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Winchester School of Art
Assessment Brief – Academic Year 2023/24
Module Code
ARTD6162 Assessment Type Reflective Report
Module Title
Strategic Advertising Management & Marketing Weighting 100%
Module Leader Nik Mahon Module Leader Email
N.P.Mahon@soton.ac.uk
Launch Date
15th October 2023 Word Count 3,000 words excluding appendices
Submission Date by 11.59pm (UK Time) 12th December 2023 Feedback to Students Date
Method of Submission
Blackboard
Assessment Brief Details:
This assignment will be undertaken with reference to your experience on the marketing simulation programme called ‘MARKSTRAT’. This simulation programme is designed to help you further your understanding of advertising management within the context of strategic marketing and how it relates to the various contexts of marketing and positioning.
In a series of lectures leading up to the one-week immersive engagement with the simulation programme, you will be introduced to commercial principles and marketing strategies and encouraged to think about the impact of advertising, branding and strategic decisions. You will take part in group simulation exercises as part of the ‘MARKSTRAT’ programme where you will compete in teams to maximise your company’s share price index. You will work in teams to understand the various forms of research available to you as part of the programme and devise a strategy for developing a successful brand in a competitive market. This will be supported by lectures on the material you will cover and the use of MARKSTRAT itself. You will analyse the research studies and market data and use this to develop considered strategies and decisions with respect to production, planning, design, sales, advertising, distribution and budget allocation. You will develop an understanding of brand contribution and the impact of marketing decisions on an organisation. This module will give you an insight into the role of an advertising or brand manager, and the impact that certain marketing decisions can have on the success of a product.
Assignment brief:
This will be an Individual reflective report, which clearly explains the aims and objectives set, the strategies employed, the results achieved, the monitoring carried out and corrective actions taken by your group in the Markstrat simulation programme. Each member of the team should analyse ONE particular product in your portfolio in more detail and discuss how the Marketing, Design and Branding of the product led to its success or failure. You should take an overview and highlight some of the key turning points taking a Strategic marketing perspective. In your discussions you should use the relevant theory to explain your strategies. As a guideline you should attempt to cover as many of the major headings in Markstrat as possible in your discussions (e.g. R&D, positioning, market research, product portfolio, lifecycles, contribution levels, consumer behaviour etc.). You can use diagrams to illustrate your arguments. The Appendix can be used to incorporate any raw data or diagrams from the simulation that you feel will help your arguments. This assignment interweaves advertising, branding and marketing theory and practice.
Reading list
1.MARKSTRAT Participant Handbook by Larreche and Gatignon-You will be supplied with a pdf copy
2.Ranchhod and Gurau (2007), Marketing Strategies: A Contemporary Approach FT Pearson
3.Hooley, G., Piercy, N., Nicolaud, B., and Rudd, J. (2017) Marketing strategy and Competitive Positioning. Pearson Education
4.Cooper, G.C. (2017) Winning at New Products: Creating Value Through Innovation
Structure of Illustrated Report
Structure your report as follows:
Title page
This should include the name of your Company and the product you are focusing on for the purpose of the assignment. Include also, your wordcount.
Contents Page
Showing sections, subsections and page numbers. Also lists of any figures, tables or charts that appear in the main body of the text or appendices.

Introduction and Background to the company and the products
A brief synopsis about your company and the portfolio of products being offered. How that portfolio of products developed from the first period of trading up unto ‘present day’ along with brand positioning and the market your products target.

Critical evaluation of marketing strategy
Here you will need to Focus on the company product you have chosen and the rationale behind the strategic decisions that were made in the development and marketing of that product. Remember, you don’t necessarily need to choose a successful product. You could equally choose an unsuccessful product that your company developed and examined the reasons behind its failure. The important thing is to demonstrate what you have learned, knowledge, understanding and insights that you have achieved together with the ability to critically reflect on the decisions that you and the rest of your group made. Where possible you should apply any appropriate advertising, branding or marketing theory or concepts to support your discussion or analysis.

Conclusion
Summarise your key evaluative insights and observations

Reference List
All sources of information must be properly referenced using the Harvard system.
Not included in the word count: Appendices, References (Harvard style)

Appendices
Any raw data or diagrams from the simulation that you refer to within your report.

Learning Outcomes & Assessment Criteria:

Ref Outcome Distinction Merit Pass Compensatable Fail Fail
100-80 79-70 69-60 59-50 49-35 34-0
A1 Current theories and practices relating to global advertising and branding Evidence of outstanding comprehension of theories, methods and techniques. Evidence of excellent use of theories, methods and techniques. Clear evidence of use of theories, methods and techniques. Satisfactory evidence of use of theories, methods and techniques. Limited evidence of use of theories, methods and techniques. Poor or very limited evidence of use of theories, methods and techniques.
A2 The challenges of adapting and managing creative strategy in multidisciplinary teams Exceptional critical awareness of new insights and skills at the forefront of the discipline. Advanced critical awareness of new insights and skills at the forefront of the discipline. Good critical awareness of new insights and skills, some of which are at the forefront of the discipline. Competent critical awareness of new insights and skills in the discipline. Partial critical awareness of new insights and skills in the discipline. Lack of critical awareness of new insights and skills in the discipline.
B1 Apply critical reflection and analysis in reviewing contemporary advertising and marketing data Clear evidence of advanced ability to critically evaluate research and interpret methods and techniques of enquiry. Evidence of advanced ability to critically evaluate research and interpret methods and techniques of enquiry. Evidence of consistent ability to critically evaluate research and interpret methods and techniques of enquiry. Satisfactory evidence of ability to critically evaluate research and interpret methods and techniques of enquiry. Limited evidence of ability to critically evaluate research and interpret methods and techniques of enquiry. Little or no evidence of ability to critically evaluate research and interpret methods and techniques of enquiry.
C1 Work constructively to demonstrate an ability to reflect on the lessons learnt from working in a competitive scenario Exceptional self- management, autonomy and interpersonal learning skills. Excellent self- management, autonomy and interpersonal learning skills. Good self- management, autonomy and interpersonal learning skills. Adequate self- management, autonomy and interpersonal learning skills. Limited self- management, autonomy and interpersonal learning skills. Poor or very limited self- management, autonomy and interpersonal learning skills.
C2 Manage your time and resources as an independent learner Exceptional self- management, autonomy and interpersonal learning skills. Excellent self- management, autonomy and interpersonal learning skills. Good self- management, autonomy and interpersonal learning skills. Adequate self- management, autonomy and interpersonal learning skills. Limited self- management, autonomy and interpersonal learning skills. Poor or very limited self- management, autonomy and interpersonal learning skills.

Late Penalties: Any part of your assessment submitted after the deadline will be subject to the standard University late penalties (see below), unless an extension has been granted, in writing in advance of the deadline.

University Working Days Late: Mark:
1 (final agreed mark) * 0.9
2 (final agreed mark) * 0.8
3 (final agreed mark) * 0.7
4 (final agreed mark) * 0.6
5 (final agreed mark) * 0.5
More than 5 0

Attendance: All full-time students are required to attend University for the duration of their programme each year, and to attend for such additional periods of study as may be required by the regulations of the programme of study that you are enrolled. The University Attendance Regulations are available from the University Calendar: http://go.soton.ac.uk/9xp

It is anticipated that students will only miss teaching sessions due to circumstances beyond their control such as illness, medical appointments, or other problems which must be dealt with immediately. Out of courtesy you should email the Module Leader for sessions you miss (preferably beforehand) to explain the reasons for absence (and you should copy to your Personal Academic Tutor any such correspondence).
A register of attendance may be taken in certain teaching sessions, and if your lack of attendance is cause for concern, we will contact you and ask you to contact your Personal Academic Tutor.

Unreported and sustained absence may seriously affect your learning capability and may result in you being withdrawn from your programme.

Special Considerations: If you believe that illness or other circumstances have adversely affected your academic performance, information regarding the regulations governing Special Considerations can be accessed via the Calendar: http://go.soton.ac.uk/9xo

Extension Requests: : Extension requests along with supporting evidence should be submitted to the Student Office as soon as possible before the submission date. Information regarding the regulations governing extension requests can be accessed via the Calendar: http://go.soton.ac.uk/9xo

Academic Integrity Policy: Please note that you can access Academic Integrity Guidance for Students via the Quality Handbook: http://go.soton.ac.uk/bxo
Please note any suspected cases of Academic Integrity will be notified to the Academic Integrity Officer for investigation.

References: You should use the Harvard style to reference your assignment. The library provide guidance on how to reference in the Harvard style and this is available from: http://library.soton.ac.uk/sash/referencing