CAM Diploma
120 – Marketing and Consumer Behaviour
Assignment Brief and Mark Scheme
June 2015
Candidates must answer ALL tasks. Task 1 is worth 20%, Tasks 2 and 5 are
each worth 10% and Tasks 3 and 4 are each worth 30% of the marks.
CAM Regulations
All CAM qualifications are awarded by the CIM Awarding Body and
CIM policies and regulations apply to all CAM candidates and
Accredited Study Centres.
Candidates must ensure that they are CAM studying members and
have registered for this assignment by the required CAM/CIM
deadline. Once booked, if candidates later find that they are unable
to submit to the June 2015 session they will need to book and pay
again to submit to the September 2015 session. Fees are not
transferable between sessions and extensions to the published
deadline dates will only be considered on medical grounds.
If an assignment is received from a candidate who has not booked
by the above closing date, the relevant assignment entry fee will be
raised along with a £100 late entry fee.
Candidate
Declaration
Candidates must adhere to the CAM/CIM policies and guidance
notes relating to word count, plagiarism and collusion when
compiling this assignment and include the following declaration
statement on the front cover of the assignment:
‘I confirm that in forwarding this assignment for marking,
I understand and have applied the CAM/CIM policies relating to
word count, plagiarism and collusion for all tasks. This assignment
is the result of my own independent work except where otherwise
stated. Other sources are acknowledged in the body of the text, a
bibliography has been appended and Harvard referencing has
been used. I have not shared my work with other candidates.
I further confirm that I have submitted an electronic copy of this
assignment to CIM in accordance with the regulations.’
© CAM Foundation 2014
Guidance notes for candidates
These guidance notes refer to all CIM and CAM assignment briefs.
Assignment regulations
Candidates must complete the assignment brief published by The Chartered Institute of Marketing
(CIM) for the relevant academic session. Candidates are able to ask for advice from tutors regarding
the brief, the marking scheme and grade descriptors. Candidates and tutors should also understand
and apply CIM policies relating to assignments, including word count, plagiarism and collusion; these
are available on the CIM Learning Zone (www.cimlearningzone.co.uk). Each assignment must be
completed individually.
Context
Candidates must refer to the guidance notes in each specific assignment brief.
Confidentiality
Candidates using organisational information dealing with sensitive/confidential material or issues,
must seek advice and permission from the organisation about its inclusion in an assignment. Where
confidentiality is an issue, candidates are advised to anonymise their assignment so that it cannot be
attributed to a particular organisation.
When submitting assignments to CIM, candidates who do not allow CIM permission to use
their work for any other purpose may choose to opt out by ticking the box on the
assignment/project front sheet.
All CIM examiners sign a confidentiality agreement and cannot mark any assignment where there is a
declared conflict of interest.
All assignments are stored securely and are shredded confidentially after 12 months.
Assignment criteria and mark schemes
The assignment brief includes the assessment criteria and mark scheme, together with guidance
notes. The guidance notes indicate the types of information and the format required. It is important
that, when assignments are issued, discussions take place between candidates and tutors to clarify
understanding of the assignment brief.
Assessment criteria and mark schemes are included so that candidates can see where marks will be
allocated and are able to structure their assignment accordingly. CIM reserves the right to amend the
assessment criteria and mark schemes where appropriate.
Grade descriptors
Grade descriptors, used by examiners as part of the marking process, comprise the following
elements:




evaluation
application
concept
presentation.
The weightings of these elements are used to inform grades within a level and differentiate between
levels. To maximise marks, candidates need to consider the weighting of the four elements at the
relevant level.
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Relative weightings
Concept
Application
Evaluation
Presentation
Introductory Certificate
in Marketing
45%
30%
15%
10%
Professional Certificate
in Marketing
40%
30%
20%
10%
Professional Diploma in
Marketing
30%
30%
30%
10%
Chartered Postgraduate
Diploma in Marketing
15%
30%
45%
10%
CAM Diplomas
40%
30%
20%
10%
Tutor guidance to candidates
Candidates are able to ask their tutors to give feedback on ONE draft of an assignment and/or answer
specific subject-related questions referring to the assignment. Feedback given will be focused around
the mark scheme requirements, guidance notes, how the submission relates to the grade descriptors
in relation to candidates’ chosen organisation.
As tutors are not part of the official CIM marking process, they are not in a position to indicate
possible grades through verbal feedback. Candidates can only ask tutors for verbal feedback on their
completed assignments. Tutors cannot review completed assignments and return these to candidates
with suggested changes in writing. Evidence of an Accredited Study Centre doing this will result in
assignments being sent back unmarked.
Word count policy
The total number of words used for the whole assignment must be indicated on the front cover. Pages
must be numbered for ease of reference.
Candidates must comply with the recommended word count, within a margin of -/+10%. For some
tasks a specified number of pages is given as an alternative to the word count.
Areas included in the word count are as follows (unless otherwise specified in the individual
assignment brief):






tables
charts
diagrams
graphs
references (information such as specific quotations, author information)
headings
Areas excluded from the word count are:




contents (if used)
executive summary (if required or used – please refer to specific brief requirements)
bibliography
appendices.
Therefore, if candidates use tables to present their answer in the main body of the text, the words
used (or where appropriate, the number of pages) will be counted and the rules relating to word count
or number of pages will apply.
Page 3
When a task requires candidates to produce presentation slides, with speaker notes, the word count
applies to the speaker notes only. Where a task requires candidates to work to a specific format
candidates must refer to the specific brief’s guidance notes.
Where candidates’ work has contravened the word count policy it will be reviewed by the Senior
Examiner and the CIM Reasonable Adjustment, Malpractice and Irregularities Committee before a
final decision is made on whether the assignment will be assessed.
It is important that candidates adhere to the word count policy, as assignments that exceed
the recommended word count, or number of pages, may be declared null and void and the
candidate will be asked to complete and submit a new assignment.
Presentation
Candidates should present their work professionally, using tables and diagrams to support and/or
illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be
included in either the appendix or the main body of the text. If tables are included as appendices, the
findings must be summarised or referenced within the main body of the text for marks to be awarded.
Text must be 11 point, and tables, diagrams and charts must be no smaller than 9 point. The font size
must be legible and not compressed. Preferred fonts include: either Arial, Calibri or Times Roman.
At the top of each page (in the header) candidates must insert the unit name and their membership
number (9 point) and at the bottom of each page (in the footer) insert page numbers (9 point).
Candidates must not include their name in any part of the assignment.
Guidance on inserting presentation slides into Word documents is available on the CIM Learning
Zone.
Appendices
Appendices should only be included where necessary and should be used to accommodate tables
and diagrams to support/illustrate the main body of the text. No marks are awarded for work included
in the appendices, and these should not be used as alternative locations for work that should appear
in the main text. Appendices should not include published secondary information, such as annual
reports or company literature.
Referencing and professionalism
A professional approach to work is expected. Candidates must:



identify and acknowledge ALL sources/methodologies/applications used
use the Harvard referencing system (notes on Harvard are on the CIM Learning Zone website)
express work in plain business English. Marks are not awarded for use of English, but a good
standard of English will help candidates to express their understanding more effectively.
All work that candidates submit as part of the CIM requirements must be expressed in their own
words and incorporate their own judgements. Direct quotations from the published or unpublished
work of others, including that of tutors or employers, must be appropriately referenced. Authors of
images used in reports and audio-visual presentations must be acknowledged.
Plagiarism and collusion
Academic offences, including plagiarism and collusion, are treated seriously. Plagiarism involves
presenting work, excerpts, ideas or passages of another author without appropriate referencing and
attribution. Collusion occurs when two or more candidates submit work which is so alike in ideas,
content, wording and/or structure that the similarity goes beyond what might have been mere
coincidence. Plagiarism and collusion are serious offences and any candidates found to be sharing
their own work, copying another candidate’s work, quoting work from another source without
Page 4
recognising and disclosing that source, or using agencies that provide assignment writing services will
be penalised and their assignment may be declared null and void.
It is a candidate’s responsibility to understand what constitutes an academic offence, and, in
particular, what plagiarism and collusion are and how to avoid them. Useful guidance materials
and supporting CIM policies are available on the CIM Learning Zone.
In submitting each assignment, candidates need to complete the CIM declaration statement. In doing
this the candidate is confirming that all the work submitted is their own and does not contravene CIM
policies, including those on word count, plagiarism and collusion. Tutors sign the Listing of
Candidates form, confirming that to the best of their knowledge the work submitted is the candidate’s
own. If a tutor has concerns about the authenticity of a candidate’s submission, it is highlighted on this
form. CIM reserves the right to return assignments if the necessary declaration statements have not
been completed.
A candidate believed to be involved in plagiarism and/or collusion for one or more tasks will have their
work reviewed and processed through plagiarism detection software. A candidate found to be in
breach of these regulations may be subject to one or more of the following: disqualification from
membership; refused award of unit or qualification; disqualification from other CIM
assignments/qualifications; refused the right to retake units/qualifications.
Where a candidate has breached CIM regulations, the candidate and the Accredited Study Centre will
be informed of the outcome.
Submission of assignments
Candidates are responsible for submitting a hard copy AND an electronic copy of the assignment to
their Accredited Study Centre by the given deadline. Candidates must complete all CIM paperwork to
accompany the assignment. CIM will not accept or mark an assignment that is sent to CIM by an
individual candidate.
A candidate’s Accredited Study Centre is responsible for ensuring the assignment is submitted to CIM
by the required CIM deadline.
It is CIM’s policy to mark the hard copy assignments only. The electronic copy is required for validity
checks and will not be accepted by CIM as a substitute for the hard copy.
Hard copy instructions
The assignment must be held together by a treasury tag in the top left hand corner, but not bound or
put in a wallet of any kind.
Electronic copy instructions
Candidates must submit an electronic copy of their assignment to their Accredited Study Centre,
according to the following guidelines:



candidates can only submit ONE file per unit to their Accredited Study Centre
file types that are acceptable are: .doc .docm .docx .rtf .pdf
the maximum file size per submission is 4mb; candidates should make every effort to reduce the
size of the file submitted.
Candidates’ Accredited Study Centres are responsible for submitting an electronic copy of each
candidate’s assignment to CIM.
Final grades
Final grades will be sent to candidates within three months of the CIM deadline.
Page 5
Assignment deadlines
CIM has strict deadlines for Accredited Study Centres.
In order to submit to this session, candidates must register by the deadline.
Candidates must submit the assignment by their Accredited Study Centre’s deadline, which will be
different to CIM’s deadline. It is the candidate’s responsibility to contact the tutor for the submission
deadline.
A candidate’s Accredited Study Centre must submit the assignment and accompanying paperwork to
be received by CIM no later than the CIM deadline.
CIM deadline dates are available on the Learning Zone.
Page 6
MARKETING AND CONSUMER BEHAVIOUR
ANSWER ALL TASKS
Task 1
Marketing principles
One of the roles of marketing within an organisation is to provide the function of
communicating with the customer and developing activities to engage with them.
As a Marketing Assistant for your own organisation, or a suitable organisation of your
choice, you have been asked to produce a report which will be distributed to the whole
organisation.
The aim of the report is to give the organisation a better understanding of the importance of
protecting the company brand and to identify the elements of a marketing plan.
Produce a report that:

describes how marketing is considered in relation to the exchange process, and how it
aids the creation of customer value

explains the concept and importance of branding to the organisation in:
o
o
o

building customer loyalty
building a brand
maintaining a brand
identifies and briefly describes each element of a marketing plan.
Word count: 1,200 words maximum
Appendix

Provide a brief background to the chosen organisation, its customer base and its
product(s)/service(s) offered (two sides of A4 maximum).
Page 7
Task 1
Marketing principles
ASSESSMENT CRITERIA AND MARK SCHEME
Marks
Available
Assessment Criteria
Description of how marketing is considered in
relation to the exchange process, and how it
aids the creation of customer value
4
Explanation of the concept and importance of
branding to the organisation in:
o
o
o
9
building customer loyalty
building a brand
maintaining a brand
Identification and brief description of each
element of a marketing plan
5
Format and presentation

Relevance to the tasks

Use of supporting concepts and frameworks

Professional tone and required format

Harvard Referencing
2
Total Mark
20
Marked by
PRINT NAME
Date
Senior Examiner
PRINT NAME
Date
Page 8
CIM
Examiner’s
Mark
CIM
Moderated
Mark
Task 1
Marketing principles
Guidance notes
Candidates are required to produce a report looking at the importance of branding and the
marketing planning process.
The first part of the task requires candidates to describe how marketing helps the exchange
process and creates customer value.
The second part of the task requires the candidate to explain the importance of the role that
branding plays for the organisation in relation to the following:
o
o
o
building customer loyalty
building a brand
maintaining a brand.
The final part asks candidates to identify each element of the marketing plan and briefly
describe what is contained within each element.
Please refer to the Learning Zone for further information about report writing.
Page 9
Task 2
Research
As a Marketing Assistant for your own organisation, or a suitable organisation of your
choice, you have been asked by your Marketing Manager to produce a briefing paper that
identifies the key elements of the research process and research methods. The briefing
paper is to be distributed to key members of the marketing team.
Produce a briefing paper that:

explains the different methods by which secondary data can be obtained, and how it can
be used within the organisation

describes TWO quantitative research methods.
Word count: 600 words maximum
Appendix

Provide a brief background to the chosen organisation, its customer base and its
product(s)/service(s) offered, if not previously described (two sides of A4 maximum).
Page 10
Task 2
Research
ASSESSMENT CRITERIA AND MARK SCHEME
Marks
Available
Assessment Criteria
Explanation of the different methods by which
secondary data can be obtained, and how it
can be used within the organisation
5
Description of TWO quantitative research
methods
4
Format and presentation

Relevance to the tasks

Use of supporting concepts and frameworks

Professional tone and required format

Harvard Referencing
1
Total Mark
10
Marked by
PRINT NAME
Date
Senior Examiner
PRINT NAME
Date
Page 11
CIM
Examiner’s
Mark
CIM
Moderated
Mark
Task 2
Research
Guidance notes
This task is designed to test the candidates’ knowledge and understanding of research
methods within the marketing function.
The first part of the task requires candidates to consider a variety of secondary research
methods and explain how secondary data could be used effectively within the organisation.
The second part of the task asks candidates to describe TWO quantitative research
methods.
Please refer to the Learning Zone for further information about writing briefing papers.
Page 12
Task 3
Communication, advertising and media
Marketing communications have developed rapidly over the last few years. The senior
management team needs to gain a better understanding of the role of marketing
communications.
As a Marketing Assistant for your own organisation, or a suitable organisation of your
choice, you have been asked to prepare a report for the senior management team, to help
them develop a better understanding of marketing communications.
Produce a report that:

explains the purpose of marketing communications in the following situations:
o
o
o
o
acquiring new customers
launching new products
developing retention levels
encouraging customer loyalty

analyses, in the context of the organisation, the different methods available for
evaluating the success of its marketing communications activities, media and campaigns

evaluates the current methods available to the organisation for determining the
marketing communications budget.
Word count: 1,800 words maximum
Appendix

Provide a brief background to the chosen organisation, its customer base and its
product(s)/service(s) offered, if not previously described (two sides of A4 maximum).
Page 13
Task 3
Communication, advertising and media
ASSESSMENT CRITERIA AND MARK SCHEME
Marks
Available
Assessment Criteria
Explanation of the purpose of marketing
communications in the following situations:
o
o
o
o
acquiring new customers
launching new products
developing retention levels
encouraging customer loyalty
12
Analysis, in the context of the organisation, of
the different methods available for evaluating
the success of its marketing communications
activities, media and campaigns
7
Evaluation of the current methods available to
the organisation for determining the marketing
communications budget
8
Format and presentation

Relevance to the tasks

Use of supporting concepts and frameworks

Professional tone and required format

Harvard Referencing
3
Total Mark
30
Marked by
PRINT NAME
Date
Senior Examiner
PRINT NAME
Date
Page 14
CIM
Examiner’s
Mark
CIM
Moderated
Mark
Task 3
Communication, advertising and media
Guidance notes
The focus of this task is to test the candidates’ knowledge and understanding of aspects of
marketing communications.
The first part of the task requires candidates to explain the purpose of marketing
communications in a variety of situations:
o
o
o
o
acquiring new customers
launching new products
developing retention levels
encouraging customer loyalty.
The second part of the task requires candidates to analyse a variety of methods available to
the organisation for evaluating the success of marketing communications activities, media
and campaigns.
The final part of the task asks candidates to evaluate the different methods available to the
organisation for determining the size of the marketing communications budget.
Please refer to the Learning Zone for further information about report writing.
Page 15
Task 4
Consumer behaviour
The senior management team of your organisation is aware that there needs to be an
improved focus on understanding customer behaviour and how it can influence the activities
of the whole organisation. The marketing department has been tasked with the production of
a series of internal newsletters that outlines the organisations understanding of customer
behaviour.
As a Marketing Assistant for your own organisation, or a suitable organisation of your
choice, you have been asked to write an article for the first internal newsletter.
Produce an article that:

explains the difference between consumer buyer behaviour and organisational buyer
behaviour

describes the following concepts in relation to the consumer decision making process in
the context of the organisation:
o
o
o

assesses the importance of the following communications models in influencing the
effectiveness of marketing communications:
o
o
o

source credibility
involvement
perceived risk
learning hierarchy model (Gagne)
dissonance-attribution hierarchy model
word of mouth (WOM), opinion leaders and opinion formers
assesses the organisation's current internal communications, and evaluates their
success in:
o
o
o
creating good internal relationships
establishing good customer relationships
maintaining good customer relationships.
Word count: 1,800 words maximum
Appendix

Provide a brief background to the chosen organisation, its customer base and its
product(s)/service(s) offered, if not previously described (two sides of A4 maximum).
Page 16
Task 4
Consumer behaviour
ASSESSMENT CRITERIA AND MARK SCHEME
Marks
Available
Assessment Criteria
Explanation of the difference between
consumer buyer behaviour and organisational
buyer behaviour
2
Description of the following concepts in relation
to the consumer decision making process in the
context of the organisation:
6
o
o
o
source credibility
involvement
perceived risk
Assessment of the importance of the following
communications models in influencing the
effectiveness of marketing communications:
o
o
o
learning hierarchy model (Gagne)
dissonance-attribution hierarchy model
word of mouth (WOM), opinion leaders and
opinion formers
9
Assessment of the organisation's current
internal communications, and evaluation of their
success in:
9
o
o
o
creating good internal relationships
establishing good customer relationships
maintaining good customer relationships
Format and presentation

Relevance to the tasks

Use of supporting concepts and frameworks

Professional tone and required format

Harvard Referencing
4
Total Mark
30
Marked by
PRINT NAME
Date
Senior Examiner
PRINT NAME
Date
Page 17
CIM
Examiner’s
Mark
CIM
Moderated
Mark
Task 4
Consumer behaviour
Guidance notes
This task should be carried out for the candidate’s own organisation or, if there are any
issues with identifying and explaining consumer behaviour, they can choose another suitable
organisation, where they can access the information.
Candidates should answer this task using a three- or four-column newsletter format.
The first part of the task requires candidates to explain the difference between consumer
buyer behaviour and organisational buyer behaviour.
The second part of the task asks candidates to describe the role that the following concepts
play in the consumer decision making process within the context of the chosen organisation:
o
o
o
source credibility
involvement
perceived risk.
The third part asks candidates to assess the importance that the following communications
models have in influencing the effectiveness of marketing communications:
o
o
o
learning hierarchy model (Gagne)
dissonance-attribution hierarchy model
word of mouth (WOM), opinion leaders and opinion formers
The final part of the task requires candidates to assess the organisation’s current internal
communications, and evaluate their success in the following different situations:
o
o
o
creating good internal relationships
establishing good customer relationships
maintaining good customer relationships.
Please refer to the Learning Zone for further information about producing articles.
Page 18
Task 5
Channel behaviour
There are many approaches to communication that can be used within different marketing
channels to achieve marketing objectives.
As Marketing Assistant for your own organisation, or a suitable organisation of your choice,
you have been asked by your Marketing Manager to produce a short presentation of EIGHT
slides, with speaker notes, that:

explains the role that the organisation’s current marketing activity has in achieving the
following:
o
o

maintaining trust
reinforcing commitment
evaluates TWO digital communication tools that can be used to improve relationships
within the organisation's key marketing channels.
Word count for speaker notes: 600
Number of slides: eight maximum including one introductory slide, one summary slide and six content
slides
Appendix

Provide a brief background to the chosen organisation, its customer base and its
product(s)/service(s) offered, if not previously described (two sides of A4 maximum).
Page 19
Task 5
Channel behaviour
ASSESSMENT CRITERIA AND MARK SCHEME
Marks
Available
Assessment Criteria
Explanation of the role that the organisation’s
current marketing activity has in achieving the
following:
o
o
4
maintaining trust
reinforcing commitment
Evaluation of TWO digital communication tools
that can be used to improve relationships within
the organisation's key marketing channels
5
Format and presentation

Relevance to the tasks

Use of supporting concepts and frameworks

Professional tone and required format

Harvard Referencing
1
Total Mark
10
Marked by
PRINT NAME
Date
Senior Examiner
PRINT NAME
Date
Page 20
CIM
Examiner’s
Mark
CIM
Moderated
Mark
Task 5
Channel behaviour
Guidance notes
This final task asks candidates to consider channel behaviour within the organisation.
Candidates are required to produce an EIGHT slide presentation which is fit for a
professional business situation.
The first part of the task requires candidates to explain how their organisation’s current
marketing activity is able to maintain trust and reinforce commitment.
The final part of the task asks candidates to evaluate TWO digital communication tools that
can be used to improve relationships within the organisation's key marketing channels.
Candidates are not expected to actually deliver the presentation.
The presentation slides and speaker notes should be presented as individual slides, with
supporting speaker notes below, each on a portrait A4 page. This can usually be achieved
by referring to the ‘Print Layout’ and ‘Notes Pages’ menu, although this will vary depending
on the professional presentation software used.
Presentation slides should be developed with the audience in mind, and therefore the use of
jargon and slides containing a great deal of information should be avoided. Speaker notes
should be complete enough for the person who will be delivering the presentation to fully
understand what they need to say, but do not need to be a script.
Please note the difference between slides and speaker notes: the former should be concise,
and will only contain a few lines and may include visuals. The latter should clarify and
explain in words with much more detail.
The total number of slides is EIGHT maximum. Please note that the content of the
presentation requires SIX slides. The word count applies to the SIX content slides. The
additional two slides are to be used as an introductory slide and a summary slide.
Page 21
CAM Diplomas: Grade
Descriptors Level 4
Grade A
This grade is given for
work that meets all of
the assessment criteria
to secure at least 70%
and demonstrates a
candidate’s ability to:
Concept 40%
develop appropriate
research strategies for
secondary research
selectively identify valid and
relevant information from a
wide range of relevant
sources for the discipline
evidence comprehensive
knowledge and
understanding
constructively consider and
effectively analyse a wide
range of information for a
specified task
Application 30%
produce well-structured,
coherent and detailed
arguments in response to
a given brief, using
marketing terminology
fluently
evidence insight,
understanding and
application of key
principles
Evaluation 20%
draw valid conclusions
and make informed
recommendations
reflect and evaluate own
learning across module
and assess how this will
affect current and future
practice
Time Management
and Presentation
10%
plan, review and
complete work within
the specified
deadlines/time and
produce work of an
exceptional and
professional standard
of presentation, format
and tone
express ideas
persuasively, apply
appropriate terminology
and concepts accurately
apply a wide variety of
illustrative examples to
underpin concepts used
Grade B
This grade is given for
work that meets all of
the assessment criteria
to secure at least 60%
and demonstrates a
candidate’s ability to:
develop an appropriate
research strategy for
secondary research
identify valid and relevant
information from a suitable
range of relevant sources for
the discipline
evidence detailed
knowledge and
understanding
consider and analyse a
range of information for a
specified task
Grade C
This grade is given for
work that meets enough
of the assessment
criteria to secure at least
50% and demonstrates
a candidate’s ability to:
develop an appropriate
research strategy for
secondary research
identify relevant information
from a minimum number of
sources for the discipline
evidence a satisfactory level
of knowledge and
understanding
analyse a minimum number
of sources of information for
a specified task
Grade D
This grade is given for
borderline work that
does not meet enough
of the assessment
criteria to secure a pass
and is within the band
45-49%. This may be
due to:
an inability to develop an
appropriate research
strategy for secondary
research
insufficient sources of
information being used to
underpin research for the
discipline
repeating case material
rather than evidencing
knowledge
a lack of detail and
argument when analysing
information for a specified
task
produce logical arguments
in response to a given
brief, using marketing
terminology correctly
evidence sound
understanding and
application of key
principles
draw reliable
conclusions and make
sound recommendations
reflect and evaluate own
learning on aspects of
the module and assess
how this will affect
current and future
practice
plan, review and
complete work within
the specified
deadlines/time and
produce work to a high
standard of
presentation, format
and tone
express ideas clearly,
applying appropriate
terminology and concepts
accurately
apply a variety of
examples to illustrate
findings
produce arguments in
response to a given brief,
using sufficient marketing
terminology
evidence a basic
understanding and
application of key
principles
draw limited conclusions
and make some
recommendations
reflect and evaluate own
learning on aspects of
the module and assess
how this will affect future
practice
complete work within
the specified
deadlines/time and
produce work of an
acceptable
presentation, format
and tone
outline ideas and concepts
using appropriate
terminology
apply examples to support
findings
limited use of marketing
terminology
a lack of basic
understanding and
application of key
principles
insufficient use of
terminology and/or
incomplete grasp of key
concepts
limited use of examples to
support findings
superficial conclusions
and recommendations
which lack depth and
insight
little evaluation of
learning and/or impact
on future practice
work not being
completed within the
specified
deadlines/time and
errors in presentation,
format and tone