This document provides guidelines for a marketing assignment. It includes 3 sentences or less summarizing the key points: Students must complete a coursework assignment on developing a marketing strategy for a chosen organization. They are to analyze the organization's marketing environment, identify alternative marketing strategy options, and recommend how to implement the chosen strategy in light of changes. The assignment requires a summary of the organization and tasks analyzing the marketing planning principles, strategy options, and implications of changes in the environment.

1. knowledge. skills. practice.....
ATHE
Postgraduate Diploma in Business
Management L7
“Marketing”
Assignment
Programme Leader: Rajesh Manek
Student Name:
Word Count:
Date:

2. Fortis House, 160 London Road Barking IG11 8BB
United Kingdom
knowledge. skills. practice..... Tel: +44 (0) 871 288 335 Fax: +44 (0) 871 288 3357
Website: www.risxcel.co.uk Email: info@risxcel.co.uk
ASSIGNMENT GUIDELINES
1. PRESENTATION OF COURSEWORK (ASSIGNMENT)
Submitted work must be well presented, legible and, where appropriate, in good standard
English. The use of word processing and spell checking is essential in producing written work.
Details of specific presentation requirements will be detailed in individual Module Outlines,
however, as a rule of thumb, work should be presented in Arial font, point 11, double-spaced with
a 2.5 cm margin on either side of the page. You should always include your student number (not
student name) and module name in the header of the essay and the page number in the footer.
2. LAYOUT
The following MUST be included in your assignment:
Table of Contents
You should design this to make it easy for the reader to identify and locate the various sections
of the project. The headings and sub-headings should be listed, and page numbers shown.
Appendices should be listed (numbered or lettered) in the order in which you have referred to
them in the main body of your assignment.
References and Bibliography (Harvard Referencing Style)
This should indicate the source of articles, theories, etc referred to and developed in your
assignment as a courtesy to the originator, and to allow the assessor to follow these up in more
detail if required. Assignments with incorrect bibliography, referencing and/or quotations will be
marked down.
Appendices
This section may usefully include a glossary of any technical terms or jargon you have used, or
supporting evidence arising from the investigation, which is not appropriate to be included in the
main body of the assignment. Remember, that there must be adequate cross-referencing
between the assignment and the appendices, to allow the reader to find this supporting
information easily.
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3. Fortis House, 160 London Road Barking IG11 8BB
United Kingdom
knowledge. skills. practice..... Tel: +44 (0) 871 288 335 Fax: +44 (0) 871 288 3357
Website: www.risxcel.co.uk Email: info@risxcel.co.uk
3. SUBMISSION AND RETURN OF COURSEWORK
All assignments must be submitted in accordance with the following guidelines:
 Assignment Submission Sheet: This must be completed and attached to all
assignment prior to submission. (Copies are available at the reception)
 Hardcopy: The hardcopy of the assignment should be submitted at the reception by the
submission deadline. Once you have submitted your coursework, it will be logged on our
system.
 Electronic Copy: You must also submit an electronic copy of your assignment by the
same submission deadline. You can either email it on coursework@risxcel.co.uk or save
it on a CD. This will serve as your coursework receipt.
SUBMISSION DEADLINE
Coursework MUST be submitted by the 30th November 2010.
4. WRITING THE REPORT
Keep these points in mind:
 Use appropriate, professional business-like language. Write in the "third person". At this
level you will be penalised for poor grammar, spelling and punctuation
 The assignment should be word-processed with double line spacing.
 Use plain, white, good quality A4 paper.
 You should make appropriate use of headings and sub-headings, or use numbered
sections.
 Number all pages clearly and consistently.
 Make sure the pages are securely fastened into a suitable bounded document
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4. Fortis House, 160 London Road Barking IG11 8BB
United Kingdom
knowledge. skills. practice..... Tel: +44 (0) 871 288 335 Fax: +44 (0) 871 288 3357
Website: www.risxcel.co.uk Email: info@risxcel.co.uk
“Marketing”
Learning Outcomes:-
1. Understand how marketing principles apply to different businesses.
2. Understand the marketing strategies of organisations.
3. Know how sales and promotion is used to promote products within an industry.
4. Understand the role of market research in the selling of products and services.
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5. Fortis House, 160 London Road Barking IG11 8BB
United Kingdom
knowledge. skills. practice..... Tel: +44 (0) 871 288 335 Fax: +44 (0) 871 288 3357
Website: www.risxcel.co.uk Email: info@risxcel.co.uk
Coursework Assignment:-
You are required to demonstrate that you have a thorough knowledge and understanding of
developing a marketing strategy after an objective analysis of the marketing environment of an
organisation of your choice. Also, you will be required to demonstrate the understanding of the
tools and techniques as well as the skills that are needed to formulate and implement a
marketing successfully. This assignment, therefore, requires you to identify and choose an
organisation and provide a summary consisting of the following information before carrying out
the tasks below:
Content of your assignment should include the following:-
Summary- maximum 2 pages and not included in the assignment word counts
A brief account on the
 Organisational profile (mission, philosophy, organisational structure, operating or
strategic business units, nature and characteristics of business etc.)
 Product and market characteristics (nature and attributes of the products/services,
market size and trends, customer profile and competitions etc.) and;
 Operational characteristics (type of activities and operations, operational performance by
activities and the supply chain etc.)
Tasks:-
1. Review the organisation’s marketing environment, both micro and macro and outline the
planning principles. This may require you to carry out appropriate analysis, including,
Porter’s five forces, product portfolio & BCG, PLC and SWOT analyses.
2. Examine and analyse the potential (alternative) marketing strategy options that you could
identify for the chosen organisation to grow and sustain its operations and recommend how
organisation can use the marketing mix variables to achieve the marketing objectives.
3. Examine the implication of changes in the organisation’s marketing environment and discuss
how you would plan for implementing the chosen strategy in the light of emerging changes.
Word Limit: 4500 words
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6. Fortis House, 160 London Road Barking IG11 8BB
United Kingdom
knowledge. skills. practice..... Tel: +44 (0) 871 288 335 Fax: +44 (0) 871 288 3357
Website: www.risxcel.co.uk Email: info@risxcel.co.uk
ASSESSMENT CRITERIA
Outcomes Assessment Criteria for pass
To achieve each outcome a learner must
demonstrate the ability to:
 Evaluate the principles of the marketing mix.
1. Understand how marketing
principles apply to different
 Evaluate the benefits of segmentation for
businesses.
businesses
 Examine the advantage of branding in relation to
2. Understand the marketing a product a student has researched.
strategies of organisations.
 Design a SWOT analysis for a company with
which the student is familiar.
 Evaluate external influences when promoting a
3. Know how sales and promotion is specific product.
used to promote products within an
industry.  Analyse marketing objectives when planning a
promotional campaign.
 Propose advantages and disadvantages or
4. Understand the role of market
primary and secondary research.
research in the selling of products
and services.
 Examine internal and external sources of
information available to a business when
planning an expansion.
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