Management School – Undergraduate Coursework Specification 2021-22 Module Code: MGT233 Coursework Code: MGT233-1 (Individual assessment) Module Title: Essentials of Marketing Date Available: February 2022 Submission details: Wednesday 18th May 2022, 12pm (noon), UK time Electronic submission only through Blackboard You
are now allowed to utilise the Turnitin Check before the assignment
deadline which can be accessed via the information room. This allows
you to generate an originality report and use this to improve your referencing and citation skills. Please
note: Turnitin Check is NOT the final submission – you still need to
submit your work to the Assignment Link on the module Blackboard site, otherwise it will be marked as Not Submitted. You
should note that the time of submission is taken from once the document
has been successfully uploaded and confirmed – this may take more than
five minutes during busy periods. Late penalties will be applied to
any work submitted from 12.01pm on Thursday 19th May 2022 onwards.
Details of how to calculate a late penalty can be found in your
programme Handbook. It is your responsibility to ensure the correct
document/file has uploaded successfully. When submitting students must: 1. Include a completed cover sheet (available from Blackboard) 2.
Use ‘Student Number, MGT233-1 (e.g. 190011001 MGT233-1) as the
document’s file name and also as the Assignment Title in Turnitin. If you do not comply with the above requirements you will receive a penalty deduction of 5 marks. Contribution to Final Mark for Module: 100% Maximum Word Length: 3,000 words (No excesses). The
submission must be in report format, i.e. using headings, subheadings,
diagrams, tables, models, frameworks, narrative and bullet-points and references.
The word count ONLY EXCLUDES the cover sheet, title page (not the
executive summary), contents page, appendices and reference list. EVERYTHING else is included in the word count. If you exceed the word length you will be penalised. For details see the Management School Handbooks. Please note that SUMS does not have a word count tolerance – it is a stated maximum as outlined above. Requirements:
Students must choose an individual product or service ITEM (not a line
or company) and undertake an analysis of the following: 1. A competitor and consumer behaviour analysis (20%) 2. Marketing mix analysis (45%) 3. Segmentation, targeting and positioning analysis (35%) The
analysis must be based in 2021/2022 and you must support your analysis
with evidence from current academic and industry literature. When choosing the product or service item, students must: Choose one country in which to base their analysis Ensure the product or service item is currently for sale in the chosen country Ensure there is sufficient supporting evidence available in the public domain to undertake the required analysis Assessment criteria <40% (Fail) 40-44% (Pass) 45-49% (3rd class) 50-59% (2.2 ) 60-69% (2.1) 70-79% (1st class) 80-100% (1st class) Structure of the report (5%) Fails to include all three sections and Fails to include all three sections and Includes all three sections but none Includes all three sections but more Includes all three sections but less Includes all three sections but at Includes all three sections with none are in line with the given weightings. only some of the sections are in line with the given weightings. are in line with the given weightings. than half are longer/shorter than the given weightings. than half are longer/shorter than the given weightings. least one of the sections is longer/shorter than the given weightings. appropriate weightings. Effective Application of Marketing- Concepts and Frameworks (45%) No application of relevant marketing theories/ concepts showing a lack of understanding of marketing concepts and frameworks. Minimal application of relevant marketing theories/ concepts showing a weak of understanding of marketing concepts and frameworks. Some application of relevant marketing theories/ concepts across some sections of the plan showing a limited understanding of key marketing concepts. Attempts to apply relevant marketing theories/ concepts across most sections of the plan but with errors showing a reasonable understanding of key marketing concepts. Some errors. Attempts to apply relevant marketing theories/ concepts across all sections of the plan but with some errors showing a solid understanding of key marketing concepts. Some errors. Complete application of relevant marketing theories/ concepts with minor errors across all sections of the plan showing an excellent understanding of key marketing concepts. Complete and correct application of relevant marketing theories/ concepts across all sections of the plan
showing an outstanding understanding of key marketing concepts Use of evidence (academic and industry) (30%) Unsupported arguments or assertions. No evidence provided. All irrelevant and/or inappropriate evidence used. No academic sources used. A small amount of the evidence is relevant and appropriate. Limited in range. Less than half of the analysis is supported with the evidence. Insufficient use of academic sources. Some of the evidence is relevant and appropriated. Limited in range. Less than half of the analysis is supported with the evidence. Minimal use of academic sources and used in a descriptive manner. Some of the evidence is relevant and appropriated. Limited in range. At least half of the analysis is supported with the evidence. Reliance on core academic sources or sources used in a descriptive manner. Most of the range of evidence used is relevant and appropriate. At least half of the analysis is supported with the evidence. One or two academic sources beyond the core text books used to develop the analysis. A range of evidence used which is relevant and appropriate. At least three quarters of the analysis is supported with the evidence. Evidence of wider academic reading beyond the core text books used to develop the analysis. An extensive range of evidence used which is relevant and appropriate. All analysis is supported with the evidence. Evidence of extensive academic reading beyond the core text books used to develop the analysis. Presentation (10%) Poor presentation with many errors in syntax and spelling. Fails to follow the instructions (type size, line spacing, word count etc). Unsatisfactory presentation with significant weaknesses in syntax and spelling. Few instructions are followed (type size, Satisfactory presentation with satisfactory syntax and spelling. Less than half of the instructions are followed (type size, Good quality presentation with good syntax and spelling. At least half of the instructions are followed (type size, line spacing, Very good quality presentation with good syntax and spelling. Majority of instructions are followed (type size, line spacing, word Excellent presentation with good syntax and spelling and/or fluent expression. . All instructions are followed (type size, Outstanding presentation with excellent syntax and spelling and fluent expression. All instructions are followed (type size, line spacing, word count etc). line spacing, word count etc). word count etc). count etc). line spacing, word count etc). line spacing, word count etc). Referencing (10%) Lack of appropriate referencing and/or inaccurate use of the Harvard system of referencing. Weaknesses in appropriate referencing and/or inconsistent use of the Harvard system of referencing. Some appropriate use of the Harvard system of referencing. Appropriate referencing and/or largely accurate use of the Harvard system of referencing. Good use of referencing and accurate use of the Harvard system of referencing. Excellent use of referencing and sustained accuracy in use of the Harvard system of referencing. Outstanding use of referencing and complete accuracy in use of the Harvard system of referencing. Referencing:
You must reference your work correctly using the Harvard method.
Failure to do so will result in the deduction of marks and possible proceedings under the University’s Regulations as to the Use of Unfair Means Independence of working: You
are reminded of the University’s Regulations on the Use of Unfair Means
and academic integrity which are outlined in the School’s Handbooks.
If there is a suspicion that your work is not your own and that you
have used unfair means or there is suspicion of a breach of academic
integrity in writing this assessment then you may be referred to
our unfair means officers to consider your work. Therefore, you are
advised to ensure that you undertake the relevant guidance on the
module site or programme level sites that you have access too. If you
cannot access these, please contact the Student Experience Office. Other Submission Details: Use the standard Management School cover sheet Have the word count given on the cover sheet Be presented with 2.5cm margins all round Use Times New Roman or Arial, 11 or 12 point for the main body text Use 1.5 line spacing Have all pages numbered except the first Be properly spell checked Be made attractive with suitable use of headings, paragraphs and sections Be properly referenced to the Management School version of Harvard referencing
Please do not use appendices. Any pictures, figures tables etc. should
be included in the main body of the assessment, tables are included in
the word count Resit: A different product/service must be used