THE UNIVERSITY OF NORTHAMPTON

NORTHAMPTON BUSINESS SCHOOL

MODULE: MKTM028 Strategic Marketing MBA 2016-2017

Module Code Level Credit Value Module Leader

MKTM028 7 20 Dr Stephen Castle
SPSD2

Assignment Brief
Assignment title:
Assignment Two MKTM028: Product Portfolio

Weighting:
60% of Module Marks

Deadline:
Monday 24th July 2017 23.59h
Feedback and
Grades due: 21st August 2017

Resit Date 18th September 2017

Purpose of the Assessment
This assignment has been designed to allow students the opportunity to explore the
underlying importance of marketing and a marketing philosophy within organisations,
and to society as a whole.

Assessment Task
“Most organisations offer more than one product or service…..The advantage here is
that the various products – the product portfolio – can be managed so that they are
not all in the same phase in their life cycles” (Hollensen, 2015 p257).

Having a balanced portfolio allows for the most efficient use of both cash and human
resources (Hollensen, 2015 p257).

* Hollensen, S. (2015) Marketing Management: A relationship approach. 3 rd ed.

Harlow Pearson.

By reference to academic literature, explore the concept of product portfolio

management, using appropriate marketing models and industry examples to
demonstrate your learning and application.

Indicate how any company could apply the concepts around portfolio management,
making generic recommendations.

You are required to produce an essay that demonstrates your understanding of key
aspects of Strategic Marketing.

The essay should have:

 A sound theoretical and conceptual perspective, containing evidence of critical
debate within an appropriate academic literature.
 An effective practical foundation, which makes generic management
recommendations.

Assessment Submission
Online submission only. To submit your work, please go to the ‘Submit your work’
area of the Module NILE site. It is important that you submit your work to the correct
module NILE site, and that your work is submitted on time.

The work will be submitted in essay format and should be 3000 words, +/- 10%.
University policy regarding the presentation of references must be followed.
Any assignment that exceeds the given word count will be penalised.

Academic Practice
This is an individual assignment. The University of Northampton policy will apply in all
cases of copying, plagiarism, academic misrepresentation, or any other methods by
which students have obtained (or attempted to obtain) an unfair advantage.
Support and guidance on assessments and academic integrity can be found from the
following resources

SkillsHub: https://skillshub.northampton.ac.uk

Learning& Development:
https://nile.northampton.ac.uk/webapps/portal/execute/tabs/tabAction?
tab_tab_group_id=_253_1
Assessment Guidance
See below.

Learning outcomes
The learning outcomes being addressed through this assignment are:
Knowledge and Understanding

a) Justify, using robust practical and theoretical evidence, the application of

marketing across a variety of orgainisational contexts

b) Critically select and apply relevant marketing theories, conceptual models and
frameworks in the development of marketing strategies within a dynamic
business environment to produce superior marketplace performance

c) Demonstrate knowledge applied to evaluate marketing practice in relation to

the cross-functional aspects of business & management with the goal of
enhancing long-term shareholder value

Subject Specific skills

d) Synthesise complex organisational based information, together with dynamic

external data into effective marketing lead strategies

e) Demonstrate an ability to work effectively in a leadership role in order to carry

out marketing tasks linking theory to practice

Key Skills

f) Make discriminating use of a range of learning resources in order to solve

organisational marketing related problems

g) Communicate the solutions arrived at, and the thinking underlying them, in
verbal and written form.

Assessment criteria
Please consult the Assessment Matters section of the Common Academic Framework
- Student Guide for information on the general grading criteria.

In order to gain a good pass for this assignment at this level students are expected
to pay attention to the following:

Structure and clarity of expression

The fundamental features of well-structured work are expected as the norm at this
level with students often involved in developing a suitable conceptual framework in
order to evaluate and analyse the issue or question set. There will be proper
attention to the type and style of the assignment – in this case academic essay - and
the work should remain clearly focused, follow a logical sequence and clear sense of
direction even though more complex issues are addressed.

Reading/Research and Referencing

Reading should extend beyond general marketing texts and encompass specialist
texts as well as the extensive use of journal articles, periodicals including
professional/industry publications. Students should also demonstrate a more
selective approach to their reading in order to improve the quality of their work
through varied, appropriate sources to logically develop and support their argument.
The proper, accurate presentation of quotations and references is expected and
inaccuracies will be penalised, as will the over-reliance on a single source or limited
sources of information.

Content and understanding

Knowledge itself is not necessarily rewarded at this level. While extensive knowledge
and understanding is expected, it is how this is used in analysis which is more
important. Capable students will demonstrate an awareness of contemporary issues
and importance of adopting an organisation wide marketing philosophy to contribute
to greater stakeholder engagement, customer satisfaction and value creation.
Capable students may realise that a definitive answer to particular concerns posed by
the essay question may prove elusive.

Analysis/Evaluation
Students should demonstrate an ability to identify the key issues which are most
relevant to the given area of marketing strategy, philosophy and application -
centred on its overall purpose, usage and effectiveness. The ability to appraise and
evaluate marketing concepts, theories and frameworks and their application for
gaining understanding and insights regarding their chosen example is expected and
students should be able to demonstrate skills of critical evaluation of theory during
their work.

Application to industry
Students should demonstrate the ability to integrate theory into practice and
increasing abilities to evaluate the embedded marketing philosophy and its resulting
outcomes for relevant businesses and organisations.

Grading / feedback guidance

The table on the following pages serves as a general grading guide to assist you in
preparing, structuring, presenting and evaluating your own work. Lecturer feedback
will also include specific remarks on strengths and aspects for improvement as well
as overall comments on the assignment as a whole.
GENERAL ASSESSMENT FOR PORTFOLIO ANALYSIS
A B C D F
Structure & A polished and Presentation carefully Presentation and Presentation shows Disorganised and
clarity of coherent structure. and logically organisation attempt to organise. unclear, the assignment
expression Thoughts & ideas are organised. Thoughts satisfactory. Language Language not always is poorly presented and
expressed clearly and and ideas expressed mainly fluent though fluent. Needs thorough inadequately
10% focused on the purpose with clarity and focus. some proof-reading proof-reading. structured.
of the task. Fluent required.
academic style.
Reading / Excellent range of Good range of sources Sound range of sources Limited range of Very limited range of
research & relevant sources has used to inform the has been sued, sources used to inform sources has been used,
referencing been used to inform the piece. There is although evaluation of the piece, with little many of which are not
piece, with clear evidence that the these is more limited. evidence of evaluation. credible. No effort at
15% evidence that the credibility of sources Referencing is in Referencing has major evaluation of sources.
credibility of sources has been considered. accordance with the errors. Application of Referencing is
has been considered. Referencing is in Harvard format, but the findings to the inadequate.
Referencing is in accordance with the with errors. chosen brand is
accordance with the Harvard format limited.
Harvard format.
Content and Excellent use is made Good use is made of Sound use is made of Limited use is made of The submission fails to
understanding of relevant marketing relevant marketing relevant marketing relevant marketing meet the required
theory to structure and theory to structure and theory to structure and theory to structure and standard due to
inform the piece. Clear inform the piece. Clear inform the piece. inform the piece. significant content
20% understanding is understanding is Application of Application of omissions and lack of
evident in the way evident in the way marketing theory marketing theory understanding.
marketing theory is marketing theory is demonstrates a sound shows deficiencies in
employed. employed. level of understanding. understanding.
 Analysis / Highly analytical An analytical approach There is sound The submission is There is an inadequate
evaluation approach. Excellent is evident. Good use is evidence of an largely descriptive, level of analytical and
use is made of relevant made of relevant analytical approach, although with some evaluative work. The
theory to inform and theory to inform and although with a fair evidence of analytical submision is highly
30% facilitate a robust facilitate evaluation of degree of descriptive and evaluative work. descriptive with
evaluation of an an embedded work. Marketing insufficient application
embedded marketing marketing approach. theory is employed, but of relevant marketing
approach. there are limitations in theory.
the degree of
evaluation.

Application to The theories, findings, The theories, findings, There is effort to apply There is limited effort There is no application
industry and analysis are fully and analysis are well the theories, findings, to apply the theories, of the theories,
applied to the chosen applied to the chosen and analysis to the findings, and analysis findings, and analysis
organisation, with organisation, with chosen organisation, to the chosen to the chosen
25% comparisons as comparisons as with comparisons as organisation, with little organisation, with no
appropriate. appropriate. appropriate. appropriate appropriate
comparisons. comparisons.