Coursework Assessment
Criteria
Academic Year
2022/2023
Module Code BUSM095 Level 7
Module Title Social and Political Marketing
Assessment Name:
Individual Essay
Weighting % 70 Group N
Word Count 2500
Assessment instructions for students
1. The module learning outcomes being assessed
A1 Recognise and interpret the external influences that shape the political and public service environment; the
constraints on and options available to political agents who wish to influence voters, and to organisations that wish to
influence government policy and the public
A2 Analyse and compare on persuasion techniques found in the social sciences
A3 Identify appropriate theories to assess real-life applications and develop analytic thinking skills
B1 Assess the marketing techniques adopted by governments, not-for-profit organisations and other powerful
organisations
B2 Describe, evaluate and distinguish the application of marketing in a non-commercial context
B3 Recognise ethical issues and the strengths and limitations of marketing phenomena, processes and techniques
via their public applications
C1 Explain marketing as a protean social force and not just a set of techniques
C2 Recognise the applications of marketing to the wider society and determine its civic impact
C3 Develop and further strengthen the ability to think creatively and reflect critically
2. Instructions and guidance
Assessment Two: Individual coursework (70%), 2,500 words excluding appendices
This individual assignment requires you to use the knowledge and skills gained in BUSM095 lectures and seminars to
analyse a social marketing OR political marketing case of your choice, using the theories, concepts and frameworks learnt
in the module. We use the broad term ‘case’ to refer to a wide range of possibilities, including social/political campaigns
or programmes, political actors, or even governments, as explained below. You need to choose one single, clearly
defined case which will be the focus of your analysis. I strongly encourage you to choose a case that is recent but that
has sufficient information available online and in the literature. Following the analysis, you are required to provide
recommendations for future practice.
The essay should demonstrate your understanding of the conceptual frameworks and topics discussed in this module,
and how the frameworks are applied in the analysis of the chosen Social Marketing/Political Marketing case. The
coherence of the essay structure and clarity in the overall presentation of the argument, as well as the appropriate use
of literature and examples to support your argument and future recommendations, are essential.
You have two options as follows. You need to choose ONE of them:
Option 1: Choose a Social Marketing campaign or programme. Using the 10-step social marketing plan and the
behavioural change theories learnt in the first part of the module, provide an in-depth analysis of the campaign. The
essay should follow the following structure:
1. Introduction of the campaign: discuss the social issue, its purpose and focus. Provide a short analysis of the context in
which the campaign was launched (macro- and/or micro-environment)
2. Short theoretical background: provide an overview of the most relevant theories, concepts, models learnt in the
module that would help you analyse the campaign
3. Analysis:
3.1. identify the campaign’s target audience, objectives and goals, potential audience insights that triggered the
campaign (barriers, benefits, competition and influential factors) and positioning statement. Use theory to
inform your analysis.
3.2. Analyse the campaign’s marketing mix: product, price, place, promotion.
3.3. Provide a critical evaluation of the campaign’s success in achieving its goals. Use data and your own critical
judgement.
4. Recommendations: based on your analysis, please provide recommendations to future social marketers for how they
can improve the use of social marketing to achieve their goals or objectives. Write as if you were a social marketing
consultant. These recommendations need to be supported with literature/evidence.
Option 2: Choose a Political Marketing campaign (e.g., election campaign, referendum campaign) or a political actor
(e.g., individual candidate or politician, a political party, or a government as a whole). Using the theories and concepts
learnt in the second part of the module, provide an in-depth analysis of the chosen case. The essay should follow the
following structure:
1. Introduction of the political case: this can be an electoral campaign, a political actor (a candidate, a politician, a
political party), or even a government. Provide a short analysis of the context in which the political campaign/actor
activates (macro and/or micro-environment).
2. Short theoretical background: an introduction to the most relevant theories, concepts, models learnt in the module
that would help you analyse the political marketing campaign/actor.
3. Analysis:
3.1. Provide an analysis of the political campaign/actor strategy. Refer to their political market orientation and
strategic postures, and identify their objectives, targeting and positioning strategies. Use theory and concepts to
inform your analysis.
3.2. Apply the concept of political branding to your chosen campaign/actor. Choose the most applicable/relevant
political branding concepts for your case E.g., political brand personality, party branding, candidate branding.
Apply them to your analysis.
3.3. Analyse the political campaign/actor communication strategy: types of broadcast communications, appeals,
channels, including use of any digital marketing tools.
3.4. Provide a critical evaluation of the campaign’s/actor’s success in achieving their goals. Use data and your
own critical judgement. Refer to the concept of political marketing delivery.
4. Recommendations: based on your analysis, please provide recommendations for future political marketers for how
they can improve the use of political marketing to achieve their goals or objectives. Write as if you were a political
marketing consulta
nt, planning how it can use marketing over the years leading up to the next election. These
recommendations need to be supported with literature/evidence.
Additional notes for all submissions:
– the essay should follow the structure proposed above.
– the literature review (point 2) is as important as its application in the subsequent analysis (point 3). Make sure you not
only review the most relevant theories/concepts/frameworks, but that you also apply them to justify and support your
arguments, choices and recommendations throughout.
– the recommendations (point 4) are as important as the analysis (point 3). Don’t just focus on what happened in the
past; identify lessons from it and generate advice for what a practitioner (social marketer, public sector or third sector
representative, political organization) might do in future from this.
– Read and draw on a wide range of relevant and reliable literature and evidence sources. These may include academic
journals and books (in the reading list and beyond), media reports, speeches/interviews, research reports, public data,
statistics.
– All sources should be appropriately referenced, in text and in the reference list.
3. Assessment rubric with weighted criteria – see table below
Weighted criteria Does not
meet
expectations
(49 or less)
Meets
expectations
(40-59)
Exceeds
expectations
(69-69)
Significantly
exceeds
expectations
(70+)
Presentation of the chosen case (up to 20
points)
– Explanation and justification of the case
– Overview of the macro- and micro-context
Theoretical background (up to 20 points)
– Identification of most relevant
theories/concepts
– Overview of the literature surrounding them
Analysis (up to 30 points)
– Overview of strategy and communications
(please check specific requirements for chosen
option)
– Critical evaluation
– Use of literature to support arguments
Recommendations (up to 20 points)
– Applicability/soundness
– Support with literature/evidence
– Link with previous analysis
Writing and referencing (up to 10 points)
– Writing coherently and persuasively to
evidence the understanding and ability to
apply course concepts;
– Logic and justification of choices throughout;
– Variety and reliability of sources included in
the list of references,
– Appropriate in-text referencing using Harvard
Referencing style;
Submission Information
Please observe the following style guide. Unless otherwise specified,
All work must be typed and submitted in MS Word or Adobe PDF format
Font size should be 12 point (unless otherwise specified)
Font style should be Arial
Lines should be double-spaced
Leave margins for comment Insert page numbers
Use a header containing your student ID number, the module code to which your work applies, and
the date. And Please:
Always spell-check and proof read your work before handing it in (once you have submitted your
work you will not be permitted to retrieve it)
Keep your own electronic back-up copy of your work and if possible save on two devices
Avoid plagiarism
Submit your work on time
Guidelines and Late-Work Policy
1. Coursework submitted late (and there are no extenuating circumstances) will incur a late penalty. Five per
2. cent of the total marks available shall be deducted for every period of 24 hours, or part thereof, that an
assignment is overdue there shall be a deduction of five per cent of the total marks available (i.e. five marks
for an assessment marked out of 100). After seven calendar days (168 hours or more late) the mark shall
be reduced to zero, and recorded as 0FL (zero, fail, late).
3. Each module has word limits for coursework assignments; however, the decision about whether to impose
a penalty mark for exceeding the word limit is made by each module organiser. You must check the module
handbook and the assignment briefing documents to see whether the particular module organiser has
adopted a penalty system. It is your responsibility to read the handbook and assignment briefing carefully. If
no penalty is specified then the module organiser will take into account the word length under the standard
marking conventions. For example, if you have exceeded the word limit then it might be that you have not
been sufficiently succinct or focused in your assignment and therefore might be penalised for these
weaknesses. Please note that word limits do NOT include references or appendices. However if excessive
material is included on appendices then this too will be judged accordingly and you may be awarded a
lower mark.
4. You should ensure that your submission is in either Microsoft Word or PDF format.
5. Failure to submit in either one of these formats will result in a mark of 0 being awarded for the particular
assessment. It is therefore your responsibility to ensure that the file format is correct and it can be opened
by the receiving party.
6. You should ensure that the correct piece of assignment is uploaded as the document downloaded on the
due date by the module organiser will be marked regardless of content. You will not have another
opportunity to submit the work again if you mistakenly uploaded the wrong document.
7. ALLOW YOURSELF PLENTY OF TIME TO SUBMIT YOUR COURSEWORK. DO NOT LEAVE IT UNTIL
THE LAST MINUTE
8. Computer problems, such as computer viruses, failure to make a back-up copy or temporary internet
access problems, will NOT be viewed as a valid reason for late submission.
9. Check that your assignment submission has been successful, and print a copy of the confirmation screen.
10. If you submit your assignment after the deadline, you will still be able to submit your coursework via QMplus
however you will be penalised for late submission, the only exception to this is if you have an approved
extension due to extenuating circumstances.
Submission Deadline
Date 28.04.2023
Time 15:00
QMplus Link/Page TBA
Help and Support
Module Organiser
Disability and Dyslexia Service (DDS)
Quantitative Skills Tutor
Academic Writing Skills Tutorvalue and parasocial relation.
Do not forget to mention ethical considerations.