Anda di halaman 1dari 3


Interim/Final and Intake: Final/September 2017

Assessment code: 011
Academic Year: 2017/18
Semester: 1
Module Title: Principles and Practice of Marketing
Module Code: MOD003507
Level: 5
Module Leader: Neil Jones
Weighting: 50%
Word Limit: 3000 words
Submission Date: This assignment must be received by no later than
14:00 on Wednesday, 20 December 2017

Learning Outcomes 2+3


 This assignment must be completed individually.

 You must use Harvard referencing system.
 Your work must indicate the number of words you have used. Do not exceed the
maximum number of words specified above; all assignments which do so will be
penalised. The penalty will be the deduction of marks at the Marker’s judgement.
 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.


In order to achieve full marks, you must submit your work before the deadline. Work
that is submitted late – up to five working days after the published submission
deadline - 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

Work cannot be submitted if the period of 5 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 Student Adviser ( must normally be received and
agreed by the Student Adviser in writing at least TWENTY-FOUR (24) hours prior to the

Please refer to the Academic Regulations or your Student Handbook for full details.
Assignment questions

As a Marketing Consultant for A Business Consultants Ltd, you are required to

prepare a 3,000 word report to the Marketing Director of an organisation of your
choice covering the following questions.
You are also required to prepare a 500 word background report describing the
current marketing strategy of your organisation. Although this background
information will not contribute towards your final grade, it will provide the research on
which to build your graded answers. THIS SHOULD NOT BE A HISTORY OF YOUR

1.) Outline how your chosen organisation has used the following concepts to
build its brand.
Brand recognition
Brand identity
Brand positioning
Brand personality
Brand affinity.
Evaluate how effectively these concepts have been used within the
organisation. 50 marks

2.) To what extend has your chosen organisation used standardisation and
adaptation strategies within its marketing mix in its global marketing strategy?
50 marks

Assessment Criteria

Definitions of-
Brand recognition
Brand identity
Brand positioning
Brand personality
Brand affinity.
Application of each of the above to your chosen organisation
Evaluation of the effectiveness of each of the above on your at your chosen

Explanation of standardisation and adaptation in global marketing.

Advantages and disadvantages of standardisation and adaptation.
Standardisation and adaptation applied to your chosen organisations-
NB- at level 5 students should include a minimum of 8 references. This should
include the core text book, other text books, journals/articles, information from your
chosen organisation.