Guildhall School of Business and Law
Feedback/Feedforward Covershee
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MN7032SR
Marketing in the Digital World
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Academic Year 2025/26
AS 2, Individual Written Work with 2,000 (+/-10%) words
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First Marker:
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Second Marker:
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Assessment criteria
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Level of achievement
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1st Marker
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2nd
Marker
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Executive Summary and Recommendations
(15 marks)
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An overview of the key points and recommendations of your marketing plan. (15 marks)
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Set and justify Marketing Objectives
(10 marks)
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Provide a SMART marketing Objectives (10 Marks)
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Positioning strategies given the target audience
(15 marks)
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Justify your targeting and positioning strategy using models such as STP (10 marks)
Show a positioning map with 5 key competitors (5 marks)
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Marketing Mix: Product / Service Plan, Distribution Channels, Pricing, Communications.
(25 marks)
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Provide a Customer Value Proposition based on STP analysis. (10 marks)
Provide recommendations on the marketing mix (4Ps + 3Ps) for ComfortAir Plc. (15 marks)
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Market Entry Options
(15 marks)
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Provide recommendations regarding the market entry strategies (10 marks)
A justification of your suggested market entry method (5 marks)
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Outline Controls and Metrics
(10 marks)
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What are the Key Performance Indicators (KPI) would you use? (5 marks)
List the key risks and contingency plans (5 marks)
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Presentation
(10 marks)
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Demonstrate professional
· academic writing skills,
· in-text citation and references
(10 marks)
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Total (100 marks)
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