Professional Diploma in Marketing

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1 Professional Diploma in Marketing 540 Marketing Planning Process Assignment Brief and Mark Scheme March 2015 Candidates are required to answer ALL tasks. CIM Regulations Candidates must ensure that they are CIM studying members and have registered for this assignment by the required CIM deadline. Once booked, if candidates later find that they are unable to submit to the March 2015 session they will need to book and pay again to submit to the June 2015 session using the June 2015 assignment brief. Fees are not transferable between sessions and extensions to the published deadline dates will only be considered on medical grounds. If an assignment is received from a candidate who has not booked by the above closing date, the relevant assignment entry fee will be raised along with a 100 late entry fee. Candidate Declaration Candidates must adhere to the CIM policies and guidance notes relating to word count, plagiarism and collusion when compiling this assignment and include the following declaration statement on the front cover of the assignment: I confirm that in forwarding this assignment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment is the result of my own independent work except where otherwise stated. Other sources are acknowledged in the body of the text, a bibliography has been appended and Harvard referencing has been used. I have not shared my work with other candidates. I further confirm that I have submitted an electronic copy of this assignment to CIM in accordance with the regulations. The Chartered Institute of Marketing 2014

2 Guidance notes for candidates These guidance notes refer to all CIM and CAM assignment briefs. Assignment regulations Candidates must complete the assignment brief published by The Chartered Institute of Marketing (CIM) for the relevant academic session. Candidates are able to ask for advice from tutors regarding the brief, the marking scheme and grade descriptors. Candidates and tutors should also understand and apply CIM policies relating to assignments, including word count, plagiarism and collusion; these are available on the CIM Learning Zone ( Each assignment must be completed individually. Context Candidates must refer to the guidance notes in each specific assignment brief. Confidentiality Candidates using organisational information dealing with sensitive/confidential material or issues, must seek advice and permission from the organisation about its inclusion in an assignment. Where confidentiality is an issue, candidates are advised to anonymise their assignment so that it cannot be attributed to a particular organisation. When submitting assignments to CIM, candidates who do not allow CIM permission to use their work for any other purpose may choose to opt out by ticking the box on the assignment/project front sheet. All CIM examiners sign a confidentiality agreement and cannot mark any assignment where there is a declared conflict of interest. All assignments are stored securely and are shredded confidentially after 12 months. Assignment criteria and mark schemes The assignment brief includes the assessment criteria and mark scheme, together with guidance notes. The guidance notes indicate the types of information and the format required. It is important that, when assignments are issued, discussions take place between candidates and tutors to clarify understanding of the assignment brief. Assessment criteria and mark schemes are included so that candidates can see where marks will be allocated and are able to structure their assignment accordingly. CIM reserves the right to amend the assessment criteria and mark schemes where appropriate. Grade descriptors Grade descriptors, used by examiners as part of the marking process, comprise the following elements: evaluation application concept presentation. The weightings of these elements are used to inform grades within a level and differentiate between levels. To maximise marks, candidates need to consider the weighting of the four elements at the relevant level. Page 2

3 Relative weightings Concept Application Evaluation Presentation Introductory Certificate in Marketing Professional Certificate in Marketing Professional Diploma in Marketing Chartered Postgraduate Diploma in Marketing 45% 30% 15% 10% 40% 30% 20% 10% 30% 30% 30% 10% 15% 30% 45% 10% CAM Diplomas 40% 30% 20% 10% Tutor guidance to candidates Candidates are able to ask their tutors to give feedback on ONE draft of an assignment and/or answer specific subject-related questions referring to the assignment. Feedback given will be focused around the mark scheme requirements, guidance notes, how the submission relates to the grade descriptors in relation to candidates chosen organisation. As tutors are not part of the official CIM marking process, they are not in a position to indicate possible grades through verbal feedback. Candidates can only ask tutors for verbal feedback on their completed assignments. Tutors cannot review completed assignments and return these to candidates with suggested changes in writing. Evidence of an Accredited Study Centre doing this will result in assignments being sent back unmarked. Word count policy The total number of words used for the whole assignment must be indicated on the front cover. Pages must be numbered for ease of reference. Candidates must comply with the recommended word count, within a margin of -/+10%. For some tasks a specified number of pages is given as an alternative to the word count. Areas included in the word count are as follows (unless otherwise specified in the individual assignment brief): tables charts diagrams graphs references (information such as specific quotations, author information) headings Areas excluded from the word count are: contents (if used) executive summary (if required or used please refer to specific brief requirements) bibliography appendices. Therefore, if candidates use tables to present their answer in the main body of the text, the words used (or where appropriate, the number of pages) will be counted and the rules relating to word count or number of pages will apply. Page 3

4 When a task requires candidates to produce presentation slides, with speaker notes, the word count applies to the speaker notes only. Where a task requires candidates to work to a specific format candidates must refer to the specific brief s guidance notes. Where candidates work has contravened the word count policy it will be reviewed by the Senior Examiner and the CIM Reasonable Adjustment, Malpractice and Irregularities Committee before a final decision is made on whether the assignment will be assessed. It is important that candidates adhere to the word count policy, as assignments that exceed the recommended word count, or number of pages, may be declared null and void and the candidate will be asked to complete and submit a new assignment. Presentation Candidates should present their work professionally, using tables and diagrams to support and/or illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be included in either the appendix or the main body of the text. If tables are included as appendices, the findings must be summarised or referenced within the main body of the text for marks to be awarded. Text must be 11 point, and tables, diagrams and charts must be no smaller than 9 point. The font size must be legible and not compressed. Preferred fonts include: either Arial, Calibri or Times Roman. At the top of each page (in the header) candidates must insert the unit name and their membership number (9 point) and at the bottom of each page (in the footer) insert page numbers (9 point). Candidates must not include their name in any part of the assignment. Guidance on inserting presentation slides into Word documents is available on the CIM Learning Zone. Appendices Appendices should only be included where necessary and should be used to accommodate tables and diagrams to support/illustrate the main body of the text. No marks are awarded for work included in the appendices, and these should not be used as alternative locations for work that should appear in the main text. Appendices should not include published secondary information, such as annual reports or company literature. Referencing and professionalism A professional approach to work is expected. Candidates must: identify and acknowledge ALL sources/methodologies/applications used use the Harvard referencing system (notes on Harvard are on the CIM Learning Zone website) express work in plain business English. Marks are not awarded for use of English, but a good standard of English will help candidates to express their understanding more effectively. All work that candidates submit as part of the CIM requirements must be expressed in their own words and incorporate their own judgements. Direct quotations from the published or unpublished work of others, including that of tutors or employers, must be appropriately referenced. Authors of images used in reports and audio-visual presentations must be acknowledged. Page 4

5 Plagiarism and collusion Academic offences, including plagiarism and collusion, are treated seriously. Plagiarism involves presenting work, excerpts, ideas or passages of another author without appropriate referencing and attribution. Collusion occurs when two or more candidates submit work which is so alike in ideas, content, wording and/or structure that the similarity goes beyond what might have been mere coincidence. Plagiarism and collusion are serious offences and any candidates found to be sharing their own work, copying another candidate s work, quoting work from another source without recognising and disclosing that source, or using agencies that provide assignment writing services will be penalised and their assignment may be declared null and void. It is a candidate s responsibility to understand what constitutes an academic offence, and, in particular, what plagiarism and collusion are and how to avoid them. Useful guidance materials and supporting CIM policies are available on the CIM Learning Zone. In submitting each assignment, candidates need to complete the CIM declaration statement. In doing this the candidate is confirming that all the work submitted is their own and does not contravene CIM policies, including those on word count, plagiarism and collusion. Tutors sign the Listing of Candidates form, confirming that to the best of their knowledge the work submitted is the candidate s own. If a tutor has concerns about the authenticity of a candidate s submission, it is highlighted on this form. CIM reserves the right to return assignments if the necessary declaration statements have not been completed. A candidate believed to be involved in plagiarism and/or collusion for one or more tasks will have their work reviewed and processed through plagiarism detection software. A candidate found to be in breach of these regulations may be subject to one or more of the following: disqualification from membership; refused award of unit or qualification; disqualification from other CIM assignments/qualifications; refused the right to retake units/qualifications. Where a candidate has breached CIM regulations, the candidate and the Accredited Study Centre will be informed of the outcome. Submission of assignments Candidates are responsible for submitting a hard copy AND an electronic copy of the assignment to their Accredited Study Centre by the given deadline. Candidates must complete all CIM paperwork to accompany the assignment. CIM will not accept or mark an assignment that is sent to CIM by an individual candidate. A candidate s Accredited Study Centre is responsible for ensuring the assignment is submitted to CIM by the required CIM deadline. It is CIM s policy to mark the hard copy assignments only. The electronic copy is required for validity checks and will not be accepted by CIM as a substitute for the hard copy. Hard copy instructions The assignment must be held together by a treasury tag in the top left hand corner, but not bound or put in a wallet of any kind. Electronic copy instructions Candidates must submit an electronic copy of their assignment to their Accredited Study Centre, according to the following guidelines: candidates can only submit ONE file per unit to their Accredited Study Centre file types that are acceptable are:.doc.docm.docx.rtf.pdf Page 5

6 the maximum file size per submission is 4mb; candidates should make every effort to reduce the size of the file submitted. Candidates Accredited Study Centres are responsible for submitting an electronic copy of each candidate s assignment to CIM. Final grades Final grades will be sent to candidates within three months of the CIM deadline. Assignment deadlines CIM has strict deadlines for Accredited Study Centres. In order to submit to this session, candidates must register by the deadline. Candidates must submit the assignment by their Accredited Study Centre s deadline, which will be different to CIM s deadline. It is the candidate s responsibility to contact the tutor for the submission deadline. A candidate s Accredited Study Centre must submit the assignment and accompanying paperwork to be received by CIM no later than the CIM deadline. CIM deadline dates are available on the Learning Zone. Page 6

7 PROFESSIONAL DIPLOMA IN MARKETING MARKETING PLANNING PROCESS ANSWER ALL TASKS In your role as a Marketing Manager for your organisation (or one of your choice), you have been briefed by the senior management team to develop a marketing plan in relation to ONE of the following options: Option 1: The growth of an existing product or service into a new international market (stated by the candidate) Option 2: The development of an online service to facilitate relationship-based marketing planning In order to develop the marketing plan in the context of ONE chosen option, you are asked to carry out three tasks that require you to produce three component parts to this brief: marketing audit, marketing plan and evaluation report. These three parts will be reported during the next senior management meeting. You are asked to provide an executive summary (500 words maximum, excluded from the word count) in response to the overall brief. Marks will be allocated under format and presentation. In addition, you are asked to provide a brief background to your chosen organisation, to be placed in the appendix. You are asked to choose an organisation with which you are familiar and one that can be used across all three tasks. Task 1: Marketing audit You are asked to prepare a marketing audit that considers the current and likely future challenges for your chosen organisation, in order to form a basis for the marketing plan. Marks will be awarded for the content of the marketing audit and its application within the marketing plan and evaluation report. Produce a marketing audit that: identifies and provides a rationale for the chosen option provides an evidence base for the development of the marketing plan. Audit: six sides of A4 maximum Page 7

8 Task 2: Marketing plan You are asked to prepare a marketing plan that is based on information contained within the marketing audit, contextualised to the chosen option. Produce a marketing plan that: summarises the findings from the marketing audit evaluates the detailed findings from the marketing audit, based on the selected option identifies the key issues from the selected option. In creating the marketing plan, up to an additional three sides of A4 may be included as tables, models, etc, to support the plan. These pages do not form part of the word count. Any other tables or models that are additional to those included in the marketing plan may be attached to the marketing plan as appendices (up to three sides of A4). Specific reference must be made to these in the marketing plan but their content will not attract marks. Task 3: Evaluation report Marketing plan: 3,000 words maximum You are asked to produce an evaluation report that considers the contribution of marketing planning and some of its key aspects to the success of your organisation. Produce a formal report that: explains and assesses the way in which the marketing planning process can benefit your chosen organisation critically evaluates the role of the marketing audit as part of the marketing planning process, and identifies the problems of information gathering and analysis encountered in undertaking the marketing audit explains and justifies how an appropriate competitive strategy has been developed as a part of the plan for your organisation, utilising a segmentation-targeting-positioning approach; this should evidence how the marketing mix will be used to achieve the desired positioning, and how the performance of the plan will be evaluated identifies the possible issues that may be encountered when implementing the marketing plan in the context of your organisation over a stated period, and presents practical proposals for resolving them. Evaluation report: 3,000 words maximum Appendix Provide a brief background to the chosen organisation, its current product(s)/service(s) range and its customer base (up to two sides of A4 maximum, no marks awarded). Page 8

9 ASSESSMENT CRITERIA AND MARK SCHEME Assessment Criteria Task 1: Marketing audit Marks Available CIM Examiner s Mark CIM Moderated Mark Identification and provision of a rationale for the chosen option Provision of an evidence base for the development of the marketing plan 10 Task 2: Marketing plan Summary of the findings from the marketing audit 10 Evaluation of the detailed findings from the marketing audit, based on the selected option Identification of the key issues from the selected option 30 Task 3: Evaluation report Explanation and assessment of the way in which the marketing planning process can benefit the organisation 10 Critical evaluation of the role of the marketing audit as part of the marketing planning process, and identification of the problems of information gathering and analysis encountered in undertaking the marketing audit 10 Explanation and justification of how an appropriate competitive strategy has been developed as a part of the plan for the organisation, utilising a segmentation-targetingpositioning approach; evidence of how the marketing mix will be used to achieve the desired positioning, and how the performance of the plan will be evaluated 10 Identification of the possible issues that may be encountered when implementing the marketing plan in the context of the organisation over a stated period, and presentation of practical proposals for resolving them 10 Page 9

10 Assessment Criteria Format and presentation Marks Available CIM Examiner s Mark CIM Moderated Mark Executive summary Relevance to tasks Use of supporting concepts and frameworks Professional tone and required format Harvard referencing 10 Total Mark 100 Marked by PRINT NAME Senior Examiner PRINT NAME Date Date Page 10

11 Guidance notes Candidates are asked to provide an executive summary in response to the brief. The executive summary (500 words maximum) is to be placed at the beginning of the assignment and is excluded from the word count. The executive summary will be assessed under the heading of format and presentation. It should succinctly summarise the content of the whole of the assignment in a style that enables it to be easily and quickly assimilated by senior managers. Choosing the context for responding to the brief Please note that this brief can be applied to any organisation, irrespective of sector, size or existing marketing roles and activities. If candidates work for any of the following types of organisation micro or SME, FMCG, Not-for-Profit, public sector, B2B or B2C they should be able to address the requirements of the brief. If candidates are finding it difficult to relate their specific context to the brief, they must seek guidance from their tutors. In their response, candidates should describe the context of the organisation, particularly where they feel there is a limitation. In addition, the two A4 sides of brief background to the organisation supporting their assignment will enable the examiners to fully understand the context. The content of the candidate s submission should address marketing within the context they describe for the organisation. As already outlined, candidates are required to provide a brief background to the chosen organisation, its current product(s)/service(s) range and its customer base (up to two sides of A4, which should form an appendix, no marks awarded). Candidates undertaking this assignment are expected to focus on producing a marketing plan based on their own organisation, or one of their choice. The marketing plan should be contextualised around ONE of the following two options: Option 1: The growth of an existing product or service into a new international market (stated by the candidate) Option 2: The development of an online service to facilitate relationship-based marketing planning Candidates should state their chosen option on the front page of their assignment. In selecting their option, candidates are advised to assess its suitability in relation to the context of the chosen organisation. The chosen option should allow for detailed development of the plan as appropriate to the organisation and its sector. Option 1 looks at how an organisation addresses the growth of an existing product or service into a new international market. Many organisations have adopted this growth strategy both in response to poor performance in the home market and to exploit opportunities that present themselves in international markets. The approach can be either to supplement home market sales or to grow sales in the international market. Or it could be a combination of both situations. However, from whichever perspective the growth is achieved, the result is to take an existing product or service and enter a new international market. Page 11

12 Option 2 focuses on the development of an online service to facilitate relationship-based marketing planning. There has been an increasing use of online services as the use of the internet continues to grow. This option is based on how relationship-based marketing planning is helped by the use of a specified online service. It allows for a wide range of examples, often very creative and novel, that have been developed to enhance the relationships used in marketing planning for an organisation. Task 1: Marketing audit When producing the audit, it is important that at the start of the audit, candidates should provide an explanation of the option choice that will form the basis of the marketing plan. It is necessary for candidates firstly to undertake a marketing audit that considers the current and likely future challenges for the chosen organisation. Candidates are expected to evaluate the current position of the chosen organisation in terms of both its external and internal environments. This should be undertaken through the acquisition of relevant information from a range of sources, and analysis using appropriate marketing audit tools. Frameworks and models provide insight into the current position and enable strengths, weaknesses, opportunities and threats to be established, particularly from the perspective of the selected option. It is important that the marketing audit is based on a detailed evaluation using the presented marketing audit tools as the basis for discussion. As stated when producing the marketing audit the candidate should ensure that it relates specifically to the choice of option. The practicalities of undertaking a marketing audit are clearly explained in Section 2 of the CIM Official Study text, published by BPP. The audit should evaluate both the external and internal environments. This should be undertaken through the analysis of relevant information from a range of sources, using appropriate marketing audit tools. Different definitions are used for internal environment, micro environment and macro environment, and it is important that candidates relate the definitions that they are using to the context of the assignment. The definitions, as outlined in the BPP official study text, are as follows: The internal environment can be defined as the conditions, entities, events and factors within an organisation that influence its activities and choices, particularly the behaviour of the employees. Factors that can be considered are the organisation s mission statement, leadership styles and organisational culture. The micro environment is factors, or elements, in an organisation s immediate area of operations that affect its performance and decision making freedom. These factors include competitors, customers, distribution channels, suppliers and the general public. The macro environment is the major external and uncontrollable factors that influence an organisation s decision making and affect its performance and strategies. These factors include economic factors; demographics; legal influences; political agendas; social influences; technological changes and natural forces. There are many different approaches to undertaking an audit, and originality will be rewarded. The audit tools chosen will be those that are most relevant to the organisation and context. Candidates are encouraged to think as creatively as possible. Typical external Page 12

13 audit tools include PESTEL, Porter s Five Forces and strategic group mapping. Typical internal audit tools include the product life cycle, portfolio models, including the BCG matrix and GE matrix, and value chain analysis. The planning gap should be used as a means of identifying and assessing key marketing planning requirements to fulfil the organisation s marketing strategy. Candidates should use those frameworks and models that will provide the best insight into the current position, enabling strengths, weaknesses, opportunities and threats to be established, particularly from the perspective of the selected option. The marketing audit will form the evidence base of the situation in which the marketing plan is developed, and should be relevant to the option. It should be a maximum of six sides of A4, with text no smaller than font size 11, and tables, diagrams and charts no smaller than font size 9. Task 2: Marketing plan The main findings of the audit should be summarised at the beginning of Task 2, showing current and likely future challenges that are to be incorporated into the marketing plan as a platform for the specification of marketing objectives and strategy. A key element of the assignment is the production of a marketing plan which focuses on either the growth of an existing product or service into an international market or the development of an online service to facilitate relationship-based marketing planning. The marketing audit of the situation facing the organisation will provide the evidence base on which the plan should be formulated. Details of the plan should be set out over the specified timescale, and incorporate all the necessary components of a marketing plan, based on the option. The timescale covered by the plan will depend on the nature of the organisation and its markets. Guidance for either option: matters to be considered will include the operational and strategic elements and where performance could be improved. The availability of the organisation s skills and resources, and how these are to be deployed to achieve the desired outcomes, should be addressed. Please note: the proposed options are open to the widest interpretation in the setting of the organisational situation under consideration. All the substantive components of a marketing plan should be included. The marketing plan is likely to contain tables, diagrams and charts with details of, for example, analysis, marketing activities, implementation processes, etc. Up to three sides of A4 may be included in the marketing plan. If required, extra tables, diagrams and charts (three sides of A4 maximum) may be included as appendices. If tables are included in the main body of the report, they will be included in the word count: if they are included as appendices they must be specifically referenced to within the main body of the plan. Text should be no smaller than font size 11, and tables, diagrams and charts no smaller than font size 9. Task 3: Evaluation report The report requires that candidates identify and evaluate how the marketing planning process can support either of the chosen options. Appropriate arguments, supported by theoretical and academic research, should be cited in the report. Page 13

14 Candidates should produce a report that considers how the marketing planning process can support the situation and context surrounding the chosen option, as well as an assessment of undertaking the marketing audit. Candidates should also highlight potential barriers likely to be encountered when implementing the marketing plan, and propose how these will be tackled. Additionally, within the report, candidates should reflect critically on undertaking the marketing audit from both conceptual and practical perspectives. An evaluation should be made of how it was undertaken, the sources used, difficulties in collecting specific information, gaps in the data, methods of analysis, and the trade-off between time and value in the planning process. Further requirements include justification of the segmentation-targeting-positioning approach adopted within the marketing plan, and recognition of planning implementation issues and solutions. For each of these aspects of the marketing planning process, candidates are expected to incorporate both theoretical and practical insights into their application to the chosen context. The analysis of these tasks may highlight specific issues associated with the external market, such as consumer behaviour and competition, or particular internal issues, such as organisational advantages or resource limitations. The nature of the organisational context, such as the size of the business, whether it operates in product(s)/services(s) markets, and whether it has profit or non-profit goals, may be relevant to both segmentation and implementation. Clearly, there is scope for discussion of contextual issues within an appropriate theoretical framework. Presentation In producing the report, it is important that candidates adopt a style and structure that are appropriate for reporting to a meeting of the organisation s senior management. The format should be consistent with the specific requirements of the tasks, and the emphasis should be guided by the weighting of each of the assessment criteria, as indicated in the mark scheme. A holistic approach to the report is expected, in which emphasis is given to insightful analysis, originality and clarity of expression. At the same time, it is important that a comprehensive marketing plan is systematically developed in the context of the organisation and chosen option. It is particularly important that due regard is given to the conceptual underpinning of the way in which some of the key aspects of the marketing planning process have been undertaken. A critical perspective should be provided on how this has been applied in the setting of the chosen organisation. Page 14

15 Professional Diploma in Marketing: Grade Descriptors Level 6 Grade A This grade is given for work that meets all of the assessment criteria at Diploma level to secure at least 70% and demonstrates a candidate s ability to: Concept 30% Application 30% Evaluation 30% develop appropriate research strategies for both primary and secondary research selectively identify valid and relevant information from a wide range of sources for the discipline manage own learning independently engage in effective debate in a professional manner evidencing a comprehensive understanding and application of key principles produce detailed and coherent arguments in response to well defined and abstract problems using relevant vocational language evaluate findings leading to incisive conclusions and recommendations produce reliable, valid and incisive conclusions and recommendations, based on research findings and analysis Time Management and Presentation 10% plan, review and complete work within the specified deadlines/time allocated an exceptional and professional standard of presentation, format and tone Grade B Grade C Grade D This grade is given for work that meets all of the assessment criteria at Diploma level to secure at least 60% and demonstrates a candidate s ability to: This grade is given for work that meets enough of the assessment criteria at Diploma level to secure at least 50% and demonstrates a candidate s ability to: This grade is given for border line work that does not meet enough of the assessment criteria at Diploma level to secure a pass and is within the band 45-49%. This may be due to: evidence comprehensive knowledge and understanding of the marketing discipline at Diploma level synthesise and analyse new and/or abstract information and data in the context of wide ranging problems, using a range of appropriate techniques develop appropriate research strategies for both primary and secondary research identify and select valid information from a suitable range of relevant sources for the discipline manage own learning with minimal guidance evidence detailed knowledge and understanding of the marketing discipline at Diploma level analyse new and/or abstract information and data in the context of broadly defined problems, using appropriate techniques develop an appropriate research strategy for both primary and secondary research identify and select information using a minimum number of resources for the discipline manage own learning with support and guidance evidence a satisfactory level of knowledge and understanding of the marketing discipline at Diploma level analyse information and data in the context of explicitly defined problems an inability to develop an appropriate research strategy for both primary and secondary research insufficient sources of information being used to underpin research an inability to manage own learning effectively repeating case material rather than evidencing knowledge of the marketing discipline at Diploma level a lack of detail and argument when analysing information for a specified task express ideas persuasively and with originality, applying appropriate marketing terminology and concepts accurately apply a wide variety of illustrative examples to underpin findings supported by references to wider reading and learning resources to exemplify points evidence a sound understanding and application of key principles produce logical arguments in response to a given brief using vocational language correctly express ideas clearly, applying appropriate marketing terminology and concepts accurately apply a variety of illustrative examples to underpin findings supported by some references to wider reading and learning resources to exemplify points evidence a basic understanding and application of key principles produce arguments in response to a given brief using sufficient vocational language outline ideas and concepts using appropriate marketing terminology include some illustrative examples to support findings including minimum references to wider reading and learning resources to exemplify points a lack of basic understanding of key principles and limited application insufficient and/or inappropriate use of marketing terminology to explain ideas limited development of ideas or concepts few or no examples to support findings evaluate findings leading to informative and reliable conclusions and recommendations produce reliable and informative conclusions and recommendations, based on research findings and analysis evaluate findings leading to reliable but limited conclusions produce reliable but limited conclusions and recommendations based on findings little or no attempt to evaluate findings superficial conclusions and recommendations which lack depth plan, review and complete work within the specified deadlines/time allocated a high standard of presentation, format and tone complete work within the specified deadlines/time allocated acceptable presentation, format and tone work not being completed within the specified deadlines/time allowed errors in presentation, format and tone Page 15

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