BUS7076 The Integrated Business (Main) Assessment Brief: Individual Report and Group Presentation

BIRMINGHAM CITY BUSINESS SCHOOL

Graduate School of Management

COURSEWORK FRONTSHEET

MODULE TITLE: The Integrated Business (Main)
MODULE CODE: BUS7076
ISSUE DATE: September 2025
GROUP PRESENTATION (In person): January 19th, 2026
GROUP PRESENTATION Submission on Moodle: January 20th at 15:00 (3pm)
INDIVIDUAL REPORT: January 21st, 2026 at 15:00 (3:00pm) on Moodle
Resit Dates: April 13th, 2026 at 15:00 (3:00pm) 
HAND BACK DATE: 15 working days from date of deadline

Learning Outcomes of BUS7076:

Learning outcomes and assessment criteria specific to this assignment:

1. Critically review and analyse the situation of an integrated business using appropriate spreadsheet software, to interrogate contextual data from a marketing and operations perspective, within a globalised business environment.
2. Create a range viable marketing and operations management options and propose and present comprehensive recommendations for a given digital business scenario, whilst ensuring the effective integration and optimisation of marketing and operations.
3. Interpret and evaluate PRME (Principle of Responsible Management Education) to ensure an inclusive and sustainable global economy through incorporating values of responsibility and sustainability in business.
4. Develop excellence in leadership, communication and team collaboration and to reflect on their personal and professional skill development.

This module is 50% Group Presentation and 50% Individual Report assessed. You must achieve 50% or more to pass. Under the University’s Regulations you have one main attempt and one resit attempt opportunity to be assessed and to pass this module.  If you have not achieved a pass in this module after all main and resit attempt have been used, no further opportunities are available and you will be withdrawn from the course.

The marking scheme is provided at the end of this document.

Transferable skills

This assessment will assist in development of the following transferable skills:

Transferable Skill 1: Independence

You will be engaging with independent learning throughout the module in organising your own work/learning schedule. For example, seminar prep., watching online lectures and taking notes, completing online tasks, readings and locating external information relating to the course content. In addition, your assessment requires independently researching, presenting and answering questions about your chosen business case study through Operations Management and Marketing theories.

Transferable Skill 2: Critical thinking and problem solving

You will learn to think critically with the understanding and application of Operations Management and Marketing analysial tools in the case company. You will also learn how to think about resolutions to some of the issues identified in the module content, and in turn applied within your assessment.

Transferable Skill 3: Teamwork

This module is 50% Group Presentation and 50% Individual Report assessed. You would be working in Groups of Maximum 6 students, and demonstrate your research skills and presentation skills as a group in the Operations Management and marketing management of the case company.  

Transferable Skill 4: Communication

You will be involved in small group discussions and make independent contributions to in-class discussions. You will also have the opportunity to contribute to the Group Presentation discussion and research with your colleagues. In addition, the Group Presentation is in-person, and involves both written, pictorial and verbal communication so each of these skills will be developed and used in this module. 

Transferable Skill 5: Ability to work under pressure

You will have deadlines for formative assessment, and you will need to work consistently throughout the module to do well. This will mean you having to set your own schedule of work and keep to your own deadlines to meet the objectives of the module. As this is an applied module, there is a pressure on you to develop a high standard of understanding as well as knowledge to meet the learning objectives of the module to a high standard. 

Transferable Skill 6: Planning and time management

You will need to set your own schedule of independent and group work within your timetable to enable you to fully engage with all elements of this module. You will need to plan how best to complete your development of understanding and research on your case company as a group. You will do this via ensuring that you engage with the necessary readings, research and preparing for seminars, watching provided videos and external online resources, taking notes and organising your thoughts, and organising and scheduling your time to research, design and complete your group presentation for the assessment at the end of the module. 

Transferable Skill 7:  Leadership

Members of each group will be offered the opportunity to take the lead in your group discussions, as well as being encouraged to make contributions to the group discussions. We will engage with topics that will challenge some views, and through your group work, you will learn to reflect on your own views and appreciate those of others, a key skill in good leadership.

BUS7076 The Integrated Business Assessment Brief

Background

The aim of this module is to provide you with the key knowledge and understanding of the integrated nature of business functions focusing specifically on marketing and operations. The module explores in detail the strategic and tactical scope of Marketing and Operations management and the relationships between them. As you will discover there is little point selling a product a business does not have the capability to produce and distribute, similarly there is little profit in making a product that customers do not need or want. 
The purpose of this assessment is to enable you to explore this relationship between demand generation and management and the impact on operations, production and supply chain management to ensure you will fully understand the complexity of matching supply-side to demand-side requirements to achieve strategic fit. 

As part of the module this assessment brief will help you explore these issues within a small group setting. You and your group will develop skills in managerial decision making and professional presentation whilst also developing data analysis skills using spreadsheets.  By working in a small group, you will improve and enhance your ability to communicate and collaborate effectively with others both within the context of an integrated business, but also within the context of your award of ‘MSc Management’, which ever pathway you have chosen. This approach aligns with the programme philosophy that ensures that as a future manager you will be able to make effective decisions that take account of the fast changing external and enterprise environments.

The assessment process incorporates a time-based assessment incorporating an integrated presentation process within a group situation comprising of the presentation within a given business context, as detailed below

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Assessed Group Presentation (15 minutes – Maximum 40 slides) – 50%

In the presentation as part of a group, you will provide a comprehensive situation analysis linked to the marketing management and operations management of the business context. Your presentation should cover a detailed exploration and analysis of the internal and external environment using the theory, concepts, frameworks, tools and techniques as taught on the module. The aim of the analysis is to ensure that you answer the following key questions:

1. What is your evaluation of the strategic and tactical fit of the organisation from a marketing and operations perspective?
2. What would you recommend that the organisation should do to improve its strategic and tactical fit in respect of marketing and operations?

Individual Report (Maximum 2,000 words) – 50%

Based on the new information (at the end of this file) about both the external and internal enterprise situation and you will be required to react by proposing recommendations to optimise the organisation appropriately to this changing situation in the Individual Report together with Group reflection. The Individual Report should therefore answer the following key questions:

1. How could the business optimise aspects of its digital marketing and operations to take advantage of this new situation, through incorporating values of responsibility and sustainability in business?
2. What key reflections can you make about the efficiency and effectiveness of the group and its decision making during the assessment process? In your answer reflect on the group’s strengths and weaknesses, including an assessment of your skills, and develop an action plan to improve future group working.

The assessment process involve an element of peer assessment. See details of the peer assessment process below.
By introducing an element of change within the given business scenario, the assessment mirrors and simulates the challenging situation faced by professional managers in their day-to-day practice, thus realising the programme’s philosophy of theory into practice.  The presentation will develop your verbal communication skills whilst the group-based context will reflect the nature of the integrated business where many individuals from different functional areas come together to make effective management decisions in a dynamic and time constrained environment.

The Business Context

Groups must choose a business from the industry indicated by the module tutor. All groups must choose a business from this industry. All choices MUST be approved by the module tutor before starting work. Companies that only engage in distribution and/or retail activities will not be approved. Companies that only act as sub-contractors to other companies will also not be approved. 

Groups cannot choose the same organisation as other groups so choices are approved on a first come first served basis. Group choices must be made using the link on the module Moodle site as per the guidance provided.

If the chosen organisation operates in multiple geographic markets with multiple products and services, groups can choose to narrow the focus of their analysis to a specific territory/and or brand but should seek approval from their module tutor before doing so.
Groups can make justified assumptions, supported with evidence, about the nature and scope of the chosen business’ internal systems and processes.

Presentation Assessment Constraint

Presentations should demonstrate skills in the use of PowerPoint and spreadsheet software (such as Microsoft Excel) to generate graphs of demand and capacity analysis. Presentations should demonstrate significant evidence of research and the appropriate application of tools, techniques and theories that are related to the subject areas of Marketing and Operations. The Harvard Referencing system should be used throughout. Detail notes should be presented under each slides as additional information to expand from key information or bullet points presenting on the slides.

Guidance and Structure

Part 1 – Group Presentation

Introduction
Company Information
Main body 

1. Operations Management – Apply theories that you have learn in identifying how the case company operates to produce their products / services.
2. Process Mapping
3. External Situational Analysis – PESTEL analysis, Porter’s 5 Forces
4. Internal Situational Analysis – McKinsey 7S Framework, Porter’s Value Chain, SWOT

Conclusion

Recommendation – Marketing and Operations Management

Part 2 – Individual Report

Introduction – case company you are working on (the Group Presentation case company)

New Information Briefing

Present each of the New Situation issues according to the “New Information Briefing”, and to provide solutions / strategies accordingly.

Reflection

Demonstrate your Leadership skill, communication and professional skill especially in a team setting. You can use the Gibbs model.

Conclusion
List of References

BUS7076 Marking Criteria – Group Presentation (50%) – 15 minutes Maximum 40 slides

Level 7 Postgraduate bands

	0-39% Fail	40-49% Fail	50-59%	60-69%	70-79%	80-100%
Criterion 1 Mark: 50% LO1	To review and analyse the situation of an integrated business using appropriate spreadsheet software to interrogate contextual data from a marketing and operations perspective, within a globalised and dynamic digital business environment.
	Insufficient evidence demonstrated of the business and its situation; extensive gaps demonstrated in understanding of integrated business issues; deficient skills in using spreadsheet software to interrogate and present contextual data analysis. Poorly formatted slides with spelling and grammar errors. Lack of presentation evident.	Situational evidence is poorly presented demonstrating a lack of sufficient research and/or situational understanding; many gaps demonstrated in understanding of integrated business issues; insufficient skills in using spreadsheet software to interrogate and present contextual data analysis; some aspects of the presentation are unprofessional (visual format, spelling and grammar).	Situational evidence is presented sufficiently but somewhat descriptively demonstrating only a minimal level of research; some gaps demonstrated in understanding of integrated business issues; skills in using spreadsheet software to interrogate and present contextual data analysis are basic but sufficient; Some presentation errors apparent.	The analysis presented clearly and competently identifies the situation of the integrated business and the digital business issues their-in based on a competently researched evidence base. Use of spreadsheet software clearly demonstrated using more advanced techniques; Presentation slides are formatted professionally with only minimal errors. Presenters are engaging.	Comprehensively covers the situation analysis of the digital business scenario with significant evidence presented demonstrating only minor gaps in understanding of integrated business issues; excellent skills in using spreadsheet software to interrogate and present contextual data analysis yielding interesting insights; no presentation errors (either in design or delivery).	Highly extensive and outstanding levels of evidence of critical analysis of the integrated business aspects of the given scenario; sophisticated insight and understanding of digital business complexity; highly advanced skills in using spreadsheet software. The presentation exudes professionalism at an executive level with regards to supporting slides and other visual content.

Criterion 2 Mark: 25% LO1

To be able to create viable marketing and operations management options and propose and present comprehensive recommendations, whilst ensuring the effective integration and optimisation of marketing and operations