Student Details ( Student should fill the content)
Name
Batch Number
Student ID Cardiff Met ID : ICBT ID :
Scheduled unit details
Unit code MBA 7003
Unit title Marketing Assignment WRIT 2
Assignment Details
Nature of the Assessment Assignment 2
Topic of the Case Study GIVEN
Learning Outcomes covered YES
Word count 2000 words
Due date / Time 16 March 2023
Declaration
I certify that the attached material is my original work. No other person’s work or ideas have
been used without acknowledgement. Except where I have clearly stated that I have used some of
this material elsewhere, I have not presented it for examination / assessment in any other course
or unit at this or any other institution
Signature Date
Result (Assessor use only)
Marks by 1st Name & Signature of the 1st
Assessor Assessor Agreed
Mark
Marks by IV: Name & Signature of the IV
For Office use only (hard copy assignments)
Receipt
Received by
date
Assignment Type & Title:
For student use: Critical feedback on the individual progression towards achieving the
assignment outcomes
For 1st Assessor use: Assessment feedback
Strengths
Area for improvements
Date
Name & Signature of the
Assessor : :
Comments by the IV
Date
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Marketing MBA 7003
Assignment 2 –WRIT 2 (Individual work)
Word limit: 2000 words
Weighting of assessment: 50% total marks
Learning Outcomes Covered
Understand the role and function of marketing in a variety of market and
organizational contexts.
Critically evaluate and utilize marketing research data and methods to a given
market situation.
Apply the concepts of Segmenting, targeting, and positioning to a brand
Develop and justify a marketing mix for a given target market.
Assignment Brief
This assignment consists of five tasks and each task is equivalent to approximately 400
words. (In order to manage the word count, students may use tables, charts, and
infographics where relevant). Students should choose different brands for each task (avoid
using same brand/product for all tasks).
Task 1 (400 words equivalent)
A. Critically discuss the need to conduct a marketing audit as part of the marketing planning
process. (10 marks)
B. What are the steps of a marketing audit? Provide an outline plan for a marketing audit by
selecting a brand of your choice. (10 marks)
Task 2 (400 words equivalent)
Digital marketing plays and important part of marketing a brand today.
A. Select a brand and evaluate the digital marketing activities conducted and their impact on
the key performance indicators. You are expected to discuss how the digital marketing
activities have contributed to achieving the digital marketing key performance indicators
of the brand. (10 marks)
B. Provide an outline of the steps you would implement as a marketer to take a brand to the
digital arena, or select and brand and recommend improvements to their digital marketing
activities to achieve better results in terms of digital marketing Key Performance
Indicators (10 marks)
Task 3 (400 words equivalent)
Critically discuss the importance of the marketing communications mix in building and maintain
a brand’s top-of-mind awareness among target customers and in influencing consumer behaviour
to purchase the brand. Provide a detailed example from a brand of your choice to support your
answer. You are expected to discuss how advertising, sales promotion, public relations and
publicity has impacted the brand in achieving the brand’s marketing communication objectives.
Students are expected to use digital and traditional media as part of your answer. Apply relevant
theory such as the AIDA model and other relevant theory including implementation of integrated
marketing communications (IMC). (20 marks)
Task 4 (400 words equivalent)
A. Marketers are increasingly concerned about ethics today, especially, in communicating
brand messages to target audiences. Identify issues in marketing ethics and discuss the
need for marketers to pay attention to ethical considerations as part of marketing
communications. (10 marks)
B. Critically discuss methods of determining the annual marketing budget for a brand of
your choice. (10 marks)
Task 5 (400 words equivalent)
A. International marketing plays a key role today in generating revenue and profit growth
for a brand. Select a brand and recommend international marketing activities to take the
brand to an overseas market of your choice. Justify the overseas market selection criteria.
(If the brand is already present in an overseas market(s) you may analyse its performance
and recommend action to improve performance). (10 marks)
B. Marketing research provides important input to understanding target consumer needs.
You have just been appointed as a marketing manager of a brand and your boss has
requested you to provide an outline of a marketing research proposal to obtain
information on target consumer needs. Write this proposal by selecting a brand of your
choice. The marketing research proposal should include the background to the brand’s
current situation, and the marketing research objectives and marketing research methods
that you may adopt to achieve the marketing research objectives. (10 marks)
Very important
You must use Harvard Referencing system throughout your work. Correct in-text referencing is
required and a full and correct reference list needs to be provided. Please note for academic
acceptance, it is important to refer to adequate sources in building critical arguments with regard
to this assignment. Generally, the lecturer expects minimum of 10 latest sources from accepted
recommended journals, required reading and recommended readings. For a list of required and
recommended reading, please refer the “Module Specification” section of the student handbook.
Marking Scheme
Task Assessment Criteria Excellent Very Good Good Satisfactory Poor Very
Poor
Task 1 a. Critical discussion of the the
importance of the marketing
audit as a first step in the
marketing planning process.
20-18 17-15 14-12 11-9 8-6 5-0
b. Provides a clear outline of a
plan for the marketing audit
with an example applied to a
brand.
Task 2 a. Critically evaluates the digital
marketing activities of a brand
of your choice with reference to
their impact on results (Key
Performance Indicators).
20-18 y17-15 14-12 11-9 8-6 5-0
b. Implementing digital marketing
strategies. A detailed action plan
for a brand. Target group
analysis and appropriate
recommendations.
Task 3 A detailed application of the
marketing communication mix to a
brand in achieving its marketing 20-18 17-15 14-12 11-9 8-6 5-0
communication objectives and
application of theory.
Task 4 a. A detailed discussion of issues
in marketing ethics.
b. A critical discussion of the
methods of determining the 20-18 17-15 14-12 11-9 8-6 5-0
marketing budget with the
possible impact on the KPIs of a
brand.
Task 5 a. Justify the overseas market 20-18 17-15 14-12 11-9 8-6 5-0
selection criteria with facts and
figures.
b. A comprehensive marketing
research proposal with the
objectives and methods.
REPORT STRUCTURE
Paper Size : A4
Word Count : 2000 words
Printing Margins : LHS; RHS: 1 Inch
Binding Margin : ½ Inch
Header and Footer : 1 Inch
Printing : Single Sided
Basic Font Size : 12
Font Style : Arial/Times New Roman
Presentation : Bound Document
Important Information for Students
The final version of your individual assignment softcopy needs to be uploaded to the
Turnitin via Cardiff Met Moodle before the deadline.
For TURNITIN submission please log on to www.cardiffmet.ac.uk and submit
through the Moodle.
The final version of your individual assignment soft copy (word format only) must be uploaded
to ICBT SIS on or before the deadline.
Please log on to www.icbtsis.lk to upload your assignment.
The softcopy should be named as MBA-(subject number) (followed by the Cardiff met student
ID.
E.g. for Delivering Successful Projects Assignment
MBA-7024 -2000000
Students are expected to keep a backup of all the assignments. ICBT and Cardiff Metropolitan
University have all the right to re call for soft copy of any assignment at any time during the
course.
Please note that plagiarism is treated as a serious offence and therefore the work you produce
must be individual and original although may work in groups in some instances (Please refer to
Student Handbook on Plagiarism & Cheating).
All sources of information must be referenced using “Harvard referencing” where a reference
listing should be included at the end of the assignment.
Please note that the submission date given for this assignment is the final date that you can
upload the assignment. No late submissions are allowed by the system.
Please refer to Student Handbook on Assignments – Re-submission, mitigating circumstances
procedure.
Please include the assignment coversheet and feedback sheet in your softcopy of the
assignment. Please avoid copying assignment question in your answer file.
The submission instructions of Turnitin and ICBT SIS will be circulated a few weeks before the
submission deadline.
