Assessment Coursework

ASSIGNMENT BRIEF
Assessment Coursework
Assessment code: 010
Academic Year: 2024/2025
Trimester: 3
Module Title: Principles & Practices of Marketing
Module Code: MOD009206
Level: 5
Module Leader: Rehan Ally
Weighting: 60%
Word Limit: Not exceeding 2500 words
This excludes the bibliography and other items listed in
rule 6.83 of the Academic Regulations.
Assessed Learning
Outcomes
Lo1: Critically evaluate and give evidence of both past
and current marketing management concepts and
theories and critically evaluate the way in which
marketing theory relates to marketing practice.
LO2: Demonstrate knowledge of the role of marketing in
the growth of organisations with specific focus on the
marketing mix and its value in online and offline
settings.
L03: Construct marketing plans which reflect the latest
developments in environmental, social and governance
issues.
LO4: Analyse domestic and international markets and
produce affective marketing solutions in the forms of
strategies and tactical plans.
Submission
Deadline:

Please refer to the VLE.

WRITING YOUR ASSIGNMENT:
• This assignment must be completed individually.
• All courses of study must use the ARU Harvard referencing system for written
assessments, apart from LLB/LLM courses where OSCOLA should be applied.
• Your work must indicate the number of words you have used. Written
assignments must not exceed the specified maximum number of words. When a
written assignment is marked, the excessive use of words beyond the word limit
is reflected in the academic judgement of the piece of work which results in a
lower mark being awarded for the piece of work (regulation 6.74).
• Assignment submissions are to be made anonymously. Do not write your name
anywhere on your work.
• Write your student ID number at the top of every page.
• Where the assignment comprises more than one task, all tasks must be
submitted in a single document.
• You must number all pages.
SUBMITTING YOUR ASSIGNMENT:
• In order to achieve full marks, you must submit your work before the deadline.
Work that is submitted late – if your work is submitted on the same day as the
deadline by midnight, your mark will receive a 10% penalty. If you submit your
work up to TWO working days after the published submission deadline – it will
be accepted and marked. However, the element of the module’s assessment to
which the work contributes will be capped with a maximum mark of 40%.
• Work cannot be submitted if the period of 2 working days after the deadline
has passed (unless there is an approved extension). Failure to submit within the
relevant period will mean that you have failed the assessment.
• Requests for short-term extensions will only be considered in the case of illness
or other cause considered valid by the Director of Studies Team. Please contact
DoS@london.aru.ac.uk. A request must normally be received and agreed by the
Director of Studies Team in writing at least 24 hours prior to the
deadline. Students will need to provide evidence to support their extension
request.
See
rules
6.64-6.73:
http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf
Exceptional Circumstances: The deadline for submission of exceptional
circumstances in relation to this assignment is no later than five working days after
the submission date of this work. Please contact the Director of Studies Team –
DoS@london.aru.ac.uk. Students will need to provide evidence to support their EC
claim. See rules 6.112 – 6.141:
http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf
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ASSIGNMENT QUESTION
You work as a junior marketing consultant in a marketing and branding agency in
London. Your employer specialises in providing consultancy to innovative startup
businesses in London & widely the UK. Your manager wants you involved with one
of his four potential clients. and has asked you to write a marketing report on one
of the following companies:
1. Wayve – https://wayve.ai/
2. Toby Tiger – https://www.tobytiger.co.uk
3. Farewill – https://farewills.com
4. Magtec – https://magtec.co.uk
All the companies above have performed exhaustive primary and secondary
research on the UK market and have undertaken a detailed situation analysis (both
internal and external). All the above companies have current marketing strategies
and tactics in place in the UK.
ASSESSMENT TASKS
Write a marketing REPORT on ONE of the above companies. You MUST only choose
from the above list, failure do so will carry a penalty.
Task 1 – 40 marks
A. Critically evaluate the Segmentation, targeting and positioning strategies and
create a perceptual map.
B. Critically evaluate the branding elements of the chosen organisation with
justifications underpinned by taught academic theories and models.
Task 2 – 50 marks
A. Critically evaluate the Marketing mix (Product, Price, Place, and Promotion)
and make your recommendations for the improvement of the promotions mix.
B. State the tools and metrics that are and could be used for promotional
activities.
Academic skills – 10marks
Introduction, company profile and conclusion. Content of report to demonstrate
research, academic skill and integrity, and academic references.
Page 3 of 11
READING REQUIREMENT
Textbooks:
• Andrews, J. Shimp, T. (2017) Advertising, Promotion, and other Aspects of
Integrated Marketing Communications (10th edition), South West
• Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing: strategy,
implementation and practice. Seventh edition. Harlow: Pearson Education.
• Kotabe, M. and Helsen, K. (2022) Global Marketing Management (9th
edition). Hoboken: John Wiley & Sons, Inc.
• Kotler, P., Keller. K.L., Chernev, A. (2022) Marketing Management Global
Edition (16th edition), Harlow Essex: Pearson.
Academic Journal articles:
• Dash, G., Kiefer, K. and Paul, J. (2021) ‘Marketing-to-Millennials: Marketing
4.0, customer satisfaction and purchase intention’, Journal of business
research, 122, pp. 608–620. Available at:
https://doi.org/10.1016/j.jbusres.2020.10.016.
• Lang, L.D., Lim, W.M. and Guzmán, F. (2022) ‘How does promotion mix
affect brand equity? Insights from a mixed-methods study of low
involvement products’, Journal of business research, 141, pp. 175–190.
Available at: https://doi.org/10.1016/j.jbusres.2021.12.028.
• Martínez-López, F.J., Anaya-Sánchez, R., Fernández Giordano, M. and
Lopez-Lopez, D. (2020) ‘Behind influencer marketing: key marketing
decisions and their effects on followers’ responses’, Journal of marketing
management, 36(7–8), pp. 579–607. Available at:
https://doi.org/10.1080/0267257X.2020.1738525.
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Page 5 of 11

ASSESSMENT MARKING RUBRIC
The work will be assessed in an integrative manner as indicated in the marking rubric, that is consistent with Anglia Ruskin University generic assessment criteria and marking standards
Criteria / Grade 0-29%: 30-39%:

40-49%: 50-59%: 60-69%: 70-79%: 80-89%: 90-100%:
STP and Branding The task was not
followed, and there
was minimal,
deficient or no
evidence of the
assessment criteria
having been met.
For example, the
student did not
submit the correct
work or follow any
part of the brief and
has major problems
with the report’s
structure, for
example, submitting
an essay.
Additionally, the
evaluation was not
underpinned by
learnt models and
theories from the
module and the
work generally
lacked application
to the chosen
organisation.
The student has
demonstrated little
evidence of STP and
branding knowledge
with limited use of
related taught
models and theories
at a superficial and
descriptive level. It
will also have limited
application to the
chosen organisation.
Limited research
skills are shown, and
there are significant
problems with the
report’s structure or
limited accuracy in
expression. Limited
evidence of
interaction with
learning materials.
The student has
demonstrated an
adequate knowledge
base of STP and
branding. Basic
definitions may be
provided and adequate
knowledge of models
and theories and
discusses
superficially/generically
how this could be
applied to the chosen
organisation.
Some problems with the
structure of the report
and some omission of
sources.
Adequate use of
learning resources with
little self-direction. The
work is largely
descriptive. Some
difficulty with structure
and accuracy in
expression but
developing
practical/professional
skills.
The student has
demonstrated a sound
knowledge base of STP
and branding. Provided
a sound definition but
could be more
detailed, likely to have
mostly specific data
(some generic also
present) with some
autonomy in research
but needs to be more
consistent. Relatively
structured and mainly
accurate expression.
Sound use of learning
resources. Acceptable
structure/accuracy in
expression. Sound level
of
academic/intellectual
skills going beyond
description at times.
Sound
practical/professional
skills. Inconsistencies in
self-direction.
The student has
demonstrated a good
knowledge base of STP
and branding. Good
definitions with clear
examples, good
underpinning of models
and theories learnt in
the module, likely to be
specific to the chosen
organisation.

Good management of
learning resources with
consistent self-directed
research. The report is
expected to be well
structured with
accurate expression in
most areas.
The student has
demonstrated an
excellent knowledge
base of STP and
branding with detailed
definitions and
excellent applied
examples underpinned
by learnt models and
theories. The models
and theories will be
highly relevant to the
chosen organisation.
Excellent management
of learning resources
with consistent self
directed research. The
report is well
structured, accurately
expressed in most
areas.

The student has
demonstrated an
outstanding knowledge base
by exploring and analysing
STP and branding with
evident originality and
autonomy of research skills.
Arguments and analysis will
be underpinned with
relevant and models and
theories. The work will
exceed the assessment
brief in many areas,
demonstrate intellectual
originality.

Outstanding management of
learning resources with a
degree of
autonomy/exploration that
clearly exceeds the brief.
An exemplar of
structured/accurate
expression. Demonstration
of intellectual originality
and imagination.
Outstanding
team/practical/professional
skills.
The student has
demonstrated an
exceptional knowledge base
of their discipline with
extraordinary originality and
autonomy. Exceptional
management of learning
resources with a high regard
for autonomy and
exploration that clearly
exceeds the assignment
brief. Exceptional structure
with highly accurate
expression.

40 marks 0-11 12-15 16-19 20-23 24-27 28-31 32-35 36-40
Marketing mix
and Measures of
Success

The task was not
followed, and there
was minimal,
deficient or no
evidence of the
assessment criteria
having been met.
The student has
demonstrated little
evidence of
knowledge of the
Marketing mix and
Measures of Success
with limited use of
related taught
The student has
demonstrated an
adequate knowledge
base of the Marketing
mix and Measures of
Success. Basic
definitions may be
The student has
demonstrated a sound
knowledge base of the
Marketing mix and
Measures of Success.
Provided a sound
definition but could be
The student has
demonstrated a good
knowledge base of the
Marketing mix and
Measures of Success,
Good definitions with
clear examples, good
underpinning of models
The student has
demonstrated an
excellent knowledge
base of the Marketing
mix and Measures of
Success with detailed
definitions and
The student has
demonstrated an
outstanding knowledge base
by exploring and evaluate
the Marketing mix and
Measures of Success with
The student has
demonstrated an
exceptional knowledge base
of their discipline and
related theory with
extraordinary originality and
autonomy. The student will
Page 6 of 11

For example, the
student did not
submit the correct
work or follow any
part of the brief and
has major problems
with the report’s
structure, for
example, submitting
an essay.
Additionally, the
evaluation was not
underpinned by
learnt models and
theories from the
module and the
work generally
lacked application
to the chosen
organisation.
models and theories
at a superficial and
descriptive level. It
will also have limited
application to the
chosen organisation.
Limited research
skills are shown, and
there are significant
problems with the
report’s structure or
limited accuracy in
expression. Limited
evidence of
interaction with
learning materials
provided and adequate
knowledge of models
and theories and
discusses
superficially/generically
how this could be
applied to the chosen
organisation.

Some problems with the
structure of the report
and some omission of
sources.
Adequate use of
learning resources with
little self-direction. The
work is largely
descriptive. Some
difficulty with structure
and accuracy in
expression but
developing
practical/professional
skills.
more detailed, likely to
have mostly specific
data (some generic also
present) with some
autonomy in research
but needs to be more
consistent. Relatively
structured and mainly
accurate expression.

Sound use of learning
resources. Acceptable
structure/accuracy in
expression.
Sound level of
academic/intellectual
skills going beyond
description at times.
Sound
practical/professional
skills. Inconsistencies in
self-direction.

and theories learnt in
the module, likely to be
specific to the chosen
organisation. Good
management of
learning resources with
consistent self-directed
research. The report is
expected to be well
structured with
accurate expression in
most areas.
excellent applied
examples underpinned
by learnt models and
theories. The models
and theories will be
highly relevant to the
chosen organisation.

Excellent management
of learning resources
with consistent self
directed research. The
report is well
structured, accurately
expressed in most
areas.

evident originality and
autonomy of research skills.
Arguments and evaluation
will be underpinned with
relevant and models and
theories. The work will
exceed the assessment
brief in many areas,
demonstrate intellectual
originality. Outstanding
management of learning
resources with a degree of
autonomy/exploration that
clearly exceeds the brief.
An exemplar of
structured/accurate
expression. Demonstration
of intellectual originality
and imagination.
Outstanding
team/practical/professional
skills.
demonstrate exceptional
evaluation of data exploring
and analysing with
extraordinary originality and
autonomy.

50 marks 0-14 15-19 20-24 25-29 30-34 35-39 40-44 45-50
Academic Skills Very weak research,
academic
referencing skills;
Harvard referencing
The student has
demonstrated weak
research, academic
skills with many
omissions or wrong
The student has
demonstrated adequate
research, academic
skills and may or may
The student has
demonstrated sound
research, academic
skills and has some
omissions and some
The student has
demonstrated good
research, academic
skills and may or may
not have minor
The student has
demonstrated excellent
research, academic
skills with no omissions
throughout. Harvard
The student has
demonstrated outstanding
academic skills with no
omissions throughout.
The student has
demonstrated exceptional
research, academic skills
and has extraordinary
Page 7 of 11

not followed or
missing. Major
omissions of many
references.
Entirely missing an
introduction,
company profile and
conclusion, or one
or more is missing.

references
throughout.

Incomplete or weak
introduction,
company profile and
conclusion.
not have omissions or
incorrect referencing.
Harvard style is
followed but likely not
consistent.
Adequate introduction,
company profile and
conclusion.

incorrect referencing.
Harvard style mostly
followed with some
lapses.

Sound introduction,
company profile and
conclusion.
omissions. Mainly
consistent throughout
with Harvard style.

Good introduction,
company profile and
conclusion.
referencing is
consistent throughout
and may or may not
have some originality of
sources that exceed the
assessment criteria.

Excellent introduction,
company profile and
conclusion.
Harvard referencing is
consistent with obvious
originality of sources that
exceeds the assessment
expectations.
Outstanding introduction,
company profile and
conclusion.
originality and autonomy of
sources.
Exceptional introduction,
company profile and
conclusion.
10 marks 0-2 3 4 5 6 7 8 9-10
Page 8 of 11
Page 9 of 11

Mark
Bands
Outcome
Characteristics of Student Achievement by Marking Band for ARU’s Generic
Learning Outcomes (Academic Regulations, Section 2)
Knowledge &
Understanding
Intellectual (thinking), Practical, Affective
and Transferable Skills
90-
100%
Achieves
module
outcome(s
)
Exceptional information
base exploring and
analysing the discipline, its
theory and ethical issues
with extraordinary
originality and autonomy.
With some additional
effort, work may be
considered for internal
publication
Exceptional management of learning resources,
with a higher degree of autonomy/ exploration
that clearly exceeds the brief. Exceptional
structure/accurate expression. Demonstrates
intellectual originality and imagination.
Exceptional team/practical/professional skills.
With some additional effort, work may be
considered for internal publication
80-
89%
Outstanding information
base exploring and
analysing the discipline, its
theory and ethical issues
with clear originality and
autonomy
Outstanding management of learning resources,
with a degree of autonomy/exploration that
clearly exceeds the brief. An exemplar of
structured/accurate expression. Demonstrates
intellectual originality and imagination.
Outstanding team/practical/professional skills
70-
79%
Excellent knowledge base,
exploring and analysing the
discipline, its theory and
ethical issues with
considerable originality and
autonomy
Excellent management of learning resources,
with a degree of autonomy/exploration that
may exceed the brief. Structured/accurate
expression. Excellent academic/ intellectual
skills and team/practical/professional skills
60-
69%
Good knowledge base;
explores and analyses the
discipline, its theory and
ethical issues with some
Good management of learning with consistent
self-direction. Structured and mainly accurate
expression. Good academic/intellectual skills
and team/practical/ professional skills
Page 10 of 11

originality, detail and
autonomy
50-
59%
Sound knowledge base that
begins to explore and
analyse the theory and
ethical issues of the
discipline

Sound use of learning resources. Acceptable
structure/accuracy in expression. Sound level
of academic/intellectual skills, going beyond
description at times. Sound
team/practical/professional skills. Inconsistent
self-direction
40-
49%
A marginal
pass in
module
outcome(s
)
Adequate knowledge base
with some omissions and/or
lack of theory of discipline
and its ethical dimension
Adequate use of learning resources with little
self-direction. Some input to teamwork. Some
difficulties with academic/intellectual skills.
Largely imitative and descriptive. Some
difficulty with structure and accuracy in
expression, but developing
practical/professional skills
30-
39%
A marginal
fail in
module
outcome(s
). Satisfies
default
qualifying
mark
Limited knowledge base;
limited understanding of
discipline and its ethical
dimension
Limited use of learning resources, working
towards self-direction. General difficulty with
structure and accuracy in expression. Limited
academic/ intellectual skills. Still mainly
imitative and descriptive. Team/practical/
professional skills that are not yet secure
20-
29%
Fails to
achieve
module
outcome(s
)
Little evidence of an
information base. Little
evidence of understanding
of discipline and its ethical
dimension
Little evidence of use of learning resources. No
self-direction, with little evidence of
contribution to teamwork. Little evidence of
academic/intellectual skills and significant
difficulties with structure/expression. Very
Page 11 of 11

Qualifying
mark not
satisfied.
imitative and descriptive. Little evidence of
practical/professional skills
10-
19%
Deficient information base.
Deficient understanding of
discipline and its ethical
dimension
Deficient use of learning resources. No attempt
at self-direction with inadequate contribution
to teamwork. Deficient academic/intellectual
skills and major difficulty with
structure/expression. Wholly imitative and
descriptive. Deficient practical/professional
skills
1-
9%
No evidence of any
information base. No
understanding of discipline
and its ethical dimension
No evidence of use of learning resources of
understanding of self-direction with no
evidence of contribution to teamwork. No
evidence academic/ intellectual skills and
incoherent structure/ expression. No evidence
of practical/professional skills
0%
Awarded for: (i) non-submission; (ii) dangerous practice and; (iii) in situations
where the student fails to address the assignment brief (eg: answers the
wrong question) and/or related learning outcomes

T3 2024-5 PMA 010 Coursework Assessment proposed V1