marketing

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BCOBM113 MARKETING & UX FALL 2023 MID TERM ASSESSMENT Task brief & rubrics Task: Individual Case Study The students will be required to analyze a Case Study provided by the Professor thoroughly. The essay-format answers to the questions will cover the following: Analysis Method 1. Read the case study attentively at least two or three times. Become familiar with the critical points of the situation without adopting a position on the case.

Read as carefully and objectively as you can. 2. After becoming familiar with the case, note the main issues as you see them. The case study will have questions to help you focus on these. RESEARCH TO

BECOME FAMILIAR WITH THE SITUATION AT THAT TIME. 3. Consider the following questions assigned by your professor. Record all information pertinent to these in the form of case notes. Case study:

• Perform a SWOT analysis of the brand featured in your assigned case. Explain each step. • Suggest a solution for the case:

o Based on your SWOT analysis, use your criteria to identify the case’s main issue. o Suggest a Marketing Strategy as a possible solution to the case’s main issue.

§ Support your strategy with facts provided by the case. Formalities:

• Wordcount: 1500 words. • Cover, Table of Contents, References and Appendix are excluded of the total wordcount. • Font: Arial 12,5 pts. • Text alignment: Justified. • The in-text References and Bibliography must be in Harvard’s citation style.

Submission:

• Week 6 – Via Moodle (Turnitin). Deadline Sunday November 12th 2023 at 23:59 CET. Weight:

• This task is a 40% of your total grade for this subject. It assesses the following learning outcomes:

• Demonstrate understanding of the principles of marketing and their applicability. • Analyze the major forces in the marketing environment that impact businesses operations. • Describe segmentation, targeting and brand positioning processes. • Illustrate the impact of effective marketing programs and marketing plans. • Reflect on the importance of user experience in shaping marketing strategy and communications.

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Rubrics

Learning Descriptors

Fail Below 60% Marginal Fail 60- 69%

Fair 70-79 % Good 80-89% Exceptional 90- 100%

Analysis of the marketing environment KNOWLEDGE & UNDERSTANDING 25%

Very poor coverage of the marketing environment and its elements. Missing key aspects of the framework. Very poor analysis.

Minimal understanding of the marketing environment and analysis of its elements. Poor knowledge is demonstrated related to this framework. A few lines of relevant material.

Reasonable understanding and clearly identifying the elements of the marketing environment framework, although more details are needed. Reflect partial achievement of learning outcomes.

A sound grasp of, and clearly identifying the marketing environment framework and its elements. Some wider study beyond the classroom content is shown.

Effectively describes and explains the marketing environment framework; the explanation is focused, detailed and compelling. Overall, very good understanding of this concept is demonstrated.

Marketing strategy KNOWLEDGE & UNDERSTANDING 25%

Content is unclear, inaccurate and/or incomplete. The marketing strategy does not include all the necessary elements as seen in class. The content is very descriptive and relies more on opinion than knowledge.

Limited development that does not really support the purpose of the question. Limited analysis of the marketing strategy is shown, and further effort is needed for this to be considered a complete section.

Presents some information that adequately supports the central purpose of the question. Although some parts are missing, it demonstrates a level of partially adequate knowledge of the content area related to the marketing strategy.

Presents clear and appropriate information related to the marketing strategy that adequately supports the central question. Good knowledge about this concept is demonstrated.

Presents balanced, significant and valid information that clearly and convincingly supports the assessment of the marketing strategy. You demonstrate in-depth and specialized knowledge of the content area.

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Critical voice CRITICAL THINKING 25%

The main idea is not clearly articulated, or its component elements are not identified or described. Presents little if any analysis or interpretation; inaccurately and/or inappropriately applies frameworks and/or theories to the analysis. Presents few solutions or conclusions; solutions or conclusions are often not well supported, are inaccurate and/or inconsistent, and are presented in a vague or rudimentary manner.

Research problem, concept or idea is not clearly articulated at times and is confusing. Presents limited analysis or interpretation; inaccurately and/or inappropriately applies research methods, techniques, models, frameworks and/or theories to the analysis. Presents some solutions or conclusions but they are often not well-supported, or logical.

Adequately identifies and describes (or sketches out) the research problem, concept or idea and its components. Generally, applies appropriate research methods, techniques, models, frameworks and/or theories although with inaccuracies. Outlines solutions or conclusions that are somewhat logical and consistent with the analysis and evidence; identifies and/or lists solutions or conclusions although not always clearly.

Formulates a clear description of the research problem, concept or idea, and specifies major elements to be examined. Effectively applies appropriate research methods, techniques, models, frameworks and/or theories in developing and justifying multiple solutions or conclusions; solutions or conclusions are coherent, well supported and complete.

Effectively formulates a clear description of the research problem, concept or idea, and specifies major elements to be examined. Precisely and effectively applies appropriate research methods, employs advanced skills to conduct research. Uses techniques, models, frameworks and/or theories in developing and justifying multiple solutions or conclusions; solutions or conclusions are insightful, coherent, well supported, logically consistent and complete. Displays a mastery of complex and specialized areas.

SWOT analysis APPLICATION & EVALUATION 25%

Shows little ability to employ theory and practice across the functional areas of business in the assessment of issues relating to the SWOT analysis. Does not recognize or correctly identify cross-functional organizational issues relevant to this tool. Does not adequately evaluate the different elements that are included in the SWOT.

Shows some ability to employ theory and practice across the functional areas of business in the assessment of issues relating to the SWOT analysis. Recognizes organizational issues relevant to this tool but does not show proper understanding. Does not adequately evaluate the different elements that are included in the SWOT, showing important misunderstandings (e.g.: internal vs external).

Exhibits application of principles, theories and practices across the functional areas of business to the assessment of the SWOT analysis. With some exceptions, outlines and describes (or sketches out) some cross- functional organizational issues that are relevant to this tool.

Demonstrates an ability to integrate and apply principles, theories and practices across the functional areas of business to the assessment of the SWOT analysis. Identifies, examines and critically evaluates important cross-functional organizational issues associated with this tool.

Demonstrates well- developed ability to integrate and apply principles, theories and practices across the functional areas of business to the assessment of the SWOT analysis. Effectively identifies, examines and critically evaluates important cross-functional organizational issues associated with this tool.