This document is for Coventry University students for their own use in completing their

assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

Faculty of Business and Law

Assignment Brief

Module Title: Marketing Assignment CW1

Management Number
Module Code: 203MKT Assignment Title SIM BRAND Marketing Plan

Assignment 40%
Weighting

Release Date: Module Leader Geoff Alcock

Submission 15/12/17
Date/Time: 18:00:00

Submission Submission through

Time and Place: Turnitin ONLY

Assessment Information

This assignment is designed to assess learning outcomes:

1. Demonstrate knowledge and understanding of marketing planning theoretical frameworks to design,

implement and evaluate a marketing plan.

2. Analyse, problem solve and apply marketing concepts and techniques effectively.

3. Demonstrate knowledge and practical skills in the use of Information Technology in marketing planning
analysis

4. Design and present marketing and financial data analysis, and recommendations in an effective manner.

This assignment is a group assignment.

Scenario:

Your company has been taken over by a global private equity firm. You have previously been working for your
company for four years as a marketing team, tasked with creating mobile phones for both the European and
Asian markets. The new owner wants to understand what you have been doing for the last four years, and
more importantly, understand what you plan to do in the future. You must compile a marketing report,
detailing your actions over the last four years, and your plans for the future. The new owner of your company
has high standards: you must convince the owner that your business plan for the future is viable.

The Task:

Using a range of marketing planning methods, analyse your teams marketing and financial performance in the
marketing simulation game, assess the teams current market situation, and design a viable strategic marketing
plan for the future of your teams business.

Page 1 of 9
This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

STRUCTURE OF THE REPORT:

I. An Executive Summary of no more than two sides of A4 size paper summarising the key points of
your Main Report reviewing your plans and performance over the preceding five years, and
outlining your marketing plan for the coming two years. Conclude this section by summarising the
main competitive points that make the business case for the plan you are proposing. (The word
count for this will not be included in the word limit for the main report).
II. A Main Report of a word length approximately 4000 words (+/- 10%) that applies appropriate
theoretical concepts in marketing planning and strategic marketing in order to analyse the
companys marketing performance over a four year period, and create a credible marketing plan
for the coming two year period. The report should include:
a. An introduction to the background of your business, including clear mission and vision
statements. You must then provide a structured summary of your performance through
periods 1-4.
b. A comprehensive marketing audit including: PESTEL analysis, Porters Five Forces analysis an
analysis of your previous STP (Segmentation, Targeting & Positioning) strategy, a review of
your marketing tactics, and a SWOT analysis.
c. A set of appropriate objectives for periods 5 & 6. Include a clear mission statement (if
changed), and a set of medium-term (to year 6) corporate, marketing and financial
objectives.
d. An explained and justified set of marketing strategies that you plan to adopt for periods 5-6.
This will include strategies for growth, competitive strategy, STP strategy. There should be
clear evidence of the use and application of appropriate strategic tools in determining
strategy. Apply these tools where you deem them to be most applicable. Tools may include:
Ansoff Matrix, BCG Matrix, Segmentation models and Positioning Maps.
e. An explained and justified range of marketing mix tactics you will use in your plan to fulfil
your stated marketing strategy(s), and to position your market offering competitively within
your chosen target market segment(s).
f. A quantifiable set of planning and implementation controls including a clear set of key
performance indicators in terms of sales, market share etc.
g. A quantitative forecast for periods 5 & 6 based around the key performance indicators you
have previously identified.

III. Supporting evidence, which can be taken directly from the simulator. Screen grabs can be
included both in text and within your appendices.
IV. List of References and Bibliography.

Note:
a. The limitations of the word count can be overcome by synthesizing the results of your teams
performance in the simulation game in your main report and illustrating them in detail as separate
Tables in your Appendices section.
b. The simulation game reflects a real-life business situation and is designed to give you an experience of
real world business decision making.
c. Therefore your performance in the game as is evidenced in the results you achieve as well as the
standards of reflective business judgment you demonstrate in the decision making process will be a
clear indicator of your marks.
d. You are advised to research appropriate sources including Mintel, Keynote, Datamonitor, etc for
information on market conditions as well as browse websites of key market players.

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This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

Criteria for Assessment

Class Mark range Guidelines

Class I 90 100% In addition to that for 70 79% below, an outstanding answer that could hardly be
bettered. High degree of understanding, critical/analytic skills and original research, where
specified. Outstanding in all respects.

In addition to that for 70 79% below, the answer will demonstrate an excellent level of
80 89% understanding, presence of clear description, critical/analytical skills or research, as
appropriate.

Answer entirely relevant to the assignment set. Answer will demonstrate clear
understanding of theories, concepts, issues and methodology, as appropriate. There will
70 79% be evidence of wide-ranging reading and/or research, as appropriate, beyond the
minimum recommended. Answers will be written/presented in a clear, well-structured way
with clarity of expression. At level 3, evidence of independent, critical thought would
normally be expected.

Class II : I 65 69% Answer demonstrating a very good understanding of the requirements of the assignment.
Answer will demonstrate very good understanding of theories, concepts, issues and
methodology, as appropriate. Answer will be mostly accurate/appropriate, with few
errors. Little, if any, irrelevant material may be present. Reading beyond the
recommended minimum will be present where appropriate. Well organised and clearly
written/presented.

A good understanding, with few errors. Some irrelevant material may be present. Well
organised and clearly written/presented. Some reading/research beyond recommended
60 64% in evidence.

Class II : II 55 59% Answer demonstrating a good understanding of relevant theories, concepts, issues and
methodology. Some reading/research beyond that recommended may be present. Some
errors may be present and inclusion of irrelevant material. May not be particularly well-
structured, and/or clearly presented.

Answer demonstrating a reasonable understanding of theories, concepts, issues and

methodology. Answer likely to show some errors of understanding. May be significant
50 54% amount of irrelevant material. May not be well-structured and expression/presentation
may be unclear at times.

Class III 45 - 49% An understanding demonstrated, but may be incomplete and with some errors. Limited
use of material with limited reading/research on the topic. Likely to be poorly structured
and not well-expressed/presented. Irrelevant material likely to be present.

Basic understanding demonstrated, with some correct description. Answer likely to be

incomplete with substantial errors or misunderstandings. Little use of material and limited
40 44% reading/research on the topic in evidence. May be poorly structured and poorly
expressed/presented. Some material may be irrelevant to the assignment requirements.

Marginal fail 35 39% Some relevant material will be present. Understanding will be poor with little evidence of
reading/research on the topic. Fundamental errors and misunderstanding likely to be
present. Poor structure and poor expression/presentation. Much material may not be
relevant to the assignment.

Fail 30 34% Inadequate answer with little relevant material and poor understanding of theories,
concepts, issues and methodology, as appropriate. Fundamental errors and
misunderstandings will be present. Material may be largely irrelevant. Poorly structured
and poorly expressed/presented.

Clear failure to provide answer to the assignment. Little understanding and only a vague
20 29% knowledge of the area. Serious and fundamental errors and lack of understanding.
Virtually no evidence of relevant reading/research. Poorly structured and inadequately
expressed/presented.

Complete failure, virtually no understanding of requirements of the assignment. Material

may be entirely irrelevant.
Page 3Answer
of 9 may be extremely short, and in note form only.
0 19% Answer may be fundamentally wrong, or trivial. Not a serious attempt.
This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

Marking Scheme:

Structure 10%
Content is organised and appropriate; coherent; flow of information, arguments, and concepts

Knowledge and Understanding 30%

Identifies, explains, draws on appropriate theories, models, literature to demonstrate depth and breadth of
reading to address the question

Application 30%
Application of theory or practical examples given appropriate to context

Analysis and Recommendations 20%

Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified
recommendations

Presentation 10%
Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style
academic/professional

Bonus Marks for SIMBrand Share Price Performance

The coursework markers will award from 0-5% extra marks for each groups coursework mark, depending on
the groups final share price performance in the SIMBrand game.

Word Count
The word count is 4000 words. There will be a penalty of a deduction of 10% of the mark (after internal
moderation) for work exceeding the word limit by 10% or more. The word limit includes quotations, but
excludes the bibliography.

How to submit your assessment

The assessment must be submitted by 18.00:00 on 15/12/17. No paper copies are required. You can access the
submission link through the module web.

Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to
ensure that you have fully submitted your work.
All work submitted after the submission deadline without a valid and approved reason (see extenuating
circumstances below) will be given a mark of zero.
Extenuating Circumstances - The University wants you to do your best. However we know that sometimes
events happen which mean that you cant submit your coursework by the deadline these events should
be beyond your control and not easy to predict. If this happens, you can apply for an extension to your
deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the
next assessment period (for example, to the resit period following the main Assessment Boards). You must
apply before the deadline. You will find information about the process and what is or is not considered to
be an event beyond your control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-
Extension.aspx
Students MUST keep a copy and/or an electronic file of their assignment.
Checks will be made on your work using anti-plagiarism software and approved plagiarism checking
websites.

GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT

Plagiarism

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This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

As part of your study you will be involved in carrying out research and using this when writing up your
coursework. It is important that you correctly acknowledge someone elses writing, thoughts or ideas and that
you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to
copy from another source without acknowledging that it is someone elses writing or thinking. This includes
using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of
others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure,
please visit www.coventry.ac.uk/caw. You can also check your understanding of academic conduct by
completing the Good Academic Practice quiz available on Moodle.

Moodle includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism
when it occurs. Copying another students work, using previous work of your own or copying large sections
from a book or the internet are examples of plagiarism and carry serious consequences. Please familiarise
yourself with the CU Harvard Reference Style (on Moodle) and use it correctly to avoid a case of plagiarism or
cheating being brought. Again, if you are unsure, please contact the Centre for Academic Writing, your
Academic Personal Tutor or a member of the course team.

Return of Marked Work

You can expect to have marked work returned to you 24/01/18. If for any reason there is a delay you will be
kept informed. Marks and feedback will be provided online. As always, marks will have been internally
moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the
external examiner has completed his / her review.

Allocation of marks among group members

Please note that in the absence of supporting documentary evidence to the contrary, it will be assumed that
the final group report submission is the result of a consensus among all group members and that each
individual member has made a consistently equitable contribution to the simulation game and decision making
processes as well as to the construction and submission of the report. Therefore any marks awarded to the
report will be allocated equally to all the group members.

However if there is any evidence of dissension or conflict within the team with regards to agreeing upon the
proportionate contribution of each member of the team to the game and report, and thus the ensuing mark
allocation, group members must meet with the Module Tutor either together or individually to discuss this
issue along with appropriate supplementary documented evidence, e.g. emails, logs etc. It is required that any
non-involvement in sessions by group members be initially addressed by other members, and then, if not
resolved, be notified by email to the Module Tutor by Fri 17th Nov 2017. Final notifications of low/non-
contributions must be emailed to the Module Tutor by 18:00 on 15 th Dec 2017. All discussions will be kept
confidential and the Module Tutors decision regarding allocation of marks will be final.

It is expected that all group members will demonstrate a professional and mature attitude to working in teams
and sharing equal responsibilities for problem solving and decision making in the overall interests of the team.
It is required that group members maintain accurate records of their progress through the game including
proportionate responsibilities for research, decision making inputs, extra reading, writing and submitting the
group project. In the absence of any direct representations from group members backed up by documentary
evidence, the Module Tutor will award equal marks to all the group members. Students are strongly advised to
follow the format of the Group Work Documentation provided in this Briefing Pack and maintain appropriate
records so that they can be produced as evidence along with the coursework submission. Students are also
strongly advised to use the Discussion Forum available within the game website to create an audit trail of group
work and participation from all team members.

203MKT Marketing Management

Group project team contract

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assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

CODE OF CONDUCT

Group members
Student number Surname Forename
1
2
3
4
Signatures

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This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

203MKT Marketing Management GROUP PROJECT

MINUTES
Date Time
Team Universe
Present
Absent
Apologies
Action points from previous meeting
1

Discussion, review, decisions

Action points for next meeting

Item Responsible Deadline
1

Details of next meeting

Date / Time / Place

Signatures

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This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

COURSEWORK:

INSTRUCTIONS AND SUGGESTIONS

1. Read the coursework briefing thoroughly.

2. Understand the requirements of the brief. In particular understand the assessment criteria and
marking scheme.
3. Start preparing by reading up on all relevant theory including the Marketing Planning Process
and note down all the key concepts including the full referencing citation according to Harvard
Style.
4. Ensure that all the stages of the marketing planning process are addressed including all
relevant documentation.
5. Read the game material handout thoroughly and understand the key points.
6. Pick out the important points of the reading material and make rough notes categorizing these
points into different aspects of marketing that may be relevant to your work e.g.
environmental factors, SWOT analysis, marketing mix factors, target market segments,
industry analysis, competitors etc.
7. In particular concentrate on the market segments in the game, the nature of the product and
other marketing mix decisions that you will need to use.
8. Read through the Decision Making Instructions and particularly try to understand the section
on Management Decisions and Decision Making Process. The handout is also available on
the game website itself.
9. If necessary research online sources such as Mintel, KeyNote, Datamonitor, Euromonitor etc.
and other financial databases such as Reuters, FT and EIU for generic market information
and trends for PDA and other tech products in the Europe and Asia markets and find out
appropriate information about the industry.
10. It may also be worthwhile to examine the websites of companies who make similar products.
11. Collect all relevant information and make notes. Each member of each team will complete the
preliminary research so they can contribute fully to the game decision making and the plan for
years 5 and 6.
12. Draw up a general code of conduct that outlines team-working procedures and exchange
contact details and make sure you lay down clear instructions for communicating with each
other at all times.
13. You must meet before the start of Live Round 1 for a strategic group discussion to plan your
strategic and tactical approach to the live game. You should pool your notes together and
draw up a clear mission statement, a clear strategy in terms of the segments you want to
target and a set of measurable corporate objectives at least for the first two of rounds (years).
14. Draw up some rough marketing mix decisions for your target segments such as what type of
products and product designs you want to sell, what features these should have, how you
want to price them, and how much you would like to spend on advertising and channel
investments for each of these segments.
15. Ensure that you register for the correct game according to instructions given by your module
tutor. DO NOT UNDER ANY CIRCUMSTANCE REGISTER FOR THE WRONG GAME!
MAKE SURE YOU HAVE YOUR DETAILS CORRECT AND ENSURE THAT YOU REGISTER
CORRECTLY!
16. Make good use of the practice rounds. You have plenty of time for the practice round
deadlines so keep trying out different permutations and combinations of marketing mix
decisions and examine the impact of these decisions in terms of sales as well as on the
financial data page.
17. Be very sure about the deadlines for each round. PLEASE ENSURE THAT YOU SAVE YOUR
DECISIONS FOR EACH ROUND! If you do not save your decisions for each round, the
decisions from the previous round will still stand. PLEASE ENSURE THAT YOU SAVE YOUR
REPORTS AND DECISION CHECKLISTS FROM EACH ROUND AS EVIDENCE!
18. Tips for approaching the game and CW:
a. Dont start working on the game and CW without doing all the relevant reading and
research
b. Be very sure about your theoretical framework before you start constructing the plan
the coursework requires you to apply theory to a given business case scenario
you wont be able to do this unless you are very sure of your basics.
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This document is for Coventry University students for their own use in completing their
assessed work for this module and should not be passed to third parties or posted on any
website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

c. Make your decisions on a collective basis as a team. Remember you are working as
a team and the market decides which team is being the most efficient. The game is
designed to reflect the real life business world closely and you should be realistic
about this. Use the discussion board options within the game website to keep in touch
with each other always.
d. Minute your team meetings and interactions accurately.
e. Make your decisions week on week. Save your decisions. Make sure that you review
your previous years results before making a fresh set of decisions.
f. Always keep an eye on your competitors. Ensure that you are changing your strategy
and tactics in line with those of the competitors.
g. Compile your evidence from each year. Save your market and financial reports and
decision checklists in your hard drive and take turns printing them to save on costs.
REMEMBER TO SAVE YOUR DECISIONS ON TIME. ALSO REMEMBER THERE
ARE NO SYSTEM ERRORS ONLY HUMAN ERRORS!
h. Ensure that your game is going according to plan. Always keep checking against your
initial mission statements to ensure that your company is going on the right track and
also reflect on your companys performance periodically.
i. Allocate responsibilities for the construction of the report within your team and decide
on a structure for your report.
j. Collect all your evidence and then start constructing your report. Check your work for
language, spelling, and grammatical errors submit a fully finished version that is
thoroughly edited.
k. Make sure you have all the Appendices and that you have addressed all the
requirements of the report before you hand it in
l. Plan your work in advance within your group to save any later misunderstanding and
miscommunication.
m. Refer to the given website for help and suggestion on the appropriate format and
language to be used.
n. Remember your grades are very important to passing your module and gaining
your degree, so take the CW seriously.
o. DONT PLAGIARIZE SUBMIT ON TIME ENJOY THE EXPERIENCE!

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