Marketing Strategy

Assignment Guide

Module Leader: Sudipta DasEmail: sudipta.das@sunderland.ac.uk

Marketing Strategy

MKT – 306

Assignment Guide – 2013 -14

Module Leader: Sudipta DasEmail: sudipta.das@sunderland.ac.uk

Marketing Strategy

Module Leader: Sudipta Das

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Introduction to the Assignment:

Please read all instructions and information carefully. You are required

to submit your work under the University Infringement of Assessment

Regulations. Your assignment must be submitted to your Study Centre

in hard copy with an accurately and clearly completed Assignment

Cover Sheet, and an electronic copy on CD in an envelope [hole

punched or safely secured into your plastic file or assignment wallet].

Please do not include a plastic CD case/box and remember to write

your student code and assignment code clearly onto the disc and

envelope.

You will need to achieve an overall mark of 40% in order to

successfully complete this module.

Sudipta Das

Module Leader - MKT 306

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Assignment:

Assignment Brief:

Luxury hotels are one of the most versatile and resilient businesses that struggled

and survived through the current economic crisis. From the fundamentals of

advanced marketing strategy to the principles of services marketing govern the

way this industry operate and flourish. The recent changes in consumer purchase-

power, business distributions, and geo-demographics of the target markets in this

industry certainly make it an interesting sector to investigate as part of this

assignment.

The task is divided into two parts (Part 1 & Part 2) and candidates are expected

to address both.

Mode of Assessment: Individual Report

Weighting: 100%

Module Assessor: Sudipta Das

Issue Date: 8TH November 2013

Submission Date: 6th January 2014

Word Count: 3500 words (+/- 10%)

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Your task is to identify a Global Luxury Hotel brand**; and then analyse, evaluate

and prepare an individual report (3500 words +/- 10%) addressing the following

issues…

Part 1:

Using appropriate sources, identify their existing marketing strategy and

value creation process [Weightage - 30%]

Research, analyse and evaluate the key strengths and weaknesses of their

existing marketing strategy

[Weightage - 30%]

Part 2:

Using appropriate theories (and real-life/academic case studies) suggest

alternative strategic approach for increasing their market share, profitability,

and long term value creation [Weightage - 40%]

Candidates are encouraged to evaluate, analyse, and recommend marketing

strategies for their chosen company within a specific context of their choice (i.e.

UK, Germany, Malaysia, Trinidad etc.). For the purpose of this assessment

students need to focus on marketing strategies been used mainly at the B2C level.

Your arguments, findings and recommendations should be supported by theories,

facts and figures published within academic books, journal articles, recognised

business magazines and market intelligence reports.

** Your chosen brand should be internationally recognised and

they MUST have a must have a website.

N.B. Please note the maximum word count excludes Appendix and References.

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Submission Policies:

1. You are required to submit your work within the bounds of the University

Infringement of Assessment Regulations.

2. Your assignment must be submitted to your Study Centre in hard copy with

an accurately and clearly completed Assignment Cover Sheet and an

electronic copy on CD put into an envelope, hole punched or safely secured

into your plastic file or assignment wallet.

3. Please do not include the plastic CD case/box and remember to write your

student code and assignment code clearly onto the disc and envelope..

4. All works submitted MUST be original. If under any circumstances a

student is found to be violating any of the 'Academic Integrity' rules, the

university deserves the right to take legal and disciplinary actions against

the individual.

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Assignment Structure:

This is an individual assignment as a single report in two parts, and it may contain

the following sections:

Title page

Executive Summary

Table of contents

Introduction

Methodology

Situational Analysis – current strategies

Segmentation Targeting & Positioning (STP)

Differential advantages/weaknesses (USP) (SWOT) (PESTLE)

Recommended objectives and goals (SMART)

Recommended Marketing Strategies and Programmes

Conclusion

Bibliography (with references)

An electronic copy on CD

Please remember that this is only a rough guideline and candidates are

encouraged to structure their report according to their own preferences.

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Detailed Explanation of Individual Sections:

You’re aiming for a 3500 word report following the given structure…

Title: In a short report this may simply be the front cover. In a long one it could also

include Terms of Reference, Table of Contents and so on.

Executive Summary: Give a clear and very concise account of the main points,

main conclusions and main recommendations. Keep it very short, about a page or

a few % of the total length. Some people, especially senior managers, may not

read anything else so write as if it were a short stand-alone document. It isn’t but

for some people it might as well be. Keep it brief and free from jargon so that

anyone can understand it and get the main points. WRITE IT LAST, but do not

copy and paste from the report itself; that rarely works well.

Introduction: This is the first part of the report proper. Use it to paint the

background to ‘the problem’ and to show the reader why the report is important to

them. Give your terms of reference (if not in the Title Section) and explain how the

details that follow are arranged. Write it in plain English.

Current Situation: This is where you report the facts as they are now. It will

probably have several sections or sub-sections each with its own subtitle. It is

unique to your report and will describe what you discovered about ‘the problem’.

Take care to answer the exact question which has been set – if you write about

retail outlets when the question is about a specific brand you will lose valuable

marks and possibly fail. If in any doubt ask your tutor!

These sections are most likely to be read by experts so you can use some

appropriate jargon but explain it as you introduce it. You are supposed to be

demonstrating your understanding of the topic so this is a great opportunity to

arrange the information logically, putting things in order of priority -- most important

first. In fact, follow that advice in every section of your report. You may choose to

include a Discussion in which you explain the significance of your findings but

remember to use a report style structure throughout your work.

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Recommendations: This is the heart of your report. What do you suggest should

be done? Don’t be shy; you did the work so state your recommendations in order

of priority, and in plain English. Again it will probably have several sections or sub-

sections each with its own subtitle

Conclusions: Present the logical conclusions of your investigation of ‘the

problem’. Bring it all together and maybe offer options for the way forward. Many

people will read this section. Write it in plain English. If you have included a

discussion then this section may be quite short.

Appendices: Put the heavy details here, the information that only specialists are

likely to want to see. As a guide, if some detail is essential to your argument then

include it in the main body, if it merely supports the argument then it could go in an

appendix. Make sure you signpost this information in the main body of your report.

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Marking Scheme

1st (70+%)

An excellent assignment. It demonstrates a high level of understanding of the

learning outcomes. The report provides evidence of significant understanding of

marketing strategy theory/techniques and its application to the selected

organisation. All decisions are logical, coherent, fully justified, explained succinctly

and coherently, but also demonstrates a high level of insight and originality. The

presentation is of a very high standard demonstrating a professional approach

which is generally free of errors.

2:1 (60-69%)

A very good assignment. It demonstrates a reasonably high level of understanding

of the learning outcomes. The assignment provides evidence of understanding of

marketing strategy theory/techniques and its application to the selected

organisation. All decisions are logical, justified and explained however are less

strong in terms of insight and originality. The presentation is of a high standard

and predominantly free from errors.

2.2 (50-59%)

A good assignment. It demonstrates a sound understanding of the learning

outcomes. The report provides evidence of understanding of marketing strategy

theory/techniques and its application to the selected organisation, though this may

be somewhat limited. Most decisions are appropriate however are less strong in

terms of insight, logic and originality. The presentation is adequate.

3rd (40-49%)

A satisfactory assignment. It demonstrates an understanding of the learning

outcomes. The report provides evidence of understanding of marketing strategy

theory/techniques and its application to the selected organisation, although this is

limited. Decisions are appropriate however lack coherence, insight and logic. The

presentation is adequate, but lacks cohesion.

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Grade F (<40%)

An unsatisfactory assignment which demonstrates a lack of understanding of the learning

outcomes and has not answered the question. It contains some elements of marketing

strategy/techniques applied to the context however is not wholly appropriate. The

assignment lacks logic, coherence, originality and insight. The presentation is poor with a

number of errors.

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Generic Assessment Criteria – Undergraduate

These should be interpreted according to the level at which you are working and related to the assessment criteria for the module

Categories

Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature

Pass

86 –

100%

The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also

ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in

all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.

76-85% The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence

showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the

categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

70 – 75%

The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence

showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be excellent in the majority of the categories

cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

60 – 69%

Directly relevant to

the requirements of

the assessment

A substantial

knowledge of relevant

material, showing a

clear grasp of

themes, questions

and issues therein

Good analysis,

clear and orderly

Generally coherent and

logically structured, using an

appropriate mode of

argument and/or theoretical

mode(s)

May contain some

distinctive or

independent thinking;

may begin to formulate

an independent position

in relation to theory

and/or practice.

Well written, with

standard spelling and

grammar, in a

readable style with

acceptable format

Critical appraisal of up-to-

date and/or appropriate

literature. Recognition of

different perspectives. Very

good use of source material.

Uses a range of sources

50 – 59%

Some attempt to

address the

requirements of the

assessment: may

drift away from this in

less focused

passages

Adequate knowledge

of a fair range of

relevant material, with

intermittent evidence

of an appreciation of

its significance

Some analytical

treatment, but may

be prone to

description, or to

narrative, which

lacks clear

analytical purpose

Some attempt to construct a

coherent argument, but may

suffer loss of focus and

consistency, with issues at

stake stated only vaguely, or

theoretical mode(s) couched

in simplistic terms

Sound work which

expresses a coherent

position only in broad

terms and in uncritical

conformity to one or

more standard views of

the topic

Competently written,

with only minor lapses

from standard

grammar, with

acceptable format

Uses a variety of literature

which includes some recent

texts and/or appropriate

literature, though not

necessarily including a

substantive amount beyond

library texts. Competent use

of source material.

40 – 49% Some correlation

with the

requirements of the

assessment but

there is a significant

degree of irrelevance

Basic understanding

of the subject but

addressing a limited

range of material

Largely descriptive

or narrative, with

little evidence of

analysis

A basic argument is evident,

but mainly supported by

assertion and there may be a

lack of clarity and coherence

Some evidence of a

view starting to be

formed but mainly

derivative.

A simple basic style

but with significant

deficiencies in

expression or format

that may pose

obstacles for the

reader

Some up-to-date and/or

appropriate literature used.

Goes beyond the material

tutor has provided. Limited

use of sources to support a

point. Weak use of source

material.

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Fail

35 – 39% Relevance to the

requirements of the

assessment may be

very intermittent, and

may be reduced to

its vaguest and least

challenging terms

A limited

understanding of a

narrow range of

material

Heavy dependence

on description,

and/or on

paraphrase, is

common

Little evidence of coherent

argument: lacks development

and may be repetitive or thin

Almost wholly derivative:

the writer’s contribution

rarely goes beyond

simplifying paraphrase

Numerous

deficiencies in

expression and

presentation; the

writer may achieve

clarity (if at all) only by

using a simplistic or

repetitious style

Barely adequate use of

literature. Over reliance on

material provided by the tutor.

The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied.

30 – 34% The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the

learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.

15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the

learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.

0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show

that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.

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