Assessment code: 010
Academic Year: 2022/23
Title: Principles and Practices of Marketing- PPM
Module Code: MOD003507
Module Leader: Michelle Barned
Word Limit: 3000
This excludes bibliography and other items listed in rule 6.75 of the Academic Regulations:
Outcomes 1- 4
Please refer to the deadline on the VLE
WRITING YOUR ASSIGNMENT:
• This assignment must be completed individually.
• You must use the Harvard referencing system.
• 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. See rules 6.64-6.73:
Mitigation: The deadline for submission of mitigation 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.
See rules 6.112 – 6.141:
http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf ASSIGNMENT QUESTION
Choose one of the following companies:
Food Retailers Hotels
Aldi UK Hilton
Waitrose Premier Inn
Iceland Travelodge UK
• Use a portfolio approach (visuals and written commentary) to demonstrate how four of the seven marketing mix elements the company has used in the UK since 2019 reflect how it divides the market (Segmentation), who it is seeking to serve (Targeting), and how it wants to be perceived by the target market segment (Positioning). (40 marks)
• Within your findings you should include analysis on how the company has applied business and marketing strategies, theories and models that you have been taught in this module. (30 marks)
• To conclude your portfolio, identify and/or suggest metrics the company has available to measure the success of its marketing activities. (20 marks)
The content of your portfolio must display academic skill and integrity, appropriate to level five studies. (10 marks)
• Knowledge of relevant literature that would permit an understanding of affective marketing mix solutions. This will take the form of strategies and tactical plans that are supported by a sound information base.
• Depth of research and analysis skills that consistently draw on taught theory, models and strategy.
• The ability to identify creative marketing skills and knowledge in a practical and applied situation. The work should demonstrate intellectual originality and imagination.
• Academic skills appropriate to level five studies. This will include grammar, layout and referencing.
Your work must be fully supported with references (cited in the Harvard style). You must use all of the following:
• Kotler, P., Keller, K. L. & Chernev, A., 2022. Marketing Management. 16th ed. New Jersey: Pearson Education.
• Chaffey, D., Ellis- Chadwick, F., 2019. Digital Marketing, Strategy, Implementation and Practice. 7th edition. Harlow: Pearson
• Andrews, J., and Shimp, T., 2017. Advertising, Promotion, and other Aspects of Integrated Marketing Communications. 10th edition. South West- Cengage Learning.
• At least three other academic sources (e.g. publications/ journals).
ANGLIA RUSKIN UNIVERSITY GENERIC ASSESSMENT CRITERIA AND MARKING STANDARDS: LEVEL 5
Level 5 reflects continuing development from Level 4. At this level students are not fully autonomous but are able to take responsibility for their own learning with some direction. Students are expected to locate an increasingly detailed theoretical knowledge of the discipline within a more general intellectual context, and to demonstrate this through forms of expression which go beyond the merely descriptive or imitative. Students are expected to demonstrate analytical competence in terms both of problem identification and resolution, and to develop their skill sets as required.
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
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
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
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
69% Good knowledge base; explores and analyses the discipline, its theory and ethical issues with some originality, detail and
autonomy Good management of learning with consistent selfdirection. Structured and mainly accurate expression. Good academic/intellectual skills and team/practical/ professional skills
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.
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
39% A marginal fail in module
qualifying mark Limited knowledge base; limited understanding of discipline and its ethical dimension Limited use of learning resources, working towards selfdirection. 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
29% Fails to achieve module
Qualifying mark not satisfied. Little evidence of an information base. Little evidence of understanding of discipline and its ethical dimension Little evidence of use of learning resources. No selfdirection, with little evidence of contribution to teamwork. Little evidence of academic/intellectual skills and significant difficulties with structure/expression. Very imitative and descriptive. Little evidence of practical/professional skills
19% Deficient information base. Deficient understanding of discipline and its ethical dimension Deficient use of learning resources. No attempt at selfdirection with inadequate contribution to teamwork. Deficient academic/intellectual skills and major difficulty with structure/expression. Wholly imitative and descriptive.
Deficient practical/professional skills
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
Kotler, P., Keller, K. L. & Chernev, A., 2022. Marketing Management. 16th ed. New Jersey: Pearson Education.
Principles and Practices of Marketing- PPM
Introduction to Principles and Practices of Marketing- PPM
Principles and Practices of Marketing- PPM is a Level 5 module that provides students with a comprehensive understanding of marketing principles and practices. The module covers topics such as market research, segmentation, targeting, positioning, the marketing mix, and marketing communication. In this module, students are expected to develop analytical and problem-solving skills that enable them to identify marketing challenges and opportunities and develop effective marketing strategies. This module is crucial for business students who want to pursue careers in marketing or start their own businesses.
Market Research in Australia
Market research is a crucial aspect of marketing that helps businesses understand their target market, their needs and preferences, and the competition. In Australia, businesses use various methods to conduct market research, such as surveys, focus groups, online research, and data analysis. Market research in Australia is also influenced by factors such as demographics, socio-cultural trends, and technological advancements.
Segmentation, Targeting, and Positioning in Australian Businesses
Segmentation, targeting, and positioning are core marketing concepts that businesses in Australia use to identify and serve their target market effectively. Segmentation involves dividing the market into smaller groups based on similar characteristics such as demographics, psychographics, and behavior. Targeting involves selecting one or more segments to focus on based on their potential profitability and compatibility with the business’s capabilities. Positioning involves creating a unique value proposition that differentiates the business from its competitors and appeals to the target market.
Marketing Mix Elements in Australian Businesses
The marketing mix consists of four elements: product, price, promotion, and place. In Australia, businesses use a variety of strategies to develop their marketing mix, such as product differentiation, competitive pricing, advertising, and distribution channels. The marketing mix is tailored to the target market and the business’s objectives and capabilities.
Business and Marketing Strategies, Theories, and Models in Australian Businesses
Australian businesses use various business and marketing strategies, theories, and models to develop effective marketing plans. One such model is the SWOT analysis, which helps businesses identify their strengths, weaknesses, opportunities, and threats. Another model is the 7Ps of the marketing mix, which expands the traditional four elements to include people, process, and physical evidence. Theories such as consumer behavior, branding, and pricing also play a crucial role in the development of effective marketing strategies in Australia.
Metrics to Measure the Success of Marketing Activities in Australian Businesses
Australian businesses use various metrics to measure the success of their marketing activities, such as sales revenue, customer satisfaction, brand recognition, and market share. These metrics are used to evaluate the effectiveness of marketing strategies and make necessary adjustments to improve performance. Additionally, businesses in Australia use digital marketing tools such as Google Analytics and social media metrics to track online engagement and conversion rates.
Principles and Practices of Marketing- PPM is a crucial module for business students who want to pursue careers in marketing or start their own businesses in Australia. The module covers essential concepts such as market research, segmentation, targeting, positioning, the marketing mix, and marketing communication. By developing analytical and problem-solving skills, students are better equipped to identify marketing challenges and opportunities and develop effective marketing strategies that drive business growth and success.
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