Assessment and feedback is a significant

Module Title MARKETING MANAGEMENT Module Code BMK0101 Assessment Brief Assignment: Individual Coursework (Global Industry Analysis Report) Assessment and feedback is a significant aspect of the Universitys Teaching and Learning strategy. Please ensure that you are familiar with the Assessment and Feedback Strategy. You have been appointed as a Senior Marketing Executive for SLH. As part of your role you are required to produce a Global Industry Analysis Report into the Sports/ Leisure/Health sector. In particular, you are required to address the following issues: Q1 Undertake a global industry analysis into the Sports/Leisure/Health sector to identify key opportunities and threats within the global market. (30%) Q2 Introduce a new product/service based on the opportunities identified from the analysis undertaken in Q1. (20%) Q3 Identify an appropriate segmentation and targeting strategy for the new product/service. (20%) Q4 Using any product management portfolio tool (e.g. Product Life-Cycle Model, Boston Consulting Group Matrix (BCG), Growth-Share Matrix, McKinsey/GE Market Attractiveness-Competitive Position Matrix, A.D Little Business Profile Matrix), outline, appropriate marketing strategies for your new product/service at each stage of its life-cycle. Consider on what basis (competitive advantage) would the new product/service compete in the market place in the long-run? (20%) Executive summary, summary, structure, presentation. (10%) 4000 words 11th January 2019: Submission 4th February 2019: Feedback 25th February 2019: Tutor Re-Assessment Assessment Marking Criteria and Guidance for Individual Questions: Assignment (Global Industry Analysis Report) As you would expect, the assessment is looking for evidence of an understanding of and application of the basic principles of the areas of marketing covered by the assignment as well as application of the principles to the company / situation in the assignment. Students who simply repeat chunks of the textbook and students who simply theory dump without evidence of real understanding and application will not pass. Top mark students will show e.g. critical awareness, compare and contrast and otherwise show insights into the concepts and ideas and their application. You have been appointed as a Senior Marketing Executive for SLH. As part of your role you are required to produce a Global Industry Analysis Report into the Sports/ Leisure/Health sector. In particular, you are required to address the following issues: Q1 Undertake a global industry analysis into the Sports/Leisure/Health sector to identify key opportunities and threats within the global market. (30%) A comprehensive analysis of all three levels using a recognised industry analysis model(s). Highlighting key areas within each level with an appropriate level of explanation for the key areas. Identification of key strengths, weaknesses, opportunities and threats resulting from the industry analysis. Prioritisation of opportunities and threats based on the industry analysis and overall business objectives. Supported with referenced and up-to-date evidence throughout. Q2 Introduce a new product/service based on the opportunities identified from the analysis undertaken in Q1. (20%) Rational and justification for introducing the new product/service. Identification of and detailing of the marketing mix elements. Supported with referenced and up-to-date evidence throughout Q3 Identify an appropriate segmentation and targeting strategy for the new product/service. (20%) Identification of the relevant segmentation criteria to be used for the segmentation strategy (from the various segmentation categories). Clear rational and justification provided for the segmentation strategy. Identification of the relevant targeting strategy from the various options available. Clear rational and justification provided for the targeting strategy. Supported with referenced and up-to-date evidence throughout. Q4 Using any product management portfolio tool (e.g. Product Life-Cycle Model, Boston Consulting Group Matrix (BCG), Growth-Share Matrix, McKinsey/GE Market Attractiveness-Competitive Position Matrix, A.D Little Business Profile Matrix), outline, appropriate marketing strategies for your new product/service at each stage of its life-cycle. Consider on what basis (competitive advantage) would the new product/service compete in the market place in the long-run? (20%) Identify and explain the characteristics at each stage/section/element of the selected model. Outline a range of relevant marketing strategies at each stage/section/element of the selected model. Select and justify the key strategies at each stage/section/element of the selected model. Identify the main competitive advantage approaches/strategies and select and justify an appropriate strategy. Describe how the strategy will be maintained in the long run. Executive summary, summary, structure, presentation. (10%) Guidance to the overall approach for both assignments As a guide marks will be awarded for: Understanding of basic concepts Application to context Critical awareness Referencing Style/expression/structure, presentation Additional /further insights The assessment consists of three elements: conceptual, contextual, and application. Conceptual Each question is based on clear and identifiable branding concepts. Using referenced work, you are required to highlight these areas and provide an appropriate level of explanation of each concept. You should demonstrate a clear understanding of the key concepts. You should avoid simply copying and referencing definitions. Contextual The assessment should be based on a real life organisation/product/service. You are therefore required to undertake the relevant research into the organisation and industry in order to gain the necessary level of insight into the characteristics and workings of both the organisation and industry. Application This element requires you to integrate sports branding/sponsorship concepts within the context provided, resulting in the application. For this to happen, you must have a thorough understanding of the relevant branding/sponsorship concepts, the context, and demonstrate critical awareness (in order to then apply the concepts to the context). Referencing Referencing is a critical aspect of this assessment. You will be required to search for and review the appropriate sources required to address the questions. You should familiarise yourself with the resources available through the University and in particular Summon. Academic journal articles and industry reports should be the main focus for your reading and referencing of the marketing concepts, with a variety of other sources contributing towards the research and referencing requirements for the context and application elements (e.g. industry reports, web sites, texts). Further Notes on Assignment Length: 4000 words Maximum (not including tables, appendices or bibliography / references). Under no circumstances should you exceed the word limit. Only work up to the word limit will be marked. Report format required: Justified alignment, Ariel 11 font minimum. The work should be an individual piece of work and should be fully referenced where appropriate. The work should be submitted according to the Business Schools procedures for completing and handing in assignment work. Please check with the School Office (Level 1) if you are unsure as to these. Please follow University procedures / regulations if requesting extensions. Submission of work: The assignment must be submitted electronically through Turnitin on Brightspace. Submission date: See section 5.3; on or before 3pm. Please note you will normally be penalised for late submission after this time. Work submitted up to 5 working days after the deadline without an extension will be marked up to a maximum of 50%. Tutor reassessment applies to this assignment. This means that if you score less than 50% you will be offered an opportunity to improve your mark within a specified time limit as directed by the module tutor. Work will normally be returned within 3 working weeks of submission. Assessment deadlines Submission date Feedback Date Tutor Re-Assessment Submission Date Assignment 11th January 2019 4th February 2019 25th February 2019 It is important that you keep a copy of all of the work you submit for assessment. You are strongly advised to use the electronic storage system provided by the University, using the allocated space on the K drive. It is School policy that all assessed work must be submitted electronically via Turnitin, by 23:59 on the published date of submission. No hard copies should be submitted unless this is identified as a requirement in the Assessment Brief. Where hard copies are required, please ensure the work submitted is stapled in the top left hand corner, not submitted in folders or ring binders and your student ID number and name are clearly visible on the assessment. If you are not able to submit by the deadline, you must inform your Course Leader, Radi Haloub. Depending on the circumstances, you may need to ask for an extension or submit an extenuating circumstances form see Section 5.4 of the Module Handbook. Assessed work which is submitted late but within five working days of the agreed submission date will be accepted and the maximum mark available for that piece of assessment will be 50%. This does not apply to the submission of assessed work relating to Tutor Reassessment, referral or deferral requirements but does apply to previously agreed, extended or renegotiated deadlines. Work submitted later than this without an approved extension will receive a mark of 0%. Please note that loss of data or printing errors are not deemed to be acceptable reasons for the late submission of work. It is your responsibility to upload your submission/s onto Turnitin by 3pm by the dates shown above. Any technical difficulties can be dealt with by calling the computing helpdesk 01484 473737 which is available 24/7. Process for requesting an extension or submitting a claim for Extenuating Circumstances (ECs) There are procedures in place for you to request a short extension to a deadline but this request has to be made no later than two working days after the published submission date. If you have difficulties such as a short-term illness and need to request an extension, you should submit a request via the eCover extension and submission system supporting information to confirm your circumstances may be required. A guide to the eCover system is available on the intranet. Late requests for extensions are not accepted and you run the risk of scoring a maximum of 40% for that piece of work if submitted late but within 5 working days of the original deadline, or 0% if submitted later than this without an approved extension. The University understands that there may be times when your ability to complete a piece of assessed work or to concentrate on your studies may be hindered by factors beyond your control such as illness or significant personal difficulties. The regulations include a process to allow students who are affected in this way to bring these extenuating circumstances (ECs) to the attention of the relevant people in the School (such as the Course Assessment Board) so that proper account can be taken. Please be aware that a claim for ECs will usually only be accepted where youve been able to demonstrate that the circumstances described have had a direct impact on you and were substantial and unexpected in all other cases students would be expected to negotiate an extension. The regulations for ECs can be found in Section 5 at: http://www.hud.ac.uk/registry/regulationsandpolicies/studentregs When completing an EC form please be careful to include the correct modules and assessments and to be sure that you attach appropriate and acceptable evidence to your claim. Once completed your claim has to be submitted to the Course Administration Office (BS1/03) within 5 working days of the date by which your assessment should have been completed. Formative assessment Opportunities for formative feedback sessions for both the group presentation and individual coursework have been timetabled in to the delivery schedule. Please refer to section 4.1 of the Module Handbook. You will be asked to prepare for these sessions to enable staff to offer guidance on your work in progress. Arrangements for the return of work and feedback You should normally receive feedback on your assessments three teaching (i.e. term time) weeks after the submission date for the assessment. Dates for the return of work and feedback are indicated within Section 5.3 of the Module Handbook. Feedback should help you understand why you received the mark and what you can do to improve your performance in future assessments. Tutor Reassessment Tutor Reassessment (TR) is where a student is given a single opportunity to re-submit an eligible piece of work and for it to be remarked prior to the meeting of the Course Assessment Board. Tutor reassessment will only be offered if you submit a piece of work for the original assessment and achieve a mark of between 0 and 49%. The maximum mark available for a tutor reassessment is 50%. The full regulations for tutor reassessment can be found in Section E at As indicated in Section 5.1 of the Module Handbook, the following piece(s) of assessment are eligible for tutor reassessment: You will be informed at the point you receive feedback whether your work is subject to Tutor Reassessment. You will give two weeks to resubmit from the point of receiving your feedback. GENERAL INFORMATION Academic misconduct and referencing information The University regards any action by a student that may result in an unfair academic advantage as a serious offence. It is your responsibility to ensure at all times that the assessments you complete are entirely your own work and that you have used the relevant referencing technique correctly and in full. The full set of regulations which govern Academic Integrity can be found under Section 4, Assessment Regulations 3 and 4 at of the support available for referencing, can be found within your course handbook; it is important that you familiarise yourself with this information.

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