Cases in Marketing
Assessment Brief
Academic Year 2019-2020
BCO324-ONL01457 CASES IN MARKETING
FINAL AssIGNment:
FINAL CASE STUDY
Individual task.
Students to write a marketing case study, undertaking the role of marketing consultant for a specific product or service and advise their client on how to improve the overall marketing strategy, taking into consideration current challenges and opportunities.
You will need to analyze your selected case identifying potential future challenges and solutions, brining evidence of research and knowledge of the topic from reliable and contemporary sources.
Please use own secondary research and study.
Credit will be given for evidence of:
· Library/Internet based research. Try to use a mixture of resources – books, journals, articles as well as the internet. For your final case, you need at least 20 credible sources in the reference list.
· Understanding of the issues raised by the questions.
· Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system.
· Include a list of references.
· Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence (especially in the secondary data analysis/application of analytical frameworks).
· A logical structure and well-argued solution to the case problem/final recommendations).
· As well as with per everything else mentioned in the Rubrics.
Word count: 2,500 words
REQUIREMENTS
Formalities:
· Word count: 2,000words; Cover page, Table of Contents, Bibliography and Annexes are excluded of the total wordcount.
· Font: Arial 12 pts.
· The in-text references and the bibliography have to be in the Harvard citation style. This includes also for graphic images, tables and photos taken from other sources.
Thank you.
SUBMISSION INSTRUCTIONS
The work must be on one single Word.docx document and must be uploaded on the appropriate Turnitin folder created by the course Faculty Member on Moodle.
The title of the student’s submitted file should contain the following information:
Name of this course
Name of the Faculty Member / Teacher
Student’s full Name
Student ID number
Title of this assignment (Mid-Term / Final)
Release Date: As of Week 5.
Submission Deadline: Week 8: at the latest on Sunday, 20th September 23:59 Via Moodle (Turnitin).
Weight: This task contributes 60% to your total grade for this course.
GRADING CRITERIA
(Grading matrix/rubric next page)
Exceptional 90-100
Good 80-89
Fair 70-79
Marginal fail 60-69
Knowledge & Understanding (20%)
Student demonstrates excellent understanding of the task, the key concepts, applies theory where useful or necessary, and uses vocabulary in an entirely appropriate manner.
Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
Student understands the task and provides minimum conceptual and theoretical support, and uses only some of the relevant vocabulary.
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Application (30%)
Student applies fully relevant knowledge from the topics delivered in class.
Student applies mostly relevant knowledge from the topics delivered in class.
Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.
Student applies little relevant knowledge from the topics delivered in class. Misunderstanding is evident.
Critical Thinking (30%)
Student critically assesses in excellent ways, drawing insightful conclusions based on readings from relevant authors. Student also makes clear and correct citations and uses the Harvard referencing method correctly.
Student critically assesses in good ways, drawing conclusions from relevant authors and references. Student knows how to use the Harvard referencing method correctly.
Student provides some insights but stays on the surface of the topic. References may not be relevant.
Student shows little or no critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)
Student communicates their ideas very well organized and extremely clearly and concisely, respecting word count, grammar and spellcheck.
Student communicates their ideas in an organized manner and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
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