MKT4002: Marketing Project

                                       Assessment Brief



Module Name:


Module Code Level Credit Value Module Leader
MKT4002 6 20 Simon Wragg




Assessment title:


Marketing Project
Weighting: 100%
Submission dates: Please see NILE under Assessment Information
Feedback and Grades due:


Please see NILE under Assessment Information


Please read this assessment brief in its entirety before starting work on the Assessment Task.


The Assessment Task


To conduct an investigation of a current ‘industry’ or ‘sector’, or industry/sector ‘issue’ relevant to your degree and your professional development. This will typically result in the identification of a problem, trend or issue that is subsequently examined during the project. Students must make use of relevant academic concepts to structure their investigation and to facilitate their analyses.


The module offers the opportunity to develop considerable skills relating to employability – secondary data research, (possibly primary research) and business report writing with evidence-based analysis.


To achieve this you will need to consider the following;


  • Identify a suitable structure for the research project.
  • A justification for conducting a survey or investigation
  • A substantial review of the literature pertaining to a problem or issue
  • A considered choice of research or survey method (where appropriate)
  • Presentation and evaluation of secondary or primary data (where appropriate)
  • Conclusions pertaining to the aims and objectives of the work.
  • Apply relevant marketing theory/concepts to inform the collection and evaluation of the secondary data (and primary data if necessary) to complete your project.
  • Analyse and interpret your data in order to develop your marketing project.


The complete work will be a 5,000 word report (+/-10% word count). Harvard referencing must be used throughout.


Students usually approach the completion of this project using ONE of the following methods:


Either a –


Marketing Audit (of company/brand in a specific market)



Campaign Analysis (using a model such as SOSTAC)



Critical Literature Review (critically evaluating existing published material to achieve specific research objectives)


Ethics Approval

This project is designed to be undertaken using SECONDARY RESEARCH ONLY.


If primary research is to be undertaken this must only be undertaken once full University ethics approval has been obtained. The supervisor can advise if this is requested or required.


However, the project assignment is designed to be completed using secondary sources only, such as MINTEL, KEYNOTE, Business databases, Journals, newspaper sources, online sources, and other already available and published sources.


Learning Outcomes

On successful completion of this assessment, you will be able to:

Subject-Specific Knowledge, Understanding & Application
a)       Apply relevant academic and marketing concepts to the topic
b)      Identify, justify and use methods of analysis, enquiry and production which are appropriate
c)       Identify the issues pertinent to the task as outlined; devise a response related to the range of issues inherent in the topic
d)      Coherently collate, critically evaluate information and data and justify links to appropriate literature
Employability & Changemaker Skills
e)       Communicate the outcomes of an independent research project in a professional manner
f)       Demonstrate  appropriate use of techniques and resources when working indepedently on complex projects


Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assessment. Please see the grading rubric on NILE for further details of the criteria against which you will be assessed.



Assessment Support

Specific support sessions for this assessment will be provided by the module team and notified through NILE. You can also access individual support and guidance for your assessments from Library and Learning Services.  Visit the Skills Hub to access this support and to discover the online support also available for assessments and academic skills.

Academic Integrity and Misconduct

Unless this is a group assessment, the work you produce must be your own, with work taken from any other source properly referenced and attributed. For the avoidance of doubt this means that it is an infringement of academic integrity and, therefore, academic misconduct to ask someone else to carry out all or some of the work for you, whether paid or unpaid, or to use the work of another student whether current or previously submitted.


For further guidance on what constitutes plagiarism, contract cheating or collusion, or any other infringement of academic integrity, please read the University’s Academic Integrity and Misconduct Policy.  Also useful resources to help with understanding academic integrity are available from UNPAC .


N.B. The penalties for academic misconduct are severe and can include failing the assessment, failing the module and expulsion from the university.

Assessment Submission

To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the relevant submission point to upload your report. The deadline for this is 11.59pm (UK local time) on the date of submission. Please note that essays and text based reports should be submitted as word documents and not PDFs or Mac files.


Written work submitted to TURNITIN will be subject to anti-plagiarism detection software.  Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database. Work


When you upload your work correctly to TURNITIN you will receive a receipt which is your record and proof of submission.  If your assessment is not submitted to TURNITIN, rather than a receipt, you will see a green banner at the top of the screen that denotes successful submission.


N.B Work emailed directly to your tutor will not be marked.

Late submission of work

For first sits, if an item of assessment is submitted late and an extension has not been granted, the following will apply:


  • Within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade.
  • More than one week from original deadline – grade achievable LG (L indicating late).


For resits there are no allowances for work submitted late and it will be treated as a non-submission.


Please see the Assessment and Feedback Policy for full information on the processes related to assessment, grading and feedback, including anonymous grading.  You will also find the generic grading criteria for achievement at  University Grading Criteria.  Also explained there are the meanings of the various G grades at the bottom of the grading scale including LG mentioned above.



The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated.


For full details please refer to the Extensions Policy.  Extensions are only available for first sits – they are not available for resits.


Mitigating Circumstances

For guidance on Mitigating circumstances please go to Mitigating Circumstances where you will find detailed guidance on the policy as well as guidance and the form for making an application.


Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date.


Feedback and Grades

These can be accessed through clicking on the Feedback and Grades tab on NILE. Feedback will be provided by a rubric with summary comments.