The marker’s comments are on the last page
SID: 982999:
1
Robert Kennedy
College University
of Cumbria
MBA in Leadership
and Sustainability
Name and number of the course (CRKC7002 – Marketing Management)
Purpose of the paper (Formative Assessment)
Title of the paper :Marketing System in OQ
Student number: 2316485
Word count: 3577
This is an excessive 2477 words too long.
The word count maximum is clearly stated in the Interim Assessment Brief.
Perhaps the author did not read that – which is a significant mistake.
Do not exceed the word count maximum in the final.
The sanctions are painful.
Where is the declaration that
this is all the author’s own work
and that there is no plagiarism?
2
Introduction
OQ, an integrated connected company at the top of its class, along with the 17 countries
where it conducts its business, has a complete and comprehensive presence throughout the value
chain, from exploration and production to petroleum products marketing and distribution, as well
as promoting chemical products. OQ is a significant player in more than 60 countries worldwide
and a vital force in the energy market. The company’s income sources are economically
balanced, with spectra of polymers, ammonia, crude oil, utilities, and holdings. Omani-based OQ
aims to cover all essential cities: Sohar, Ras Markaz, Salalah, Duqm, and Suhar. OQ re-exists as
meaning??
a steady player in a market with vigorous robot contests. The basics of the given paper cover the
overall overview of OQ by considering the principles of sustainable marketing. This analysis will
analyze the environmental effects, social responsibility, economic sustainability, and alignment
to global goals such as the Agenda 2030 of the UN SDGs. This assessment reveals the complex
rivulets of OQ’s sustainability practices and its reliable global resource provider role.
Where is it based and what is it main compeititon?
Marketing Mix (4P’s)
Marketing Mix, also termed the 4 P`s, is the fundamental concept of marketing strategies
that include the core elements for enabling the brand, irrespective of the product or service, to be
brought into the market effectively. The 4 P`s are Product, Price, Place, and Promotion.
Product
Desirable for whom? Not the average human.
The brand offers a broad range of expressive and desirable goods within the interplay
what does this mean?
between OQ and the ‘Product’ element of the Marketing Mix. OQ aims to become a global
integrated energy company that provides many types of solutions, PP, PE, and LPG, to satisfy
solutions to what?
PE is not a solution to global warming.
This product description jumps about form just oil and gas to PP, PF and LPG to vaccines which have
noting to do with the oil industry.
This product description needs to be far more structured with jargon defined especially as the readers are
not experts in the industry and the product line. LPIC, PP and PF for example need to be defined.
3
the history of the company can be discussed in the introduction.
diverse needs; thus, it is no longer a monolithic company producing just oil or gas. Sustainability
considerations are prominently made in spearheading clean technologies, including the
coronavirus vaccines and the bio-resources for medicines.
include
which
According to OQ’s portfolio, polypropylene and polyethylene are among the most
used in
^
widespread commodities like food and hygiene packaging, infrastructure and construction, and
the car industry. OQ manufactures items at the core of ensuring the quality and durability of our
everyday lives, be it foods or even reusable plastics. LPIC, built by OQ to fulfill its responsibility
to create a plastics industry hub while meeting oil and gas market environmental requirements,
symbolizes the company’s shift towards a broader scope and sustainable models.
A very bad unstructured section with far too much jargon.
Price
What is the pricing strategy.
As a component of the Marketing Mix that carries the “Price” element, the unstable and
rival market of energy and petrochemicals influences OQs pricing approach. The pricing of
Ammonia is not even mentioned in the product description
polymers, ammonia, and other products is intricate, as there are many production costs, middemand, and global economic factors to consider. Through strategic management of this
environment, OQ attains a market leadership position with the primary goal of remaining
profitable while simultaneously sustainable.
A transparent price mechanism for OQ is essential for QO, mainly due to its presence in
were these mentioned in the introduction?
various places and extensive trading activities. Being in the international energy sector, the firm
is keeping pace with the dynamic external environment by adjusting its pricing tools, which
helps the company remain flexible and competitive in the play of the global energy market.
Place
Do not use the personal pronouns I, me, we, us, our and
you nor the possessive pronouns my, mine, our, ours,
your and yours in such a paper. See page 15 of the
Guidelines for Assessments presented on the Unit 3 tab of
the syllabus page of the RKC Online Campus
4 .
What is EQ’ This paper is supposed to be about OQ.
EQ’s Marketing Mix has a ‘place’ factor, which is concerned with the strategic market
positioning of the product in the world’s prime markets. Its advantage is that OQ is located in
this should be said clearly in the introduction.
Oman and responds to distinct market needs in 17 countries through its strategic placement to
facilitate quick exportation. In addition, we set up the Liwa Plastics Industry Complex (LPIC) in
Suhar to strengthen OQ’s logistics efficiency.
The advantage that OQ enjoys due to its geographical position of Oman being
strategically located for easy access to major international transportation routes enables the
company to decrease its transportation times significantly. OQ, which advocates for physical
context, strengthens its mission to provide comprehensive solutions that strive to stamp
efficiency and delivery. This point of excellence, thus, is a characteristic of the competitive
energy sector.
Promotion
In the section about ‘Promotion,’ OQ undertakes a nonsuccessful, more comprehensive
campaign than traditional ads. Marketing will be promoted through efficient strategic
partnerships and additional participation in industry events and activities to increase worldwide
exposure. The sustainability approach, illustrated by the Initiative for Localized Production
(LPIC), and the highlight of the green energy campaign constitute fantastic and impactful content
for promotion.
OQ’s promotion channel corresponds with its central value, being a responsible and
global service provider. International partnering, drawing of foreign events, and participation of
OQ in initiatives to make the world a better place part of the company are just some of its
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promotional efforts. Through OQ, I can provide more than a product; I stand with the people
who share concerns and look for sustainable energy solutions.
Differentiation & Competitive Advantage
Defining Differentiation & Competitive Advantage:
Differentiation in business refers to a product or service’s unique features or attributes
that distinguish it from competitors in customers’ eyes. It involves offering something that is
perceived as valuable and distinct. Competitive advantage, on the other hand, is the ability of a
company to outperform its rivals by producing goods or services more efficiently, innovatively,
or distinctively. It is about creating and sustaining a superior position in the market.
Analyzing OQ’s Strategies in Differentiation & Competitive Advantage:
Oman’s OQ, a global integrated energy company, strategically positions itself in the
market through various means of differentiation, creating a robust competitive advantage.
a) Innovation and Technological Differentiation:
OQ’s innovation as a differentiation factor is an object of primary interest for them. The firm
allocates notably significant portions of the budget to R&D, evident in the LIWA Plastics
Industry Complex (LPIC) and the SALLOHA Ammonia Project. Through LPIC ($6.7 B
invested), the corporation demonstrates its capacity to present newer solutions on the market.
The company will be able to quickly create new features and maintain its leading position in
terms of technological boundaries. Becoming an innovation leader will capture the market,
having produced a high-tech product with nothing for the customer to compare it with.
Far too long and unfocused
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b) Sustainability as a Unique Selling Proposition:
OQ’s activities adopt sustainable methods, bringing their companies in line with global issues
such as the Portland Convention on Climate Change and UN Sustainable Development Goals.
The organization’s dedication to sustainable polymer solutions and green energy niches literally
places it in a unique position in the market. The Alternative Energy (AE) business unit indeed
strives for environmental sustainability through its green molecules and energy asses as well as
efficiency. This wholehearted dedication marks a vital distinctive feature, attracting eco-minded
consumers and putting the company ahead of others in a field becoming more and more driven
by ecological concerns.
c) Strategic Partnerships and Collaborations:
OQ distinguishes itself by mutual work on strategic cooperation and partnerships beyond
product development. Alongside its co-operative projects with companies like Gulf Energy
Development with the Marafiq project, extends the corporation’s capabilities, providing it with a
larger market share and viewers. The partnerships with international players bring unique
abilities to OQ and create a collaborative working environment that benefits the company’s
growth by helping it develop a teamwork culture and operate globally.
This is the length that the paper should have been. Anything beyond this has been ignored.
d) Geographical Positioning and Infrastructure:
The geographical positioning of OQ, with its base in Oman and operations in 17 countries,
contributes significantly to its competitive advantage. The strategic location allows OQ to fill
orders in critical global markets within one week compared to the one month they used to take.
In line with OQ’s infrastructure development, Oman Tank Terminal Company LLC (OTTCO)
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and Duqm Refinery widen their logistical horizons, placing them in a more strategic position on
a global scale. Efficient infrastructure and effective placement enable timely delivery to the
customer, ensuring OQ’s competitive edge. Hence, this delivery feature strengthens OQ’s
competitiveness against the competitors.
e) Integration across the Value Chain:
OQ’s competitive edge is strengthened even more by its vertically integrated business
structure, which includes the processes of exploration, production, marketing, and distribution.
Such an inclusion will help OQ better implement its framework for hydrocarbon optimization,
whereby the sustainability of the entire chain of values is guaranteed. The Liwa Plastics
Industries Complex (LPIC), representing a $6.7 billion investment, exemplifies this integration
by contributing to downstream polymer industry growth. Through the route of lean
manufacturing, OQ possesses the unique capability of controlling the whole life cycle of its
products, starting from raw materials to end-user solutions, which helps the company achieve a
competitive advantage.
Examples and Evidence:
The Liwa Plastics Industries Complex (LPIC) represents OQ company’s strategic vision
of future uniqueness. Not only does this instance grow the OQ polymer business, but it also
enriches the polymer company strongly enough in the future. The investment in LPIC indicates
OQ’s innovative development and the latest technology adherence; therefore, they become an
imitable brand.
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The strategic partnerships, such as the Marafiq project and the joint venture with Kuwait
Petroleum International (KPI) for the Duqm Refinery, showcase OQ’s differentiation through
collaboration. These companies help OQ attain its competitive edge by developing new skills,
applying diversity in its collections, and actively involving itself with the global fashion market.
OQ’s green energy options clearly illustrate how much conversions care about the
environment. The Alternative Energy (AE) business unit’s focus on green molecules and energy
efficiency demonstrates OQ’s dedication to environmental responsibility. As such, this makes up
for the difference between OQ and its competitors and matches the aiming trend in the market
towards eco-friendly goods, which gives the business an advantage.
Coping with Commoditization (& Total Product and Solution Offering)
Defining Commoditization:
If a good or service loses its unique qualities in the eyes of the market and can be
swapped out for others based primarily on price, this is called “commoditization.” People in
commoditized markets think that goods and services are standard and don’t have any unique
qualities that make them worth more. Because of this, there is often more price-based
competition, which cuts into businesses’ profit margins and makes it hard for them to stand out.
Analyzing How OQ Copes with Commoditization:
As a global integrated energy business that works in a competitive energy market, OQ’s
products could become more like other products. Hydrocarbon-based products are often
considered interchangeable goods, especially in the oil and gas business. However, OQ uses
several different strategies to deal with the problems that come with commoditization.
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Focus on Innovation and Technological Differentiation:
a) Technological advancement and innovation:
Besides the diversification issues, OQ also tries to evade commoditization through
innovation and technological advancement. In this aspect, the establishment invests in the latest
projects, for instance, portfolios like the LPIC(Liwa Plastics Industry Complex) and SAP(Salalah
Ammonia Project). LPIC, the polymer production it sources from polypropylene and polyethene,
represents how OQ strives to provide its clients with sophisticated and specific polymer
solutions. OQ’s competitive advantage lies in its continuous investment in breakthrough
technologies. This allows the company to steer clear of the commodity offerings market by
instead providing customers with innovation and value.
b) Sustainable Practices as a Brand Differentiator:
OQ itself is set apart from the rest of the market by being devoted to environmental
anomalies; OQ gets the status of an organization that, in various ways, cares for the ecology.
This position of committing to sustainability works as a brand separator that allows OQ to get a
unique market position in a sector where environmental concerns are progressively increasingly
important. An Attribute Energy (AE) business unit, energy efficiency, and clean molecules are
living proof of OQ’s resolve to provide alternative solutions that are more intelligent and
inventive than a conventional commodity approach. The same goes for this commitment, too, as
it concords with the global sustainability goals and puts a positive brand image on OQ. Thus, it
determines the OQ to compete against other brands.
c) Total Product and Solution Offering:
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OQ has decided to employ more total solution offerings, consisting of product and service
solutions strategies to deal with commoditizations. Throughout its operation, OQ isn’t
constrained to merely marketing hydrocarbon-based products. Furthermore, by providing
exceptional services tailored to numerous industries, OQ exceeds the industry expectations. An
example of the strategy used by the Liwa Plastics Industries Complex (LPIC) is its efforts to
expand its product portfolio into new and existing markets. Instead of just manufacturing
polymers, LPIC seeks to provide a broad spectrum of sustainable options for flexible packaging,
rigid packaging, life science, infrastructure, and construction. Such strategy shifts the OQ brand
from a supplier of commodities to a company that offers holistic solutions to customers, and all
this mitigates the impact of the market where the commodities become the commodities.
Discussing Total Product and Solution Offering:
Bundled Total Product and Solution Offering as a marketing strategy incorporates the
product or service itself and all the extra advantages it confers to customers by solving their
problems and catering for various needs.
From this perspective, the strategy is rather complex. Instead of the hydrocarbon-based
products being the only ones they offer, the range of solutions they can give to different
industries is comprehensive. A concrete example from OQ’s experience is the Flexible Packaging
sector. The company doesn’t just unravel the polymer products but instead comes up with
solutions for transportation, retail spaces, and consumer cupboards. In Rigid Packaging &
Durables, OTs preserve the plastic packaging category, the fastest-growing sector of repurposed, multi-use, or reusable materials. The Infrastructure& Construction category focuses on
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the partnership of researchers with manufacturers to develop durable and high-quality products
that will last.
This total products and solutions offering approach allows OQ to overcome the
conventional product sale, thus adding more value to customers. The role of the OQ becomes far
more than just an essential supplier since it has become a partner with the clients in these broader
issues. This also helps in the long-term business relationship and loyalty formation as the
customers will see OQ not only as a supplier but also as a partner in the coexistence of the
customers’ challenges.
Providing Examples and Evidence:
What is successfully implemented in the Life Plastics Industries Complex could be
considered a standalone Total Product and Solution Offering example to OQ. LPIC, as set out
above, targets not only the production of polypropylene and polyethene but also offers
sustainable solutions to the packaging, infrastructure, and building sectors. This shows OQ
taking a full range of product and service provision.
Besides, in the green energy sphere, the Salalah Ammonia Project or the alternative
energy (AE) business entity are just a few of the OQ’s investments where the company
demonstrates a more profound commitment to commoditization beyond conventional standards.
These steps illustrate the goal of OQ to give out market alternatives, in this case,
commoditization, which is the sector’s primary concern in moving on.
Segmentation
Defining Segmentation:
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Segmentation is a strategic marketing process of dividing a broad target market into
subsets or segments based on common characteristics, needs, or behaviors. Segmentation aims to
understand and respond to the diverse requirements of different customer groups more
effectively. By identifying and catering to specific segments, companies can enhance their
marketing efforts, tailor products or services, and create more personalized communication
strategies.
Analyzing How OQ Segments Its Market:
OQ, as a global integrated energy company operating in a complex and dynamic industry,
employs market segmentation to address the diverse needs of its customers. The segmentation
strategies adopted by OQ reflect the intricate nature of the energy sector and the varied
applications of its products across different industries.
a) Geographic Segmentation:
OQ knows that geographic segmentation is one of the critical tools in making the offer
adaptive to local demand for each region. This is specifically visible in the business’s
consideration of taking strategic locations like Oman as the location of its head office. The
implication is that the OQ Corporation will give due attention to the aspect where the firm is
strategically situated in Oman, which helps the company hasten delivery times in selected global
markets, thereby indicating that size matters a lot when it comes to the customers. For example,
in two regions in the Asia Pacific, it is 24 days between 4-6 days from Southeast Asia and 24
days between 4-6 days from Northeast Asia. This implementation of OQ’s market segmentation
method where the priority is to shorten lead times, smooth out the transition, and cope with
higher demand in selected areas.
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b) Industry-Specific Segmentation:
Product applications with multiple industries enable the company to segment industries using
their classification, i.e., industry-specific segmentation. OQ caters to segments like flexible,
rigid, durable, infrastructure, construction, and other markets. LPIC is the future of green
technology that goes hand in hand with the eco-friendly vision and lifestyle. LPIC aims to help
build a gas-based polymer industry in Oman that will produce second-stream products from the
solid base material of crude oil and natural gas. In the example Flexible Packaging category,
manufacturers OQ offer the provision for transportation between factories, warehouses, retail
areas and cupboards in home consumers. In R&D Flexible Plastics, innovation happens through
plastics’ reuse, rebirth or recyclability. Such a segmentation layer in the given industry will help
OQ be involved in the different sector needs and challenges.
c) Product-Specific Segmentation:
OQ uses category segmentation to divide the specific product categories. Its portfolio is the
company’s product segments, namely, polypropylene, polyethene, lubricants, functional fluids
and alternative energy solutions; among the category of products, one product line is focused on
addressing customer’s particular needs while the others are oriented more towards specific
applications/functional demands. For illustration, the production of polypropylene and
polyethene lined up at LPIC is a product segmentation approach, which can be very beneficial as
OQ can supply polymers of different types in the market. Moreover, the independence of OQ
Trading as its entity under OQ pinpoints the position of trading as a central goal in OQ Trading’s
prospects within the market of hydrocarbons and petrochemicals, which have particular needs.
d) Sustainability-Centric Segmentation:
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With the steady growth on the subject of sustainability, OQ implements grouping customers
by thematic aspirations. “The Alternative Energy Unit is mainly dealing with green molecules,
energy assets, as well as energy efficiency and optimization.” Having this branch in line with the
global awareness and demands for environmentally friendly practices related to the energy
industry is a plus. Ammonia production using hydrogen-rich purge gas from the Salalah
Ammonia Project is regarded as a stand for segmentation based on sustainability. Through
developing its product selection with greener measures, OQ is in touch with customers who base
their purchase decisions on the environmental impact of different brands.
Providing Examples and Evidence:
LPIC is an instance of OQ’s market segmentation strategies, the actuality of which is
tangible. Produced Luban grade PE polymer (PE Luban), LDPE (Luban HDPE), and LLDPE
(Luban LLDPE) will cover a broad market with high-quality products. OQ’s polypropylene
(Luban PP) extension proves that the company goes to lengths, even in the petrochemical
industry, to fulfil all customers’ needs.
The spatial segmentation of OQ’s strategy is established in its strategic location in Oman.
This enables the company to reduce delivery lead times for specific regions (such as North East
and South East Asia), thus improving the overall service. This is made intentionally from the
infrastructure investment of $28 billion in developments such as large-scale growth projects with
a target population of high growth prospects.
In the chemical performance sector, OQ engages with diversified industries, including
food, agriculture, packaging, infrastructure, construction, pharmaceuticals, automotive,
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lubricants, functional fluids, paints, and coatings. This targeting just the industry-specific stores
guarantees that the appliances supplied by OQ fulfil their multifaceted needs.
Recommendations for Improvement
Not required in the interim assessment.
Our company should be oriented with ideas that can be oriented towards sustainability, as
it has already been our commitment thus far. OQ’s commitment to environmental leadership
could be enhanced by using ethical, sustainable marketing from manufacturer to branding. Here,
both animes emphasize the greenness of their products and conduct conducive sales promotions
for customers to use their products for sustainable economic activities, establishing their
dominance in the industry.
OQ brings value because the messaging is intentional and informed, yet a customeroriented approach would only enhance trust and engagement. Storytelling is like a love
connection that is more powerful than rational thinking in the product-centred approach. OQ
should look to types of stories that would demonstrate how customers’ lives change by using its
goods. Messaging is adjusted for business and location for maximum resonance.
Increasing the OQ’s visibility online and through digital marketing could be helpful. An
optimized digital marketing plan of modernized web appeal and lead-generating social media
campaigns may drive sales and customer sentiment over the gigantic OQ platform. VR
demonstrations and AR in the company’s digital marketing will increase OQ product marketing.
Continuous upgrading and innovation are mandatory in the energy sector, which is
constantly changing. This isn’t hard to perform. OQ needs to establish a market intelligence and
trend analysis team to reach its full potential. OQ can adapt the marketing methods by
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identifying shifts within the market, including what customers like and other more recent
technologies. A culture that comprehends innovation and agility gives the business the potential
to overcome market shifts.
Conclusion
Overall, the marketing review for OQ illustrated a great emphasis on the company’s green
ethos, yet focused too much on the customer’s needs, ignoring its emotional side. Through
scrutinizing persuasive stories, expanding digital marketing, and inclusion in innovative ways,
OQ has become at the top of the market and engagement list. The area of improvement is
promoting sustainable marketing relations and growing an adaptable culture among employees
and business owners. The proposed adjustments around here enable OQ for the energy sector to
lead the industry in the changing energy sector community.
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References
Barney, J. B., & Hesterly, W. S. (2019). Strategic management and competitive advantage:
Concepts and cases. Pearson. Place?
Darmawan, D., & Grenier, E. (2021). Competitive Advantage and Service Marketing
Mix. Journal of Social Science Studies (JOS3), 1(2), 75-80.
Dess, G. G., McNamara, G., Eisner, A. B., & Sauerwald, S. (2024). Strategic management:
Creating competitive advantages. McGraw-Hill Education. Place?
Furman, A., Maison, D., & Sek?ci?ska, K. (2020). Segmentation based on attitudes toward
corporate social responsibility in relation to demographical variables and personal values
quantitative and qualitative study of Polish consumers. Frontiers in psychology, 11, 450.
Though rather short, the List of References is good.
It has an very limited number of entries but its layout is
mostly according to the Harvard formatting rules.
It needs more sources particularly about the subject of
the paper.
In the final, far more entries will be needed.
Marker’s Comments:
WHAT WAS WELL DONE
The chosen company is a good one to analyse.
The references are presented mostly in the Harvard Format.
Good use of English.
?
?
?
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WHAT NEEDS IMPROVEMENT IN THE CONTENT
Follow all aspects of the Assessment Brief. Avoid presenting recommendations as they were
not asked for in this paper. In the final, they need to be clearly stated as such and have a
good supporting argument and perhaps examine costs and benefits.
Start each section with a description or definition of the marketing concept being studied
?
before analysing its application by the company. See page 10 of the Guidelines for
Assessments
Provide more focus and detail in the analysis of the application of each concept by the
?
company with specific reference to the company and justify the information provided with
citations giving its source.
Include more entries in the list of references giving the sources of information about the
?
company and the sources concerning the concepts being studied.
Ensure that that all sources cited are listed in the list of references and all sources in the list of
?
references are cited.
?
WHAT NEEDS IMPROVEMENT IN THE LAYOUT
Note that layout only counts for a maximum of 10% of the final mark, but a clear, well and
consistently formatted paper gives a good impression.
Provide all the key information on the title page.
?
Respect the word count limits.
?
Avoid the use of jargon or define it before using it.
?
Format the list of references and citations fully in the Harvard Format. See pages 12 and 13 of
?
the Guidelines for Assessments.
SUMMARY
This paper had two main disadvantages. It was hugely and excessively long. Most of it was
irrelevant to he Assessment Brief and in any case it should have been far more compact. Secondly
it lacks precision. This is best seen in the product description. The text here wanders all over the
place and mentions products that the reader has no idea what they are. The jargon needs to be
defined and the section far better structured. Is it a plastics company, a vaccine company or a plain
old oil and gas company or all three? This is is not clear The final needs to be far more focused and
address itself directly to the Assessment Brief.
Peter McGregor
01/03/2024
Marketing Management CRKC7002
Brief for the Final Assessment
The Final Assessment uses the same format as the Formative Assessment, but covers all of the
marketing concepts taught in the course.
Firstly, choose an organisation whose marketing you will study. You can use the same
organisation as your Formative Assessment, with the text being updated in the light of any
feedback. The presentation Guidelines for Assessments which can be found in the Unit 8 tab,
gives further ideas on the choice of organisation.
The organisation that you choose must respect the following criteria:
to be a current organisation whose correct name is used
to operate with competition: monopolies are excluded
to not be Apple, Coca-Cola, Nike, Safaricom or Samsung as these have been chosen
too frequently.
Now, using the concepts covered in this module, analyse the target organisation. We ask for
very brief definitions of the concepts (just 2 sentences each), with the bulk of the paper being
devoted to analysis of the target organisation. The concepts are:
The Marketing Mix (7Ps & 4Cs)
Differentiation and Competitive
Advantage
Coping with Commoditisation
Segmentation
Branding
Managing (especially Service
Element)
Experiential Marketing,
Customer Relations and
Experience Management
Role of Internet in Marketing
Pricing and Internal Cost
Structure
Stakeholders, Sustainability, &
TBL
We do not want a paper on marketing management, long definitions, or a summary of the
material taught in the module. Instead, we are looking for an application of the marketing
concepts to a particular organisation of your choice. In addition, the paper needs to include 2 or
3 recommendations for improvement; these need to be clearly marked at the end of the relevant
section.
The marking system will consider the application of each of the marketing concepts, the quality
of the paper and also the references. The required length of the paper is 3,500 words +/- 10%.
We highly recommend you use the following resources, posted in the syllabus:
Guidelines for Assessments presentation in the Unit 8 tab.
Writing Academic Papers. See the Overview Unit.
Points about English. See the Overview Unit for this short document.
Mark Charles & Peter McGregor
July 2023
Module CRKC7002 Marketing Management Marking Matrix
Criteria and
Weighting
70% and above
(Distinction)
60% – 69%
(Merit)
50% – 59%
(Pass)
0% – 49%
(Fail)
Concepts 1*
(40%)
In depth understanding of
concepts and excellent
original critique and
analysis of their application
by the chosen organisation.
Recommendations for
improvement are explicit
with supporting best
practice
Good understanding of the
concepts and appropriate
critique and analysis of
their application by the
chosen organisation.
Recommendations for
improvement are explicit.
Acceptable understanding
of the concepts and
analysis of their application
by the chosen organisation.
Rec
