Market Audit of Marrybrown

Module Code:

UMKDFG-15- M

Module Title:

Customer and International Market Analysis

Submission Deadline:

Component A: 2pm 9th March 2016

Component B: 2pm 19th May 2016

Assessment Component

Component A: Group Presentation

Component B: Individual Feasibility Report

Assessment Weighting:

Component A 40%

Component B 60%

Assessment Instructions

This module has two assessment components:

Component A (40%)

Component A is a group presentation activity (3-5 members) in which students undertake a critical review of the market audit and strategic analysis process utilising their experience of conducting a market audit and analysis on a product of their choice.  The group presentation should be recorded and submitted to Blackboard using Blackboard Collaborate and a Powerpoint presentation.

By the end of your second Customer and International Market Analysis class you will be expected to have completed the following:-

1. Draw up a contract that lists the group members and contains full contact details, this is important as the contract is the formal record of who is in your group. You will find a skeleton outline of a ‘Group Contract’ in Appendix A of this document and on Blackboard.
2. Set out an agreed process and timetable of work, together with penalties and agreed actions if a member should not fulfil their part of the agreement.  If problems develop within the group it is important that you discuss these with the module team as soon as possible. At the end the group should fill in a ‘Peer review Form’ as in Appendix B.
3. Decide upon an organisation/brand that will be the focus of your individual Assessment B task and get approval from the module leader that this is a suitable organisation/brand on which to base your work.  See Appendix C for requesting and recording organisation/brand approval. (Please note your task for Assessment A is to critically review the Market Audit and Strategic Analysis Process and in order to do this you need to have experience of conducting an audit and analysis on a specific organisation/brand).

It is expected that work on the module assessments will be completed by the students outside scheduled class time.

In your groups you are expected to prepare a critical appraisal of the role and use of a market audit and strategic analysis as a basis for developing a market feasibility study, market strategy or marketing plan. Your appraisal should include:-  

• An account of alternative options in conducting a market audit and strategic analysis.
• A critical evaluation of different market audit and strategic analysis approaches.
• A critical discussion, using examples, of the benefits and constraints of conducting a market audit and analysis as the basis for strategic marketing decisions.

From your analysis develop an online presentation using Blackboard Collaborate to be submitted via Blackboard.  All members of the group should contribute to the development of the presentation and be included in the video or audio contributions.

• Students can set up group Collaborate sessions and practice their presentation using Collaborate before making their recorded presentation.
• Students should delegate tasks and roles within the group and one student must be nominated as the student responsible for submitting the group presentation to Blackboard.
• In order to contribute to the presentation students should have access to;

• A computer with a webcam and microphone (use of a headset is optional)
• A computer that can operate a recent version of Windows
• A computer with a hardwire connection to the internet (preferable) or a broadband internet connection

Further information on setting up a Collaborate session can be found at;

https://info.uwe.ac.uk/online/blackboard/staff/guides/collaborate/

For further assistance in using Collaborate please contact Julian Green on Julian.Green@uwe.ac.uk

Component B (60%)

Component B is an individual feasibility study that utilises the market audit and strategic analysis undertaken for Assessment Component A.  Assessment B requires you to continue with your review of your chosen organisation/brand and in conjunction with the market audit and strategic analysis assess the feasibility of proposed decisions.  This will require you to have completed a market analysis and identified proposed marketing decisions.  You are required to present a feasibility report that identifies whether the proposed decisions are desirable. The feasibility study should inform and, where appropriate, support a marketing plan. It should consider both the positive and negative aspects of potential business scenarios that will assist you in selecting a marketing strategy. You are NOT required to write a marketing plan.  

Working on your own, assume that you are employed by your chosen organisation/brand and that you have been asked by the marketing team to write a feasibility study to support their development of a marketing strategy and plan.  For the purposes of this task you should identify the proposed decisions that will shape your feasibility study.

Your feasibility report should include:-

• A market analysis report on your chosen organisation/brand (including marketing environment analysis, competition, market potential, buyer requirements etc.).
• A review of market selection, targeting and positioning and key marketing decisions.
• The identification of proposed decisions and the feasibility of these decisions from market, customer and economic perspectives.

• Identification of the desirability of the proposed decisions and key recommendations to the marketing strategy team.

You report should adopt a formal structure, refer to key academic concepts and theories and utilise current market data.  Your work should be referenced using UWE Harvard Referencing.  

In order to pass this module you need to achieve an average of 50% across the two assessment components AND achieve no less than 45% in either of the assessment components. Marks are recorded as percentages (a mark out of 100) and follow the usual conventions of rounding up and down.

Upon completion of the two assessment components students will have demonstrated their ability to:-

• as a group:-

• develop a critical analysis of the content, application and value of conducting a market audit and strategic analysis.
• produce an online presentation that demonstrates a cohesive group approach to the assessment task and the utilisation of a range of media and IT solutions.

• individually produce a business report that:-

• evaluates a market of the student’s choice utilising suitable academic market audit models and approaches
• critically presents and compares the pro’s and con’s of alternative market strategies and plans for the selected market.
• supports the feasibility study with market data and academic theories.
• is of a professional standard and referenced correctly using the UWE Harvard Referencing system.

Marking Criteria

ASSESSMENT CRITERIA FOR THE MARKET AUDIT - (COMPONENT A)

Your work will be assessed on your ability to:

1. Show a clear and insightful understanding of the challenges of undertaking a market audit and strategic analysis.
2. Critically assess and evaluate alternative choices in overcoming these challenges.
3. Demonstrate a detailed understanding of the strategic value of conducting a market audit and strategic analysis and critically discuss possible constraints and limitations.
4. Use and reference current market information in combination with appropriate theoretical frameworks as a basis of the analytical process throughout.
5. Work effectively in a group scenario and contribute to a group presentation using varied media and a range of skills.

ASSESSMENT CRITERIA FOR THE INDIVIDUAL BUSINESS REPORT (COMPONENT B)

Your work will be assessed on your ability to:

1. Present a strategic market analysis of your selected organisation/brand.
2. Identify and substantiate key target markets and marketing decisions.
3. Rigorously defend the feasibility of the proposed decisions from market, customer and economic perspectives and make recommendations to the marketing strategy team.
4. Use referenced, current market information in combination with appropriate theoretical frameworks throughout your analysis.
5. Present your work clearly and creatively as a formal business report, referenced using UWE Harvard as appropriate.

M level marking guidelines

Fail 0 - 49%

• Student appears to lack clear idea of what the question requires in terms of an appropriate answer at Master’s level.
• Unable to identify and apply relevant academic behavioural material.
• Only limited and fairly descriptive pieces from the literature, no evidence of wider reading.
• Lacking specific evidence that the student has been studying the module in any depth.
• Characterised by vague generalisations rather than substantiation of points made and precision of expression.
• Poor argument – difficult to follow, limited or absent reasoning, important connections are not made.  Poor presentation and use of language.
• Errors in referencing and citation.

Pass 50% - 59%

• Some references to relevant theories and concepts, and demonstrates the ability to link theory to practice.
• Reasonably coherent and sustained flow of argument
• Evidence of understanding, comprehension and analysis, though may lack a critical approach.
• Most substantive points are supported by appropriate evidence: avoids generalisations.
• Presents an argument or line of reasoning that integrates evidence and key concepts.
• Reasonably good communication skills and precision of expression.
• References and citations used in accordance with UWE Harvard Referencing system.

Merit  60% - 69%

• Comprehensive references to and applications of relevant theories and concepts.
• Evidence of capacity for seeing the links between theories and critical evaluation of material.
• Some evidence of a broad understanding of the ‘bigger picture’ and the context in which the question is set.
• Very coherent and sustained flow of argument demonstrating a strong understanding of key issues and presentation of sound conclusions.
• Evidence of reading beyond presented materials and shows discernment in selection of referenced materials.
• Good presentation and use of language and work supported throughout by relevant evidence correctly referenced and cited using UWE Harvard Referencing system.

Distinction 70%+

• All the requirements of the Merit grade.
• Strong demonstration of the higher levels skills of analysis, synthesis and evaluation plus originality and creativity.
• Considerable evidence of understanding the ‘bigger picture’ and the context in which the question is set as well as wider reading.
• Development and defence of academically rigorous arguments.
• Excellent presentation and use of language.

********* IMPORTANT *********

Plagiarism, collusion and non-compliance with assessment regulations are offences under University regulations and where suspected, will be investigated under official procedures. Penalties vary depending on the severity of the offence but can include expulsion from the University. Students should note that a sample of submitted assignments will be put through plagiarism checking software.

Appropriate citation of source documents is essential when presenting written work and it is crucial that you quote the books, journals, websites etc that you used whilst researching your work.  Information about referencing is available from the Faculty Librarian or the library web pages at www.uwe.ac.uk/library/resources/general/info_study_skills/refs.htm . Detailed guidance on referencing is also provided in the module handbook.

For further information please see UWE Assessment Offence Guidelines for Students.

Format

All work should be word processed. Ensure that you submit your work in a .doc or .docx format or a .pdf document for scanned documents or a .ppt format for presentation slides.  

If we cannot open your work it will NOT be marked.

Please ensure that you provide the following details on the first page of your coursework:

• Student Number
• Module Name and Number
• Title
• Word Count (where applicable)

Word Limit

THE MARKET AUDIT - (COMPONENT A)

The presentation should last a maximum of 20 minutes and should include a maximum of 15 Powerpoint (or equivalent) slides. The final slide should be a list of the references used within the presentation.

THE INDIVIDUAL BUSINESS REPORT (COMPONENT B)

The report should not exceed 2500 words and should be structured in an appropriately formal business style. If a report exceeds 2500 words, marks will not be awarded for the portion that exceeds the limit. Marks are awarded for presentation, spelling, grammar and the appropriate use of business terminology. You are expected to present the proposal to a professional standard in report format.  Where you refer to sources of market information or academic theory you should use the UWE Harvard Referencing system.  Please note that the word limit relates to all text in tables, figures and diagrams. It does not include title pages, tables of contents, abstracts/executive summaries, appendices and reference/bibliography sections. Work placed in appendices should be supporting evidence only and will not make a contribution to the marks awarded.

You can view the UWE word count policy here: http://www1.uwe.ac.uk/aboutus/policies

Referencing:

Please ensure you adhere to the principles of good academic practice and ensure you use the UWE Harvard system to reference your work. Failure to properly reference your work to original source material can be grounds for the assessment offence of plagiarism and may result in failure of the assessment or have more serious implications.

For further guidance on correct referencing go to:

http://www1.uwe.ac.uk/students/studysupport/studyskills/referencing.aspx

Details of what constitutes plagiarism and how to avoid it can be found here:

http://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/plagiarism.aspx

For general guidance on how to avoid assessment offences see:

http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentoffences.aspx

Instructions for submission

Submission of Component A:  Group Submission via Blackboard of the Collaborate presentation and supporting documentation.

Supporting documentation should include a file that includes:

• A copy of the Group Contract Form showing all contributors’ student numbers.
• A copy of the Peer Review Form signed by all group members
• A list of references used

Plus

• A powerpoint file of the presentation slides

Additional information not covered by the above headings will not be marked.  Please make sure that all files are uploaded to Blackboard when you make your final submission.

Submission of Component B:  online via Blackboard

You should submit your individual report electronically via Blackboard.  Please give yourself plenty of time to upload your document and receive your receipt. Should you have any problems, please contact Blackboard Support immediately.

Documents should be uploaded in a .doc or .docx format. If we cannot open your file we will not be able to mark it and you will not be given any marks for the assessment.  Be careful about using too many graphs, charts, pictures or images in your submission as these can make the file difficult to open and may lead to problems with formatting.

Your document should:

• Address the assessment task
• Be in a report format
• Not have your name on the front cover/page.
• Have a title and word count on the front cover/page.

General points on Blackboard submission:

You must submit your assignment before the stated deadline by electronic submission through Blackboard. Notification that the electronic submission portal is open for your assignment is displayed (usually two weeks before the submission date) in the Coursework tab in myUWE, the Coursework tab in Blackboard and via an announcement in the Blackboard course.

Please ensure you allow sufficient time to upload your presentation or report, noting that the system becomes busier and slower as the deadline approaches. Only your final upload will be counted. Ensure all your information is submitted at one attempt to avoid ‘overwriting’ your intended submission. Always check and retain your receipts.

Late submission in the 24 hours following the deadline will be accepted but the assignment mark will be capped. Submissions after 24 hours will not be accepted. For full guidance on online submission through Blackboard, see:

http://info.uwe.ac.uk/online/Blackboard/students/guides/assignments/default.asp

Submissions of coursework by any other method (including a paper copy, on disc, by email or by fax) are NOT permissible for this module unless specifically agreed in advance of the submission date.

Before submitting your work, please ensure the following:

• That you have proof read you work thoroughly to ensure your work is presented appropriately
• That you have addressed all the required elements of the assessment
• That you have referenced in accordance with the guidance provided
• That you have addressed each of the marking criterion
• That the submission is in the correct format

Feedback

Students will normally receive marks and feedback on their submission within 20 working days of the submission deadline (not including any public holidays or university closure days). Any delay in returning students’ work will be communicated by the module leader via Blackboard.

Please note feedback can take many forms and can be summative (provided for work completed) or formative (provided for on-going work or activities). Feedback on this module is not limited to the written comments you will receive on individual written assessment submissions.

For further guidance on feedback, please refer to the module handbook.

Further Guidance

Guidance on study skills: http://www1.uwe.ac.uk/students/studysupport/studyskills.aspx

Support from the FBL Academic Success Centre (2B076):

http://www1.uwe.ac.uk/bl/bbs/aboutus/studentexperience/academicsupportcentre.aspx 

Guidance on UWE assessment regulations and terminology: http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentsguide.aspx

Guidance on using the library: http://www1.uwe.ac.uk/library/usingthelibrary.aspx 

Extenuating Circumstances

If you are experiencing difficulties in completing a piece of assessment on time due to unexpected circumstances (for example  illness, accident, bereavement), you should seek advice from a Student Support Adviser at the earliest opportunity.

Please note the module leader cannot grant extenuating circumstances or extensions.

Appointments with a student adviser can be made via an Information Point or online at:

http://www1.uwe.ac.uk/students/academicadvice/studentadvisers.aspx

The Student Support Adviser will advise as to whether you should submit an application for ‘Extenuating Circumstances (ECs)’, how to do so and what evidence is required to support the application.

Further details on ECs can be found here:

http://www1.uwe.ac.uk/students/academicadvice/assessments/extenuatingcircumstances.aspx

Name

Email

Phone No. (optional)