Writers Den

UNIVERSITY
OF CHESTER

FACULTY
OF BUSINESS, ENTERPRISE AND LIFELONG LEARNING

INTERNATIONAL
PROGRAMME

ACADEMIC
YEAR 2015/16

AUGUST
– OCTOBER 2015 ASSESSMENT PERIOD

Module Code:	BU7202
Level:	7
Module Title:	MARKETING MANAGEMENT IN THE GLOBAL ENVIRONMENT
Assessment Type:	One assignment of 4,000 words
Maximum Word Limit:	4,000 words +/- 10%
Submission Date:	19 November 2015 MIDDAY
Submission Method:	Online via student portal

INSTRUCTIONS TO
CANDIDATES:

Assessment
Type: Written assignment

Maximum
Word Limit: 4,000

Assessment
Weighting: 100% weighting

This is an assignment paper of 4,000 words in length.

It requires the application of theory to practice and breadth of
understanding and depth of critical evaluation. The assignment will require
analysis and evaluation of the nature of marketing management and be informed
by theory and appropriate practice.

Use report format.

Provide references
in the text and in the bibliography.

Use APA format for
references.

Please
consider the following slides:

SLIDE 1

SLIDE
2

ASSIGNMENT QUESTION:

SLIDE
3 – ASSIGNMENT REQUIREMENTS

TOTAL FOR ASSIGNMENT = 100
MARKS

Marks will be awarded as
follows:

–
Introduction and conclusion (400 words – 10
MARKS);

–
Consideration of the market including
market research around the size and nature of the specific market (1,200 words
– 30 marks) ;

–
Delivery mechanism required for the market
(1,200 words – 30 marks);

–
Marketing mix (1,200 words – 30 marks).

Learning Outcomes to be
achieved:

Students will be able to:

L1. Critically devise and plan a complex marketing
strategy which incorporates effective decision making and integrates theory and
practice.

L2. Demonstrate the importance of using analytical and
logical skills in the application of marketing concepts to the development of
marketing strategies and plans

L3. Comprehend, evaluate, and demonstrate a critical
awareness of the value of marketing management in business organisations and of
how marketing tools and techniques may apply to marketing situations and
discuss how these may be used in particular situations

L4. Analyse the marketing environment, understand
customers and identify opportunities (and threats) in the market place;

L5. Develop and demonstrate a critically evaluative and
systematic approach to the use of research in the development of marketing
strategies for organisations in different market positions and in the evolution
of marketing practice.

Assessment and Reassessment Components and Weighting

An assignment paper of 4,000 words in length. It requires the
application of theory to practice and breadth of understanding and depth of
critical evaluation. Assignment will require analysis and evaluation of the
nature of marketing management and be informed by theory and appropriate
practice.

Assessment weighting:-100%

Learning outcomes:-1, 2, 3, 4 and 5.

All
of the learning outcomes for the module have been covered in Part (a) and Part (b)
of the assignment set combined.

Methods
of Reassessment:

The student will be
reassessed only on the component or components, which they have failed within a
module. Where it is difficult to replicate the exact assessment (i.e. a group
assessed piece of work), a task that is equivalent or proportionate to the
original, will be set. This will be designed to meet the required learning
outcomes.

Guidance
notes

You must clearly demonstrate knowledge and
understanding from research and reading wider than that contained in the core
textbooks. This is a report and must be presented in report format and style.
This is an academic piece of work therefore you are expected to link theory and
practice. You should take care to ensure that the work you submit has a high
standard of presentation. You must acknowledge the sources of information and
evidence using the Harvard referencing system. All assignments are subject to the University’s regulations on
plagiarism and must be submitted in electronic form for checking.

Guidelines:

1. All assignments should be presented in
   the form of a report, NOT an essay.
2. Assignments will be graded on the
   basis of:

i)
research done

ii) analysis
of the facts collated

iii) position
taken and

iv) the
justification of the position

1. All research must be referenced. A
   Reference List and a Bibliography MUST be attached. APA system of
   referencing MUST be followed.

ASSIGNMENT
MARKING CRITERIA

MARK	29 or less	30 – 39	40 – 49	50 – 59	60 – 69	70 +
CONTENT: Has the question been answered?	Vague, random, unrelated material	Some mention of the issue, but a collection of disparate points	Barely answers the question – just reproduces what knows about the topic	Some looseness/ digressions	Well focused	Highly focused
TOPIC KNOWLEDGE Is there evidence of having read widely and use of appropriate and up to date material to make a case?	No evidence of reading. No use of theory – not even hinted at implicitly.	No evidence of reading. An implicit hint at some knowledge of theory, etc.	No evidence of reading. Very basic theories mentioned but not developed or well used.	Some reading evident, but confined to core texts.	Good reading. Good range of theories included.	Excellent reading. Well chosen theories.
UNDERSTANDING & SYNTHESIS Are ideas summarized rather than being reproduced, and are they inter-related with other ideas?	No theory included.	Vague assertions/poor explanations.	Long winded descriptions of theory.	Some long winded sections. Some quotations, but stand alone. Some inter- connections.	Good summary of theory. Good use of quotations that flow with narrative. Good inter-connections.	Succinct, effective summaries of theory. Excellent choice and threading of quotations into argument. Good counterpoising of a range of perspectives.
APPLICATION Does it show appropriate use of theory in a practical situation?	No examples	No/limited/ inappropriate examples	Few examples	Uneven examples	Good examples	Excellent range of examples.
ANALYSIS Does it identify the key issues, etc in a given scenario, proposal or argument?	Vague assertions about issues.	Largely descriptive with no identification and analysis of central issues.	Limited insight into issues.	Some good observations.	Good, detailed analysis.	Comprehensive range of issues identified and discussed fully.
EVALUATION & RECOMMENDATIONS Does it critically assess material? Are there a workable and imaginative solutions?	No evaluation.	Uncritical acceptance of material.	Some evaluation but weak. Little insight.	Good interpretation. Some but limited sophistication in argument.	Good critical assessment. Independent thought displayed.	Full critical assessment and substantial individual insight.
REFERENCING Thorough and accurate citation and referencing	No referencing	No referencing	Limited/poor referencing	Some inconsistencies in referencing	Appropriate referencing	Appropriate referencing
PRESENTATION Logical and coherent structure to argument and effective presentation	No structure apparent. Poor presentation.	Poor structure. Poor presentation.	Acceptable, but uneven structure. Reasonable presentation.	Reasonable structure. Good presentation.	Good argument. Well presented material.	Excellent argument. Very effective presentation format.

END