Marketing assignment

BCO112 MARKETING MANAGEMENT FALL, 2021-22 MID TERM ASSESSMENT Task brief & rubrics

Task

• Individual project, each student will have a short case from a list of short cases provided by the instructor. • Answers must be written in report format, which means that you shall provide data relevant to the case and theoretical references. • Use official cover provided on Moodle. Clearly identify each question with its answer. PDF is mandatory. • Questions:

o Perform a SWOT analysis of the brand involved in your case, highlighting the most relevant facts. o Analyze that brand’s Target Group from both demographic and psychographic perspectives. o What would you consider to be the Ultimate Consumer Benefit of the brand featured in your case? Explain the Benefit’s supporting evidence.

Formalities:

• Wordcount: 2,000. • Cover, References and Appendix are excluded of the total wordcount. • Font: Arial 12.5 pts. • Text alignment: Justified. • The in-text References and the Bibliography have to be in Harvard’s citation style.

Submission:

• Week 5 – Via Moodle (Turnitin). Deadline Sunday October 31st 2021 at 11:59 CET.

Weight:

• This task is a 30% of your total grade for this subject.

It assesses the following learning outcomes:

• Demonstrate understanding of the principles of marketing and their applicability. • Understand the processes of interaction between key stakeholders. • Illustrate the impact of effective marketing programs and marketing plans.

Rubrics

“All grades are provisional, pending moderation.”

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69 Knowledge &

Understanding (30%)

Student demonstrates excellent understanding of Advertising, Media & Branding key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant Advertising, Media & Branding concepts and demonstrates use of the relevant vocabulary.

Student understands the task and provides acceptable Advertising, Media & Branding theory and/or some use of vocabulary.

Student understands the task and attempts to answer the question but does not mention key Advertising, Media & Branding concepts or uses minimum amount of relevant vocabulary.

Application (25%) Student applies fully relevant knowledge from the Advertising, Media & Branding topics delivered in class.

Student applies mostly relevant knowledge from the Advertising, Media & Branding topics delivered in class.

Student applies some relevant knowledge from the Advertising, Media & Branding topics delivered in class. Misunderstanding may be evident.

Student applies little relevant knowledge from Advertising, Media & Branding topics delivered in class. Misunderstands are evident.

Critical Evaluation (25%)

Student critically assesses in excellent ways, drawing outstanding conclusions from Advertising, Media & Branding topics delivered in class.

Student critically assesses in good ways, drawing conclusions from Advertising, Media & Branding topics delivered in class.

Student provides some insights but stays on the surface of the topic. References may not be relevant.

Student makes little or none critical thinking insights, does not draw conclusions from Advertising, Media & Branding topics delivered in class.

Communication (20%)

Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas clearly 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 confusing way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.