Sunderland Business School Undergraduate Programmes

UGB229 Marketing Management 2012

Assignment
This assignment is in two parts. You need to achieve an overall mark of 40% to successfully complete this module.

Please read all instructions and information carefully. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations. Your assignments must be handed in to the Library Desk with an accurately and clearly completed Assignment Cover Sheet.
Learning Outcomes Assessed:

Knowledge Based Outcomes:

1. Demonstrate an understanding of the differing roles of marketing in different organisations
2. Analyse the key issues in managing marketing operations within an organisation
3. Explain, use and evaluate tools and techniques employed by marketing managers in developing and managing their strategies, plans and operations
4. Understand, describe and evaluate the importance of, and mechanisms for, control and evaluation within marketing management
5. Recognise the need for integration between marketing management and other organisational management areas such as operations, finance and HR
6. Discuss the key trends in marketing management

Skills:

Upon successful completion of this module, students should be able to demonstrate the following skills:

7. Analysis of information and/or a situation
8. Problem solving and decision making
9. Reading, synthesising and reporting of current marketing management topics

Part One

Title: Group Presentation

Weighting: 30%

Module Assessor:

Issue Date:

Completion Date: by 5pm on 19th November 2012 (10-15 minute presentations to be delivered in Seminars week)

Task

You are required to choose any fast food company (for example, McDonald’s, KFC,
and etc) as the focus for both part one and part two of the assessment for UGB229. You should use the same organisation for both parts, as you will be utilising the knowledge gained to make recommendations.

In groups of 4-5, research and prepare a 10-15 minute presentation in which you address the following in the context of your selected organisation and the sector to which it belongs:
• Utilising appropriate sources and references, discuss the role of marketing in helping such organisations achieve their objectives

• Research, analyse and evaluate the key SOCIAL and ECONOMIC elements of the macro environment that are currently impacting upon the sector

• Research, analyse and evaluate the key CUSTOMER and COMPETITOR elements of the micro environment that are currently impacting upon your selected organisation

This presentation should include facts and figures from published reports (fully referenced). You should also highlight the implications of the findings for other organisations within the car industry.
This is a group piece of work and all members of the group must contribute to all elements of the task. The work must be original – if there is evidence of any work that is not wholly attributable to your group, the University’s policy on Cheating, Collusion and Plagiarism will be applied. Each group must submit one copy of their slides, supporting notes in hard copy and a Turnitin report. Please ensure that facts, figures, data, etc are appropriately referenced using the Harvard system.
Part Two

Title: Individual Report

Weighting: 70%

Module Assessor:

Issue Date:

Completion Date: by 5.00pm on 17th December 2012

Word Count: 3,000 words (+/-10%)
Task

Building on your group work you are required to provide an individual report that evaluates current practice and makes recommendations. You need to recommend a NEW product or service to help them grow their business. You should utilise the same organisation for part two as you did in part one.

Your report should include:

• An evaluation of marketing practices and the marketing mix. This section of the report should identify the elements of the marketing mix, with reference to both appropriate theory and current practice. You should also consider to what extent there is evidence of integration within the marketing mix and in the wider marketing practices of the organisation.

• For the NEW product or services you have recommended, you should recommend a marketing strategy and one year integrated marketing plan that aims to meet the objective of growing the business. Your plan is likely to cover all elements of the mix, although some may be more pertinent than others. You should utilise the analysis undertaken previously to help justify your decisions.
This is an individual piece of work. The work must be original – if there is evidence of any work that is not wholly attributable to you, the University’s policy on Cheating, Collusion and Plagiarism will be applied. Each assignment must be submitted through Turnitin.

Assignment Support & Student Feedback

Formative feedback will be available in the seminar sessions. There will also be assignment guidance in the lecture slots. You should make sure you undertake the directed reading as this will assist you in developing to meet the learning outcomes of the module.

Summative feedback will be provided on the coversheet of the assignment.
Submission
1. For Part One a paper copy of the presentation slides, accompanying notes, Turnitin report and completed assessment coversheet (showing their own name first and the names of all other members of the group), should be handed to the Tutor immediately following the delivery of the presentation. In addition to this, an electronic copy must be submitted on, or before 19th November 2012.

2. For Part Two, all students are expected to submit a paper copy of their work, Turnitin report and a completed coversheet, on, or before 17th December 2012.
Students are strongly advised to ensure that they retain a copy of their work .

3. The penalty for students who do not submit their assessed work electronically is that their mark is withheld and the assessment board may deem the work to have failed.

Marking Scheme

1st (70+%)

An excellent assignment. It demonstrates a high level of understanding of the learning outcomes. The work provides evidence of significant understanding of marketing management theory and its application to the selected organisation. All decisions are logical, coherent and fully justified and explained succinctly and cogently. The presentation is of a very high standard demonstrating a professional approach which is generally free of errors.

2:1 (60-69%)

A very good assignment. It demonstrates a reasonably high level of understanding of the learning outcomes. The work provides evidence of understanding of marketing management theory and its application to the selected organisation. All decisions are logical, justified and explained however are less strong in terms of insight and originality. The presentation is of a high standard and predominantly free from errors.

2.2 (50-59%)

A good assignment. It demonstrates a sound understanding of the learning outcomes. The work provides evidence of understanding of marketing management theory and its application to the selected organisation, although this may be somewhat limited. Most decisions are appropriate however are less strong in terms of insight, logic and originality. The presentation is adequate.

3rd (40-49%)

A satisfactory assignment. It demonstrates an understanding of the learning outcomes. The work provides evidence of understanding of marketing management theory and its application to the selected organisation, although this is limited. Decisions are appropriate however lack coherence, insight and logic. The presentation is adequate, but lacks cohesion.
Grade F (<40%)

Unsatisfactory assignment. It demonstrates a lack of understanding of the learning outcomes. It contains some elements of marketing management applied to the context however is not wholly appropriate. The work lacks logic, coherence, originality and insight. The presentation is poor with a number of errors.

Generic Assessment Criteria – Undergraduate
These should be interpreted according to the level at which you are working and related to the assessment criteria for the module
Categories
Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature
Pass 86 – 100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76-85% The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

70 – 75% The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

60 – 69% Directly relevant to the requirements of the assessment A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein Good analysis, clear and orderly Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s) May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice. Well written, with standard spelling and grammar, in a readable style with acceptable format Critical appraisal of up-to-date and/or appropriate literature. Recognition of different perspectives. Very good use of source material. Uses a range of sources

50 – 59% Some attempt to address the requirements of the assessment: may drift away from this in less focused passages Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic Competently written, with only minor lapses from standard grammar, with acceptable format Uses a variety of literature which includes some recent texts and/or appropriate literature, though not necessarily including a substantive amount beyond library texts. Competent use of source material.
40 – 49% Some correlation with the requirements of the assessment but there is a significant degree of irrelevance Basic understanding of the subject but addressing a limited range of material Largely descriptive or narrative, with little evidence of analysis A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence Some evidence of a view starting to be formed but mainly derivative. A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader Some up-to-date and/or appropriate literature used. Goes beyond the material tutor has provided. Limited use of sources to support a point. Weak use of source material.
Fail 35 – 39% Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms A limited understanding of a narrow range of material Heavy dependence on description, and/or on paraphrase, is common Little evidence of coherent argument: lacks development and may be repetitive or thin Almost wholly derivative: the writer’s contribution rarely goes beyond simplifying paraphrase Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style Barely adequate use of literature. Over reliance on
material provided by the tutor.
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied.
30 – 34%
The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.
Ver 1.3 13/02/2008 SJS