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“5. Assessment

A start-up company has decided to launch an electric car (eco car) and have asked you to advise on this proposed launch.
In particular you should consider:The marketing environment
A strategic marketing plan
Future growth options
You should therefore prepare the marketing plan which covers the following topics:

Section 1: The marketing environment audit
You should:Explain the role of the marketing environment audit
Advise on undertaking the full audit for the macro (external) environment by explaining the topics that should be researched by the company and why these subjects are important
Identify 3 (three) key contemporary trends or changes in the external environment and show how they will impact the company making the eco-car
Undertake an audit of the competition (using Porters Five Forces analysis).Section 2: The marketing plan
The marketing plan should answer three questions:Where do we want to be?
How will we get there?
How well did we do?This means that as a minimum you should include:Include 3-4 clear SMART objectives for duration of the marketing plan together will associated evaluation techniques
Make justified recommendations for the segmentation targeting and positioning (STP) strategy including a positioning map
Explain how each of the 7Ps (with the exception of processes) will be employed making justified recommendations
A particularly detailed marketing promotional strategy for the launch should be provided including key messages and creative concepts aligned to the target market(s).In the report it is important that you include:An explanation of and use of marketing theory including processes marketing models and techniques (and their limitations)
An application of marketing principles to the chosen company
Reference to reading
Report presentation
Section 3: Marketing Research
Advise on a marketing research strategy to ascertain attitudes towards the proposed eco-car. This strategy should include research objectives and justified recommendations for at least 2 primary research methods which could be employed. You should NOT include any proposed questions or undertake any research.

Total word count: 5000 wordsThe assessment weighting for the assignment is 100%.

5.1 Word Count
The word count is 5000 words. Please do not exceed this word count or you will be penalised. The following is an extract from the student academic guidelines which explain what happens if you exceed the word count (for full details these guidelines are published on ARUs website):

Exceeding Word Limits
6.65 A written assignment must not exceed the maximum word limit set for that assignment.
Students are required to enter an accurate word count on the Assignment Cover Sheet.
6.66 When a written assignment is marked the excessive use of words beyond the stated 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.
6.67 In determining the text to be included within the maximum word limit the following items are excluded:Abstracts
Indented quotations (of more than 50 words)
Tables
Figures
Diagrams
Footnotes/endnotes used for reference purposes and kept within reasonable limits
List of references and/or bibliography

5.2 Marking Criteria and Link to Learning Outcomes
This explains how you will be assessed:Topic
Learning Outcome
WeightingSituational Analysis
Demonstrating and evidencing an understanding of the macro and competitive- environments with SWOT/TOWS to analyse findings
LO1
LO3
20Marketing Strategy and Objectives
Explaining the use of information and knowledge in order to set and achieve stated objectives a STP strategy + generic strategies. Clear link to the a series of evaluation appropriate measurements (metrics)
LO1
LO2
20Marketing Programmes
Providing a rationale for the implementation of specific marketing activities in relation to the full marketing mix (4-7Ps) at strategic level.
A particularly detailed marketing promotional strategy for the launch should be provided including key messages aligned to the target market(s).
LO1
LO4
25Marketing Research Strategy
Objectives and justified recommendations for a minimum of 2 primary research methodologies to be employed
LO3
10Theoretical Underpinnings
Use of theories relevant empirical evidence academic models and/or theoretical frameworks
LO2
LO4
15Presentation
Utilises report style while appropriately structured to link the various sections of the report. Written in professional/academic language following Harvard protocols.10

Links between Learning Outcomes and Assessment
Learning Outcome
AssessmentLO1: Comprehend evaluate and demonstrate a critical awareness of the value of marketing management and its component elements in business organisations and of how marketing tools and techniques may apply to marketing situations and critically discuss how these may be used in particular situations
Part 1: The analysis of the marketing environment
Part 2: The marketing planLO2: Demonstrate the importance of using analytical and logical skills in the application of marketing concepts to the development of marketing strategies and plans
Part 1: The analysis of the marketing environment
Part 2: The marketing planLO3: Develop and demonstrate a critically evaluative and systematic approach to the use of research in the development of marketing strategies for organisations in different market positions and in the evolution of marketing practice
Part 1: The analysis of the marketing environment
Part 2: The marketing plan
Part 3: Marketing research strategyLO4: Critically devise and plan a complex marketing strategy and plan which incorporates effective decision making and integrates theory and practice.
Part 2: The marketing plan Part 3: Growth Strategy

Each student will receive an individual mark for their submission of their individual supporting contributions and documentation. It is emphasised that this aspect of the presentation is to be the work of the individual student and should reflect individual research; comprehension of the tasks involved; views; critical awareness; use of theory; interpretation and judgements; use of evidence; evaluation and a systematic approach to the use of research:

All coursework assignments and other forms of assessment must be submitted by the published deadline which is detailed above. It is your responsibility to know when work is due to be submitted ignorance of the deadline date will not be accepted as a reason for late or non-submission.

5.3 Submission of the assignment:
Date: 20th April 2015 by 11.59 PM via Turn it inProcedure: Submission is through Turn-it-in ONLYYou will receive an email from Turn it in asking you to register this module please do this immediately to avoids problems at the time of submissionPreparing your assignments for submission VERY IMPORTANT failure to save your files like this might result in delays getting your marks.Begin by ensuring that your assignment is written in word (or equivalent). Good fonts to use are Calibri and Arial (though we accept Times New Roman) and font size 11/12. Hand-written assignments are NOT accepted.
Anonymous marking but include your student number in the footer: SBLs policy is that all your work should be anonymous at the point of marking; the lecturer does not know whose work he/she is considering. This means your name should be NOT attached to your work but instead you should use your personal student number which can be included in the header/footer of each page

Cover page: Make sure that you include a cover page for the assignment which shows:The name of the course (MBA)
The name of the module (Marketing Management)
Your student number
Your Turn it in number (if known)
The word count (max 5000)Save the assignment and the cover page as one document as name of the module assignment code your student number . For instance if your student number is 12345678 you would save the first assignment MBA MM Assignment 12345678.
NOTE: Late submission to Turn-it-in will be counted as a non-submission and a mark of zero will be awarded for the assessment task in question.
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Copies
You are requested to keep a copy of your work. It is strongly recommended that you keep 2 or 3 copies (one using a Cloud such as iCloud or Dropbox) until the final results have been confirmed in writing by SBL. If for any reason your dissertation / business development plan is lost / corrupted SBL will expect you to have another copy.
It is highly possible that we may ask some students to email their work for moderation purposes. Should you not be able to do this then your work will be counted as a non-submission.

Results
Results are published through Student Portal only. It is important to note that the marks you receive are unconfirmed until after the DAP (see below). This means that potentially marks can change in either direction! Remember that it may take a few weeks before you received your confirmed results.

5.4 Resit Assignment

You must achieve a mark of 40% in order to pass this module. Should you not do so you will be able to undertake a resit assignment which is explained below. You mark for this resit will be capped at 40% (which means that 40% is the maximum grade you can achieve for this module).

The Topic:

Knowing that you are studying for an MBA your friend has asked you to advise her about writing a marketing plan for a new book shop she wishes to open in London.
She is keen that you specially consider:The marketing environment is which the attraction will operate
A clear strategy for the segmentation targeting and positioning strategy
An operational marketing plan.
You should therefore prepare the marketing plan which should be divided into 3 sections: 1: Guidelines regarding the analysis of the marketing environment
2: A strategic and tactical marketing plan
3: Future growth options for the attraction (assuming the initial plans are successful).
Guidelines for undertaking the proposal
Section 1: The analysis of the marketing environmentThis first section you answer the question where are we? by undertaking a marketing environment audit. This part of the report should include an explanation of the role of the analysis and give guidelines regarding how the attraction should audit:
the macro (external) environment
the micro (internal) environment
the competition (using Porters Five Forces analysis).Indicative word count 2000 words Section 2: The Marketing PlanThe marketing plan should answer the remaining three questions:Where do we want to be?
How will we get there?
How well did we do?Where do we want to be? You should advise on clear SMART objectives for the new attraction
How well did we do? There should be two sections:The first section is the strategy and you should (as a minimum) make justified recommendations for the STP strategy so that you have a clear target market which will be receptive to the proposed bookshop. You might also include Porters generic strategy to show the direction of the attraction.
You should incorporate academic models into your report and evaluate their effectiveness The second section should explain your advice relating to the tactical marketing plan and how it could be developed in line with the chosen target market. You should discuss each of the 7Ps (with the exception of processes) and make justified recommendations.
Academic theory should again be included wherever possible and evaluated. How well did we do? In the final section you should explain the role of evaluation as well as discussing the control and evaluation techniques and matrices you plan to use again giving reasons for your choices.
Indicative word count 3000 words / Learning Outcome 2+4

In the report it is important that you include:
An explanation of and use of marketing theory including processes marketing models and techniques
An application of marketing principles to the chosen company
Reference to reading
Report presentation Total word count: 5000 words
Resit Marking Criteria
Topic
Learning Outcome
Weighting Situational Analysis
Demonstrating and evidencing an understanding of the macro and competitive- environments with SWOT/TOWS to analyse findings
LO1
LO3
20Marketing Strategy and Objectives
Explaining the use of information and knowledge in order to set and achieve stated objectives a STP strategy + generic strategies. Clear link to the a series of evaluation appropriate measurements (metrics)
LO1
LO2
20Marketing Programmes
Providing a rationale for the implementation of specific marketing activities in relation to the full marketing mix (7 Ps) at strategic level.
LO1
LO4
30Theoretical Underpinnings
Use of theories relevant empirical evidence academic models and/or theoretical frameworks
LO2
LO4
20Presentation
Utilises report style while appropriately structured to link the various sections of the report. Written in professional/academic language following Harvard protocols.

10
Feedback
You are entitled to feedback on your performance for all your assessed work. For all assessment tasks which are not examinations this is provided by a member of academic staff completing the assignment coversheet on which your mark and feedback will relate to the achievement of the modules intended learning outcomes and the assessment criteria you were given for the task when it was first issued.
Examination scripts are retained by School of Business and Law and are not returned to students. However you are entitled to feedback on your performance in an examination and may request a meeting with the Module Leader or Tutor to see your examination script and to discuss your performance.
It is important to note that in these cases the marks for these pieces of work are unconfirmed until after the DAP (see below). This means that potentially marks can change in either direction!