PRINCIPLES OF MARKETING & COMMUNICATIONS IN A DIGITAL WORLD
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Resit Assessment Brief
| Academic year and term: | 2017/18: Summer Semester |
| Module title: | PRINCIPLES OF MARKETING & COMMUNICATIONS IN A DIGITAL WORLD |
| Module code: | |
| Module Convener: | |
| Learning outcomes assessed within this piece of work as agreed at the programme level meeting | Knowledge – You will be able to understand the principles of marketing and digital communication. Intellectual/transferrable skill – You will be able to apply basic marketing and digital communication techniques to organisational contexts |
| Business Readiness outcomes assessed within this piece of work as agreed at the programme level meeting | You will be applying basic business knowledge, developing your commercial awareness of how marketing impacts on organisational performance and understanding of a range of methods to communicate effectively. |
Headline information for students:
| Type of assessment: (one summative assessment per module) | Essay: 2,500 word limit |
| Assessment Deadline | 2pm on Monday, 2nd July, 2018 |
| Instructions for assessment The coursework assignment requires students to submit a 2,500 word assignment by the above deadline. Your work needs to show that you have accessed good quality information on your market and product (e.g. Mintel) and that you have used the ideas about marketing from the module (e.g. from the lecture materials and from the core text) The assignment requires students to describe and analyse marketing activities associated with the launch of a new haircare product. The assignment needs to contain the following elements: A brief description of the new product that is the focus of this assignment AND a brief analysis of the market for this product; Set out your strategy for the segmentation, targeting and positioning of the product;Your recommended Marketing Mix for this product | |
| Mode of submission | All written assignments will be submitted and marked online via Turnitin. |
Your assignment will be assessed against the following criteria (further details in the rubric at the end of this assessment brief):
- Description of the new product (20%)
- Analysis of the market for this product (20%)
- Strategy for the segmentation, targeting and positioning of the product (20%)
- Marketing Mix for this product (20%)
- Structure of and quality of writing in the assignment (10%)
- Reflection and referencing (10%)
Additional Information for Resitting Students
You must resubmit your work using the specific resit Turnitin link on Moodle. You should review your previously submitted work and read carefully the feedback given by the marker. If you have not received the feedback please contact the seminar tutor. Use this feedback to help you prepare your resit work.
Reflection
Include with your resubmission an additional reflective piece of up to 300 words (ideally at the start of the document before the report itself) on what you understand was weak, how you set about addressing this and what you have learned from this that may help you with further assignments.
Identify the lessons you have learnt from doing the re-sit
Reflect on how your feedback and this process will help you improve future assignments
If you did not submit work at the first opportunity you cannot reflect on your feedback. However, you are still required to submit a reflective piece in which you identify your reasons for non-submission, the implications of non-submission for your future success and how you propose to address this in the future. If you have issues with confidentiality of your reasons for non-submission then you could reflect on how you have met the learning outcomes for the module, how you can use what you have done on the module to support your future career and what skills/employability attributes you feel the module has helped you to develop.
How will your work be assessed?
Your work will be assessed by a subject expert who will use the marking grid provided in this assessment brief. When you access your marked work it is important that you reflect on the feedback so that you can use it to improve future assignments.
Referencing
You MUST use the Harvard System. The Harvard system is very easy to use once you become familiar with it.
Assignment Submissions
The Business School requires a digital version of all assignment submissions. These must be submitted via Turnitin on the module’s Moodle site. They must be submitted as a Word file (not as a pdf) and must not include scanned in text or text boxes. They must be submitted by 2pm on the given date. For further general details on coursework preparation refer to the online information via StudentZone http://studentzone.roehampton.ac.uk/howtostudy/index.html.
Mitigating circumstances/what to do if you cannot submit a piece of work or attend your presentation
The University Mitigating Circumstances Policy can be found on the University website – Mitigating Circumstances Policy
Marking and feedback process
Between you handing in your work and then receiving your feedback and marks within 20 days, there are a number of quality assurance processes that we go through to ensure that students receive marks which reflects their work. A brief summary is provided below:
- Step One – The module and marking team meet to agree standards, expectations and how feedback will be provided.
- Step Two – A subject expert will mark your work using the criteria provided in the assessment brief.
- Step Three – A moderation meeting takes place where all members of the teaching and marking team will review the marking of others to confirm whether they agree with the mark and feedback
- Step Four – Work at Levels 5 and 6 then goes to an external examiner who will review a sample of work to confirm that the marking between different staff is consistent and fair
- Step Five – Your mark and feedback is processed by the Office and made available to you.
Principles of Marketing & Communications in a Digital World
Marking criteria
| 100 Exemplary | 80-89 Excellent | 70-79 Very Good | 60-69 Good | 50-59 Competent | 40-49 Adequate pass | 30-39 Marginal fail | 20-29 Fail | 0 Missing | |
| Task 1: Description of the new product (20%) | A large amount of useful information has been provided on the new product. The discussion cannot be improved on. | A large amount of useful information has been provided on the new product. This discussion has been integrated extremely effectively into the assignment. | A large amount of useful information has been provided on the new product. This discussion has been integrated effectively into the assignment. | A large amount of useful information has been provided on the new product. This discussion has been integrated fairly effectively into the assignment. | A reasonable amount of useful information has been has been provided on the new product. | Some useful background information has been provided on the new product. | Only a small amount of useful and relevant information has been provided on the new product. | Little useful or relevant information has been provided on the new product. | No useful or relevant information has been provided on the new product. |
| Mark awarded* | |||||||||
| Task 2: Analysis of the market for this product (20%) | The analysis of the market for this product cannot be improved on. | The assignment contains an excellent analysis of the market for this product | The assignment contains an excellent analysis of the market for this product | The assignment contains a good analysis of the market for this product | The assignment contains a reasonable analysis of the market for this product | The assignment contains an adequate analysis of the market for this product | The assignment contains only a small amount of analysis of the market for this product | The assignment contains very little analysis of the market for this product | The assignment contains virtually no analysis of the market for this product country. |
| Mark awarded* | |||||||||
| Task 3: Strategy for the segmentation, targeting and positioning of the product (20%) | The analytical approach that has been applied is outstanding and cannot be improved on. | The analytical approach that has been applied is excellent. | The analytical approach that has been applied is excellent. | The analytical approach that has been applied is good. | The analytical approach that has been applied is generally good but there are some weaknesses. | The analytical approach that has been applied is adequate. | The analytical approach that has been applied is weak. | The analytical approach that has been applied is poor. | The analytical approach that has been applied is very poor. |
| Mark awarded* | |||||||||
| Task 4: Marketing Mix for this product (20%) | The analytical approach that has been applied is outstanding. | The analytical approach that has been applied is excellent | The analytical approach that has been applied is very good | The analytical approach that has been applied is good. | The analytical approach that has been applied is generally good but there are some weaknesses. | The analytical approach that has been applied is adequate. | The analytical approach that has been applied is weak. | The analytical approach that has been applied is poor. | The analytical approach that has been applied is very poor. |
| Mark awarded* | |||||||||
| Task 5: Structure of and quality of writing in the assignment (10%) | The assignment is superbly organised and it has an outstanding structure. The overall level of discussion and language that has been used is outstanding and cannot be improved upon. | The assignment is superbly organised and it has an outstanding structure. The overall level of discussion and language that has been used is outstanding. The assignment contains virtually no writing mistakes. | The organisation and the structure of the assignment is very good. The overall level of discussion and language that has been used is excellent. The assignment contains few writing mistakes. | The assignment is well organised and its overall structure is good. The overall level of discussion and language that has been used is good. The assignment contains only a small amount writing mistakes. | The organisation of the assignment and its structure are generally competent but various aspects could be improved. The overall level of discussion and language that has been used is reasonable. The assignment is clearly written but contains some writing mistakes. | The organisation of the assignment and its overall structure are adequate. The overall level of discussion and language that has been used is adequate. The assignment contains a fairly high level of writing mistakes. | The assignment is not very well organised and there is scope to significantly improve its structure. The overall level of discussion and language that has been used is weak. The assignment contains a large amount of writing mistakes. | The assignment is poorly organised and has an inadequate structure. The overall level of discussion and language that has been used is poor. The assignment contains an unacceptable number of writing mistakes. | The assignment is very poorly organised and has an extremely poor structure. The overall level of discussion and language that has been used is very poor. The assignment is littered with writing mistakes. |
| Mark awarded* | |||||||||
| Task 6: Reflection, referencing (10%) | Outstanding presentation and formatting throughout. Outstanding referencing throughout. Cannot be improved upon. | Excellent presentation and formatting throughout. Excellent referencing throughout. | Very good presentation and formatting throughout. Excellent referencing throughout. | Good presentation and formatting throughout. Good referencing throughout. | Competent presentation and formatting throughout. Referencing is generally fine but certain aspects could be improved. | Adequate presentation and formatting throughout. Referencing contains some omissions and inconsistencies. | Poor presentation and formatting in many areas of the assignment. Referencing contains many omissions and inconsistencies. | Poor presentation and formatting throughout. Referencing is limited. | Very poor presentation and formatting throughout. Referencing is extremely limited or missing |
| Mark awarded* |
