nstructions to Students for Submission

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 CommunicationLevel4
Assessment Title:Case Study ReportWeighted:50%
Criteria & Weighting80 – 100% Outstanding Work70 – 79% Excellent Work60 – 69% Good Quality Work50 – 59% Acceptable Work with some good aspects40 – 49% Satisfactory Work0- 39% Work does not satisfy assessment criteria
Outstanding integrationVery good integrationGood integration betweenSome integration betweenLittle integration betweenV. little or no integration
Structure,between the main sectionsbetween the main sectionsthe main sections of thethe main sections of thethe main sections of thebetween the main sections
presentationof the report. Ideasof the report.report.report.report.of the report. Ideas not
and style of thepresented in a logical,Ideas presented in a logicalIdeas presented in a logicalIdeas generally presented inIdeas not always presentedpresented in a logical and
report (10%)professional andand understandableand understandablea logical andin a logical andunderstandable 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 toGenerally clear and easy toSometimes unclear andInaccurate & poorly
Accurate & well presentedCreative & interesting.follow.follow. Accurate &difficult to follow.presented data.
data.Accurate & well presentedCreative & interesting.competently presentedGenerally accurate &
data.Accurate & well presenteddata.competently presented
Extensive selection ofEvidence of extensive &Evidence of wide &Evidence of appropriateSome evidence ofLittle evidence of
Research andcontemporary and/ orappropriate research. Highappropriate research.research. Some high qualityappropriate research. Fewappropriate research. No
referencingseminal academic papersquality academic andGenerally high qualityacademic and industryhigh quality academic andreference list present.
(20%)and industry sources sortedindustry sources used,academic and industrysources used.industry sources used.
and aggregated for logicalsorted and aggregated forsources used.Real world examples used
connections.logical connections.Real world examples usedwith some relevance.
Well chosen, comparableWell chosen, comparablewith relevance.
real world examples usedreal world examples used
with excellent relevance.with relevance.
Outstanding appreciation ofExcellent understanding ofGood understanding of theSome understanding of theLittle understanding of theVery little or no
Understandingthe problems and strengthsthe problems and strengthsproblems and strengthsproblems and strengthsproblems and strengthsunderstanding of the
of currentthat are presented in thethat are presented in thethat are presented in thethat are presented in thethat are presented in theproblems and strengths
strengths andcase.case.case.case.case.that are presented in the
problems (30%)Outstanding appreciation ofClear understanding ofUnderstanding of currentSome understanding ofLittle understanding ofcase.
current consumer/s andcurrent consumer/s andconsumer/s and theircurrent consumer/s andcurrent consumer/s andNo understanding of
their characteristics.their characteristics.characteristics.their characteristics.their characteristics.current consumer/s and
Clearly and thoroughlyClearly and thoroughlyRelated to relevantSome relationship toLittle relationship totheir characteristics.
related to relevantrelated to relevantmarketing theory andrelevant marketing theoryrelevant marketing theoryNo relationship to relevant
marketing theory andmarketing theory andpractice.and practice.and practice.marketing theory and
A fully developed,A well developed,A developed, integratedA marketing mix isA marketing mix isA marketing mix is
Proposedintegrated and evaluatedintegrated and evaluatedand considered marketingpresented that shows somepresented that shows littlepresented that shows very
solutionmarketing mix is presentedmarketing mix is presentedmix is presented that showsunderstanding of keyunderstanding of keylittle understanding of key
focused on athat shows clear andthat shows clear andunderstanding of keyconcepts & application toconcepts & is not applied toconcepts and is not related
justified targetthorough understanding ofthorough understanding ofconcepts & application tothe case situation.the case situation.to the case situation.
audience’skey concepts & applicationkey concepts & applicationthe case situation.The proposed mix has someThe proposed mix has littleThe proposed mix has no
psychographicto the case situation.to the case situation.The proposed mix relates torelation to and is positionedrelation to and /orrelation to or positioned
profileThe proposed mix whollyThe proposed mix clearlyand is positioned towardstowards an identified targetpositioned towards atowards a questionable
(40%)relates to and is positionedrelates to and is positionedan identified andmarket/s. The relationshipquestionable targettarget market/s. Little or no
towards an identified andtowards an identified andappropriate targetbetween ideas/conceptsmarket/s.appreciation of the
appropriate targetappropriate targetmarket/s.sometimes indicated.The relationship betweenrelationship between
market/s.market/s.The relationship betweenideas/concepts rarelyideas/concepts
The relationship betweenThe relationship betweenideas/concepts shown.shown.
ideas/concepts fullyideas/concepts fully

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