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Assignment Guidance and Front Sheet
This front sheet for assignments is designed to contain the brief, the submission instructions, and the actual student submission for any WMG assignment. As a result the sheet is completed by several people over time, and is therefore split up into sections explaining who completes what information and when. Yellow highlighted text indicates examples or further explanation of what is requested, and the highlight and instructions should be removed as you populate ‘your’ section.
This sheet is only to be used for components of assessment worth more than 3 CATS (e.g. for a 15 credit module, weighted more than 20%; or for a 10 credit module, weighted more than 30%).

To be completed by the student(s) prior to final submission:
Your actual submission should be written at the end of this cover sheet file, or attached with the cover sheet at the front if drafted in a separate file, program or application.
Student ID or IDs for group work e.g. 1234567

To be completed (highlighted parts only) by the programme administration after approval and prior to issuing of the assessment; to be consulted by the student(s) so that you know how and when to submit:

Date set Date assessment will be released to the students

Submission date (excluding extensions) Date and time, assessment submission details

Submission guidance Specific submission guidance for this work (e.g. Tabula link)

Marks return date (excluding extensions) Latest date that marks can be returned to the students (i.e. the 20 day turnaround)

Late submission policy If work is submitted late, penalties will be applied at the rate of 5 marks per University working day after the due date, up to a maximum of 10 working days late. After this period the mark for the work will be reduced to 0 (which is the maximum penalty). “Late” means after the submission deadline time as well as the date – work submitted after the given time even on the same day is counted as 1 day late.
For Postgraduate students only, who started their current course before 1 August 2019, the daily penalty is 3 marks rather than 5.

Resubmission policy If you fail this assignment or module, please be aware that the University allows students to remedy such failure (within certain limits). Decisions to authorise such resubmissions are made by Exam Boards. Normally these will be issued at specific times of the year, depending on your programme of study. More information can be found from your programme office if you are concerned.

To be completed by the module owner/tutor prior to approval and issuing of the assessment; to be consulted by the student(s) so that you understand the assignment brief, its context within the module, and any specific criteria and advice from the tutor:

Module Title & Code Strategic Marketing ES987-10 (Overseas)
Module Owner David Reynolds
Module Tutor
Assesment type Report
Weighting of mark 100%

Assessment brief
Your parent company in the Marketplace Simulation has decided that the experiment has been a success. As a result, they would like your firm to continue selling 3D printed carbon fibre bicycles. Unfortunately, your competitors have decided to continue in this industry as well. Based on the situation at the end of the Marketplace Simulation, your task is to create a Strategic Marketing Plan for your firm for the next year.
Your Strategic Marketing Plan must contain the following sections:
1)Introduction (approximately 150 words): Including Firm Vision, Firm Mission; Overall Objective(s) intended to be achieved through the Strategic Marketing Plan. (LO3)
2)Marketing/Situational Analysis (approximately 1300 words) Including
a.Internal Analysis: This must include data about your firm from the Marketplace Simulation (LO2)
b.External Analysis: This must include data about your competitors, customers and markets from the Marketplace Simulation (LO2 & LO3)
3)Marketing Strategies and Goals (approximately 600 words): Including identification, evaluation and selection of your strategy (or strategies) intended to appeal to your firm’s target customer segment (or segments). Please note Marketing Strategies are not the same as the Marketing Mix which is tactical. (LO2 & LO3)
4)Proposed Marketing Programmes/Conclusion (approximately 450 words): Including recommendations for an appropriate Marketing Mix and relevant control mechanisms intended to achieve the marketing goals. It is not necessary to provide a budget or specific implementation/action plan, but please ensure any recommendations could be reasonably achieved within one year. (LO3)
5)Reference List
6)Appendix (if necessary)
Please note LO1 is assessed across all sections of this assignment as you will need to critically evaluate and academically justify all tools/models/techniques/frameworks/theories (and so on) that you use in the creation of this plan.

Word count
Word limit: 2500 with a tolerance of 10%. This does not include: Tables, Diagrams, Figures, the Reference List or any Appendices. A penalty of 1% will be applied for every 100 words over this limit (over 2750 words)
Module learning outcomes (LO) (numbered) 1)Critically evaluate a range of strategic marketing tools/models/techniques in order to justify their inclusion and application in a Strategic Marketing Plan
2)Analyse the impact of external and internal environmental factors on a Strategic Marketing Plan and adapt accordingly
3)Interpret what different customer segments value and decide upon an appropriate mix of tactical marketing decisions in order to achieve clearly defined strategic objectives.
Learning outcomes assessed in this assessment (numbered) LO1, LO2, LO3
Marking guidelines Marks will be based on the WMG Post Module Assignment Criteria (https://warwick.ac.uk/fac/sci/wmg/ftmsc/postmodulework/pma/marks/ ) and allocated as follows:
Critical Comprehension & Analysis 88
Presentation 12
Total: 100
Academic guidance resources You may use any tools, models, or techniques which were discussed during the module or which you find in the relevant academic literature. However, you must justify the inclusion of each tool, model, or technique through the critical evaluation of the appropriate academic literature. This applies to tools from the lectures as well.
Please note that the majority of the marks will be gained through the academic justification of the appropriate tools, models or techniques. Simply applying a range tools, models or techniques without justification will not be sufficient to pass Learning Outcome 1.
You can use “we” when referring to your company, but you should not refer to individuals or your team
You MUST use data from the simulation to support your analysis.
Please refer to the PMA briefing session for further information or contact the Module Tutor via email.

The following is pre-populated for PGT assignments only:
Writing your Post-Module Assignment (PMA): specific additional advice for WMG’s Postgraduate Taught Students

As a postgraduate level student in WMG you may have some concerns about your ability to write at the high standard required. This short guide is intended to provide general guidance and advice. It is important that if you have any questions you discuss them with your module tutor. Remember, in writing your PMA you need to meet the expectations of the reader and university.

A good PMA generally requires you to answer the question and to include…

1.A title, with your student number, module, lecturer’s name and any other documentation required by the university.
2.A contents page and if appropriate, an abstract.
3.An introduction which acts as a ‘map’ to the rest of the document, describing the aim or purpose of the work and explaining how this aim is achieved. At this point it is usually helpful to paraphrase your conclusion.
4.Evidence of an appropriate level of background reading of relevant texts.
5.Evidence of systematic and clear thinking, indicative of good planning and organisation.
6.Writing which makes sense, is clearly and carefully presented (proof-read and grammar checked).
7.A critical style of writing which compares and contrasts the main theories, concepts and arguments with conclusions that are based in evidence presented.
8.High levels of accurate academic referencing.
9.A logical and well-defined structure with headings and subheadings.
10.Clearly labelled and well-presented diagrams and other graphics that are discussed in the text.
11.Adherence to usual academic standards including length and a timely submission.
12.A reference section in which every source that is cited in the text is listed.

Where to get help:

1.Talk to your module tutor if you don’t understand the question or are unsure as to exactly what is required.
2.Study, Professional and Analytical Skills (SPA) Moodle site – we have a lot of resources on this website with workbooks, links and other helpful tools. https://moodle.warwick.ac.uk/
3.The university Academic Writing centre provides workshops and useful tools to help you in all aspects of your work. https://warwick.ac.uk/services/skills/academicwriting/
4.Avoiding Plagiarism, the university’s site to help you to reference properly https://moodle.warwick.ac.uk/course/view.php id=42224
5.Wellbeing support services https://warwick.ac.uk/services/wss
6.Numerous online courses provided by the University library to help in academic referencing, writing, avoiding plagiarism and a number of other useful resources. https://warwick.ac.uk/services/library/students/your-library-online/