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LO1 Demonstrate an understanding of the marketing mix. Explain what is meant by Marketing?
Assignment Brief Academic Year 2021/22 Introduction to Marketing
Module code and title:
Introduction to Marketing
Module leader:
Assignment No. and type:
Written assignment, 1500 words
Assessment weighting:
100%
Submission time and date:
Target feedback time and date:
3 weeks from the date of final submission
Assignment task
This assignment involves producing a short report that seeks to develop your understanding and awareness of marketing and its component elements in use of the marketing mix to operate and manage key business objectives. By completing these tasks, you would be demonstrating your knowledge of marketing within a business context and some of the challenges or issues faced by businesses. Explain what is meant by Marketing?
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
LO 1 Demonstrate an understanding of the marketing mix
LO 2 Explain how marketing helps business and address challenges in competitive markets
LO 3 Identity marketing solutions to address a particular business challenge
LO 4 Describe the impact of globalisation on competitive markets
Task Requirements
Produce a clear and concise report using publicly available materials, journals and the recommended core texts, which addresses the following topics:
1.
i. Explain what is meant by Marketing? (60 words).
ii. Define the extended marketing mix and discuss the considerations an organisation should give for each of the 7Ps. Please use examples to illustrate your points. (240 words)
2.
i. Explain how a business can use marketing to remain competitive? Use SWOT analysis to explain your answer (remember, SW is internal, and OT is external). (275words)
3.
i. Describe Ansoff’s growth matrix (75 words).
ii. Explain how Ansoff’s matrix can be used to by an organisation to analyse their growth strategies? (225 words)
4.
i. Explain how an organisation can use digital marketing to improve its performance and growth. (275 words)
In addition, ensure that your report includes a brief introduction, conclusion and Table of Contents. (200words)
12 marks will be awarded for academic skills, which includes referencing, the layout of your assignment, as well as academic writing style.
This assignment does not require you to include a case study on any organisation. You can however, incorporate real life/business examples throughout your report.
You must reference all sources and information used in the report using the Harvard Referencing Guide. See attached grid for assessment criteria
Your work will be assessed on the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors. If it is appropriate to the format of your assignment and your subject area, a proportion of your marks will also depend upon your use of academic referencing conventions. Demonstrate an understanding of the marketing mix
This assignment will be marked according to the grading descriptors for Level 3
Submission details This assignment should be submitted electronically via Moodle (module tutors will discuss this process with you during class time).
Please ensure that your work has been saved in an appropriate file format (Microsoft Word, Excel or PowerPoint, or PDF are the most widely used; Google Docs is also accepted). Your file must also contain at least 20 words of text, consist of fewer than 400 pages and be less than 40MB in size. Explain what is meant by Marketing?
You can submit your work as many times as you like before the submission date. If you do submit your work more than once, your earlier submission will be replaced by the most recent version.
Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment
Level 3 (Foundation Year)
Provision at Level 3 (often forming part of a Foundation Year course) is designed to prepare students for higher education. At the end of Level 3, students will be expected to demonstrate the acquisition of foundation level skills, knowledge and understanding necessary to embark on a higher education programme of study at Level 4. In accordance with the national Qualifications and Credit Framework (QCF), this includes the ability to identify and use relevant understanding, methods and skills to complete tasks and address problems that, while well defined, have a measure of complexity. It includes taking responsibility for initiating and completing tasks and procedures as well as exercising autonomy and judgement within limited parameters. It also reflects awareness of different perspectives or approaches within an area of study or work.
Introductory knowledge and understanding of the basic underlying concepts and principles of the subject(s)
Cognitive and intellectual skills
Reading and referencing
Presentation, style and structure Work that significantly exceeds the specified word limit may be penalized
Pass mark, demonstrating achievement of all associated learning outcomes
90%-100%
Excellent work showing flawless understanding of the basic underlying concepts and principles of the subject(s), resulting in students being fully prepared for study at Level 4.
Insightful and accurate interpretation and evaluation of information and ideas, based on an excellent application of the most appropriate skills, methods and procedures. Work shows full awareness of the nature of the area of study and different perspectives or approaches within it
Insightful and effective use of a carefully selected range of relevant reading. Consistently accurate application of referencing.
Exemplary presentation of work that is fluent and flawless throughout.
80%-89%
High quality work showing fluent understanding of the basic underlying concepts and principles of the subject(s), resulting in students being fully prepared for study at Level 4.
Excellent interpretation and evaluation of information and ideas, employing highly appropriate skills, methods and procedures. Work shows strong awareness of the nature of the area of study and different perspectives or approaches within it
Consistent and balanced engagement with a refined selection of many types of relevant reading. Consistently accurate application of referencing.
Highly effective presentation of work that is coherently structured and clearly expressed throughout.
70% – 79%
Commendable work showing detailed understanding of the basic underlying concepts and principles of the subject(s), resulting in students being highly prepared for study at Level 4.
Effective interpretation and evaluation of information and ideas, showing effective use of appropriate skills, methods and procedures. Work shows well established awareness of the nature of the area of study and different perspectives or approaches within it. Explain what is meant by Marketing?
Consistent engagement with a wide range of relevant reading. Consistently accurate application of referencing. Demonstrate an understanding of the marketing mix
Well-formed presentation of work that is coherently structured and clearly expressed throughout.
60% – 69%
Work of solid quality showing competent and consistent understanding of the basic underlying concepts and principles of the subject(s), resulting in students being well prepared for study at Level 4.
Good interpretation and evaluation of information and ideas, using appropriate skills, methods and procedures. Work shows sound awareness of the nature of the area of study and different perspectives or approaches within it.
Engagement with a wide range of relevant reading. Sound application of referencing, with no inaccuracies or inconsistencies.
Competent presentation of work in terms of structure and clarity of expression.
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