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2021Q4BUSMGT751TestAssignmentBrief.docx

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Individual Test (40%) – Assignment Brief BUSMGT: Marketing Management Quarter 4, 2021

This document contains the initial details for the Test that you must individually sit in Marketing Management. Further guidance will be provided closer to the time. The Test is held in Week 7 of the quarter and will cover content from weeks 1 to 6, so you will need to study and prepare throughout weeks 1-7 so that you are not rushed. You will answer 2 questions in full essay style. Each question is worth 20 marks. The test is open book, meaning you can refer to your notes and readings from class, however your answer must all be in your own words (i.e., paraphrased and/or original).

Learning outcomes addressed in this assignment

LO1 Determine and justify the appropriate use of market research techniques to support decision-making in marketing management.

LO3 Review and appraise distinct consumer research frameworks and consumer behaviour theories and concepts in relation to marketing management.

Assignment name:		Test
Assignment weighting:		40% of your final grade
Due date and time:		Friday 29th October 2021 from 6:15 PM to 8:30 PM

Test format:		Open book - answer 2 essay-style questions on a combination of topics (20 marks per question)
Word limit:		1,000 words per question (+/- 10%)
Reference format:		APA 7th - you are required to provide in-text citations where you use and/or refer to sources such as the textbook or readings, but a reference list is not required, and secondary research is not required

Aim of the Test

The aim of this Test is for students to individually demonstrate their own understanding (in their own words) of the marketing management knowledge gained in the course up to week 6 through application. You should draw from:

(1) The theory and concepts you have learnt in classes from weeks 1 to 6

(2) The readings from weeks 1 to 6

(3) Your group marketing plan project

Further guidance and detailed instructions will be provided closer to the time.

General guidelines

This Test requires you to demonstrate your understanding and application of the marketing management concepts and theories covered up to week 6. For each question, your answer should be no more than 1,000 words long (+/- 10%) including citations (but a reference list is not required). Your answers should be written in essay-style, meaning that you should include both an introduction and conclusion, and body paragraphs with logical flow in between. Body paragraphs should follow the PEEL/TEE+ structure.

Stronger answers will provide definitions of concepts and explanations of theories in the student’s own words, clear explanations of how the concepts apply to the scenario, with strong justifications and supporting examples based on the scenario to illustrate their depth of understanding and knowledge. Furthermore, they will be very readable and succinct with no errors.

Marking rubric (applied to each question, marked holistically)

Total 20 marks

Very good

Good

Passable

Not passable

Content and

application

6 marks

Demonstrates an advanced level of knowledge and understanding of the concepts and theories. Key concepts and theories are accurately and completely expressed. Well-supported by detailed and accurate examples.

Demonstrates a good level of knowledge and understanding of the concepts and theories. Key concepts and theories are expressed, though perhaps not always accurately or completely. May not always be wellsupported by detailed and accurate examples.

Demonstrates some knowledge and understanding of the concepts and theories. Key concepts and theories are partially expressed. Examples are very general and/or less

credible/convincing in nature.

Does not demonstrate adequate understanding of the concepts and theories.

Key concepts and theories are either poorly expressed or not expressed sufficiently. Examples are not credible/convincing nor appropriate.

Focus and

analysis

6 marks

Extremely clear focus on the topics at hand. Question is completely answered.

Arguments are fully developed.

High-quality ideas and reasons.

Fair focus on the topics at hand.

Most components of the question are answered. Arguments are well developed.

Good ideas and reasons.

Some focus on the topics at hand, though this may drift at times.

Important components of the question are not answered.

Arguments are partially developed.

Weak ideas and reasons.

Poorly focussed on the topics.

Question is not at all adequately answered. Arguments are not welldeveloped.

Poor ideas and reasons.

Structure

4 marks

Introduction is inviting, states main topics, and provides an overview of the essay.

Body paragraphs are very well-structured and are organised very logically and effectively. There is an excellent flow between paragraphs.

Conclusion is an excellent summary of the essay.

Introduction states the main topics and provides an overview of the essay. Body paragraphs are wellstructured and are organised logically and effectively. There is a good flow between paragraphs.

Conclusion is a good summary of the essay.

Introduction states the main topics but is not very comprehensive.

Body paragraphs are not always well-structured and may not be logically organised. There is an adequate flow between paragraphs.

A conclusion is provided.

There is no clear introduction.

Body paragraphs are not well-structured and are not logically organised. Paragraphs do not flow well.

There is no adequate conclusion.

Readability

4 marks

Tone and style are wellsuited to a business academic audience and the essay has no rhetorical questions or slang/colloquialism. All sentences are complete.

No errors in grammar, word choice, and/or spelling.

Tone and style are generally acceptable for a business academic audience and the essay has no rhetorical questions or slang/colloquialism. Most sentences are complete.

Very few errors in grammar, word choice, and/or spelling.

Tone and style are inconsistent and simplistic, and the essay uses a few rhetorical questions and/or slang/colloquialism. A large number of sentences are incomplete. Many errors in grammar, word choice, and/or spelling.

Tone is frequently or consistently inappropriate for a business academic audience and uses rhetorical questions and/or slang colloquialism on a number of occasions. Most or all sentences are incomplete. So many errors in grammar, word choice, and/or spelling that the essay ultimately does not communicate the student’s ideas in an acceptable or understandable manner.