Assessment Guidelines
Learners of EduQual qualifications must complete the tasks given in the assignment brief approved by
EduQual. Learners are able to request assistance from tutors about completing the tasks, mark
schemes and grade descriptors. Learners are expected to adhere to policies and guidelines set out by
the centre which includes word/page/slide count, and plagiarism/collusion.
Context
Learners are required to refer to the guidance notes and assignment brief in order to present an
answer that would fall within the required context.
Confidentiality
Learners must seek permission and advice when using organisational/business information that would
be considered sensitive or confidential within their assignments. If the organisation’s consent is given,
and anonymity is a given requirement of the organisation, then the learner must respect this.
Assessment Criteria and Mark Sheets
The assignment brief will include the mark scheme along with grade descriptors for learners to refer
to if needed. The guidance notes before the assignment questions should be used for reference in
order to ensure that learners are equipped with the information and formats required. Learners are
requested to obtain necessary advice on assignment context, format and other supporting
information to clarify and help understand the requirements.
The assessment criteria and the mark sheets will help learners identify how and where the marks have
allocated and allow them to structure their answers accordingly.
Tutor Guidance
Learners are allowed one piece of feedback for draft answers they present. Any subject-related
questions relating to the module can also be directed to the tutor.
Word Count
It is mandatory that learners adhere to the specified word count given in the assignment brief within
a margin of -/+10%. For certain tasks, the assignment brief may specify the page count depending on
the task requirement, and although a word count may not always be applicable for these, the page
count must be adhered to at all times. All tables, charts, diagrams, referencing (in-text) will be
considered a part of the assignment word count.
If the task requires learners to make a presentation, the word count will only be applicable to the
notes provided. The assignment questions may also specify the number of slides, in which case the
learners are also required to adhere to this.
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Page 3 of 7
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Any supporting documents used to reinforce a learner’s answer need to be attached at the end of the
report as appendices. Such supplementary material will equip the examiner with the required
background knowledge on the information provided within the report. However, these will not be
considered for grading nor as part of the word/page count.
All assignments submitted with clear disregard for the stipulated page/word counts may be
discounted, and the learners may have to resubmit his/her work for assessment pending
revision/review of their work.
Referencing and Professionalism
To ensure that learners follow a professional stance at all times, they must:
• Use the Harvard system of referencing for all citations and references (including in-text)
• Use professional, formal English in presenting their work
• Refrain from writing in a first-person perspective (i.e. ‘I’, ‘We’, ‘Me’, etc. should not be used
within the answer).
Learners should bear in mind that marks are awarded for professional format and presentation, and
that considerable marks can be awarded for validity and quality of referencing. Therefore, referencing
and professionalism will be assessed in every task.
Plagiarism and Collusion
Plagiarism and collusion will be considered an academic offence and will be dealt with as a serious
issue.
Plagiarism can be defined as: the presentation of the work of another author without appropriate
referencing and/or attribution (leading to the false assumption that the learner is the originator of the
text).
Collusion can be defined as a circumstance in which: two or more learners present work with distinct
similarities in concept and ideas.
Learners must have access to valid anti-plagiarism software (e.g. Turnitin) to assess ‘similarity index’
between their work and work that has been published elsewhere. This Turnitin report must be
submitted along with their final assignment scripts for reference purposes.1
Excessive referencing (i.e. where unneeded/irrelevant) will also be considered an academic offence,
which will lead to learners being penalised in marks awarded for structure and format of their work
or, in serious cases, leading to the work of learners being discounted as unfit for assessment. Such
matters will be decided by academic panel along with EduQual.
1 Note that centres must provide their learners with access to anti-plagiarism software or else submit learners’ work for
analysis upon receiving learner assignment scripts. In either case, an anti-plagiarism report must be included with the
submission of any learner work for assessment.
Copyright © EduQual Ltd. 2019
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Task 1
Generate ideas for an innovative product or service. Focus on the following key steps:
a) Idea generation
b) Opportunity evaluation and SWOT
c) New product/service planning
d) Market research for the new idea
[Unit: Entrepreneurship and Innovation: Learning Outcome (LO): 1]
Task 2
a) Select a target market for the new product/service
b) Analyse the target market and select an appropriate market segment
c) Identify one main customer group for your new product/service and explain each element of
their consumer decision-making process
d) Explain how ethical issues can affect the relationship between your organisation’s marketing
mix for the new product or service and the behaviour of its consumers
e) Evaluate the impact of the marketing mix’s 4 Ps on consumer behaviour for your selected
market
[Unit: Entrepreneurship and Innovation; LO2. Unit: Consumer Behaviour; LO2 and LO3]
Task 3
Develop a marketing and integrated promotional plan for the new product/service to meet the
needs of your organisation’s global target markets. This plan must clearly show:
a) Communication processes and current trends in advertising and promotion, including the
impact of ICT and the internet
b) Measurable goals and objectives
c) Strategies for monitoring and control of the marketing and promotional plan
[Unit: Marketing Communications:; LO1 and LO3]
Assignment Word Count
Max. 6000 words across all tasks
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