Some use of use of visuals and good use of Excellent use of Outstanding use
charts. charts. visuals and visuals and charts. visuals and visuals and of visuals and
Referencing is charts. charts. charts. charts. charts.
Referencing is limited. Referencing Good referencing
extremely limited contains many Referencing Referencing is throughout. Very good Excellent Outstanding
contains some generally fine but referencing referencing referencing
or missing omissions and
throughout. throughout. throughout.
inconsistencies. omissions and certain aspects
inconsistencies. could be Cannot be
improved. improved upon.

Mark awarded*