Module Title: Principles & Practices of Marketing Module Code: MOD009206 Level: 5 Module Leader: Rehan Ally Weighting: 60% Word Limit: Not exceeding 2500 words This excludes the bibliography and other items listed in rule

ASSIGNMENT BRIEF
Assessment Coursework
Assessment code: 010
Academic Year: 2024/2025
Trimester: 3
Module Title: Principles & Practices of Marketing
Module Code: MOD009206
Level: 5
Module Leader: Rehan Ally
Weighting: 60%
Word Limit: Not exceeding 2500 words
This excludes the bibliography and other items listed in rule 6.83 of the Academic Regulations.
Assessed Learning Outcomes Lo1: Critically evaluate and give evidence of both past and current marketing management concepts and theories and critically evaluate the way in which marketing theory relates to marketing practice.
LO2: Demonstrate knowledge of the role of marketing in the growth of organisations with specific focus on the marketing mix and its value in online and offline settings.
L03: Construct marketing plans which reflect the latest developments in environmental, social and governance issues.
LO4: Analyse domestic and international markets and produce affective marketing solutions in the forms of strategies and tactical plans.
Submission Deadline:
Please refer to the VLE.

WRITING YOUR ASSIGNMENT:
• This assignment must be completed individually.
• All courses of study must use the ARU Harvard referencing system for written assessments, apart from LLB/LLM courses where OSCOLA should be applied.
• Your work must indicate the number of words you have used. Written assignments must not exceed the specified maximum number of words. When a written assignment is marked, the excessive use of words beyond the 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 (regulation 6.74).
• Assignment submissions are to be made anonymously. Do not write your name anywhere on your work.
• Write your student ID number at the top of every page.
• Where the assignment comprises more than one task, all tasks must be submitted in a single document.
• You must number all pages.

SUBMITTING YOUR ASSIGNMENT:
• In order to achieve full marks, you must submit your work before the deadline. Work that is submitted late – if your work is submitted on the same day as the deadline by midnight, your mark will receive a 10% penalty. If you submit your work up to TWO working days after the published submission deadline – it will be accepted and marked. However, the element of the module’s assessment to which the work contributes will be capped with a maximum mark of 40%.
• Work cannot be submitted if the period of 2 working days after the deadline has passed (unless there is an approved extension). Failure to submit within the relevant period will mean that you have failed the assessment.
• Requests for short-term extensions will only be considered in the case of illness or other cause considered valid by the Director of Studies Team. Please contact DoS@london.aru.ac.uk. A request must normally be received and agreed by the Director of Studies Team in writing at least 24 hours prior to the deadline. Students will need to provide evidence to support their extension request. See rules 6.64-6.73:
http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf Exceptional Circumstances: The deadline for submission of exceptional circumstances in relation to this assignment is no later than five working days after the submission date of this work. Please contact the Director of Studies Team - DoS@london.aru.ac.uk. Students will need to provide evidence to support their EC claim. See rules 6.112 – 6.141: http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf

ASSIGNMENT QUESTION
You work as a junior marketing consultant in a marketing and branding agency in London. Your employer specialises in providing consultancy to innovative startup businesses in London & widely the UK. Your manager wants you involved with one of his four potential clients. and has asked you to write a marketing report on one of the following companies:

1. Wayve - https://wayve.ai/
2. Toby Tiger – https://www.tobytiger.co.uk
3. Farewill – https://farewills.com
4. Magtec – https://magtec.co.uk
   All the companies above have performed exhaustive primary and secondary research on the UK market and have undertaken a detailed situation analysis (both internal and external). All the above companies have current marketing strategies and tactics in place in the UK.

ASSESSMENT TASKS
Write a marketing REPORT on ONE of the above companies. You MUST only choose from the above list, failure do so will carry a penalty.
Task 1 – 40 marks
A. Critically evaluate the Segmentation, targeting and positioning strategies and create a perceptual map.

B. Critically evaluate the branding elements of the chosen organisation with justifications underpinned by taught academic theories and models.
Task 2 – 50 marks
A. Critically evaluate the Marketing mix (Product, Price, Place, and Promotion) and make your recommendations for the improvement of the promotions mix.

B. State the tools and metrics that are and could be used for promotional activities.

Academic skills - 10marks
Introduction, company profile and conclusion. Content of report to demonstrate research, academic skill and integrity, and academic references.

READING REQUIREMENT
Textbooks:
• Andrews, J. Shimp, T. (2017) Advertising, Promotion, and other Aspects of Integrated Marketing Communications (10th edition), South West
• Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing: strategy, implementation and practice. Seventh edition. Harlow: Pearson Education.
• Kotabe, M. and Helsen, K. (2022) Global Marketing Management (9th edition). Hoboken: John Wiley & Sons, Inc.
• Kotler, P., Keller. K.L., Chernev, A. (2022) Marketing Management Global Edition (16th edition), Harlow Essex: Pearson.
Academic Journal articles:
• Dash, G., Kiefer, K. and Paul, J. (2021) ‘Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention’, Journal of business research, 122, pp. 608–620. Available at:
https://doi.org/10.1016/j.jbusres.2020.10.016.
• Lang, L.D., Lim, W.M. and Guzmán, F. (2022) ‘How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products’, Journal of business research, 141, pp. 175–190. Available at: https://doi.org/10.1016/j.jbusres.2021.12.028.
• Martínez-López, F.J., Anaya-Sánchez, R., Fernández Giordano, M. and Lopez-Lopez, D. (2020) ‘Behind influencer marketing: key marketing decisions and their effects on followers’ responses’, Journal of marketing management, 36(7–8), pp. 579–607. Available at:
https://doi.org/10.1080/0267257X.2020.1738525.

ASSESSMENT MARKING RUBRIC
The work will be assessed in an integrative manner as indicated in the marking rubric, that is consistent with Anglia Ruskin University generic assessment criteria and marking standards
Criteria / Grade 0-29%: 30-39%:
40 -49%: 50 -59%: 60 -69%: 70 -79%: 80 -89%: 90 -100%:
STP and Branding The task was not followed, and there was minimal, deficient or no evidence of the assessment criteria having been met. For example, the student did not submit the correct work or follow any part of the brief and has major problems with the report's structure, for example, submitting an essay.
Additionally, the evaluation was not underpinned by learnt models and theories from the module and the work generally lacked application to the chosen organisation. The student has demonstrated little evidence of STP and branding knowledge with limited use of related taught models and theories at a superficial and descriptive level. It will also have limited application to the
chosen organisation. Limited research skills are shown, and there are significant problems with the report's structure or limited accuracy in expression. Limited evidence of interaction with learning materials. The student has demonstrated an adequate knowledge base of STP and branding. Basic definitions may be provided and adequate knowledge of models and theories and discusses superficially/generically how this could be applied to the chosen organisation.
Some problems with the structure of the report and some omission of sources.
Adequate use of learning resources with little self-direction. The work is largely descriptive. Some difficulty with structure
and accuracy in expression but developing practical/professional skills. The student has demonstrated a sound knowledge base of STP and branding. Provided a sound definition but could be more detailed, likely to have mostly specific data (some generic also present) with some autonomy in research but needs to be more consistent. Relatively structured and mainly accurate expression.
Sound use of learning resources. Acceptable structure/accuracy in expression. Sound level of
academic/intellectual skills going beyond description at times. Sound practical/professional skills. Inconsistencies in self-direction. The student has demonstrated a good knowledge base of STP and branding. Good definitions with clear examples, good underpinning of models and theories learnt in the module, likely to be specific to the chosen organisation.

Good management of learning resources with consistent self-directed research. The report is expected to be well structured with accurate expression in most areas.
The student has demonstrated an excellent knowledge base of STP and branding with detailed definitions and excellent applied
examples underpinned by learnt models and theories. The models and theories will be highly relevant to the chosen organisation.
Excellent management of learning resources with consistent selfdirected research. The report is well structured, accurately expressed in most areas.

The student has demonstrated an outstanding knowledge base by exploring and analysing STP and branding with evident originality and autonomy of research skills.

Arguments and analysis will be underpinned with relevant and models and theories. The work will exceed the assessment brief in many areas, demonstrate intellectual originality.

Outstanding management of learning resources with a degree of autonomy/exploration that clearly exceeds the brief. An exemplar of structured/accurate expression. Demonstration of intellectual originality and imagination. Outstanding team/practical/professional skills. The student has demonstrated an
exceptional knowledge base of their discipline with extraordinary originality and autonomy. Exceptional
management of learning
resources with a high regard for autonomy and exploration that clearly exceeds the assignment brief. Exceptional structure with highly accurate expression.

40 marks 0-11 12-15 16-19 20-23 24-27 28-31 32-35 36-40
Marketing mix and Measures of Success
The task was not followed, and there was minimal, deficient or no evidence of the assessment criteria having been met. The student has demonstrated little evidence of knowledge of the Marketing mix and Measures of Success with limited use of related taught The student has demonstrated an adequate knowledge base of the Marketing mix and Measures of Success. Basic definitions may be The student has demonstrated a sound knowledge base of the
Marketing mix and Measures of Success. Provided a sound definition but could be The student has demonstrated a good knowledge base of the Marketing mix and
Measures of Success, Good definitions with clear examples, good underpinning of models The student has demonstrated an excellent knowledge base of the Marketing mix and Measures of Success with detailed definitions and The student has demonstrated an outstanding knowledge base by exploring and evaluate the Marketing mix and Measures of Success with The student has demonstrated an
exceptional knowledge base
of their discipline and related theory with extraordinary originality and autonomy. The student will
For example, the student did not submit the correct work or follow any part of the brief and has major problems with the report's structure, for example, submitting an essay.
Additionally, the evaluation was not underpinned by learnt models and theories from the module and the work generally lacked application to the chosen organisation. models and theories at a superficial and descriptive level. It will also have limited application to the
chosen organisation. Limited research skills are shown, and there are significant problems with the report's structure or limited accuracy in expression. Limited evidence of interaction with learning materials provided and adequate knowledge of models and theories and discusses superficially/generically how this could be applied to the chosen organisation.

Some problems with the structure of the report and some omission of sources.
Adequate use of learning resources with little self-direction. The work is largely descriptive. Some difficulty with structure
and accuracy in expression but developing practical/professional skills. more detailed, likely to have mostly specific data (some generic also present) with some autonomy in research but needs to be more consistent. Relatively structured and mainly accurate expression.

Sound use of learning resources. Acceptable structure/accuracy in expression.
Sound level of academic/intellectual skills going beyond description at times. Sound practical/professional skills. Inconsistencies in self-direction.

and theories learnt in the module, likely to be specific to the chosen organisation. Good management of learning resources with consistent self-directed research. The report is expected to be well structured with accurate expression in most areas. 
excellent applied 

examples underpinned by learnt models and theories. The models and theories will be highly relevant to the chosen organisation.

Excellent management of learning resources with consistent selfdirected research. The report is well structured, accurately expressed in most areas.

evident originality and autonomy of research skills.

Arguments and evaluation will be underpinned with relevant and models and theories. The work will exceed the assessment brief in many areas, demonstrate intellectual originality. Outstanding management of learning resources with a degree of autonomy/exploration that clearly exceeds the brief. An exemplar of structured/accurate expression. Demonstration of intellectual originality and imagination. Outstanding team/practical/professional skills. demonstrate exceptional
evaluation of data exploring and analysing with extraordinary originality and autonomy.

50 marks 0-14 15-19 20-24 25-29 30-34 35-39 40-44 45-50
Academic Skills Very weak research, academic
referencing skills; Harvard referencing The student has demonstrated weak research, academic skills with many omissions or wrong The student has demonstrated adequate research, academic skills and may or may The student has demonstrated sound research, academic skills and has some omissions and some The student has demonstrated good research, academic skills and may or may not have minor The student has demonstrated excellent research, academic skills with no omissions throughout. Harvard The student has demonstrated outstanding academic skills with no omissions throughout. The student has demonstrated exceptional research, academic skills and has extraordinary
not followed or missing. Major omissions of many references.
Entirely missing an introduction, company profile and conclusion, or one or more is missing.

references throughout.  

Incomplete or weak introduction, company profile and conclusion. not have omissions or incorrect referencing. Harvard style is followed but likely not consistent.
Adequate introduction, company profile and conclusion.

incorrect referencing. Harvard style mostly followed with some lapses.  

Sound introduction, company profile and conclusion. omissions. Mainly consistent throughout with Harvard style.

Good introduction, company profile and conclusion. referencing is consistent throughout and may or may not have some originality of sources that exceed the assessment criteria.

Excellent introduction, company profile and conclusion. Harvard referencing is consistent with obvious originality of sources that exceeds the assessment expectations.
Outstanding introduction, company profile and conclusion. originality and autonomy of sources.
Exceptional introduction, company profile and conclusion.
10 marks 0-2 3 4 5 6 7 8 9-10
 

Mark Bands Outcome Characteristics of Student Achievement by Marking Band for ARU’s Generic
Learning Outcomes (Academic Regulations, Section 2)
Knowledge & Understanding Intellectual (thinking), Practical, Affective
and Transferable Skills
90-
100% Achieves module
outcome(s
) Exceptional information base exploring and analysing the discipline, its theory and ethical issues with extraordinary originality and autonomy. With some additional effort, work may be considered for internal publication Exceptional management of learning resources, with a higher degree of autonomy/ exploration that clearly exceeds the brief. Exceptional structure/accurate expression. Demonstrates intellectual originality and imagination.
Exceptional team/practical/professional skills. With some additional effort, work may be considered for internal publication
80-
89% Outstanding information base exploring and analysing the discipline, its theory and ethical issues with clear originality and
autonomy Outstanding management of learning resources, with a degree of autonomy/exploration that clearly exceeds the brief. An exemplar of structured/accurate expression. Demonstrates intellectual originality and imagination.
Outstanding team/practical/professional skills
70-
79% Excellent knowledge base, exploring and analysing the discipline, its theory and ethical issues with considerable originality and autonomy Excellent management of learning resources, with a degree of autonomy/exploration that may exceed the brief. Structured/accurate expression. Excellent academic/ intellectual skills and team/practical/professional skills
60-
69% Good knowledge base; explores and analyses the discipline, its theory and ethical issues with some Good management of learning with consistent self-direction. Structured and mainly accurate expression. Good academic/intellectual skills and team/practical/ professional skills
originality, detail and autonomy
50-
59% Sound knowledge base that begins to explore and analyse the theory and ethical issues of the discipline

Sound use of learning resources. Acceptable structure/accuracy in expression. Sound level of academic/intellectual skills, going beyond description at times.  Sound 

team/practical/professional skills. Inconsistent self-direction
40-
49% A marginal pass in
module
outcome(s
) Adequate knowledge base with some omissions and/or lack of theory of discipline and its ethical dimension Adequate use of learning resources with little self-direction. Some input to teamwork. Some difficulties with academic/intellectual skills. Largely imitative and descriptive. Some difficulty with structure and accuracy in expression, but developing practical/professional skills
30-
39% A marginal fail in
module
outcome(s
). Satisfies default
qualifying mark Limited knowledge base; limited understanding of discipline and its ethical dimension Limited use of learning resources, working towards self-direction. General difficulty with structure and accuracy in expression. Limited academic/ intellectual skills. Still mainly imitative and descriptive. Team/practical/ professional skills that are not yet secure
20-
29% Fails to achieve module
outcome(s
) Little evidence of an information base. Little evidence of understanding of discipline and its ethical dimension Little evidence of use of learning resources. No self-direction, with little evidence of contribution to teamwork. Little evidence of academic/intellectual skills and significant difficulties with structure/expression. Very
Qualifying mark not satisfied. imitative and descriptive. Little evidence of practical/professional skills
10-
19% Deficient information base. Deficient understanding of discipline and its ethical dimension Deficient use of learning resources. No attempt at self-direction with inadequate contribution to teamwork. Deficient academic/intellectual skills and major difficulty with
structure/expression. Wholly imitative and descriptive. Deficient practical/professional skills
1-
9% No evidence of any information base. No understanding of discipline and its ethical dimension No evidence of use of learning resources of understanding of self-direction with no evidence of contribution to teamwork. No evidence academic/ intellectual skills and incoherent structure/ expression. No evidence of practical/professional skills
0% Awarded for: (i) non-submission; (ii) dangerous practice and; (iii) in situations where the student fails to address the assignment brief (eg: answers the wrong question) and/or related learning outcomes