EduQual Diploma in Business and Marketing Strategy (SCQF ...
Transcript of EduQual Diploma in Business and Marketing Strategy (SCQF ...
Copyright © EduQual Ltd. 2015
EduQual Diploma in Business and Marketing Strategy (SCQF Level 11) ASSIGNMENT ONE: GLOBAL MARKETING STRATEGY AND STRATEGIC MANAGEMENT
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Contents Assessment Guidelines ....................................................................................................................... 2
Context ................................................................................................................................................ 2
Confidentiality ..................................................................................................................................... 2
Assessment Criteria and mark sheets ................................................................................................. 2
Tutor guidance .................................................................................................................................... 2
Word count ......................................................................................................................................... 2
Referencing and professionalism ........................................................................................................ 3
Plagiarism and collusion...................................................................................................................... 3
Assignment One: Global Marketing Strategy and Strategic Management ............. Error! Bookmark not
defined.
Task 1 .................................................................................................................................................. 4
Task 1 Slide Count ........................................................................................................................... 4
Task 1 Word Count for Notes .......................................................................................................... 4
Task 1 – Assessment Criteria and Mark Scheme ................................................................................ 5
Task 2 .................................................................................................................................................. 6
Task 2 Word Count (formal report) ................................................................................................ 6
Task 2 – Assessment Criteria and Mark Scheme ................................................................................ 7
Task 3 .................................................................................................................................................. 8
Task 3 Word Count (formal report) ................................................................................................ 9
Task 3 – Assessment Criteria and Mark Scheme ................................................................................ 9
Assessment Criteria for all Assessments ........................................................................................... 13
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Assessment Guidelines Learners of EduQual qualifications must complete the tasks given in the assignment brief approved
by EduQual. Learners are able to request assistance from tutors about completing the tasks, mark
schemes and grade descriptors. Learners are expected to adhere to policies and guidelines set out by
the centre which includes word/page/slide count, and plagiarism/collusion.
Context Learners are required to refer to the guidance notes and assignment brief in order to present an
answer that would fall within the required context.
Confidentiality Learners must seek permission and advice when using organisational/business information that
would be considered sensitive or confidential within their assignments. If the organisation’s consent
is given, and anonymity is a given requirement of the organisation, then the learner must respect
this.
Assessment Criteria and mark sheets The assignment brief will include the mark scheme along with grade descriptors for learners to refer
to if needed. The guidance notes before the assignment questions should be used for reference in
order to ensure that learners are equipped with the information and formats required. Learners are
requested to obtain necessary advice on assignment context, format and other supporting
information to clarify and help understand the requirements.
The assessment criteria and the mark sheets will help learners identify how and where the
marks have allocated and allow them to structure their answers accordingly. Please note that
learners must achieve a minimum of 40% of the marks allocated for each task and that the
average mark awarded to all tasks of an assignment must be a minimum of 40% of the overall
marks awarded.
Where a task requires coverage of more than one learning outcome, work submitted for each
learning outcome of the task will be assessed to ensure it is of sufficient standard (i.e. would
achieve a minimum of 40% were it to be marked on its own).
Tutor guidance Learners are allowed one piece of feedback for draft answers they present. Any subject-related
questions relating to the module can also be directed to the tutor.
Word count It is mandatory that learners adhere to the specified word count given in the assignment brief within
a margin of -/+10%. For certain tasks, the assignment brief may specify the page count depending on
the task requirement, and although a word count may not always be applicable for these, the page
count must be adhered to at all times. All tables, charts, diagrams, referencing (in-text) will be
considered a part of the assignment word count.
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If the task requires learners to make a presentation, the word count will only be applicable to the
notes provided. The assignment questions may also specify the number of slides, in which case the
learners are also required to adhere to this.
Any supporting documents used to reinforce a learner’s answer need to be attached at the end of
the report as appendices. Such supplementary material will equip the examiner with the required
background knowledge on the information provided within the report. However, these will not be
considered for grading nor as part of the word/page count.
All assignments submitted with clear disregard for the stipulated page/word counts may be
discounted, and the learners may have to resubmit his/her work for assessment pending
revision/review of their work.
Referencing and professionalism To ensure that learners follow a professional stance at all times, they must:
Use the Harvard system of referencing for all citations and references (including in-text)
Use professional, formal English in presenting their work
Refrain from writing in a first-person perspective (i.e. ‘I’, ‘We’, ‘Me’, etc. should not be used
within the answer).
Learners should bear in mind that marks are awarded for professional format and presentation, and
that considerable marks can be awarded for validity and quality of referencing. Therefore,
referencing and professionalism will be assessed in every task.
Plagiarism and collusion Plagiarism and collusion will be considered an academic offence and will be dealt with as a serious
issue.
Plagiarism can be defined as: the presentation of the work of another author without appropriate
referencing and/or attribution (leading to the false assumption that the learner is the originator of
the text).
Collusion can be defined as a circumstance in which: two or more learners present work with
distinct similarities in concept and ideas.
Learners must have access to valid plagiarism software (i.e. Turnitin) to assess ‘similarity index’
between their work and work that has been published elsewhere. This Turnitin report must be
submitted along with their final assignment scripts for reference purposes.1
Excessive referencing (i.e. where unneeded/irrelevant) will also be considered an academic offence,
which will lead to learners being penalised in marks awarded for structure and format of their work
or, in serious cases, leading to the work of learners being discounted as unfit for assessment. Such
matters will be decided by academic panel along with EduQual.
1 Note that centres must provide their learners with access to Turnitin software or else submit learners’ work for analysis
via Turnitin upon receiving learner assignment scripts. In either case, the Turnitin report must be included with the submission of any learner work for assessment.
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Assignment One: Global Marketing Strategy
and Strategic Management Task 1 This task constitutes 28% of the overall mark. 10% of the overall marks for any task must be given to
‘Structure and Format’.
Select an organisation with which you are familiar and assume that you are the marketing
executive of the organisation. Your organisation is considering the launch of a new
product/service.2 The marketing manager has asked you to prepare a presentation for the board
to summarise the current business strategy. Your presentation must cover the following aspects:
1. Compare your organisation’s value and mission statements with its current business
objectives. Within your answer you should:
Explain the importance of strategic planning for an organisation
Contrast differences in approach between profit and not for profit sectors
Devise and develop new goals and objectives for selected organisation
SM: LO 1 (pcs 1.1, 1.2, 1.3)
2. Conduct a situational market analysis for your organisation, including the external factors that
affect your chosen organisation, and assess how the opportunities and threats you have
identified relate to the organisation’s strategic objectives and competitive position. Your
responses to this question should evaluate:
How external factors (e.g. a change in government, and/or the needs and expectations of
shareholders) can affect business strategy
SM: LO 1 (pc 1.1); LO 2 (pcs 2.1, 2.2); MMIP: LO 1 (pcs 1.1, 1.2, 1.3)
3. Given the above, devise an outline of a strategy plan for the chosen organisation which
includes consideration of stakeholder needs, resource requirements (including
communications) and explain the monitoring and evaluation systems that would be used to
assure its effectiveness.
SM: LO 4 (pcs 4.1)
Task 1 Slide Count 20 slides maximum, including introductory and summary slides.
Task 1 Word Count for Notes 1500 maximum.
2 The new product or service must be determined by the candidate and not replicated from an existing product or service offered by the organisation.
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Task 1 – Assessment Criteria and Mark Scheme Assessment Criteria Marks
allocated Comments Mark
Given Compare your organisation’s value and mission statements with its current business objectives. Within your answer you should:
Explain the importance of strategic planning for an organisation
Contrast differences in approach between profit and not for profit sectors
SM: LO 1 (pcs 1.1, 1.2, 1.3)
30 Evaluation of the role of strategic planning in
meeting organisational objectives
Analysis of selected organisation’s alignment of
value and mission with objectives
Discuss and suggest goals for a selected
organisation in both profit and not-for-profit
sectors that align with values and mission,
analysing differences in approach to strategic
planning in the two sectors
Conduct a situational market analysis for your organisation, including the external factors that affect your chosen organisation, and assess how the opportunities and threats you have identified relate to the organisation’s strategic objectives and competitive position. Your responses to this question should evaluate:
How external factors (e.g. a change in government, and/or the needs and expectations of shareholders) can affect business strategy
SM: LO 2 (pcs 2.1, 2.2); MMIP: LO 1 (pcs 1.1, 1.2, 1.3)
40 Use of models such as PESTEL, Porter’s 5 Forces,
Scenario Planning, SWOT.
Carry out a stakeholder analysis of an
organisation and identify needs and
expectations, and likely impact
Use of tools such as Porter’s 5 Forces, PESTEL
and SWOT analyses
Portfolio analysis using BCG, Ansoff matrices, product life-cycle and six markets models as appropriate Identification of opportunities and threats from the above analyses to the organisation’s strategic objectives and competitive position, with proposed responses NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard
Given the above, devise an outline of a strategy plan for the chosen organisation which includes consideration of stakeholder needs, resource requirements (including communications) and explain the monitoring and evaluation systems that would be used to assure its effectiveness. SM: LO 4 (pcs 4.1)
20 Incorporate: all stakeholders; resource requirements and constraints; communication processes needed; critical evaluation of the plan
Structure and Format
Relevance to the tasks, professional tone and format of response (2 marks)
Harvard Referencing (8 marks)
In-text citation
Bibliography, listed correctly and correlates to references made
Accurate, correctly-formatted footnotes
Integration of: supporting concepts, frameworks, critical thinking
10
Total Mark 100
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Task 2 This task constitutes 28% of the overall mark. 10% of the overall marks for any task must be given to
‘Structure and Format’.
Your board has approved the development of a marketing strategy for your new product or
service and wants to focus on the organisation’s global market. They have asked you to develop a
detailed report that focuses on the following key issues:
1. Propose, then analyse, the main processes of new product/service selection and evaluation for
the global market. In so doing and for the new product/service, evaluate:
The appropriateness of various market testing and selection techniques
Ethical and CSR issues
GM: LO 2 (pcs 2.1, 2.2, 2.3)
2. Design and evaluate a framework for an integrated strategic marketing plan to support
successful business in your chosen organisation. Your response should cover a review of the
risks and competitive position of your organisation in its chosen market and:
Evaluation and selection of options available for strategic planning and evaluation of the
tools available to you
The marketing objectives/targets for your campaign, timescales and the tools you expect to
use in framing the plan
Evaluating success of the plan noting advantages and disadvantages of various campaign
channels and identification of improvements that may be made for the future
MMIP: LO 2 (pcs 2.1, 2.2, 2.3); SM: LO3 (pcs 3.1, 3.2, 3.3)
3. Design, review and evaluate the marketing campaign needed to drive the success of your
overall strategic plan. Your response should show evaluation of the campaign channels and
promotional mix. In reviewing the risks and competitive position of the organisation in its
current market, justify decisions and choices you have made with analysis of performance
against your intended objectives.
MMIP: LO 3 (pcs 3.1, 3.2, 3.3)
Task 2 Word Count (formal report) 5000 words maximum.
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Task 2 – Assessment Criteria and Mark Scheme
Assessment Criteria Marks allocated
Comments Mark
Propose, then analyse, the main processes of new product/service selection and evaluation for the global market. In so doing and for the new product/service, evaluate:
The appropriateness of various market testing and selection techniques
Ethical and CSR issues GM: LO 1 (pcs 2.1, 2.2, 2.3)
20 Apply tools such as the ‘design funnel’ to
evaluate and select which ideas (e.g. as
generated through brainstorming) to take
forward for a chosen scenario
Evaluate the feasibility, acceptability and
vulnerability to failure of new product/service
ideas
Evaluate ethical issues that may arise for the
selected new products/services (e.g. impact on
local producers – cut flower trade in Africa,
clothing industry in Bangladesh , etc.)
Design and evaluate a framework for an
integrated strategic marketing plan to
support successful business in your chosen
organisation. Your response should cover
a review of the risks and competitive
position of your organisation in its chosen
market and:
Evaluation and selection of options
available for strategic planning and
evaluation of the tools available to
you
The marketing objectives/targets for
your campaign, timescales and the
tools you expect to use in framing the
plan
Evaluating success of the plan noting
advantages and disadvantages of
various campaign channels and
identification of improvements that
may be made for the future
MMIP: LO 2 (pcs 2.1, 2.2, 2.3); SM: LO3
(pcs 3.1, 3.2, 3.3)
40 Evaluation of models used in LO 1 Detailed framework of activities for a plan, including objectives, scheduling, use of tools, and monitoring and control activities. Evaluation of success in meeting objectives,
timeframes and other elements of the plan,
and identification of possible improvements
in future
Design, review and evaluate the marketing
campaign needed to drive the success of
your overall strategic plan. Your response
should show evaluation of the campaign
channels and promotional mix. In
reviewing the risks and competitive
position of the organisation in its current
market, justify decisions and choices you
have made with analysis of performance
against your intended objectives.
MMIP: LO 3 (pcs 3.1, 3.2, 3.3)
30 Evaluate possible channels, the promotional mix and types of advertising and media Detailed version of the framework from LO2
above, with reasons for choices made
Identify SMART objectives for each element of your detailed plan, and monitor performance against these objectives NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard
Structure and Format
Relevance to the tasks,
10
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professional tone and format of response (2 marks)
Harvard Referencing (8 marks)
In-text citation
Bibliography, listed correctly and correlates to references made
Accurate, correctly-formatted footnotes
Integration of: supporting concepts, frameworks, critical thinking
Total Mark 100
Task 3 This task constitutes 28% of the overall mark. 10% of the overall marks for any task must be given to
‘Structure and Format’.
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Your board has accepted your report on the marketing strategy for the new product or service, but
wants you to explore the impact that this may have on the organisation. They have asked you to
develop a further report that focuses on the following key issues:
1. Evaluate appropriate innovation protection methods for the organisation’s new product or
service and critically evaluate the risks associated with not protecting the organisation’s
innovation.
GM: LO 3 (pcs 3.1, 3.2)
2. Evaluate the potential of appropriate marketing and communication strategies to the
identified international market for your new product or service. You harness a range of
information sources for your data and should include in your response:
Evaluation of product life cycles in home and internationally given consideration of all
relevant factors such as cultural issues where relevant
Explanation of the factors involved in selection of products/services for nominated markets
Critical evaluation of each strategy you have decided to use
Assure the effective use of the obtained information
GM: LO 4 (pcs 4.1, 4.2, 4.3)
3. Identify and evaluate global strategies for your organisation, focusing on the processes. Use
this information to design your global strategy, and identify appropriate measures to mitigate
issues of globalisation.
GM: LO 5 (pcs 5.1, 5.2, 5.3); LO 1 (pc 1.3)
Task 3 Word Count (formal report) 3000 words maximum.
Task 3 – Assessment Criteria and Mark Scheme
Assessment Criteria Marks allocated
Comments Mark
Evaluate appropriate innovation protection methods for the organisation’s new product or service and critically evaluate the risks associated with not protecting the
30 Consideration of each main method of
protecting IP for selected products/services (e.g.
copyright legislation, patents, trademarks,
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organisation’s innovation. GM: LO 3 (pcs 3.1, 3.2)
licensing, permissions management, etc.)
Evaluation of risk probability and impact on
organisational profits, reputation, etc.
Consideration of effectiveness (or lack of) of IP
protection in target countries
Evaluate the potential of appropriate
marketing and communication strategies
to the identified international market for
your new product or service. You harness a
range of information sources for your data
and should include in your response:
Evaluation of product life cycles in
home and internationally given
consideration of all relevant factors
such as cultural issues where relevant
Explanation of the factors involved in
selection of products/services for
nominated markets
Critical evaluation of each strategy
you have decided to use
Assure the effective use of the
obtained information
GM: LO 4 (pcs 4.1, 4.2, 4.3)
30 Evaluate product life-cycles in home and new
markets, IP protection issues, cultural and
demographic issues, exchange rate risks, etc.
Selection of products/services for named
markets, PESTEL and SWOT analyses, use of
existing target country data to evaluate
opportunities
Critical evaluation of each strategy
Identify and evaluate global strategies for your organisation, focusing on the processes. Use this information to design your globalisation strategy, and identify appropriate measures to mitigate issues of globalisation. GM: LO 5 (pcs 5.1, 5.2, 5.3), LO 1 (pcs 1.3)
30 Evaluation of internal and external factors that
would facilitate global expansion in a large
organisation: e.g. cultural factors, product
standardisation vs. adaptation (e.g. in the car
and washing powder industries), foreign
ownership restrictions etc
Design an outline project plan for the
globalisation process.
Evaluation of risks and their mitigation (e.g. non-
enforcement of copyright and patent legislation,
bribery and corruption).
Structure and Format
Relevance to the tasks, professional tone and format of response (2 marks)
Harvard Referencing (8 marks)
In-text citation
Bibliography, listed correctly and correlates to references made
Accurate, correctly-formatted footnotes
Integration of: supporting concepts, frameworks, critical thinking
10
Total Mark 100
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Task 4
This task constitutes 16% of the overall mark. 10% of the overall marks for any task must be given to
‘Structure and Format’.
Your board have asked you to develop a further report that focuses on the following key issues:
a) Evaluate the importance of demographic, geographic, economic, technological, socio-
cultural political and legal factors for firms considering entry to global markets, using a
chosen specified firm, product/service and market
b) For your chosen firm, product and market above, evaluate entry strategies based on
exporting, joint ventures and direct investment, making an appropriate evidence-based
recommendation to the firm
GM LO 1 ( pcs 1.1, 1.2, 1.3)
Task 4 Word Count (formal report) 2000 words maximum
Task 4 – Assessment Criteria and Mark Scheme
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Assessment Criteria Marks allocated
Comments Mark
Identify and evaluate relevant factors when considering entering particular international markets. You should include how the organisation will:
Utilise various information sources to acquire relevant data
Ensure the reliability and validity of each source of information
GM: LO 1 (pcs 1.1)
50 Evaluate demographic, geographic, economic,
technological, socio-cultural, political and legal
factors for the chosen market using PESTEL
analysis of country specific data.
Identify and evaluate appropriate market entry methods to enter specified international markets GM: LO 1 (pcs 1.2)
40 Evaluation of exporting, joint ventures or direct
investment as suitable strategies for the chosen
organisation and market
Structure and Format
Relevance to the tasks, professional tone and format of response (2 marks)
Harvard Referencing (8 marks)
In-text citation
Bibliography, listed correctly and correlates to references made
Accurate, correctly-formatted footnotes
Integration of: supporting concepts, frameworks, critical thinking
10
Total Mark 50
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Assessment Criteria for all Assessments
Marks Criteria 70-100 The answer submitted has an outstanding result with negligible amount of mistakes.
The answer shows an appreciative level of knowledge and clear understanding of related models, theories and frameworks. Analytical techniques used show the wide area of knowledge the learner has.
The ability to apply and contextualise the models, theories and frameworks are clearly recognisable.
The analysis and the use of research data, as well as the ability to use the data to reach acceptable and accurate conclusions is exceptional.
Answers show independent thought and clarity of the learner answer has led to an overall focused and evaluative answer.
The answer has followed proper Harvard referencing.
60-69 The answer shows an above average standard with few errors.
The answer shows a decent level of knowledge and fairly clear understanding of related models, theories and frameworks. There is a very good level, and use of, analytical techniques that is obvious throughout the answer.
The ability to apply and contextualise the models, theories and frameworks are of a good standard.
The analysis and the use of research data, as well as the ability to use the data to reach acceptable and accurate conclusions is above average level.
Answers show independent thought and clarity of the learner answer has led to an overall focused and evaluative answer with little inconsistency.
The answer has followed proper Harvard referencing.
50-59 The answer shows an above average standard with errors.
The answer shows a general level of knowledge and a fairly clear understanding of related models, theories and frameworks. There is a good level, and use of, analytical techniques that is obvious throughout the answer.
The ability to apply and contextualise the models, theories and frameworks are of a reasonable standard. However, the link between theory and practical knowledge appears to be restricted/limited.
The answer shows more assumptions than conclusive deductions/evidences and valid arguments. However, the ability to interpret and evaluate is evident.
Answers show independent thought and clarity of the learner answer has led to an overall focused and evaluative answer with some inconsistencies.
The answer has followed Harvard referencing at an acceptable level.
40-49 There are several shortcomings throughout the answer.
The knowledge level reflected in the answer is limited, especially in understanding of related models, theories and frameworks.
The case material has been repeated instead of evidencing knowledge.
The use of analytical techniques is inadequate.
A certain level of relevance is evidence in Harvard referencing.
30-39 Answer submitted is quite weak and lacks proper focus.
The answer shows a number of spelling errors and/or poor grammar/syntax.
The lack of understanding in subject knowledge, related models, theories and frameworks is evident.
Contextualisation, interpretation, and evaluation are of a poor standard.
Reflects only basic levels of Harvard referencing.
0-29 Requires more work on answering skills; overall output is well below the required standard. Answer has little relevance to the assignment briefs. Spelling/syntax poor.
Little or no evidence of appropriate subject knowledge.
Use of models, theories and frameworks is quite poor.
Little to no evidence of, and/or unacceptable mistakes in, Harvard referencing.
The overall Pass Mark must be a minimum of 40% when averaging together the marks
obtained for each task. Marks given to each task of the assignment must be an absolute
minimum of 40% of the marks available for that task.