understanding of Marketing and how theories and concepts
Assessment Criteria/ specific instructions
You are to produce a Portfolio of work for this module. The aim of the portfolio is to test your ability to analyse information you have collected from a variety of
sources. Completing the portfolio will allow you to develop a deeper understanding of Marketing and how theories and concepts relate to each other. You will also have
the opportunity to reflect on your performance and working practices. The portfolio should be developed during the course of the semester and seminar time will be used
to discuss and check your progress. It is therefore important that you bring your completed portfolio work to class during weeks 3, 5, 8 and 10
The portfolio will have 3 sections
Section 1 Worth 70% Marketing Issues portfolio piece 1 and 2
Section 2 Worth 15% Performance reflection
Section 3 Worth 15% Online Test.
Section 1: Marketing issues. Each issue should be presented in a report format of 750 words (plus or minus 10%).
Each 750 word section should relate to the following marketing areas.
Issue 1 The marketing environment Issue 2 Consumer Behaviour
Following the portfolio checklist on page 9 and the portfolio outline on page 8 will help you produce your submission as will the portfolio guide on the learning
Please note that the format of this element of assessment is a report. It is expected that you will submit a well-structured paper with accurate Harvard referencing.
Your portfolio may also contain appropriate referenced illustrations such as figures, tables, graphs, etc. Work may be penalised if the standard of English, numeracy
or presentation adversely affects the quality of the work, or where the work submitted exceeds the word count, or where the work fails to acknowledge sources
Students may not submit drafts for formative feedback prior to final submission of assessment, however there will be time in seminars where draft outlines can be
review. Please do not send work to your tutor for comment.
1. Understand which specific topic/area you will be focusing on.
2. Find an business news article that relates to the issue topic
3. Pick out key points of article.
4. Collect theoretical information from a variety of sources text books and 2 academic articles that relate to the topic
5. Produce 2 definitions from different sources
6. Produce Analysis –You will only be able to analyse if you have undertaken sufficient reading. The ability to analyse comes from having enough knowledge on a subject
to be able to ‘pick it apart’.
7. Overall conclusion – a very brief statement about the effectiveness of the organisations/applications ability to use the marketing concept.
Outline contents page.
The following includes a list of subheadings that you might consider using to help you write your 750 words. Obviously feel free to use your own, but this will
definitely help you with the structure.
Must be clear, concise and very brief
o What is the article discussing
o Identify the source of your article (where you found it) and make a very brief comment about its credibility.
o What topic are you specifically writing about, ie the topic of Market Environment, focusing specifically on the economic environment.
o Definitions x 2 ? ensure that these are referenced and use 2 different sources
Topic Analysis (main body of portfolio)
In this section you will be pulling apart the article, using your knowledge gained from reading about the academic theory/concept/framework. It is the reading that
allows you to analyse. Remember, no reading=no knowledge=no analysis=not passing the portfolio assessment.
Don’t forget to reference all sources.
Very clear and very concise.
Summarise how well the organisation/application used the theories – were they effective at this? Did it make a different to the organisation/application?