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Product Code:- Marketing-PH76

Purpose of the Assessment
This assignment has been designed to allow students the opportunity to explore the underlying importance and application of marketing concepts to benefit a given organisation.
Assessment Task
You must choose one of the two case studies within this assignment brief. Either the ‘Drones’ or ‘Pollution Eating Bikes’ (see cases below).
The company you choose is considering coming to a country of your choice and setting up business. You have been engaged as a management consultant to help advise on this strategic move. As part of your work you are to undertake an analysis of the “external environment” of the country of your choice with regards to the attractiveness of that country to the company. You must choose a country that appears favourable to either the drones, or bike, company (your choice).
Your task within this assignment is to undertake an analysis of any THREE (and only three) components of PESTEL. It is your choice which three elements you investigate.
Your submission must address the following:
By reference to academic literature and secondary data sources review the complete PESTEL as a strategic marketing tool. Then with reference to secondary data analyse and evaluate the three components, making management recommendations concerning the market attractiveness to support the company’s decision to enter the market of your choice. Your data must be made relevant to the company and country.
You are required to produce a business report that demonstrates your understanding of key aspects of PESTEL analysis. The report should be of relevance to the organisation and be of interest to the Chief Executive (or equivalent). The advice, based on the PESTEL analysis, will be an important contributor in the decision to enter your chosen market.
The report should have:

  •  an effective Executive Summary
  •  a sound theoretical and conceptual perspective of PESTEL, containing evidence of critical debate with reference to appropriate academic literature
  •  sound examination of PESTEL factors that the company will need to consider
  •  an effective practical foundation, which makes management recommendations.

You MUST NOT contact the company or its employees or agents at all.
Presentation of PESTEL data in Tables will NOT count within the word count. The Executive Summary, Titles and Reference list also do NOT count within the word count.

Supplementary and Support Information can be viewed in this video. The information in this video forms an integral part of this assignment brief and is treated as such in assessment, grading and feedback:
https://northampton.mediaspace.kaltura.com/media/MKTM028+AS1+FeedForward/1_2360gkwb (10mins), plus supplementary information
https://northampton.mediaspace.kaltura.com/media/MKTM028+AS1+FeedForward+Supplementary+Info/1_t8rdgs7a (3mins).
Assessment Submission
You must submit your work to the ‘Submit your work’ area of the Module NILE site. It is important that you submit your work to the correct module NILE site, and that your work is submitted on time by 23.59h (UK local time) of the submission date.
You must submit BOTH a pdf version and a word doc version to the correct submission points on NILE. Failure to do so will be penalised by reduction of the grade by 10%.
The work will be submitted in business report format and should be 2000 words, +/- 10% (excluding Executive Summary, Contents page, titles and references list). University policy regarding the presentation of references must be followed.
Word limits will be inline with Assessment and Feedback policy, which states that where the submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment. Abstract, Executive Summary, Bibliography, Reference list, Appendices and Footnotes are excluded from any word limit requirements.
Where a submission is notably under the word limit, the full submission will be marked on the extent to which the requirements of the assessment have been met.
If you have a problem with submitting to NILE email both versions to your local tutor immediately, and certainly before the submission deadline.
Academic Practice
This is an individual assignment. The University of Northampton policy will apply in all cases of copying, plagiarism, academic misrepresentation, or any other methods by which students have obtained (or attempted to obtain) an unfair advantage.
Support and guidance on assessments and academic integrity can be found from the following resources:

Viva Voce
All students should be prepared to undertake a viva voce to support their submission.
The University and Module team reserve the right to undertake an oral exam at any time.
Timely preparation and submission of assessments is your responsibility. The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated. Please refer to Appendix I of the Post Graduate Handbook for advice on extensions.
Extensions will only be given on good grounds, not for poor planning or IT issues. Extensions will NOT be given within 3 days of submission, without very good reason.
Mitigating Circumstances
For guidance on Mitigating circumstances please go to https://www.northampton.ac.uk/about-us/governance-and-management/university-policies-procedures-and-regulations/ where under Student Issues you will find detailed guidance on the policy as well as guidance and the form for making an application.
Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date.
Late submission of work
If an item of assessment is submitted late and an extension has not been granted, the following will apply:
Within one week of the original deadline– work will be marked and returned with full feedback, and awarded a maximum bare pass grade of C-.
More than one week from original deadline– maximum grade achievable LG (indicating late no grade).
Assessment Guidance: See below.
Learning outcomes
On successful completion of the module, participants will be able to:
Knowledge and Understanding
b) Critically select and apply relevant marketing theories, conceptual models and frameworks in the development of marketing strategies within a dynamic business environment to produce superior marketplace performance.
c) Demonstrate knowledge applied to evaluate marketing practice in relation to the cross-functional aspects of business & management with the goal of enhancing long-term shareholder value
Subject Specific skills
d) Synthesise complex organisational based information, together with dynamic external data into effective marketing lead strategies.

Key Skills
f) Make discriminating use of a range of learning resources in order to solve organisational marketing related problems
g) Communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.
Assessment criteria
Please consult the Assessment Matters section of the Common Academic Framework - Student Guide for information on the general grading criteria.
In order to gain a good pass for this assignment at this level students are expected to pay attention to the following generic grading criteria.


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With respect to the current environmental situation of the world artist Daan Roosegaarde along with a Chinese company has introduced a concept of pollution eating bikes. He has partnered with an American company named ABC bicycle (Americasbikecompany.com, 2018).

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