Introduction to the Product/Service and the organization (10%) You may choose an existing product or product portfolio from a well- known company (please agree with your seminar tutor by week 3)

2025-07-10 13:32:52

ASSESSMENT BRIEF

 

Academic term:

(H) Summer Semester

 

Module title:

Strategic Marketing Communication

For further module description see Module Brief.

 

Type of assessment:

Analysis report

 

Submission Date:

See Moodle

Instructions for assessment Instructions for assessment

The mode of assessment: an analysis report for an existing product marketed by an existing, well-known company (agree with your seminar tutor by week 3).

  • What % of marks (if any) are awarded for presentation of work and references: 10%
  • Word limit: 3500 max excluding references and appendices

Your final report should include the following sections.

Part 1: Introduction to the Product/Service and the organization (10%) You may choose an existing product or product portfolio from a well- known company (please agree with your seminar tutor by week 3)

  • The background information of the product and organization
  • What value does the product bring to customers?

Part 2: A Critical Analysis of the Market Context (20%)

  • What is the market trend (e.g., growth trends)
  • An analysis of the marketing environment.

Part 3: Segmentation, Targeting and Positioning (STP) (30%)

  • Segmentation:

How the market can be segmented?

  • Targeting:

Which segment(s) to target?

  • Positioning:

How is the product positioned relative to other competitors?

  • Considering the current STP strategy, what is your recommendation?

Part 4: Explain how the marketing mix (either 4P’s or 7P’s) has been developed to

support its market position. (30%)

Traditional marketing mix elements:

  • Product strategy
  • Pricing Strategy
  • Promotional Strategy
  • Channel or Distribution Strategy
  • (You may also talk about Process, People, and Physical evidence if you focus on not a physical product but a service)
  • Considering the current marketing mix strategy, what is your recommendation?

A further 10% of your grade is allocated to presentation and referencing (10%) 

Structure and presentation

Any written work should be spell-checked, and a contents page should be included. Do not use various font sizes and colours Black ink, Arial, size 11, 1.5 lines spaced is recommended. Use DIN A4 format and page margins of 2.5 cm or 1 inch.

How will your work be assessed?

Your work will be assessed by a subject expert who will use either the marking criteria provided in the section “Instructions for assessment” or the Marking rubric enclosed in the Appendix, as appropriate for this module. When you access your marked work, it is important that you reflect on the feedback so that you can use it to improve future assignments.

Referencing and submission

You must use the Harvard System.

The Business School requires a digital version of all assignment submissions. These must be submitted via Turnitin on the module’s Moodle site. They must be submitted as a Word file (not as a PDF) and must not include scanned-in text or text boxes. They must be submitted by 2 p.m. on the given date. For further general details on coursework preparation refer to the online information at StudentZone, http://studentzone.roehampton.ac.uk/howtostudy/index.html. 

Mitigating circumstances/what to do if you cannot submit a piece of work or attend your presentation 

The University Mitigating Circumstances Policy can be found on the University website: MitigatingCircumstances Policy

Marking and feedback process

Between you handing in your work and then receiving your feedback and marks within 20 days, there are a number of quality assurance processes that we go through to ensure that students receive marks which reflect their work. A summary is provided below.

  • Step One – The module and marking team meet to agree on standards, expectations and how feedback will be provided.
  • Step Two – A subject expert will mark your work using the criteria provided in the assessment brief.
  • Step Three – A moderation meeting takes place where all members of the teaching and marking team will review the marking of others to confirm whether they agree with the mark and feedback.
  • Step Four – Work at Levels 5 and 6 then go to an external examiner who will review a sample of work to confirm that the marking between different staff is consistent and fair.
  • Step Five – Your mark and feedback are processed by the Office and made available to you.

Appendix: Marking rubric

Grade Category

Outstanding

Excellent

Very Good

Good

Adequate

Marginal Fail

Fail

Fail

Not done

  

(range)

90-100

(80-89)

 

(70-79)

(60-69)

(50-59)

 

(40-49)

(30-39)

(20-29)

0

  

Marking Criteria/

 

95

 

85

 

75

 

65

 

55

 

45

 

35

 

25

 

0

  

Assigned mark

  

 

 

 

 

 

 

Underdeveloped

Introduction to

Introduction to

 

  

 

 

 

 

 

 

the product and

 

  

Introduction,

 

Excellent

Very Good

Good

Satisfactory

rationale for

the product and

 

  

10%, Intro to

Cannot be

Introduction to

Introduction to

Introduction to

Introduction to

introduction of

organization are

organization are

Missing or wrong. Doesn’t

  

product and

improved on

the product and

the product and

the product and

the product and

product and

below the

substantially

meet the basic assessment

  

below the

criteria

  

Organization

 

organization

organization

organization

organization

Product/Service

necessary

  

 

necessary

 

  

 

 

 

 

 

 

Description

standard

 

  

 

 

 

 

 

 

standard

 

  

 

 

 

 

 

 

 

Critical Analysis

Critical Analysis

 

  

 

 

 

 

 

 

Generic/

of the Market

 

  

Mkt Context,

 

 

Very Good

 

Satisfactory

of the Market

 

  

20%, A critical

Cannot be

Excellent Critical

Critical Analysis

Good Critical

Critical Analysis

underdeveloped/

Context are

Context are

Missing or wrong. Doesn’t

  

analysis of the

improved on

Analysis of the

of the Market

Analysis of the

of the Market

descriptive Analysis

below the

substantially

meet the basic assessment

  

Market Context

Market Context

of the Market

below the

criteria

  

Market Context

 

Context

Context

necessary

  

 

 

 

Context

necessary

 

  

 

 

 

 

 

 

standard

 

  

 

 

 

 

 

 

 

standard

 

  

 

 

 

 

 

 

 

 

Critical Analysis

 

Critical Analysis

 

  

 

 

 

 

 

 

 

of the

 

  

 

 

 

Very Good

 

Satisfactory

Generic or

of the

 

  

 

 

Excellent Critical

Good Critical

Segmentation,

 

  

STP, 30%,

 

Critical Analysis

Critical Analysis

underdeveloped

Segmentation,

 

  

Segmentation,

Cannot be

Analysis of the

of the

Analysis of the

of the

Analysis of the

Targeting and

Targeting and

Missing or wrong. Doesn’t

  

Targeting and

improved on

Segmentation,

Segmentation,

Segmentation,

Segmentation,

Segmentation,

Positioning are

Positioning are

meet the basic assessment

  

Targeting and

Targeting and

substantially

criteria

  

Positioning

 

Targeting and

Targeting and

Targeting and

below the

  

 

Positioning

Positioning issues

below the

 

  

 

 

Positioning issues

Positioning issues

Positioning

necessary

 

  

 

 

 

 

necessary

 

  

 

 

 

 

 

 

 

standard

 

  

 

 

 

 

 

 

 

standard

 

  

 

 

 

 

 

 

 

 

 

analysis of

analysis of

 

  

 

 

 

 

 

 

Generic or

Marketing Mix

 

  

Marketing mix

Cannot be

Excellent analysis

Very Good

Good analysis of

Satisfactory

underdeveloped

Marketing Mix

are substantially

Missing or wrong. Doesn’t

  

30%

improved on

of Marketing Mix

analysis of

Marketing Mix

analysis of

analysis of Marketing

are below the

below the

meet the basic assessment

  

Marketing Mix

Marketing Mix

necessary

criteria

  

 

 

 

 

Mix

necessary

  

 

 

 

 

 

 

standard

 

  

 

 

 

 

 

 

 

standard

 

  

 

 

 

 

 

 

 

 

Inadequately

 

 

Presentation and

 

Presentation and

 

  

 

 

 

 

 

 

referencing are

 

  

Presentation

Cannot be

Excellent

Very Good

Good

Satisfactory

structured, errors in

referencing are

substantially

Missing or wrong. Doesn’t

  

10%

improved on

presentation and

presentation and

presentation and

presentation and

referencing practices

below the

below the

meet the basic assessment

  

referencing

referencing

referencing

referencing

and presentation of

necessary

criteria

  

 

 

necessary

  

 

 

 

 

 

 

tables and figures

standard

 

  

 

 

 

 

 

 

standard

 

  

 

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