| Category | Assignment | Subject | Marketing |
|---|---|---|---|
| University | York St John University | Module Title | MBB7009M Marketing and Data Analytics |
| Word Count | 3,000 words (+/- 10%) |
|---|---|
| Assessment Type | Component number: 02 |
| Assessment Title | Report |
| Assessment Level | 7 (Postgraduate) |
| Assessment Number | 2 |
For this individual assignment, you will develop a report which will be comprised as a word document with a variety of graphs, charts, figures and critical paragraphs. You will need to select a company of your choice. You are to critically evaluate the organisation’s marketing environment, integrated marketing communication and demonstrate how the company integrate their online and offline media.
7.1 Demonstrate in-depth, specialist knowledge and mastery of techniques relevant to the study of opportunities and challenges of business and management
7.2 Demonstrate an advanced and critical understanding of concepts, information and techniques informed by knowledge at the forefront of the study of contemporary business issues within the context of society
7.3 Demonstrate a systematic, integrated, and critically aware understanding of business management, leadership, and teamwork
7.5 Formulate a critical awareness of current issues in business management informed by contemporary research and practice
7.6 Demonstrate a piece of deep knowledge and critical understanding of organisations, context and response to changes in the global business environment
7.7 Extrapolate information critically and creatively utilising appropriate decision-making techniques in order to extract meaning and understanding, solve problems, and identify and evaluate options in a world of uncertainty and imperfect information
The report should be created using Microsoft Word. You have access to Microsoft software for free through your university account.
Suggested guide for the report is available on Moodle. Font should be either Times New Roman or Arial, font size of 12. Spacing 1.5 and normal margins.
The report word count is 3,000 words (+/-10% e.g. word count can be between 2,700 and 3,300 words).
The report should contain all the relevant information (see assignment guide on Moodle) but also be visually appealing including the use of digital media, graphs, tables, and figures as appropriate. You will be assessed on the originality of your report, application of theory and knowledge, as well as your use of research and referencing throughout.
Your work needs to:
Please refer to the York St John University Code of Practice for Assessment and Academic-Related Matters.
We ask that you pay particular attention to the Academic Integrity and Academic Misconduct Policies within. Penalties will be applied where a student is found guilty of academic and/or ethical misconduct, including termination of your programme of study.
You are required to keep to the time limit set for an assessment and to note that you may be subject to penalty if you exceed that limit. Time will be recorded in accordance with Section 32: Agreed Sanctions Policy.
For late or non-submission of work by the published deadline or an approved extended deadline, a mark of 0NS will be recorded. Where a re-assessment opportunity exists, a student will normally be permitted only one attempt to be re-assessed for a capped mark in accordance with Section 38. Reassessment Policy
An extension to the published deadline may be granted to an individual student if they meet the eligibility criteria of Section 17: Exceptional Circumstances Policy
Do You Need MBB7009M Assessment 2 of This Question
Order Non Plagiarized AssignmentPass Grade Bands (100 – 50) (Learning Outcomes must be met)
Fail Grade Bands (49 – 0) (Learning Outcomes are not met)
|
General Characteristics |
Pass (50 – 59) |
Merit (60 – 69) |
Distinction (70 – 84) |
Distinction (85 – 100) |
Borderline Fail (45 - 49) (Credits may be compensated) |
Fail (30 - 44) (Credits may not be compensated) |
Fail (0 - 29) (Credits may not be compensated) |
|
Adjectives |
Satisfactory |
Good |
Excellent |
Exemplary |
Not Successful |
Unsuccessful |
Fail |
|
Executive Summary 5% |
Broad (satisfactory) executive summary containing what was identified, discovered, researched, evaluated, and concluded from the marketing report. |
Detailed executive summary containing what was identified, discovered, researched, evaluated, and concluded from the marketing report. |
Comprehensive executive summary containing what was identified, discovered, researched, evaluated, and concluded from the marketing report. |
Exceptional executive summary containing what was identified, discovered, researched, evaluated, and concluded from the marketing report. |
Partially written executive summary containing what was identified, discovered, researched, evaluated, and concluded from the marketing report. More details need to be provided or included. |
Most of the core content has not been addressed or applied. Limited executive summary containing what was identified, discovered, researched, evaluated, and concluded from the marketing report. |
Little or no executive summary containing what was identified, discovered, researched, evaluated, and concluded from the marketing report. |
|
Introduction and Company Profile 10% |
Broad (satisfactory) introduction with key facts and relevant points about the company. Analysis of the company’s operations and stage in the capability pyramid and any implementation of big data analytics. |
Detailed introduction with key facts and relevant points about the company. Analysis of the company’s operations and stage in the capability pyramid and any implementation of big data analytics |
Comprehensive introduction with key facts and relevant points about the company. Analysis of the company’s operations and stage in the capability pyramid and any implementation of big data analytics. |
Exceptional introduction with key facts and relevant points about the company. Analysis of the company’s operations and stage in the capability pyramid and any implementation of big data analytics. |
Limited introduction with key facts and relevant points about the company. Analysis of the company’s operations and stage in the capability pyramid and any implementation of big data analytics. |
Insufficient introduction with key facts and relevant points about the company. Analysis of the company’s operations and stage in the capability pyramid and any implementation of big data analytics. |
Little or no introduction with key facts and relevant points about the company. Analysis of the company’s operations and stage in the capability pyramid and any implementation of big data analytics. |
|
Marketing Environment Analysis 20% |
General criticality and some evidence of independent thinking/insight of the company’s micro and macro marketing environment. |
Detailed criticality and evidence of independent thinking/original insight of the company’s micro and macro marketing environment. |
Strong and sustained criticality and independent thinking/original insight of the company’s micro and macro marketing environment. |
Rigorous and sustained criticality, independent thinking, and original insight of the company’s micro and macro marketing environment. |
Limited criticality and independent thought/insight of the company’s micro and macro marketing environment. |
Mainly descriptive and/or inadequately application of the company’s micro and macro marketing environment. |
Little or no evidence of criticality and independence of thought about the company’s micro and macro marketing environment. |
|
General Characteristics |
Pass (50 – 59) |
Merit (60 – 69) |
Distinction (70 – 84) |
Distinction (85 – 100) |
Borderline Fail (45 - 49) (Credits may be compensated) |
Fail (30 - 44) (Credits may not be compensated) |
Fail (0 - 29) (Credits may not be compensated) |
|
Integrated Marketing Communication (IMC) 20% |
Broad (satisfactory) analysis of ways the company blended their marketing communication mix/tools to engage consumers and incorporation of the DRIP model in the evaluation. Some awareness of complexity about research, including impact of applicable theories and models of marketing communications. |
Detailed analysis of ways the company blended their marketing communication mix/tools to engage consumers and incorporation of the DRIP model in the evaluation. Developing awareness of complexity about research, including impact of applicable theories and models of marketing communications. |
Comprehensive analysis of ways the company blended their marketing communication mix/tools to engage consumers and incorporation of the DRIP model in the evaluation. Informed and confident approach to complexity of research, including impact of applicable theories and models of marketing communications. |
Exceptional analysis of ways the company blended their marketing communication mix/tools to engage consumers and incorporation of the DRIP model in the evaluation. Authoritative approach to complexity of research, including impact of applicable theories and models of marketing communications. |
Reproduction of taught content and/or tendency to describe or report facts rather than analysis of ways the company blended their marketing communication mix/tools to engage consumers and incorporation of the DRIP model in the evaluation. Any errors or misconceptions are outweighed by the overall degree of knowledge and understanding demonstrated. |
Insufficient evidence of knowledge and understanding of ways the company blended their marketing communication mix/tools to engage consumers and incorporation of the DRIP model in the evaluation. |
Little or no evidence of knowledge and understanding of digital marketing communications and its underlying concepts. |
|
Integration of Online and Offline Media 20% |
Skilled (satisfactory) demonstration of how the company integrates online and offline media using relevant examples. |
Purposeful, systematic, and skilled demonstration of how the company integrates online and offline media using relevant examples.. |
Purposeful, systematic, and sophisticated demonstration of how the company integrates online and offline media using relevant examples. |
Exceptional demonstration using clear and in-depth analysis of how the company integrates online and offline media using relevant examples. |
The analysis is comprehensible to some extent and there may be some areas of focus on how the company integrates online and offline media using relevant examples but there are gaps, mistakes, or inconsistencies. |
Limited demonstration of how the company integrates online and offline media using relevant examples. The clarity and focus are limited. |
Little or no attempt has been made to demonstrate how the company integrates online and offline media using relevant examples. |
|
General Characteristics |
Pass (50 – 59) |
Merit (60 – 69) |
Distinction (70 – 84) |
Distinction (85 – 100) |
Borderline Fail (45 - 49) (Credits may be compensated) |
Fail (30 - 44) (Credits may not be compensated) |
Fail (0 - 29) (Credits may not be compensated) |
|
Conclusion 10% |
Logical conclusions on the impact of marketing environment on the company’s marketing strategy, the firm’s integrated marketing communications and how the company used relevant data to integrate their online and offline media. |
Logical and sustained conclusions on the impact of marketing environment on the company’s marketing strategy, the firm’s integrated marketing communications and how the company used relevant data to integrate their online and offline media. |
Persuasive conclusions on the impact of marketing environment on the company’s marketing strategy, the firm’s integrated marketing communications and how the company used relevant data to integrate their online and offline media. |
Convincing conclusions on the impact of marketing environment on the company’s marketing strategy, the firm’s integrated marketing communications and how the company used relevant data to integrate their online and offline media. |
Limited conclusions on the impact of marketing environment on the company’s marketing strategy, the firm’s integrated marketing communications and how the company used relevant data to integrate their online and offline media. |
Inadequate conclusions on the impact of marketing environment on the company’s marketing strategy, the firm’s integrated marketing communications and how the company used relevant data to integrate their online and offline media. |
Little or no conclusion on the impact of marketing environment on the company’s marketing strategy, the firm’s integrated marketing communications and how the company used relevant data to integrate their online and offline media. |
|
Referencing Adherence to referencing requirements. 5% |
Satisfactory standard of referencing with a small number of errors. |
Good standard of referencing adhering to the Harvard system, with a very small number of errors. |
Excellent standard of referencing adhering to the Harvard system. |
An outstanding standard of referencing adhering to the Harvard referencing style. |
The referencing style show some evidence of adhering to the Harvard system but mostly inconsistent. |
The standards and style of referencing adopted is not appropriate and too many lack consistencies. |
Very little evidence of an attempt to adopt the Harvard referencing style. |
|
Report Structure and Presentation [e.g., of using the report structure provided to present information, results of research, ideas, concepts and arguments etc] 10% |
The work is largely clear, and coherent and communicates appropriately to an audience. It is aware of relevant technologies and uses an appropriate writing and presentation style |
The work communicates using technically proficient language appropriate to the medium and its intended audience. It shows an appreciation of relevant technologies. Several relevant sections are included |
The work communicates persuasively. It engages with relevant technologies and communicates complex ideas in ways that are accessible to specialist and non-specialist audiences. All relevant sections are included |
The work communicates with a structure which flows logically. It successfully communicates complex ideas in ways that would be understandable to a range of specialist and non-specialist audiences. The work engages ethically with relevant technologies and uses them in a socially responsible way. All relevant sections are included |
The mode of communication in this work is comprehensible to some extent and there may be some areas of focus on the marketing report. The work’s language may show some technical proficiency and partially apply an appropriate writing and presentation style but there are gaps, mistakes, or inconsistencies. |
The work’s clarity and focus are limited. The language used is not consistent in its coherence or technical proficiency and the work applies few of the features of an appropriate writing and presentation style. |
The work has little or no clarity or focus and does not attempt to communicate to an audience. The language used is not clear or technically proficient. Little or no attempt has been made to apply an appropriate writing and presentation style. |
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