critically evaluate and reflect upon strategic planning

 

Learning Outcomes
 

Knowledge and Understanding Outcomes

 

On completion of this module students will:

 

1       Explain in depth a range of strategic marketing planning concepts, models and techniques that can be used by the marketing manager.

2       Know what external and internal factors require description and analysis to form the basis of a marketing strategy

3       Appreciate the analytical techniques and problem-solving skills necessary to develop and implement strategic marketing plans.

4       Recognise the key decisions and analyses required in the development of strategic marketing plans and how to use these in complex and changing circumstances.

 

Ability Outcomes

 

On completion of this module students will be able to:

 

9       Individually review, critically evaluate and reflect upon strategic planning.

 

Assessment brief
 

Develop a five-year strategic marketing plan for a non-ICE (internal combustion engine) mobility provider of your choice. This must be presented in an appropriate marketing report format written for fellow business and marketing professionals. Strategic plans should demonstrate both knowledge and application of high quality and relevant academic theory, market research and industry data.

 

 

 

Your plan should consider the following:

  • Strategy formulation based on external and internal analysis relevant to your chosen organisation.
    • Critically evaluate the car manufacturer and its electric vehicle market(s) using appropriate concepts, models, techniques and data.
  • Strategy implementation based around a clear overall strategic vision, and with actionable, measurable and appropriate strategic objectives.
    • Develop strategy ambitions/recommendations relevant for the car manufacturer and its circumstances.
  • Strategy execution based around use of appropriate marketing management, tools and tactics.
    • Evaluate and apply relevant marketing concepts.
  • For each of these elements your strategic plan should be clear in terms of what, why and how recommendations are being made and delivered upon.

 

 

Marking criteria
 

1.    Please see Appendix 1

 

2.    The Learning Development Group are available to help you to understand and use the assessment criteria.  To book an appointment, either visit them on The Street in the Charles Sikes Building or email them on

3.    The University has regulations relating to academic misconduct, including plagiarism. The Learning Development Group can also advise and help you about academic conventions and avoiding ‘poor scholarship’ which can result in potential academic misconduct.

 

 

 

 

Appendix 1 Assessment task-specific marking criteria

  Unacceptable

Work at this level

-does not address the task set or represents a wholly inadequate attempt

-requires a complete re-write

Unsatisfactory (Refer if required)

Work at this level will demonstrate

-an incomplete answer

-insufficient depth of understanding

-some serious errors and/or major omissions

-a potentially recoverable piece of work

Pass

Work at this level will demonstrate

-limited use of module material

-a basic level of understanding

-a simply descriptive approach

-some errors and omissions

Fair

Work at this level will demonstrate

-generally good use of some of the module material

-reasonable and coherent description of theory

-limited analysis and evaluation

-no major errors

Good

Work at this level will demonstrate

-good use of module material

-ability to compare and contrast material from a variety of relevant sources

-analytical ability underpinning logical argument

-well-structured, clear and consistent presentation, although there may be a few errors

Very Good

Work at this level will demonstrate

-accomplished discussion and application of theory

-clear ability to compare and contrast material from a wide variety of relevant sources

-some synthesis based on critical analysis

-well-structured, clear and coherent presentation, although there may be a few minor errors

Excellent

Work at this level will demonstrate

-a mastery of complex knowledge and ideas

– originality and insight derived from a mature depth of understanding of material that goes well beyond that provided in the module

– creative synthesis arising from critical analysis and evaluation of relevant information

– presentation that is clear, coherent and error free

Outstanding

Work at this level will demonstrate

-a mastery of complex knowledge and ideas

– originality and insight derived from a mature depth of understanding of material that goes well beyond that provided in the module

– creative synthesis arising from critical analysis and evaluation of relevant information

– presentation that is clear, coherent and error free

  0-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90-100
Knowledge of Theory, Concepts and Methods

(20%)

Does not address any relevant theories, concepts or methods Mentions some terminology relating to  relevant theories, concepts or methods Mentions some terminology relating to  relevant theories, concepts or methods wholly inadequate attempt at use or explanation Mentions some terminology relating to  relevant theories, concepts or methods inadequate attempt at use or explanation Relevant theory, concepts and models used or explained but some aspects may have been missed or misconstrued Most relevant theories, concepts and models used or explained in an appropriate and straight forward manner with some assumptions and implications recognised Appropriate selection of relevant theories, concepts and models used or explained insightfully with assumptions, implications and contextualisation recognised Appropriate selection of relevant theories, concepts and models used or explained insightfully with wide range of assumptions and implications recognised with highly appropriate contextualisation demonstrating excellent understanding Appropriate selection of relevant theories, concepts and models used or explained innovatively with full range of assumptions and implications recognised with highly appropriate contextualisation demonstrating excellent understanding of complex material Appropriate selection of relevant theories, concepts and models used or explained innovatively with full range of assumptions and implications recognised with highly appropriate contextualisation demonstrating exceptional understanding of complex material
Scholarship: Evidence of Reading and Research

(20%)

No evidence presented or what is presented is wholly irrelevant No evidence presented or what is presented is generally irrelevant Minimal evidence presented is generally irrelevant or lacking currency Minimal evidence presented uncritically and lacks evidence of independent research beyond core texts Evidence of limited but relevant reading which is presented uncritically and tends to use summary description Evidence of relevant reading which shows clear attempt at independent reading and some attempt at synthesis Evidence of range of relevant reading generally used critically which shows clear attempt at independent reading and ability to synthesise Evidence of wide range of relevant reading used critically which shows high degree of independent reading and a strong ability to synthesise Evidence of the fullest range of relevant reading used critically which shows a very high level of independent reading and an excellent ability to synthesise Evidence of the fullest range of relevant reading used critically which shows the highest level of independent reading and an outstanding ability to synthesise
Critical Reasoning

(20%)

No demonstration of critical thought No demonstration of critical thought No demonstration of critical thought No demonstration of critical thought but has potential to be developed Minimal demonstration of critical thought Demonstrates critical thought Often demonstrates critical thought Consistent application of well integrated critical thought Consistent application of excellently integrated critical thought Consistent application of outstandingly integrated critical thought
Use of Evidence: Analysis & Evaluation

(20%)

Does not analyse or any analysis is irrelevant Does not analyse or any analysis is irrelevant Does not analyse but basic concepts are understood Does not analyse but the potential for analysis is evident. Shows potential to develop arguments. Demonstrates limited analysis with some development of argument and related evaluation (if applicable) Demonstrates good ability to analyse and evaluate (if applicable) with arguments developed coherently Demonstrates very good ability to analyse a range of topics/issues critically. Evaluation is well supported (if applicable). Arguments are well structured  and logical. Demonstrates excellent ability to analyse a range of topics/issues critically and demonstrates ability to question ‘received opinion’. Evaluation is well supported and provides convincing conclusions (if applicable). Arguments are well structured, complex and logical. Demonstrates excellent ability to analyse a range of topics/issues critically and demonstrates ability to question ‘received opinion’. Evaluation is well supported and provides convincing conclusions (if applicable). Arguments are complex, lucid and persuasive. Demonstrates outstanding ability to analyse a range of topics/issues critically and demonstrates ability to question ‘received opinion’. Evaluation is well supported and provides convincing conclusions (if applicable). Exceptionally complex, lucid and persuasive arguments.
Clarity of Written Expression

(10%)

Incoherent and incomprehensible throughout Largely incomprehensible Generally comprehensible but language errors generally impede understanding and flow of reading Language errors often impede understanding and flow of reading The meaning is clear but contains language errors Generally fluent and accurate use of grammar and spelling Consistently fluent and accurate use of grammar and spelling Consistently fluent and accurate use of grammar and spelling employing appropriate genre Consistently fluent and accurate use of grammar and spelling employing appropriate genre and excellent expression Consistently fluent and accurate use of grammar and spelling employing appropriate genre and exceptional expression
  0-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90-100