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Faculty of Business and Law


Module Code Level Credit Value Module Tutor


7 20 Dr Lim Keai

Assessment Brief

Assessment title:

AS1 Opportunity Analysis


Monday 7 March 2022

Weighting: 40%

Feedback and Grades


Monday 21 March 2022

Resit Date:

Please see NILE

Please read this assessment brief in its entirety before starting work on it.


The Assessment Task

Carry out an Opportunity analysis for a new venture creation.

Writing an Opportunity analysis (or feasibility study) can help finalise your business idea, and to check

it against the initial perception of the market-place. Feasibility study is a first draft of ‘nature of the

business’ proposal that can allow further investigations and calculations to be based.

Please use the template provided with this assignment (see NILE).

Learning Outcomes

The learning outcomes that are being assessed in this assessment are:

a Select and apply academic literature, industry sources and models to examine and analyse

markets and industries to identify opportunities for the development of a new business


c Demonstrate the capacity for original thinking through the identification and evaluation of

an unexploited market opportunity.

Your grade will depend on the extent to which you meet these learning outcomes in the way

relevant for this assessment. Please see the grading rubric at the end of this assessment brief for

further details of the criteria against which you will be assessed.

Word Limits (where appropriate)

The maximum word limit for this assessment is 1600 words

In accordance with the Assessment and Feedback Policy, as stated in section 4.40 where a

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 item. Abstracts, bibliographies, reference lists, appendices and

footnotes are excluded from any word limit requirements.

In line with section 4.41 of the same Policy, where a submission is notably under the word

limit, the full submission will be marked on the extent to which the learning objectives have

been met.

Assessment Support

Assessment support will be provided through Virtual Classroom environments and F2F.

Generic Grading Criteria

You will find the generic grading criteria for achievement at University Grading Criteria. Also

explained here are the meanings of the various G grades at the bottom of the grading scale.


Assessment Submission

To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the

relevant submission point to upload your report. The deadline for this is 11.59pm (UK local time)

on the date of submission.

Written work submitted to TURNITIN will be subject to anti-plagiarism detection software. Turnitin

checks student work for possible textual matches against internet available resources and its own

proprietary database.

When you upload your work correctly to TURNITIN you will receive a receipt which is your record

and proof of submission.

If your assessment is not submitted to TURNITIN rather than a receipt you will see a green banner

at the top of the screen that denotes successful submission.

N.B Work emailed directly to your tutor will not be marked. The only exception to this is

when you are instructed to do so because TURNITIN is down.

Late submission of work

For first sits, 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.

• More than one week from original deadline – maximum grade achievable LG (L indicating



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.

For full details please refer to the Extensions Policy. The module leader can, where appropriate,

authorise a short extension of up to two weeks from the original submission date for first sits only.

Mitigating Circumstances

For guidance on Mitigating circumstances please go to Mitigating Circumstances where 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


Plagiarism and Academic Integrity

Unless this is a group assessment, the work you produce must be your own with work taken from

any other source properly referenced and attributed. The University of Northampton policy will apply

in all cases of copying, plagiarism or any other methods by which students have obtained (or

attempted to obtain) an unfair advantage.


If you are in any doubt about what constitutes plagiarism or any other infringement of academic

integrity, please read the University’s Academic Integrity and Misconduct Policy. For help with

understanding academic integrity go to UNPAC and follow the Top Tips for Good Academic

Practice on the student hub.

Please note that the penalties for copying work from another source without proper

referencing are severe and can include failing the assessment, failing the module and

expulsion from the university.

Feedback and Grades

These can be accessed through clicking on the Feedback and Grades tab on NILE. Feedback will be

provided by a rubric with summary comments.


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