Assignment Structure: This is an individual assignment as a single report in two parts. Candidates are encouraged to be creative with their analysis and recommendations by using theories covered in the lectures and workshops. The below is the structure that candidates must follow for this report: Part 1. • Title page • Executive Summary • Table of contents • Introduction • Situational analysis – (PESTLE) (SWOT) • Competitive advantage (USP) • Evaluation of current marketing strategy Part 2. • Segmentation Targeting & Positioning (STP) • Recommended objectives and goals (SMART) • Recommend marketing strategies, based on the application of the marketing mix to your chosen brand. • Conclusion • Bibliography (with references)

1. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations. 2. Your assignment must be submitted to SunSpace for Turnitin and JIRA in electronic form with an accurately and clearly completed title page. All works submitted MUST be original. If under any circumstances a student is found to be violating any of the 'Academic Integrity' rules, the university deserves the right to take legal and disciplinary actions against the individual.

1st (70+%) An excellent assignment. It demonstrates a high level of understanding of the learning outcomes. The report provides evidence of significant understanding of marketing strategy theory/techniques and its application to the selected organisation. All decisions are logical, coherent, fully justified, explained succinctly and coherently, but also demonstrates a high level of insight and originality. The presentation is of a very high standard demonstrating a professional approach which is generally free of errors. 2:1 (60-69%) A very good assignment. It demonstrates a reasonably high level of understanding of the learning outcomes. The assignment provides evidence of understanding of marketing strategy theory/techniques and its application to the selected organisation. All decisions are logical, justified and explained however are less strong in terms of insight and originality. The presentation is of a high standard and predominantly free from errors.

70 – 75% The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

86 – 100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse. 76-85% The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.