5MK006 Marketing Planning Assessments

By April 20, 2018Academic Papers

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Faculty of Social Sciences – Assessment Brief for Students – 2017 / 2018



Assessment brief (if appropriate, please refer to module assessment briefing document)


In small groups of up to 4 students each you need to decide among yourselves which of the new segments that the group members arrived at in the individual report should be the group’s choice to develop a marketing plan for and the respective company should be assumed the one you work for. As a marketing team you have been asked by the management to prepare a marketing plan for your segment based on either of the two scenarios below (providing the company has resources for):

·       A group of existing customers who you consider to have common interests in a new product.

·       A potential new market (customers) that you can target with a new product offering.

Your report should contain sufficient evidence from secondary sources you believe to be appropriate to support your marketing plan.  All points and assumptions should clearly be justified in your marketing plan.

Group Report Structure

You are strongly advised to follow the report structure below:

Use Arial 12-point and double line spacing

Front Page

This should contain the following information: module code & title, the name of your chosen company, student numbers of the group members and the word count.

Second Page

This should be the Table of Contents page.

Executive Summary (on a new page)

The Executive Summary (200 words maximum but will not be part of the 3000 words count), is normally written after all sections of the report have been completed and includes the essential details of the report, such as:

Ø  Highlight of main points

Ø  Major findings

Ø  Main conclusion points

Introduction (on a new page)

This will be about a paragraph to act as a brief introduction of your chosen company. Any further detailed information on the company should be placed in an appendix.

Fifth Page: Section 1 – Mission, Aims & Objectives (on a new page)

·       Organisation’s mission statement

·       Organisation’s aims/objectives

·       Marketing mission statement 

(Note: a marketing mission statement is a subset of the corporate mission statement in which the focus will be on the underlying marketing needs, customer benefits and customer satisfaction. That is, you need to state the benefits of your product offering, to whom the product is targeted, and at what price.  For example, Volvo attempts to sell the benefit of road safety to safety-minded parents at a price premium. So, for this you need to read the corporate mission statement of the company you will do the marketing plan for). 

Section 2 – Situation Analysis (on a new page)

·       An overview of the internal and external analysis that was covered in the individual report only, while the specific SWOT matrix and PLEST factors should be appended.


Section 3 – Market Analysis (on a new page)

§  Consumer demographics

§  Market share & trends


Section 4 – Marketing Strategies (on a new page)

§  Marketing, Financial and Societal objectives (3-4 objectives for each)

§  Core target markets

§  Basis for competing

§  Desired positioning strategy


Section 5 – Marketing mix (on a new page)

§  Product

§  Price

§  Place

§  People, physical evidence and process

Section 6 – Promotional and Communication plan (on a new page)

§  Advertising

§  Sales promotion

§  Online and digital marketing

§  Other promotions

Section 7 – Planning Budgets and Forecasts (on a new page)

§  Planning Sales forecasts

§  Projected profit and loss statement

Section 8 – Implementation, Monitoring and Control (on a new page)



References (Not included in the word count)

Use marketing textbooks and academic journal articles as sourced materials You must use the Harvard Citation and Referencing System. The Learning Centres of the University of Wolverhampton have produced a document called Harvard Referencing Guide which contains useful information supported by clear examples on how to cite and reference sources using the Harvard System. You can find this by following the link at: www.wlv.ac.uk/lib or see Module Resources folder for a copy of it.

Appendices (Not part of the word count and no more than 10 sides of A4)

This will include:

·       SWOT & PLEST details

·       Background data  & information

·       Market research findings and other relevant information


·       Append information you see as relevant to your report and part of your secondary research.


Assessment Criteria (The actual assessment components for this assignment)


Weighting (If applicable)

Relevancy and outcomes of the methods and techniques used for analysing the marketing environments including the appropriateness of the proposed segmentation, targeting and positioning within the marketing plan for the success of the chosen brand/product.


The appropriateness of the planned integrated marketing mix tools to the development of the chosen brand/product.


The extent of addressing all sections of the marketing plan including controls and budgets


Communicate effectively: report writing skill, including report presentation



Pass mark

Undergraduate                                                                                                                        40%


Performance descriptors in use;

·       University of Wolverhampton                                                                                                Yes  

·       Professional or Statutory Body                                                                                             Yes  

·       Module specific                                                                                                                       Yes  

·       Other (specify below)                                                                                                                               No  


Return of assessments

(Instructions for return / collection of assessments)

4 weeks from the submission date

Marks and feedback sheets will be provided electronically



This assessment is testing Module Learning outcomes

Tick if tested here


Demonstrate an understanding of what is involved in Marketing Planning across a wide range of businesses customers and the required knowledge about the market environment, customers and competitors.



Demonstrate the ability to research data and information sources appropriate for a specific marketing situation



Discuss the roles of the various stages of marketing planning process and their inter-links leading to the creation of an effective written marketing plan.



Develop appropriate plans of monitoring, implementation and control system for a marketing plan including identifying the required success measurements.



Additional information for students

The University’s Learning Information Services have produced a series of guides covering a range of topics to support your studies, and develop your academic skills including a guide to academic referencing http://www.wlv.ac.uk/lib/skills_for_learning/study_guides.aspx

Your module guide and course handbook contain additional and important information regarding;

·   The required referencing style for your assignment.*

Whilst many modules require referencing in accordance with the Harvard Referencing convention, some modules – for example those within the School of Law – require Oxford Referencing. Please familiarise yourself with the requirements of your module.


·   Submission of your work

·   Marking, feedback and moderation in accordance with the University of Wolverhampton Assessment Handbook

·   Extensions on submission dates *

·   Additional support *

·   Academic conduct with regards to cheating, collusion or plagiarism *

·   Links to appropriate sources of relevant information *


* Further information regarding these and other policies can be accessed through your student portal on wlv.ac.uk.


Always keep a copy of your work and a file of working papers

The requirement to keep a file of working papers is important.  There may be circumstances where it is difficult to arrive at a mark for your work. If this is the case, you may be asked to submit your file and possibly meet with your tutor to answer questions on your submission. 

When you submit your work you will be required to sign an important declaration confirming that:

·       The submission is your own work

·       Any material you have used has been acknowledged and appropriately referenced

·       You have not allowed another student to have access to your work

·       The work has not been submitted previously.


The following information is important when:

·       Preparing for your assignment

·       Checking your work before you submit it

·       Interpreting feedback on your work after marking. 


Module Learning Outcomes

                     Module Learning Outcomes are specific to this module, and are set when the module was validated.


Assessment Criteria

The module Learning Outcomes tested by this assignment, and precise criteria against which your work will be marked are outlined in your assessment brief.


Performance Descriptors

Performance descriptors indicate how marks will be arrived at against each of the assessment criteria. The descriptors indicate the likely characteristics of work that is marked within the percentage bands indicated. 

To help you further:

  • Re-sit opportunities are available for students who are unable to take the first sit opportunity, or who need to re take any component.

·       Refer to the VLE topic for contact details of your module leader / tutor, tutorial inputs, recommended reading and other sources, etc.   Resit details will also appear on the VLE module topic.

·       The University’s Learning Information Services offer support and guidance to help you with your studies and develop your academic skills http://www.wlv.ac.uk/lib/skills_for_learning/study_guides.aspx




















FoSS Generic Assessment Performance Descriptors

Based on – University Performance Descriptors (updated September 2015)

Note that these are generic descriptors that apply mainly, though not exclusively, to written academic work. The relevant performance descriptors for the appropriate level (as below) should appear in the module guide.

Any further module-specific assessment criteria, such as number of words, should be clearly stated in the assignment brief.


The pass rate at level 5 = 40%







Exceptionally detailed and original response to the assignment, with critical use of independently sourced contextual material. Outstanding demonstration of linked understanding of relevant theory, concepts and models. Extremely well structured with high level of analysis.     

No obvious errors in referencing or grammar or syntax as appropriate.

Very full, independent response to the assignment with totally relevant material which is well beyond any module input, demonstrating independent study. Excellent understanding and application of relevant theory, concepts and models. Very clear logical structure.   

Very few errors in referencing or grammar or syntax as appropriate.

Full response to the assignment with all content relevant and focused. Very good understanding of relevant theory, concepts and models. Application of appropriate theory to examples/practice, demonstrating a rigorous approach to a variety of ideas, contexts and frameworks.  

Few errors in referencing or grammar or syntax as appropriate.

Answers most if not all detailed aspects of the question. Content mainly relevant and accurate. Good knowledge and understanding of relevant theory and concepts and application of theoretical models. Evidence of a developing appreciation of contextual issues.  

Some small repeated errors in referencing or grammar or syntax as appropriate

Main issues addressed and solid attempt to answer question. Some relevant content applied. Sound knowledge and understanding of relevant theory and concepts and identification of main issues   

Some repeated errors in referencing or grammar or syntax as appropriate.


40% Pass Mark


Compensatable Fail







Satisfactory attempt to address question/issues with some content relevant to assignment topic. Demonstration that the learning outcomes have been met. Material engages with relevant module materials, but largely repeats taught input and lacks development or personal interpretation. Some general understanding of topic theory and concepts. Lacks coherence. 

Several repeated errors in referencing or grammar or syntax as appropriate.

Some learning outcomes and / or assessment criteria not met.  

Questions not answered fully.  Content not wholly relevant. Little or no evidence of understanding of relevant theory. Very repetitive of taught input – no development or application. The use of extensive quoted passages evident.  

Evidence of sufficient grasp of learning outcomes to suggest that the student will be able to retrieve the module on resubmission.

No learning outcomes fully met. Little attempt to engage with the module materials or ideas.

Little attempt to engage with assignment brief and has not met learning outcomes. Inadequate demonstration of knowledge or understanding of key concepts, theories or practice.

No real attempt to address the assignment brief or learning outcomes




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