Research ( The Body Shop )

BMKT 1301: PRINCIPLES OF MARKETING MANAGEMENT Fall Semester 2018-2019 Project Requirements (20%)

Page 2 of 4

Presentation Assessment Criteria (Rubric)

These marking criteria are generic and designed to be as guidance. The mark awarded will take into consideration the 'best fit' band for that piece of

work that answers all the above points in logical way.

Poor Reasonable Good Score

0-1 2-3 4-5

1. Identify the brand’s

STP

□ Show limited, if any,

knowledge of

researching brand

□ No Sources sited

□ Reasonable knowledge

and understanding of

researching brand

□ Stating facts

□ Broad knowledge and

understanding of

researching brand

□ A wide range of diverse and

relevant sources is used.

□ Analysis and showing

critical thinking of

information

2. Specify the brand 4P’s □ Shows little (or no) understanding of

requirements of question

□ Generally relevant to the

topic but may fail to focus

on the question.

□ Attempts to use examples

and reasoning to justify

the question. However,

not always successful.

□ Reasonable understanding

of requirements of

question.

□ Some lapses in focus e.g. In places

lacks clarity of understanding

and/or some irrelevant content

included.

□ Attempts to use examples and

reasoning to justify the question.

Are broadly relevant and at least

partially supported.

□ Good, focused response

to question, showing

sound grasp of

requirements of question.

□ Content is relevant

and well selected.

□ Attempts to use examples

and reasoning to justify the

question. are relevant and

supported

□ Benchmarking within

industry to give

recommendation

BMKT 1301: PRINCIPLES OF MARKETING MANAGEMENT Fall Semester 2018-2019 Project Requirements (20%)

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3. Identify their 4 moments of truth

□ Show limited, if any,

knowledge of concepts.

□ An extremely narrow range

of sources (if any) is used

for the development.

□ Reasonable knowledge

and understanding of

concepts.

□ A reasonable range of relevant

sources is used.

□ Shows examples to justify opinion

□ Broad knowledge and

understanding of concepts.

□ A wide range of diverse and

relevant sources is used.

□ Shows benchmarking from

competitors and/ or peers to

justify opinion

4. Performing the SWOT analysis

□ Show limited, if any,

knowledge of concepts.

□ An extremely narrow

range of sources (if any)

is used.

□ No analysis has been

done

□ Reasonable knowledge

and understanding of

concepts.

□ Little justification for the

recommendation has been

provided

□ Reasonable SWOT analysis

□ Broad knowledge and

understanding of concepts.

□ A wide range of diverse and

relevant sources is used.

□ Detailed SWOT analysis

and recommendation

5. Recommendation for the 4P’s and STP’s

□ Show limited, if any,

knowledge of concepts.

□ An extremely narrow

range of sources (if any)

is used.

□ Limited explanation and

recommendations are

provided

□ Reasonable knowledge

and understanding of

concepts.

□ Reasonable explanation and

recommendations are provided

□ Broad knowledge and

understanding of concepts.

□ A wide range of diverse and

relevant sources is used.

□ Detailed recommendation

supported with evidence are

used.

BMKT 1301: PRINCIPLES OF MARKETING MANAGEMENT Fall Semester 2018-2019 Project Requirements (20%)

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6. Conduction of market research for the brand

□ Show limited, if any,

knowledge of concepts.

□ An extremely narrow

range of sources (if any)

is used.

□ No deep market

research has been done

□ Reasonable knowledge

and understanding of

concepts.

□ Little analysis and research has

been conducted

□ Broad knowledge and

understanding of concepts.

□ Detailed marketing research

has been conducted

7. Development of a brief for your marketing agency to create a marketing campaign for next Ramadan

□ Show limited, if any,

knowledge of concepts.

□ No marketing campaign

was created

□ Reasonable knowledge

and understanding of

concepts.

□ Narrow brief was developed

along with the marketing

campaign

□ Broad knowledge and

understanding of concepts.

□ Detailed brief was

developed and detailed

marketing campaign was

developed

8. English Speaking Skills and Pronunciation

□ Limited language

skills and poor

pronunciation are used

□ Reasonable language skills

and pronunciation are used

□ Good language

skills and

pronunciation are

used

BMKT 1301: PRINCIPLES OF MARKETING MANAGEMENT Fall Semester 2018-2019 Project Requirements (20%)

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9. Writing Style and length of

content/description

□ Writing style barely adequate

to express ideas concisely.

□ Limited use of own

language or

paraphrase. □ Poor length of content per

slide

□ Writing style adequate to express

ideas but may lack sophistication

and concision.

□ Acceptable use of own

language or paraphrase.

□ Acceptable length of content per

slide

□ Clear writing style,

with correct spelling

and punctuation.

□ Generally, effective use of

academic language and use

of own language or

paraphrase.

□ Ideal length of content per

slide

10. Interaction with Audience

□ Read most of presentation or

relied too heavily on notes

□ Speaker rarely, if any, show

eye contact with the

audience and is

appropriately animated (e.g.,

gestures, moving around,

etc.). □ Answer few audience

questions

□ Referred to notes and read very little

□ Speaker maintains reasonable eye

contact with the audience and is

appropriately animated (e.g.,

gestures, moving around, etc.).

□ Answer some of the audience

questions

□ Spoke extemporaneously

and read only direct quotes

□ Speaker maintains good eye

contact with the audience

and is appropriately

animated (e.g., gestures,

moving around, etc.). □ Answer audience questions

11. Time Management □ Does not allocate time for presentation

□ Identifies the time needed for the

presentation.

□ Sticks to time assigned within

25% of the allocated time

□ Identifies the time needed

for the presentation.

□ Sticks to time assigned

within 10% of the

allocated time

12. Engagement with Q&A Session

□ Doesn’t ask question or

engage in Q& A session

□ Asks question and limited

engagement

□ Asks question and fully

engage in Q& A sessions

Total Points

BMKT 1301: PRINCIPLES OF MARKETING MANAGEMENT Fall Semester 2018-2019 Project Requirements (20%)

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Report Assessment Criteria (Rubric)

These marking criteria are generic and designed to be as guidance. The mark awarded will take into consideration the 'best fit' band for that piece

of work that answers all the above points in logical way. Poor Reasonable Good Score

0-1 2-3 4-5

1. Identify the brand’s

STP

□ Show limited, if any,

knowledge of

researching brand

□ No Sources sited

□ Reasonable knowledge

and understanding of

researching brand

□ Stating facts

□ Broad knowledge and

understanding of

researching brand

□ A wide range of diverse and

relevant sources is used.

□ Analysis and showing

critical thinking of

information

2. Specify the brand 4P’s □ Shows little (or no) understanding of

requirements of question

□ Generally relevant to the

topic but may fail to focus

on the question.

□ Attempts to use examples

and reasoning to justify

the question. However,

not always successful.

□ Reasonable understanding

of requirements of

question.

□ Some lapses in focus e.g. In places

lacks clarity of understanding

and/or some irrelevant content

included.

□ Attempts to use examples and

reasoning to justify the question.

Are broadly relevant and at least

partially supported.

□ Good, focused response

to question, showing

sound grasp of

requirements of question.

□ Content is relevant

and well selected.

□ Attempts to use examples

and reasoning to justify the

question. are relevant and

supported

□ Benchmarking within

industry to give

recommendation

BMKT 1301: PRINCIPLES OF MARKETING MANAGEMENT Fall Semester 2018-2019 Project Requirements (20%)

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3. Identify their 4 moments of truth

□ Show limited, if any,

knowledge of concepts.

□ An extremely narrow range

of sources (if any) is used

for the development.

□ Reasonable knowledge

and understanding of

concepts.

□ A reasonable range of relevant

sources is used.

□ Shows examples to justify opinion

□ Broad knowledge and

understanding of concepts.

□ A wide range of diverse and

relevant sources is used.

□ Shows benchmarking from

competitors and/ or peers to

justify opinion

4. Performing the SWOT analysis

□ Show limited, if any,

knowledge of concepts.

□ An extremely narrow

range of sources (if any)

is used.

□ No analysis has been

done

□ Reasonable knowledge

and understanding of

concepts.

□ Little justification for the

recommendation has been

provided

□ Reasonable SWOT analysis

□ Broad knowledge and

understanding of concepts.

□ A wide range of diverse and

relevant sources is used.

□ Detailed SWOT analysis

and recommendation

5. Recommendation for the 4P’s and STP’s

□ Show limited, if any,

knowledge of concepts.

□ An extremely narrow

range of sources (if any)

is used.

□ Limited explanation and

recommendations are

provided

□ Reasonable knowledge

and understanding of

concepts.

□ Reasonable explanation and

recommendations are provided

□ Broad knowledge and

understanding of concepts.

□ A wide range of diverse and

relevant sources is used.

□ Detailed recommendation

supported with evidence are

used.

BMKT 1301: PRINCIPLES OF MARKETING MANAGEMENT Fall Semester 2018-2019 Project Requirements (20%)

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6. Conduction of market research for the brand

□ Show limited, if any,

knowledge of concepts.

□ An extremely narrow

range of sources (if any)

is used.

□ No deep market

research has been done

□ Reasonable knowledge

and understanding of

concepts.

□ Little analysis and research has

been conducted

□ Broad knowledge and

understanding of concepts.

□ Detailed marketing research

has been conducted

7. Development of a brief for your marketing agency to create a marketing campaign for next Ramadan

□ Show limited, if any,

knowledge of concepts.

□ No marketing campaign

was created

□ Reasonable knowledge

and understanding of

concepts.

□ Narrow brief was developed

along with the marketing

campaign

□ Broad knowledge and

understanding of concepts.

□ Detailed brief was

developed and detailed

marketing campaign was

developed

8. Writing Style and length of

content/description

□ Writing style barely adequate

to express ideas concisely.

□ Limited use of own

language or

paraphrase. □ Poor length of content per

slide

□ Writing style adequate to express

ideas but may lack sophistication

and concision.

□ Acceptable use of own

language or paraphrase.

□ Acceptable length of content per

slide

□ Clear writing style,

with correct spelling

and punctuation.

□ Generally, effective use of

academic language and use

of own language or

paraphrase.

□ Ideal length of content per

slide

Total Points

BMKT 1301: PRINCIPLES OF MARKETING MANAGEMENT Fall Semester 2018-2019 Project Requirements (20%)

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General Guidelines:  Address the question posed: Spend some time thinking about what the question is asking you. A common problem is that students try to get

down all their knowledge on a topic, rather than focusing on the question posed. Tailor your answer to the question posted. Make sure you

understand the question very well as half of the answer understands the question.

 Develop points fully: Try to cover a single key point in each example and ensure that you develop each point that you raise

 Use examples and offer evidence if possible to back up your points. Try to find examples (from textbooks, articles newspapers, your own

experience) to back up what you say

 The presentation should include an introduction slide, introducing the subject and should set out what you are going to present in the

presentation. The introduction should cover two main themes 1) Any background information the audience will need to make sense of your

presentation. 2) A road-map of how you are going to answer the question, with your main points. It is often easier to write the road-map part

of the introduction at the end, when you know what all your main points will be.

 The presentation should have clear conclusion at the end. The conclusion should summarize the examples and implications on while explaining

to the audience what will be the next step after auditing.

 Referencing: A full referencing of all the texts which have been sourced in the text of the presentation should be included. The reference list should be

produced in alphabetical order and all the details of the source should be given, i.e., the author/s name/s, the date, the title, the publisher, and where it

was published if a book, and the number, volume and page number if an article. The citation style for this course is APA style.

 This website will help in citing the sources http://www.citethisforme.com/

 Plagiarism: Plagiarism is the practice of taking someone else's work or ideas and passing them off as one's own. If you want to use someone’s else work it

should be referenced and paraphrased in a proper way to match the content of your presentation. You can't take direct quotes unless you put

apostrophe around the sentence. It should not exceed 3 quotes in the total presentation. The direct quotes must not exceed 3-5% of your total content.

Usually the direct quote should not exceed 2 lines. You Should paraphrase more than depending heavily on direct quotes. Otherwise, the content with

plagiarism will be marked as FAIL.

 The group will allocate duration of the presentation.

 Each student should present individually

 Each student will be assessed individually and not as a group.