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Marks and Feedback
Before 10am on:
20 working days after deadline (L4, 5 and 7)
15 working days after deadline (L6)
10 working days after deadline (block delivery)
Unit title & code
Strategy and the Global Competitive Environment BSS058-6
Assignment number and title
1: Report on a Contemporary External Strategic Environment
Weighting of assignment
Size or length of assessment
10-15 minute presentation (narrated presentation in either audio or video format) supported by
Unit learning outcomes
1. Nature and purpose of strategy, strategic analysis, its theoretical underpinnings and implications for
marketing. Demonstrate an, analytic and persuasive understanding of the strategy process
2. Think strategically and increased confidence handling and discussing complex, current events;
Deploy analytical tools of strategic and marketing management, synthesise, evaluate and develop
appropriate strategic and marketing options.
What am I required to do in this assignment?
You will produce an artefact in the form of a narrated presentation in either audio or video format that presents plausible scenarios for a
selected industry. You will do this in the role of a consultant to a company that has requested that you develop the scenarios. These will be
based on thorough analysis and will employ suitable a scenario planning technique. The presentation will be supported with detailed notes
that show the development of the analysis and the scenarios.
Produce a narrated presentation in either audio or video format presenting 4 future scenarios for a selected industry. In support of your
presentation you must produce detailed and organized notes (up to 2,400 words) that show development of the scenarios and detail the
analysis behind their development. The Scenarios should be developed using appropriate techniques (covered in the unit) on based on
thorough analysis of current trends and take into account informed opinion about potential future developments (evidenced in your notes).
The analysis should be conducted using appropriate tools selected from your Strategy Toolbox.
The presentation format is relatively flexible and potential formats will be discussed in Week 1.
The notes will be organized in the template that will be provided in the unit.
Details of submission will be posted on BREO in the Assessment and Feedback section
What do I need to do to pass? (Threshold Expectations from UIF)
Collect and critically analyse, to an acceptable level, relevant data to identify and analyse the given strategic environment from the
perspective of a real firm select and apply relevant strategic frameworks or approaches to generate critical insights relevant to the
Note: You do not analyse the firm but you will find it useful to identify a firm in order to select a particular industry for this assignment.
In this assignment there is no need to make reference to the firm.
How do I produce high quality work that merits a good grade?
Produce a professional and compelling evaluation of a contemporary external environment and develop alternative scenarios based on
this analysis. Produce detailed evidence notes showing the analysis that informs the development of the Scenarios. Assignments
attracting the highest marks will be focused, analytical and evidenced thoroughly.
The video should be presented professionally. A range of formats is possible and these will be discussed in Week 1. Make sure that your
submission is analytical throughout and draws on a good range of quality sources. You should include reference section in your notes
You will need to interpret the brief and remember that the work will help to inform your A2. You will attract marks for good, critical
analysis. Make strategic judgments and produce a convincing presentation. Organise your work and communicate professionally. Please
ensure your submission is all your own work. Poorly referenced work or work purchased from an external source will result in the work
being submitted as a potential academic offence.
In summary, to achieve the highest marks you will need to evaluate and critically analyse. The assignment needs focus and to provide
clear articulation of the scenarios.
How does this assignment relate to what we are doing in scheduled sessions?
The sessions are about thinking strategically and making strategic judgments about both the changing world around us and
the strategies of all sorts of organisations in a variety of uncertain contexts.
How will my assignment be marked?
Your assignment will be marked according to the threshold expectations and the criteria on the following page.
You can use them to evaluate your own work and consider your grade before you submit.
Pass – 40-49%
Pass – 50-59%
Commendation – 60-69%
scenarios. Is likely to
A good assignment
Clearly articulates the
scenarios. May tend to the
A professional assignment
organized and communicated
well. Each scenario is articulated
and explained clearly and
A professional assignment
organized and communicated to
a high standard. Explains the
scenarios and clearly
2 Use of
Addresses the task
set Scenarios are
developed using a
limited range of
and may reveal some
errors in their
Addresses the task set.
Makes use of some
strategy tools to develop
the scenarios. Strategic
issues are covered but
there may over emphasis
Addresses the task set.. Scenarios
are based on application of
appropriate strategy tools.
Emphasis is balanced towards
strategic analysis rather than
Addresses the task set in a
comprehensive fashion. Clear and
focused scenarios based on
rigorous application of
appropriate strategy tools that
have been appropriately linked to
gain insight. Emphasis is placed
firmly on strategic analysis rather
shows that makes use
some use of analysis
to develop scenarios.
Tending towards the
which shows some
strategic insight into the
Scenarios are developed
and they are largely based
on analysis. The range of
scenarios may be too
narrow. The lack of
tends to make the
scenarios less plausible
Critical evaluation which shows
strategic insight into the
identified external environment,
The comparison between
scenarios is presented in a useful
way to support the narrative
The assignment represents a
piece of analysis generation of
scenarios that are identifiably
different but also plausible.
Critical and sophisticated
evaluation which shows strategic
insight into the identified
external environment. The
comparison is presented in such a
way that it really drives the
insights generated. The
assignment represents a strong
piece of analysis that develops
scenarios that include extremes
that are still plausible and
conveyed in a concise but
Notes are provide but
tend to be descriptive
and reflect a limited
range of sources.
The notes are well ordered
and follow the
requirements of the
template. References are
provided but may be
Detailed notes are provided that
closely follow the requirements
of the template and clearly
indicate a wide range of research
in the references. Notes show
Extensive notes are provided.
These exactly follow the
requirements of the template.
These indicate an extensive range
of up to date sources. Shows
limited in range.
the logic behind the development
of the scenarios
excellent use of appropriate
methods that help develop some
originality of insight.