Individual Assignment Brief & Instructions
Module: Marketing
Module Code: QB 2007
Date of Issue: 25th October, 2020
Submission Deadline: 12pm, Sunday 22nd November 2020
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General Instructions:
Word Count: 1, 000 words. This excludes, Cover Sheet, Table of Contents, References and Appendices. Word count should not be exceeded (an allowance of +/ – 10% of the stated value is allowed).
Referencing: The Harvard Reference Standard should be used for all submission. For guidance on use please see this guide: Harvard Referencing Standard Guide
Figures & Tables: All figures and tables should have a number, clear description and note any source reference(s) used in their creation.
Presentation and Submission of Assignment:
1. Assignments should be typed using 11-point font size (Arial), with 1½ line spacing and a 4 cm margin on the right-hand side of the page. All pages must be numbered.
2. Your briefing note must be submitted via MyAberdeen by 12pm on Sunday Thursday 22nd November, 2020.
IMPORTANT: ALWAYS RETAIN AN ELECTRONIC COPY OF YOUR ASSIGNMENT
Individual Assignment Task: Critically evaluate a marketing model/concept of your choice.
Critical Briefing Note
The critical briefing note should be an individual piece of work consisting of approximately 1, 000 words (plus or minus 10%, not including references). You may base your note on any marketing model/concept that you have been introduced to on the course. However, it would be beneficial if you were to conduct further background research and make comprehensive recommendations to support your central line of discussion.
You should, where appropriate, make reference to academic journal articles or examples derived from contemporary marketing practice where insight may support your analysis. If you include statistical data this must also be correctly referenced and these sources, together with any academic or reported material, must be included in a reference section attached to your report.
Submission date:
Critical briefing notes must be submitted via MyAberdeen by 12pm on Sunday 22nd November, 2020.
Please ensure you use the Harvard Referencing Standard.
For guidance on the Harvard Referencing Standard, please see this guidebook: https://libweb.anglia.ac.uk/referencing/files/Harvard_referencing_2016.pdf
Essay to be submitted in either MS Word.
Specifications and Requirements:
The critical briefing note must have a completed Submission Cover Sheet accompanying it.
Note: Late submissions will receive a penalty as per the University‘s Regulations and Guidelines.
Your answers to the question will be assessed on the basis of: Structure, Content and Presentation.
In terms of the Structure, students are reminded that critical briefing notes should be written in a business like, professional style with an executive summary, and points and ideas clearly enumerated and explained. Think about the structure of the note with particular focus on the sections that you think are important. Don’t forget to include a conclusions and recommendations section. You may also want to include an appendix section for additional and supporting material that may be of use to the reader.
In terms of the Content, students must demonstrate: [i] knowledge of the marketing model/concept in question; [ii] the ability to search out additional (relevant) material to that given in the lecture; [iii] the ability to collate material into logical and coherent lines of reasoning in a critical and analytical fashion; and [iv] the ability to inform the reader whilst answering the question.
In terms of Presentation, your critical briefing note should be typed. All Figures, Charts and Diagrams must be labelled and referred to in your text.
Finally, please ensure that your work is written in your own words. A written piece of work cannot be a simple ‘cut and paste’ of material found on the web or in journals or books. Moreover, you must accurately acknowledge the contributions of others (i.e. your work must properly reference quotes, ideas etc.). A full list of the references you use (listed alphabetically and by surname) must be included at the end of your work – use the Harvard Referencing System.
Stephen Fettes (October, 2020)
QB 2007 Marketing – Individual Assessment
Critical Briefing Document – Grading Rubric
Students will be able to explain concepts/models in the context of marketing.
Trait Does not meet expectations Meets expectations Exceeds expectations CGS Grade
Explanation of marketing concepts/models Limited explanation of marketing concepts/models. Ability to explain marketing concepts/models. Demonstrable ability to understand and critically reflect upon marketing concepts/models.
Depth of knowledge of marketing concepts/models. Limited depth of knowledge of marketing concepts/models. Ability to understand marketing concepts/models. Demonstrable ability to understand marketing concepts/models in detail.
Ability to use concepts/models to transform marketing practice. Limited ability to use concepts/models to transform marketing practice. Ability to use concepts/model to transform marketing practice. Demonstrable ability to clearly use concepts/models to transform marketing practice.
Students will be able to engage with academic and practical insight in the context of marketing.
Trait Does not meet expectations Meets expectations Exceeds expectations CGS Grade
Ability to search out additional relevant material to that given in the lecture Limited ability to identify additional relevant material. Ability to identify relevant additional material from academic journal articles and/or industry insight. Demonstrable ability to identify a range of relevant additional material from academic journal articles and/or industry insight.
Ability to collate material into logical and coherent lines of reasoning in a critical and analytical fashion Limited ability to use material to construct a logical and coherent line of reasoning. Ability to use material to construct a logical and coherent line of reasoning. Demonstrable ability to use material to construct a logical and coherent line of reasoning.
Ability to inform the reader whilst answering the question Limited ability to answer the question. Ability to answer aspects of the question. Demonstrable ability to answer the question
Students will gather information and use it to modify concepts/models.
Trait Does not meet expectations Meets expectations Exceeds expectations CGS Grade
Know the difference between an appropriate and inappropriate source. Limited knowledge of the difference between an appropriate and inappropriate source. Some knowledge of the difference between an appropriate and inappropriate source. Detailed knowledge of the difference between an appropriate and inappropriate source.
Use appropriate information to evaluate the applicability of concepts/models. Limited use of appropriate information to evaluate the applicability of concepts/model. Some use of appropriate information to evaluate the applicability of concepts/models. Detailed use of appropriate information to evaluate the applicability of concepts/models.
Use appropriate information to modify business management concepts/models. Limited use of appropriate information to modify business management concepts/models. Some use of appropriate information to modify business management concepts/models. Detailed use appropriate information to modify business management concepts/models.
Students will choose project topics to reflect their personal strengths.
Trait Does not meet expectations Meets expectations Exceeds expectations CGS Grade
Identification of topic of interest. Limited ability to identify a topic of interest. Some ability to identify a topic of interest. Detailed ability to identify a topic of interest.
Demonstration of depth of understanding. Limited demonstration of depth of understanding. Some demonstration of depth of understanding. Detailed demonstration of depth of understanding.
Realisation of scholastic ability. Limited realisation of scholastic ability. Some realization of scholastic ability. Detailed realisation of scholastic ability.
KEY: Does not meet expectations – 8 or less: Meets expectations = 9 – 17: Exceeds expectations = 18 or more.
Further Comments
Marker: Overall Grade: