marketing management

BCO 112 M

A RKETIN

G M

A N

A G

EM EN

T FA

LL, 2021-22

M ID

TERM A

SSESSM EN

T Task brief &

rubrics

Task • Individual project, each student w

ill have a short case from a list of short cases provided by the instructor.

• Answ

ers m ust be w

ritten in report form at, w

hich m eans that you shall provide data relevant to the case and theoretical references.

• U

se official cover provided on M oodle. Clearly identify each question w

ith its answ er. PD

F is m andatory.

• Q

uestions: o

Perform a SW

O T analysis of the brand involved in your case, highlighting the m

ost relevant facts. o

Analyze that brand’s Target G roup from

both dem ographic and psychographic perspectives.

o W

hat w ould you consider to be the U

ltim ate Consum

er Benefit of the brand featured in your case? Explain the Benefit’s supporting evidence.

Form alities:

• W

ordcount: 2,000. •

Cover, References and Appendix are excluded of the total w ordcount.

• Font: Arial 12.5 pts.

• Text alignm

ent: Justified. •

The in-text References and the Bibliography have to be in H arvard’s citation style.

Subm ission:

• W

eek 5 – Via M oodle (Turnitin). D

eadline Sunday O ctober 31

st 2021 at 11:59 CET.

W eight:

• This task is a 30%

of your total grade for this subject.

It assesses the follow ing learning outcom

es:

• D

em onstrate understanding of the principles of m

arketing and their applicability. •

U nderstand the processes of interaction betw

een key stakeholders. •

Illustrate the im pact of effective m

arketing program s and m

arketing plans.

Rubrics

“A ll grades are provisional, pending m

oderation.”

Exceptional 90-100

G ood 80-89

Fair 70-79 M

arginal fail 60-69 Know

ledge &

U nderstanding

(30% )

Student dem onstrates

excellent understanding of Advertising, M

edia &

Branding key concepts and uses vocabulary in an entirely appropriate m

anner.

Student dem onstrates

good understanding of the task and m

entions som e

relevant Advertising, M edia

& Branding concepts and

dem onstrates use of the

relevant vocabulary.

Student understands the task and provides acceptable Advertising, M

edia & Branding theory

and/or som e use of

vocabulary.

Student understands the task and attem

pts to answ er the

question but does not m

ention key Advertising, M

edia & Branding concepts

or uses m inim

um am

ount of relevant vocabulary.

A pplication (25%

) Student applies fully relevant know

ledge from

the Advertising, M edia &

Branding topics delivered in class.

Student applies m ostly

relevant know ledge from

the Advertising, M

edia &

Branding topics delivered in class.

Student applies som e

relevant know ledge from

the Advertising, M

edia &

Branding topics delivered in class. M

isunderstanding m

ay be evident.

Student applies little relevant know

ledge from Advertising,

M edia &

Branding topics delivered in class. M

isunderstands are evident.

Critical Evaluation (25%

) Student critically assesses in excellent w

ays, draw ing

outstanding conclusions from

Advertising, M edia &

Branding topics delivered in class.

Student critically assesses in good w

ays, draw ing

conclusions from

Advertising, M edia &

Branding topics delivered in class.

Student provides som e

insights but stays on the surface of the topic. References m

ay not be relevant.

Student m akes little or none

critical thinking insights, does not draw

conclusions from

Advertising, M edia &

Branding topics delivered in class.

Com m

unication (20%

) Student com

m unicates

their ideas extrem ely

clearly and concisely, respecting w

ord count, gram

m ar and spellcheck

Student com m

unicates their ideas clearly and concisely, respecting w

ord count, gram

m ar and

spellcheck

Student com m

unicates their ideas w

ith som e

clarity and concision. It m

ay be slightly over or under the w

ordcount lim it.

Som e m

isspelling errors m

ay be evident.

Student com m

unicates their ideas in a som

ew hat unclear

and confusing w ay. D

oes not reach or does exceed w

ordcount excessively and m

isspelling errors are evident.