Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

J13 marketing planning_process_-_final


Published on

  • Be the first to comment

  • Be the first to like this

J13 marketing planning_process_-_final

  1. 1. Professional Diplomain Marketing© The Chartered Institute of Marketing 2013540 – Marketing Planning ProcessAssignment Brief and Mark SchemeJune 2013Marketing Planning and Changing Competitive ConditionsCandidates are required to complete ALL tasks.CIM Regulations Candidates must ensure that they are CIM studying members andhave registered for this assessment by the required CIM deadline(printed on page five of the guidance notes). Once booked, ifcandidates later find that they are unable to submit to theJune 2013 session they will need to book and pay again to submit tothe September 2013 session. Fees are not transferable betweensessions and extensions to the published deadline dates will onlybe considered on medical grounds.If an assessment is received from a candidate who has not bookedby the above closing date, the relevant assessment entry fee will beraised along with a £100.00 late entry fee.Candidate Candidates must adhere to the CIM policies and guidance notesDeclaration relating to word count, plagiarism and collusion when compiling thisassessment and include the following declaration statement on thefront cover of the assessment:‘I confirm that in forwarding this assessment for marking, Iunderstand and have applied the CIM policies relating to wordcount, plagiarism and collusion for all tasks. This assessment is theresult of my own independent work except where otherwisestated. Other sources are acknowledged in the body of the text, abibliography has been appended and Harvard referencing has beenused. I have not shared my work with other candidates. I furtherconfirm that I have submitted an electronic copy of this assessmentto CIM in accordance with the regulations.’
  2. 2. Marketing Planning Process Assignment Brief June 2013Page 2Professional Diploma in Marketing Guidance NotesAssessment RegulationsCandidates have to complete the assessment brief published by The Chartered Institute ofMarketing (CIM) for the relevant academic session. Tutors should be prepared to offer advice tocandidates regarding the brief, the mark scheme and the grade descriptors. Tutors and candidatesshould also understand and apply the CIM policies relating to assessments including word count,plagiarism and collusion. These are available on the CIM Tutor Zone and CIMLearning Zone websites. Each assessment must be completedindividually, not as part of a group.ContextWhere a task requires the candidate to select an organisation, the assessment should be based onthe candidate’s organisation, or an organisation of their choice, selected with tutor advice. A briefoverview of the organisation chosen, including product or service offered, target market andstructure, should be included in the appendix. This information should not be included as part of theword count and no marks will be allocated to this section.ConfidentialityWhere candidates are using organisational information that deals with sensitive material or issues,they must seek advice and permission from that organisation about its inclusion in an assessment.Where confidentiality is an issue, studying members are advised to anonymise their assessment sothat it cannot be attributed to that particular organisation. When submitting assignments to CIM,candidates are reminded to tick the opt out box on the Assignment/project front sheet form,indicating they have not given CIM permission to use the work for any other purposes.The Chartered Institute of Marketing for its part accepts responsibility for marking the assessmentfollowing the confidentiality procedures it has laid down. All CIM examiners have to sign aConfidentiality Agreement and cannot mark any assessment where there is a conflict of interest. Inaddition, no work is published without the prior agreement of a studying member and theorganisation. All assessments are stored securely and after 12 months, are shredded confidentially.Assessment CriteriaThe assessment briefing documents include the marking scheme and guidance notes, which aredesigned to indicate to the candidate the types of information and format that are required. Themarking scheme should not replace any briefing that is usually undertaken by the unit tutor. It isimportant that, when assessments are issued, discussions take place between the group and tutor toclarify their understanding of the assessment brief and what is required.Mark SchemesMark schemes are included so that candidates are aware where the majority of the marks will beallocated and are therefore able to structure their work accordingly. However, CIM reserves the rightto amend the mark scheme if appropriate.Grade DescriptorsThere is a grade descriptor document attached to this assessment, which is used by examiners aspart of the marking process. The grade descriptors comprise: Concept Application Evaluation, and Presentation.The relative weightings of these elements are used to inform grades within a level and differentiatebetween levels. At Professional Diploma level, the relative weightings are 30%, 30%, 30% and 10%
  3. 3. Professional Diploma in MarketingPage 3respectively. To maximise marks, candidates need to understand the principles of the gradingcriteria to ensure that work submitted reflects the right balance.Tutor Guidance to CandidatesTutors should be prepared to offer advice to candidates regarding the tasks, particularly in relation tothe organisation they choose to use.Tutors can give feedback on one draft of an assessment and/or answer specific subject-relatedquestions from a candidate related to their assessment. The feedback given by a tutor will be of ageneral nature, as the tutor will not be part of the official CIM marking process, and will not be ableto inform you of possible grades. Tutors should not return a completed assessment to the candidatefor improvement. Evidence of a centre doing this will result in the assessment being sent backunmarked.Word Count PolicyThe total number of words used for the whole assessment must be indicated on the front cover ofthe assessment. Pages must be numbered for ease of reference.Any assessments that exceed the specified word count (or number of pages) will be penalised bycandidates forfeiting the marks for presentation for each individual task. Work that grossly exceedsthe recommended word count or number of pages will be declared null and void and candidates willbe asked to complete and submit a new assessment.Candidates must comply with the recommended word count, within a margin of +10%. For sometasks a specified number of pages is given as an alternative to the word count. Areas not included inthe word count are: the index (if used), headings, executive summary, information contained withinreferences, bibliography and appendices.If candidates use tables to present their answer in the main body of the text, the words used (orwhere appropriate, the number of pages) will be counted and the rules relating to word count ornumber of pages will apply.When a task requires candidates to produce presentation slides with supporting notes, the wordcount applies to the supporting notes only. The maximum number of slides indicated on theassessment brief excludes the title page slide and the contents page slide.Where a candidate’s work has contravened the word count policy it will be reviewed by the SeniorExaminer and the CIM Reasonable Adjustment, Misconduct and Irregularities Committee before afinal decision is made.PresentationCandidates should present their work professionally, using tables and diagrams to support and/orillustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can beincluded in either the appendix or the main body of the text. If tables are included as appendices thefindings must be summarised or referenced within the main body of the text for marks to beawarded.Text must be no smaller than font size 11, and tables, diagrams, schedules and charts must be nosmaller than font size 8. The font size must not be compressed and easy to read, using, for example,Arial, Calibri or Times Roman.At the top of each page (header) candidates must insert the unit name and membership number(font size 8) and at the bottom of each page (footer) insert page numbers (font size 8). Candidatesmust not include their name on any part of the assessment.Guidance relating to inserting PowerPoint presentations into Word documents is available on theCIM Tutor Zone and the Learning Zone websites.
  4. 4. Marketing Planning Process Assignment Brief June 2013Page 4AppendicesAppendices should only be included where necessary and should be used to accommodate tablesand diagrams to support/illustrate the main body of the text. No marks are awarded for work includedin the appendices, and these should not be used as an alternative location for work that shouldappear in the main text. Appendices should not include published secondary information such asannual reports and company literature, etc.Referencing and ProfessionalismA professional approach to work is expected from all candidates. Candidates must therefore: identify and acknowledge ALL sources/methodologies/applications used. The candidate mustuse a Harvard referencing system to achieve this (notes on Harvard are on the CIM Tutor Zoneand Learning Zone websites). express their work in plain business English. Marks are not awarded for use of English, but agood standard of English will help candidates to express their understanding more effectively.All work that candidates submit as part of the CIM requirements must be expressed in their ownwords and incorporate their own judgements. Direct quotations from the published or unpublishedwork of others, including that of tutors or employers, must be appropriately referenced. Authors ofimages used in reports and audio-visual presentations must be acknowledged.Plagiarism and CollusionAcademic offences, including plagiarism and collusion, are treated very seriously. Plagiarisminvolves presenting work, excerpts, ideas or passages of another author without appropriatereferencing and attribution. Collusion occurs when two or more candidates submit work which is soalike in ideas, content, wording and/or structure that the similarity goes beyond what might havebeen mere coincidence. Plagiarism and collusion are very serious offences and any candidate foundto be sharing their own work, copying another candidate’s work or quoting work from another sourcewithout recognising and disclosing that source, will be penalised.It is the candidate’s responsibility to make sure that he or she understands what constitutes anacademic offence, and, in particular, what plagiarism and collusion are and how to avoid them.Useful guidance materials and supporting policies are available on the CIM Tutor Zone and LearningZone websites.In submitting their assessment for this unit, and completing the relevant declaration statement,candidates are confirming that the work submitted for all tasks is their own and does not contravenethe CIM policies including word count, plagiarism and collusion. Tutors must sign the assessmentcandidate listing, confirming that to the best of their knowledge the work submitted is the candidate’sown. Where a tutor has concerns about the authenticity of a candidate’s submission, this should bereferred to in the comment box on the assessment candidate listing. CIM reserves the right to returnassessments if the necessary declaration statements have not been completed.Candidates believed to be involved in plagiarism and/or collusion for one or more tasks will havetheir work looked at separately by the Senior Examiner and/or another senior academic andplagiarism detection software will be used. Candidates found to be in breach of these regulationsmay be subject to one or more of the following: disqualification from membership; refused award ofunit or qualification; disqualification from other CIM assessments/qualifications; refused the right toretake units/qualifications.Where a candidate has been found to have breached CIM regulations, both the candidate andAccredited Study Centre will be informed of the outcome.Submission of AssessmentsCandidates are responsible for submitting a hard copy AND an electronic copy of their assessmentto their Accredited Study Centre by the appropriate CIM Accredited Study Centre deadline.
  5. 5. Professional Diploma in MarketingPage 5Candidates must complete all CIM paperwork to accompany the assessment. CIM will not accept ormark any assessments that are sent to CIM by individual candidates.Accredited Study Centres are responsible for ensuring that assessments are submitted to CIM bythe required CIM deadline on the front of the assessment brief.Please note it is CIM’s policy to mark the hard copy assessments only. The electronic copy isrequired for validity checks and will not be accepted by CIM as a substitute for the hard copyassessment.Hard Copy Instructions for CandidatesAssessments must be held together by a treasury tag in the left hand corner, but not bound or put inwallets of any kind. Candidates must remember to hand in their assessment to their AccreditedStudy Centre when required to do so by their tutor.Electronic Copy Instructions for CandidatesCandidates must submit an electronic copy of the appropriate assessment to their Accredited StudyCentre, according to the following guidelines: The maximum number of files that a candidate can submit to their Accredited Study Centre isrestricted to ONE file per unit. File types that are acceptable are: .doc .docm .docx .rtf .pdf Maximum file size per submission is limited to a maximum of 4mb. Candidates should makeevery effort to reduce the size of the file submitted.Electronic Copy Instructions for Accredited Study CentresAs well as hard copies of assessments, CIM Accredited Study Centres must also send in anelectronic copy of each candidate’s work to the CIM email account at A sampleof submissions by centres will be put through plagiarism software.Final GradesFinal grades will be sent to the candidates from the CIM in February, May, August or November,depending on when assessments were submitted for marking.Assessment Deadline DatesThe Chartered Institute of Marketing has strict deadline dates to which Accredited Study Centresmust adhere.June 2013 Assessment SessionCIM Membership registration deadline: 29 March 2013 (online: 5 April 2013)All assessments and accompanying paperwork to be received by CIM no later than:CIM Deadline Date: 7 June 2013The assessment must be submitted to the Accredited Study Centre well before this date to allowtime for administration and postage. Candidates must contact their tutor for the Accredited StudyCentre submission deadline.Results released: August 2013
  6. 6. Marketing Planning Process Assignment Brief June 2013Page 6PROFESSIONAL DIPLOMA IN MARKETINGMARKETING PLANNING PROCESSANSWER ALL TASKSMarketing Planning and Changing Competitive ConditionsIn your role as a Marketing Manager for your organisation, or one of your choice, you havebeen asked by the senior management to develop a marketing plan. For your chosenorganisation you should consider the development of the marketing plan, over a specifiedtimescale, in the context of ONE of the following scenarios: to respond to a competitor’s digital marketing campaign to aid business developmentOR to address trends in an area where performance could be improved for a chosenproduct or service.It is necessary to clearly state the chosen scenario. In order to produce the marketing plan,you will need to undertake a marketing audit. You should give particular consideration tothe scenario you have selected in the setting of your chosen organisation. The marketingaudit should also include a rationale for the choice of scenario.Your marketing plan should be informed by the marketing audit, contextualised to reflectyour chosen scenario.In addition, you should produce an evaluation report that considers the contribution of themarketing planning process and some of its key aspects to the success of the organisation,faced with the change in market share. The marketing audit, marketing plan and evaluationreport are to be presented at the next senior management meeting.The evaluation report should be written in a professional style, suitable for tabling at asenior management meeting, with references to conceptual material included asappropriate.In preparation for the meeting, you have been asked to carry out the following task.Task One: Marketing AuditPrepare a marketing audit that considers the current and likely future challenges for thechosen organisation, in order to form a basis for the marketing plan. The marketing auditshould identify – a competitor’s digital marketing campaign OR trends in an area whereperformance could be improved – which the marketing audit will address, and provide arationale for that chosen scenario. The marketing audit will also provide an evidence basefor the development of the marketing plan, related to the selected scenario. Your marketingaudit should be the basis of your marketing plan.Marketing Audit: up to a maximum of six sides of A4As outlined in the assessment criteria and mark scheme, marks will be awarded for thecontent of the marketing audit and for the use of this information within the marketing planand evaluation report.
  7. 7. Professional Diploma in MarketingPage 7Task Two: Marketing PlanPrepare a marketing plan, outlining the timescale involved, which: evaluates the detailed findings from the marketing audit based on the selected scenario identifies the key issues from the selected scenario.Summary of findings and marketing plan including schedules and tables: 3,000 wordsmaximum. In addition, up to a maximum of three sides of A4 may be included in themarketing plan for schedules and tables.Any other schedules or tables that are additional to those included in the marketing plan may beattached to the marketing plan as appendices (up to a maximum of three sides of A4). Specificreference must be made to these in the marketing plan but marks will not be awarded.Task Three: Evaluation ReportProduce an evaluation report, outlining the timescale involved, which is suitable forpresenting at the senior management meeting that: explains and assesses the way in which the marketing planning process can benefityour chosen organisation critically evaluates the role of the marketing audit as part of the marketing planningprocess, and identifies the problems of information gathering and analysis encounteredin undertaking the marketing audit explains, with justification, how an appropriate competitive strategy has been developedas a part of the marketing plan for the organisation, utilising a segmentation-targeting-positioning approach. This should evidence how the marketing mix will be used toachieve the desired positioning, and how the performance of the marketing plan will beevaluated identifies the possible issues that may be encountered when implementing themarketing plan in the context of your chosen organisation over the stated period, andpresents practical proposals for resolving them.Evaluation report: 3,000 words maximumAppendix Provide a brief background to the chosen organisation, its current product/servicerange and customer base (up to two sides of A4 maximum, no marks awarded).
  8. 8. Marketing Planning Process Assignment Brief June 2013Page 8Marketing Planning and Changing Competitive ConditionsASSESSMENT CRITERIA AND MARK SCHEMEAssessment CriteriaMarksAvailableCIMExaminer’sMarkCIMModeratedMarkTask One: Marketing AuditPreparation of a marketing audit, including theidentification of the scenario – a competitor’s digitalmarketing campaign OR trends in an area whereperformance could be improved – which themarketing plan will address10Task Two: Marketing PlanEvaluation of the findings from the marketing auditand identification of key issuesDevelopment of a marketing plan, relevant to theselected scenario and timescale1030Task Three: Evaluation ReportExplanation and assessment of the way in whichthe marketing planning process can benefit theorganisationCritical evaluation of the role of the marketing auditas part of the marketing planning process, andidentification of the problems of informationgathering and analysis encountered in undertakingthe marketing auditExplanation, with justification, of how anappropriate competitive strategy has beendeveloped as a part of the marketing plan for theorganisation, utilising a segmentation-targeting-positioning approachIdentification of the possible issues that may beencountered when implementing the marketingplan in the context of the organisation over thestated period, and presentation of practicalproposals for resolving them10101010Format and presentation Executive summary Relevance to tasks Use of supporting concepts and frameworks Professional tone and required format Harvard referencing10Total Mark 100CIM use onlyMarked by DatePRINT NAMESenior Examiner DatePRINT NAME
  9. 9. Professional Diploma in MarketingPage 9Marketing Planning and Changing Competitive ConditionsGuidance NotesContextCandidates undertaking this assignment are expected to focus on producing a marketingplan based on their own organisation or one of their choice. Candidates need to specify thetime period that will form the basis of the marketing plan. The specified timescale should beclearly stated within the marketing plan and should reflect the nature of the project, the typeof organisation and the chosen sector. The marketing plan should be contextualised aroundONE of the following two scenarios: to respond to a competitor’s digital marketing campaign to aid business developmentOR to address trends in an area where performance could be improved for a chosenproduct or service.NB: The proposed scenarios are open to the widest interpretation in the setting of theorganisational situation under consideration. This may involve the product/service contextbeing extended to include brands, product categories or the organisation itself if it isrelatively small.The selected scenario should provide an opportunity for a fit to be made with the situationof the chosen organisation. The scenario should give focus to the detailed development ofthe marketing plan as appropriate to the organisation and its sector.In addition to developing a marketing plan that sets out a direction into the future,candidates are also asked to produce an evaluation report that evaluates specific aspectsof the marketing planning process. Here they should draw upon conceptual understandingapplied to the specific organisational context.When compiling the marketing audit, marketing plan and evaluation report, candidatesshould produce an executive summary that should be included at the start of theassignment (prior to the marketing audit). The executive summary should not exceed 500words and this is excluded from the word count. The marks for the executive summary willbe awarded as part of the format and presentation marks.Task One: Undertaking the marketing auditWhen producing the marketing audit, candidates should identify the choice of scenario forthe marketing plan and provide a rationale for that choice.It is necessary for candidates first to undertake the marketing audit that considers thecurrent and likely future challenges for the chosen organisation. Candidates are expectedto evaluate the current position of the chosen organisation by conducting a marketing audit,which should evaluate both external and internal environments. This should be undertakenthrough the acquisition of relevant information from a range of sources, and analysis usingappropriate marketing audit tools. Candidates are advised to use frameworks and modelsthat provide insight into the current position that enable strengths, weaknesses,opportunities and threats to be established, particularly from the perspective of the selectedscenario. It is important that the marketing audit presents a detailed evaluation using themarketing audit tools employed as the basis for discussion.
  10. 10. Marketing Planning Process Assignment Brief June 2013Page 10The marketing audit will form the evidence base of the situation in which the marketing planis developed, and should be relevant to the scenario (up to a maximum of six sides of A4,text must be no smaller than font size 11, and tables, diagrams, schedules and charts mustuse a font no smaller than size 8). The main findings of the marketing audit should besummarised at the beginning of Task Two showing current and likely future challenges thatare to be incorporated into the marketing plan as a platform for the specification ofmarketing objectives and strategy.Task Two: Marketing PlanA key element of the assignment is the production of a marketing plan which focuses onEITHER a competitor’s digital marketing campaign OR addressing trends in an area whereperformance could be improved for a chosen product or service. The marketing audit of thesituation facing the organisation will provide the evidence base on which the marketing planshould be formulated.Details of the marketing plan should be set out over the specified timescale and incorporateall the necessary components of a marketing plan, based on the scenario. Matters to beconsidered will include the operational and strategic elements of EITHER a competitor’sdigital marketing campaign OR addressing trends in an area where performance could beimproved for a chosen product or service. The availability of the organisation’s skills andresources, and how these are to be deployed to achieve the desired outcomes, should beaddressed.All the substantive components of a marketing plan should be included. However, themarketing plan is likely to contain tables and schedules with details of, for example,analysis, marketing activities, implementation processes, etc. As outlined in the brief,schedules and tables (up to a maximum of three sides of A4) may be included in themarketing plan and will not be included in the word count.As already outlined, in the brief, a further three sides of A4 may be included as appendicesfor extra tables and schedules, if required. However, these tables and schedules must bespecifically referred to within the main body of the marketing plan, no marks will beawarded.Please note, the font size for these tables and schedules should be no smaller than fontsize 11 for text or font size 8 for text contained within diagrams, tables and illustrations.Task Three: Evaluation ReportCandidates should produce an evaluation report that considers how the marketing planningprocess can EITHER respond to a competitor’s digital marketing campaign OR addresstrends in an area where performance could be improved for a chosen product or service,and that includes an assessment of undertaking the marketing audit. Candidates shouldalso highlight potential barriers likely to be encountered when implementing the marketingplan, and propose how these will be tackled.When compiling the evaluation report, candidates should select the organisation on whichto base their assignment and produce a summary of the background to the organisation,which should form an appendix. The evaluation report requires that candidates identify andevaluate how the marketing planning process can support EITHER a competitor’s digitalmarketing campaign OR addresses trends in an area where performance could beimproved for a chosen product or service. This should address the task using appropriatearguments, which can be supported by theoretical and academic research that should becited in the evaluation report.
  11. 11. Professional Diploma in MarketingPage 11Additionally, within the evaluation report candidates should reflect critically on undertakingthe marketing audit from both conceptual and practical perspectives. An evaluation of howit was undertaken, the sources used, difficulties in collecting specific information, gaps inthe data, methods of analysis, and the trade-off between time and value in the marketingplanning process should be considered.Further requirements include justification of the segmentation, targeting and positioningstrategy adopted within the marketing plan, and finally, recognition of planningimplementation issues and solutions. For each of these aspects of the marketing planningprocess, candidates are expected to incorporate in their evaluation report both theoreticaland practical insights into their application to the chosen context. The analysis of thesetasks may highlight specific issues associated with the external market, such as consumerbehaviour and competition, and particular internal issues, such as organisationaladvantages or resource limitations.Moreover, the nature of the organisational context, such as the size of the business,whether it operates in service or product markets, and whether it has profit or non-profitgoals, may be relevant to both segmentation and implementation. Clearly, there is scopefor discussion of contextual issues within an appropriate theoretical framework.In producing the evaluation report, it is important that candidates adopt a style andstructure that naturally leads to reporting on the outcomes of their work as a MarketingManager to a meeting of the organisation’s senior management. The format should beconsistent with the specific requirements of the tasks, and the balance of emphasis shouldbe guided by the weighting of each of the assessment criteria, as indicated in the markscheme.A holistic approach to the evaluation report is expected, in which emphasis is given toinsightful analysis, originality and clarity of expression. At the same time, it is important thata comprehensive marketing plan is systematically developed in the context of theorganisation and scenario. It is particularly important that due regard is given to theconceptual underpinning of the way in which some of the key aspects of the marketingplanning process have been undertaken, and a critical perspective is provided on how thishas been applied in the setting of the chosen organisation.
  12. 12. Marketing Planning Process Assignment Brief June 2013CIM Professional Diploma Grade Descriptors Level 6Grade A Grade B Grade C Grade DThis grade is given for work that meets all of theassessment criteria at Diploma level to secure atleast 70% and demonstrates a candidate’s abilityto:This grade is given for work that meets all of theassessment criteria at Diploma level to secure atleast 60% and demonstrates a candidate’s abilityto:This grade is given for work that meets enough ofthe assessment criteria at Diploma level tosecure at least 50% and demonstrates acandidate’s ability to:This grade is given for border line work that doesnot meet enough of the assessment criteria atDiploma level to secure a pass and is within theband 45-49%. This may be due to:Concept30%develop appropriate research strategies for bothprimary and secondary researchselectively identify valid and relevant informationfrom a wide range of sources for the disciplinemanage own learning independentlyevidence comprehensive knowledge andunderstanding of the marketing discipline atDiploma levelsynthesise and analyse new and/or abstractinformation and data in the context of wideranging problems, using a range of appropriatetechniquesdevelop appropriate research strategies for bothprimary and secondary researchidentify and select valid information from a suitablerange of relevant sources for the disciplinemanage own learning with minimal guidanceevidence detailed knowledge and understanding ofthe marketing discipline at Diploma levelanalyse new and/or abstract information and datain the context of broadly defined problems, usingappropriate techniquesdevelop an appropriate research strategyfor both primary and secondary researchidentify and select information using a minimumnumber of resources for the disciplinemanage own learning with support and guidanceevidence a satisfactory level of knowledge andunderstanding of the marketing discipline atDiploma levelanalyse information and data in the context ofexplicitly defined problemsan inability to develop an appropriate researchstrategy for both primary and secondary researchinsufficient sources of information being used tounderpin researchan inability to manage own learning effectivelyrepeating case material rather than evidencingknowledge of the marketing discipline at Diplomalevela lack of detail and argument when analysinginformation for a specified taskApplication 30% engage in effective debate in a professionalmanner evidencing a comprehensiveunderstanding and application of key principlesproduce detailed and coherent arguments inresponse to well defined and abstract problemsusing relevant vocational languageexpress ideas persuasively and with originality,applying appropriate marketing terminology andconcepts accuratelyapply a wide variety of illustrative examples tounderpin findings supported by references towider reading and learning resources toexemplify pointsevidence a sound understanding and application ofkey principlesproduce logical arguments in response to a givenbrief using vocational language correctlyexpress ideas clearly, applying appropriatemarketing terminology and concepts accuratelyapply a variety of illustrative examples to underpinfindings supported by some references to widerreading and learning resources to exemplify pointsevidence a basic understanding and applicationof key principlesproduce arguments in response to a given briefusing sufficient vocational languageoutline ideas and concepts using appropriatemarketing terminologyinclude some illustrative examples to supportfindings including minimum references to widerreading and learning resources to exemplifypointsa lack of basic understanding of key principlesand limited applicationinsufficient and/or inappropriate use of marketingterminology to explain ideaslimited development of ideas or conceptsfew or no examples to support findingsEvaluation30%evaluate findings leading to incisive conclusionsand recommendationsproduce reliable, valid and incisive conclusionsand recommendations, based on researchfindings and analysisevaluate findings leading to informative and reliableconclusions and recommendationsproduce reliable and informative conclusions andrecommendations, based on research findings andanalysisevaluate findings leading to reliable but limitedconclusionsproduce reliable but limited conclusions andrecommendations based on findingslittle or no attempt to evaluate findingssuperficial conclusions and recommendationswhich lack depthTimeManagement, &Presentation10%plan, review and complete work within thespecified deadlines/time allocatedan exceptional and professional standard ofpresentation, format and toneplan, review and complete work within the specifieddeadlines/time allocateda high standard of presentation, format and tonecomplete work within the specified deadlines/timeallocatedacceptable presentation, format and tonework not being completed within the specifieddeadlines/time allowederrors in presentation, format and tone