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ASSIGNMENT FRONT SHEET

Student Name:
Certification: I certify that the whole of this work is the result of my individual effort and that all
quotations from books, periodicals etc. have been acknowledged.
Student Signature: Date:
Student Registration Number:
Student email address :

Programme : BA Business Year/Level : 5
Academic Year : 2013/14 Semester : 1
Module title : Delivering Customer Value Assignment No. : 2
Module code: BUS 504 Word guide: 2500 (Max)
Percentage Weighting of this assignment for the module: 50%
Issue date : Return date :
Lecturer : Dr SS Dadwal Second marker : Richard Small

Notes for students :
1. Hard copy of assignment should be stapled in the top left corner and submitted to the School Office.
2. Electronic copy of assignment should be submitted through the Turnitin software.
3. 10% of marks are awarded for satisfactory use of language and/or good presentation.
4. 5% of marks are awarded for satisfactory referencing and/or presentation of a bibliography where either is required.
Note that all referenced work should be obtained from credible sources.
5. Students should ensure that they comply with Glyndwr Universitys plagiarism policy.
6. Students should make correct use of the Harvard referencing method.

Learning Outcomes Tested in this Assignment: To utilise marketing research approaches, to identify an
organisations resource capability and risk assessment to underpin a business case for a marketing projects and to
design, develop and plan marketing programmes using project management tools in order to deliver marketing projects
effectively.

Overall Comment :



Mark (%)


BUSINESS & MANAGEMENT

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Would students please note that achievement of the learning outcomes for this assessment is
demonstrated against the assessment criteria shown below (which are not necessarily weighted
equally). All marks/grades remain indicative until they have been considered and confirmed by the
Assessment Board

Assessment criteria for Marketing Project Management:
Marks
Awarded:
Marks
Available:
1
Uses a clear rationale to identify an appropriate company and
develop an incremental new product development from an
existing range of products for a new market, appropriate to the
chosen company and its customers, its current portfolio and, the
marketplace.
20%
2
Demonstrates aptitude in developing the marketing project;
identifying a suitable target market, using an appropriate
marketing mix and articulating the marketing planning process.
30%
3
Demonstrates effective analytical and interpretation skills while
working on the team project; successfully applies appropriate
tools and models that are suitable to the marketing problem.



20%

4
Clearly identifies key issues and assesses risks on the project
which may affect project delivery. Demonstrates an
understanding of all relevant aspects which may impact on
project planning, marketing planning and delivery.
15%
5 Use of language and good presentation 10%
6
Referencing and/or Presentation of Bibliography where either is
required. Note that all referenced work should be obtained from
credible sources.
5%

Additional Comments from Second marker or External Examiner (if required) :








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Grading & Marking Criteria - Undergraduate

80 + Outstanding work of exceptional merit which is original in content or approach
allowing a novel perspective, going beyond what is available in the literature.
70 79 Work which is clearly articulated and well substantiated, based on extensive
reading, and demonstrates an authoritative grasp of the concepts, methodology
and content appropriate to the subject and to the assessed task. There is clear
evidence of originality and insight and an ability to sustain an argument, to think
analytically and/or critically and to synthesise material effectively.
60 69 Work which demonstrates a very good level of understanding of the concepts,
methodology and content appropriate to the subject and which draws on a wide
range of properly referenced sources. There is clear evidence of critical
judgement in selecting, ordering and analysing content. The work demonstrates
some ability to synthesise material and to construct responses which reveal
insight and may offer some occasional originality.
50 59 Work derived from a solid basis of reading and which demonstrates a grasp of
relevant material and key concepts and an ability to structure and organise
arguments. The performance may be rather routine but the work will be accurate,
clearly written and include some critical analysis and a modest degree of original
insight. There will be no serious omissions or irrelevancies.
40 - 49 Competent and suitably organised work which demonstrates a reasonable level of
understanding with minimal analysis and interpretation. It covers the basic subject
matter adequately but is too descriptive and insufficiently analytical. There may be
some misunderstanding of key concepts and limitations in the ability to select
relevant material so that the work may be flawed by some omissions and
irrelevancies. There will be some evidence of appropriate reading but it may be
too narrowly focussed.
30 - 39 Work lacks evidence of knowledge relevant to the topic and/or significantly
misuses terminology. There is either no evidence of literature being consulted or
irrelevant to the assignment set. Inaccurate or inappropriate choice of theory.
Unsubstantiated/invalid conclusions based on anecdote and generalisation only,
or no conclusions at all. Lacks critical thought, analysis and reference to theory.
0 - 29 Insufficient level of understanding and knowledge base unacceptably weak. No
evidence of logical structure and poorly presented. Referencing is unsystematic or
absent.

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DELIVERING CUSTOMER VALUE THROUGH MARKETING.
ASSIGNMENT 2:
This Assignment Comprises 50% Of The Marks Available For This Module

The focus of this Assignment is on the following learning areas from the course:
Customer Value as a Marketing Project driver & Service Mix Management
Project Management creating value building and value for money experience
The Management of the Marketing Mix over time
Risk Management and Project Sustainability
Project Resource Management and organisation
The Project Management Planning Process
The Marketing Planning Process

ASSIGNMENT TASK:
Choose a company (which you have not studied in prior assignments) in a competitive fast
moving industry and market. Working in small groups of two or three people as a Marketing
team, design and deliver the following marketing project. The assignment assessment will be
based on submission of a final group report from your team (2,500 words).
You are working as a Marketing team to develop a new incremental product for a new market.
(This is a product which has smaller step changes rather than large innovation changes).
Explain who might inform development of the new product and how it will fit into the
companys current portfolio by assessing existing customers, the company and its resource
capabilities and, your chosen new marketplace. Identify a new target market for your product
based on delivering maximum value creation in the eyes of potential customers in your newly
chosen market segment (s). In completing the report, identify the appropriate marketing mix,
and assess and highlight any potential risks in the product launch. Reflect on project and
marketing planning associated issues.
ASSIGNMENT ADVICE:
To perform effectively in this assignment you will need to:
Research and chose an appropriate organisation
Research and chose an appropriate incrementally developed new product (not a brand new
product development) to introduce to the company to add to its portfolio of products
Assess how change management acted to improve the projects and their competitive value
to the respective organisations
Delegate the work amongst your team effectively
Write up your findings effectively in a clearly structured business style report.