Rolex Suits

Instructions on Assessment: This assessment includes group work and/or peer assessment or evaluation. It is important that students familiarise themselves with protocols for these activities and follow these during the course of the assessment. The document can be found on the module’s site on the e-Learning Portal. Word limits and penalties for assignments If the assignment is within +10% of the stated word limit no penalty will apply. The word count is to be declared on the front page of your assignment and the assignment cover sheet. The word count does not include: • Title and Contents page • Reference list • Appendices • Appropriate tables, figures and illustrations • Glossary • Bibliography • Quotes from interviews and focus groups. Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab nonsense analysis” (Smith, 2011 p.123)] are INCLUDED in the word count. If this word count is falsified, students are reminded that under ARNA page 30 Section 3.4 this will be regarded as academic misconduct. Students must use an appropriate use of tables (note: tables can be used to display supporting evidence, but should not be used to house large amounts of text in an attempt to answer a specific question, convey an argument central to the task set or unsettle the word limit) If the word limit of the full assignment exceeds the +10% limit, 10% of the mark provisionally awarded to the assignment will be deducted. For example: if the assignment is worth 70 marks but is above the word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63. Students are advised that they may be asked to submit an electronic version of their assignment. Time limits and penalties for presentations The time allocated for the presentation must be adhered to. At the end of this time, the presentation will be stopped and will be marked based on what has been delivered within the time limit. Submission of Assessment: All assignments must be submitted via the Newcastle Business School Office. Each assignment must be accompanied by an Assessed Work Form which must be completed in full. The assignment will not be accepted by the Newcastle Business School Office unless the form is completed correctly. Marked assignments will be returned to students. It is advisable to retain a copy of your assignment for your own records. Your mark will be returned on the Assessed Work Form via the Newcastle Business School Office Component 2: Written Assignment Completed: Individually You are required to submit a 3000 word report written for the Marketing Director of your chosen organisation. There are three key tasks: TASK 1 Using no more than 150 words, briefly introduce the marketing issue that you have researched and developed. (5 marks) TASK 2 Develop a buyer behaviour analysis (making reference to the Blackwell, Miniard and Engel analytical framework) for your chosen case study including: • A brief, but multi dimensional profile of the target market; • Analysis of the likely buying behaviour of your target market; • Identification of three key influences on this decision making process; • Identification of one issue related to information processing, as this will inform task 3. (25 marks) TASK 3 Using Fill’s MCPF, develop an appropriate communications strategy (including media and message) for this target market, remembering to address the influence and information processing aspects identified in task 2. This will require you to consider the following: • A brief, but holistic context analysis • To construct a range of communication goals and state positioning strategy • To provide a brief account of the marketing communications strategy • The development a coordinated communications mix, (including the consideration of various marketing communication tools and the construction of a media and creative strategy. • The coordinated communications mix should be fully integrated, with the proposed scheduled displayed using e.g. a Gantt chart. You are also welcome to calculate the cost of the campaign, although you are not restricted by a budget. There is also no expectation to display detailed financial accounts or costings) • To discuss how the campaign will be evaluated, highlighting and justifying the type of metrics used (40 marks) REPORT PRESENTATION AND RESEARCH You will be assessed on the presentation of your report and your use of research and referencing throughout the report. Your work needs: • Follow a business report format (see link for more details https://www.northumbria.ac.uk/static/5007/llspdf/skills/reportwriting.pdf); using an appropriate use of tables (note: tables can be used to display supporting evidence, but should not be used to house large amounts of text in an attempt to answer a specific question, convey an argument central to the task set or unsettle the word limit) • Referenced using the APA method; • Underpinned by a range of contemporary academic and business research. (10 marks) PEER EVALUATION You are also required to include and sign one of the following forms (available on the e-learning portal) in the appendices of your report, which relate to the group work element of the module: a) Functional Group form: This form indicates your belief that there were no issues with the group work element and all students contributed to the work. b) Dysfunctional Group form: This form indicates your belief that there are issues with the group work elements, which you believe warrants a differential in marks allocated to each student for component 1. If you submit this form you are required to provide a rationale for this. These forms will be used by the teaching team if necessary to review group marks from component 1. Students who do not submit one of the above forms will receive a 5 mark penalty. Additional Assessment Information Choice of Research area You are required to select an organisation and a situation that is likely to require Buyer Behaviour Analysis and IMC planning. Essentially you are building your own case study! The organisation should be an existing one, but the marketing issue can be real or fictitious. Here are some examples to inspire you: • A new product/service launch from an existing organisation e.g. Aston Martin launching an SUV; Topshop Kids range; Sports Centres adding a physiotherapy service. • A new market launch for an existing product/organisation (perhaps into a new segment or territory) e.g. a French clothing brand being launched into the UK market. • Brand extension e.g. IKEA entering the home building market; Prada prams; Weightwatchers Café; Topshop Home, Tesco Mobile etc. • Crisis management (defining an organisation and potential crisis) e.g. General motors recalling millions of their products, the running of the Co-operative group. • A relaunch, possibly because of a fall in sales, or change to consumer habits e.g. relaunching a classic car • An internal campaign e.g. in the event of a takeover or organisational change, for example Kraft takeover of Cadbury, Microsoft buying Nokia. • There will be others … if in doubt clear it with the tutor. You should choose your organisation/marketing issue carefully, making sure there is sufficient data available to you to apply the analytical and planning frameworks. Please discuss these ideas with the seminar tutor if you are unsure. Mapping to Programme Goals and Objectives: This assessment will contribute directly to the following Undergraduate programme goals and objectives. (Insert an ‘X’ in boxes where applicable, referring to Undergraduate Programme Specification Appendix X for mapping details) 1. Knowledgeable about the theory and practice of international business and management Objectives: Students will be able to: 1. Acquire knowledge of functional areas of business and management. X 2. Acquire knowledge of specialist areas of business. X 3. Apply their knowledge to business and management contexts. 4. Conduct contemporary research into business and management. 2. Skilful in the use of professional and managerial techniques and processes Objectives: Students will be able to: 1. Provide evidence of self reflection as a means of informing personal development planning. X 2. Demonstrate effective interpersonal communication skills and the ability to work in a team. X 3. Demonstrate critical thinking skills . 4. Demonstrate problem solving skills. 3. Aware of ethical issues impacting on business and professional practice Objectives: Students will be able to: 1. Identify an ethical dilemma in a business situation 2. Suggest ethical solutions to this dilemma 4. Employable as graduates Objectives: Students will be able to: X 1. In the context of securing graduate employment demonstrate the skills of self presentation. Assessment Criteria (NBS) Module Specific Assessment Criteria Mark General Criteria Module Assessment Criteria First (80 - 100) Exceptional scholarship for subject. Outstanding ability to apply, in the right measure, the skills necessary to achieve highly sophisticated and fluent challenges to received wisdom. The work will display detailed research and demonstrate a thorough understanding of the concepts and theories. These will be applied to the case study in such a way that the analysis, and subsequent campaign plan will be produced to a flawless professional standard. First (70 - 79) Knowledge and understanding is comprehensive both as to breadth and depth. A mature ability to critically appreciate concepts and their inter-relationship is demonstrated. Clear evidence of independent thought. Presentation of work is fluent, focused and accurate. The report will be expertly presented and all tasks will be completed to an exemplary standard. There will be evidence of scholarship in the extensive use of research and references and the concepts and theories will be applied in a very professional manner. Upper Second (60 - 69) Knowledge base is up-to-date and relevant, but also may be broad or deep. Higher order critical appreciation skills are displayed. A significant ability to apply theory, concepts, ideas and their inter-relationship is illustrated All tasks will be completed to a high standard and the work will be based on thorough research. The application of the concepts and theories to the case study will demonstrate a very good understanding of how theory underpins practice and the work will be presented to a near professional standard. Lower Second (50 - 59) Sound comprehension of topic. Reasoning and argument are generally relevant but not necessarily extensive. Awareness of concepts and critical appreciation are apparent, but the ability to conceptualise, and/or to apply theory is slightly limited. Tasks will be completed to a good standard and there will be evidence of research underpinning the discussion. Presentation will be of a good standard and there will be evidence that some understanding of how theory underpins practice. Third (40 - 49) Knowledge is adequate but limited and/or superficial. In the most part, description/assertion rather than argument or logical reasoning is used. Insufficient focus is evident in work presented. The report will be presented in an acceptable manner, though may lack the finesse of a professional document. There will be some evidence of research and understanding of how theory and practice are linked should be demonstrated in at least some of the tasks. The work may lack development/depth and will not be of a professional standard. (30 - 39) Minimal awareness of subject area. Communication of knowledge frequently inarticulate and/or irrelevant. The report may be presented poorly i.e. would not be acceptable as a business document. It will demonstrate limited research and the application of this research to the case study may be inconsistent. Some or all tasks will fail to meet the module objectives. (0 - 29) Poor grasp of topic concepts or of awareness of what concepts are. Failure to apply relevant skills. Work is inarticulate and/or incomprehensible. The work will fail to meet the objectives. It will be under researched and the application of the theory to the case study will be poor. Analysis and recommendations may be developed without justification from the research. The presentation standard will not be appropriate for a business document. Note: For those assessments or partial assessments based on calculation, multiple choice etc. Marks will be gained on an accumulative basis. In these cases, marks allocated to each section will be made clear. Students must retain an electronic copy of this assignment and it must be made available within 24 hours of them requesting it be submitted.