ii Henley Business School, December 2019
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© Henley Business School, December 2019
Item code: STMK-AQ-8A
STMK-AQ-8A
© Henley Business School, December 2019 1ve identified in your analysis in Part 1 and that is
intended to deliver value to the business. Explain how the proposed strategy addresses the significant problem or opportunity
presented in Part 1.
Strategic Marketing: Assignment
4 © Henley Business School, December 2019
Part 3:
Implementation and
impact
(30% of marks)
Detail the actions that will need to be taken to implement the change proposed and realise the intended business benefits. Discuss
financial considerations of your proposals, and consider the impact of that change, identifying the likely benefits and risks, clearly
indicating how these will be measured. In particular consider the effects of the change on the future ongoing management of the
marketing objectives in the areas of:
• the organisation’s objectives
• marketing strategies
• relationships with key stakeholders
Part 4:
Interdependencies
and reflection
(10% of marks)
To demonstrate broader, holistic thinking you should examine the implications of your proposal on broader management challenges.
You should also reflect on how the approaches taken in the module relate to other modules you have studied so far – e.g. what are the
strengths and weaknesses of a strategic marketing approach for the problem you have been reviewing? Similarly, you should discuss
how insights from other modules have, or would, impact your recommendations and the expected outcomes.
You should conclude with a short reflection on the value gained from undertaking the module and the assignment task in your
appreciation of the link between marketing and other parts of the organisation, and its contribution to the business.
STMK-AQ-8A
© Henley Business School, December 2019 5
Assignment preparation guidance
Your assignment must show, concisely, that you can apply what you have studied in
the module. Therefore, do not write a solely descriptive or narrative account. Rather,
demonstrate the use of relevant concepts, tools and methods of analysis described in
the module materials to a practical challenge, drawing on material from the module as
appropriate.
Models or frameworks should be used in order to inform the analysis of the key
dimensions of the situation being investigated. It is important to be selective regarding
the models chosen – a smaller number of well-chosen models will carry more weight
than using many models with little relevance to the situation. Moreover, the chosen
models should not simply be reproduced or included in your assignment without
discussion of their relevance. Your work should include contemporary marketing
references. While it is acceptable to reject specific concepts and theories, you should
be careful to argue for your acceptance or rejection fully and try to highlight your
viewpoint with relevant evidence.
The outline structure given in this assignment brief provides a clear, step-by-step
approach to tackling the assignment. You are encouraged to adopt this approach.
Write in appropriate managerial style, while ensuring that you properly reference your
sources.
Submitting your assignment
When you are ready to submit your assignment, please do so via the Submissions
button on the module home page. Detailed guidance on how to do so can be found in
the ‘Exams and Assignments’ area of the Flexible Executive MBA or Executive MBA
(Global) (as appropriate), in Canvas.
Submission date
Please refer either to the study schedule for your cohort or to the Calendar in Canvas
for the assignment submission deadline for this module. If you have an assignment
deadline and you are concerned that you will not be ready to submit, you may request
to extend your assignment submission date. The circumstances under which it is
permissible to request an extension, as well as penalties for late submission, are
detailed in the ‘Key Policies’ section, under ‘Exams and Assignments’, in the
programme area.
Strategic Marketing: Assignment
6 © Henley Business School, December 2019
Word count
Your assignment should be 5,000 words in length. Word count allocation for each part
should reflect the marks’ weighting (i.e. 30% first part, 30% second part, 30% third part
and 10% fourth part).
Word count will comprise all text including:
• executive summary
• footnotes/endnotes
• all text in tables, diagrams etc
The word count should not include:
• the text on the cover page (the cover page should include your name, student
ID number, the title of the report, the title of the module and word-count
statement)
• table of contents (if required)
• reference list and any appendices
Assignments may not exceed the specified word count by more than 20% or fall short
of it by more than 10%. A student should not benefit from submitting a piece of work
that greatly exceeds the specified length (over 20% of the specified limit). A marker is
not obliged to read beyond the word limit, and a mark based on the work up to the
word limit will be awarded. Assignments that fall short of the specified word count by
more than 10% will be marked as submitted, sustaining any potential limitations due
to shorter content.
Use of appendices
You are advised to be cautious when including appendices in assignments. There are
no specific criteria for marking or mark allocation available for appendices, so the
assessment process focuses on the appropriate use of appendices.
When deciding whether or not to include appendices, consider the following points.
• Appendices should add value or detail to the discussion and analysis
undertaken in the main body of the assignment.
• They offer students the opportunity to give greater relevant and appropriate
detail to support the main analysis and discussion.
• Models, theory and discussion that demonstrate critical evaluation and analysis
of issues related to the module being assessed should always be presented
within the main body of the text. This discussion should make sense without
referring to the appendices. Using bullet points in the text (which does not
constitute analysis) and putting the detailed analysis in the appendices is not
acceptable practice and could result in failure.
STMK-AQ-8A
© Henley Business School, December 2019 7
• The inclusion of appendices should not be viewed as an opportunity to include
anything that cannot fit in the word count.
• Assignments that make excessive use of appendices suggest inappropriate use.
As a guide, we would not normally expect appendices to exceed one third of
the length of the assignment.
• Appendices should always be referenced at the appropriate point within the
discussion in the main body of the text.
Strategic Marketing: Assignment
8 © Henley Business School, December 2019
Appendix 1 Assessment grade criteria
Please refer to your Programme Handbook for further information on the marking categories shown in the table.
70–100
‘Distinction’
60–69
‘Merit’
50–59
‘Pass’
0–49
‘Fail’
Content
Overall
Excellent selection and application of
a range of appropriate module tools
and concepts to develop an in-depth
and critical analysis of the topic.
Content
Overall
Very good selection and application of
appropriate module tools and
concepts to develop a good level of
analysis of the topic.
Content
Overall
Competent selection and application
of appropriate module tools and
concepts to develop an analysis of the
topic that offers some insights.
Content
Overall
Inappropriate, poor or no use of
module tools and concepts; failure to
develop a coherent discussion or
analysis of the topic.
Strong demonstration of in-depth and
critical understanding of module
materials through application to
practice.
Clear demonstration of understanding
of module materials through
application to practice.
Demonstration of ability to apply
module materials through application
to practice.
Poor or no demonstration of
understanding of module materials or
failure to demonstrate ability to relate
them to practice.
Draws insightful conclusions
thoroughly grounded in in-depth
analysis of practical situation.
Draws appropriate conclusions wellgrounded in analysis of practical
situation.
Draws conclusions grounded in
analysis of practical situation.
Failure to draw conclusions and/or
conclusions not grounded in analysis.
Excellent use of evidence to support
analysis and discussion.
Very good use of evidence to support
analysis and discussion.
Good use of evidence to support
analysis and discussion.
Limited or inappropriate use of
evidence to support analysis and
discussion.
STMK-AQ-8A
© Henley Business School, December 2019 9
70–100
‘Distinction’
60–69
‘Merit’
50–59
‘Pass’
0–49
‘Fail’
Part 1
Provides a critical analysis and wellstructured discussion of the use and
usefulness of the chosen areas.
Demonstrates an excellent ability to
compare, contrast and critique the
information available.
Part 1
Discursive approach with some critical
analysis.
Demonstrates good ability to
compare, contrast and critique the
information available.
Part 1
Discussion mainly descriptive with
little or no critical analysis.
Demonstrates a limited ability to
compare, contrast and critique the
information available.
Part 1
Lack of critical analysis, discussion and
evaluation.
Part 2
Comprehensive discussion/critique of
strategic action relevant to the
marketing problem or opportunity
with logical justification that flows
clearly from Part 1.
Part 2
Adequate discussion/critique of
strategic action relevant to the
marketing problem or opportunity
with justification and links to Part 1.
Part 2
Limited discussion/critique of strategic
action relevant to the marketing
problem or opportunity that has some
justification and links to Part 1.
Part 2
Minimal or no discussion/critique of
strategic action relevant to the
marketing problem or opportunity
with minimal links to Part 1.
Part 3
Fully explores future actions and
implementation issues with clear links
to Part 2. Critically discusses impact on
marketing objectives.
Part 3
Identifies future actions and
implementation issues with clear links
to Part 2. Considers impact on
marketing objectives.
Part 3
Identifies some future actions and
implementation issues with some links
to Part 2.
Part 3
Limited or no identification of future
actions and implementation issues.
Not linked to Part 2.
Strategic Marketing: Assignment
10 © Henley Business School, December 2019
70–100
‘Distinction’
60–69
‘Merit’
50–59
‘Pass’
0–49
‘Fail’
Part 4
Provides excellent personal reflection
to demonstrate greater insight and
understanding.
Part 4
Very good and appropriate personal
reflection to enhance insight and
understanding.
Part 4
Personal reflection included but could
be developed in greater depth or in
more appropriate areas.
Part 4
Limited or no personal reflection or of
little relevance to issue or the
development of understanding.
Structure
Addresses all components of the
assignment brief with appropriate
weighting across each component.
Structure
Addresses all components of the
assignment brief with appropriate
weighting across each component.
Structure
Addresses all components of the
assignment brief with appropriate
weighting across each component.
Structure
Significant omissions of components
of the assignment brief or significantly
skewed weighting across each
component.
Excellent linkages between
components developing a strong,
logical structure to the overall
argument that is easy to follow.
Very good linkages between
components giving a logical structure.
Explicit linkages between components
giving a coherent overall structure.
Poor or no linkages between
components; illogical or incoherent
structure.
Presentation
Excellent presentation including
creative and appropriate use of
graphical and tabular presentation to
support the analysis.
Presentation
Very good presentation including
appropriate use of graphical and
tabular presentation.
Presentation
Clear presentation with some use of
graphical and tabular presentation.
Presentation
Poor presentation with no use of, or
over-use of inappropriate,
presentation formats.
STMK-AQ-8A
© Henley Business School, December 2019 11
70–100
‘Distinction’
60–69
‘Merit’
50–59
‘Pass’
0–49
‘Fail’
All figures and tables appropriately
captioned and discussed in text.
All figures and tables appropriately
captioned and discussed in text.
All figures and tables appropriately
captioned and discussed in text.
Limited or incorrect captioning of
figures and tables; no in-text
discussion.
Accurate referencing using the
Harvard referencing system.
Accurate referencing using the
Harvard referencing system.
Accurate referencing using the
Harvard referencing system.
Limited or no referencing or clear
demonstration of failure to
understand the concept of
referencing.
Word count appropriate within
allowed range.
Word count appropriate within
allowed range.
Word count appropriate within
allowed range.
Word count above or below allowed
range.
Sample Solution