PRINCIPLES OF MARKETING & COMMUNICATIONS IN A DIGITAL WORLD
Resit Assessment Brief
Academic year and term: 2018/19: Spring Semester
Module title: PRINCIPLES OF MARKETING & COMMUNICATIONS IN A DIGITAL WORLD
Module code: BUS020C416S
Module Convener: Dr. Declan Scully Learning outcomes assessed within this piece of work as agreed at the programme level meeting
Knowledge – You will be able to understand the principles of marketing and digital communication. Intellectual/transferrable skill – You will be able to apply basic marketing and digital communication techniques to organisational contexts
Business Readiness outcomes assessed within this piece of work as agreed at the programme level meeting
You will be applying basic business knowledge, developing your commercial awareness of how marketing impacts on organisational performance and understanding of a range of methods to communicate effectively.
Headline information for students:
Type of assessment: (one summative assessment per module)
Essay: 2,500 word limit
Assessment Deadline 2pm on Friday 26 July 2019.
Instructions for assessment
The coursework assignment requires students to submit a 2500 word assignment by the above deadline. Your work needs to show that you have accessed good quality information on your market and product (e.g. Mintel) and that you have used the ideas about marketing from the module (e.g. from the lecture materials and from the core text) The assignment requires students to describe and analyse marketing activities associated with the launch of a new haircare product. The assignment needs to contain the following elements:
a) A brief description of the new product that is the focus of this assignment AND a brief analysis of the market for this product;
b) Set out your strategy for the segmentation, targeting and positioning of the product; c) Your recommended Marketing Mix for this product
Mode of submission All written assignments will be submitted and marked online via Turnitin.
Your assignment will be assessed against the following criteria (further details in the rubric at
the end of this assessment brief):
● Description on the new product (20%) ● Analysis of the market for this product (20%) ● Strategy for the segmentation, targeting and positioning of the product (20%) ● Marketing Mix for this product (20%) ● Structure of and quality of writing in the assignment (10%) ● Presentation and referencing (10%)
Additional Information for Resitting Students
You must resubmit your work using the specific resit Turnitin link on Moodle. You should:
Include with your resubmission an additional reflective piece of up to 500 words (ideally at
the start of the document before the assignment itself) on what you understand was weak,
how you set about addressing this and what you have learned from this that may help you
with further assignments. You should address the following specifically:
i) Identify tutor feedback points on your original work and identify where/how the resit work
has changed (give page number) in response to feedback
ii) Identify the lessons you have learnt from doing the resit
iii) Reflect on how your feedback and this process will help you improve future assignments
If you did not submit work at the first opportunity you cannot reflect on your feedback.
However, you are still required to submit a reflective piece in which you identify your reasons
for non-submission, the implications of non-submission for your future success and how you
propose to address this in the future.
If you were deferred at the first assessment opportunity you do not need to include the
reflective piece as this is a first submission at a later date, not a resit.
The original marking criteria will still apply (see marking grid below) except that the 10%
weighting for presentation and referencing will be awarded instead to your reflective piece.
How will your work be assessed?
Your work will be assessed by a subject expert who will use the marking grid provided in this
assessment brief. When you access your marked work it is important that you reflect on the
feedback so that you can use it to improve future assignments.
Referencing
You MUST use the Harvard System. The Harvard system is very easy to use once you become familiar with it.
Assignment submissions
The Business School requires a digital version of all assignment submissions. These must
be submitted via Turnitin on the module’s Moodle site. They must be submitted as a Word
file (not as a pdf) and must not include scanned in text or text boxes. They must be
submitted by 2pm on the given date. For further general details on coursework preparation
refer to the online information via StudentZone http://studentzone.roehampton.ac.uk/howtostudy/index.html.
Mitigating circumstances/what to do if you cannot submit a piece of work or attend your presentation
The University Mitigating Circumstances Policy can be found on the University website -
Mitigating Circumstances Policy
Marking and feedback process
Between you handing in your work and then receiving your feedback and marks within 20
days, there are a number of quality assurance processes that we go through to ensure that
students receive marks which reflects their work. A brief summary is provided below.
● Step One – The module and marking team meet to agree standards, expectations and how feedback will be provided.
● Step Two – A subject expert will mark your work using the criteria provided in the assessment brief.
● Step Three – A moderation meeting takes place where all members of the teaching and marking team will review the marking of others to confirm whether they agree with the
mark and feedback ● Step Four – Work at Levels 5 and 6 then goes to an external examiner who will review a
sample of work to confirm that the marking between different staff is consistent and fair ● Step Five – Your mark and feedback is processed by the Office and made avail
Principles of Marketing & Communications in a Digital World
Marking criteria
0
Missing
20-29
Fail
30-39
Marginal fail
40-49
Adequate
pass
50-59
Competent
60-69
Good
70-79
Very Good
80-89
Excellent
100
Exemplary
Task 1:
Description on
the new product
(20%)
No useful or relevant information has been provided on the new product.
Little useful or relevant information has been provided on the new product.
Only a small amount of useful and relevant information has been provided on the new product.
Some useful background information has been provided on the new product.
A reasonable amount of useful information has been has been provided on the new product.
A large amount of useful information has been provided on the new product. This discussion has been integrated fairly effectively into the assignment.
A large amount of useful information has been provided on the new product. This discussion has been integrated effectively into the assignment.
A large amount of useful information has been provided on the new product. This discussion has been integrated extremely effectively into the assignment.
A large amount of useful information has been provided on the new product. The discussion cannot be improved on.
Mark awarded*
Task 2: Analysis
of the market for
this product
(20%)
The assignment contains virtually no analysis of the market for this product country.
The assignment contains very little analysis of the market for this product
The assignment contains only a small amount of analysis of the market for this product
The assignment contains an adequate analysis of the market for this product
The assignment contains a reasonable analysis of the market for this product
The assignment contains a good analysis of the market for this product
The assignment contains an excellent analysis of the market for this product
The assignment contains an excellent analysis of the market for this product
The analysis of the market for this product cannot be improved on.
Mark awarded*
Task 3: Strategy
for the
segmentation,
The analytical approach that has been applied is very poor.
The analytical approach that has been applied is poor.
The analytical approach that has been applied is weak.
The analytical approach that has been applied is adequate.
The analytical approach that has been applied is generally good but there are some weaknesses.
The analytical approach that has been applied is good.
The analytical approach that has been applied is excellent.
The analytical approach that has been applied is excellent.
The analytical approach that has been applied is outstanding and cannot be improved on.
targeting and
positioning of
the product
(20%)
Mark awarded*
Task 4:
Marketing Mix
for this product
(20%)
The analytical approach that has been applied is very poor.
The analytical approach that has been applied is poor.
The analytical approach that has been applied is weak.
The analytical approach that has been applied is adequate.
The analytical approach that has been applied is generally good but there are some weaknesses.
The analytical approach that has been applied is good.
The analytical approach that has been applied is very good
The analytical approach that has been applied is excellent
The analytical approach that has been applied is outstanding.
Mark awarded*
Task 5: Structure
of and quality of
writing in the
assignment
(10%)
The assignment is very poorly organised and has an extremely poor structure. The overall level of discussion and language that has been used is very poor. The assignment is littered with writing mistakes.
The assignment is poorly organised and has an inadequate structure. The overall level of discussion and language that has been used is poor. The assignment contains an unacceptable number of writing mistakes.
The assignment is not very well organised and there is scope to significantly improve its structure. The overall level of discussion and language that has been used is weak. The assignment contains a large amount of writing mistakes.
The organisation of the assignment and its overall structure are adequate. The overall level of discussion and language that has been used is adequate. The assignment contains a fairly high level of writing mistakes.
The organisation of the assignment and its structure are generally competent but various aspects could be improved. The overall level of discussion and language that has been used is reasonable. The assignment is clearly written but contains some writing mistakes.
The assignment is well organised and its overall structure is good. The overall level of discussion and language that has been used is good. The assignment contains only a small amount writing mistakes.
The organisation and the structure of the assignment is very good. The overall level of discussion and language that has been used is excellent. The assignment contains few writing mistakes.
The assignment is superbly organised and it has an outstanding structure. The overall level of discussion and language that has been used is outstanding. The assignment contains virtually no writing mistakes.
The assignment is superbly organised and it has an outstanding structure. The overall level of discussion and language that has been used is outstanding and cannot be improved upon.
Mark awarded*
Task 6:
Presentation,
referencing
(10%)
Very poor presentation and formatting throughout. Referencing is extremely limited or missing
Poor presentation and formatting throughout. Referencing is limited.
Poor presentation and formatting in many areas of the assignment. Referencing contains many omissions and inconsistencies.
Adequate presentation and formatting throughout. Referencing contains some omissions and inconsistencies.
Competent presentation and formatting throughout. Referencing is generally fine but certain aspects could be improved.
Good presentation and formatting throughout. Good referencing throughout.
Very good presentation and formatting throughout. Excellent referencing throughout.
Excellent presentation and formatting throughout. Excellent referencing throughout.
Outstanding presentation and formatting throughout. Outstanding referencing throughout. Cannot be improved upon.
Mark awarded*