Student Name:

Certification: I certify that the whole of this work is the result of my individual effort and that all quotations from books, periodicals etc. have been acknowledged.

Student Signature:                                                                              Date:

Student Registration Number:

Student email address:

Programme: Business Programmes

Year/Level:    2 / Level 6 Academic Year:  2021 / 2022                                               

Semester:      2

Module title: Strategic Marketing                                 

Assignment: 1

Module code: BUS 651

Word guide: 2,000 Percentage Weighting of this assignment for the module: 50%

Issue date:

12.10.2022

Return date: 06.11.2022

Lecturer:

Second marker:

Overall Comment:

Mark (%)

Grading & Marking Criteria

80 +

Outstanding work of exceptional merit, which is original in content or approach allowing a novel perspective, going beyond what is available in the literature.

70 - 79

Work, which is clearly articulated and well substantiated, based on extensive reading, and demonstrates an authoritative grasp of the concepts, methodology and content appropriate to the subject and to the assessed task. There is clear evidence of originality and insight and an ability to sustain an argument, to think analytically and/or critically and to synthesise material effectively.

60 - 69

Work which demonstrates a very good level of understanding of the concepts, methodology and content appropriate to the subject and which draws on a wide range of properly referenced sources. There is clear evidence of critical judgement in selecting, ordering and analysing content. The work demonstrates some ability to synthesise material and to construct responses, which reveal insight and may offer some occasional originality.

50 - 59

Work derived from a solid basis of reading and which demonstrates a grasp of relevant material and key concepts and an ability to structure and organise arguments. The performance may be rather routine, but the work will be accurate, clearly written and include some critical analysis and a modest degree of original insight. There will be no serious omissions or irrelevancies. Analyse the micro and macro environment of an organization from the perspective of markets, customers and competitors.

40 - 49

Competent and suitably organised work, which demonstrates a reasonable level of understanding with minimal analysis and interpretation. It covers the basic subject matter adequately but is too descriptive and insufficiently analytical. There may be some misunderstanding of key concepts and limitations in the ability to select relevant material so that the work may be flawed by some omissions and irrelevancies. There will be some evidence of appropriate reading, but it may be too narrowly focussed.

30 - 39

Work lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology. There is either no evidence of literature being consulted or irrelevant to the assignment set. Inaccurate or inappropriate choice of theory. Unsubstantiated/invalid conclusions based on anecdote and generalisation only, or no conclusions at all. Lacks critical thought, analysis and reference to theory.

0 - 29

Insufficient level of understanding and knowledge base unacceptably weak. No evidence of logical structure and poorly presented. Referencing is unsystematic or absent. Conduct a situational analysis of the organisation’s current internal and external marketing environment.

Assessment Criteria Learning Outcomes To Be Met:

Marks

Awarded

Marks

Available

1

Evidence and depth of situational analysis conducted.

 25

2

Demonstration of knowledge and understanding of relevant strategic marketing tools to conduct and analyse preliminary situational analysis.

 25

3

Awareness of the range of marketing environment issues the company is facing.

 20

4

Ability to critically evaluate and demonstrate evidence of wider reading.

 15

5

Quality & Presentation of written work - quality of Harvard referencing throughout; Report format: (numbered subheadings, introduction, recommendations, conclusion, page numbers)

 15

Total Marks

100%