BUS-C409-0 Principles of Marketing Assessment Brief 2026 | University of Roehampton

BUS-C409-0 Assessment Brief 

Learning Outcomes 

This assessment has been designed to provide you with an opportunity to demonstrate your achievement of the following learning outcomes. 
 
By completing this assessment, you will be able to: 

• Understand fundamental marketing concepts, theories, and principles and their application in contemporary and global marketing contexts.
• Analyse markets using secondary data sources to identify trends, consumer behaviour, competitors, and opportunities.
• Apply marketing frameworks and theory to develop evidence-based marketing strategies.
• Communicate marketing ideas clearly and professionally using appropriate academic conventions.
• Reflect critically on collaborative learning experiences and personal development.

Employability and Professional Skills

This assessment supports the development of key professional skills required in marketing and business roles.

By completing this assessment, you will be able to develop: 

• Market and data analysis skills using industry databases such as Mintel and Statista
• Strategic thinking and problem-solving skills
• Teamwork and collaboration skills (through formative group presentations)
• Professional written communication and presentation skills
• Reflective practice and self-evaluation skills relevant to graduate employment

Assessment Requirements (General Guidance)

Referencing: Harvard referencing system (in-text citations and reference list).

Word count: 2,500 words exactly (no ±10% leeway from 2025/26).

Format:

• Microsoft Word document
• Font: Arial or Calibri, size 11 or 12
• 1.5 line spacing

Data sources: Mandatory use of Mintel and Statista via the University Library.

Structure: Use the section headings provided in this brief.

Academic integrity: Any use of AI tools must be declared and cited appropriately (see AI section).

Formative Assessment

Type of assessment: Group PowerPoint Presentation (in-class)
Weighting: 0%
Assessment Deadline: By the end of Week 4

Instructions for Assessment

The Formative Assessment is a Group Presentation which helps you prepare for your individual summative report. It also gives you the chance to gain experience working in a group and presenting in a safe and non-graded environment. You will work in groups to conduct a MARKET ANALYSIS. You will be using the MINTEL DATABASE for choosing your desired marketing category, and IT MUST BE FROM ONE OF THE FOLLOWING CATEGORIES: 

• Beauty and Personal Care
• Food
• Drinks
• Automotive
• Technology and Media
• Pet

Presentation Time: 5-10 minutes

Requirements:

Use at least three Mintel reports plus relevant Statista data to analyse:

• Market size and growth trends
• Key competitors and positioning
• Consumer attitudes and behaviours
• Key market issues and opportunities

Important:

DO NOT introduce a new product or service in the formative task. This analysis will later inform your individual summative product idea.

You are required to include a reflective section (10%) in your summative report based on this group activity. Therefore, participation is compulsory.

Summative Assessment 1

Type of assessment: 2500-word Individual Report

Weighting: 100%

Assessment Deadline: 28/04/26

You are required to write a 2,500-word individual report in which you include the following sections:

1. Market Analysis (900–1,000 words – 30%)

• Key market trends and growth
• Competitor analysis and positioning
• Consumer attitudes and behaviours
• Key issues and opportunities

NOTE: Use of Mintel and Statista is Mandatory.

2. Product / Service Description (200–300 words – 10%)

• Invent or improvise a new product or service
• Explain the three levels of the product model
• Identify key consumer benefits
• Justify fit with the market analysis

NOTE: You must NOT analyse or propose an existing product.

3. Segmentation, Targeting & Positioning (500–600 words – 20%)

• Bases of segmentation used and justification
• Target market profile and persona
• Value proposition statement
• Competitor perceptual map including your product

4. Marketing Mix Strategy (500–600 words – 20%)

• Product (branding and packaging)
• Pricing strategy (theory-driven)
• Promotion strategy including digital media
• Distribution/channel strategy

NOTE: You must apply marketing theory, not just describe actions.

3. Segmentation, Targeting & Positioning (500–600 words – 20%)

• Bases of segmentation used and justification
• Target market profile and persona
• Value proposition statement
• Competitor perceptual map, including your product

4. Marketing Mix Strategy (500–600 words – 20%)

• Product (branding and packaging)
• Pricing strategy (theory-driven)
• Promotion strategy, including digital media
• Distribution/channel strategy

NOTE: You must apply marketing theory, not just describe actions.

5. Reflective Account (200–300 words – 10%)

Reflect on your experience of the formative group task:

• What worked well and what did not
• Challenges faced
• What you learned about yourself and group work

6. Presentation & Referencing (10%)

• Academic structure and clarity
• Use of visuals (tables, figures, maps)
• Accurate Harvard referencing

Marking Criteria

Assessment will be marked using the UG categorical rubric, aligned with:

• Market Analysis – 30%
• Product Description – 10%
• STP Strategy – 20%
• Marketing Mix – 20%
• Reflective Account – 10%
• Presentation & Referencing – 10%

NOTE: Full grading rubric is provided in the appendix.

Assessment Success Guidance

To achieve a high mark, you should:

• Demonstrate clear linkage between market data, theory, and strategic decisions
• Use Mintel and Statista analytically, not descriptively
• Apply marketing models appropriately and critically
• Present a coherent, realistic, and data-driven product idea

Also, go through the provided exemplars assessments for a new/improvised product and a service. The exemplars are available under the “Assessment Information tab” on the POM module page. 

BUSC4090 Assignment Marking Rubric

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