Strategic Marketing Management Formative Assessment

002 NBS-7025A Strategic Marketing Management Formative
Assessment

Essay question
‘Critically assess the benefits and challenges associated with strategic marketing planning.’
Essay structure
Title
‘Critically assess the benefits and challenges associated with strategic marketing planning.’
Draw on evidence to illustrate and support your arguments. Include your student number
and date on the front coversheet.
Introduction
1-2 paragraphs setting out the nature of the task, key themes and how you intend to answer
the question. Include essential background information. Likely to be approximately 10-15%
of the overall word count.

Main body of your essay
Paragraphs that contain your arguments relating to the topic. Remember to support your
arguments using evidence such as case examples and academic sources. There needs to be
Harvard Referencing within your work. In short, use evidence to support and challenge the
issues you set out in the main body.
Conclusion
A short section that summarises the main points of your arguments. Make sure you are
addressing the question and avoid introducing any new information. Likely to be
approximately 10-15% of the overall word count. In short, summarise the key aspects of
your argument in a coherent manner.
References
A list of all sources cited in the main text, listed using the Harvard Referencing System.
References are not included in the word count.

Assessment Criteria Itemised Rating Scale

(Ticked when applicable)

STRUCTURE
Clear, logical structure Lacking clarity, little/no structure
Topic discussed in-depth Superficial/incorrect topic
ARGUMENT
Accurate presentation Much evidence inaccurate
Logical argument Essay rambles/lacks continuity
Original and creative Little evidence of originality
STYLE
Fluent piece of writing Clumsily written
Succinct writing Unnecessarily repetitive
EVIDENCE OF RESEARCH
Adequate range of sources Inadequate range of sources
Correct citation of references Incorrect citation of references
PRESENTATION
Grammar, spelling correct Many errors

Marker’s Comments: