BM3346 Marketing Strategy – Triple Essay Assessment
Academic Year 2020/21
Module Code: BM3346
Module Name: Marketing Strategy
Module Leader: Dr Chris Richardson
BM3346 Marketing Strategy – Triple Essay Assessment 2020-21
Essay One – The Marketing Mix and Segmentation, Targeting, Differentiation, and Positioning in the Markstrat Simulation (40%) – guide 1200 words
How is the implementation of strategy, through the marketing mix, reliant upon the process of segmentation, targeting, differentiation, and positioning as described by Hooley et al. (2017)? Illustrate your answer with examples from your Markstrat firm (not from real life!).
In answering this question you should demonstrate a critical analysis of the process you followed during the simulation. Make sure you cover all of the 4 Ps in your answer.
Essay Two – Production Planning and Forecasting in Markstrat (20%) – guide 600 words
Critically assess the process that your Markstrat firm went through to plan production, and how this might have been improved. In doing so, critically assess the benefits of the sales forecasting methods described in lectures and how real world forecasting might be more accurate.
Essay one and two are the theories and Markstrat Simulation.
Essay Three – Real World Marketing Strategy Implementation (40%) – guide 1200 words
Hooley et al. (2017) describes three areas important to real world strategy implementation; ie. customer management, alliances & networks, and internal marketing). Discuss how good segmentation, targeting, differentiation and positioning, and a potentially effective marketing mix, can be undermined by poor implementation in these three areas and how companies should address this.
In answering this question, illustrate your answer with examples from the real world rather than Markstrat.
Module Learning Outcomes Assessed:
- Describe and discriminate between the key concepts and theories underpinning marketing strategy development and implementation
- Analyse and evaluate complex market and competitive environments
- Develop and implement annual marketing plans in a simulated marketing environment and critically evaluate results deploying theory in marketing problem solving.
Word Count: 3 essays; 3000 words in total plus 10% flexibility overall. Recommend 1000 words per essay – but not crucial.
Font Size: Arial 12
Line Spacing: Single
Other: No index or appendices! Referencing of Hooley et al. (2012, 2017, 2020 etc) is not necessary. You may reference other sources as appropriate. You must not reference lecture slides; only original and credible sources
Assessment Weighting for the Module:
Student should ensure that all answers
- Cover all areas specified in the question
- Answer all parts of the question
- Reference appropriately, in the correct manner, but only where necessary
- Demonstrate clear and critical thinking
- Demonstrate a clear understand by giving relevant examples
To gain marks within the ranges shown below, the corresponding content should demonstrates the following characteristics:
- Unique or insightful work, which is either of publishable quality in a reputable journal or attains the professional standards expected for the discipline, or; work which displays a critical awareness of the principles and practices of the discipline. Thorough comprehension of the assessment’s requirements, fully realises learning outcomes for the assessment and develops them far beyond normal expectations.
- Displays an individual perspective which is supported by reasoning or evidence. Insightful, logical and articulate, demonstrates a comprehensive coverage of subject matter, engagement with scholarship and research, very good analytical/creative ability. Surpasses the intended learning outcomes.
- 60 – 69%
- Sound and well thought out, organised, secure knowledge of subject, appropriate use of critical references, realises the intended learning outcomes broadly, well expressed, good analytical/creative skills.
- 50 – 59%
- Displays adequate use of critical method but may be poorly argued. Adequate or routine knowledge of subject. Evidence is referred to but there may be inconsistencies in the way it is used. Clear evidence that learning outcomes are being achieved.
- 40 – 49%
- Competent but largely descriptive in approach. Displays understanding of subject with some limitations e.g. an element may be missed. Evidence that learning outcomes are being achieved.
- 30 – 39%
- Evidence that some learning outcomes have been achieved or most learning outcomes achieved partially. Although work may include brief signs of comprehension, it contains basic misunderstandings or misinterpretations, demonstrates limited ability to meet the requirements of the assessment.
- 20 – 29%
- Brief, irrelevant, confused, incomplete. Does not come close to meeting the required learning outcomes.
- 19% and below
N/A – For assessments which require the collection of primary data
Essential Reading for Coursework Task
(if in addition to reading provided in the module outline):
The set book, Marketing Strategy and Competitive Positioning, by Hooley et al.; any of the 2012 (5th), 2017 (6th), or 2020 (7th) editions.
Please note that this is not intended as an exhaustive or definitive list of readings for this piece of coursework. Instead, the articles/chapters listed below should be viewed as core or essential readings that may act as a start point as you prepare to tackle this assignment: