Marketing and Markets in a Digital World

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Faculty of Business and Law

Module Title: Marketing and Markets in a Digital Age

Module Code: PGBM127

Module Leader: Karen Wharton

2020/21

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FACULTY OF BUSINESS, LAW & TOURISM
Postgraduate Programme

Level: 7
Module: Marketing and Markets in a Digital World
Module Code: PGBM127
Module Leader: Karen Wharton
DUE DATES:
Assessment Friday 5th February 2021
Latest submission time: 11.59 p.m. via Turnitin
Contribution to unit assessment: 100% weighting
ASSESSMENTS:
Assessment 001: Individual Case Study & Report

N.B. These are individual pieces of work

LEARNING OUTCOMES
Upon successful completion of this module, students will have demonstrated:
Knowledge
K1 demonstrate a critical understanding of key marketing concepts & theories and the related academic
literature
K2 demonstrate a critical understanding of markets and their different contexts
K3 evaluate and provide an overview of the key drivers of change for markets & marketing in the digital
age
Skills
S1 demonstrate the ability to apply critical evaluation and strategic thinking skills
S2 demonstrate the ability to identify, select, analyse, synthesize and interpret credible information
whether from academic or the trade press sources

ASSESSMENT BRIEF: 4,000 words 100% weighting

This assignment assesses K1, K2, K3, S1 and S2

For this assessment you must choose one organisation from the following:

1. A recognised nationwide gym chain either from the UK or your own country (examples in the UK;
PureGym, Nuffield health, Pure Gym, Virgin Active ).

Or

2. HelloFresh – international publicly traded meal kit company https://www.hellofresh.co.uk/

Individual Case Study (2,000 words)
You are to research, evaluate and prepare a case study and report relating to your chosen organisation’s
marketing activity and market. A key focus of both should be discussion on how marketing activity and the
market is influenced by current technology.

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Case study – should identify and critically evaluate the following aspects:

• Brief company overview and mission statement.

• The organisation’s marketing orientation and nature of its relationship with customers.

• The core offering and how customer needs and wants are satisfied through the provision of the
marketing mix.

• To what extent technology influences the marketing approaches and how this links to the delivery
of value.

Individual Business Report (2,000 words)
Executive Summary

• Introduction

• Main report

• Identify a future opportunity presented by the external environment, and how this requires
the organisation to reconsider its creation of value for customers, (this opportunity could be
a new product, service enhancement or marketing intervention).
Appendix. Applied model /models to support environmental analysis.

• STP – In response to the above, critically evaluate and make recommendations on the
organisation’s approach to STP. Identify a relevant target group and develop a detailed
‘customer persona’. This should be supported with a *primary research interview /
interviews or appropriate referenced secondary research.

• Recommendations- With application to the marketing process and customer journey mapping
theory, recommend a value driven marketing strategy identifying how the organisation will embrace
this opportunity through engagement with this customer group. Appendix: Support with a
Customer Journey Map.

*Primary research conducted at the current time should be undertaken online using relevant
technology to avoid face to face contact with the participant / participants

• Conclusion

• References

• Appendices

Notes
You must use the same organisation for the case study and the report.

To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report

should be supported with referenced evidence from a range of credible academic and practitioner sources. You
must use the HARVARD referencing system – see ‘Cite them right’ -https://library.sunderland.ac.uk/find-
resources/referencing/

Relevant theory from the module must be applied to develop the analysis and evaluation. Logical
conclusions should be drawn.

https://library.sunderland.ac.uk/find-resources/referencing/

https://library.sunderland.ac.uk/find-resources/referencing/

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Assessment Format
Front Page:

• Module Code and Module Title
• Title of Assignment
• Module Leader’s Name
• Your Tutor’s Name
• Your name (Family name underlined / in capital letters)
• Your Student Number
• Date of Submission

Format
Make your assignment easy to read – some guidelines

• Make all general typeface 12pt Arial, Calibri, Tahoma
• You should use line spacing of 1.5
• All pages should be numbered

Please note:

• correct spelling, punctuation and grammar are also expected
• grammar/spell check and proofread your work

Submission Details

YOU MUST SUBMIT ELECTRONICALLY BY THE DEADLINE 5th February 2021, through PGBM127
Canvas module page for checking with ‘Turnitin’
a. Accessible in the assessment section
b. Students may submit drafts prior to submission and generate reports.

i. The last submission prior to the deadline is deemed to be the final submission for
assessment purposes

Non-submission through Turnitin: Students who do not submit their work through Turnitin
will automatically receive a 0%

Please refer to your programme Handbook for the Student Guide to the Academic
Regulations

Plagiarism/Infringement Statement
All Assessments are subject to the University’s Policy on ‘Cheating, Collusion and Plagiarism’.
Students found guilty of this are subject to severe penalties.

These are INDIVIDUAL pieces of work – If there is evidence that the work is not wholly
attributable to you, the University’s policy on ‘Cheating, Collusion and Plagiarism’ will be applied

Link to University Academic Integrity and Misconduct Policy: Academic Integrity and Academic
Misconduct – A Guide

Extenuating Circumstances

If you are affected by any extenuating circumstances and cannot submit your work, for example
illness or severe personal difficulties, you must inform your Programme Leader, personal tutor,
module leader or module tutor immediately.

https://my.sunderland.ac.uk/download/attachments/105484813/Academic%20Integrity%20and%20Academic%20Misconduct%20-%20A%20Guide%20v4 ?version=1&modificationDate=1602760384789&api=v2

https://my.sunderland.ac.uk/download/attachments/105484813/Academic%20Integrity%20and%20Academic%20Misconduct%20-%20A%20Guide%20v4 ?version=1&modificationDate=1602760384789&api=v2

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Important – ‘Fit To Sit’
Any student who presents themselves at an examination and takes that examination, or who
submits a piece of coursework, or attends and takes part in a presentation, practical session, or any
other form of assessment cannot then put in a later request for extenuating circumstances. They
will be deeming themselves ‘Fit to Sit’ if they thereby engage in the assessment and no allowance
will be made for any difficulties, they later wish to claim affected their results.

For information or to discuss an issue you are having, please contact the programme leader or
personal tutor in the first instance.

Please refer to your programme handbook for the link to University Extenuating Circumstances
Policy

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Generic Assessment Criteria – Postgraduate
These should be interpreted according to the level at which you are working

Categories

Grade Relevance Knowledge Analysis Argument and

Structure

Critical

Evaluation

Presentation Reference to

Literature

P
a

s
s

86 – 100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the

qualification. There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level

it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of

argument, interpretation or discourse.

76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also

excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will

be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or

discourse and some evidence of originality.

70 – 75%

The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.

There is clearly articulated evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied. At this level it is

expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance

of argument, interpretation or discourse.

60 – 69%

Directly relevant to

the requirements of

the assessment

A substantial

knowledge of relevant

material, showing a

clear grasp of

themes, questions

and issues therein

Comprehensive

analysis – clear and

orderly presentation

Well supported,

focussed argument

which is clear and

logically structured.

Contains distinctive

or

independent

thinking; and

begins to formulate

an independent

position in relation

to theory and/or

practice.

Well written, with

standard spelling

and grammar, in a

readable style with

acceptable format

Critical appraisal of

up-to-date and/or

appropriate

literature.

Recognition of

different

perspectives. Very

good use of a wide

range of

sophisticated source

material.

50 – 59%

Some attempt to

address the

requirements of the

assessment: may

drift away from this

Adequate knowledge

of a fair range of

relevant material, with

intermittent evidence

Significant analytical

treatment which has a

clear purpose

Generally

coherent

and logically

structured, using

an appropriate

mode of argument

May contain some

distinctive or

independent

thinking; may begin

to formulate an

independent

Competently written,

with only minor

lapses from standard

grammar, with

acceptable format

Uses a good variety

of literature which

includes recent texts

and/or appropriate

literature including a

substantive amount

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in less focused

passages

of an appreciation of

its significance

and/or theoretical

mode(s)

position in relation
to theory and/or
practice.

beyond library texts.

Competent use of

source material.

40 – 49% Some correlation

with the

requirements of the

assessment but

there are instances

of irrelevance

Basic understanding

of the subject but

addressing a limited

range of

material

Some analytical

treatment, but may be

prone to description, or

to narrative, which lacks

clear analytical purpose

Some attempt to

construct a

coherent

argument, but may

suffer loss of focus

and consistency,

with issues at

stake stated only

vaguely, or

theoretical mode(s)

couched in

simplistic terms

Sound work which

expresses a

coherent position

only in broad terms

and in uncritical

conformity to one

or more standard

views of the topic

A simple basic style

but with significant

deficiencies in

expression or format

that may pose

obstacles for the

reader

Evidence of use of

appropriate

literature which goes

beyond that referred

to by the tutor.

Frequently only

uses a single source

to support a point.

F
a

il

35 – 39% Relevance to the

requirements of the

assessment may be

very intermittent,

and may be

reduced to its

vaguest and least

challenging terms

A limited

understanding of a

narrow range of

material

Largely descriptive or

narrative, with little

evidence of analysis

A basic argument

is evident, but

mainly supported

by assertion and

there may be a

lack of clarity and

coherence

Some evidence of

a view starting to

be formed but

mainly derivative.

Numerous

deficiencies in

expression and

presentation; the

writer may achieve

clarity (if at all) only

by using a simplistic

or repetitious style

Barely adequate use

of literature. Over

reliance on

material provided by

the tutor.

The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.

30 – 34%

The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided

shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the

indicators.

15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The

evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.

0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The

evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the

indicators.

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PGBM127 MARKETING AND
MARKETS IN A DIGITAL

AGE x
by Anup Kumar CHATE

Submission date: 05-Feb-2021 07:57PM (UTC+0000)
Submission ID: 144286406
File name: PGBM127_MARKETING_AND_MARKETS_IN_A_DIGITAL_AGE x (110.12K)
Word count: 4565
Character count: 25650

4%
SIMILARITY INDEX

1%
INTERNET SOURCES

0%
PUBLICATIONS

3%
STUDENT PAPERS

1 1%
2 1%
3 1%

4 1%

5 1%
6 <1% 7 <1% 8 <1%

PGBM127 MARKETING AND MARKETS IN A DIGITAL
AGE x
ORIGINALITY REPORT

PRIMARY SOURCES

Submitted to Open Learning Centre
Student Paper

Submitted to College of Technology London
Student Paper

Submitted to Royal Melbourne Institute of
Technology
Student Paper

Submitted to BPP College of Professional
Studies Limited
Student Paper

Submitted to Study Group Australia
Student Paper

Submitted to University of Sunderland
Student Paper

www.coursehero.com
Internet Source

www.safaribooksonline.com
Internet Source

9 <1%

Exclude quotes On

Exclude bibliography On

Exclude matches < 5 words

www.slideshare.net
Internet Source

FINAL GRADE

37/0
PGBM127 MARKETING AND MARKETS IN A DIGITAL
AGE x
GRADEMARK REPORT

GENERAL COMMENTS

Instructor

Anup, your work demonstrates limited understanding
and a basic argument. Your assessment could be
improved with more focus on theoretically grounding
key insights to ensure you explore and justify ideas
from a critical perspective rather than relying on
description and narrative. For your referral submission,
I advise you to engage with the wealth of guidance and
learning resources provided within the Canvas space.

Case Study
The case study context is concisely and accurately set
and key themes are covered.

An understanding of PureGym’s value offering, it may
have been nice to introduce and underpin this concept
at the start of the case study where you provide an
overview of the 24 Hour Fitness’ marketing in action.

on the marketing orientations; you have made some
attempt to critically evaluate this however, exploring
and referencing to the original marketing theory would
have added further understanding to your discussion.

You have a basic appreciation for marketing however
the work requires focus on your argument and
communication of ideas. Discussion on key aspects of
marketing mix theory and technology, if theoretically
underpinned, would have demonstrated greater depth
of understanding and developed the opportunity for
more focused applied discussion. Your work has a
tendency towards narrative discussion rather than
theoretically underpinned and critical.

Report

The business challenge and opportunity are not
specifically justified, explained or researched.
Supporting evidence would enable clearer
understanding and establish a stronger argument in
support of the proposition.

Discussion of STP concepts should be theoretically
underpinned, this would lead to a more detailed
customer persona. A customer persona is required and
should establish depth (psychological and behavioural)
resonating with the business proposition and enabling
specific and focused value creation and
recommendations.

The Customer Journey Mapping theory is insufficiently
explored with the original theory and linked to wider
explanation of your map, it would have been good to
identify the five key phases of the customer mapping
process. The Customer Journey Map and
recommendations are very light in detail and could be
enhanced to demonstrate the alignment between the
specific needs of this customer group and how this is
converted into value through the application of
marketing.

Recommendations could be stronger with more focus
required with regard to theoretical underpinning
concerning all elements of the marketing mix and
specific delivery of value to your identified customer.

Anup, Attention is required with regard to application of
theory in the achievement of customer- centric
solutions. With regard to written style and building an
argument; ensure sentences are clear, concise,
focussed and backed up by evidence appropriately.

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• PGBM127 MARKETING AND MARKETS IN A DIGITAL AGE x

by Anup Kumar CHATE
PGBM127 MARKETING AND MARKETS IN A DIGITAL AGE x
ORIGINALITY REPORT
PRIMARY SOURCES
PGBM127 MARKETING AND MARKETS IN A DIGITAL AGE x
GRADEMARK REPORT
FINAL GRADE
GENERAL COMMENTS
Instructor