Assessment Information
Subject Code: GB530
Subject Name: Marketing Management
Assessment Title: Assessment 1 – Essay
Weighting: 20%
Total Marks: Length: 20
2000 words (+/- 10%). Word count excludes list of references.
Due Date: Week 5 - Sunday 21 Aug 2016
Submit via Turnitin before 11.55 pm (AEST)
Assessment Description
It is said that understanding customer needs is an important first step in developing profitable customer relationships, but that is not enough. To achieve competitive advantage, organisations must use this understanding to design product /service offers that deliver more value than the offers of competitors. Discuss the comment above in relation to an online business.
Major essay requirements:
• An essay format: Information and advice on essay writing and other scholarly skills can be found on the MyKBS portal.
• A thorough research and review of the contemporary literature on the topic area.
• A range of references that should demonstrate breadth and depth of research.
• Industry and/or organisational examples to be incorporated into the essay as illustrative evidence.
• An original argument to be built through the use of critical thinking.
• Critical evaluation in the essay's conclusions.
• Appropriate and accurate use of the Harvard referencing system.
You must use a minimum of 8 references. These must be authoritative and comprise of:
• At least 3 academic articles/papers.
• Up to 2 text books (including the prescribed text).
• Up to 3 other authoritative sources of your choice. E.g. quality newspaper or professional journal, government or NGO website. Please avoid the use of corporate websites as these tend to be promotional and not authoritative.
• Wikipedia, Slideshare, Businessballs, BizEd, Mindtools and other non-academic sources are not considered to be authoritative and will attract low marks if used. If in doubt, consult your lecturer.
If you are unsure about how to access and search the academic literature at KBS then please consult with your lecturer/facilitator and/or the ASC Academic Success Centre.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Information
Assessment Marking Rubric
Criteria Weight HD (High
Distinction)
85%-100% DN (Distinction) 75%-84% CR (Credit) 74%-65% P (Pass) 50%-64% NN (Fail)
0%-49% Score
Introduction 10% Excellent and critical introduction of the main topic. Very good and
relatively critical introduction of the main topic. General introduction of the main topic. Basic introduction of the main topic. Lacks introduction of the main topic.
Application 40% More than three industry and/or organisational examples have been incorporated into the essay as illustrative evidence. Their relevance has also
been demonstrated. Three industry and/or organisational examples have been incorporated into the essay as
illustrative evidence. At least two industry and/or organisational examples have been incorporated into the essay as illustrative evidence. One or no industry organisational examples has
been provided as illustrative evidence. Little or no industry organisational examples has
been provided as illustrative evidence.
Discussion 20% Excellent insights gained from the previous example provided and supported by relevant GB530 concepts and theories. Very good insights gained from the previous example provided and supported by relevant GB530 concepts and theories. Some insights gained from the previous example provided and supported by relevant GB530 concepts and theories. Basic consideration and understanding from the previous examples and almost no theories supported. Little or no consideration and understanding of previous examples and no theories supported.
Conclusion 10% Draws together the major key findings of analysis and provides excellent views and implications from the analysis. Draws together some key findings of analysis and provides some sound views and implications from the analysis. Draws together some findings of analysis and provides some implications from the analysis. Draws together some findings of analysis. However, the implications are not clear. Does not draw together the key findings or implications.
Layout and structure of paper 10% Clear and logical structure to the paper displaying sound critical thinking. Clear and logical structure to the paper. Some evidence of critical thinking. Competent
structure of the paper. Some evidence of original thinking. Basic structure to paper. Only occasional evidence of original thinking. Poor structure
and organisation. No real evidence of original thinking.
Referencing 10% All references cited correctly using Harvard and no errors in the Reference list. Most references cited correctly using Harvard and no errors in the Reference list. Most references cited correctly using Harvard but some errors in the Reference list. Referencing either incomplete or inaccurate in parts. Several errors in the
Reference list. Poor or no citation of sources. Referencing not to Harvard style.
Comments:
Assignment Mark/Grade: Total score
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Information