Posted: April 15th, 2015

A start-up company has decided to launch an electric car (eco car) and have asked you to advise on this proposed launch.

5. Assessment

 

A start-up company has decided to launch an electric car (eco car) and have asked you to advise on this proposed launch.

In particular you should consider:

• The marketing environment
• A strategic marketing plan
• Future growth options

 

You should therefore prepare the marketing plan which covers the following topics:

 

Section 1: The marketing environment audit

You should:

• Explain the role of the marketing environment audit
• Advise on undertaking the full audit for the macro (external) environment by explaining the topics that should be researched by the company and why these subjects are important
• Identify 3 (three) key contemporary trends or changes in the external environment and show how they will impact the company making the eco-car
• Undertake an audit of the competition (using Porter’s Five Forces analysis).

Section 2: The marketing plan

The marketing plan should answer three questions:

• Where do we want to be?
• How will we get there?
• How well did we do?

This means that as a minimum, you should include:

• Include 3-4 clear, SMART objectives for duration of the marketing plan together will associated evaluation techniques
• Make justified recommendations for the segmentation, targeting and positioning (STP) strategy, including a positioning map
• Explain how each of the 7Ps (with the exception of processes) will be employed, making justified recommendations
• A particularly detailed marketing promotional strategy for the launch should be provided, including key messages and creative concepts aligned to the target market(s).

In the report it is important that you include:

• An explanation of and use of marketing theory including processes, marketing models and techniques (and their limitations)
• An application of marketing principles to the chosen company
• Reference to reading
• Report presentation

 

Section 3: Marketing Research

Advise on a marketing research strategy to ascertain attitudes towards the proposed eco-car. This strategy should include research objectives and justified recommendations for at least 2 primary research methods which could be employed. You should NOT include any proposed questions or undertake any research.

 

Total word count: 5000 words

• The assessment weighting for the assignment is 100%.

 

 

5.1 Word Count

The word count is 5000 words. Please do not exceed this word count or you will be penalised. The following is an extract from the student academic guidelines which explain what happens if you exceed the word count (for full details, these guidelines are published on ARU’s website):

 

“Exceeding Word Limits

6.65 A written assignment must not exceed the maximum word limit set for that assignment.

Students are required to enter an accurate word count on the Assignment Cover Sheet.

6.66 When a written assignment is marked, the excessive use of words beyond the stated word limit is reflected in the academic judgement of the piece of work which results in a lower mark being awarded for the piece of work.

6.67 In determining the text to be included within the maximum word limit, the following items are excluded:

• Abstracts
• Indented quotations (of more than 50 words)
• Tables
• Figures
• Diagrams
• Footnotes/endnotes used for reference purposes and kept within reasonable limits
• List of references and/or bibliography
• ”

 

5.2 Marking Criteria and Link to Learning Outcomes

This explains how you will be assessed:

Topic	Learning Outcome	Weighting
Situational Analysis Demonstrating and evidencing an understanding of the macro‐, and competitive- environments, with SWOT/TOWS to analyse findings	LO1 LO3	20
Marketing Strategy and Objectives Explaining the use of information and knowledge in order to set and achieve stated objectives, a STP strategy + generic strategies. Clear link to the a series of evaluation appropriate measurements (metrics)	LO1 LO2	20
Marketing Programmes Providing a rationale for the implementation of specific marketing activities in relation to the full marketing mix (4-7Ps) at strategic level. A particularly detailed marketing promotional strategy for the launch should be provided, including key messages aligned to the target market(s).	LO1 LO4	25
Marketing Research Strategy Objectives and justified recommendations for a minimum of 2 primary research methodologies to be employed	LO3	10
Theoretical Underpinnings Use of theories, relevant empirical evidence, academic models and/or theoretical frameworks	LO2 LO4	15
Presentation Utilises report style while appropriately structured to link the various sections of the report. Written in professional/academic language following Harvard protocols.		10

 

 

 

 

 

 

 

Links between Learning Outcomes and Assessment

 

Learning Outcome	Assessment
LO1: Comprehend, evaluate, and demonstrate a critical awareness of the value of marketing management and its component elements in business organisations and of how marketing tools and techniques may apply to marketing situations and critically discuss how these may be used in particular situations	Part 1: The analysis of the marketing environment Part 2: The marketing plan
LO2: Demonstrate the importance of using analytical and logical skills in the application of marketing concepts to the development of marketing strategies and plans	Part 1: The analysis of the marketing environment Part 2: The marketing plan
LO3: Develop and demonstrate a critically evaluative and systematic approach to the use of research in the development of marketing strategies for organisations in different market positions and in the evolution of marketing practice	Part 1: The analysis of the marketing environment Part 2: The marketing plan Part 3: Marketing research strategy
LO4: Critically devise and plan a complex marketing strategy and plan which incorporates effective decision making and integrates theory and practice.	Part 2: The marketing plan Part 3: Growth Strategy

 

 

 

Each student will receive an individual mark for their submission of their individual supporting contributions and documentation. It is emphasised that this aspect of the presentation is to be the work of the individual student and should reflect individual research; comprehension of the tasks involved; views; critical awareness; use of theory; interpretation and judgements; use of evidence; evaluation and a systematic approach to the use of research:

 

All coursework assignments and other forms of assessment must be submitted by the published deadline which is detailed above. It is your responsibility to know when work is due to be submitted – ignorance of the deadline date will not be accepted as a reason for late or non-submission.

 

 

5.3 Submission of the assignment:

 

• Date: 20^th April 2015 by 11.59 PM via Turn it in

 

• Procedure:   Submission is through Turn-it-in ONLY
  • You will receive an email from Turn it in asking you to register this module – please do this immediately to avoids problems at the time of submission

 

• Preparing your assignments for submission – VERY IMPORTANT – failure to save your files  like this might result in delays getting your marks.

Begin by ensuring that your assignment is written in word (or equivalent). Good fonts to use are Calibri and Arial (though we accept Times New Roman) and font size 11/12. Hand-written assignments are NOT accepted.

 

• Anonymous marking but include your student number in the footer: SBL’s policy is that all your work should be anonymous at the point of marking; the lecturer does not know whose work he/she is considering. This means your name should be NOT attached to your work but instead, you should use your personal student number which can be included in the header/footer of each page

 

 

 

 

 

• Cover page: Make sure that you include a cover page for the assignment which shows:

• The name of the course (MBA)
• The name of the module (Marketing Management)
• Your student number
• Your Turn it in number (if known)
• The word count (max 5000)
  • Save the assignment and the cover page as one document as “name of the module – assignment code – your student number ”. For instance, if your student number is 12345678 you would save the first assignment “MBA MM Assignment   12345678”.

 

NOTE: Late submission to Turn-it-in will be counted as a non-submission and a mark of zero will be awarded for the assessment task in question.

.

 

Copies
You are requested to keep a copy of your work. It is strongly recommended that you keep 2 or 3 copies (one using a Cloud such as iCloud or Dropbox) until the final results have been confirmed in writing by SBL. If for any reason, your dissertation / business development plan is lost / corrupted, SBL will expect you to have another copy.

It is highly possible that we may ask some students to email their work for moderation purposes. Should you not be able to do this, then your work will be counted as a non-submission.

 

Results

Results are published through Student Portal only. It is important to note that the marks you receive are unconfirmed until after the DAP (see below). This means that, potentially, marks can change, in either direction! Remember that it may take a few weeks before you received your confirmed results.

 

 

5.4 Resit Assignment

 

You must achieve a mark of 40% in order to pass this module. Should you not do so, you will be able to undertake a resit assignment which is explained below. You mark for this resit, will be capped at 40% (which means that 40% is the maximum grade you can achieve for this module).

 

The Topic:

 

Knowing that you are studying for an MBA, your friend has asked you to advise her about writing a marketing plan for a new book shop she wishes to open in London.

She is keen that you specially consider:

• The marketing environment is which the attraction will operate
• A clear strategy for the segmentation, targeting and positioning strategy
• An operational marketing plan.

 

You should therefore prepare the marketing plan which should be divided into 3 sections:

• 1: Guidelines regarding the analysis of the marketing environment
• 2: A strategic and tactical marketing plan
• 3: Future growth options for the attraction (assuming the initial plans are successful).

 

Guidelines for undertaking the proposal

 

• Section 1: The analysis of the marketing environment

This first section you answer the question “where are we?” by undertaking a marketing environment audit. This part of the report should include an explanation of the role of the analysis and give guidelines regarding how the attraction should audit:

 

• the macro (external) environment
• the micro (internal) environment
• the competition (using Porter’s Five Forces analysis).

Indicative word count 2000 words

• Section 2: The Marketing Plan

The marketing plan should answer the remaining three questions:

• Where do we want to be?
• How will we get there?
• How well did we do?

Where do we want to be? – You should advise on clear, SMART objectives for the new attraction

How well did we do? – There should be two sections:

1. The first section is the strategy and you should (as a minimum) make justified recommendations for the STP strategy so that you have a clear target market which will be receptive to the proposed bookshop.
   • You might also include Porter’s generic strategy to show the direction of the attraction.
   • You should incorporate academic models into your report and evaluate their effectiveness
2. The second section should explain your advice relating to the tactical marketing plan and how it could be developed in line with the chosen target market.
   • You should discuss each of the 7Ps (with the exception of processes) and make justified recommendations.
   • Academic theory should again be included wherever possible and evaluated.

How well did we do? – In the final section, you should explain the role of evaluation as well as discussing the control and evaluation techniques and matrices you plan to use, again giving reasons for your choices.

Indicative word count 3000 words / Learning Outcome 2+4

 

In the report it is important that you include:

 

• An explanation of and use of marketing theory including processes, marketing models and techniques
• An application of marketing principles to the chosen company
• Reference to reading  
• Report presentation      

Total word count: 5000 words

Resit Marking Criteria

 

Topic	Learning Outcome	Weighting
Situational Analysis Demonstrating and evidencing an understanding of the macro‐, and competitive- environments, with SWOT/TOWS to analyse findings	LO1 LO3	20
Marketing Strategy and Objectives Explaining the use of information and knowledge in order to set and achieve stated objectives, a STP strategy + generic strategies. Clear link to the a series of evaluation appropriate measurements (metrics)	LO1 LO2	20
Marketing Programmes Providing a rationale for the implementation of specific marketing activities in relation to the full marketing mix (7 Ps) at strategic level.	LO1 LO4	30
Theoretical Underpinnings Use of theories, relevant empirical evidence, academic models and/or theoretical frameworks	LO2 LO4	20
Presentation Utilises report style while appropriately structured to link the various sections of the report. Written in professional/academic language following Harvard protocols.		10

 

Feedback

You are entitled to feedback on your performance for all your assessed work. For all assessment tasks which are not examinations, this is provided by a member of academic staff completing the assignment coversheet on which your mark and feedback will relate to the achievement of the module’s intended learning outcomes and the assessment criteria you were given for the task when it was first issued.

Examination scripts are retained by School of Business and Law and are not returned to students. However, you are entitled to feedback on your performance in an examination and may request a meeting with the Module Leader or Tutor to see your examination script and to discuss your performance.

It is important to note that, in these cases, the marks for these pieces of work are unconfirmed until after the DAP (see below). This means that, potentially, marks can change, in either direction!