Assessment
Learning Outcomes Evidenced by this assignment: 1,2,3,4,5
At the end of this Module, students will be able to:
Knowledge
1. develop a critical understanding of the marketing theory and practices, what it means to consumers and society
2. explore the global challenges and latest trends in marketing
Thinking skills
3. critically evaluate marketing theory and practice and examine their impact on society
Subject-based practical skills
4. develop strategic understanding of marketing practices and ability to analyse and forecast patterns in the market
Skills for life and work (general skills)
5. diagnose and evaluate managerial responses to given situations and discuss possible strategic solutions; develop problem solving skills and communication skills
Individual Coursework (Weighting: 70% of the total grade)
The business world is facing many challenges. Prominent among these are shortage of raw materials, unethical practices, challenges on logistics and distribution of goods and services, as well as access to timely and reliable marketing communication messages among others. As a way of enlightening the audience on these issues and the solution, you have been invited as one of the two speakers at an event to deliver a paper to a mixed audience of students and academics of a prestigious UK university as well as some business practitioners from various countries who have been specifically invited for this programme. You have been advised to choose a topic between these two options, while the second speaker will speak on the other:
a) A critical evaluation of the role of technology in the contemporary marketing
b) Sustainable marketing: The good, the bad, and the ugly.
The committee that invited you specifically indicates that you should write a 2000 words report on this the chosen topic that will convincingly emphasise your points on this important and contemporary issue. Given the nature of the audience, it has been specifically indicated that you should support your claims with academic literature, tables, graphs, examples, and illustrations as deemed appropriate. Prepare a well-written report that will show your expertise and good understanding of this topic and be of value to this mixed audience.
Assessment criteria (Individual coursework)
Items Criteria Grade %
1. Good introduction
Background information about the chosen topic and presentation of the objective of the task
20
2 Comprehensive research, use of journal articles/academic materials, and Critical analysis of the ideas:
Comprehensively researched,
Identify the relevant concepts,
Demonstrate good understanding of main academic theories and evidence of critical thought.
The use of supporting data/evidence of the claims made 35
3. Practical/managerial implications of the chosen topic.
Discussion of the relevance of the topic to the society and business organisations
25
4. Quality of discussion
Clarity of writing
Conclusion 10
5. Structuring, citation and referencing technique
Consistency with the prescribed presentation format
Correct in-text citation
Harvard referencing 10
TOTAL
100
a) Guidance on referencing
As a student you will be taught how to write correctly referenced essays using standard Harvard referencing system from Cite Them Right . Cite them Right is the standard Harvard referencing style. This book will teach you all you need to know about Harvard referencing, plagiarism and collusion. The electronic version of “Cite Them Right: the essential referencing guide” 9th edition.
b) Details of submission procedures:
Your individual coursework should be word processed in accordance with the following key guidelines:
• Font style, Lucida Sans, font size 12
• 1.5 line spacing.
• The page orientation should be ‘portrait’
• Margins on both sides of the page should be no less than 2.5 cm
• Pages should be numbered
• Your name should not appear on the paper.
• Your student number should be included on every page.
• Please use the front sheet provided
• Indicate the word count on the front sheet