Marketing 2025 Continuous Assessment Brief Report- Technological University Dublin
| University | Technological University Dublin (TUD) |
| Subject | Marketing |
CA Brief
The purpose of this document is to provide you with the details of the assessment strategy that will be used to validate your skill levels as you engage with the course material.
Learning Outcomes
On successful completion of this module the learner will be able to:
| LO1 | Explain the theories underpinning marketing and how these are applied in practice. |
|---|---|
| LO2 | Relate marketing theory in both management and consumer contexts. |
| LO3 | Analyse and suggest solutions to marketing problems and issues. |
| Assessment | Learning Outcomes | Weight |
| Marketing Report + Presentation | 1, 2, 3 | 50% |
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Marketing Report
Marketing out of 100 (Weighting 30%) for REPORT
Due date 24.11.25 12 noon
Write a marketing report on a BRAND (Product or service) of your choice.
to include:
- Brief background and history of the company and industry
- A PESTLE analysis of the industry. Give 1 example under each heading.
- Discuss two of their Competitors
- Give a detailed description of their Target Market
- Geographic/ Psychographic/ Demographic/ Behavioural
- Include a 1 page example of a bullseye customer persona
Marketing Mix
- Analyse the Company’s Marketing Mix, please illustrate your answer with examples
- Discuss two specific Marketing Mix recommendations you would make, based on your analysis.
Word count 3000 (+/-10%)
The TU Dublin Style Guide should be used to reference this project.
Do not reference using footnotes.
Submission Guidelines
- The assignment is due for submission on Monday 24.11.25 12 noon
- Penalties will apply in the case of late submissions.
- Your work should be correctly referenced, submitted bearing your student name and number with a signed Student Declaration of Academic Integrity should be attached.
- Late work will be marked out of 50% unless there is a justifiable reason which should be discussed in good time with the lecturer.
- Submission should be made via the ‘assessment one assignment submission’ area on the course Brightspace page which will be filtered through plagiarism software
Plagiarism
Plagiarism is a severe offence, results in a zero mark for the assessment in question, and may result in disciplinary action. Please ensure to familiarise yourself with the University policy on plagiarism via the following link:
Plagiarism – Referencing and Plagiarism – LibGuides at Technological University of Dublin – Library
Marking Rubric Report 100 marks weighted 30% (GUIDELINE WORD COUNT)
| Section | Detail | Weight |
| Introduction | The introduction provides a clear background history of the brand, mentioning if relevant the owning company. A discussion of their industry and information on current status should be included. | 10marks
400 |
| Industry (PESTLE) Analysis | PESTLE Analysis of the industry
2-3 bullet points for each section, however they should be timely and relevant to current/ future strategy for the brand. Examples of business practices in major companies, case studies etc. can be used to further strengthen your argument |
20marks
600 |
| Competitor Analysis | Identify and discuss a minimum of 2 competitors in the industry and give examples of how they may pose a possible threat to your brand? | 10marks
400 |
| Customer Analysis | A description of their Target Market (12 marks)
-Geographic/ Psychographic/ Demographic/ Behavioural Provide a customer Persona Template (8 marks) |
20marks
600 + TEMPLATE |
| Marketing Mix | A brief discussion of the brands current issues in product/ price/ place / promotion (plus the extra 3 p’s if relevant)
Use theory where appropriate to reinforce discussion. |
20marks
800 +/- |
| Recommendations and Conclusion | Discuss two specific Marketing Mix recommendations you would make, based on your analysis Marks will be awarded in respect of content, clarity of expression, argument, synthesis, and analysis of previous research to support your arguments. | 10marks
200 |
| Academic Presentation and Coherence | Quality and clarity of written expression, use of language, academic conventions, layout, design and final presentation of written submission.
All sources must be appropriately referenced. |
10marks |
| TOTAL | 100 |
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Presentation requirements 20%
- Each person will deliver a 10 minute (max) presentation on the findings of their
- Power-point slides MUST be
- Your power-point slides should include:
- Cover slide – students names / numbers / title of presentation
- Introduction slide
- Main slides – covering assignment topics
- Conclusion slide
- Reference List slide(s)
2.1 Research & Referencing
- Presentation slides should include references (in-text citation + corresponding details in the reference list).
- All information sourced must be referenced using the correct Harvard Referencing system (See Referencing guidelines).
- Failure to reference correctly will result in marks being
- Work submitted for correction must be your own original work – NO PLAGIARISM!
· REMEMBER: Research AND referencing are critical parts of this assessment.
2.2 Presentation submission requirements
- Presentation slides should be uploaded by Monday11.25 12 noon
- Presentations will take place IN CLASS on 24th Nov and 1st Dec
- The lecturer will allocate your time slot and you MUST attend. Failure to present may mean an overall zero grade for the entire CA.
2.3 Presentation marking scheme Weighting 20%
| Metric | Indicators | |
| Presentation Structure | · Visual effectiveness of material
· Originality of presentation slides · Agenda clearly outlined · Logical flow of information · Compliance with Guidelines on Written Work (cover page, plagiarism declaration form, font size / style / report headings, numbering, etc….) · Spelling & grammar · Introduction · Conclusion |
50marks |
| · Presentation Headings & subheadings
· Organisation of material, clearly laid out, well-structured and argued. |
||
| Presentation Research / Content | · Depth of knowledge & focus
· Fulfilment of Brief · Use of credible material and academic literature to demonstrate research & understanding of key topics. · Application of material to the relevant question |
30marks |
| Presentation Referencing | · Referencing – compliance with Referencing guidelines (in-text & reference list)
· Adequate number of appropriate references used for each supporting argument. |
20marks |
| Total | /100 | |
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