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Word count or equivalent: 1400 words

Assessment briefing: It is essential for marketers to
understand the implications of changes in the macro and micro environment. Critically appraise all
elements of the PESTLE analysis and how marketers should adapt to changes. Provide specific UK
examples from your industry to illustrate each point of the PESTLE analysis.

Assessment criteria:
The following learning outcomes are assessed in this assignment: L01, L02, L03, LO4,

Criteria:
Understand what the question is asking you to do Introduce the essay – what you are going to write about Find
and select the relevant information Distinguish between evidence and opinions Use examples from
industry to illustrate your points Plan and structure the information so that different points of view
are presented Include a word count at the end of the essay. Essay 1500 words – You must stay within
10% +/- of the word count (does not include the bibliography) Must be written in essay format –
Introduction, main body, conclusion and references. No headings or sub-headings You must answer
the question Conclude your essay with reference to the question. Construct a bibliography following
the Harvard system Form I – Module Study Guide template – Sept 2015 Page 13 of 25 Write clearly
and concisely using plain English Check grammar and spelling (English UK, not English US) You must
include relevant academic theory All references and bibliography must be in Harvard Convention
(minimum 15 sources)

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