Assessments – FAQs READ CAREFULLY
 
 

1. What kind of brand should I pick?

 
You should NOT pick a big global brand. It is impossible to write a marketing plan for a big global brand in 2500 words, thus you will not score highly with a brand such as Apple, Disney or Coca Cola. The brand that you pick should be of interest to you such that you enjoy the exercise, should be one where you think you can deliver on the requirements of the assignment and one where you can obtain plenty of data.
 
 
 
 

2. I checked everything off on the rubric and I got a bad mark, why?

 
The rubric is not a simple checklist, it is a guideline upon which you need to build. You cannot say that you included everything and therefore deserve a high mark. Consult the rubric carefully, you need to engage with the rubric and think carefully about what is required. Note different percentages, ask yourself where are the majority of marks allocated and why? You will note that 50% of the marks come down to original thinking and application and not down to cutting and pasting or repacking information available on the Internet. The industry analysis is the easy part so please note there are far less marks there!
 
 
 
 

3. If I copy the plans which you’ve put up as examples, will I score a high mark?

 
No. The examples provided on Moodle are for your information only, to show you what marketing plans may look like. You are expected to show originality and initiative and by copying others’ work, this demonstrates a lack of ability to think for yourselves and to work independently, therefore you will lose marks if it appears you have simply copied an example but changed the brand.
 
 

4. If I write a really good marketing plan but it does not contain any materials taught on the course, will I get a good grade?

 

1. MOST IMPORTANT THING TO NOTE: THE PURPOSE OF THE ASSESSMENT IS TO ENSURE YOU HAVE BEEN LEARNING ON THE COURSE. THEREFORE, IT IS ESSENTIAL YOU APPLY ALL THAT YOU’VE BEEN TAUGHT IN LECTURES, WORKSHOPS AND BY GUEST SPEAKERS. THOSE WHO PRODUCE A PIECE OF WORK WHICH HAS NOTHING TO DO WITH THE COURSE AND NO EVIDENCE OF LEARNING WILL BE HEAVILY PENALISED.

 

5. I went one word over the word limit, why was I penalised by 10%?

 
2500 words is the MAXIMUM, not a single word over, there is no leeway, this is exactly as it should be. Words in figures and tables do not count. However, do not ‘hide’ words in tables. Busy senior execs don’t have time to read this.
 
 

6. Why didn’t the lecturer mark what I put in the appendices?

 
Anything in the appendix is NOT marked, your marker will read them but will not allocate marks, so READ CAREFULLY:
If you are conducting your industry analyses for example and you have too much text then put a neat table or a short paragraph in the main body with your key text for marking, then put any extra text/data which you do not need marking but which add depth to your analyses in the appendix. Note again, APPENDICES ARE NOT MARKED.
 

7. I put all of my analyses in the Appendix and scored zero, why?

 
See above!
 

8. Do I have to put the word count in the assignment?

 
Yes, you MUST state the word count at the end of the assignment.
 
 

9. Why don’t you give us a template for the marketing plan?

 
Marketing is a creative discipline and if you want to go on to work in Marketing you will need to demonstrate creative flair. This assignment comes with guidelines in terms of layout but you are also expected to use your own initiative and search around for a format that you like. You are taught all the content, the layout is for you to choose.
 
 
 
 

 

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Digital Pathway Report
Task: devise and develop a business case for an existing business
Goal: provide a compelling argument for a company or organisation to invest in and launch
a digital innovation (i.e., a new product, service, process or business method that is based
on digital technologies).
Keep in mind:
● Imagine that you work for this company/organisation, and that the recipient of the
business case is a senior manager from whom you need support to go ahead.
● Propose a digital innovation that you believe this company/organisation should
introduce. This may be because the company/organisation is particularly well placed
to introduce a specific innovation, or because it is threatened by competition and will
suffer if no action is taken.
● Use all information that you can find on the company/organisation to build your case.
This information may include annual reports, information issued by the
company/organisation, press information (FT, Economist, etc.) and any other
information source that you can identify, such as personal contacts.
Structure the document as you see fit. It should include:
● A 200-300 word executive summary at the beginning that pitches your idea
● A description of the innovation that you propose
● An outline why there is a market opportunity (including analysis of the industry
environment and competitors, and economic characteristics of the innovative product,
service, process or method)
● A reflexion about who will be the beneficiaries of the innovation and what problem will
the innovation solve for them? (1000 words)
● An outline of why the innovation would be a good fit with the company/organisation
● A preliminary description of how the innovation will be executed (How will the
innovation be created or sourced? If applicable, how will it be protected? What are
the resources required?)
The innovation: (doesnt have to explain the innovation in your report, just giving you an idea
of what the product is)
– An ecosystem of smart clothing , yoga top, yoga pants and yoga mat
– The yoga top, yoga pants, yoga mats are embedded with sensors, so it can guide
your yoga practise and improve your posture. And records your heart rate etc.
– Also comes with an app, you can track your progress, share your progress with your
friends
–
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Essay plan:
– Introduction
– Target audience: who will be the beneficiaries? (see slide above, do some
market research on lululemon’s existing customer base and give statistics on
it, and say that our new product will target the same customer base)
– Explain why we chose this customer base?
– -eg. #1 Lululemon customers have high income and relatively price
insensitive , and since our new innovation will be expensive, so its likely that
this customer base will adopt this technology, #2 Lululemon customers are
young (around late 20s), so they are interested and familiar with technology,
so they are likely to adopt this technology (this part should be brief and short,
as this will be elaborated more in another question, just give a brief overview)
– How can the innovation benefit our customers? (should be the longest part) talk
about customer value, please see powerpoint above.
– This section should be split like the powerpoint : Guide, Track, achieve,
inspire
– Guide: how the innovation can improve their posture, eliminate injuries,
maybe find some data on how incorrect posture can lead to injuries
– Track: how the innovation can track their heart rate etc, do some research on
how this technology can benefit the customer (improve your health? Keep
track of your health?)
– Achieve (doesnt have to go into detail): customers can set goals and achieve
them
– Inspire: talk about the app, and users can share their progress with friends
and inspire them. this part also should highlight lululemon’s community, and
how our app can help bring lululemon’s community online, lululemon has a
huge network but they dont have an existing online community, so this app
can help connect like minded individuals.
– Conclusion

 

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