Faculty of Business and Law

Department of Business & Management

ACADEMIC YEAR 2018/19

ASSESSMENT BRIEF

Module Code: UMKDFG-15- M

Module Title: Customer and International Market Analysis
Submission Deadline: Component A: Week 9 –17th July 2020 as notified on Moodle
Component B: 10th August 2020 as notified on Moodle
Assessment Component Component A: Group Presentation
Component B: Individual Feasibility Report
Assessment Weighting: Component A 40%
Component B 60%

Assessment Instructions
This module has two assessment components:

Component A (40%)

Component A is a group presentation activity (3-6 members) in which students

undertake a critical review of the market audit and strategic analysis process utilising their
experience of conducting a market audit and analysis on a product of their choice. The
group presentation will include a Powerpoint presentation and will be delivered in class.

By the end of your second Customer and International Market Analysis class you will be
expected to have completed the following: -

1. Draw up a contract that lists the group members and contains full contact
details, this is important as the contract is the formal record of who is in
your group. You will find a skeleton outline of a ‘Group Contract’ in
Appendix A of this document and on Blackboard.
2. Set out an agreed process and timetable of work, together with penalties
and agreed actions if a member should not fulfil their part of the agreement.
If problems develop within the group it is important that you discuss these
with the module team as soon as possible. At the end the group should fill
in a ‘Peer review Form’ as in Appendix B. One member of the group should
be responsible for uploading the slides to Moodle.
3. Decide upon an organisation/brand that will be the focus of your individual
Assessment B task and get approval from the module leader that this is a
suitable organisation/brand on which to base your work. See Appendix C
for requesting and recording organisation/brand approval. (Please note
your task for Assessment A is to critically review the Market Audit and
Strategic Analysis Process and in order to do this you need to have
experience of conducting an audit and analysis on a specific
organisation/brand).

It is expected that work on the module assessments will be completed by the students
outside scheduled class time.
In your groups you are expected to prepare a critical appraisal of the role and use of a
market audit and strategic analysis as a basis for developing a market feasibility study,
market strategy or marketing plan. Your appraisal should include:-

 An account of alternative options in conducting a market audit and strategic

analysis.
 A critical evaluation of different market audit and strategic analysis
approaches.
 A critical discussion, using examples, of the benefits and constraints of
conducting a market audit and analysis as the basis for strategic marketing
decisions.

From your analysis develop an online presentation. All members of the group should
contribute to the development of the presentation and be included in the in class
presentation

The presentation should be a maximum of 20 minutes and include a maximum of 15

Powerpoint slides.

Component B (60%)

Component B is an individual feasibility study that utilises the market audit and
strategic analysis undertaken for Assessment Component A. Assessment B requires you
to continue with your review of your chosen organisation/brand and in conjunction with the
market audit and strategic analysis assess the feasibility of proposed decisions. This will
require you to have completed a market analysis and identified proposed marketing
decisions. You are required to present a feasibility report that identifies whether the
proposed decisions are desirable. The feasibility should consider both the positive and
negative aspects of potential business scenarios that will assist you in selecting a
marketing strategy. You are NOT required to write a marketing plan.

Working on your own, assume that you are employed by your chosen organisation/brand
and that you have been asked by the marketing team to write a feasibility study to support
their development of a marketing strategy and plan. For the purposes of this task you
should identify the proposed decisions that will shape your feasibility study.

Your feasibility report should include:-

 A market analysis report on your chosen organisation/brand (including marketing

environment analysis, competition, market potential, buyer requirements etc.).
 A review of market selection, targeting and positioning and key marketing
decisions.
 The identification of proposed decisions and the feasibility of these decisions from
market, customer and economic perspectives.
 Identification of the desirability of the proposed decisions and key
recommendations to the marketing strategy team.

You report should adopt a formal structure, refer to key academic concepts and theories
and utilise current market data. Your work should be referenced using UWE Harvard
Referencing.

In order to pass this module you need to achieve an average of 50% across the two
assessment components AND achieve no less than 40% in either of the assessment
components. Marks are recorded as percentages (a mark out of 100) and follow the usual
conventions of rounding up and down.

Upon completion of the two assessment components students will have demonstrated
their ability to:-

 as a group:-
o develop a critical analysis of the content, application and value of
conducting a market audit and strategic analysis.
o produce and deliver a presentation that demonstrates a cohesive group
approach to the assessment task and the utilisation of a range of media
and IT.
 individually produce a business report that:-
o evaluates a market of the student’s choice utilising suitable academic
market audit models and approaches
o critically presents and compares the pro’s and con’s of alternative market
strategies and plans for the selected market.
o supports the feasibility study with market data and academic theories.
o is of a professional standard and referenced correctly using the UWE
Harvard Referencing system.

Marking Criteria

ASSESSMENT CRITERIA FOR THE MARKET AUDIT - (COMPONENT A)

Your work will be assessed on your ability to:

1. Show a clear and insightful understanding of the challenges of undertaking a

market audit and strategic analysis (10%)
2. Critically assess and evaluate alternative choices in overcoming these challenges
(30%).
3. Demonstrate a detailed understanding of the strategic value of conducting a
market audit and strategic analysis and critically discuss possible constraints and
limitations (20%).
4. Use and reference current market information in combination with appropriate
theoretical frameworks as a basis of the analytical process throughout (20%).
5. Work effectively in a group scenario and contribute to a group presentation using
varied media and a range of skills (20%).

ASSESSMENT CRITERIA FOR THE INDIVIDUAL BUSINESS REPORT (COMPONENT

B)

Your work will be assessed on your ability to:

1. Present a strategic market analysis of your selected organisation/brand(20%).

2. Identify and substantiate key target markets and marketing decisions (20%).
3. Rigorously defend the feasibility of the proposed decisions from market, customer
and economic perspectives and make recommendations to the marketing strategy
team (30%).
4. Use referenced, current market information in combination with appropriate
theoretical frameworks throughout your analysis(20%).
5. Present your work clearly and creatively as a formal business report, referenced
 using UWE Harvard as appropriate (10%).

M level marking guidelines

Fail 0 - 49%

 Student appears to lack clear idea of what the question requires in terms of an
appropriate answer at Master’s level.
 Unable to identify and apply relevant academic behavioural material.
 Only limited and fairly descriptive pieces from the literature, no evidence of wider
reading.
 Lacking specific evidence that the student has been studying the module in any
depth.
 Characterised by vague generalisations rather than substantiation of points made
and precision of expression.
 Poor argument – difficult to follow, limited or absent reasoning, important
connections are not made. Poor presentation and use of language.
 Errors in referencing and citation.

Pass 50% - 59%

 Some references to relevant theories and concepts, and demonstrates the ability
to link theory to practice.
 Reasonably coherent and sustained flow of argument
 Evidence of understanding, comprehension and analysis, though may lack a
critical approach.
 Most substantive points are supported by appropriate evidence: avoids
generalisations.
 Presents an argument or line of reasoning that integrates evidence and key
concepts.
 Reasonably good communication skills and precision of expression.
 References and citations used in accordance with UWE Harvard Referencing
system.

Merit 60% - 69%

 Comprehensive references to and applications of relevant theories and concepts.

 Evidence of capacity for seeing the links between theories and critical evaluation of
material.
 Some evidence of a broad understanding of the ‘bigger picture’ and the context in
which the question is set.
 Very coherent and sustained flow of argument demonstrating a strong
understanding of key issues and presentation of sound conclusions.
 Evidence of reading beyond presented materials and shows discernment in
selection of referenced materials.
 Good presentation and use of language and work supported throughout by
relevant evidence correctly referenced and cited using UWE Harvard Referencing
system.
Distinction 70%+

 All the requirements of the Merit grade.

 Strong demonstration of the higher levels skills of analysis, synthesis and
evaluation plus originality and creativity.
 Considerable evidence of understanding the ‘bigger picture’ and the context in
which the question is set as well as wider reading.
 Development and defence of academically rigorous arguments.
 Excellent presentation and use of language.

********* IMPORTANT *********

Plagiarism, collusion and non-compliance with assessment regulations are offences under
University regulations and where suspected, will be investigated under official procedures.
Penalties vary depending on the severity of the offence but can include expulsion from the
University. Students should note that a sample of submitted assignments will be put
through plagiarism checking software.

Appropriate citation of source documents is essential when presenting written work and it
is crucial that you quote the books, journals, websites etc that you used whilst researching
your work. Information about referencing is available from the Faculty Librarian or the
library web pages at www.uwe.ac.uk/library/resources/general/info_study_skills/refs.htm .
Detailed guidance on referencing is also provided in the module handbook.

For further information please see UWE Assessment Offence Guidelines for Students.

Format

All work should be word processed. Ensure that you submit your work in a .doc or .docx
format or a .pdf document for scanned documents or a .ppt format for presentation slides.
If we cannot open your work it will NOT be marked.

Please ensure that you provide the following details on the first page of your coursework:
 Student Number
 Module Name and Number
 Title
 Word Count (where applicable)

Word Limit

THE MARKET AUDIT - (COMPONENT A)

The presentation should last a maximum of 20 minutes and should include a maximum of
15 Powerpoint (or equivalent) slides. The final slide should be a list of the references used
within the presentation.

THE INDIVIDUAL BUSINESS REPORT (COMPONENT B)

The report should not exceed 2500 words and should be structured in an
appropriately formal business style. If a report exceeds 2500 words, marks will not be
awarded for the portion that exceeds the limit. Marks are awarded for presentation,
spelling, grammar and the appropriate use of business terminology. You are expected to
present the proposal to a professional standard in report format. Where you refer to
sources of market information or academic theory you should use the UWE Harvard
Referencing system. Please note that the word limit relates to all text in tables, figures
and diagrams. It does not include title pages, tables of contents, abstracts/executive
summaries, appendices and reference/bibliography sections. Work placed in appendices
should be supporting evidence only and will not make a contribution to the marks
awarded.

You can view the UWE word count policy here: http://www1.uwe.ac.uk/aboutus/policies

Referencing:

Please ensure you adhere to the principles of good academic practice and ensure you use
the UWE Harvard system to reference your work. Failure to properly reference your work
to original source material can be grounds for the assessment offence of plagiarism and
may result in failure of the assessment or have more serious implications.

For further guidance on correct referencing go to:

http://www1.uwe.ac.uk/students/studysupport/studyskills/referencing.aspx

Details of what constitutes plagiarism and how to avoid it can be found here:
http://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/
plagiarism.aspx

For general guidance on how to avoid assessment offences see:

http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentoffences.aspx

Instructions for submission

Submission of Component A: Group Submission via Moodle of the PowerPoint

presentation and supporting documentation. Plus in-class presentation.

Supporting documentation should include a file that includes:

 A copy of the Group Contract Form showing all contributors’ student
numbers.
 A copy of the Peer Review Form signed by all group members
 A list of references used
Plus
 A PowerPoint file of the presentation slides

Additional information not covered by the above headings will not be marked. Please
make sure that all files are uploaded to Moodle when you make your final submission.

Submission of Component B: online via Moodle

You should submit your individual report electronically via Moodle. Please give yourself
plenty of time to upload your document and receive your receipt.
Documents should be uploaded in a .doc or .docx format. If we cannot open your
file we will not be able to mark it and you will not be given any marks for the
assessment. Be careful about using too many graphs, charts, pictures or images in
your submission as these can make the file difficult to open and may lead to
problems with formatting.

Your document should:

 Address the assessment task
 Be in a report format
 Not have your name on the front cover/page.
 Have a title and word count on the front cover/page.

General points on Moodle submission:

You must submit your assignment before the stated deadline by electronic submission
through Moodle. Notification that the electronic submission portal is open for your
assignment is displayed (usually two weeks before the submission date).

Please ensure you allow sufficient time to upload your presentation or report, noting
that the system becomes busier and slower as the deadline approaches. Only your final
upload will be counted. Ensure all your information is submitted at one attempt to avoid
‘overwriting’ your intended submission. Always check and retain your receipts.

Late submission in the 24 hours following the deadline will be accepted but the
assignment mark will be capped. Submissions after 24 hours will not be accepted. For full
guidance on online submission through Blackboard, see:

http://info.uwe.ac.uk/online/Blackboard/students/guides/assignments/default.asp

Submissions of coursework by any other method (including a paper copy, on disc, by

email or by fax) are NOT permissible for this module unless specifically agreed in advance
of the submission date.

Before submitting your work, please ensure the following:

 That you have proof read you work thoroughly to ensure your work is presented
appropriately
 That you have addressed all the required elements of the assessment
 That you have referenced in accordance with the guidance provided
 That you have addressed each of the marking criterion
 That the submission is in the correct format

Feedback
Students will normally receive marks and feedback on their submission within 20 working days of
the submission deadline (not including any public holidays or university closure days). Any delay in
returning students’ work will be communicated by the module leader via Blackboard.
Please note feedback can take many forms and can be summative (provided for work completed)
or formative (provided for on-going work or activities). Feedback on this module is not limited to the
written comments you will receive on individual written assessment submissions .
For further guidance on feedback, please refer to the module handbook.

Further Guidance
Guidance on study skills: http://www1.uwe.ac.uk/students/studysupport/studyskills.aspx

Support from the FBL Academic Success Centre (2B076):

http://www1.uwe.ac.uk/bl/bbs/aboutus/studentexperience/academicsupportcentre.aspx

Guidance on UWE assessment regulations and terminology:

http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentsguide.aspx

Guidance on using the library: http://www1.uwe.ac.uk/library/usingthelibrary.aspx

Personal Difficulties Affecting Your Ability to Engage with, or Complete, Assessed

Work
 
If you are experiencing difficulties in completing a piece of assessment on time due to unexpected
circumstances (for example illness, accident, bereavement), you should seek advice from a
Student Support Adviser at the earliest opportunity. Please note the module leader cannot grant
extensions.
 
The Student Support Adviser will advise as to your options, how to proceed, and what evidence is
required to support the application.
 
Further details can be found here:
http://www1.uwe.ac.uk/students/academicadvice/additionalassessmentsupport.aspx
 Appendix A Group Contract Form

Customer and International Market Analysis

MBA
Assessment Component A – Group Presentation

Group Name:

Group Members:

Name Email Phone No. (optional)

Group Member Responsible for Submitting Assessment A to

Blackboard:

Name Email Phone No. (optional)

Terms of the Contract

A. I agree to attend lectures on a regular basis.

B. In the result that I am unable to attend class, I will make it my personal

responsibility to get any and all notes from my group.

C. Under any and all circumstances, I will get what work I am allotted to do,
completed and returned on time.

D. If I am sick and unable to attend a session or meeting, I will call my group

members to make other arrangements.

E. The time and place (including online meetings) of group meetings shall be
agreed upon unanimously within our group.
F. I will be in attendance and prompt for each and every group meeting and
will arrive prepared and ready to participate.

G. Should an emergency arise that prevents me from attending a group

meeting, I will notify my group members immediately.

H. I will do my share of the group work, there will never be an occasion where
one group member does all of the work nor will there be a time when a group
member does none of the work.

I. Each member’s contribution should have equal value to this project. The
group will agree and allot a set of tasks required to produce the assessment
article. In situations where disagreement occurs, a vote will be taken and I
agree to abide by the majority decision.

J. I will do everything in my capabilities to support my fellow group members

in their efforts to successfully complete this assessment.

K. If I do not understand a concept or requirement of the assessment, I will

not hesitate to ask my fellow group members for help. Conversely, I will not
refuse help to a group member who asks for it.

L. I will communicate with my fellow group members about any concerns I

have about our group work.

M. I will be an active member of this group in all aspects. I will constantly

review the group progress and the work in progress to identify where
improvements may be made.

I certify that I have thoroughly read this contract and that I will abide by it. I
am signing this contract at my own free will, and understand that breach of
contract will result in verbal reprimand on the first two instances, followed by
immediate dismissal on the third instance. This contract is subject to be
amended pending a unanimous vote within the group.

Signed/dated:

1.

2.

3.

4.

5.
 Appendix B: Peer Review Form

Customer and International Market Analysis

MBA
Assessment Component A – Group Presentation

When completing the form, consider group member contributions to the whole
assignment, not just the final output.
Section A should be completed - by ticking the box - when all members of the group
have contributed equally to the assignment.
Section B should be completed when members of the group have not all contributed
equally to the assignment. It is important that all members of the group sign Section
B, to indicate agreement.

Section A
All members of the group contributed equally to the assignment

Section B
Members of the group did not contribute equally to the assignment .

In the table below, please allocate 100 points amongst group members. The
allocation of points should reflect relative contributions to the assignment. All group
members must then sign their names in the space provided, to indicate their
agreement with the marks allocated.

Student Name / Number Weighting/ Allocation Student Signature

of points
1.
2.
3.
4.
5.

TOTAL = 100
Please note that not allocating marks equally will have a significant impact upon the
marks awarded to each individual in the group. The formula used for mark allocation
is as follows:

Individual Weighting from Peer Review Form X Assessment Mark

Highest Weighting within the Group

E.g. Where a group decides to award assessment weighting points unequally and
their assessment was marked at 54% individual marks would be allocated as follows;

Student Name / Weighting/ Allocation Mark Allocated to

Number of points each student
W 20 27%
X 30 41%
Y 10 14%
Z 40 54%

TOTAL = 100
 Appendix C: Approval Request re. Organisation/brand
for Individual Assessment B

Customer and International Market Analysis

MBA
Assessment Component B – Individual Feasibility Study

Date:

Student Name:

Student Number:

Brief reason for

organisation/brand
selection:

Proposed organisation/brand approved: Yes

No

Signed (module leader)....................................................................