Marketing Principles and Customer Communications Solent University
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Solent University
Coursework Assessment Brief
Assessment Details
| Unit Title: | Marketing Principles and Customer Communications |
| Unit Code: | QHO415 |
| Unit Leader: | |
| Level: | 4 |
| Assessment Title: | Individual Report |
| Assessment Number: | AE2 |
| Assessment Type: | Report |
| Restrictions on Time/Word Count: | 2500 word +/- 10% |
| Consequence of not meeting time/word count limit: | Assignments should be presented appropriately in line with the restrictions stated above; if an assignment exceeds the time/word count this will be taken in account in the marks given using the assessment criteria shown.* |
| Individual/Group: | Individual |
| Assessment Weighting: | 65% |
| Issue Date: | June 2020 |
| Hand In Date: | 4pm, Monday, 21st September 2020 |
| Planned Feedback Date: | +4 weeks |
| Mode of Submission: | Turnitin |
| Number of copies to be submitted: | 1 |
| Anonymous Marking
|
This assessment is exempt from anonymous marking as it falls within an exempt category under the University’s Anonymous Marking Policy. |
Assessment Task
This assignment is designed to assess the following learning outcomes: K1, C1, P1 and T1.
You are to produce ONE report that will contain THREE sections. Each section will cover a specific marketing issue. Each section should be approximately 750 words (plus or minus 10%). The aim of the report is to test your ability to analyse information you have collected from a variety of sources. Completing the report will allow you to develop a deeper understanding of marketing as well as considering how theories and concepts relate to each other.
Each section should relate to the following:
Section 1 Consumer Behaviour
Section 2 Marketing Environment
Section 3 Communications Campaign
Note: You can write about a different organisation for each marketing issue.
Following the report outline on page 2 will help you produce your submission. The report should be developed during the course of the semester and seminar time will be used to discuss and check your progress. It is therefore important that you keep up to date with the reading and activities for this unit!
Please note that the format of this assessment is a Report. You will spend some time in seminars becoming familiar with a report format. It is expected that you will submit a well-structured paper with accurate Harvard referencing. You should limit the number of online sources you use as you MUST develop your referencing and academic writing skills e.g.: 1 x journal, 1x academic report, 1 online source. Your report may also contain appropriate referenced illustrations such as figures, tables, graphs, etc.
Report Outline
For each section of the report you must:
- 1. Understand which specific topic/area you will be focusing on i.e. consumer behaviour, marketing environment and communications campaign.
- 2. Find a business news article linked with a company that relates to the topic/area
- 3. Pick out the key points of article.
- 4. Collect theoretical information from a variety of sources e.g. textbooks and 2 academic articles that relate to the topic
- 5. Produce 2 definitions (from 2 different academic sources) of the specific topic/area you are focusing on
- 6. Produce analysis –You will only be able to analyse if you have undertaken sufficient
reading. The ability to analyse comes from having enough knowledge on a subject
to be able to ‘pick it apart’.
- 7. Overall conclusion
Structure of Report
he following includes a list of subheadings that you might consider using to help you
write your 750 words. Obviously feel free to use your own, but this will definitely help you with the structure.
Introduction
Must be clear and concise.
- Article Overview
o What is the article discussing?
o Identify the source of your article (where you found it) and make a very
brief comment about its credibility.
- Topic overview
o What topic are you specifically writing about, i.e. the topic of Market
Environment, focusing specifically on the economic environment?
o Definitions x 2 – ensure that these are referenced and use 2 different
academic sources.
Topic Analysis (main body of report)
In this section you will be pulling apart the article, using your knowledge gained from
reading about the academic theory/concept/framework. It is the reading that allows you to analyse. Remember, no reading = no knowledge = no analysis = not passing the assignment!
Don’t forget to reference all sources.
Conclusion
Very clear and very concise. You should summarise how well the organisation/application used the theories – were they effective at this? Did it make a different to the organisation/application?
Below is Suggested Section Structure
(for Each Section ONLY)
Section Introduction
Must be clear and concise.
- Business News Article Overview
o What is the business news article discussing?
o Identify the source of your business news article (where you found it) and make a very brief comment about its credibility.
- Section Topic overview
o What Section topic are you specifically writing about, i.e. the topic of Market
Environment, focusing specifically on the economic environment?
o Definitions x 2 – ensure that these are referenced and use 2 different
academic sources.
Analysis (main body of report)
In this section you will explore the selected business news article, using your knowledge gained from reading about the academic theory/concept/framework. It is the reading that allows you to analyse. Remember, no reading = no knowledge = no analysis = not passing the assignment!
Section Conclusion
Very clear and very concise. You should summarise how well the organisation/application used the theories – were they effective at this? Did it make a different to the organisation/application?
Assessment criteria
The assessment criteria are detailed below:
| Unit (MKT492) | 91–100 | 74–83 | 62–68 | 52–58 | 42–48 | 20-35 | 15 |
| A1–A2 | A3–A4 | B1/2/3 | C1/2/3 | D1/2/3 | F1/2 | F3 | |
| Assessment
Criteria – knowledge and Understanding
60% |
Outstanding
knowledge and understanding of key issues demonstrated |
Excellent
knowledge and understanding of key issues demonstrated |
Very good
knowledge and understanding of key issues demonstrated |
Good
knowledge and understanding of key issues demonstrated |
Satisfactory
knowledge and understanding of key issues demonstrated |
Insufficient
knowledge and understanding of key issues demonstrated |
Significant
errors, shows little familiarity with the concepts and language expected of an answer to a question on the subject. |
| Cognitive skills
20% |
Outstanding
evidence of ability to make a sustained argument on the basis of appropriate evidence. |
Excellent
ability to make a sustained argument on the basis of appropriate evidence. |
Very good
ability to make a sustained argument on the basis of appropriate evidence. |
Good ability to
make a sustained argument on the basis of appropriate evidence. |
Satisfactory
ability to make a sustained argument on the basis of appropriate evidence. |
Insufficient
ability to make a sustained argument on the basis of appropriate evidence. |
An unbalanced
response that contains few details on topic and omits other essential material. |
| Practical and
professional skills
10% |
Outstanding
understanding of marketing contexts |
Excellent
understanding of marketing contexts |
Very good
understanding of marketing contexts |
Good
understanding of marketing contexts |
Satisfactory
understanding of marketing contexts |
Insufficient
understanding of marketing contexts |
Poor
understanding of marketing contexts |
| Transferable
skills
10% |
Outstanding
presentation, organisation of work and fluency of communication |
Excellent
presentation, organisation of work and fluency of communication |
Very good
presentation, organisation of work and fluency of communication |
Good
presentation, organisation of work and fluency of communication |
Satisfactory
presentation, organisation of work and fluency of communication |
Poor
presentation, organisation of work and fluency of communication |
Very poor
presentation, organisation of work and fluency of communication |
Learning Outcomes
This assessment will enable students to demonstrate in full or in part the learning outcomes identified in the unit descriptors.
- Demonstrate a comprehensive knowledge of how to develop creative ideas within the business start-up process.
- Analyse and critically evaluate new and/or abstract data and information without guidance and apply the information using appropriate techniques to their business plan.
- Display confidence in the process of testing business ideas (models) for their financial and commercial credibility.
- Develop an in-depth knowledge of the practical legal, financial and marketing skills needed to succeed in the creative commercial arena.
- Understand how to create a professional Business Plan.
- Work independently to communicate and share information using appropriate media to a professional standard
Late Submissions
Students are reminded that:
- If this assessment is submitted late i.e. within 5 working days of the submission deadline, the mark will be capped at 40% if a pass mark is achieved;
- If this assessment is submitted later than 5 working days after the submission deadline, the work will be regarded as a non-submission and will be awarded a zero;
- If this assessment is being submitted as a referred piece of work then it must be submitted by the deadline date; any Refer assessment submitted late will be regarded as a non-submission and will be awarded a zero.
Extenuating Circumstances
The University’s Extenuating Circumstances procedure is in place if there are genuine circumstances that may prevent a student submitting an assessment. If students are not ‘fit to study’, they can either request an extension to the submission deadline of 5 working days or they can request to submit the assessment at the next opportunity (Defer). In both instances students must submit an EC application with relevant evidence. If accepted by the EC Panel there will be no academic penalty for late submission or non-submission dependent on what is requested. Students are reminded that EC covers only short term issues (20 working days) and that if they experience longer term matters that impact on learning then they must contact the Student Hub for advice.
A summary of guidance notes for students is given below:
Academic Misconduct
Any submission must be students’ own work and, where facts or ideas have been used from other sources, these sources must be appropriately referenced. The University’s Academic Handbook includes the definitions of all practices that will be deemed to constitute academic misconduct. Students should check this link before submitting their work.
Procedures relating to student academic misconduct are given below:
Ethics Policy
The work being carried out by students must be in compliance with the Ethics Policy. Where there is an ethical issue, as specified within the Ethics Policy, then students will need an ethics release or an ethical approval prior to the start of the project.
The Ethics Policy is contained within Section 2S of the Academic Handbook:
Grade marking
The University uses a letter grade scale for the marking of assessments. Unless students have been specifically informed otherwise their marked assignment will be awarded a letter grade. More detailed information on grade marking and the grade scale can be found on the portal and in the Student Handbook.
Guidance for online submission through Solent Online Learning (SOL)
http://learn.solent.ac.uk/onlinesubmission
