BMGT2002 Marketing Insight BMGT2002 Assignment 2 Individual Report Assignment 2 Individual Report Word Limit or equivalent (e.g. time) 1250 Weighting 50% Learning Outcomes Assessed 1) Evaluate website performance using

1) Evaluate website performance using knowledge and understanding of website analytics

2) Translate a marketing problem into an attainable research objective

3) Demonstrate knowledge and understanding of the concepts and process of marketing research4) Propose a basic market research study

What do I need to do to make a success of this assignment?

In 1250 words, you are required to adopt the role of a marketing analyst who has been asked to review website performance data and identify marketing priorities. Based on these priorities, you must develop a plan for gathering further marketing insight, specifying what the research objectives and methodological procedure(s) would be. Attending each session will maximise your opportunity to make a success of this assignment.

How should I present my work?

Text should be either 11 or 12 font, Calibri or Arial, and should follow the structure:

1. Website performance (300 words)

2. Research proposal (950 words)

3. References (use the University Harvard referencing system, support is available through the library

University of Worcester References) Please see case study for more details.

How can I obtain guidance on my assignment?

Students will be able to receive feedback on either an assignment plan or a short piece of text (no longer than one side of A4) to enable you to obtain guidance on the overall structure and direction of your assignment. You should submit this no later than one day prior to a pre-booked tutorial during week 12 to enable the tutorial time to be used effectively to give feedback. Draft work will not be read during tutorial time. Feedback will only be provided during a tutorial (not by email).

How and when do I hand my assignment in?

Your work must be word-processed/typed and should clearly show your student number. You should submit your work by the 3pm deadline on Friday January 16th 2026. You should submit your work to Blackboard which is available via MyDay. You are required to keep a copy of work handed in. See the separate Assignment Support Information document on Blackboard for help on how to submit or what to do if you are having trouble submitting your assignment.

How will my assignment be marked?

Specific marking criteria for your assignment is provided in the Grading Matrix within this document. You are strongly advised to check your completed work against the Grading Matrix to ensure have completed all areas required before you submit it. You should also ensure you adhere to the word limit / word count stated in your assessment brief document, details of which can be found in the University’s Assessment Policy

Use of Generative Artificial Intelligence

(Gen AI)

We are aware of the benefits that the responsible use of Generative Artificial Intelligence (GenAI) tools can bring. However, where it is deemed that there has been inappropriate or unethical use of GenAI to generate assignments either wholly or in part, this is classed as academic misconduct and will result in academic misconduct proceedings being brought. Use of Generative AI must be expressly permitted by your module leader. *Please refer to the library services Artificial Intelligence webpage for information about what is classed as ethical and appropriate use of AI.

If you’re unsure and want some advice, please contact your module tutor, module leader or personal academic tutor for guidance.

GRADE

Application of understanding to interpret marketing analytics data

Knowledge and understanding of market research methodologies

Standards of written English/ spelling, punctuation and grammar

Referencing

A

Evidence of strong conceptual understanding applied to analytical evaluation and interpretation of marketing data

Exceptional breadth and depth of knowledge together with very strong clear independent critically evaluative

understanding. Exceptional discussion of how the topic could be explored using research methodologies. Excellent detail provided relating to data collection and best practice.

Supported by a broad range of high quality sources.

Excellent communication skills demonstrating clarity, and coherence that is well judged through high standards of written English/ spelling, punctuation and grammar used accurately to ensure ideas are communicated effectively

Harvard method correctly used for all references, in-text and in list.

B

Evidence of thorough conceptual understanding applied to the evaluation and interpretation of marketing data

Knowledge demonstrates thorough depth and breadth of learning together with independent critically evaluative understanding. Strong discussion of how the topic could be explored using research methodologies. Good detail provided relating to data collection and best practice. Supported by some high-quality sources.

Very good communication skills demonstrating clarity and coherence through very good standards of written English/ spelling, punctuation and grammar used accurately to ensure ideas are communicated effectively

Harvard method used correctly for most references in- text and in list.

C

Evidence of sound application of conceptual understanding and some evaluation to interpret marketing data

Knowledge demonstrates good depth and breadth of learning together with emerging independent critically evaluative understanding

Good discussion of how the topic could be explored using research methodologies.

Good detail provided relating to data collection and best practice. Supported by a range of credible sources.

Good clear communication perhaps with some minor weaknesses through good standards of written English/ spelling, punctuation and grammar used accurately to ensure ideas are communicated effectively

Harvard method used correctly for most references in- text or in list.

D

Evidence of some ability to apply conceptual understanding to marketing data but limited evidence of evaluation or interpretation

Knowledge sufficient to demonstrate sound learning with some standard critically evaluative understanding. Adequate discussion of how the topic could be explored using research methodologies. Sufficient detail provided relating to data collection and best practice. Supported by some credible sources.

Competent communication with some weaknesses through competent standards of written English/ spelling, punctuation and grammar used accurately to ensure ideas are communicated effectively