Faculty of Business and Law
Assignment Brief Mode E and R Regulations
Module Title: Marketing Essentials Assignment Number 1
Module Code: 4000MKT Assignment Title CW1-Group work and individual reflection
Module Leader: Dr. Yiwen Hong Assignment Credits 10
Release Date: 25/01/2022
Submission Date/Time: 15/03/22 18:00
Submission
Time and Place: Submission through Turnitin and Handin
Assessment Information
This assignment is a Group assignment. The group should comprise of 4 students. Each student will have to submit an individual reflective statement(see the word count requirement below).
This assignment requires you to
Group activity:
You are working as a marketing consultant, you are assigned a task to undertake some research into the marketing activities of a selected company. Your task, as a group, is to select a company of your choice from H&M, Coca cola, Toyota, John Lewis, Kellogg’s and research about the selected organisation to produce a report which addresses the following tasks:
• An introduction to the organisation.
• An overview of the role Marketing plays within the organisation.
• An overview of organisation’s business activities, elaborate the business orientation the organisation has adopted.
• Discuss how environmental factors (at least 2 micro and 2 macro environmental factors) have impacted the marketing decision-making process of the organisation.
• Analyse the segmentation, targeting and positioning (STP) strategy of the organisation.
• Briefly outline its target customers considering the STP strategies analysis in above section.
• Briefly outline the Marketing Mix(4Ps) employed by the organisation and discuss the product and pricing strategies with relevant theories, the organisation has adopted with examples.
Your work must be presented in a report format.
You must include a range of research in all answers; this may include relevant concepts and theories from textbooks, journal articles, websites, and market research databases such as Mintel, company or industry sources, examples of companies marketing actititives.
Forming Groups
To submit the group report, you must form/join a group. Unless otherwise directed by the tutor, it is your responsibility to form/join a group. Groups must be formed and registered by 04/03/22 on AULA by yourself.
If you are not part of a group by 04/03/22 and failed to submit the report as part of a group, you will be deemed to have not engaged in the coursework and you may fail this assessment because of that.
Individual activity:
Along with your group report, each group member is required to submit an individual reflective statement in a separate submission link. This reflective statement is an individual assignment which requires you to work individually. This individual reflective statement would include the following:
• Contribution: Stating how you have individually contributed to the different stages of the group report.
• Self-evaluation: What are good and bad about this group working experience. What problems you have met, how did you overcome them.
• Key takeaways and action plan: What are your key takeaways from this teamwork experience (what are essential skills for working within a team), if you work in a group in the future, what would you do to improve the outcomes of the teamwork.
• Meeting minutes: Make a table to keep track of all the activities you contribute to each meeting for the purpose of preparing the group report.
Assessment Criteria and Grading 4000MKT 2021-22, CW 1 Group report (80% of CW1 marks)
Grade Boundary
Assessment Element
0-19%
20-39%
40-49%
50-59%
60-69%
70-79%
80% +
Knowledge and understanding of marketing (K and U)
Task has been understood and knowledge of marketing demonstrated
(45%) Very poor/no knowledge and understanding of the role of marketing, business orientation, impact of environmental factors; STP and marketing mix. Weak knowledge and understanding of the role of marketing, business orientation, impact of environmental factors; STP and marketing mix. Adequate knowledge and understanding of the role of marketing, business orientation, impact of environmental factors; STP and marketing mix. Good knowledge and understanding of the role of marketing, business orientation, impact of environmental factors; STP and marketing mix. Very good knowledge and understanding of the role of marketing, business orientation, impact of environmental factors; STP and marketing mix. Excellent knowledge and understanding of the role of marketing, business orientation, impact of environmental factors; STP and marketing mix. Outstanding knowledge and understanding of the role of marketing, business orientation, impact of environmental factors; STP and marketing mix.
Application
Knowledge applied to
chosen organisation;
appropriate
examples and relevant
sources of data
(45%) Extremely weak application of the relevant concepts to chosen organisation. Inappropriate /irrelevant /no examples/ data sources.
Weak application of relevant concepts to chosen organisation. Weak /inappropriate /irrelevant examples. Limited /no data sources.
Adequate application of relevant concepts to a company. Adequate range of relevant examples and data sources, some irrelevant material.
Good application of relevant concepts to chosen organisation. Appropriate choice of and reasonable range of examples, supported with figures, images and others data sources.
Very good application of relevant concepts to chosen organisation. Highly relevant choices and good range of examples, supported with figures, images and others data sources.
Excellent application of relevant concepts to chosen organisation. Highly appropriate choice and a wide range of examples supported with figures, images and others data sources.
Outstanding application of the concepts to chosen organisation. Exceptional range and choice of relevant examples, supported with figures, images and others data sources.
Structure of Work
Report format
(5%) Report is not organised with very poor/no front page, contents page and sub-sections.
Report is poorly organised with front page and/or contents page and sub-sections.
Report is partly organised with front page and/or contents page and sub-sections.
Report is mostly organised with front page, contents page and sub-sections.
Report is well organised with front page, contents page and sub-sections.
Report is very well organised with front page, contents page and sub-sections.
Report is professionally organised with front page, contents page and sub-sections.
Presentation
Content of work and referencing
(5%) Very poor spelling, punctuation, grammar, referencing style; writing style is not academic or professional.
Poor spelling, punctuation, grammar, APA Referencing style; writing style is not academic/professional.
Adequate spelling, punctuation, grammar and APA Referencing style; writing style could be more academic.
Good spelling, punctuation, grammar, mostly accurate APA Referencing and academic writing style.
Very good spelling, punctuation, grammar, accurate APA Referencing style; writing style is academic/professional.
Excellent spelling, punctuation, grammar, accurate APA Referencing style; writing style is academic/professional.
Outstanding spelling, punctuation, grammar, accurate APA Referencing style, writing style is professional .
Assessment Criteria and Grading: 4000MKT 2021-22, CW 1 Individual reflection (20% of CW1 marks)
Grade Boundary
Assessment Element 0-19% 20-39% 40-49% 50-59% 60-69%
70-79% 80-100%
Individual reflection
Extremely weak evidence of reflection on research process Very little understanding of group dynamics and teamwork skills. Extremely weak evidence of understanding the assignment tasks.
Very poor presentation of the structure and content. No references. Poor
evidence of reflection on research process. Very poor understanding of group dynamics and teamwork skills. The teamwork process and individual contribution are included without any reflection. Future development needs identified, based on what has been learnt, lacking future objectives, or strategies, or tactics in relation to self or group. Poor presentation, not clear structure with significant errors. No references. Adequate evidence of reflection on group working process, but very descriptive. Group dynamics and teamwork skills are understood to some extent. The teamwork process and individual contribution are identified but not well reflected in a critical manner. Future development is identified, but limited by what has been learnt, some attempts are made for future objectives, or strategies, or tactics in relation to self or group. Adequate presentation, lacking proofreading. No references to theories. Good evidence of reflection on group working process. Group dynamics and teamwork skills are understood. The teamwork process and individual contribution are reviewed from some critical perspectives.
Future development needs to be identified, link to what has been learnt, some future objectives, or strategies, or tactics in relation to self or group are included but not very well linked to the reflection on group work. Good presentation of the structure and content with some errors, within wordcount. No reference to theories. Very good evidence of reflection on group working process. Group dynamics and teamwork skills are understood. The teamwork process and individual contribution are reflected generally in a critical and constructive manner.
Future development is identified, based on what has been learnt, some future objectives, or strategies, or tactics in relation to self or group are reflected in depth. Very good presentation of the structure and content with a few errors. References included. Excellent evidence of reflection on the group working process. Clear understanding of group dynamics and teamwork skills. The teamwork process and individual contribution are very critically reflected in a constructive manner.
Future development is identified, based on what has been learnt, future objectives, strategies, or tactics in relation to self and group are reflected in-depth. Excellent presentation of the structure and content within wordcount with no noticeable errors. Excellent references. Outstanding evidence on the group working and process. Good range of theories are very well applied to support the reflection. In-depth understanding of group dynamics and teamwork skills. The teamwork process and individual contribution are critically reflected in a constructive and sophisticated manner.
Future development is identified, based on what has been learnt, future objectives, strategies, or tactics in relation to self and group are reflected in depth and critically. Outstanding presentation of the structure and content within wordcount without errors. Outstanding references without errors.
This assignment is designed to assess learning outcomes:
1. Understand the role of Marketing within the context of an organisation and the different business orientations that a business can adopt.
4. Demonstrate the impact of the environment on marketing decisions.
5. Demonstrate knowledge of the concepts and methods of market segmentation, targeting and positioning.
6. Demonstrate understanding and application of the marketing mix.
Word Count
The word count is 4000 words group report and 500 words individual reflection.
There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.
The word limit includes quotations and citations, but excludes the references list.
How to submit your assessment
The assessment must be submitted by 18:00 on 15/03/22. 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 (see below) will be given a mark of zero.
• 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 5 working days, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline.
You will find information about the process and what is or is not considered to be an event beyond your control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx
• 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.
GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT
Plagiarism
As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw. You can also check your understanding of academic conduct by completing the Good Academic Practice quiz.
Self-plagiarism or reuse of work previously submitted
You must not submit work for assessment that you have already submitted (partially or in full), either for your current course or for another qualification of this and any other university, unless this is specifically provided for in your assignment brief or specific course or module information. Where earlier work by you is citable, ie. it has already been published/submitted, you must reference it clearly. Identical pieces of work submitted concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the same work twice.
The University VLE includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. If you are a business student and joined Coventry University in September 2020 or later please use APA 7th edition referencing, if you joined prior to this date you may use APA or the existing Harvard Reference Style (Coventry version) that you are familiar with. Law students should use OSCOLA. Please be consistent in the referencing style that you use and use it correctly to avoid a case of plagiarism or cheating being brought. If you are unsure, please contact the Centre for Academic Writing, your Progress Coach or a member of the course team.
Return of Marked Work
You can expect to have marked work returned to you 15 working days after the submission date. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online. As always, 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 his / her review.