Task description
This assessment gives you an opportunity to demonstrate that you can apply concepts covered in topics 1-3 by preparing a market audit. A market audit is an analysis of the external and internal environment that impacts the performance of the organisation and forms the knowledge base on which you will build your marketing plan in Assessment Task 2.
How to approach the task
Your first written assessment task for this unit is designed to consolidate your learning from your early study of marketing, specifically from topics 1 and 2. Start working on it early and build up to writing your report for submission at the end of week 4.
There are many sources to help you with your analysis and writing, including the Preparing for Academic Study Success Unit in MyABS. You should also ask questions during webinar discussions with your facilitator and in your individual meetings with your success coach so make sure you discuss your assessment approaches with them.
Your report needs to be analytical in nature, not simply a description of what you see. This will require you to undertake additional research using the library and database resources at AIM Business School, as well as other sources you may have. Apply your knowledge of the concepts you have learnt to your organisation and market to achieve insights and a deep understanding. Use this understanding to drive insights and identify implications.
The activities you undertake during topics 1-3 can be used to help you with Assessment Task 1 so make sure you keep good notes of the activities that you undertake and the sources you identify during your studies.
Undertake some basic preparation about your organisation so you can use this in the introduction of your report. Ask some broad basic questions:
What does your organisation do?What markets does it serve?Where is it located – or any geographical boundaries to its operation?Who are your customers?What is your current performance?
Remember the person that reads the report will not be an expert in your market, so you need to provide concise information up front to provide context. You may also find that these questions actually challenge your thinking about your organisation.
Structure of the report
Your report needs to be well structured, logically presented and acknowledge the sources of the information and literature that you have used in writing it.
The Assessment Task 1 report you submit needs to be structured as follows. The word count allocation to each section is a guide only.
Section
Description
Preliminary
(not included in the word count)
Executive Summary (no more than one page)
Table of Contents
Table of Abbreviation and Acronyms
Introduction
(Approx. 400 words)
Introduce your report, including a brief overview of the business definition and scope.
Refer to the questions you asked yourself above:
What does your organisation do?
What markets does it serve?
Where is it located – or any geographical boundaries to its operation?
Who are your customers which segments do you serve?
What is your current performance?
Macro Environmental Analysis
(Approx. 600 words)
Conduct a macro environmental analysis using the PESTLE model. Then, choose three elements from the model that will have the biggest impact on your organisation and the marketplace over the next three years. Expand on these below the PESTLE. Ensure that you analyse and do not just describe. You will need to support your PESTLE elements with research.
Micro environmental Analysis
(Approx. 600 words)
Conduct a micro environmental review including:
Market review
Competitors
Suppliers
Intermediaries
Publics
You may choose to focus on the most important elements for your organisation and your market.
Ensure you analyse and do not just describe.
Customers
(Approx. 600 words)
Consider how the market is segmented. Do you recommend a change to your target market? Use an academic model to help you analyse this.
Analyse the buyer behaviour of customers in your chosen segment using an academic model to help you understand how and why they buy and what motivates them to do so. Your customers may be either individuals or organisations.
Critical Success Factors
(in table form so not counted in the word count)
Complete a critical success factor analysis using the TOWS analysis.
Recommendations and conclusion
(Approx. 300 words)
Provide a conclusion to your report and in addition please include your recommendations.
Recommendations:
Following your critical success factor analysis, what are your top 3-5 key issues to be addressed?
Please link these issues to the factors from your TOWS analysis.
What are your recommendations to address these?
References
(not included in the word count)
Use the approved referencing system and only include references that are cited in the main body of the report.
Appendices
(not included in the word count and not marked)
You might need to attach appendices with more detail to explain the background and analysis included in your report, but these should provide additional information only and should not contain insights crucial to the structure of the report.
Assessment Submission Requirements:
Your assessment is to be written in a report format, outlined above, with an Executive Summary, Introduction and Conclusion.It should be written in the thirdInclude a minimum of 3 suitable academic journal articles in your assignment in addition to the You can search the AIM Library database, or use some of the ones provided in the Additional Resources section under each topic in my ABS. You must also include industry/ organisational references for market information.Your report must not exceed 2,750 wordsAppendices and tables may be used to clarify and support your arguments but should not be used to circumvent the word count If appendices are used, please use these sparingly and be aware that these are not marked.Submit to the Assessment section of my ABS as one
Assessment Criteria:
Please refer to the detailed marking rubric on the next page.
Rubric: Assessment Task 1
Assessment criteria
Fail 0 to 49%
Pass 50% to 64%
Credit 65% to 74%
Distinction 75% to 84%
High Distinction 85% to 100%
Criteria 1 Writing style
Serious and persistent errors in word choice, language, grammar and sentence structure. Writing style does not align with the assessment topic.
Superficial fluency in English.
Referencing demonstrates major and persistent errors in the style or is inadequate.
Word choice and sentence structure lacks variety.
Some language and grammatical errors the occasional major flaw and more frequent minor flaw. Writing style aligns with the assessment topic but is characterised by wordiness and inconsistency.
Referencing demonstrates errors in the reference style or is not robust enough.
Some variety in word choice and sentence structure.
Good control of language and grammar with minor flaws. Writing style aligns with the assessment topic but displays some inconsistency.
Referencing demonstrates some minor errors in the referencing style.
Good variety in word choice and sentence structure.
Strong control of language and grammar. Clear writing style tailored to the assessment topic.
Some minor repeated errors.
Referencing demonstrates few errors in the referencing style.
Wide variety of word choice and sentence structure. Impeccable control of language and grammar.
Clear concise style that speaks directly to the assessment topic.
No errors in the referencing style.
Weighting 10%
0-4 marks
5-6 marks
7 marks
8 marks
9-10 marks
Criteria 2
Content organisation
Poor report structure with limited flow to the narrative.
Basic report structure as per the assessment format.
Content links between sections but could be strengthened.
Report structure is developed beyond the basis structure as per the assessment format to include appropriate subheadings and sections. Good links established between the sections.
Report structure is developed beyond the basic structure with the use of appropriate sub-headings and sections with a clear and consistent flow of the narrative between sections and subsections, with an effective use of paragraphs.
Report structure is developed beyond the basic structure with the excellent use of appropriate sub-headings and sections. The narrative builds a comprehensive argument from start to finish with excellent linkage between sections, subsections, paragraphs and sentences.
Weighting 15%
0-7 marks
8-9 marks
10-11 marks
12-13 marks
14-15 marks
Criteria 3
Knowledge of concepts
Understanding of topic knowledge and concepts is seriously limited.
Understanding of topic knowledge and concepts is basic.
Understanding pf topic knowledge and concepts is well developed.
Understanding of topic knowledge and concepts is highly developed.
Demonstrates mastery of topic knowledge and concepts.
Weighting 20%
0-9 marks
10-12 marks
13-14 marks
15-16 marks
17-20 marks
Criteria 4
Quality of analysis
The analysis of the market factors is unclear or seriously limited in scope.
Narrative is more descriptive than analytical, but all elements of the marketing audit are reviewed.
A well-developed analysis of the market situation is presented with consideration of the insights and implications that are developed from the data selected.
Empirical evidence is used to support statements of fact.
A highly developed marketing audit drives concise analysis and the development of effective insights. Effective use of empirical evidence.
Very little description.
Demonstrates mastery of the market auditing process with a wide range of analysis undertaken. Exemplary use of empirical evidence with each element, providing detailed insight.
Weighting 25%
0-12 marks
13-16 marks
17-18 marks
19-21 marks
22-25 marks
Criteria 5
Practical application
Evidence of the practical application of marketing audit concepts and models is seriously limited, with few of questionable models selected to support the analysis.
Evidence of the ability to select appropriate models to support the analysis is sufficient with some links to empirical data.
The application of concepts is well developed with evidence of the use of these with organisation and market data to develop insights.
Demonstrates very good application of concepts and models to multiple marketing situations driving consistent insight.
Demonstrates significant and detailed application of concepts and models to multiple marketing situations with excellent insights. Shows a mastery of the content.
Weighting 20%
0-9 marks
10-12 marks
13-14 marks
15-16 marks
17-20 marks
Criteria 6 Recommendations
Recommendations poorly articulated and little evidence of analysis.
Recommendations very basically; articulated. Recommendations show some link back to the key issues identified however tend to be tactical and internally focused.
Recommendations well- articulated and clearly drawn from analysis.
Consistent link between the key issues and the recommendations. Internal and tactical focus.
Recommendations strongly articulated and clearly drawn from analysis.
Recommendations are mainly strategic and offer some insight on internal and external stimuli.
Recommendations exceptionally well- articulated and very clearly drawn from analysis. Offer strategic options and are developed from both internal and external stimuli.
Weighting 10%
0-4 marks
5-6 marks
7 marks
8 marks
9-10 marks
Marketing Plan
Due: Week 7
Value: 50%
Format: Report
Word length: 3500 (+/-10%)
Note: the executive summary, table of contents, tables and reference list are not included in the word count
Learning outcomes: 1,3,4,5,6
Task description
This report is the opportunity for you to bring all of your learning together and create a strategic marketing plan for your chosen organisation. It builds on your marketing audit and challenges you to set SMART objectives for the next 3 years and develop strategies to deliver them.
The format for this report should follow that outlined below and include a one-year tactical action plan.
Your marketing plan should propose 3 clear objectives and provide strategies across the whole marketing mix to deliver these. It must clearly identify the target market you are developing the plan for and show a process for monitoring the plan to ensure you know whether it is achieving the objectives and if not have a process for reviewing it.
How to approach the task
Write a three-year strategic marketing plan for an organisation of your choice. This is likely to be the one you conducted your marketing audit on in assessment 1 but it does not have to be. Consider the content of your 1st assessment and the feedback you received. Do you need to address any gaps in content or focus onto one particular area? Think about the objectives you want to achieve. This may help define the content to be included from assessment 1 and will set the direction for your strategies.
Make sure you are clear on the difference between objectives, strategies and tactics. If you are not, ask about this in the webinars and when you meet with your Success Coach.
Notes to help
Make sure any content brought across from your 1st assessment is appropriately referenced (to avoid self-plagiarism).You will not be able to include all the detail from assessment 1, so ensure it is summarised effectively, focussing on the key insights and implications.Ensure that academic models and concepts are used throughout the Consider using at least one model per section, and one in each of the marketing mix elements.A minimum of 8 academic references as well as citations for industry and organisationalUse tables and graphs as close as possible to the text to support your discussion. These do not add to the word count therefore, it is preferable for you to include these in the body of theThe majority of the marks for this assessment come from the new Make sure you focus on the strategic planning elements of the report and summarise existing content.Use the format provided below for your marketingThe word count and subheadings below are a guide You may find you want to further summarise the audit section to focus more on the strategies and control sections.
Section
Description
Preliminary
(Not included in the word count)
Executive Summary (no more than one page)
Table of Contents
Table of Abbreviation and Acronyms
Situation Analysis approx. 1200 words
Business Definition and Scope
Provide an introduction to your report that includes a brief overview of the business definition and scope including:
Current target markets and positioning
Current product offering
Current Brand Strategy
Current Communication Channel Strategy
External Environment
Summarise the findings from the following analyses:
Macro Environmental Review
Micro Environmental Review
Internal Capabilities
Analyse your organisations performance from a marketing
and non-marketing perspective.
Critical Success Factors
(in table form so not counted in the word count)
Include your TOWS analysis and key recommendations from the first assignment.
Linking to Strategy
Analyse the organisations:
Capabilities that address the critical success factors identified
Opportunities based on current capabilities
Assumptions
What basic assumptions are made for this plan. i.e., if one of these changed you would need a new plan?
They should be external and outside of your control.
Marketing Objectives and Higher-Level Marketing strategies Approx. 1500 words
Marketing Objectives
3 SMART objectives (Specific, Measurable, Achievable, Relevant and Timed).
Segmentation Targeting and Positioning
Summarise the segmentation of the market you outlined in your first assessment. Discuss why you chose this target market over other targets. Outline the organisations positioning using either a Perceptual Map or Positioning Statement.
Marketing Mix Strategies
Cover the strategic aspect of the marketing mix? What are your strategies for the next 3 years? Justify why they are the right thing to do, using academic concepts and show how they will help you reach your objectives.
Product Including the extender marketing mix of People, Process and Physical Evidence if needed)
Price
Place (Distribution)
Promotion (Integrated Marketing Communications)
Budget and Implementation Plans & Evaluation Approx. 800 words
Budget
Your budget will be a Sales and Expenses Forecast using indicative figures demonstrating the proportions of expenditure and revenue for a 12-month period.
Are your sales and expenditure reflective of your objectives and is your marketing spend commensurate with the level and type of activity you are proposing?
Implementation Plan
A simple 1-year Gantt chart to show the actual activities related to the strategies that you will carry out in year 1 of the plan.
Evaluation and Control Processes
What is to be measured? How is it to be measured?
Where will you source your data from? When and how often is it to be measured?
References
(not included in the word count)
Use the approved referencing system and only include references that are cited in the main body of the report.
Appendices
(not included in the word count and not marked)
You might need to attach appendices with more detail to explain the background and analysis included in your report, but these should provide additional information only and should not contain insights crucial to the structure of the report.
Assessment Submission Requirements:
Your assessment is to be written in a report format, as outlined above, with an Executive Summary, Introduction, and Conclusion.
It should be written in the third person
Include a minimum of 8 suitable academic journal articles in your assignment in addition to the You can search the AIM Library database, or use some of the ones provided in the Additional resources section under each topic in my ABS. You must also include industry/organisational references for market information.
Your report must not exceed 3,850 words
Appendices and tables may be used to clarify and support your arguments but should not be used to circumvent the word count If appendices are used, please use these sparingly and be aware that these are not marked.
Submit to the Assessment section of my ABS as one
Assessment Criteria
Please refer to the detailed marking rubric on the next page.
Rubric: Assessment Task 2
Assessment criteria
Fail 0 to 49%
Pass 50% to 64%
Credit 65% to 74%
Distinction 75% to 84%
High Distinction 85% to 100%
Criteria 1 Writing style
Serious and persistent errors in word choice, language, grammar and sentence structure. Writing style does not align with the assessment topic.
Superficial fluency in English.
Referencing demonstrates major and persistent errors in the style or is inadequate.
Word choice and sentence structure lacks variety. Some language and grammatical errors the occasional major flaw and more frequent minor flaw. Writing style aligns with the assessment topic but is characterised by wordiness and inconsistency.
Referencing demonstrates errors in the reference style or is not robust enough.
Some variety in word choice and sentence structure.
Good control of language and grammar with minor flaws. Writing style aligns with the assessment topic but displays some inconsistency.
Referencing demonstrates some minor errors in the referencing style.
Good variety in word choice and sentence structure.
Strong control of language and grammar. Clear writing style tailored to the assessment topic.
Some minor repeated errors.
Referencing demonstrates few errors in the referencing style.
Wide variety of word choice and sentence structure.
Impeccable control of language and grammar.
Clear concise style that speaks directly to the assessment topic.
No errors in the referencing style.
Weighting 10%
0-4 marks
5-6 marks
7 marks
8 marks
9-10 marks
Criteria 2
Content organisation
Poor report structure with limited flow to the narrative.
Basic report structure as per the assessment format.
Content links between sections but could be strengthened.
Report structure is developed beyond the basis structure as per the assessment format to include appropriate subheadings and sections.
Good links established between the sections.
Report structure is developed beyond the basic structure with the use of appropriate sub-headings and sections with a clear and consistent flow of the narrative between sections and subsections, with an effective use of paragraphs.
Report structure is developed beyond the basic structure with the excellent use of appropriate sub-headings and sections. Narrative builds a comprehensive argument from start to finish with excellent linkage between sections, subsections, paragraphs and sentences.
Weighting 15%
0-7 marks
8-9 marks
10-11 marks
12-13 marks
14-15 marks
Criteria 3
Knowledge of concepts
Understanding of topic knowledge and concepts is seriously limited.
Understanding of topic knowledge and concepts is basic.
Understanding of topic knowledge and concepts is well developed.
Understanding of topic knowledge and concepts is highly developed.
Demonstrates mastery of topic knowledge and concepts.
Weighting 25%
0-12 marks
13-16 marks
17-18 marks
19-21 marks
22-25 marks
Criteria 4
Quality of analysis
Summary of the marketing situation and subsequent development of objectives and strategies is unclear or seriously limited in scope.
A sound summary of the analysis of the market situation is presented and supported by a solid set of objectives and relevant strategies. Clear links shown between objectives, strategies and tactics.
Narrative is more descriptive than analytical.
A well-developed summary of the analysis of the market situation is presented, supported by an effective set of SMART objectives and a coherent set of strategies and tactics to deliver these. Strategies all demonstrate how the objectives will be reached.
A highly developed summary of the marketing situation drives concise and effective objectives and fully integrated marketing strategies and tactics that clearly support each other and deliver back to the objectives.
Very little description.
Demonstrates mastery of the marketing planning process with a wide range of analysis, objectives, strategies and tactics that could be immediately implemented and managed. All content is relevant and contributes to the strategic outcomes.
Weighting 25%
0-12 marks
13-16 marks
17-18 marks
19-21 marks
22-25 marks
Criteria 5
Practical application
Evidence of the practical application of strategic marketing concepts is seriously limited with few of questionable models selected to support the analysis and an ineffective plan developed.
Evidence of the ability to select appropriate models to support the development of a strategic marketing plan, with an implementable plan developed. Some links to organisational activity.
The application of concepts is well developed and is effectively linked to organisational activity and market performance, showings strategic progression throughout the life of the plan.
Practical application is highly developed with wide ranging use of theory to develop long term plans, built from analytical insights and linked to organisational activity.
Strong strategic progression demonstrated across the life of the plan.
Demonstrates mastery of the concepts, creating a fully integrated marketing plan, supported by a highly effective audit summary with an excellent balance between the academic and the applied.