Audit the marketing environment in which an organisation operates, demonstrating knowledge of a range of marketing tools and techniques
BUS4011 Marketing Dynamics Assignment – Infographic/Poster
Date for Submission: Please refer to the timetable on ilearn
(The submission portal on ilearn will close at 14:00 UK time on the date of submission)
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Assignment Brief
As part of the formal assessment for the programme you are required to submit a Marketing Dynamics assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.
Learning Outcomes:
After completing the module, you should be able to:
Audit the marketing environment in which an organisation operates, demonstrating knowledge of a range of marketing tools and techniques
Describe an existing or potential target market segment for an organisation that operates within a specific industry
Illustrate the extent to which the marketing mix of an organisation links to its competitive position within a target market segment
Effective communication: Communicate effectively both, verbally and in writing, using a range of media widely used in relevant professional context. Be IT, digitally and information literate.
All learning outcomes must be met to pass the module
Guidance
Your assignment should include: a title page containing your student number, the module name, the submission deadline and the exact word count of your submitted document; the appendices if relevant; and a reference list in AU Harvard system(s). You should address all the elements of the assignment task listed below. Please note that tutors will use the assessment criteria set out below in assessing your work.
You must not include your name in your submission because Arden University operates anonymous marking, which means that markers should not be aware of the identity of the student. However, please do not forget to include your STU number.
Maximum word count: 2000 words
Please refer to the full word count policy which can be found in the Student Policies section here: Arden University | Regulatory Framework
The word count includes everything in the main body of the assessment (including in text citations and references). The word count excludes numerical data in tables, figures, diagrams, footnotes, reference list and appendices. All other printed words ARE included in the word count.
Students who exceed the wordcount up to a 10% margin will not be penalised. Students should note that no marks will be assigned to work exceeding the specified limit once the maximum assessment size limit has been reached.
Assignment Task
Equivalent to 2000 words. Students are required to produce an A2-sized, infographic/ digital research poster as guided by the lecturer, for an organisation of their choice highlighting their findings of the key marketing dynamics for the chosen organisation. The infographic/poster should include but not be limited to:
An audit of both the internal and external marketing environment (LO1) (20%)
A perceptual map that defines the organisation’s market position in relation to its competitors (LO1) (10%)
Definition of one market segment that the organisation is currently targeting using appropriate segmentation variables (LO2) (20%)
Outline customer persona for one identified target segment that outlines their characteristics and buying behaviour (LO2) (20%)
An outline of the organisation’s current marketing mix (LO3) (20%)
Summary confirming the skills required to operate within a marketing department (LO4) (10%)
(Maximum 2000 words) (100 marks) (LOs: 1, 2, 3 & 4)
You have the opportunity to submit a draft of your work to receive formative feedback.
The feedback is designed to help you develop areas of your work and it helps you develop your skills as an independent learner.
If you are a distance learning student, you should submit your work, by email, to your tutor, no later than 2 weeks before the actual submission deadline. If you are a blended learning student, your tutor will give you a deadline for formative feedback and further details.
Formative feedback will not be given to work submitted after the above date or the date specified by your tutor – if a blended learning student.
Referencing Guidance
You MUST underpin your analysis and evaluation of the key issues with appropriate and wide ranging academic research and ensure this is referenced using the AU Harvard system(s).
Follow this link to find the referencing guides for your subject: Arden Library
Submission Guidance
Assignments submitted late will not be accepted and will be marked as a 0% fail.
Your assessment can be submitted as a single Word (MS Word) or PDF file, or, as multiple files.
If you chose to submit multiple files, you must name each document as the question/part you are answering along with your student number ie Q1 Section A STUXXXX. If you wish to overwrite your submission or one of your submissions, you must ensure that your new submission is named exactly the same as the previous in order for the system to overwrite it.
You must ensure that the submitted assignment is all your own work and that all sources used are correctly attributed. Penalties apply to assignments which show evidence of academic unfair practice. (See the Student Handbook which is available on the A-Z key information on iLearn.
Assessment Criteria (Learning objectives covered – all.
Level 4 is the first stage on the student journey into undergraduate study. At Level 4 students will be developing their knowledge and understanding of the discipline and will be expected to demonstrate some of those skills and competences.
Student are expected to express their ideas clearly and to structure and develop academic arguments in their work. Students will begin to apply the theory which underpins the subject and will start to explore how this relates to other areas of their learning and any ethical considerations as appropriate. Students will begin to develop self-awareness of their own academic and professional development.
Grade
Mark Bands
Generic Assessment Criteria
First (1)
80%+
Outstanding performance which demonstrates the ability to analyse the subject area and to confidently apply theory whilst showing awareness of any relevant ethical considerations. The work shows an outstanding level of competence and confidence in managing appropriate sources and materials, initiative and excellent academic writing skills and professional skills (where appropriate). The work shows originality of thought.
70-79%
Excellent performance which demonstrates the ability to analyse the subject and apply theory whilst showing some awareness of any relevant ethical considerations. The work shows a high level of competence in managing sources and materials, initiative and excellent academic writing skills and professional skills (where appropriate). The work shows originality of thought.
Upper second (2:1)
60-69%
Very good performance which demonstrates the ability to analyse the subject and apply some theory. The work shows a very good level of competence in managing sources and materials and some initiative. Academic writing skills are very good, and expression remains accurate overall. Very good professional skills (where appropriate). The work shows some original thought.
Lower second (2:2)
50-59%
A good performance which begins to analyse the subject and apply some underpinning theory. The work shows a sound level of competence in managing basic sources and materials. Academic writing skills are good, and expression remains accurate overall although the piece may lack structure. Good professional skills (where appropriate). The work lacks some original thought.
Third (3)
40-49%
Satisfactory level of performance in which there are some omissions in understanding the subject, its underpinning theory, and ethical considerations. The work shows a satisfactory use of sources and materials. Academic writing skills are limited and there are some errors in expression and the work may lack structure overall. There are some difficulties in developing professional skills (where appropriate). The work lacks original thought and is largely imitative.
Marginal Fail
30-39%
Limited performance in which there are omissions in understanding the subject, its underpinning theory, and ethical considerations. The work shows a limited use of sources and materials. Academic writing skills are weak and there are errors in expression and the work may lack structure overall. There are difficulties in developing professional skills (where appropriate). The work lacks original thought and is largely imitative.
Clear Fail
29% and Below
A poor performance in which there are substantial gaps in knowledge and understanding, underpinning theory and ethical considerations. The work shows little evidence in the use of appropriate sources and materials. Academic writing skills are very weak and there are numerous errors in expression. The work lacks structure overall. Professional skills (where appropriate) are not developed. The work is imitative.
BUS4011 Marketing Dynamics Assignment
For your BUS4011 Marketing Dynamics Assignment (Infographic/Poster), you’ll need to create an A2-sized poster focusing on a chosen organization’s marketing dynamics. Here`s how you can approach each element to meet the assessment criteria and the learning outcomes:
1. Audit of Internal and External Marketing Environment (LO1) (20%)
Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for the organization.
Perform a PESTLE analysis (Political, Economic, Social, Technological, Legal, Environmental) to assess external factors impacting the company.
Consider the competitive landscape (e.g., key competitors, market trends).
Include this information visually on the poster using graphics or tables for clarity.
2. Perceptual Map (LO1) (10%)
Create a perceptual map showing the organization’s position relative to competitors based on two relevant criteria (e.g., price vs. quality).
Highlight where your organization stands and how it compares to competitors.
Ensure the map is clear, with labels for competitors and axes.
3. Market Segment (LO2) (20%)
Choose one market segment that your organization currently targets.
Use segmentation variables such as demographics, psychographics, geographic, or behavioral factors.
Clearly explain why this segment is significant to the organization’s strategy.
4. Customer Persona (LO2) (20%)
Create a detailed customer personafor the chosen target segment. This should include:
Demographic details (age, gender, income, etc.)
Buying behavior (preferences, decision-making process)
Pain points and motivations
Present the persona as a visual graphic (e.g., with a photo, name, and key traits).
