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1.Appreciate and evaluate the relevance of the marketing concept to organisations both from academic and practical points of view. Â Â Â Â Â Â
2.Understand and critically evaluate the impact of the marketing environment and different stakeholders on marketing decisions.Â
You are required to select one model associated with the situation analysis on which to base your assignment; and use one or more organisations as examples to help illustrate your academic points.Â
Critically evaluate how your selected model supports the marketing decisions of a marketing manager.
Areas that may be included in your discussion include:
1.Discuss how the model helps marketing managers analyses the key changes in the marketing environment.
2.Your work should mainly be a critical evaluation of the literature about the model supported with academic references.
3.It’s essential that you make full use of theory, models and references to support your points.
4.Demonstrate a strong link between the model and its usefulness to the marketing manager.
5.The choice of an organisation is just to help you illustrate your knowledge and understanding of the theory.
6.You may select any organisation, but one in consumer markets may be easier to help illustrate your points.
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Criteria and weighting |
Distinction  90–100%  Evidence of…  |
Distinction  80-89%  Evidence of… |
Distinction  70-79%  Evidence of… |
Merit  60-69%  Evidence of… |
Pass  50-59%  Evidence of… |
Fail  40-49%  Evidence of… |
Fail  30-39%  Evidence of…. |
Fail  20-29%  Evidence of… |
Fail  10-19%  Evidence of… |
Fail  0-9%  Evidence of… |
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Analysis Application and critical evaluation of theory 25% |
Exceptionally high level of critical evaluation of appropriate model from both and academic perspective and applied from a practitioner’s perspective. Excellent conclusions and inferences drawn.  |
High level of critical evaluation examining the model from an academic perspective and evaluated in the context of the organisation, as well a high level of critical evaluation from a   practitioner’s perspective. Leading to insightful conclusions and inferences.  |
High level of critical evaluation. The model will have been critically evaluated and made good use of academic sources to draw conclusions on the effectives of the use of the model. Good links to other appropriate models to support the discussion. |
The effectiveness of the model will be evaluated drawing on the literature. The benefits and the use of the model will be clear and applicable to the organisation. Weak links to other models. |
The benefits and the problems of the model will have been explored. The depth of evaluation will be limited, with limited use of the literature to support the discussion and some evaluation of the use of the model from the marketing manager’s perspective. No links to other models.  |
The model is described with little evaluation. Very little or no use of literature to support the discussion on the effectiveness of the model. |
Very basic description of the model. Little evidence of any form of evaluation of the model. |
Little or no description of the model, little or no demonstration of the purpose of use of the model. |
No description of the model, little or no demonstration of the purpose of use of the model. |
No discussion on the application or theory, the work does not address the assignment brief |
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Analysis Analysis of the marketing environment. 25% |
Excellent focus on specific key environmental factors with an exceptional detailed analysis of how the selected model helps analyse the potential impact on the organisation’s marketing decisions.  |
Excellent focus on specific key environmental factors with a very detailed analysis of how the selected model helps analyse the potential impact on the organisation’s marketing decisions.  |
Clear focus on specific key environmental factors with   detailed analysis of how the selected model helps analyse the potential impact on the organisation’s marketing decisions.  |
Selects environmental factors that are relevant to the organisation and/or industry. Analysis is broader, yet still provides useful insights as to how the environmental factors impact of the organisation’s marketing.  |
Very broad environmental factors are selected. Analysis is general and could be applied more specifically to the example organisation |
Very broad environmental factors are selected. The discussion is mainly descriptive with limited evaluation of how these factors impact on the organisations marketing. |
Very basic and broad description of environmental factors. Little or no application to the organisation. |
Environmental factors are raised with minimal descriptio |
Very basic broad description of high-level environmental factors. |
No environmental factors are discussed |
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Knowledge Marketing Management decisions 25% |
Exceptional detailed evaluation of how the most relevant environmental factors impact on the specific marketing management decisions made by the selected organisation. Â |
Excellent detailed evaluation of how the most relevant environmental factors impact on the specific marketing management decisions made by the selected organisation. |
Good detailed evaluation of how the specific environmental factors impact on the key marketing management decisions made by the selected organisation. |
Good evaluation and application of how the most appropriate environmental factors influence the main marketing management decisions. |
Some evaluation of how the environmental factors influence the main marketing decisions. |
Weak discussion on how the environmental factors influence the main marketing decisions. |
Little discussion on how the marketing activities are influenced by marketing environment factors. |
Little or no discussion on how the marketing activities are influenced by marketing environment factors. |
Little or no connection between the marketing environment and marketing activities. |
No discussion on how the marketing activities are influenced by marketing environment factors. |
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Communication  Academic writing 25% |
Exceptional structure of assignment as whole and of paragraphs. Points are put across in a clear succinct manner. Very high level in depth evaluation with sophisticated original insightful inferences and conclusions throughout. A strong authoritative argument that flows in a seamless manner. Exceptional use of a wide range of references to support the discussion. Â |
Excellent structure of the assignment and paragraphs. Points are clear and succinct. High level of detailed evaluation with very good original insightful inferences and conclusions throughout. An authoritative flowing argument. Excellent use of a wide range of references to support the discussion. Â |
Good structure of assignment. Points are put across in a clear manner. High level evaluation with inferences and conclusions. A strong argument that flows. Good use of a range of references to support the discussion. |
Clearly structured with points put across in an easy to understand way. Good evaluation and conclusions. A well written argument that flows. Good use of references to support the discussion. |
Reasonably structured. Some points may be weak. Limited evaluation and conclusions. Limited development of an argument in the work that could fit together better. Some use of references to support the discussion. |
Weak structure and few conclusions. Work is descriptive with little or no approach to building an argument. Weak use of references. |
Poor structure. Very weak or no conclusions. Mainly descriptive writing. Little or no use of references |
Very poor or no structure. Little evidence of any thought in the writing of the assignment. Very few or no references which do not support the discussion |
Very poor structure that doesn’t relate to the assignment task |
No structure to the work |
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