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MGT233 Coursework Code: MGT233-1 (Individual assessment)
Essentials of Marketing
Electronic submission only through Blackboard
You are now allowed to utilise the Turnitin Check before the assignment deadline which can be accessed via the information room. This allows you to
generate an originality report and use this to improve your referencing and citation skills.
Please note: Turnitin Check is NOT the final submission – you still need to submit your work to the Assignment Link on the module
Blackboard site, otherwise it will be marked as Not Submitted.
You should note that the time of submission is taken from once the document has been successfully uploaded and confirmed – this may take more than
five minutes during busy periods. Late penalties will be applied to any work submitted from 12.01pm on Thursday 19th May 2022 onwards. Details of
how to calculate a late penalty can be found in your programme Handbook. It is your responsibility to ensure the correct document/file has uploaded
successfully.
When submitting students must:
1. Include a completed cover sheet (available from Blackboard)
2. Use ‘Student Number, MGT233-1 (e.g. 190011001 MGT233-1) as the document’s file name and also as the Assignment Title in Turnitin.
If you do not comply with the above requirements you will receive a penalty deduction of 5 marks.
Contribution to Final Mark for Module: 100%
Maximum Word Length: 3,000 words (No excesses).
The submission must be in report format, i.e. using headings, subheadings, diagrams, tables, models, frameworks, narrative and bullet-points and
references. The word count ONLY EXCLUDES the cover sheet, title page (not the executive summary), contents page, appendices and reference list.
EVERYTHING else is included in the word count.
If you exceed the word length you will be penalised. For details see the Management School Handbooks.
Please note that SUMS does not have a word count tolerance - it is a stated maximum as outlined above.
Requirements: Students must choose an individual product or service ITEM (not a line or company) and undertake an analysis of the following:
1. A competitor and consumer behaviour analysis (20%)
2. Marketing mix analysis (45%)
3. Segmentation, targeting and positioning analysis (35%)
The analysis must be based in 2021/2022 and you must support your analysis with evidence from current academic and industry literature.
When choosing the product or service item, students must:
Choose one country in which to base their analysis
Ensure the product or service item is currently for sale in the chosen country
Ensure there is sufficient supporting evidence available in the public domain to undertake the required analysis
Assessment
criteria
<40%
(Fail)
40-44%
(Pass)
45-49%
(3rd class)
50-59%
(2.2 )
60-69%
(2.1)
70-79%
(1st class)
80-100%
(1st class)
Structure of the
report (5%)
Fails to include all
three sections and
Fails to include all
three sections and
Includes all three
sections but none
Includes all three
sections but more
Includes all three
sections but less
Includes all three
sections but at
Includes all three
sections with
none are in line with
the given
weightings.
only some of the
sections are in line
with the given
weightings.
are in line with the
given weightings.
than half are
longer/shorter than
the given weightings.
than half are
longer/shorter than
the given
weightings.
least one of the
sections is
longer/shorter than
the given
weightings.
appropriate
weightings.
Effective
Application of
Marketing-
Concepts and
Frameworks
(45%)
No application of
relevant marketing
theories/ concepts
showing a lack of
understanding of
marketing concepts
and frameworks.
Minimal application
of relevant
marketing theories/
concepts showing a
weak of
understanding of
marketing concepts
and frameworks.
Some application
of relevant
marketing theories/
concepts across
some sections of
the plan showing a
limited
understanding of
key marketing
concepts.
Attempts to apply
relevant marketing
theories/ concepts
across most sections
of the plan but with
errors showing a
reasonable
understanding of key
marketing concepts.
Some errors.
Attempts to apply
relevant marketing
theories/ concepts
across all sections
of the plan but with
some errors
showing a solid
understanding of
key marketing
concepts. Some
errors.
Complete
application of
relevant marketing
theories/ concepts
with minor errors
across all sections
of the plan showing
an excellent
understanding of
key marketing
concepts.
Complete and
correct application
of relevant
marketing theories/
concepts across all
sections of the plan
showing an
outstanding
understanding of
key marketing
concepts
Use of evidence
(academic and
industry) (30%)
Unsupported
arguments or
assertions. No
evidence provided.
All irrelevant and/or
inappropriate
evidence used. No
academic sources
used.
A small amount of
the evidence is
relevant and
appropriate. Limited
in range. Less than
half of the analysis is
supported with the
evidence. Insufficient
use of academic
sources.
Some of the evidence is relevant and appropriated.
Limited in range.
Less than half of
the analysis is
supported with the
evidence. Minimal
use of academic
sources and used in
a descriptive
manner.
Some of the
evidence is relevant
and appropriated.
Limited in range. At
least half of the
analysis is supported
with the evidence.
Reliance on core
academic sources or
sources used in a
descriptive manner.
Most of the range
of evidence used is
relevant and
appropriate. At
least half of the
analysis is
supported with the
evidence. One or
two academic
sources beyond the core text books used to develop the analysis.
A range of evidence used which is relevant and appropriate. At
least three quarters of the analysis is supported with the evidence. Evidence of wider academic
reading beyond the core text books used to develop the analysis.
An extensive range of evidence used which is relevant and appropriate.
All analysis is supported with the evidence. Evidence of extensive academic reading
beyond the core text books used to develop the analysis.
