Management
a
ASSESSMENT TASK TEMPLATE
Learning Outcomes
This assessment task addresses the following learning outcomes from the module specification
Appreciate the relevance and application of key marketing concepts
Recognise the impact of digital technologies, social media and SEO on the nature, implementation, outcomes, measurement and management of the marketing function and customer communications
Understand the role of information and Online digital technologies in building and managing customer and stakeholder relationships within the digital business environment
Assessment brief
For the purpose of this assignment, you are required to outline and detail a marketing audit and strategy for the case scenario detailed on page 2 of this brief.
Based on your analysis of the scenario you will need to do the following:
Clearly define the marketing environment for the organisation.
At a minimum, this should include details of:
Customers,
Key competitors, and
Macro-economic factors.
Using an environmental framework Identify in depth areas of opportunity and weakness and use these to propose a digital marketing strategy for the case scenario. You must use only two of the following frameworks: Porters, SWOT, PESTL
Detail your strategy. You will need to consider the following:
The niche and target market strategy
The positioning and differentiation strategy
Provide a full justification of the decisions you make and the ideas you propose.
Case scenario:
EcoForest Leisure is based in the heart of the Peak District, UK; having opened at the start of this year following an intensive refurbishment project of agricultural buildings set within 200 acres of parkland.
The company offers luxury weekend and short term wellness breaks and consider themselves to be offer ‘wellness with a difference’ and facilities include a state-of-the-art fitness suite, a hydrotherapy pool in addition to a wide range of therapies, treatments and classes (popular classes include Yoga, Pilates, Bikram Yoga, Barre, and Mindfulness). The intention is to also host corporate wellbeing events and a variety of retreats. EcoForest Leisure does not currently have a website and they mainly rely on traditional print media (newspapers and magazine advertisements) and word-of-mouth communications to attract customers. Managers recognise that a digital presence is essential to develop the customer base and expand their business. EcoForest Leisure need your help to complete a marketing audit propose a digital marketing strategy that aims to develop an online presence for the company.
You are advised to:
Avoid description of the content of material referred to – critical evaluation is required where specified.
Work should be referenced in APA 6th style. The link below is to the library guidance on referencing and it is recommended you use these resources to ensure your references are in the correct format.
Refer back to your tutorial work and notes where you have covered key issues and developed critical argument that is relevant to the requirement of this assessment.
Pay close attention to the Assessment Criteria at the end of this document – this lists general assessment criteria and specific criteria to the requirements of this assignment. These criteria will be used to inform your electronic feedback on your marked assignment.
Use the University Referencing guide which is APA 6th. Note that poorly referenced material will lose you marks (make sure you consult the Learning Development Group Tutors on level 1 of the Business School for any additional help needed). You can access APA 6th via Brightspace by clicking on the Library button to access the easy to use online guide.
Marking criteria
Please refer to the assessment task-specific criteria in Appendix 1. These show you the issues that will guide your tutors in marking your work. You are encouraged to use these at all stages of preparing your work. Please remember that the marking process involves academic judgement and interpretation within the marking criteria.
Appendix 1 Assessment task-specific marking criteria
Specific Criteria 0-39 40-49 50-59 60-69 70 – 79 80-100
Operating environment (60%) Little or no operating environment analysis. Very little understanding of the wider issues in the operating environment. Contextual analysis seems to be based on opinion, rather than fact. No real analysis or depth. Clear understanding and some analysis of the operating environment. Some areas have gaps and some areas require further clarification. Like the previous section but with improved analysis and clear understanding with good overview of environment and its relevance. Like the previous section but a greater appreciation of the operating environment. Detailed understanding of operating environment and its relevance. Like the previous section but a more extensive understanding of the operating environment and its relevance.
Digital strategy (30%) Very little understanding and development of the digital strategy. Very descriptive, you show very little understanding of the digital strategy. Good specification of the digital strategy with some justification. Some basic link to the marketing audit. Like the previous section but with greater detail about the digital strategy and its justification. Also greater link to the marketing audit. Like the previous section but with a more sound articulation of the digital strategy, with a more detailed rationale. Very clearly linked to the marketing audit. Like the previous section but with greater creativity and use of marketing audit to articulate and justify the digital marketing strategy.
Referencing (5%) No supportive references. Few supportive references. There may be problems with referencing style. Uses supportive references but does not always acknowledge sources of information. There may be problems with referencing style. Like the previous section but with improved use of supportive references. Some problems with referencing style. Like the previous section but with more extensive use of supportive references. Few problems with referencing style. Extensive use of supportive references. Accurate and consistent referencing style.
Writing quality (5%) Extensive spelling and/or grammatical errors. The reports organisation is lacking. Some importance points are overlooked or not developed. The reader has difficulty in following the argument. Many spelling and/or grammatical errors. Some copy The overall organisation is generally clear although the reader may have some difficulty in making logical links in parts of the report. Some points may lack development. The overall structure is usually clear and logical but some paragraphing may be problematic. The overall argument generally develops logically but ideas may occasionally not link well. Some spelling and/or grammatical errors. The overall structure is clear and logical with good paragraphing in terms of position and structure. The overall argument develops logically. Few spelling and/or grammatical errors. The overall structure is clear and logical with excellent paragraphing in terms of position and structure. The overall argument develops logically. Hardly any spelling and/or grammatical errors. Excellent structure with clear and logical report style.