The purpose of this document is to provide you with the details of the assessment strategy that will be used to validate your skill levels as you engage with the course material.
On successful completion of this module the learner will be able to:
| LO1 | Explain the theories underpinning marketing and how these are applied in practice. |
|---|---|
| LO2 | Relate marketing theory in both management and consumer contexts. |
| LO3 | Analyse and suggest solutions to marketing problems and issues. |
| Assessment | Learning Outcomes | Weight |
| Marketing Report + Presentation | 1, 2, 3 | 50% |
Marketing out of 100 (Weighting 30%) for REPORT
Due date 24.11.25 12 noon
Write a marketing report on a BRAND (Product or service) of your choice.
to include:
The TU Dublin Style Guide should be used to reference this project.
Do not reference using footnotes.
Plagiarism is a severe offence, results in a zero mark for the assessment in question, and may result in disciplinary action. Please ensure to familiarise yourself with the University policy on plagiarism via the following link:
Plagiarism – Referencing and Plagiarism – LibGuides at Technological University of Dublin – Library
Marking Rubric Report 100 marks weighted 30% (GUIDELINE WORD COUNT)
| Section | Detail | Weight |
| Introduction | The introduction provides a clear background history of the brand, mentioning if relevant the owning company. A discussion of their industry and information on current status should be included. | 10marks 400 |
| Industry (PESTLE) Analysis | PESTLE Analysis of the industry 2-3 bullet points for each section, however they should be timely and relevant to current/ future strategy for the brand. Examples of business practices in major companies, case studies etc. can be used to further strengthen your argument | 20marks 600 |
| Competitor Analysis | Identify and discuss a minimum of 2 competitors in the industry and give examples of how they may pose a possible threat to your brand? | 10marks 400 |
| Customer Analysis | A description of their Target Market (12 marks) -Geographic/ Psychographic/ Demographic/ Behavioural Provide a customer Persona Template (8 marks) | 20marks 600 + TEMPLATE |
| Marketing Mix | A brief discussion of the brands current issues in product/ price/ place / promotion (plus the extra 3 p’s if relevant) Use theory where appropriate to reinforce discussion. | 20marks 800 +/- |
| Recommendations and Conclusion | Discuss two specific Marketing Mix recommendations you would make, based on your analysis Marks will be awarded in respect of content, clarity of expression, argument, synthesis, and analysis of previous research to support your arguments. | 10marks 200 |
| Academic Presentation and Coherence | Quality and clarity of written expression, use of language, academic conventions, layout, design and final presentation of written submission. All sources must be appropriately referenced. | 10marks |
| TOTAL | 100 |
· REMEMBER: Research AND referencing are critical parts of this assessment.
| Metric | Indicators | |
| Presentation Structure | · Visual effectiveness of material · Originality of presentation slides · Agenda clearly outlined · Logical flow of information · Compliance with Guidelines on Written Work (cover page, plagiarism declaration form, font size / style / report headings, numbering, etc….) · Spelling & grammar · Introduction · Conclusion | 50marks |
| · Presentation Headings & subheadings · Organisation of material, clearly laid out, well-structured and argued. | ||
| Presentation Research / Content | · Depth of knowledge & focus · Fulfilment of Brief · Use of credible material and academic literature to demonstrate research & understanding of key topics. · Application of material to the relevant question | 30marks |
| Presentation Referencing | · Referencing – compliance with Referencing guidelines (in-text & reference list) · Adequate number of appropriate references used for each supporting argument. | 20marks |
| Total | /100 | |
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