Module Code: BMA5100

Module Title: The Marketing Business

Assignment: S2. Group Marketing Report (60%)
Word Count: 4000 words (equivalent)
Referencing Convention: Harvard Referencing
Submit via: Turnitin
Deadline 7th October 2024, at 23:59 pm
Module Leader: Su Myat Noe Kyaw

Assessment Brief 2

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 S2. Group Marketing Report (4000 words) Weighted at 60%

The Basics

 Work in groups of 4-5 (other sized groups must be approved by the module lecturer)
**The number of group members is flexible; submissions with more than one student are acceptable.
 Select your group’s brand from individual pitch proposals
 Research and develop marketing strategies for growth of your selected brand
 Make it compelling

The Brief

You are required to work in your groups to research and develop appropriate marketing strategies for
growth of a brand. The project has 3 phases:

1. Select your Brand

Your first task as a group is to select your brand. This will be the outcome of the individual pitch proposal
process. You will evaluate each other’s proposals and select the most compelling case to work on together
in this group project. How you choose to do this is up to you as a team, however you will receive guidance
from your tutor in the evaluation process.

2. Research and Strategy Development

You will undertake market research on your brand amongst its target consumers to inform your marketing
strategy decisions. You are aiming to discover some key insights about the target consumers’ buying
behaviour and their relationship with your brand. You will design a research study, carry out the research
and analyse your findings.

You will then develop appropriate marketing strategies that can be clearly justified by your research
findings. You should consider all aspects of the marketing framework(s) when developing your strategies,
all of which when combined underpin your programme for brand growth.

3. Write-up and Submission

 Every student must submit a copy of their Group Marketing Report (4000 words) via Turnitin on VLE.
 The report must be submitted as a Word Document
 It must be 4000 words (+/- 10%)

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  Use Harvard referencing style. You can find more guidance about referencing here
 You must include a reference list at the end of the report.

Group Participation
All members of the team must make an equal and active participation in the project.

A log must be kept of meetings held, group members present, and activities undertaken by each team
member. You must also include a summary Log showing participation in the project by individual group
members. (Format is not limited for this log)

One member of your group must email the final log, as an email attachment (not hyperlink) to the module
lecturer.

How will I be marked? PTO

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Assessment 2 Criteria
Criterion 0% – 39% – Unacceptable 40% – 49% – Satisfactory 50% – 59% – Sound 60% – 69% – Good 70% – 84% – Excellent 85% + – Outstanding
Fail Third Lower second Upper second First
IDENTIFICATION OF MARKETING Little, or no market Some market research has A sufficient level of market A good level of market research A very good level of market As with First, but the case is
GROWTH OPPORTUNITY research has been been conducted yielding research has been conducted has been conducted which research has been conducted, overwhelming; argument and
conducted. Few, or no, some relevant insights. which informs appropriate clearly informs well considered drawing on a wide range of justification is dynamic and
Evidence of understanding and marketing processes/ You demonstrate strategies. Key marketing strategies. You demonstrate the academic and practitioner thought provoking. Highly
application of the marketing theories have been used understanding of the processes have been selected alignment and benefits of your sources. The research effective and original market
process to identify a growth to justify your strategies, brand, you identify some to justify your proposed marketing strategies well. Key undertaken informs insightful research has been conducted
strategy that might positively and the strategies impact plausible growth strategy and a clear connection processes have been well and well justified strategies. Your informing well justified and
impact the business (LO1) – 35% on businesses has not strategies. Justification is to its impact on businesses has selected and effectively utilized proposed growth marketing innovative strategies.
been adequately weak. Some marketing been made. You demonstrate a to support your new proposal strategy/ies provide well
considered. Your proposed processes have been clear grasp of the benefits of and their impact on business explained and justified benefits
strategies are employed in developing/ your growth strategies highlighted effectively. resulting in a strong case for
inappropriate, unlikely to supporting your argument, proposed to the brand and action. You use well considered
work or unjustified. but these have not been likely risks and issues of marketing processes and tools
fully utilized, and an implementation. highly effectively and the
explicit connection has not connection between these
been made to the processes and their impact has
proposed new growth been discussed in an insightful
strategy. and interesting manner.
Articulation of NEW STRATEGY The proposed solutions The proposed strategy/ies The proposed strategies are The proposed strategies are The proposed strategy is very The proposed strategy
are arbitrary and are articulated in a limited somewhat relevant and relevant and articulated in a clear well articulated across multiple evidence outstanding ability to
Evaluation of development of a unfeasible. There is no basic way and may lack articulated in a basic but clear and coherent way. There is some aspects of the marketing mix and synthesise research to
campaign providing a creative indication as to how overall coherency. There is way and are coherent. There is discussion of how success can be represents some highly generate a highly creative and
marketing solution to a current success can be measured. little discussion of how some discussion of how measured, which demonstrates a appropriate and creative unique strategy proposal which
business challenge (LO3/LO4). success can be measured, success can be measured, good understanding. The solutions. There is clear and is embedded in multiple
which demonstrates a which demonstrates a sound marketing plan is very explicit discussion of how success aspects of the marketing mix .
The implementation of the partial understanding. understanding. sustainable. can be measured, which Suggested implementation is
strategy is considered across all demonstrates an advanced set out in a succinct and highly
aspects of marketing mix (LO4). understanding. coherent way that fully
supports the brands desired
The marketing plan objectives positioning.
are set out and the way success
could be measured expressed
(LO4) – 40%
PRESENTATION (LO1 & LO3) Your Marketing Plan is Your Marketing Plan is Your Marketing Plan is Your Marketing Plan is well- Your Marketing Plan is very well- As with First, with highly
very unclear and has been reasonably well-structured reasonably well-structured. structured and presented. The structured and presented. The original and innovative
REPORT – 15% presented in an incoherent and has been presented in The report follows an report follows an appropriate report follows an appropriate solutions and report
and unstructured manner. an understandable appropriate marketing plan marketing plan structure. All marketing plan structure. All presentation style. An
Visual presentation is manner with some, if not structure with most sections expected elements are present. expected elements are present. excellent range of references

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 poor. Very few or no all elements expected present. Visual presentation is Visual presentation is of a goodVisual presentation is excellent present. Few or no errors in
references present. present. Visual in keeping with the brand. A standard and is in keeping with and is in keeping with the brand citations.
References are dated or presentation is curated in reasonable range of references the brand and enhances your and enhances your message. A
incorrectly cited. a basic way some present. Most correctly cited. message. A good range of very good range of references
resonance with the brand. references present. Most present. Few or no errors in
Few references present correctly cited. citations. References mostly
are mostly correctly cited. current.
EVIDENCE OF TEAMWORK Is unspecified and unclear. Individual contributions Individual contributions are Individual contributions are Individual contributions are Individual contributions are
Individual contributions. are specified. clearly specified and there is clearly specified. Individual clearly specified and there is clearly specified and there is
Development of business-team evidence of teamwork to arrive contributions are clearly evidence of teamwork to arrive evidence of teamwork to arrive
working skills (LO5) – 10% at a coherent and well- specified and there is evidence of at a coherent and well-structured at a coherent and well-
structured report. teamwork to arrive at a coherent report. structured report. Exemplary
and well-structured report. demonstration of teamwork.