Henley Business School Models and Frameworks to use for Henley Strategic Marketing Discussion Hi, which models or frameworks do you recommend to use it the

Henley Business School Models and Frameworks to use for Henley Strategic Marketing Discussion Hi, which models or frameworks do you recommend to use it the strategic marketing assignment? Strategic Marketing
Assignment
The use of specific cultural references and gender
markers in these course materials does not imply
bias or criticism.
The copying, storage in any retrieval system,
transmission, reproduction in any form or resale
of the course materials or any part thereof
without the prior written permission of Henley
Business School is an infringement of copyright
and will result in legal proceedings.
Henley Business School reserves the right to
change course content, structure and all terms and
conditions related to the programmes at its sole
discretion.
henley.ac.uk
© Henley Business School, December 2019
Item code: STMK-AQ-8A
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Henley Business School, December 2019
STMK-AQ-8A
Introduction
The assessment of the Strategic Marketing module is by assignment only. The
assignment comprises an individual written report providing you with the opportunity
to research and reflect on the application of the concepts, analytical tools and
techniques studied in this module to a specific organisational problem or challenge.
Your assignment is to be based on a marketing-related problem or opportunity of your
choice within your organisation. Typically, it will be associated with the department or
function where you are currently employed. Alternatively, the problem or opportunity
may be cross-functional, or may come from another organisation with which you have
a connection and can obtain relevant data. The marketing activity (or activities) you
choose should have clearly identifiable internal and/or external customers and/or
stakeholders (if you chose an internal marketing issue, for example). The outcome
should be a report bringing together theory and practice. Within your analysis and
discussion you should develop your learning from the module and use concepts and
theories to analyse, justify and discuss the challenges and your set of
recommendations.
Purpose of the assignment
The assignment is designed to:
•
test your understanding of the contemporary marketing concepts and theories
•
test your ability to undertake critical analysis of marketing information and
data
•
test your ability to apply relevant marketing concepts and theories to practical
situations and problems
Please note that this assignment is NOT a marketing plan. Rather it is a business report
that analyses the situation and presents recommendations for action. At the end of
your report you are required to reflect on how the ideas and concepts presented in the
module have informed your thinking on management theory and practice. Where
possible, think about marketing theory and its applications in the broader context of
other modules you have studied on the MBA: what are the implications of marketing
strategy and implementation?
Throughout the assignment your analysis should draw upon appropriate materials
from across the module (‘value exploration’, ‘value creation’, ‘value delivery’ and
‘value measurement and evaluation’).
Assessment brief
Identify a current marketing-related problem or opportunity within your organisation
or within another organisation with which you have a connection and can obtain
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Strategic Marketing: Assignment
relevant data. Propose a course of action likely to deliver value to the business and
explain the expected impact of the proposed course of action.
You are expected to demonstrate knowledge and understanding of content and
frameworks taken from across the module, covering ‘value exploration’, ‘value
creation’, ‘value delivery’ and ‘value measurement and evaluation’. Suitable marketing
problems and opportunities might relate to, but are not limited to, the following areas:
•
customer service problem
•
product portfolio management
•
ethical dilemma
•
internal branding initiative
•
marketing communications in the digital environment
•
(emerging) pricing models
•
evolving customer and/or market trends
•
market segmentation, targeting and positioning initiatives
•
relationships with stakeholders
•
challenges across the value chain
The report needs to include the following five parts:
1
Executive summary
2
Part 1: Analysis of a significant current problem or opportunity
3
Part 2: Proposed strategic actions and rationale
4
Part 3: Implementation and impact
5
Part 4: Interdependencies and reflection
Part 1: Analysis of a significant current problem or opportunity – we recommend that
you use content from the ‘value exploration’ part of the module.
Part 2: Proposed strategic actions and rationale – we recommend that you use content
from the ‘value creation’ part of the module.
Part 3: Implementation and impact – we recommend that you use material from the
‘value delivery’ and ‘value measurement and evaluation’ parts of the module.
These parts are described in detail below.
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© Henley Business School, December 2019
STMK-AQ-8A
Part
Description
Executive summary
You should provide a concise executive summary at the front of your assignment report, presenting a high-level summary of the
problem or opportunity, the recommended course of action, the justification for that course of action and the business benefits.
Typically, this should be no longer than one page.
Part 1: Analysis of a
significant current
problem or
opportunity
In this section of your assignment you should describe the contextual setting of the selected marketing activity. This is to be followed
by a clear identification of the significant marketing problem or opportunity, and a critical analysis of the chosen problem or
opportunity using analysis tools, models and frameworks from the module materials (or your independent learning) and supported by
appropriate evidential data. More specifically, this section should set out the context and structure for your assignment, including:
(30% of marks)
• overview of the organisation and/or department or function in which the problem or opportunity is located, and its business
strategy
• overview of the relevant context contributing to the problem or opportunity that you intend to analyse
• your relationship to the organisation/challenge to be discussed
This section needs to clearly identify, with justification, a critical problem or opportunity relating to marketing that impacts on the
organisation’s performance, clearly showing how the challenge has arisen and the impact that it has. The analysis of the current
problem or opportunity may draw on data from secondary sources (e.g. marketing audits, customer surveys, etc) and/or simple
fieldwork such as interviews with key stakeholders. This part should be a critical analysis rather than merely descriptive.
Part 2: Proposed
strategic actions and
rationale
Propose a strategy (a course of action) to address the problem or opportunity you have identified in your analysis in Part 1 and that is
intended to deliver value to the business. Explain how the proposed strategy addresses the significant problem or opportunity
presented in Part 1.
(30% of marks)
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Strategic Marketing: Assignment
Part 3:
Implementation and
impact
(30% of marks)
Detail the actions that will need to be taken to implement the change proposed and realise the intended business benefits. Discuss
financial considerations of your proposals, and consider the impact of that change, identifying the likely benefits and risks, clearly
indicating how these will be measured. In particular consider the effects of the change on the future ongoing management of the
marketing objectives in the areas of:
• the organisation’s objectives
• marketing strategies
• relationships with key stakeholders
Part 4:
Interdependencies
and reflection
(10% of marks)
To demonstrate broader, holistic thinking you should examine the implications of your proposal on broader management challenges.
You should also reflect on how the approaches taken in the module relate to other modules you have studied so far – e.g. what are the
strengths and weaknesses of a strategic marketing approach for the problem you have been reviewing? Similarly, you should discuss
how insights from other modules have, or would, impact your recommendations and the expected outcomes.
You should conclude with a short reflection on the value gained from undertaking the module and the assignment task in your
appreciation of the link between marketing and other parts of the organisation, and its contribution to the business.
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STMK-AQ-8A
Assignment preparation guidance
Your assignment must show, concisely, that you can apply what you have studied in
the module. Therefore, do not write a solely descriptive or narrative account. Rather,
demonstrate the use of relevant concepts, tools and methods of analysis described in
the module materials to a practical challenge, drawing on material from the module as
appropriate.
Models or frameworks should be used in order to inform the analysis of the key
dimensions of the situation being investigated. It is important to be selective regarding
the models chosen – a smaller number of well-chosen models will carry more weight
than using many models with little relevance to the situation. Moreover, the chosen
models should not simply be reproduced or included in your assignment without
discussion of their relevance. Your work should include contemporary marketing
references. While it is acceptable to reject specific concepts and theories, you should
be careful to argue for your acceptance or rejection fully and try to highlight your
viewpoint with relevant evidence.
The outline structure given in this assignment brief provides a clear, step-by-step
approach to tackling the assignment. You are encouraged to adopt this approach.
Write in appropriate managerial style, while ensuring that you properly reference your
sources.
Submitting your assignment
When you are ready to submit your assignment, please do so via the Submissions
button on the module home page. Detailed guidance on how to do so can be found in
the ‘Exams and Assignments’ area of the Flexible Executive MBA or Executive MBA
(Global) (as appropriate), in Canvas.
Submission date
Please refer either to the study schedule for your cohort or to the Calendar in Canvas
for the assignment submission deadline for this module. If you have an assignment
deadline and you are concerned that you will not be ready to submit, you may request
to extend your assignment submission date. The circumstances under which it is
permissible to request an extension, as well as penalties for late submission, are
detailed in the ‘Key Policies’ section, under ‘Exams and Assignments’, in the
programme area.
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Strategic Marketing: Assignment
Word count
Your assignment should be 5,000 words in length. Word count allocation for each part
should reflect the marks’ weighting (i.e. 30% first part, 30% second part, 30% third part
and 10% fourth part).
Word count will comprise all text including:
•
executive summary
•
footnotes/endnotes
•
all text in tables, diagrams etc
The word count should not include:
•
the text on the cover page (the cover page should include your name, student
ID number, the title of the report, the title of the module and word-count
statement)
•
table of contents (if required)
•
reference list and any appendices
Assignments may not exceed the specified word count by more than 20% or fall short
of it by more than 10%. A student should not benefit from submitting a piece of work
that greatly exceeds the specified length (over 20% of the specified limit). A marker is
not obliged to read beyond the word limit, and a mark based on the work up to the
word limit will be awarded. Assignments that fall short of the specified word count by
more than 10% will be marked as submitted, sustaining any potential limitations due
to shorter content.
Use of appendices
You are advised to be cautious when including appendices in assignments. There are
no specific criteria for marking or mark allocation available for appendices, so the
assessment process focuses on the appropriate use of appendices.
When deciding whether or not to include appendices, consider the following points.
6
•
Appendices should add value or detail to the discussion and analysis
undertaken in the main body of the assignment.
•
They offer students the opportunity to give greater relevant and appropriate
detail to support the main analysis and discussion.
•
Models, theory and discussion that demonstrate critical evaluation and analysis
of issues related to the module being assessed should always be presented
within the main body of the text. This discussion should make sense without
referring to the appendices. Using bullet points in the text (which does not
constitute analysis) and putting the detailed analysis in the appendices is not
acceptable practice and could result in failure.
© Henley Business School, December 2019
STMK-AQ-8A
•
The inclusion of appendices should not be viewed as an opportunity to include
anything that cannot fit in the word count.
•
Assignments that make excessive use of appendices suggest inappropriate use.
As a guide, we would not normally expect appendices to exceed one third of
the length of the assignment.
•
Appendices should always be referenced at the appropriate point within the
discussion in the main body of the text.
© Henley Business School, December 2019
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Strategic Marketing: Assignment
Appendix 1 Assessment grade criteria
Please refer to your Programme Handbook for further information on the marking categories shown in the table.
70–100
‘Distinction’
60–69
‘Merit’
50–59
‘Pass’
0–49
‘Fail’
Content
Content
Content
Content
Overall
Overall
Overall
Overall
Excellent selection and application of
a range of appropriate module tools
and concepts to develop an in-depth
and critical analysis of the topic.
Very good selection and application of
appropriate module tools and
concepts to develop a good level of
analysis of the topic.
Competent selection and application
of appropriate module tools and
concepts to develop an analysis of the
topic that offers some insights.
Inappropriate, poor or no use of
module tools and concepts; failure to
develop a coherent discussion or
analysis of the topic.
Strong demonstration of in-depth and
critical understanding of module
materials through application to
practice.
Clear demonstration of understanding Demonstration of ability to apply
module materials through application
of module materials through
to practice.
application to practice.
Draws insightful conclusions
thoroughly grounded in in-depth
analysis of practical situation.
Draws appropriate conclusions wellgrounded in analysis of practical
situation.
Draws conclusions grounded in
analysis of practical situation.
Failure to draw conclusions and/or
conclusions not grounded in analysis.
Excellent use of evidence to support
analysis and discussion.
Very good use of evidence to support
analysis and discussion.
Good use of evidence to support
analysis and discussion.
Limited or inappropriate use of
evidence to support analysis and
discussion.
8
Poor or no demonstration of
understanding of module materials or
failure to demonstrate ability to relate
them to practice.
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STMK-AQ-8A
70–100
‘Distinction’
60–69
‘Merit’
50–59
‘Pass’
0–49
‘Fail’
Part 1
Part 1
Part 1
Part 1
Provides a critical analysis and wellstructured discussion of the use and
usefulness of the chosen areas.
Discursive approach with some critical Discussion mainly descriptive with
little or no critical analysis.
analysis.
Lack of critical analysis, discussion and
evaluation.
Demonstrates good ability to
compare, contrast and critique the
information available.
Demonstrates a limited ability to
compare, contrast and critique the
information available.
Part 2
Part 2
Part 2
Part 2
Comprehensive discussion/critique of
strategic action relevant to the
marketing problem or opportunity
with logical justification that flows
clearly from Part 1.
Adequate discussion/critique of
strategic action relevant to the
marketing problem or opportunity
with justification and links to Part 1.
Limited discussion/critique of strategic
action relevant to the marketing
problem or opportunity that has some
justification and links to Part 1.
Minimal or no discussion/critique of
strategic action relevant to the
marketing problem or opportunity
with minimal links to Part 1.
Part 3
Part 3
Part 3
Part 3
Fully explores future actions and
implementation issues with clear links
to Part 2. Critically discusses impact on
marketing objectives.
Identifies future actions and
implementation issues with clear links
to Part 2. Considers impact on
marketing objectives.
Identifies some future actions and
Limited or no identification of future
implementation issues with some links actions and implementation issues.
to Part 2.
Not linked to Part 2.
Demonstrates an excellent ability to
compare, contrast and critique the
information available.
© Henley Business School, December 2019
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Strategic Marketing: Assignment
70–100
‘Distinction’
60–69
‘Merit’
50–59
‘Pass’
0–49
‘Fail’
Part 4
Part 4
Part 4
Part 4
Provides excellent personal reflection
to demonstrate greater insight and
understanding.
Very good and appropriate personal
reflection to enhance insight and
understanding.
Personal reflection included but could
be developed in greater depth or in
more appropriate areas.
Limited or no personal reflection or of
little relevance to issue or the
development of understanding.
Structure
Structure
Structure
Structure
Addresses all components of the
assignment brief with appropriate
weighting across each component.
Addresses all components of the
assignment brief with appropriate
weighting across each component.
Addresses all components of the
assignment brief with appropriate
weighting across each component.
Significant omissions of components
of the assignment brief or significantly
skewed weighting across each
component.
Excellent linkages between
components developing a strong,
logical structure to the overall
argument that is easy to follow.
Very good linkages between
components giving a logical structure.
Explicit linkages between components
giving a coherent overall structure.
Poor or no linkages between
components; illogical or incoherent
structure.
Presentation
Presentation
Presentation
Presentation
Excellent presentation including
creative and appropriate use of
graphical and tabular presentation to
support the analysis.
Very good presentation including
appropriate use of graphical and
tabular presentation.
Clear presentation with some use of
graphical and tabular presentation.
Poor presentation with no use of, or
over-use of inappropriate,
presentation formats.
10
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STMK-AQ-8A
70–100
‘Distinction’
60–69
‘Merit’
50–59
‘Pass’
0–49
‘Fail’
All figures and tables appropriately
captioned and discussed in text.
All figures and tables appropriately
captioned and discussed in text.
All figures and tables appropriately
captioned and discussed in text.
Limited or incorrect captioning of
figures and tables; no in-text
discussion.
Accurate referencing using the
Harvard referencing system.
Accurate referencing using the
Harvard referencing system.
Accurate referencing using the
Harvard referencing system.
Limited or no referencing or clear
demonstration of failure to
understand the concept of
referencing.
Word count appropriate within
allowed range.
Word count appropriate within
allowed range.
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