Assignment Question Task 1 – 400 words You work for a professional organization for marketers. One of the activities that the organisation undertakes is to evaluate the marketing activities of different companies and produce a list of ‘A’- classed marketers. You are asked to carry out research into two possible contenders for inclusion on the list. You need to complete the following tasks as part of your research project.
1.Describe how marketing techniques such as branding and relationship marketing are used to market products in two organisations. You need to choose one product or service from each organisation to undertake this task.
2.Describe the constraints and limitations under which marketers operate, making use of examples to explain your points.
Assessment Criteria 1.1: Describe and compare how two organisations use different types of marketing technique to achieve their target
1.2: Describe the limitations of marketing
Assessment Guidance Make sure that you understand the various techniques that are listed in the content section of the specification. Try to find out if the companies you choose use any of these techniques. Try to find examples of where laws have been contravened (broken to any degree). Check useful websites are those belonging to Trading Standards and the Advertising Standards Authority. Task 2 – 200 words From Task 1, choose one of your selected organisations and investigate its use of market research.
Describe how your selected organisation or any other organisation uses market research to develop a marketing plan. Assessment Criteria 2.1: Identify how a selected organisation use marketing research to develop a marketing plan
Assessment Guidance Remember that market research covers a wide area and you can include everything the business does to collect information about its marketplace. Task 3 – 200 words From Task 2:
You need to explain how and why groups of customers are targeted for selected products (Based on the organisation chosen) Assessment Criteria 3.1: Describe how and why selected organisation targets their group of customers.
Assessment Guidance Make sure that you understand the main bases for segmentation. The better a business can describe its target market, the better chance there will be of success. Task 4 – 200 words From previous tasks, as you have chosen an organisation, now you shall
Develop a coherent marketing mix for a new product or service. Assessment Criteria 4.1: Describe how a selected organisation develops a coherent marketing mix for a new product
Assessment Guidance Make sure you understand what the elements are of the marketing mix, and how these can be altered to service the targeted market. BM303 Assessment Marking and Grades Qualifi uses a standard marking rubric for all assignments, and you can find the details at the end of this document. Unless stated elsewhere, Learners must answer all questions in this document.
Distinguished
Excellent
Good
Proficient
Basic
Marginal
Unacceptable
Criteria
80+
70
60
50
40
30
0
Content (alignment with
assessment criteria)
Extensive evaluation and synthesis of ideas; includes substantial original thinking
Comprehensive critical evaluation and synthesis of ideas; includes coherent original thinking
Adequate evaluation and synthesis of key ideas beyond basic descriptions; includes original thinking
Describes main ideas with evidence of evaluation; includes some original thinking
Describes some of the main ideas but omits some concepts; limited evidence of evaluation; confused original thinking
Largely incomplete description of main issues; misses key concepts; no original thinking
Inadequate information or containing information not relevant to the topic
Application of Theory and Literature
In-depth, detailed and relevant application of theory; expertly integrates literature to support ideas and concept
Clear and relevant application of theory; fully integrates literature to support ideas and concepts
Appropriate application of theory; integrates literature to support ideas and concepts
Adequate application of theory; uses literature to support ideas and concepts
Limited application of theory; refers to literature but may not use it consistently
Confused application of theory; does not use literature for support
Little or no evidence of application of theory and relevant literature
Knowledge and Understanding
Extensive depth of understanding and exploration beyond key principles and concepts
Comprehensive knowledge and depth of understanding key principles and concepts
Sound understanding of principles and concepts
Basic Knowledge and understanding of key concepts and principles
Limited and superficial knowledge and understanding of key concepts and principles
Confused or inadequate knowledge and understanding of key concepts and principles
Little or no evidence of knowledge or understanding of key concepts and principles
Presentation and Writing Skills
Logical, coherent and polished presentation exceeding expectations at this level; free from errors in mechanics and syntax
Logical, coherent presentation demonstrating mastery; free from errors in mechanics and syntax
Logical structure to presentation; makes few errors in mechanics and syntax which do not prohibit meaning
Orderly presentation; minor errors in mechanics and syntax
Somewhat weak presentation; errors in mechanics and syntax may interfere with meaning
Confused presentation; errors in mechanics and syntax often interfere with meaning
Illogical presentation lacking cohesion; contains significant errors that interfere with meaning
Referencing
Advanced use of in- text citation and references
Mastery of in-text citation and referencing
