THE UNIVERSITY OF NORTHAMPTON

NORTHAMPTON BUSINESS SCHOOL

MODULE: Principles of Marketing Management 2018-2019

Module Code Level Credit Value Module Tutor

MKT 3017 6 20 M.Rashid Khan
Maleeha Ashraf
Md Rubel Ahmed

Assignment Brief
Assignment title:
PJ1 - Report

Weighting:
60%

Deadline:
08/04/2019
Feedback and
Grades due: 4 weeks after submission

Resit Date 8 weeks after original submission

Purpose of the Assessment
The purpose of this assignment is to produce a comprehensive marketing audit
that would support a marketing plan. The audit will be produced for a
company and will focus on UK market only. You are given the choice of
5 companies mentioned here under, from which you need to select one,
and produce a thorough, well researched and comprehensive marketing audit.

➢ Aldi

➢ McDonald's

➢ IKEA

➢ Barclays

➢ EE Limited

Assessment Task
i. Type of Assessment: Report
ii. Instructions: choose one company and one market and produce
a marketing audit
iii. Expected Format: Business report
iv. Word Count: 2200 (+/-) words

Select one company or brand from the list provided above. You need to produce
a marketing audit for this company reviewing only for the market of UK.

Conduct independent research using quality sources to provide the evidence to

support your analysis. E.g. Mintel, Keynote etc.

Your report will be structured as follows:

● Executive summary

● Contents page

● Introduction to the audit

● Company/ brand background

● Macro analysis (e.g. PEST/ PESTLE)

● Micro analysis (e.g. internal analysis)

● Competitive analysis using strategic groups, perceptual mappings and

reviewing the company/ brand’s two closest competitors. (Do not use
Porter’s 5 forces)
 ● SWOT

● Conclude with the strategic priorities for the coming year, based on your
analysis of the current situation.
● References

Assessment Breakdown

Marks will be allocated as per the grading rubric (available on NILE)

Assessment Submission
To submit your work, please go to the ‘Submit your work’ area of the
Module NILE site. It is important that you submit your work to the
correct module NILE site, and that your work is submitted on time.

Assessment Guidance

Your report must use a business report format, including section headings and
section numbers.

This is a practical application assignment, you are expected to demonstrate your

understanding of the Principles of Marketing Management through the
application of the models and theories from the module. Therefore it is the
application of the models and constructs that will be given credit and not
explanations of theories and models. So please be advised not to waste your
word count explaining the models that you are using.

Good quality sources, and relevant research is required to support this

assignment.

Note that any assignment that exceeds the word count by more than
10% will be penalised

All assignments must be typed using a business font style and must use at least
size 11 in font size.

Academic Practice

This is an individual assignment. The University of Northampton policy will apply

in all cases of copying, plagiarism or any other methods by which students have
obtained (or attempted to obtain) an unfair advantage.

Support and guidance on assessments and academic integrity can be found from
Learning and Development and the SkillsHub.

SkillsHub: http://skillshub.northampton.ac.uk
Learning outcomes
The learning outcomes being addressed through this assignment are:

Module Learning Outcomes

On successful completion of the module, with limited guidance students will be able to:
Subject-Specific Knowledge, Understanding & Application

a) Define the key marketing planning tools, models and concepts

b) Apply marketing concepts in practice and demonstrate the necessity of focusing on
the customer and the marketplace
c) Identify and select information relevant and appropriate to producing a marketing
audit
d) Conduct a situational analysis and summarise into a SWOT analysis

Employability & Changemaker Skills

e) Apply and analyse different approaches to marketing planning

f) Communicate effectively selecting the appropriate tools and models to provide
essential information necessary for businesses to device marketing plans

Mode of working
This is an individual assignment. The University of Northampton policy will
apply in all cases of copying, plagiarism or any other methods by which
students have obtained or attempted to obtain an unfair advantage.

Format for the submitted work

The assignment should be written for a business audience and presented

appropriately in a report format. The word limit is 2400 words (+10%).
Harvard referencing must be used throughout.

Hand-in procedure
You must submit your assignment electronically.
You will receive an email confirmation and the system will record the date and
time you submit. In the unlikely event of work getting lost, the receipts will
show that work has been submitted. Without a receipt there is no evidence to
show that the work has been undertaken, and you may be given a “G” grade.
All e-copies must be sent by 11:59pm of the deadline day.
An area to submit your assignment will appear on NILE as the assignments
become available.
Grading / feedback guidance
The table at the end of this document serves as a general grading guide for
students to assist in the self-assessment of their work. Lecturer feedback will
also include specific remarks on strengths and aspects for improvement as
well as overall comments on the assignment as a whole.

Weighting
This assignment carries a weighting of 60% for The Principles of
Marketing Management module.
UNIVERSITY GRADE CRITERIA: Level 6

An An A+ Work which fulfils all the criteria of the grade

outstandin exceptional below, but at an exceptional standard.
g first
Distinction

A very A good A Work of distinguished quality which is based

strong First on a rigorous, comprehensive and detailed
Distinction knowledge base, including awareness of the
provisional nature of knowledge and its
theoretical, ethical and conceptual dimensions,
together with its wider context and
implications.

Work will demonstrate sustained ability to

engage in analysis of new/abstract data and
situations, synthesise data and concepts to
design novel solutions, critically evaluate
evidence and its contradictions, and confidence
in application to define and propose resolutions
to complex problems relevant to the field of
study or assessment task. This will be the
basis for authoritative arguments and
judgements and work which meets
professional standards in relation to a full
range of key skills.

There will be strong evidence of competence

across a range of specialised skills using them
to plan, develop and evaluate problems solving
strategies, to challenge received opinion and
develop reflective judgements and reports.
Clear evidence of capability to operate
autonomously with minimal guidance in
complex and unpredictable contexts using a
wide range of innovative and standard
techniques will be demonstrated. Outputs will
be communicated effectively, accurately and
reliably.

A clear A First A- Work of very good quality which displays

Distinction most but not all of the criteria for the grade
above.
A A high B+ Work of highly commendable quality which clearly
Distinction upper fulfils the criteria for the grade below, but shows a
second greater degree of capability in relevant
intellectual/subject/key skills.

A very A good B Work of commendable quality based on a strong

strong upper comprehensive/detailed knowledge base for the
Merit second field of study, including an assured grasp of
concepts, principles and major theories, and
demonstrating some awareness of the provisional
nature of such knowledge and understanding
together with its wider implications. There will be
evidence of considered and confident analysis of
new/abstract data/situations, synthesis of
data/concepts, critical evaluation of evidence and
effective application of knowledge skills to address
complex problems. The ability to work effectively
within professional contexts with minimum
direction to meet objectives and take responsibility
for quality of outputs and criticize them will also be
evident. There will be evidence of capability in all
relevant subject based and key skills, including the
ability to self-evaluate and work autonomously
with minimal direction to use effectively a range of
innovative and standard techniques in complex and
unpredictable contexts.

A strong An B- Work of good quality which contains most, but not

Merit upper all of the characteristics of the grade above.
second

A clear A high C+ Work which clearly fulfils all the criteria of the
Merit lower grade below, but shows a greater degree of
second capability in relevant intellectual/subject/key
skills.

A Merit A good C Work of sound quality based on a firm

 lower detailed/comprehensive knowledge base for the
second field of study and its developing and provisional
nature, including a good grasp of current theories
and issues both abstract and practical, together
with the ability to organise and communicate
effectively. The work may be rather standard and
limited in its insight/theoretical grasp or depth, but
will be mostly accurate and provide some evidence
of the ability to analyse the new or abstract,
synthesise data/concepts, critically evaluate and
apply appropriate methods/techniques, with
minimal guidance. There will be no serious
omissions or inaccuracies and there will be
capability in professional contexts. There will be
good evidence of ability to take responsibility for
own learning, some capability to challenge
received opinion and make use of a range of
resources to form judgements. Evidence of the
ability to operate with autonomy in complex and
unpredictable situations, selecting and applying
appropriate techniques will be demonstrated within
limits. There will be competence in relevant key
skills.

A very A C- Work of capable quality which contains some of

strong Pass lower the characteristics of grade above.
second

A strong A high D+ Work of satisfactory quality demonstrating a

Pass third reliable knowledge base and evidence of developed
key skills and/or subject based skills, but still
containing limited evidence of analysis, synthesis,
evaluation or application, or of appropriate detail
or skill application.
A Pass A good D Work of broadly satisfactory quality based on a
third knowledge base which is coherent and of
appropriate depth/detail for the field of study,
including an awareness of current theories and
issues and some key theories, appropriately
presented and organised. However work will be
primarily derivative, with limited evidence of
autonomous/creative analysis, synthesis, and
evaluation or application. Although there will be
limits to knowledge and intellectual skills, such that
work may contain omissions, there will be some
evidence of an ability to deploy established
techniques of analysis and enquiry, sound
conceptual understanding and capacity to manage
own learning and communicate effectively and
appropriately. There will be some evidence of
operating with autonomy in predictable contexts,
but less evidence of ability to operate in more
complex or unpredictable situations. However, an
ability to select and apply a variety of standard and
possible innovative techniques, and to meet
threshold standards of competence in relevant key
skills, will be demonstrated.