Assignment Briefs OTHM Level 7 Diploma in Strategic Management and Leadership Qualification Number: 603/2181/7 | July 2025 Assessment guidance for criterion referenced marking. The assessment grading criteria characterises
Assignment Briefs OTHM Level 7 Diploma in Strategic Management and Leadership Qualification Number: 603/2181/7 | July 2025 Assessment guidance for criterion referenced marking. The assessment grading criteria characterises the level of complexity and demand expected of students at each level of qualification. Please note that these are generic descriptors which apply mainly, though not exclusively, to written academic work.
Any further unit-specific assessment criteria, such as number of words, should be clearly stated in each individual assignment brief.
Result.
Level 3
Level 4
Level 5
Level 6
Level 7
Pass
Detailed answers to all parts of the questions or tasks.
Clearly structured and focused, demonstrating overall coherence and in-depth understanding of the unit content and assessment requirements.
Evidence of the use of independently sourced material, well applied in all contexts.
Very few errors in grammar as appropriate.
Detailed response to all relevant parts of the questions or tasks, with evidence of clear understanding of the issues.
Well-structured with evidence of independent reading supporting the argument.
Clear evidence of a range of independently sourced material, well applied in all contexts.
Very few errors in referencing or grammar or syntax as appropriate.
Very full, independent response to the assignment, applying relevant material well beyond any module input, demonstrating independent study.
Excellent understanding and application of relevant theory, concepts and models. Very clear logical structure.
Very few errors in referencing or grammar or syntax as appropriate.
Excellent links between relevant ideas, theories and practice.
Evidence of independent learning and the ability to engage critically and analytically with a wide range of contextually relevant resource material.
Demonstration of original insights supported by well-structured overall argument.
Very few errors in referencing or grammar or syntax as appropriate.
The work demonstrates engagement in an academic debate which presents clear evidence of a considered understanding of the topics studied.
There is evidence of clear synthesis of theoretical issues and practice.
A critical analysis of theoretical models and/or practical applications has resulted in originality.
Very few errors in referencing or grammar or syntax as appropriate.
Fail
Little attempt to engage with assignment brief.
Learning outcomes not fully met.
Little attempt to engage with assignment brief.
Learning outcomes not fully met.
Little attempt to engage with assignment brief.
Learning outcomes not fully met.
Inadequate demonstration of knowledge or understanding of
Little attempt to engage with assignment brief.
Learning outcomes not fully met.
Whilst some of the characteristics of a pass have been demonstrated, the work does not address each of the outcomes for the specified
assessment task.
Inadequate demonstration of knowledge or understanding of key concepts, theories or practice.
Inadequate demonstration of knowledge or understanding of key concepts, theories or practice.
key concepts, theories or practice.
Inadequate demonstration of knowledge or understanding of key concepts, theories or practice.
The work may be an overly descriptive account demonstrating minimal interpretation, and there is very limited evidence of analysis, synthesis or evaluation.
No counterarguments or alternative frames of reference are generated or considered.
STRATEGIC MARKETING Unit Reference Number
Y/616/2732
Unit Title
Strategic Marketing
Unit Level
7
Number of Credits
20
Total Qualification Time
200 Hours
Guided Learning Hours (GLH)
100 Hours
Mandatory / Optional
Optional
Unit Grading Structure
Pass / Fail
Unit Aims The aim of this unit is to develop learners’ understanding of the concepts, methods and technical aspects of strategic marketing and the challenges associated with marketing in today’s business environment, including how a strategy combines product development, promotion, distribution, pricing, relationship management and other elements.
Learning Outcomes – the learner will:
Assessment Criteria – the learner can:
- Be able to critically analyse the principles of strategic marketing and the role of digital technologies.
1.1 Critically evaluate the nature and purpose of strategic marketing in an organisation.
1.2 Critically analyse and apply different marketing concepts in a range of organisational contexts.
1.3 Explain the processes involved in strategic marketing.
- Be able to apply tools for analysing the business environment in strategic marketing.
2.1 Develop SMART strategic marketing objectives for an organisation.
2.2 Critically review the external and competitive environment in which an organisational performs.
2.3 Draw conclusions about the internal and
stakeholder environment in which an organisational performs.
3. Be able to carry out market segmentation, targeting and brand positioning.
3.1 Critically explore market segments for an organisational context.
3.2 Evaluate targeted segments for an organisational context.
3.3 Design a differentiated brand position for
targeted segments for an organisational context.
- Be able to apply the integrated marketing mix in an organisation.
4.1 Evaluate the significance of the integrated marketing mix for an organisational context.
4.2 Design an effective marketing mix for an organisational context.
4.3 Critically analyse the relationship between the product lifecycle and the marketing mix for
an organisational context.
- Be able to critically analyse brands in a business context.
5.1 Critically analyse the nature of brands and the significance of branding.
5.2 Critically discuss the need for integration between the brand pyramid, the brand’s positioning and brand management.
5.3 Demonstrate how branding is used to strengthen a business or product.
Scenario Amazon Go supermarkets in the UK. (Data from 2016)
The cashier-less supermarkets use technology to allow customers to pick up items and walk out with them, instead, charging their Amazon account so they don`t have to stand in a checkout queue.
According to The Sunday Times, the retailer is looking for “a significant number” of sites sized between 4,000 square feet and 5,000 square feet across the UK.
Amazon initially launched the concept back in 2016, allowing Amazon staff to trial the new technology. Since then, it has opened five stores in the US across Seattle and Chicago. Customers download an Amazon Go app before entering the store. They have to use the app to enter the store, which registers their Amazon account, and then they can put their phone away and start shopping.
Amazon’s “Just Walk Out Technology” uses computer vision, sensor fusion and deep learning to detect when products are taken off a shelf, or later returned.
The technology keeps track of all the items in a virtual cart so there is no scanning involved. Once customers are done shopping, they can leave the store and Amazon will charge your account. Amazon now has five Amazon Go locations across the US.
There is a difference between having the no checkout stores strictly for Amazon customers and allowing the general public in to try them out. In 2017, the Wall Street Journal reported that the technology faced problems when there were more than 20 people in the store, something Amazon has been working to correct and, as a result, has delayed the expected roll out of further locations.
At the moment, it’s unlikely that Amazon Go will arrive to compete with your local Tesco or Sainsbury’s. The stores stock ready-to-eat items for breakfast, lunch and dinner, with some grocery essential ranges too, however, stock varies depending on which store you are in.
But, when it does arrive in the UK, it will no doubt be celebrated by busy Londoners. The idea of being able to pick up some lunch and walk out of the door without queueing is a dreamy one, we admit.
Source: www.standard.co.uk/tech/amazon-go-uk-locations-scouting
Task 1 of 1 – Business Presentation and Briefing Report (AC 1.1, 1.2. 1.3. 4.3, 5.1, 5.2, 5.3) Instructions: Your local small business association has read about Amazon Go and is concerned about the potential competition. They wish to offer strategic marketing advice to local businesses, have asked you to prepare a presentation in which you should analyse and evaluate key marketing concepts as well as the marketing planning process by using Amazon Go as an example.
Prepare a presentation with speaker notes and a briefing report . To develop this report, you must apply relevant theoretical concepts, models, relate with real world example of your chosen organisational context and critically analyze your arguments and arrive at justifiable recommendations. In the report you should include:
An introduction, evaluating the purpose of strategic marketing
A diagram of the marketing planning process.
A critical review of at least three marketing concepts/models/theories and how they relate to the marketing planning process.
A critical discussion of the significance of branding using Amazon as an example.
Illustrate the concepts of ‘brand pyramid’, ‘brand positioning’ and ‘brand management’, and how and why these concepts should be integrated into marketing planning.
Delivery and Submission: 1x Presentation file with speaker (500 words)
1x Briefing Report (1000 words)
Task 2 of 2 – Marketing Plan (AC2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 4.1 & 4.2) Instructions: Co-incidentally, a representative of Amazon attended your business association presentation and was impressed.
The Amazon manager responsible for the introduction of Amazon Go to the UK has asked you to prepare a strategic marketing plan . To develop this marketing plan report, you must apply relevant theoretical concepts, models, relate with real world example of your chosen organisational context and critically analyze your arguments and arrive at justifiable recommendations. Your Marketing plan must be addressing the following:
A section in which you perform a PESTLE analysis and review Porter’s 5 forces relevant to your organisation.
A section with a SWOT analysis and a stakeholder analysis of your organisation
A section in which you should develop SMART strategic objectives for the organisation
A section concerning the market segment. This section should
Discuss how market segments could be used for the organisation
Select one or more market segment(s), justifying your decision.
Propose and justify a brand positioning for the targeted market segment
A section concerning the marketing mix. This section should:
analyse the significance of the marketing mix for the organisation
contain a pricing, promotional and distribution strategy for one of its product ranges or categories.
1x Marketing Plan (3000 words)
Submission and Delivery: Referencing: Each section must reflect any supporting Harvard style citations.
A comprehensive Harvard style reference list must be included at the end of the work.
Evidence to be submitted: Business Presentation – 500 words
Briefing Report – 1000 words
Marketing Plan – 3000 words