Assessment Brief 2024

Strategic Marketing &

Module Title: Module Code: 7BUS2040
Entrepreneurship
Individual Report in
PowerPoint Format of
no more than 10 slides
Assignment Format & Assignment
(excluding the title/cover slide, 70%
Maximum Word count weighting
executive summary, table of
contents/ agenda, reference
list & appendix)
Coursework
Time: 23:59
return (date Monday 14th April
Coursework Submission: Date: Sunday 16h March 2025
returned to 2025
Method: Canvas
students):
Dr Diane Morrad
Joseph Abang
Dr Kamaal Allil
Dr Pfavai Nyajeka
Module Leaders First markers Karen Bacchus
Dr Diane Morrad
Dr Peter Fraser
Dawn Kerr
Nicola Ryall
Approved Module Board
Internal Moderator PG Marketing/ THEM
Date: name
Approved Module Board
External Examiner June 2025 TBC
Date: date
Assessment eligible for an
Retrievable
extension on submission YES YES
Assessment
date (subject to UPRs)

Assessment Criteria
Learning Outcomes: Knowledge and Understanding assessed in this assignment:

 Develop a critical understanding of the role and processes of strategic marketing planning in the
creation of value and/or competitive advantage for an organisation.
 Evaluate how marketing tactics should be adjusted depending on context of the organisation, factors
in the environment, segmentation, customer personas and consumer behaviour.
 Examine the role and processes of innovation and business model development to create new
ventures, products and services in response to growth opportunities.
 Assess the market environment in the context of contemporary issues including digital
transformation, marketing ethics and sustainability.

Learning Outcomes: Intellectual, Practical and Transferable Skills assessed in this assignment:

 Propose strategic marketing plans backed by secondary research and application of academic
concepts and literature.
 Develop a range of entrepreneurial skills through a new venture or new product/service development
project including team working, ideation, innovation, evaluation, communication and persuasion.
 Recommend financially viable business models, launch plans and roadmaps that will deliver
sustained growth in response to clearly identified market opportunities.
 Critically evaluate key issues using academic concepts and literature.

Feedback /Marking Criteria for this Assignment

 Performance will be assessed using HBS Grading Criteria (Rubric)
 Feedback for improvement will be given in writing via your Canvas module site within 4 weeks of
submission
 Lateness Penalty: For each day or part day up to five days after the published deadline, coursework
relating to modules submitted late will have the numeric grade reduced by 10 grade points until or
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Assessment Brief 2024
unless the numeric grade reaches the minimum pass mark (UG 40/PG 50). Where the numeric
grade awarded for the assessment is less than the minimum pass mark no lateness penalty will be
applied. If the coursework is submitted more than 5 days after the published deadline, it will not be
marked and a grade of zero will be awarded. Please note: Referred coursework
submitted after the published deadline will be awarded a grade of zero (0).

 Extensions: Students do not have an automatic right to an extension. If you require an extension,
this must be requested in advance of the submission deadline. Please give your reason(s) for
needing an extension. Not all Assessments are eligible for an extension. Please check above.

 Retrievable Assessment: Students who fail a retrievable assignment have the opportunity to act on
the feedback in a timely manner and to resubmit the same assignment within a specified deadline set
by the Module Leader. Marks for resubmitted work will be capped at 40% for UG and 50% for PG.
Students who resubmit work and go on to Fail the module will still be able to do the referred
coursework (capped at 40% UG or 50% PG).

Detailed Brief for Individual Assignment

Assignment Title: Marketing Plan for (insert product/ service name here) to Facilitate the
Development and Growth of (insert your small business’s name here) in the UK

Description of the assignment, task, content and structure:

Assume you are an entrepreneur who has moved from overseas and is now looking to develop and
grow your small business in the UK. Your task is to develop a marketing plan (in the form of a
PowerPoint presentation) for local (UK) success, proposing a new product/service (either market
development of an existing product or an entirely new offering for the UK market) for your small business.
Your proposed new product/service/ offering should be clearly targeted at a specific target market within the
UK.
The primary objective of the marketing plan is to facilitate your small business’s growth (driving increased
sales and market share). So, you must construct an audit of the internal and external environments and
make recommendations to provide customer value and competitive advantage through a new product
development and/or innovation.
Please note that you are expected to present your plan/ findings/ ideas etc. in PowerPoint format (as
a presentation) for submission only. You will not be asked to verbally present your work and only
your PowerPoint presentation will be marked – so it needs to be as comprehensive but as succinct
as possible. You should not use more than 10 slides for the actual plan itself (your title/cover slide,
executive summary, table of contents/ agenda, reference list & appendix are excluded from this slide count).

Specific instructions:

The HBS Grading Criteria (rubric) will evidence how marks are awarded for individual parts of
the assignment i.e. Presentation and Structure, Intellectual Curiosity and Referencing, Content, Analysis,
Discussion.

Throughout your PowerPoint presentation, it is VERY IMPORTANT to refer to at least ten (10) research
sources, academic texts, marketing magazines and academic journal articles to support your analysis and
argument. Your marketing plan should also include facts and figures from credible, published reports. All
these sources must be referenced using the Cite-Them-Right Harvard Referencing System.
The content of the marketing plan PowerPoint presentation should include the following elements as
specified below:

• TITLE/ COVER SLIDE

Student ID Number:
Tutorial Tutor’s Name & Surname:

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Assessment Brief 2024
Module Name: Strategic Marketing & Entrepreneurship
Module Code: 7BUS2040
Assignment Title: Marketing Plan for (insert product/ service name here) to Facilitate the Growth of (insert
your small business’s name here) in the UK

Date of Submission: (must be before/ on the 16th of March 2025 at 23:59hrs)

Final Slide Count: (excludes title/ cover slide, executive summary, table of contents/ agenda, reference list &
appendix)

• EXECUTIVE SUMMARY (excluded in slide count)

A very brief overview of the marketing plan to intrigue the reader’s interest (Hint: It summarises the most
important points from each section of the plan)

• TABLE OF CONTENTS/ AGENDA (excluded in slide count)

1. SMALL BUSINESS DESCRIPTION

A very brief background/ history of the small business, identifying the vision and mission (if any) of your
company and briefly explain any current products or services.

2. SITUATIONAL ANALYSIS (MARKET AUDIT)

2.1 Customer Analysis

To identify the potential customers for the NEW product/service you should provide a detailed description of
the proposed segmentation of the customers available to target, and a description of met and unmet needs.
Consider your proposed value proposition for the potential UK target market.

2.2 Competitor Analysis

Use perceptual/ positioning mapping to assess competitors for your NEW product/service in the UK market.

2.3 SWOT/ TOWS Analysis

SWOT should be used to summarise the results of the environmental audit (an analysis of the relevant UK
market, trends, competition, supply and distribution, etc.), and present the status (brief internal analysis) of
your small business. Make sure your analysis includes consideration of any CSR (corporate social
responsibility) or sustainability and ethical factors.
So, you need to use all this information to prepare a review of the strengths and weaknesses (S&W) within
the small business and its external environment (Opportunities & Threats; O&T). Some of the identified
factors may require a change within the small business and you should explain/ justify the analysis with
supporting theory, business insights, etc.

3. MARKETING OBJECTIVES

It is important to demonstrate that you have assessed your strategic options in deciding on your new product/
service for the UK market. You should also list your SMART marketing objectives to measure results
accurately. The objectives should be for the following year based on the NEW product/service and should
offer a clear value proposition with brief illustrations of how customer value can be co-created, and
competitive advantage obtained, through the new product/ service. (Hint: Max 3 objectives using SMART

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Assessment Brief 2024

Criteria - Specific, Measurable, Achievable, Relevant and Time-Bound).

4. MARKETING MIX STRATEGY

You should suggest the best marketing mix strategies to market the NEW product/service in the UK market.
The marketing mix (4Ps) component of a marketing plan describes the strategies and ultimately tactics
implemented to reach the target audience. The proposed tactics should be carefully analysed, evaluated,
and justified with supporting theory, business insights and credible academic literature.
4.1 Product Strategy
4.2 Pricing Strategy
4.3 Place / Distribution Strategy
4.4 Promotion Strategy

… and 4.5 People 4.6 Physical Evidence 4.7 Processes for a new service

5. TIMELINE
You are required to prepare an estimated timeline to implement the proposed marketing mix strategies. A
simple Gantt chart will suffice. (Hint: To include pre-launch, launch and promotional strategies for the
NEW product/service).

6. BUDGET
You are required to provide a brief, rough & realistic estimation (that is practical for a start-up on a limited
budget) of the expected expenses needed to implement the marketing mix strategies. A simple table will
be sufficient. (Hint: To include pre-launch, launch and promotional strategies for the NEW product/service).

7. CONCLUSION & RECOMMENDATIONS

8. REFERENCES/ REFERENCE LIST (excluded in final slide count)

9. APPENDICES (if applicable) (excluded in final slide count)

Additional Tips:

1. Use relevant theory and frameworks to help structure your report (please note that there is no
expectation for you to include every single framework and tool discussed in class).
2. In addition to those recommended above, you may use any relevant/ appropriate marketing planning
models.
3. Concentrate on the critical quality and depth of your report, not the quantity of points.
4. Give evidence to support your analysis and recommendations (e.g., market data).
5. Interpret rather than just present numbers.

Please do not submit an individual submission with more than 10 slides (this number excludes your
title/ cover slide, executive summary, table of contents/ agenda, reference slide(s) and any
appendices). Each slide must be legible (i.e., the font must not be too small and any font size less
than font size 12 is not permitted) and must be as succinct as possible. You can include any further
explanations by adding a few notes to each slide, as appropriate, but bear in mind that when you
make a presentation in real life the audience does not normally see the notes! Please note that there
will be NO requirement to present your work ORALLY. But please do not include too many words in
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Assessment Brief 2024
your notes – these will not be read in full and may not count towards your assignment mark. It is
therefore suggested that a limit of 200 words of notes per slide is applied, should you wish to include
notes on any of your slides. Note that the impact of your work should be through your actual slides,
as this is what the Tutor will use as a basis to mark your assignment.

Remember to include a title/ cover slide (this is NOT included in the 10-slide count). You should also
include an appropriate reference list at the end of your PowerPoint presentation (this is additional
and is also not included in the 10-slide count, nor are any appendices, if you have any).

Academic Integrity, Plagiarism, Essay Mills and other Academic Misconduct Offences
 You are NOT allowed to copy any information into your assignment without using quotation marks
and a reference – this is ‘plagiarism’ (a type of academic misconduct).
 You are NOT allowed to copy from other students (or allow other students to copy from you) – this is
‘collusion’.
 You are NOT allowed to copy from your own assignments on other modules – this is ‘self-
plagiarism’.
 You must NEVER buy assignments from websites (essay mills) – this is called ‘contract cheating’
and it is now illegal in the UK.
 Contract cheating is a serious academic misconduct offence and also includes arranging for help with
an assessment such that there is also reasonable doubt as to whose work the assessment
represents. It extends to input from a fellow student, friend, relative, or any other person, artificial
intelligence with or without payment of any kind.
 For all references use Cite it Right Harvard style.- Harvard Referencing (see video for support)
 Unauthorised use of artificially generated material (AI) in researching or presenting material for an
assessment is an academic misconduct offence if you use AI tools in producing your assessment
unless the use of AI tools is expressly permitted. However, even if expressly permitted, where you do
not declare that you have used an artificial intelligence tool(s) in the production of your assessment,
or you are dishonest about the extent to which such tools have been used, you will have committed
academic misconduct.
 If you commit academic misconduct, your mark will be reduced, or, depending on the severity of the
offence you may get 1% for the assignment in question or 1% for the module, and get a disciplinary
warning. Repeat offenders normally face disciplinary action.

Please note that in this assessment you are permitted to use GenAI tools (or a proofreader or
proofreading service) to proofread your work but not permitted to use AI tools in the creation of
content for your work.

Student Support and Guidance

 Contact [email protected] if you are unsure of the rules or how to avoid academic
misconduct, and you will receive help.
 Please see the UPRs relating to Academic misconduct here.
 Ask Herts information on the use of artificial intelligence tools https://ask.herts.ac.uk/ai-tools.
 For further help on module content and assignment details, contact your Module Leaders or
respective Tutor during their drop-in / office hours or by email.
 Use the Learning Outcomes and HBS Grading Criteria (Rubric) to help inform you of the
expectations of the assessment.
 Use CASE (Centre for Academic Skills Enhancement) website resources:
http://go.herts.ac.uk/CASE . Attend CASE workshops and drop-ins to develop academic skills to
meet HBS expectations (see timetable on CASE website homepage or drop-in to CASE in L064, in
the LRC).
 Visit the Academic English for Business Programme Site for tips on developing your academic
English and contact [email protected] if you have any questions.
 For help with Turnitin, look for the “Check your work (Turnitin Originality Report)” practice assignment
in the Assignment section of all of your modules. For help with understanding plagiarism and how to
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Assessment Brief 2024
make changes to your assignment, contact [email protected].
 Use the Online Library to access quality business information resources:
o Library Search will help you find books, journal articles and more.
o Use the Subject Toolkit for Business to access to industry standard databases.
o Use Library SkillUP for guidance for searching and referencing.
o Get help: use SkilIUP module chat, visit the Study Success Hub, or book an 1:1 with a
librarian.

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 Assessment Brief 2024

PG Grading Criteria for HBS Individual Report in POWERPOINT PRESENTATION FORMAT

Module Code: 7BUS2040

REPORT Presentatio Intellectual Curiosity Content/ Terms/ Business Discussion

n& (Quality of academic Findings/ Application & /Analysis /Critical
structure sources) Definitions/ Integration of evaluation &/or
(5%) Use & presentation of Calculations Data/Literatur Reflection (30%)
CITE-THEM-RIGHT (20% e (30%)
Harvard Referencing
(15%)
Task details Follows Follows CITE-THEM-RIGHT Content included - as Integration & Line of argument,
REQUIRED Harvard style for in-text citation & in assessment brief application of development of
structure & Reference List outlined above information from discussion as in
keeps to Use a minimum of 10 CREDIBLE coursework assessment brief
POWERPOINT sources guidance/module outlined above
SLIDES limit of site throughout the
10 SLIDES: semester
(excludes title/
cover slide,
executive
summary, table
of contents/
agenda,
reference list &
appendix)
Marks
Outstanding Outstanding selection of quality Outstanding Outstanding Outstanding level of
90 - 100 presentation & sources, well beyond core & exploration of topic business insight & discussion/analysis/
POWERPOINT recommended resources. showing excellent application. critical evaluation &/or
Outstandin structure, with Outstanding standard of Harvard knowledge & Outstanding reflection.
g numbered referencing within text & consistent understanding through integration of Highly developed/
paragraphs, list use of Harvard referencing system. thorough & appropriate literature/data into focused work, with
of Accuracy of in-text references & full research. work. Very thorough consideration of
contents/figures details shown in Reference list. Impressive choice and impressive breadth all possibilities and
&appendices. range of appropriate and depth. aspects of the topic.
Articulate & fluent content.
academic writing
style with ideas
cross referenced.
No grammatical /
spelling errors.
80 - 89 Excellent Excellent selection of quality Excellent level of Excellent business Excellent level of
presentation & sources. Evidence of independent knowledge & insight & application. discussion/analysis/
Excellent POWERPOINT searching beyond core & understanding Excellent integration critical evaluation &/or
structure, with recommended resources. demonstrated. of literature/data into reflection. Clearly
numbered Excellent standard of Harvard Evidence of work. Impressive developed points all of
paragraphs, list referencing within text & consistent appropriate reading. breadth and depth. which are relevant to the
of use of Harvard referencing system. Covers all relevant topic
contents/figures, Accuracy of in-text references & full points & issues.
appendices & details shown in Reference list.
cross
referencing.
Articulate & fluent
academic writing
style. Only minor
errors.
70 - 79 Very good Very good selection of mostly Very good level of Very good business Very good level of
presentation & quality sources beyond the knowledge & insight & application. discussion/analysis/
Very Good POWERPOINT recommended resources. Few understanding Very good critical evaluation &/or
structure, irrelevant/poor quality sources used. demonstrated. integration of reflection. A few less
paragraphing, Very good standard of Harvard Covers most relevant literature/data into relevant ideas/points or
use of referencing within text & consistent points & issues. work. Very good use would benefit from further
numbering, list of use of Harvard referencing system. Few errors / omissions of literature/data development &/or
contents/figures, Accuracy of in-text references & full in content/calculations. with breadth and evaluation/comparison.
appendices & details shown in Reference list. depth.
cross
referencing.
Fluent academic
writing style.
Very few
grammatical
errors & spelling
mistakes.

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 Assessment Brief 2024
60 - 69 Good clear Good selection of quality sources Good grasp of the Good business Good level of
presentation & but some irrelevant/poor quality topic & some of its insight & application. discussion/analysis/
Good POWERPOINT sources used beyond the implications presented. Good integration of critical evaluation &/or
structure, use of recommended reading. Good Good knowledge & literature/data into reflection but more
numbering & standard of Harvard referencing understanding is work. Good use of ideas/points could be
appendices. within text & consistent use of demonstrated. literature/data with addressed or developed
Writing is mainly Harvard referencing system. Minor errors / adequate breadth further.
good with some Accuracy of in-text references & full omissions in content/ and depth.
flow and spelling details shown in Reference list. calculations.
&/ or grammatical
errors seldom
impede
understanding.
50 - 59 Satisfactory Satisfactory: Some quality sources Satisfactory content / Satisfactory Satisfactory: basic
basic used. Research did not go beyond level of knowledge of business insight & evidence of
Clear Pass POWERPOINT the recommended sources. the topic. Addresses application. Limited discussion/analysis/
structure. Satisfactory referencing within text & most of the task. Some integration with critical evaluation &/or
Not always consistent use of Harvard errors / omissions in literature/ data. reflection but some points
written clearly & referencing system. content/ calculations. Use of irrelevant or superficially
has grammatical May benefit from literature/data but made so need further
& / or spelling See CASE/ Information Managers further research. limited in breadth or development.
errors which (LRC) with feedback depth. See CASE with
impede feedback
understanding.

See CASE with

feedback
40 - 49 Weak Weak: Limited evidence of Weak: limited content / Weak: Weak: limited evidence
POWERPOINT appropriate research. Some use knowledge/ unsatisfactory of discussion/analysis/
Marginal format. Limited or made of recommended reading, but calculations. Limited or evidence of critical evaluation &/or
Fail poor structure. the majority of sources are muddled business application reflection.
Muddled work irrelevant/of poor quality. understanding of the & insight More development &
with many Weak use of Harvard referencing topic/question. Work needs to show comment needed. May
spelling & / or system with errors & inconsistently Does not meet all the better links between need to do more than
grammatical applied. learning outcomes. practical application describe.
errors. Must see CASE/ Information and theory. Must see CASE with
Managers (LRC) with feedback feedback
Must see CASE
with feedback
20 – 39 Inadequate Inadequate: Little evidence of Inadequate: Lacking Inadequate: Lacks Inadequate: Lacking /
POWERPOINT appropriate research. Few quality in relevant content/ evidence of inadequate level of
Clear Fail format and poor sources used from recommended knowledge/calculations business application discussion/
paragraphing / reading. Inadequate use of Harvard . Content irrelevant / & insight. Some analysis/critical
signposting. referencing with many errors &/or inaccurate. Does not literature missing or evaluation & /or
Inappropriate inconsistencies. meet all the learning irrelevant to topic. reflection. Descriptive.
writing style outcomes.
Poorly written Must see CASE with
&/or poor spelling Must see CASE/ Information feedback
& grammar. Managers (LRC) with feedback
Must see CASE
with feedback
0 – 19 Nothing of Nothing of merit: No evidence of Nothing of merit: Nothing of merit: Nothing of merit:
merit: Poorly research. No use made of Unsatisfactory level of No evidence of Unsatisfactory level of
Little or written work, recommended reading. Sources are knowledge appropriate discussion/analysis/critica
Nothing of lacking structure, irrelevant & of poor quality. No or demonstrated. business application l evaluation &/or
merit paragraphing / little attempt to use the Content used irrelevant & insight. reflection
signposting. recommended Harvard referencing / not appropriate/ to the
Many system. topic. Does not meet Must see CASE with
inaccuracies in Must see CASE/ Information the learning outcomes. feedback
spelling & Managers (LRC) with feedback
grammar.
Must see CASE
with feedback

KEY 1.
ACTIONS
To achieve 2.
a higher
grade, next 3.
time you
need to…
(Where to
go?) Who
can help?)