Examine the relevance of a marketing strategy and the marketing mix for either a medium sized…

Scenario
Imagine you are the marketing manager of a successful built environment business. You have been
asked to conduct a critical analysis of the strategic planning processes your company undertakes.
Task
You are required to write a report which will include both of the following points:
a. Examine the relevance of a marketing strategy and the marketing mix for either a medium
sized estate agency OR a construction company who want to expand their business by 50%
in the next five years.
(Approximate word count: 2,400–2,700 words)
b. Critically analyse the marketing principles and practices of two or three organisations
working in the built environment that underpin the concepts of: relationship marketing and a
customer driven marketing strategy.
(Approximate word count: 1,600–1,800 words)
Reference list and bibliography
You should include a reference list with a minimum of 10 separate relevant and appropriate
sources that you have written about and cited within your work.
A bibliography of uncited sources is not required.
© University College of Estate Management 2019 Page 3 of 8
Marking criteria
Marking guidance for students
This guidance is designed to help you to do as well as possible in your assessments by explaining
how the person marking your work will be judging it. This should ensure you are aware of what they
are looking for when you prepare your assessment. When you receive feedback on your
assessment, the guide should also help you to see where you gained marks and how you could
have improved your mark.
Every assessment will have a brief. In the brief you will be told what you have to produce. The
assessment criteria marking criteria guide should be read alongside the assessment brief.
The assessment criteria marking guide will enable you to make judgments about how you should
approach this assessment at this academic level.
It is recommended that you read the assessment criteria marking guide before attempting
each assessment and keep in mind what will help you to achieve the highest marks as you
work on the assessment. Once you have finished you should review the assessment before
submitting it, to check you have done what is required to achieve the highest marks to the best of
your ability.
When you receive your feedback from your tutor you should clearly be able to see which categories
you lost/gained marks in. The feedback should provide you with more detail on the extent to which
you have achieved each of the criteria, as well as with recommendations about how to improve your
performance going forward (where relevant).
Further information to support you with this assignment is available within the study materials for
this module on the UCEM VLE. If you have any questions about this assignment, please contact
your Module Tutor or Module Leader via the VLE.