1. business and industrial
2. advertising and marketing
3. marketing

Professional Diploma
in Marketing
540 – Marketing Planning Process
Assignment Brief and Mark Scheme
March 2015
Candidates are required to answer ALL tasks.
CIM Regulations
Candidates must ensure that they are CIM studying members and
have registered for this assignment by the required CIM deadline.
Once booked, if candidates later find that they are unable to submit
to the March 2015 session they will need to book and pay again to
submit to the June 2015 session using the June 2015 assignment
brief. 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 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 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.’
© The Chartered Institute of Marketing 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:


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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):
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tables
charts
diagrams
graphs
references (information such as specific quotations, author information)
headings
Areas excluded from the word count are:
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
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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.
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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:
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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.
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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
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
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
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.
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.
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PROFESSIONAL DIPLOMA IN MARKETING
MARKETING PLANNING PROCESS
ANSWER ALL TASKS
In your role as a Marketing Manager for your organisation (or one of your choice), you have
been briefed by the senior management team to develop a marketing plan in relation to
ONE of the following options:
Option 1: The growth of an existing product or service into a new international
market
(stated by the candidate)
Option 2: The development of an online service to facilitate relationship-based
marketing planning
In order to develop the marketing plan in the context of ONE chosen option, you are asked
to carry out three tasks that require you to produce three component parts to this brief:
marketing audit, marketing plan and evaluation report. These three parts will be
reported during the next senior management meeting.
You are asked to provide an executive summary (500 words maximum, excluded from the
word count) in response to the overall brief. Marks will be allocated under format and
presentation. In addition, you are asked to provide a brief background to your chosen
organisation, to be placed in the appendix.
You are asked to choose an organisation with which you are familiar and one that can be
used across all three tasks.
Task 1: Marketing audit
You are asked to prepare a marketing audit that considers the current and likely future
challenges for your chosen organisation, in order to form a basis for the marketing plan.
Marks will be awarded for the content of the marketing audit and its application within the
marketing plan and evaluation report.
Produce a marketing audit that:


identifies and provides a rationale for the chosen option
provides an evidence base for the development of the marketing plan.
Audit: six sides of A4 maximum
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Task 2: Marketing plan
You are asked to prepare a marketing plan that is based on information contained within the
marketing audit, contextualised to the chosen option.
Produce a marketing plan that:



summarises the findings from the marketing audit
evaluates the detailed findings from the marketing audit, based on the selected option
identifies the key issues from the selected option.
In creating the marketing plan, up to an additional three sides of A4 may be included as tables,
models, etc, to support the plan. These pages do not form part of the word count.
Any other tables or models that are additional to those included in the marketing plan may be
attached to the marketing plan as appendices (up to three sides of A4). Specific reference must be
made to these in the marketing plan but their content will not attract marks.
Marketing plan: 3,000 words maximum
Task 3: Evaluation report
You are asked to produce an evaluation report that considers the contribution of marketing
planning and some of its key aspects to the success of your organisation.
Produce a formal report that:

explains and assesses the way in which the marketing planning process can benefit your
chosen organisation

critically evaluates the role of the marketing audit as part of the marketing planning
process, and identifies the problems of information gathering and analysis encountered
in undertaking the marketing audit

explains and justifies how an appropriate competitive strategy has been developed as a
part of the plan for your organisation, utilising a segmentation-targeting-positioning
approach; this should evidence how the marketing mix will be used to achieve the
desired positioning, and how the performance of the plan will be evaluated

identifies the possible issues that may be encountered when implementing the marketing
plan in the context of your organisation over a stated period, and presents practical
proposals for resolving them.
Evaluation report: 3,000 words maximum
Appendix

Provide a brief background to the chosen organisation, its current product(s)/service(s)
range and its customer base (up to two sides of A4 maximum, no marks awarded).
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ASSESSMENT CRITERIA AND MARK SCHEME
Assessment Criteria
Marks
Available
Task 1: Marketing audit
Identification and provision of a rationale for the
chosen option
Provision of an evidence base for the
development of the marketing plan
10
Task 2: Marketing plan
Summary of the findings from the marketing
audit
Evaluation of the detailed findings from the
marketing audit, based on the selected option
Identification of the key issues from the selected
option
10
30
Task 3: Evaluation report
Explanation and assessment of the way in which
the marketing planning process can benefit the
organisation
10
Critical evaluation of the role of the marketing
audit as part of the marketing planning process,
and identification of the problems of information
gathering and analysis encountered in
undertaking the marketing audit
10
Explanation and justification of how an
appropriate competitive strategy has been
developed as a part of the plan for the
organisation, utilising a segmentation-targetingpositioning approach; evidence of how the
marketing mix will be used to achieve the
desired positioning, and how the performance of
the plan will be evaluated
Identification of the possible issues that may be
encountered when implementing the marketing
plan in the context of the organisation over a
stated period, and presentation of practical
proposals for resolving them
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10
10
CIM
Examiner’
s
Mark
CIM
Moderated
Mark
Assessment Criteria
Marks
Available
CIM
Examiner’
s
Mark
Format and presentation





Executive summary
Relevance to tasks
Use of supporting concepts and frameworks
Professional tone and required format
Harvard referencing
Total Mark
10
100
Marked by
PRINT NAME
Date
Senior Examiner
PRINT NAME
Date
Page 10
CIM
Moderated
Mark
Guidance notes
Candidates are asked to provide an executive summary in response to the brief. The
executive summary (500 words maximum) is to be placed at the beginning of the
assignment and is excluded from the word count.
The executive summary will be assessed under the heading of format and presentation. It
should succinctly summarise the content of the whole of the assignment in a style that
enables it to be easily and quickly assimilated by senior managers.
Choosing the context for responding to the brief
Please note that this brief can be applied to any organisation, irrespective of sector, size or
existing marketing roles and activities. If candidates work for any of the following types of
organisation – micro or SME, FMCG, Not-for-Profit, public sector, B2B or B2C – they should
be able to address the requirements of the brief. If candidates are finding it difficult to relate
their specific context to the brief, they must seek guidance from their tutors. In their
response, candidates should describe the context of the organisation, particularly where
they feel there is a limitation. In addition, the two A4 sides of brief background to the
organisation supporting their assignment will enable the examiners to fully understand the
context. The content of the candidate’s submission should address marketing within the
context they describe for the organisation.
As already outlined, candidates are required to provide a brief background to the chosen
organisation, its current product(s)/service(s) range and its customer base (up to two sides
of A4, which should form an appendix, no marks awarded).
Candidates undertaking this assignment are expected to focus on producing a marketing
plan based on their own organisation, or one of their choice. The marketing plan should be
contextualised around ONE of the following two options:
Option 1: The growth of an existing product or service into a new international
market
(stated by the candidate)
Option 2: The development of an online service to facilitate relationship-based
marketing planning
Candidates should state their chosen option on the front page of their assignment. In
selecting their option, candidates are advised to assess its suitability in relation to the
context of the chosen organisation. The chosen option should allow for detailed
development of the plan as appropriate to the organisation and its sector.
Option 1 looks at how an organisation addresses the growth of an existing product or
service into a new international market. Many organisations have adopted this growth
strategy both in response to poor performance in the home market and to exploit
opportunities that present themselves in international markets. The approach can be either
to supplement home market sales or to grow sales in the international market. Or it could be
a combination of both situations. However, from whichever perspective the growth is
achieved, the result is to take an existing product or service and enter a new international
market.
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Option 2 focuses on the development of an online service to facilitate relationship-based
marketing planning. There has been an increasing use of online services as the use of the
internet continues to grow. This option is based on how relationship-based marketing
planning is helped by the use of a specified online service. It allows for a wide range of
examples, often very creative and novel, that have been developed to enhance the
relationships used in marketing planning for an organisation.
Task 1: Marketing audit
When producing the audit, it is important that at the start of the audit, candidates should
provide an explanation of the option choice that will form the basis of the marketing plan.
It is necessary for candidates firstly to undertake a marketing audit that considers the
current and likely future challenges for the chosen organisation. Candidates are expected to
evaluate the current position of the chosen organisation in terms of both its external and
internal environments. This should be undertaken through the acquisition of relevant
information from a range of sources, and analysis using appropriate marketing audit tools.
Frameworks and models provide insight into the current position and enable strengths,
weaknesses, opportunities and threats to be established, particularly from the perspective of
the selected option. It is important that the marketing audit is based on a detailed
evaluation using the presented marketing audit tools as the basis for discussion.
As stated when producing the marketing audit the candidate should ensure that it relates
specifically to the choice of option. The practicalities of undertaking a marketing audit are
clearly explained in Section 2 of the CIM Official Study text, published by BPP. The audit
should evaluate both the external and internal environments. This should be undertaken
through the analysis of relevant information from a range of sources, using appropriate
marketing audit tools.
Different definitions are used for internal environment, micro environment and macro
environment, and it is important that candidates relate the definitions that they are using to
the context of the assignment. The definitions, as outlined in the BPP official study text, are
as follows:

The internal environment can be defined as the conditions, entities, events and
factors within an organisation that influence its activities and choices, particularly the
behaviour of the employees. Factors that can be considered are the organisation’s
mission statement, leadership styles and organisational culture.

The micro environment is factors, or elements, in an organisation’s immediate area
of operations that affect its performance and decision making freedom. These
factors include competitors, customers, distribution channels, suppliers and the
general public.

The macro environment is the major external and uncontrollable factors that
influence an organisation’s decision making and affect its performance and
strategies. These factors include economic factors; demographics; legal influences;
political agendas; social influences; technological changes and natural forces.
There are many different approaches to undertaking an audit, and originality will be
rewarded. The audit tools chosen will be those that are most relevant to the organisation
and context. Candidates are encouraged to think as creatively as possible. Typical external
Page 12
audit tools include PESTEL, Porter’s Five Forces and strategic group mapping. Typical
internal audit tools include the product life cycle, portfolio models, including the BCG matrix
and GE matrix, and value chain analysis. The planning gap should be used as a means of
identifying and assessing key marketing planning requirements to fulfil the organisation’s
marketing strategy.
Candidates should use those frameworks and models that will provide the best insight into
the current position, enabling strengths, weaknesses, opportunities and threats to be
established, particularly from the perspective of the selected option.
The marketing audit will form the evidence base of the situation in which the marketing plan
is developed, and should be relevant to the option. It should be a maximum of six sides of
A4, with text no smaller than font size 11, and tables, diagrams and charts no smaller than
font size 9.
Task 2: Marketing plan
The main findings of the audit should be summarised at the beginning of Task 2, showing
current and likely future challenges that are to be incorporated into the marketing plan as a
platform for the specification of marketing objectives and strategy.
A key element of the assignment is the production of a marketing plan which focuses on
either the growth of an existing product or service into an international market or the
development of an online service to facilitate relationship-based marketing planning. The
marketing audit of the situation facing the organisation will provide the evidence base on
which the plan should be formulated. Details of the plan should be set out over the specified
timescale, and incorporate all the necessary components of a marketing plan, based on the
option. The timescale covered by the plan will depend on the nature of the organisation and
its markets.
Guidance for either option: matters to be considered will include the operational and
strategic elements and where performance could be improved. The availability of the
organisation’s skills and resources, and how these are to be deployed to achieve the desired
outcomes, should be addressed. Please note: the proposed options are open to the widest
interpretation in the setting of the organisational situation under consideration.
All the substantive components of a marketing plan should be included. The marketing plan
is likely to contain tables, diagrams and charts with details of, for example, analysis,
marketing activities, implementation processes, etc. Up to three sides of A4 may be included
in the marketing plan. If required, extra tables, diagrams and charts (three sides of A4
maximum) may be included as appendices. If tables are included in the main body of the
report, they will be included in the word count: if they are included as appendices they must
be specifically referenced to within the main body of the plan. Text should be no smaller
than font size 11, and tables, diagrams and charts no smaller than font size 9.
Task 3: Evaluation report
The report requires that candidates identify and evaluate how the marketing planning
process can support either of the chosen options. Appropriate arguments, supported by
theoretical and academic research, should be cited in the report.
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Candidates should produce a report that considers how the marketing planning process can
support the situation and context surrounding the chosen option, as well as an assessment
of undertaking the marketing audit. Candidates should also highlight potential barriers likely
to be encountered when implementing the marketing plan, and propose how these will be
tackled.
Additionally, within the report, candidates should reflect critically on undertaking the
marketing audit from both conceptual and practical perspectives. An evaluation should be
made of how it was undertaken, the sources used, difficulties in collecting specific
information, gaps in the data, methods of analysis, and the trade-off between time and
value in the planning process.
Further requirements include justification of the segmentation-targeting-positioning
approach adopted within the marketing plan, and recognition of planning implementation
issues and solutions. For each of these aspects of the marketing planning process,
candidates are expected to incorporate both theoretical and practical insights into their
application to the chosen context. The analysis of these tasks may highlight specific issues
associated with the external market, such as consumer behaviour and competition, or
particular internal issues, such as organisational advantages or resource limitations.
The nature of the organisational context, such as the size of the business, whether it
operates in product(s)/services(s) markets, and whether it has profit or non-profit goals,
may be relevant to both segmentation and implementation. Clearly, there is scope for
discussion of contextual issues within an appropriate theoretical framework.
Presentation
In producing the report, it is important that candidates adopt a style and structure that are
appropriate for reporting to a meeting of the organisation’s senior management. The format
should be consistent with the specific requirements of the tasks, and the emphasis should
be guided by the weighting of each of the assessment criteria, as indicated in the mark
scheme.
A holistic approach to the report is expected, in which emphasis is given to insightful
analysis, originality and clarity of expression. At the same time, it is important that a
comprehensive marketing plan is systematically developed in the context of the organisation
and chosen option. It is particularly important that due regard is given to the conceptual
underpinning of the way in which some of the key aspects of the marketing planning
process have been undertaken. A critical perspective should be provided on how this has
been applied in the setting of the chosen organisation.
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Professional Diploma in Marketing:
Grade Descriptors Level 6
Grade A
This grade is given for
work that meets all of the
assessment criteria at
Diploma level to secure at
least 70% and
demonstrates a candidate’s
ability to:
Concept 30%
Application 30%
Evaluation 30%
develop appropriate research
strategies for both primary and
secondary research
engage in effective debate in
a professional manner
evidencing a comprehensive
understanding and
application of key principles
evaluate findings leading to
incisive conclusions and
recommendations
selectively identify valid and
relevant information from a
wide range of sources for the
discipline
manage own learning
independently
evidence comprehensive
knowledge and understanding
of the marketing discipline at
Diploma level
synthesise and analyse new
and/or abstract information and
data in the context of wide
ranging problems, using a
range of appropriate techniques
Grade B
This grade is given for
work that meets all of the
assessment criteria at
Diploma level to secure at
least 60% and
demonstrates a candidate’s
ability to:
develop appropriate research
strategies for both primary and
secondary research
identify and select valid
information from a suitable
range of relevant sources for
the discipline
produce logical arguments in
response to a given brief
using vocational language
correctly
evidence detailed knowledge
and understanding of the
marketing discipline at Diploma
level
This grade is given for
work that meets enough of
the assessment criteria at
Diploma level to secure at
least 50% and
demonstrates a candidate’s
ability to:
analyse new and/or abstract
information and data in the
context of broadly defined
problems, using appropriate
techniques
develop an appropriate
research strategy for both
primary and secondary research
identify and select information
using a minimum number of
resources for the discipline
manage own learning with
support and guidance
evidence a satisfactory level of
knowledge and understanding
of the marketing discipline at
Diploma level
analyse information and data in
the context of explicitly defined
problems
Grade D
This grade is given for
border line work that does
not meet enough of the
assessment criteria at
Diploma level 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 both primary and secondary
research
insufficient sources of
information being used to
underpin research
an inability to manage own
learning effectively
repeating case material rather
than evidencing knowledge of
the marketing discipline at
Diploma level
a lack of detail and argument
when analysing information for
a specified task
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plan, review and
complete work within the
specified deadlines/time
allocated
an exceptional and
professional standard of
presentation, format and
tone
express ideas persuasively
and with originality, applying
appropriate marketing
terminology and concepts
accurately
apply a wide variety of
illustrative examples to
underpin findings supported
by references to wider
reading and learning
resources to exemplify points
evidence a sound
understanding and
application of key principles
manage own learning with
minimal guidance
Grade C
produce detailed and
coherent arguments in
response to well defined and
abstract problems using
relevant vocational language
produce reliable, valid and
incisive conclusions and
recommendations, based
on research findings and
analysis
Time Management
and Presentation
10%
evaluate findings leading to
informative and reliable
conclusions and
recommendations
plan, review and
complete work within the
specified deadlines/time
allocated
produce reliable and
informative conclusions
and recommendations,
based on research findings
and analysis
a high standard of
presentation, format and
tone
evidence a basic
understanding and
application of key principles
evaluate findings leading to
reliable but limited
conclusions
complete work within the
specified deadlines/time
allocated
produce arguments in
response to a given brief
using sufficient vocational
language
produce reliable but limited
conclusions and
recommendations based on
findings
acceptable presentation,
format and tone
little or no attempt to
evaluate findings
work not being
completed within the
specified deadlines/time
allowed
express ideas clearly,
applying appropriate
marketing terminology and
concepts accurately
apply a variety of illustrative
examples to underpin
findings supported by some
references to wider reading
and learning resources to
exemplify points
outline ideas and concepts
using appropriate marketing
terminology
include some illustrative
examples to support findings
including minimum
references to wider reading
and learning resources to
exemplify points
a lack of basic
understanding of key
principles and limited
application
insufficient and/or
inappropriate use of
marketing terminology to
explain ideas
limited development of ideas
or concepts
few or no examples to
support findings
superficial conclusions and
recommendations which
lack depth
errors in presentation,
format and tone