Instructions to Students for Submission of This Coursework
Task Details:
Using the case study* that you have chosen and worked on in the seminar activities, you are to submit an industry style report for the client that addresses the following:
- An overview of the current marketing mix and its relevance to the
- Identify and define the current customer/s.
- Identification of the organisations current problems and
- Select and define a future target market (3 character profiles).
- Present recommendations for a new marketing mix that will take the product/service into the
You submit your report via Blackboard and should be 1600 words (+/- 10%) inc. Harvard Referencing
*All case studies are available on the Marketing Communications Blackboard site within the relevant subject group folder Events, Hospitality, Tourism or Food.
Particular instructions to students:
The module is designed to allow students to develop understanding and knowledge of the sector relevant case study during the seminar schedule and receive formative feedback throughout. Seminar activities provided students with the opportunity to gather information, research, share ideas and receive constructive advice regarding their progress. Students should ensure that they complete the required reading as this will provide essential background information that will directly benefit the task #1 refer/defer report grade.
Submission requirements
The report should also be submitted electronically via Blackboard – by 18th July 2019 – 3:30pm – via Blackboard
Study Skills Support
If you require support with this submission please contact the module leader ([email protected]) or your seminar tutor direct.
Feedback and Feed-forward Strategy and how students can access their Feedback
Students will get a detailed Feedback form that explains why they received their grade they did and will also highlight key strengths of the assessed presentation and report, indicating areas of improvement. Your feedback will be available via Blackboard with your grade later in the summer, before you return for next year.
Assessment Criteria – Task 1 – Refer/Defer – summer 2019
| Module Title: | Marketing Communication | Level | 4 |
| Assessment Title: | Case Study Report | Weighted: | 50% |
| Criteria & Weighting | 80 – 100% Outstanding Work | 70 – 79% Excellent Work | 60 – 69% Good Quality Work | 50 – 59% Acceptable Work with some good aspects | 40 – 49% Satisfactory Work | 0- 39% Work does not satisfy assessment criteria |
| Outstanding integration | Very good integration | Good integration between | Some integration between | Little integration between | V. little or no integration | |
| Structure, | between the main sections | between the main sections | the main sections of the | the main sections of the | the main sections of the | between the main sections |
| presentation | of the report. Ideas | of the report. | report. | report. | report. | of the report. Ideas not |
| and style of the | presented in a logical, | Ideas presented in a logical | Ideas presented in a logical | Ideas generally presented in | Ideas not always presented | presented in a logical and |
| report (10%) | professional and | and understandable | and understandable | a logical and | in a logical and | understandable sequence. |
| understandable sequence. | sequence. | sequence. | understandable sequence. | understandable sequence. | Unclear and easy to follow. | |
| Creative & stimulating. | Clear and easy to follow. | Mostly clear and easy to | Generally clear and easy to | Sometimes unclear and | Inaccurate & poorly | |
| Accurate & well presented | Creative & interesting. | follow. | follow. Accurate & | difficult to follow. | presented data. | |
| data. | Accurate & well presented | Creative & interesting. | competently presented | Generally accurate & | ||
| data. | Accurate & well presented | data. | competently presented | |||
| data. | data. | |||||
| Extensive selection of | Evidence of extensive & | Evidence of wide & | Evidence of appropriate | Some evidence of | Little evidence of | |
| Research and | contemporary and/ or | appropriate research. High | appropriate research. | research. Some high quality | appropriate research. Few | appropriate research. No |
| referencing | seminal academic papers | quality academic and | Generally high quality | academic and industry | high quality academic and | reference list present. |
| (20%) | and industry sources sorted | industry sources used, | academic and industry | sources used. | industry sources used. | |
| and aggregated for logical | sorted and aggregated for | sources used. | Real world examples used | |||
| connections. | logical connections. | Real world examples used | with some relevance. | |||
| Well chosen, comparable | Well chosen, comparable | with relevance. | ||||
| real world examples used | real world examples used | |||||
| with excellent relevance. | with relevance. | |||||
| Outstanding appreciation of | Excellent understanding of | Good understanding of the | Some understanding of the | Little understanding of the | Very little or no | |
| Understanding | the problems and strengths | the problems and strengths | problems and strengths | problems and strengths | problems and strengths | understanding of the |
| of current | that are presented in the | that are presented in the | that are presented in the | that are presented in the | that are presented in the | problems and strengths |
| strengths and | case. | case. | case. | case. | case. | that are presented in the |
| problems (30%) | Outstanding appreciation of | Clear understanding of | Understanding of current | Some understanding of | Little understanding of | case. |
| current consumer/s and | current consumer/s and | consumer/s and their | current consumer/s and | current consumer/s and | No understanding of | |
| their characteristics. | their characteristics. | characteristics. | their characteristics. | their characteristics. | current consumer/s and | |
| Clearly and thoroughly | Clearly and thoroughly | Related to relevant | Some relationship to | Little relationship to | their characteristics. | |
| related to relevant | related to relevant | marketing theory and | relevant marketing theory | relevant marketing theory | No relationship to relevant | |
| marketing theory and | marketing theory and | practice. | and practice. | and practice. | marketing theory and | |
| practice. | practice. | practice. |
| A fully developed, | A well developed, | A developed, integrated | A marketing mix is | A marketing mix is | A marketing mix is | |
| Proposed | integrated and evaluated | integrated and evaluated | and considered marketing | presented that shows some | presented that shows little | presented that shows very |
| solution | marketing mix is presented | marketing mix is presented | mix is presented that shows | understanding of key | understanding of key | little understanding of key |
| focused on a | that shows clear and | that shows clear and | understanding of key | concepts & application to | concepts & is not applied to | concepts and is not related |
| justified target | thorough understanding of | thorough understanding of | concepts & application to | the case situation. | the case situation. | to the case situation. |
| audience’s | key concepts & application | key concepts & application | the case situation. | The proposed mix has some | The proposed mix has little | The proposed mix has no |
| psychographic | to the case situation. | to the case situation. | The proposed mix relates to | relation to and is positioned | relation to and /or | relation to or positioned |
| profile | The proposed mix wholly | The proposed mix clearly | and is positioned towards | towards an identified target | positioned towards a | towards a questionable |
| (40%) | relates to and is positioned | relates to and is positioned | an identified and | market/s. The relationship | questionable target | target market/s. Little or no |
| towards an identified and | towards an identified and | appropriate target | between ideas/concepts | market/s. | appreciation of the | |
| appropriate target | appropriate target | market/s. | sometimes indicated. | The relationship between | relationship between | |
| market/s. | market/s. | The relationship between | ideas/concepts rarely | ideas/concepts | ||
| The relationship between | The relationship between | ideas/concepts shown. | shown. | |||
| ideas/concepts fully | ideas/concepts fully | |||||
| indicated. | indicated. |