Details of Assessment
Investigative essay 40%
Students are required to complete an individual essay during the course. The essay topic is as follows:
“While marketers do their best to imbue brands with positive, motivating values and associations, marketers do not decide a brand’s ultimate meaning. Consumers do – and sometimes they find relevance, purpose and significance that the brand’s creators may not have seen or intended. DISCUSS”. －Dorothy Fitch, global analyst, Millward Brown
This is an essay based on scholarly journal article research, theory and critical evaluation/synthesis (not mere description). You must support your answer with a minimum of 6 journal articles (can be peer reviewed or otherwise but must be from sources classified as Journals). The essays upper word limit is 2,500 words. There is no minimum word limit. The upper word limit is strict. NB. The word limit does not include; title page/cover page, sub-headings, reference list (it does include in-text citations), appendix.
Notes:
• A minimum of 6 journal articles. Penalty of 20/100 marks applied if this criteria is not met. • Full Harvard author-date referencing is required (in-text citations, and reference list).
• Exceeding the word limit will lead to a deduction of 10/100 marks.
• No extensions will be granted. Students who have not submitted the task prior to the
deadline will be awarded a mark of 0 for the task, except for cases in which an application for special consideration is made and approved.
Your report must be submitted online VIA iLearn for MKTG203:
Submit softcopy to the plagiarism detection system ‘Turnitin’ VIA iLearn before the deadline on Monday at the start of week 12 by 11:59pm
Please make sure that you are submitting to the correct dropbox.
Please note the following:
• Your soft copy must include a title Page with full official student name (last name in CAPITALS), student ID number, tutors name, tutorial day, tutorial time and tutorial room number. It must also include your reference list. Please name your file as follows: Surname_Tutor_Final Essay.doc
• Essay should be formatted as follows; size 12 times new roman font, 1.5 line spacing, regular margins, headings in capitals and bold, sub-headings in upper and lower case and bold italics.
• Essays will be marked electronically via GradeMark on Turnitin using iLearn, annotated with comments from the marker and your grades will be available for viewing on the Grades link via iLearn approximately 2-3 weeks after submission. An announcement will be made on iLearn when assignments have been marked.
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Assessment and Feedback Marking Guide
Assessment Task: Specialist Topic Consumer Behaviour Essay
Unit Code: MKTG203
Student Name:
Assessor Name: Date:
General Standards as Applied to this Assignment
High
Distinction
85-100%
The student dem onstrates the competencies in Distinction standard and in addition
demonstrates;
• Insightful and comprehensive identification and discussion of key scholarly literature
concerning the specialist marketing topic.
• Advanced understanding and integration of the relevant marketing theory.
• Advanced capacity to use insights to critically appraise literature, ideas and arguments,
draws well-supported conclusions.
• The work has been written, referenced and presented to an exemplary academic standard,
and presents a compelling and effective argument/discussion.
Distinction
75-84%
The student demonstrates the competencies in Credit standard and in addition;
• Demonstrates selectivity and uses judgement in determining the importance of readings
and ideas.
• Develops a pr ogressive, convincing, and clear argument throughout the work.
• Shows evidence of wide reading and synthesis of ideas.
• Demonstrates capacity to evaluate and critically appraise literature, ideas and arguments,
draw appropriate conclusions and apply relevant theory.
• The work has been written and presented to a high academic standard, and presents a
coherent argument.
Credit
65-74%
The student demonstrates the competencies in Pass standard, and in addition;
• Demonstrates a sound understanding of key marketi ng concepts, theories, and issues .
• Key literature in marketing identified and discussed.
• Demonstrates a sound capacity to appraise literature, ideas and arguments, to draw limited
conclusions and apply relevant theory.
• May sometimes lapse into descriptio n rather than providing analysis and evaluation.
• Provides a satisfactorily structured, sourced, and referenced work which is clearly written
and grammatically accurate in terms of spelling. Some significant improvements needed to
meet a suitable standard. Argument/discussion is credible.
Pass
50-64%
The student demonstrates some or all of the following;
• Key marketing concepts, theories, and issues in the specialist marketing topic are identified
and discussed.
• The work demonstrates a limited capacity to appraise literature, ideas and arguments, draw
appropriate conclusions and apply relevant theory.
• The work provides little or no evidence of critical analysis and may simply restate or
describe.
• The work is not synthesised or integrated and lacks depth of analysis.
• Relies extensively on text, or limited readings providing little evidence of research. May
demonstrate a narrow focus.
• The work is presented with sufficient coherence and clarity for the reader to understand the
ideas and arguments being propo sed. Improvements to writing such as structure, grammar
and referencing are required to meet academic writing standards. Argument/discussion has
some flaws.
Grade
2
Fail
0 -49%
The student may demonstrate some or all of the following;
• Has not identified key schol arly literature concerning the specialist marketing topic.
• C onveys little evidence of understanding of relevant theory.
• The work conveys little evidence of the capacity to appraise literature, ideas and
arguments, to draw appropriate conclusions and apply relevant theory.
• Demonstrates a failure to identify the issues.
• Demonstrates a failure to answer the question or misinterprets the question.
• Does not provide evidence of the minimum scholarly reading requirements (6).
• The work demonstrates little understa nding or appreciation of standards required for
academic writing. Improvements in terms of clarity, grammar, spelling, quotations,
referencing or presentation are required to achieve an acceptable standard.
• Argument/discussion is fundamentally flawed.
• Ass essment is not handed in on time.
• NB. The textbook does not constitute one of the 6 scholarly article requirements
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Specialist Topic Marketing Essay Marking Criteria
CRITERIA MARK
Introduction:
Introduces the topic, details the purpose and structure of the assignment concisely /5
Content & Analysis:
Comprehensive ana lysis and discussion of journal articles relevant to the research topic
and evidentially based
Themes in the literature were identified, carefully integrated , critically evaluated and
closely linked to the essay topic throughout
Arguments and conclusions were based on evidence from the j ournal articles reviewed
/30
/30
/15
Presentation:
Logically and clearly structured content
Sentence & paragraph construction, clarity, readability, succinctness, spelling, grammar,
punctuation, professionally expressed written in third person
/2
/3
Conclusion:
Summarises the key findings in a concise yet comprehensive manner
/5
Referencing:
List of references in correct Harvard Author – Date referencing style
In – text citations adequate and in correct Harvar d author – date referencing style
/5
/5
Total
/100
Read this article:
Laroche, M., M. R. Habibi, M.-O. Richard and R. Sankaranarayanan (2012). “The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty.” Computers in Human Behavior 28(5): 1755-1767.
Answer the following Q’s:
1. What are Brand communities? AND Why are they important for marketers to understand?
2. How has social media influenced brand communities?
3. How do you think marketers should best manage their online brand communities? What role should they play and what are the issues do they need to be aware of?
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