assessment scheme strategic management , rajat

8/8/2019 Assessment Scheme Strategic Management , Rajat

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LEEDS METROPOLITAN UNIVERSITY

MSc Marketing - Strategic Marketing Management Assessment Scheme

Submission Location: The Green Bowl - Bhopal

Assessor(s): Dr. Aftab A. Dean / Dr. Anurag Dugar

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The Assessment Scheme As mentioned below, this module will be assessed in three stages. All

assignments are individual pieces of work.

Components Weightage

Part 1: In class time constrained test: 10%

Part 2: Presentation of selected organisation: 20%Part 3: Report: 70%

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Details of each component

Part 1: In class time constrained test 10%

Students will be asked to apply the military tactics, of a chosen military leader, to a CASE study in theautomotive industry. To determine how the military leader would have directed the company tosuccess. The assessment will be tested during a closed book, time constrained period in the seminar.

Marking Criteria

Marks Marks Awarded

Military tactics identified 70

Visual map showing application of

tactics30


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Part 2: Presentation of selected organisation 20%

Presentation Date 6 Nov 2010

Students will be required to prepare an individual 10 minute presentation of the company they haveselected.

Any company selected by students will need to be approved by the tutor to ensure that you will haveaccess to adequate information to undertake analysis appropriate for masters level.

You are encouraged to apply contemporary models or other relevant frameworks that you deem

relevant and applicable to analysing the current strategic position of the company.

After applying the various strategic marketing models you are encouraged to put forwardrecommendations for future marketing strategies for the company.

The literature for the assignment is available from both traditional (books, journals, company reports,

newspapers, Governmental statistics, etc) and electronic sources (MCB emerald, Business SourcePremier, FAME, Lexis databases).

Marking Criteria for Part 2 (20% Weightage)

There are five main areas that the examiner will focus their marking on in your presentation, namely:

Area to be examined Marks Allocated

Audit of MACRO issues and how they are linked to company strategy.

Assessment of companys strengths and opportunities in the market.

15Application of appropriate strategic Tools to demonstrate the current

product/service portfolio of your selected company e.g. BCG matrix, Shellmatrix, etc. 35

Review of previous (less than 2 years) or current marketing campaigns yourselected company has adopted, to position their product/service. Explanation

required of target audience, media used and any evidence highlighting the

success or failure of the campaign. 25

Recommendations for future strategic marketing decisions. Detail is required in

this section. 15

Presentation Style (structure, free from grammar and spelling errors, ispresented within the allocated time frame, etc)

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Part 3: Report 70% Weightage

Submission Deadline -- 3 november 2010 -

5:00 pm

This is an individual assignment that requires you to select an organisation for strategic review.The findings should be presented in report format.

You are offered the following questions, as guidance, to help you structure your report. You are notrequired to address all these issues.

1. Brief History of the company2. Provide an overview of the environment your company is operating in (PESTEL)3. What are the companys main strengths and weaknesses?4. What does the current financial data reveal about the company?5.

Highlight any failures/challenges the company experienced and how they overcame thesechallenges?

6. Who are the companys competitors?7. Apply the portfolio analysis tools to highlight the product portfolio of the company and an

Ansoff growth matrix analysis to identify future opportunities.

8. Who are the companys target customers?9. What is the positioning strategy for the companys products/services (what brand perception

are they trying to create?)

10. In what mediums does the company promote its products/services?11.Which marketing campaigns have failed, if any?12.How does the company maintain a high level of customer service?13.How does the company pursue and ensure customer loyalty?14.What pricing strategy is the company adopting?15.How does the pricing compare with that of its competitors?16.How are the products/services distributed to the companys customers?17.What strategic alliances has the company forged?18.What strategies has the company adopted to achieve success in the market?19.What performance measurements does the company use to assess their marketing

effectiveness?

20.What strategy would you recommend they adopt to ensure their continued success?The student will need to:

y carry out an external and internal investigation for the organisation;y identify an appropriate strategy for the organisation they have selectedy segment markets, select market coverage strategies and determine positioning strategies;y formulate a marketing mix strategy, using the extended marketing mix;y determine implementation and control elements of a marketing strategy.


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Allocation of Marks

Introduction - What are you going to cover in your assignment?- Brief explanation of the company that you have selected 5 Marks

Case Study Review Apply strategic marketing theory to the company you haveselected (see list of questions on assignment sheet)

- Please refer to the recommended reading list and othersuitable academic sources (e.g. Emerald Fulltext, BBC

business website, Business Source Premier, Nexis, etc) toidentify appropriate material for your literature review 65 Marks

Conclusion Discussion Here we are looking for your opinions (based on evidencefrom the academic and company literature that you havereviewed):

- A reflection on the limitations and opportunities ofapplying strategic marketing tools;

- What are the trends in strategic marketing for yourcompany?;

- What marketing strategy recommendation(s) would youmake to the company that you have chosen?

- What Conceptual Models/Frameworks have youdeveloped (synthesise the theoretical and practical

aspects of your research). You are encouraged to develop

your own conceptual strategic marketing frameworksbased on the literature and suitability of application to

your company.

25 Marks

References and

presentationPlease use the Harvard style of Referencing i.e.

Book

Author, Year, Book Title, Edition, Publisher

Journal ArticleAuthor, Year, Title of Article, Journal Title, Volume

Number, Issue Number, page numbers

Citation in your report Jones (2003, p.33) or Jones and David

(2009, p.9), for three or more authors Jones et al (2008, p.2)

Please make sure that your report is free from Grammar

errors and is written fluently (all paragraphs and themesshould have a logical composition) 5 Marks

FEEDBACK1. It is expected that a provisional mark and generic feedback will be provided by the instructor2. Details of when assignments and personal feedback can be collected will be provided by your

Administration Team

assessment scheme strategic management , rajat

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