Assignment/Coursework Remit (Part 1)
| Programme Title | BSc Business Management and associated programmes, IB (SIM) | ||
| Module Title | LH Contemporary Issues in Marketing | ||
| Module Code | 36152 | ||
| Assignment Title | Individual Coursework (Part 1) | ||
| Level | LH | ||
| Weighting | 50% | ||
| Lecturers | Dr Joanna Pokorska-Zare | ||
| Hand Out Date | 2/12/24 | ||
| Deadline Date & Time | 2nd January 2025 | 12pm (SGT) | |
| Feedback Post Date | 21st day after the deadline date | ||
| Assignment Format | Essay | ||
| Assignment Length | 2000 words, no excess | ||
| Submission Format | Online | Individual | |
Module Learning Outcomes:
This assignment is designed to assess the following module learning outcomes. Your submission will be marked using the Grading Criteria given in the section below.
LO 1. Demonstrate knowledge and understanding of the changing role of marketing in the contemporary business world.
LO 2. Identify and articulate key issues facing marketers within organisations and in the macroenvironment including drivers of customer value in organisations.
LO 3. Critically evaluate and discuss contemporary issues as they relate to consumer behaviours. LO 4. Demonstrate knowledge and understanding of relevant ethical and corporate social responsibility considerations, and its potential effects that marketing decisions: Students will be able to use a wide variety of theoretical and real-world approaches to understanding and resolving ethical issues.
LO 5. Critically evaluate and discuss industry and firm response to market changes and delivering cost effective, innovative marketing solutions, in a range of organisational types and, industry contexts.
Assignment:
The aim of this assignment is to write an essay focusing on a company of your choice. The essay will critically analyse and discuss how contemporary marketing issues may present opportunities and/or challenges to the organisation. Your essay should discuss how these issues impact the organisation’s marketing strategy and performance.
In developing this essay, you are required to focus your answer on one Singapore or UK-based organisation. You are free to select any sector; however, the company of your choice must have a recent annual report freely available online for you to read. It is essential that you also research the organisation thoroughly using relevant marketing intelligence reports on the sector as well as more specific information about the organisation. It is suggested that you undertake a review of the current marketing practices of the organisation through monitoring of their communications and understanding of publicly available information about their strategy and operations.
You will address the following areas in the essay:
Please note, you essay should not simply describe a case. Your analysis must draw not only on practical, illustrative examples, but should incorporate academic marketing literature. You are expected to draw on sources beyond the essential readings provided. You should be able to demonstrate a diverse set of skills and competencies allowing you to navigate the dynamic field of marketing.
Word limit: 2,000 words (no 10% over).
The word limit does not include Appendices or References, but includes everything else, e.g. words in tables, table of contents (if used), main body etc. You should not use a bibliography. A reference list and a bibliography are different things, and it is a reference list that you must use in this assignment. The assignment is to be standard format (Time New Roman, Calibri or Arial’ 12 pt, 1.5 spacing). A complete set of references directly cited must be supplied and formatted in Harvard style. Headings to highlight the main parts of the essay are recommended.
Ethical Use of Generative AI (GenAI)
You are permitted to use GenAI to support your submission for this assessment. You may use it for the following activities:
Applying GenAI tools should be done with human oversight and control. You should thoroughly review and use the results carefully as AI can generate authoritative-sounding output that can be incorrect, incomplete, uncritical, or biased.
You may not submit any work generated by an AI tool as your own. Where you include any material generated by an AI tool, it should be properly declared just like any other reference material. Alongside your assignment you should also provide a commentary in the Cover Sheet detailing how GenAI has been used to develop your final submission. If you have not used GenAI tools, you should clearly state so.
Plagiarism, including that which results from using GenAI, is a form of academic misconduct that will be dealt with under the University’s Code of Practice on Academic Integrity. https://intranet.birmingham.ac.uk/as/registry/policy/conduct/plagiarism/index.aspx
University guidance on ethical use of GenAI can be found here: https://intranet.birmingham.ac.uk/as/libraryservices/asc/student–guidance–gai.aspx
Further Guidance:
Feedback to Students:
Both Summative and Formative feedback is given to encourage students to reflect on their learning that feed forward into following assessment tasks. The preparation for all assessment tasks will be supported by formative feedback within the tutorials/seminars. Written feedback is provided as appropriate. Please be aware to use a web browser and not the Canvas App as you may not be able to view all comments.
Plagiarism:
It is your responsibility to ensure that you understand correct referencing practices. You are expected to use appropriate references and keep carefully detailed notes of all your information sources, including any material downloaded from the Internet. It is your responsibility to ensure that you are not vulnerable to any alleged breaches of the assessment regulations. More information is available at University’s Code of Practice on Academic Integrity https://intranet.birmingham.ac.uk/as/registry/policy/conduct/plagiarism/index.aspx.
Wellbeing, Extensions and Extenuating Circumstances:
The processes for extensions and extenuating circumstances (ECs) are to support students who have experienced unforeseen issues that have impacted their ability to engage with their studies and/or complete assessments. Students should notify Wellbeing of any extenuating circumstances as soon as possible via the online form, following the guidance provided.
Grading Criteria:
Note that the information below is guidance and feedback only and not a quantitative measure to calculate the grade.
The final grade represents the overall quality of the work taking these criteria into account but is the academic judgement of the marker(s).
| Criteria (% weight) | Fail <40 | Pass 40-49 | 2:2 50-59 | 2:1 60-69 | 1st 70-100 |
| Critical understanding of the topic, including marketing issue and impact of decisions on various stakeholders (40%) | Insufficient knowledge and understanding of the chosen topic. Show a lack of marketing reading and research. | Weak knowledge and understanding of the chosen topic. Shows a very limited range of marketing reading and research. | Good knowledge and understanding of the chosen topic but lacks criticality and depth in the arguments presented. Presents an unbalanced view of the topic. Shows a limited range of marketing reading and research. | Very good knowledge and understanding of the chosen topic, evidence of some criticality and depth in the arguments presented. A reasonably balanced view of the topic presented. Shows a range of marketing reading and research. | Excellent knowledge and understanding of the chosen topic, evidence of criticality and depth in the arguments presented. A balanced view of the topic presented. Shows a good range of marketing reading and research. |
| Knowledge application and appropriateness of organization /brand chosen (30%) | Extremely limited insight into the opportunities and challenges facing the organisation/brand. Poor choice of organisation/brand. | Very limited analysis and insight. Poor but some relevant practical suggestions for the organisation/brand are evident. | Some appreciation of relevant practical insight into how knowledge from the module can be applied to an organisation/brand. Acceptable choice of organisation/brand. | Insightful suggestions and clear recommendations made for organisation/brand. Insight shown based on evidence or clearly argued perspectives. | Excellent suggestions for the organisation/brand that are clearly articulated and show clarity in understanding the core of the organisation/brand. |
| Structure of the essay (10%) | Structure of the essay hampers the arguments. A lack of flow to the essay. Key issues related to the topic are very poorly communicated. | Structure of the essay shows confusion in places, limited flow to the essay. Most key issues related to the topic are poorly communicated. | Reasonably structured essay which has some flows within the essay. Some of the issues related to the topic are clearly communicated. | Clearly structured essay which flows for most of the essay. Most of the issues related to the topic are clearly communicated. | Clearly and logically structured essay which succinctly flows from start to end. All issues related to the topic are clearly communicated. |
| Use of language, presentation and referencing (15%) | Poor presentation with many errors in syntax and spelling. Not using the Harvard method. | Unsatisfactory presentation with significant weakness in syntax and spelling. Poor use of the Harvard Method. | Satisfactory presentation with satisfactory syntax and spelling. Harvard method with some errors. | Good quality presentation with good syntax and spelling. Harvard method with minimal errors. | Excellent presentation with good syntax and spelling and/or fluent expression. Correct use of the Harvard method. |
| Pre-work submitted on Canvas (5%) | Submission of no or one pieces of prep work on Canvas (0 or 1 points) | Submission of two pieces of prep work on Canvas (2 points) | Submission of one piece of prep work on Canvas (3 points) | Submission of two pieces of prep work on Canvas (4 points) | Submission of three pieces of prep work on Canvas (5 points) |
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