Assignment 1 – Written Marketing Portfolio

Example – Assessment Brief Presentation
Module code	151030004
Module title	Principles and Management of Marketing
Submission date, time	January 6^th 2024.
Feedback type & date	Opportunities will be available in class and by arranging with lecturer.
Word count	3000 words (excluding title page, summary, table of contents, references, appendices, etc.)
Assignment type	Marketing Portfolio
Assignment structure, format and details	This marketing portfolio should focus on a case study of a product, city, service, or event brand of your choice. The report should be underpinned by references to a wide range of secondary sources ranging from academic and industry-related to those specifically related to the chosen case study. Further guidance will be provided in class (see the week-by-week programme). Remember that this is a marketing portfolio, not an essay. Therefore, it should not be written in continuous prose but have relevant subheadings. Key components to address: You will do this assignment in two stages. In the first stage, you need to focus on the following: Choose a product, service, brand, or a tourist destination. You can choose a big established business, or a startup. For instance, you may want to select the city of Dubai, Abu Dhabi, Doha, Marriot Hotels, Double Tree Hilton, KitKat Chocolates, Starbucks Coffee, British Airways, Ryanair, or Air Asia, Football Club, Korean pop band, this will be your choice. In the first part, you need to address the following: 1) Executive summary (you have an example of an executive summary in the context of marketing if you follow this link: https://www.newcastle.edu.au/__data/assets/pdf_file/0009/497799/ Reports-Executive-summary-_Bus_.pdf) The executive summary is not included in the word count. 2) Provide background information about a product brand, city brand, service brand, or event brand of your own choice and 3) Provide analysis of the marketing environment (lecture 2) The second part of your portfolio will contain the rest. It needs to address the following: Explore your chosen case’s current branding marketing mix and marketing communications strategy. Critically evaluate the strengths and weaknesses of their marketing communications strategy. Here, it would be best if you discussed their
	marketing communication strategy. DO NOT MIX IT with SWOT analysis. SWOT analysis will not be accepted. Proposes a preliminary draft for a future marketing communication strategy Surprises me with some ORIGINAL thoughts.
Appropriate use of AI	AI can be used in assistive supporting role in determining some aspects of the questions provided and to give guideline to the structure of the Podcast. However, students are reminded that AI may not be reliable source of information to answer the questions and will need to provide accurate information/citations for their answers.
Assessment weighting %	40%
Key reading and learning resources	You can use the textbook, suggested articles, and sources across the internet to guide you with writing this portfolio.

Guidelines for Assessment

Students are expected to demonstrate critique and original ideas in their assignment. To help you do well, kindly observe the following points:

Take a point of view and justify it • Address all the aspects of the assignment
Demonstrate a systematic approach in the management of the information supported by a logical progression of ideas, i.e. provide a good structure which enables the development of the argument
Be underpinned with both appropriate theory and chosen case study-specific examples
Rely on a wide range of both theoretical and case study-specific secondary sources, all of which will be professionally cited with the appropriate referencing style
Combine critical appraisal with practical information
Make sure that sections (and any sub-sections) are related.
Develop skills of ARGUING critically and creatively. This means applying your material.
Be presented to a very high, professional standard
Reference, reference and reference

Grading Criteria

Besides the grading criteria specified in the UG course handbook, here are some more specific grading criteria related to the Principles and Management of Marketing course, as follows:

The coursework addresses and interprets the question The answer solves the question and, about this, develops a coherent and connected line of argument. The solution sticks to the point.

Instructions in the query are carried out (i.e. discuss underpinning concepts using contemporary examples).

Knowledge/Content Concepts, theories, facts, examples and research evidence are relevant and selected to support and illustrate what is being said (i.e. the arguments and interpretation).
Organisation/Presentation Arguments and evidence are coherently presented in academic business report format. Acknowledgement of sources and citations in Harvard style, legible, length, clarity, grammar and spelling, etc.
Plagiarism and copying Please refer to the university site for rules regarding the same. DO NOT indulge in these activities. You WILL get caught and be penalised. 29
Reference style: Harvard Style Title Page, Executive Summary, List of Contents, List of Tables and Figures (where appropriate), reference list and appendices (where applicable) are

NOT COUNTED IN THE WORD COUNT

Model Portfolio Structure

Please note that this model structure is to be used for guidance purposes only, i.e. please feel free to include your wording for your headings and subheadings.

Title Page – Page, including the title of your portfolio (for example, Wales Destination Marketing Report or similar), student number, date of submission and total word count of the main body of the report.

Executive Summary – Usually no longer than 1 page (summarising the content of the whole report and its three main parts) – List of Tables and Figures (where appropriate)

Background/Introduction
Organisation/Place/Event/ and its macro and microenvironment (for example: Whole Foods and it’s macro and microenvironment, or the city of Dubai as a city brand and its macro and micro environment) 30 This part of the portfolio provides background information about an Organisation/Place/Event/ and its macro and microenvironment. THE organisation of your choice, its macro and microenvironment
Branding and Marketing Communication Strategy: strengths and weaknesses. This part of the report explores the current branding within a range of marketing communications tools (e.g. advertising, personal selling, sponsorship, sales promotion, direct marketing, public relations, events and exhibitions, etc.) used as part of the current official marketing communications strategy for the organisation and evaluates their strengths and weaknesses, do not mix it with SWOT analysis; this is a critical appraisal of a marketing communication and brand marketing mix
Future Marketing Communication Strategy This part of the report proposes a preliminary draft for a future marketing strategy (e.g. could include a mention of the overall aim of the proposed future marketing strategy, main target markets, and key message(s) offered to be included in marketing communication tools, a mix of marketing communication tools proposed to be used, channel/media types to be used etc.) 5. Conclusions Appendices Reference list

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