A defined range of popular concepts and models used to inform planning decisions in marketing

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Unit title & code

Marketing Planning MAR002-2

Assignment number and title

Assignment 1

Assessment type


Weighting of assessment

100% of assessment on this unit

Unit learning outcomes

On completion of this unit you should be able to:

1. Demonstrate the following knowledge and understanding;

A defined range of popular concepts and models used to inform planning decisions in marketing

2. Demonstrate the following skills and abilities;

Formulate a competent integrated data-justified marketing plan.

What am I required to do in this assignment?

The single assessment on this unit takes the form of a formal open book exam in which you will submit a marketing plan that you have developed during the unit using the briefing notes provided.

You should prepare most of your plan in advance on a weekly basis in and out of class.

The exam paper will contain an extra task in relation to your plan that you will need to work on during the exam. This additional task is worth 25% of the marks available.

Is there a size limit?

There is no formal word limit although the UoB guideline is 700 words for each hour of an examination. The exam lasts for 2 hours.

What do I need to do to pass? (Threshold Expectations from UIF)

In order to pass Assessment 1 you will need to:

  • Using found data, carry out a competent contextual analysis and identify appropriate and sensible marketing objectives
  • Select and apply suitable recognised models and theories to construct a justified, integrated, measurable plan

How do I produce high quality work that merits a good grade?

We will discuss this each week and particularly in Session 12, in the context of the plan that you have already developed


How does assignment relate to what we are doing in scheduled sessions?

Each week we will be focusing on a particular aspect of your plan.

How will my assignment be marked?


Your assignment will be marked according to the threshold expectations and the criteria on the following page. You can use them to evaluate your own work and estimate your grade before you submit.



Lower 2nd – 50-59%

Upper 2nd – 60-69%

1st Class – 70%+



Understanding of market place, environmental scanning, strategic options 20%

Some understanding of the environment is shown and a range of standard models used competently, some use of referenced data to support analysis

General understanding shown and a range of standard models used confidently, use of referenced data is used competently to support analysis

Excellent understanding shown, models are used securely to provide comprehensive, wide ranging and credible discussions, clear strategic identification and referenced data is widely and confidently used to support analysis


Target Market identification 20%

Some discussion of target audience but weak, probably stereotypical, some buyer behaviour included

Good general identification and largely used to underpin recommendations, with a sensible discussion around buyer behaviour

Solid target market identified and used throughout to underpin recommendations. Buyer behaviour discussion is credible.

Use of applied models, theories and concepts 10%

Some attempt to include although understanding and application may be weak, and may be descriptive.

Good referenced inclusions and applied, although may not be relevant

Good referenced range used, securely applied to situation

Sensible plan presented 10%

General understanding of the case for both the seller and buyer is shown. Probably random collection of ideas but some sense of reality, budget and practicality

Good attempt at plan, but may be general and not entirely logical in presentation. Sensible collection of ideas, coherent and relevant with some justification but may not be entirely practical

Confident and sensible plan with every recommendation fully explained and justified. Strong collection of ideas, relevant and on task, demonstrates good understanding of practical application

Clear calculations and plan to meet the objectives 15%

Objectives and calculations are provided but have missed the mark

Objectives and calculations are sensible and demonstrate understanding, some attempt to justify results is made

Clear, measurable objectives and strong calculations that demonstrate good understanding of the case study, and an implementable plan with evidence to support anticipated results

Response to additional task in exam 25%

The proposals made demonstrate understanding of the nature of the task

The proposals made demonstrate good understanding of the task and the responses are practical and realistic

A robust response is provided to the set task and the recommendations show clear understanding of the challenges involved

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