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Lecturer's expectations


In this section, one of your lecturers - Ian Walker - sets out what he expects from student assignments on this topic.

Assignment 2 - Report topic:

"The marketing environment... consists of the actors and forces outside marketing that affect marketing management's ability to develop and maintain successful transactions with its target customers." Kotler et al (1998) pg 100

In this assignment you are required to choose one industry from the two in your stream and identify and discuss the actors and forces currently active in that industry AND the likely effect/impact that these actors/forces will have on that industry in the next 12 months.

What the lecturer expects

  1. Assignment Topic Areas
  2. Guidelines
  3. Additional notes

Assignment topic areas:


Product/Target Market: Backpackers, Retirees, Families


Product/Target Market: Books, Wine, Music(MP3), Software


Product/Target Market: - Breakfast cereal for Children (under 12years)


Product/Target Market: - Movies, Consumer Banking

Word limit 3,000 words

Assessment for Assignment 2 (25%) divided equally between both parts of the assessment.


Part 1 asks you to:

  • Briefly identify and explain the macro forces discussed by Kotler.
  • Then identify and discuss in more detail the macro forces that are most applicable to the product/market area that you have selected.
  • You must explain why you think they are applicable, how they impact the product/market area, and give appropriate examples to illustrate your understanding.

Part 2 asks you to:

  • Select two organisations that operate in the product/target market that you have chosen.
  • Identify and detail the marketing mix (i.e. 4 and P's) they use to target this product/target market.
  • Discuss the differences and the similarities between the two organisations' marketing mixes. Why do these differences exist or not exist? What other insight can you get into these organisations and how they use marketing for this industry?

You are expected to develop the information yourself, being guided by whatever hard information you are able to find. You should read widely in Kotler et al. and other texts about what is required in a theoretical way, and you should observe closely what is actually happening with your chosen product(s) in the marketplace.


Additional notes

  1. This assignment is to be done on an INDIVIDUAL basis. (They are not GROUP assignments.) The work submitted must be your own. You must acknowledge the sources of your information.
  2. The assignment must be typed, and well presented. Because it is intended to prepare you for the final examination, it must be written in business REPORT format/style. You may, however, use subheadings and bullet-points where appropriate within the report. You may also incorporate graphs, tables, diagrams, and figures into the body of the report if you wish. (If lengthy, material of this kind may be attached as appendices.)
  3. In Assignment 2 you MUST include a bibliography. This should be on a separate page. FULL details are required - name and initials of all authors, full title, publisher, place, and date of publication. At this level of study, you must get these details right!

See the Faculty's Q Manual ( Opens in a new window or any of the other good style guides in the libraries.

  1. The word limit for the first assignment is 2,000 words. You will not be penalised for exceeding these limits - within reason (say 10%) - provided that there is no repetitiveness, irrelevance, or "padding". Similarly, you will not be penalised for being under the word limit, provided that the question has been fully and satisfactorily answered.
  2. Although you are encouraged to seek a greater understanding of the issues raised in this assignment by discussing them with business practitioners of your personal acquaintance, you are NOT permitted to make unsolicited contact with business organisations to obtain information.

Assignment and exam assessment criteria

High Distinction 80 - 100%

The student demonstrates the competencies in Distinction standard, and in addition

  • uses creative examples, possible extensions, and applications of theory
  • demonstrates originality
  • makes defensible generalisations
  • draws conclusions which lend themselves to further research
  • writes to a publishable standard
  • is aware of limitations

Distinction 70 - 79%

The student demonstrates the competencies in Credit standard, and in addition

  • provides evidence of analysis and critical thinking
  • demonstrates an ability to evaluate
  • develops a progressive, convincing, and clear argument throughout the work
  • demonstrates selectivity and uses judgement in determining the importance of readings and ideas
  • shows evidence of wide reading and synthesis of ideas
  • utilises additional material to supplement information provided
  • produces writing which is of a high literacy standard (structure, style, and referencing)

Credit 60 - 69%

The student demonstrates the competencies in Pass standard, and in addition

  • demonstrates the understanding of concepts, theories, and issues
  • is able to identify strengths and weaknesses in theories/readings and use these as a basis for evaluation
  • is able to apply information to practices/situations
  • develops a clear argument with rationale for assumptions
  • integrates writing and demonstrates links between components
  • will rarely, if ever show evidence of original work
  • will tend to bring material to closure (tidy it up and make it fit a neat conclusion)
  • provides a structured, sourced, and referenced work
  • expresses him-/herself concisely and clearly and exhibits relatively error-free writing
  • may rely heavily on the the text and assigned readings
  • may sometimes lapse into description rather than providing analysis and evaluation

Pass 50 - 59%

The student:

  • essentially demonstrates an understanding of concepts, theories, and issues
  • but will tend to restate rather than evaluate
  • does not transform data in terms of structure, synthesis ,or application
  • relies extensively on text, or text and limited readings
  • may demonstrate coverage which is sparse in places
  • provides little or no evidence of critical analysis
  • provides little or no evidence of research
  • tends to use one limited approach
  • possibly a narrow focus
  • provides an acceptably sourced and referenced work but improvement may be necessary in structure and grammar

Fail 0 - 49%

The student may demonstrate some or all of the following

  • failure to answer the question
  • misinterpretation of the question
  • failure to demonstrate understanding of the theory and concepts required
  • failure to identify the problems or issues
  • failure to provide evidence of reading the minimum requirements
  • does not write to acceptable academic standards (structure and grammar require extensive improvement)
  • sourcing and referencing may not be present or are very confused
  • is not typed
  • is not handed in on time
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