Assessment description: Marketing Strategy

Students will develop a marketing plan that contributes towards achieving organisational strategic objectives

Detailed guidance

With this assessment you learn how to develop, implement and evaluate a marketing plan that contributes towards achieving strategic organisational objectives.

For the coursework, you may use the organisation you are currently working at, or any other organisation which you are familiar with and/or interested in. Please use the below scenario.

You are the manager, leading the marketing department of an organisation of your choice. Your team is responsible for developing a marketing strategy based on the strategy model (e.g. Ansoff's Matrix or Porter's Generic Strategy) to enhance the overall market.

The Strategy should contain the following parts in the main body:

Part 1:

Develop a marketing plan and strategies to support the implementation of the marketing plan. Your marketing plan should:

• Support the organisational objectives
• Be in line with the marketing objective(s)
• Show consideration of external and internal environment (identified in CW1)
• Demonstrate understanding of the stakeholder needs

Part 2:

Discuss the marketing plan implementation and evaluation framework. In particular:

• The strategies that will support implementation of the marketing plan
• Identify the key models and criteria for execution and assessing the progress of the plan
• How the success of the plan will be evaluated at the end, and whether organisational objectives have been met
• Consider the ways this information can be used for the future.

Feedback, marking criteria and grading of your assessment

This section tells you how the marker will assess your work fairly. All markers aim for our feedback to be: timely, individual to you, helpful, empowering and manageable.

They will also offer you opportunities to discuss the marking criteria they intend to use, and the type of feedback they intend to give you. You should create a shared understanding of this with them and your peers during the course of the module. They may also give you opportunities to assess your own work and the work of your peers. Look out for these opportunities.

Assessment markers can give you feedback and allocate marks to you using a range of methods and tools that are appropriate to the specific module and assessment. The marker may make comments within your script (in bubbles) and may also give you written comments in the long box. They may give you a form of audio or video feedback.

When they give you feedback on your assessment, as a minimum, your marker will tell you:

• if and how you have met the relevant learning outcomes
• the areas within which you did well in this assessment (they will commend you)
• the areas you could have improved in this assessment (they will make suggestions)
• what activities you can work on to help you in your next studies (you can take these ideas forward with you, and may discuss them with your Personal Tutor. You can also build them into your Action Planning.