ASSESSMENT GUIDANCE
You will be assessed in this module in TWO ways: firstly through the end of unit tests for units 1-10 and secondly by a written report (Case Study). These 2 pieces of assessment together contribute 100% of your final grade in the module.
Assessment 1 – Multiple Choice Questions: to be submitted at the end of the module (no later than Friday 29th April 2016, 11.59pm (UK time)) but can be undertaken as and when you complete each Topic.
The Multiple Choice Questions counts for 10% of your final mark in this module.
As part of your module assessment you will be answering multiple choice questions for the ten study units (1 – 10). The following is some advice regarding how best to do this.
1. Read all the relevant class materials carefully for each unit, trying to work out what the text is covering and the main points conveyed. At this stage you should be focusing on the key points and the main thread of arguments. Underline what appear to be the key points in each section you read.
2. Then work through each of the multiple choice questions (MCQs) for the unit you have just finished reading. Think through your answers before you indicate what you consider to be the correct response.
3. Do not expect to get all the questions correct, even if you are aiming at a good mark. Concentrate on the question in hand. Some of the questions are designed to be challenging others you may find easier. If you are unsure, opt for the answer you first thought was right.
4. Marks are not deducted for incorrect answers but only given for correct answers, so make sure you attempt an answer for every question asked.
5. None of the multiple choice questions are designed to trick you as you can see from this sample multiple choice question:
The three main objectives of CRM are WHAT?
6. (a) Customer retention, loyalty and profitability
7. (b) Customer retention, acquisition and attention to detail
8. (c) Customer education, support and profitability
9. (d) Customer retention, acquisition and profitability
From reading the class text and study guide you will be able to identify that the correct answer is ‘Customer retention, acquisition and profitability’.
Assessment 2: Due Friday 29th April 2016, 11.59pm (UK time)
This written report (Case Study) counts for 90% of your final mark in this module.
You are required to identify (and justify your choice of) a company that will be the subject of the Case Study.
The company may be your current or a previous employer, another company you have personal knowledge or experience of, or any other company about which you can obtain sufficient information from press sources, annual reports, websites etc. You are not expected to approach a company directly for assistance, though you can do this if you wish.
There are several elements that must be covered in this written report (Case Study):
1. A factual report on the company you have selected in which you should identify it’s:
• name
• aims
• size
• market sector
2. A critical appraisal of how its sales force/ sales resource is organised, and how it engages with its key customers
3. A critical appraisal of how the company you have selected forecasts its sales
4. You are required then to illustrate how the company you have selected implements its sales programme (with consideration to recruitment and selection; motivation of salespeople, rewards and incentives and its sales training approach) and, measures and evaluates the performance of its sales people to improve the value of the product or the service provided to this company’s customers and why it chooses to do it in the way it does.
The focus of this written report (Case Study) is on the application of relevant theory and literature relating to the practice of the company you have selected for investigation. You must read widely around all the topics in the module.
You should briefly introduce the elements of theory that you are using.
You should then discuss the ways in which you can see the theoretical principles being applied (or ignored) in the company.
The written report (Case Study) should demonstrate your understanding of the concepts, the ability to select and discuss relevant literature and to apply knowledge of the International Sales Management topic.
The most important part of this assignment is that you critically appraise the extent to which the current models of good practice in Sales Management can be seen to contribute (or not) to the implementation and evaluation of your chosen company’s sales programme.
This coursework should be 5000 words in length. You will be permitted 10% leeway (so, 5500 words is the absolute maximum – word count excludes references, appendices etc.).

5.2 Marking Scheme for Assessment 2
The following assessment feedback sheet, and marking scheme, will help you identify the key elements of the coursework.
Student Name:
Matriculation Number:
Overall Grade:
Criteria Excellent Very Good Good Fair Poor
10% - Presentation,
Organisation & Structure of Material
20% - Evidence of research and reading of literature
40% - Critical analysis, coherent and logical argument
20% - Conclusion & recommendations
10% - Referencing accuracy
Additional Comments:
Signed: Date:
Marking Scheme
Criterion Distinction : Pass: Fail:
Presentation,
Organisation & Structure of Material Neat, legible presentation. Correct
spelling. Accurate grammar and punctuation. Meaning clear and fluid with an articulate academic writing style. Neat, legible presentation. Occasional spelling
errors. Mainly accurate grammar and punctuation. Coherent meaning and fluent writing style. Untidy and difficult to read. Significantly
poor spelling. Poor grammar and punctuation. Meaning unclear. Language lacks fluency.
Evidence of research and further reading Demonstrates sound knowledge of an extensive range of appropriate and current literature. Demonstrates some knowledge of a range of appropriate and current literature. Demonstrates little knowledge of appropriate literature.
Critical analysis,
coherent and logical
argument Sound understanding of and ability to compare theories. Sophisticated analysis. Critical approach to literature. All strands of the argument are consistent and supported by evidence. Conclusions are innovative and convincing. Follows a logical process. Sound understanding of theories. Attempts to analyse or take a critical approach to literature.
The argument is generally consistent and supported by evidence. Conclusions are drawn from the evidence presented. Follows a logical process. Lacks understanding.
Relies on description. Inadequate level of analysis and criticism. The argument is inconsistent, and lacks supporting evidence.
Conclusions are either not drawn, or cannot be supported by the evidence offered. Does not follow a logical process.
Conclusion Identifies significant points from preceding discussion. Draws together main threads of argument. Makes a concluding statement based on these arguments No new information introduced Summarises main
points effectively. No new information introduced. Fails to summarise main points. Introduces new information.
Referencing Literature is accurately integrated into the text. All sources
acknowledged. Harvard citation method used consistently. Literature is accurately integrated into the text. Most sources acknowledged. Harvard citation method used consistently. Literature not integrated into the text, or not used. Sources not acknowledged. Harvard method either very poorly or not used.
Guidance Notes for the Coursework Assignments
Some general points on the coursework assignments
When attempting coursework questions you should bear in mind that the materials covered in the textbook and other associated sources (for example journal articles and /or newspapers) are fundamental. Hence, conceptual and analytical frameworks that are covered should be used to answer questions and back up any arguments that you pursue. However, it is also important that you use your own personal knowledge and experience (or other examples you have read about) to illustrate points that you are discussing and evaluating.
The most important aspect of any piece of coursework at this level is your ability to answer the question and address the issues it raises. For example, if the question asks you to critically evaluate a theory that has been covered in the module then you are expected to discuss what you believe are its problems and failings. To do so adequately you must use references to other authors and commentators who might be experts in the field; also any examples that you might feel help you to critically challenge aspects of theory should be mentioned.
As a rule it is a good idea to place graphs, sketches, tables etc on the page in which you refer to them, or on the very next page: these should definitely not be consigned to an appendix! You should always clearly label the question and sub-questions that you are dealing with. You should always provide clear referencing of the material you have used to support your arguments, ensuring you they cite ALL your sources and attributing any quotes appropriately to the author, so as not to leave yourself open to accusations of plagiarism. Software may be used to detect plagiarism. You should ensure that you include a full, properly referenced, bibliography. You should also keep an electronic copy of the coursework. Finally, where a word limit is imposed it is important you stay within this.
Plagiarism is considered a breach of academic conduct regulations and is considered a serious offence and is dealt with according to the University’s Student Disciplinary Regulations and Academic Conduct: code of practice for staff and students. Please see the following website for further advice and information on avoiding plagiarism. This website includes advice on how to avoid plagiarism in your work and links to pages with online tutorials and information on referencing:
http://www.ed.napier.ac.uk/plagiarism/infoStudents.htm
Assessment Criteria for the Coursework Assignments
Below are the criteria that I use as the basis for marking the coursework in this module. This will help you to judge what you need to do to achieve any given mark range.
D1-D5 an exceptional assignment, which is sophisticated in its approach while being correct in every particular detail. Extremely high level of critical ability is demonstrated with original thought being evident.
P5 an excellent assignment which is well written and explained. It will demonstrate a clear understanding of the issues, using a high level of critical and analytical ability.
P3-P4 a very good assignment with minimal errors. Demonstrates an understanding of the key issues and is thorough in its analysis of the issues and theoretical concepts. The student shows strong critical and analytical ability.
P1-P2 a good assignment, with most of the key points correctly stated, the student demonstrates an ability to interpret at least some of the issues and makes a reasonable attempt at explaining the theoretical concepts.
F1 a weak assignment, the student shows partial understanding of the issues but possibly combined with errors and/or insufficient or unclear explanation of the key points. There is limited interpretation of the issues in relation to the real world.
F5-F2 a poor assignment, the student has not answered the assignment
properly. There may be a number of errors including insufficient explanation of the theory, and a limited ability to interpret the ideas to practical situations.
Note that in ALL categories above it is expected that you will provide references (where applicable) of the material used in preparation of your assignment.