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MKTG3501
Assessment 1 Guidelines – Strategy reflection
Weight: 30%
Submission: Word document (.docx is preferable)
Word limit: 1,500 words maximum (+/- 10%). Any content submitted beyond the limit is ineligible for marking.
Referencing: APA (6th)
The aim of this assessment task is to develop your critical thinking skills, to use these to reflect
upon your own learning of marketing strategy so far in this course and to identify areas for
improvement. You are required to write a critical reflection on your experiential learning. Your
goal is to connect your learning to application and personal development in order to expand
your view of the marketing world.
Reflection is a valuable learning tool in the education environment, but also a very useful
business tool. Imagine a leader who doesn’t reflect on performance, they are likely to make
the same mistakes over and over. Therefore, a crucial component of reflection is
improvement, identifying how you would do things differently with the insight you have now
gained. This is what learning is all about. I encourage all students to peruse the links in the
A1 folder about reflection practice as this will help you understand how to approach this task.
Content guidelines
These guidelines provide a comprehensive framework and align well to the marking criteria.
There is no specific structure that learners must follow but you are encouraged to use
headings to break up content and direct the reader. Additionally, the nature of the task will
involve the use of personal pronouns and this is acceptable in this piece, although is less
common in business writing. The word limit excludes a cover page, and reference list
(everything else including tables, figures, heading, captions, etc are included in the word
count, no appendices are used in this task). As a written communication, a brief introduction
and conclusion should be included.
To provide learners with a structured approach to this task, you are asked to reflect on some
specific elements, rather than a broad overview. As such, learners should ensure they address
the specific topics following and should consult the marking criteria to see how this will be
assessed:
The assessment is formed by 4 parts, as follows.
Firstly, individuals should summarise and evaluate the strategic goals set in Q2 of the
simulation, including selection of target segment, market size, geographic market, competitive
posture and distinctive competencies. This should include a brief examination of how
well/poorly these decisions work to create a cohesive strategy.
Secondly, individuals should review implementation of strategy (up to and including Q5) and
evaluate how well tactical choices have aligned to the overarching goals, and the results of
this implementation. Be specific here – what choices align/do not align with set strategic
objectives, what are the specific implications of this alignment, or lack of.
Thirdly, an important part of executing strategy is monitoring performance and considering
how tightly to follow the set plans, or whether refinement may be needed. Students should
examine the marketing literature relating to ‘marketing agility’, providing a theoretical
Assessment 1 Guidelines – Strategy reflection
synthesis of the literature, justifying a top consideration for marketing managers to be mindful
of in executing strategy.
Finally, considering your previous discussion (on strategic goals, implementation and your
knowledge of agility), individuals should make a single top priority essential recommendation
to discuss with the team for potential execution moving forward in the simulation, providing
justification as to why this is necessary and details of how this will be executed.
Crucially, it is highlighted that this is a critical and informed reflection, not an opinion piece.
Therefore, detailed examination in relation to marketing theory is essential. Students who
solely describe personal opinions will fail. The task requires a diligent examination of
experiential learning outcomes in relation to specific evidence and contemporary marketing
literature. All discussions should be informed by evidence and theory, not personal
opinion.
Format
• Line spacing 1.5
• font 11pt Arial
• Standard margins
• Use headings to break up content effectively
• References should be included for ALL works using APA style. There is no set number
of references needed, rather quality scholarly theory will be used to demonstrate
informed viewpoints and evidence.
Assessment 1 Guidelines – Strategy reflection
Criteria Exceptional Advanced Proficient Functional Unsatisfactory
Strategic goals
20 marks
Exceptionally clear evaluation of
strategic marketing goals, expertly
and precisely examining the
cohesive nature of strategic
choices.