Module Title

Strategic Marketing and Entrepreneurship

Module Code:

7BUS2040

Assignment Format & Maximum Word Count

Group Report [at least 2600 words]

Assignment weighting

  30%  

Coursework Submission:

Time:23: 59

Date: 27th November 2024
Method: Canvas

Coursework return Date returned to students:

Within 4 weeks

(25th December)

Module Leader 

Kamaal Allil / Gabriel Plata

First marker 

Tutorial lead

Internal Moderator

Approved ☐
Date:

Module Board name

External Examiner

Approved ☐
Date:

Module Board date

Assessment eligible for an extension on submission date (subject to UPRs)

YES

Retrievable Assessment

YES / NO

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 the 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: Skills and Attributes 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.

Transformational Opportunities:

·       Use market research tools and analysis techniques to improve strategic thinking and business planning skills (Throughout the assignment, students enhance their skills in using tools like PESTEL, SWOT, Porter’s 5 Forces, and segmentation to develop their business idea).

·       Develop skills in teamwork, communication, and collaboration through group work (This assignment encourages students to work together in developing a business idea and completing each task, thus enhancing their teamwork and collaboration skills).

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 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 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 50%).

Detailed Brief for Individual / Team Assignment

Assignment Title: Team Report – Ideation and Market Analysis Report

Description of the Assignment, Task, Content, and Structure:

The objective of this assignment is for your team to apply the strategic marketing and entrepreneurship concepts explored during the tutorial sessions. You will collaboratively produce an Ideation and Market Analysis Report that evaluates the industry and market for your team’s chosen business idea. The report will demonstrate your ability to apply theoretical frameworks to real-world business scenarios, focusing on ideation, industry analysis, market trends, and segmentation.

Specific Instructions:

Based on the work your team has completed during the tutorials, you are required to write a comprehensive report that identifies and evaluates both the Industry and Market of your selected business idea. The report should be 3,000 words (±15%) and must incorporate relevant frameworks and literature discussed in class. To support your analysis, you are encouraged to include diagrams, graphics, tables, charts, and graphs where appropriate.

Main Structure:

The assignment is divided into five core tasks, each designed to address a specific aspect of strategic marketing and entrepreneurship. The tasks will guide you through the development of a strategic marketing plan for your new business idea, ensuring a logical progression from idea generation to market analysis.

Tasks Overview

Task 1: Create a Business Idea

• Activities:
• Brainstorm and generate potential business ideas (considering opportunities for sustainable practices and innovation in addressing environmental or social challenges).
• Articulate the value proposition for the selected idea using the Value Proposition Canvas.
• Develop a Business Model Canvas that outlines the key elements of your business idea (e.g., customer segments, value propositions, revenue streams, etc.).
• Outcome: A clear business idea with a well-defined value proposition and a detailed Business Model Canvas.

Task 2: Emerging Trends in Industry

• Activities:
• Conduct a PESTEL analysis to identify key trends (Political, Economic, Social, Technological, Environmental, and Legal) affecting the industry.
• Discuss how these trends are likely to impact the business idea and its industry.
• Outcome: An in-depth analysis of current and emerging trends in your industry, supported by the PESTEL framework.

Task 3: Industry Size and Unique Selling Proposition

• Activities:
• Analyse the industry size, growth rate and sustainability factors to assess the potential for your business idea.
• Identify and articulate the Unique Selling Propositions (USPs) that differentiate your business from competitors.
• Outcome: A detailed analysis of the industry size and growth prospects, along with a clearly defined USP.

Task 4: Nature of Participants

• Activities:
• Perform a competitor analysis using the SWOT framework to assess the strengths, weaknesses, opportunities, and threats posed by key competitors.
• Identify the key suppliers and distributors that are critical to the industry’s value chain.
• Outcome: A comprehensive competitor analysis and an evaluation of the key suppliers and distributors in the industry.

Task 5: Market Segmentation & Target Market Selection

• Activities:
• Conduct market segmentation using demographic, psychographic, geographic, or behavioural criteria.
• Select appropriate target markets based on your segmentation analysis.
• Develop detailed buyer personas to represent the key characteristics and motivations of your target audience.
• Outcome: A refined understanding of the market, including segmentation, target market selection, and buyer personas.

Appendix: References

Marking Scheme

7BUS2040 STRATEGIC MARKETING AND ENTREPRENEURSHIP

Weighting

Presentation of the document & Structure

-       Follows report structure and adheres to the word limit of 3000 words (+/- 10%).

-       Presents the assignment in the correct format and in a coherent way.

-       Writes in clear, concise English, free from spelling, grammar, and punctuation errors.

-       Writes in the third person, free from personal bias or opinion.

10%

Intellectual Curiosity

-       Uses appropriate sources focused on aspects of marketing across cultures.

-       Uses a minimum of 10 sources for the report.

-       Follows Harvard style (Cite Them Right version) for in-text citations and the Reference list.

-       Uses various sources (e.g., industry reports, books, and academic papers).

20%

Content - Academic and Secondary Source Research Findings

-       Extent to which the range of module topics has been covered.

-       Fully addresses the assignment questions.

-       Demonstrates understanding through thorough and appropriate research.

20%

Business Application

-       Demonstrates a detailed ideation process that is evidenced and supported by market research.

-       Indicates the process of innovation and business model development to create new ventures, products, and services in response to business opportunities, sustainability, and scalability.

20%

Discussion/Analysis/Critical Evaluation:

-       Development of a discussion that takes account of the assignment brief and presents well-supported analysis and evaluation of the problem with a clear solution.

-       Evaluates data, theory, and literature.

-       Supports assertions with evidence.

-       Builds a logical, convincing, and evidenced argument.

-       Appropriate use of models and frameworks.

20%

Teamwork/ Group contract/ Log/ Wiki

-       Evidence of preparation, team building, team cooperation, communication, contribution, and participation.

-       Demonstrates cohesive preparation, communication, team cooperation, contribution, and participation.

10%

Total

100%

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 Them Right

·       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.

Student Support and Guidance

• Contact *This Text is Removed by Studyfull for Privacy & Security Purposes* 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 hereLinks to an external site..
• Ask Herts information on the use of artificial intelligence tools https://ask.herts.ac.uk/ai-toolsLinks to an external site..
• For further help on module content and assignment details, contact your Module Leader in his or her  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 Links to an external site..  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 *This Text is Removed by Studyfull for Privacy & Security Purposes* 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 make changes to your assignment, contact *This Text is Removed by Studyfull for Privacy & Security Purposes*.

·       Use the Online LibraryLinks to an external site. to access quality business information resources:

o   Library SearchLinks to an external site. will help you find books, journal articles and more.

o   Use the Subject Toolkit for BusinessLinks to an external site. 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.

The relevant HBS Grading Criteria (Rubric) for your assignment should be added as a table immediately below the assignment description. If you are unable to find the Grading Criteria (Rubric), please contact your Module Leader.