marketing essayOrder Instructions:
My essay needs 12-18 reference,
you need to follow some details are in handbook
the essay grade up to 60+
follow the lecture ppt and seminar’s powerpoint
reference needs to APA 6 style
should be between 1800-2000 words
Coursework Essay Question:
Discuss the marketing process and critically evaluate how and why marketing is
changing in modern times. Use organisational examples and academic literature to
support your answer.
Key Marking criteria will include:
· Initiative: originality, innovativeness of answer
· Assignment Structure: clarity of aims, objective, structure and presentation
· Quality of Writing: Readability and ability to convey key message(s) concisely
· Quality/Scope of Literature Review: Understanding of established knowledge
· Suitability of Literature: Use of suitable sources, focused to answer key research aims
· Literature Analysis: Quality/level of analytical skill demonstrated; Critical Assessment of appropriate literature
· Insightfulness of Analysis: Interest and usefulness of findings, conclusions drawn; Clearly argued conclusions
· Understanding: Assignment demonstrates students have understood key topics
· Overall Quality of Assignment
· Accuracy of referencing
· Use of organisational examples
The maximum file size that can be uploaded is 20mb. If your file is larger than this it is usually because you have included a lot of images – you should either remove some if possible, or else convert them to a more efficient format to bring the file size down (e.g. .png or .gif).
MN-1505 MARKETING
Academic Year 2015-16
Module Handbook
Module Co-ordinator:
Ms Leisa Evans FCIM Chartered Marketer
Office: Bay Campus, School of Management, Room 303
Office Hours: Wednesdays 11:00-13:00
Email: leisa.evans@swansea.ac.uk
Alternative email: leisa@leisaevans.co.uk
School of Management
MN1505 Marketing
Module Overview
Introduction
The Marketing module introduces the principles and practices of marketing in the contemporary
business environment. It assumes no prior knowledge of the subject. The course provides an
overview of the nature and scope of marketing and the environmental forces that affect marketing activity.
The concepts and practices of marketing planning, marketing research, consumer and
organisational behaviour, segmentation, targeting and positioning and customer relationship
management are discussed. Each variable of the marketing mix (including product, price,
place and promotion) and its impact on the marketing programme is also addressed.
Contemporary, real world issues such as increased globalisation of markets, online marketing and
the impact of social and ethical considerations for today’s marketer are recognised and integrated
into the course.
This booklet contains:
• an introduction to the module
• lecture and seminar locations
• details of the core textbook
• information on assessment and feedback, including the coursework brief
• an overview of the entire module
Lecture & Seminar Information
Lecture group 1 will take place each week on Monday from 13:00-15:00 in room GH037
Lecture group 2 will take place each week on Wednesday from 09:00-11:00 in room GH037
Please select your lecture option of Monday or Wednesday via Blackboard by no later than 1st February.
There are currently 10 seminar groups for this course. The times and location are as follows:
Mondays 10:00-11:00 Location CBE106
Thursdays 09:00-10:00 Location CBE102
Thursdays 10:00-11:00 Location CBE103
Thursdays 12:00-13:00 Location CBE103
Thursdays 13:00-14:00 Location CBE101
Thursdays 14:00-15:00 Location CBE102
Thursdays 16:00-17:00 Location CBE101
Fridays 11:00-12:00 Location CBE112
Fridays 16:00-17:00 Location CBE102
Fridays 17:00-18:00 Location CBE102
Students will need to select a group via Blackboard by no later than Friday 5th February.
Please note that seminars will start during the second week of teaching (wk 3 of TB2).
Please note: Lecture/seminar times and locations may change particularly in the first two weeks of TB1. Please attend lectures, check Blackboard, emails and the timetable data displayed on the School of Management web pages for regular updates.
Communication
Weekly lecture presentations will be posted on Blackboard along with any administrative notices. Seminar materials will also be posted on blackboard along with additional reading where applicable.
Seminar Expectations
All students are expected to attend all seminars and to engage fully in these. Seminar activities may consist of case study reviews, journal article analysis, formative informal assessments to test your knowledge and give you notes for revision. It is these seminars where you will have the opportunity to get to grips with the content covered in each lecture.
Reading Material
The core textbook for the module is:
Solomon, M.R., Marshall, G.W., Stuart, E.W, Mitchell, V & Barnes, B (2013), Marketing Real
People, Real Decisions, 2nd European Edition, Pearson Education
Please ensure that you have access to the core textbook early on in the module.
A core textbook is only a starting point and provides introductory and background for your lectures and assessment. To achieve high marks in this module, students should aim to undertake supplementary reading including the reading of texts, academic journals and articles into the topics identified during the module.
The following key journal titles that will Help student learning: Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Journal of Retailing, European Journal of Marketing, International Marketing Review and the Journal of Marketing Management.
Other Recommended Texts
Kotler, P; Armstrong, G; Harris, L, & Piercy, N.F (2013), Principles of Marketing European Edition,
6/E
Solomon, M.R., Marshall, G.W., Stuart, E.W (2011), Marketing Real People, Real Choices,
International edition of 7th revised edition, Pearson Education.
Palmer, A. (2012) Introduction to Marketing: Theory and Practice, 3rd revised edition, Oxford
University Press, Oxford
Jobber, D. (2009), Principles and Practice of Marketing, 6th edition, McGrawHill,
Maidenhead
Assessment & Feedback
The assessment for the module is structured as follows:
• 5% individual coursework essay plan of no more than 1 x A4 page
• 25% individual coursework essay of 2500 words
• 70% 2-hour unseen examination
The format of the examination will be five essay type questions of which you will be asked to answer two worth 50 marks each.
Feedback to the coursework will normally be provided within three calendar weeks of submission. All feedback for the coursework assignment will be provided through GradeMark. Marks will be made available via Grade Centre in Blackboard and your university student portal. Please note that all marks are provisional until they have been ratified by a progression or award board and are therefore subject to change.
Feedback for the examination will be provided by a document on Blackboard that will be posted no later than three weeks after the examination.
Should any student fail this module, they will be required to sit an examination during the supplementary/resit assessment period. The resit examination will be weighted as 100% of the overall module mark – the initial assessment weightings do not apply for resits.
Moderation of Marks
The University-wide policy on double marking is published in the Academic Guide:
www.swan.ac.uk/registry/academicguide/assessmentandprogress/doubleMarkingpolicy/
The School of Management normally employs the approach of second marking as sampling and for dissertations universal non-blind double marking.
Individual Coursework Assessment
The individual coursework assignment for this module will be two compulsory tasks of an 1 x A4 page
essay plan and an individual 2,500 word essay. More information on the assessment will be given
during lectures and discussed further at seminars.
Individual Assessment Type Allocation of overall mark Submission date
Outline essay plan (1 x A4 page) 5% Tuesday 8th March 2016
Essay 2,500 words 25% Thursday 21st April 2016
Coursework Essay Question:
Discuss the marketing process and critically evaluate how and why marketing is
changing in modern times. Use organisational examples and academic literature to
support your answer.
Key Marking criteria will include:
• Initiative: originality, innovativeness of answer
• Assignment Structure: clarity of aims, objective, structure and presentation
• Quality of Writing: Readability and ability to convey key message(s) concisely
• Quality/Scope of Literature Review: Understanding of established knowledge
• Suitability of Literature: Use of suitable sources, focused to answer key research aims
• Literature Analysis: Quality/level of analytical skill demonstrated; Critical Assessment of appropriate literature
• Insightfulness of Analysis: Interest and usefulness of findings, conclusions drawn; Clearly argued conclusions
• Understanding: Assignment demonstrates students have understood key topics
• Overall Quality of Assignment
• Accuracy of referencing
• Use of organisational examples
Submission
Assignment plans should be submitted by 08th March 2016 via Turnitin. More information regarding the submission of your essay plan will be made available during the first two weeks of teaching.
The main essay assignment must be submitted by 21st April 2016 via Turnitin.
Please note:
• The maximum file size that can be uploaded is 20mb. If your file is larger than this it is usually because you have included a lot of images – you should either remove some if possible, or else convert them to a more efficient format to bring the file size down (e.g. .png or .gif).
• You should ensure your student number is in the title of the filename for the work you submit/upload.
• The School of Management operates a late penalty systems as follows: when work is submitted late with no prior authorisation, a penalty of 10% will be deducted from the actual mark for each calendar day, or part of a day, by which the deadline is exceeded. After seven days from the initial deadline, a mark of zero will be awarded. Late work should be submitted electronically in the usual way.
Digital Submission of Coursework Instructions
• Logon to Blackboard.
• Access the appropriate Module site.
• Click the Assignment menu button which appears on the left of the screen.
• In this folder you will see a file entitled ‘Student Declaration form’. You need to complete this form and incorporate it as the first page of your coursework (not two separate files).
• Click Coursework. Please read the statement of originality before you click “submit”. By submitting work you are agreeing to this statement and confirming it to be true.
• Complete the dialogue box with your forename and surname
• To submit your coursework, locate the correct file on your computer by clicking the “browse” button and enter a title for the coursework (we suggest the module code and your student ID MNB108 123456). Click SUBMIT
• You will then be asked to check if the document is the one you wish to submit and if so click “YES, SUBMIT”
• You will then receive a message saying “paper successfully complete”.
• BLACKBOARD will then send you a confirmation email of submission. Please keep this receipt safe as evidence of your submission.
If you experience any difficulties submitting your work via Turnitin please contact the Client Experience Office straight away.
Coursework Instructions
Your work should be based on a wide range of reading. This reading will come from academic journals and textbooks. The module leader will be providing a range of suitable readings that will act as a starting point for you. However, significant credit will be given for evidence of more reading in addition to those papers you are directed towards. You will be expected to use a range of seminal and contemporary sources.
The ability to review and critically evaluate academic sources is a key skill. This means that you familiarise yourself with an overall body of knowledge and then analyse it. In this case you need to be familiar with what marketing is and the process involved in marketing. You should critically evaluate how marketing is changing in modern times and rather than simply describing you should evaluate in what way changes in society are impacting upon marketing.
To illustrate what marketing is, the marketing process and the changes in marketing you should also use brief organisational examples. These can be sourced from examples found in journal papers, from company websites and from reputable news sources such as major newspapers and media outlets such as the BBC business news website. Examples must be very concise. Please do not set out entire case studies of organisations – this will use too many words.
Students should avoid web-based sources such as Wikipedia, online dictionaries and ‘quick MBA’ for example. By all means use Google Scholar in addition to our own library based systems here, to find your way to quality journal articles and books. However, using unaccredited and non-peer reviewed internet sources is to be avoided. We recommend using search facilities like ‘Business Source Complete’ and ‘Emerald’ through the ‘iFind’ portal.
Structure and style
Structuring your essay is important. You should have a clear introduction setting out what the essay will cover both in terms of content and the way the rest of the essay will be approached.
Limited sub-headings are fine, although you must avoid lots of headings and bullet points and so on. This is designed to be an essay and should flow, so you need to find a way of writing that signposts clearly where the work is going, as well as setting out your content in sufficient detail.
Part of this essay is a critical Assessment, so you will need to consider how best to structure your main part of the paper. It would be useful to start your essay with an Assessment of what marketing and the marketing process is. Moving forward it is common for critical Assessments to be structured according to themes whereby you will critically evaluate a number of different reasons as to how marketing is changing in modern times one after the other.
The review then typically finishes with a discussion of where the field is today; what are the ongoing debates and questions still being discussed.
Finally, it is important that your essay has a conclusion. This should directly address the question, drawing on the evidence you have analysed in the preceding review.
Please see the section on referencing below. It is very important that you reference using the Harvard system.
Notes on Style & Word Count
The length limit for the assignment plan is one side of A4 paper. The text size should be 12 and the font Arial. The line spacing should be set to 1.2 as a minimum and the margins (all) should be a minimum of 1.9cm. References should be included on a separate page using the APA Harvard style of referencing. Students should use essay style paragraphs to add detail to each of their headings or themes discussed.
The maximum word limit for the main assignment (excluding references , tables, contents page, footnotes, charts, graphs, figures) is 2500 words. The word count must be stated in the assignment cover sheet.
Students who fail to include a word count, or who include an inaccurate word count will have their mark capped at the pass mark.
Markers will stop marking once the word count limit has been reached, likely leading to a reduced overall mark as key arguments or conclusions will not be included in the marked work. The marker will impose a penalty of a 10% reduction in the total mark for the assignment (e.g. a total mark of 70% would be reduced to 63%) if the candidate exceeds the word limit.
The assignment should be in extended essay format (ie. use headings/sub-headings). Full academic referencing using the Harvard APA (6th Edition) referencing style should be used throughout the assignment. Guideline on how to reference using the APA style can be found at:
APA Referencing Short guide: http://tinyurl.com/pn9oaxt
APA Referencing Long Guide: http://tinyurl.com/bwdj2mk
To gain higher marks students are required to show analysis and reflection rather than simple description. They should use multiple sources of academic literature to frame and justify their analysis. All sources should be correctly identified – students are reminded the University enforces strict penalties for plagiarism (up to and including withdrawal from the University).
Correct English spelling and grammar should be used at all times. Assignments should be typed or word processed – hand-written assignments will not be accepted. Students who have been formally diagnosed with specific learning difficulties (SpLD) and assessed by the Disability Office should indicate ‘SpLD’ on the Student Declaration form included with their coursework submission. on the front cover of their coursework before submission.
Feedback Policy
Feedback to the coursework will be provided within three calendar weeks of submission. All feedback for the coursework assignment will be provided through GradeMark. Marks will be made available via Grade Centre in Blackboard and your university student portal. Please note that all marks are provisional until they have been ratified by a progression or award board and are therefore subject to change.
MN-1505 Marketing
Module Schedule
Notes for students:
• This schedule works on the basis that the seminar for each topic takes place the week after the relevant lecture
• Please note that more detailed advice will be given on the seminar activities on a week by week basis. The following simply offers an outline.
• Tutors may introduce additional relevant issues for discussion, based for example on current organisational news stories
Dates
w/c
Topic Lecture Contents Seminar Contents Key Readings
1
w/c
01/02
Module Introduction & Defining Marketing & the Process
• Module introduction
• Defining marketing
• Corporate Social Responsibility & Ethics
• Marketing as a process
• No seminars during this week
Chapter 1
2
w/c
08/02
Strategy and Environment
• Marketing strategic planning
• The marketing planning process
• Marketing as a process
• Assessment planning
Chapter 2
3
w/c
15/02
Marketing Research
• What is marketing research
• The importance of insight
• The marketing research process
• Strategy and environment
• Assessment planning
Chapter 3
4
w/c
22/02
Consumer Behaviour &
Business-to-Business Marketing
• Defining consumer behaviour
• Steps in the consumer decision- making process
• Understanding business-to-business marketing
• Marketing research
• Assessment planning
Chapters 4 & 5
5
w/c
29/02
Marketing segmentation, targeting & positioning
Customer relationship Management
• Defining the STP model
• The importance of customer relationship management
• Consumer marketing vs Business to Business Marketing
• Assessment planning
Chapter 6
6
w/c
07/03
Marketing Mix:
The 4Ps
Product – Creating & Managing the Product
• Defining the marketing mix (4Ps)
• The Value Proposition
• Developing new products
• The product life cycle
• The importance of branding
• Customer relationship management
• Assessment planning
Chapters 7 & 8
Essay plan submission Tuesday 8th March by 15:00 via TurnItIn
7
w/c
14/03
Marketing Mix The 4Ps:
Price & Place (distribution)
• Pricing objectives
• The pricing process
• Distribution channels
• Retailing & ecommerce
• The Marketing Mix – product creation & branding
• Assessment planning
Chapter 10 & 14
Easter Break w/c 21st March – w/e 8th April 2016
8
w/c
11/04
Marketing Mix
The 4Ps:
Promotion – Integrated Marketing Communications
• Defining integrated marketing communications
• The Communications Model
• Communications strategy & the promotional mix
• Online & offline communications
• The rise of digital • The Marketing Mix – pricing & distribution
• Assessment planning
Chapter 11
9
w/c
18/04
Marketing Mix
The 4Ps:
Promotion –
Advertising, PR, sales promotions & selling
• Defining advertising
• Developing the advertising campaign
• The importance of PR
• Sales promotion for short term gains
• Personal selling
• Integrated Marketing Communications
• Assessment planning
Chapter 12 and 13
Individual essay submission Thursday 21st April by 15:00 via TurnItIn
10
w/c
25/04
Module review
• Overview of module
• Exam advice and tips
• Revision and exam planning
Exam period – Final 2 hr written examination. Date to be released.
Appendix 1 – Key marking criteria:
0-39
Fail 40-49
Pass
50-59
2:2 60-69
2:1 70-79
1st 80-100
Higher 1st
Quality of writing
10% Mostly unclear, and incoherent Several areas unclear and incoherent Basic but satisfactory attempt, some grammatical and punctuation errors Good writing few grammatical and punctuation errors Very good a few minor errors Excellent
Quality critical Assessment
40% Very poor evidence of reasoning or critical ability Poor evidence of reasoning and critical ability Some evidence of reasoning or critical ability. Poor explanation. Evidence of reasoning and critical / Assessment ability. Logical expression of ideas Evidence of solid reasoning and critical Assessment ability. Clear rationale for every area of the project. Logical expression of ideas Demonstration of higher order reasoning and critical Assessment. Clear rationale for every area of the project. Logical expression of ideas
Structure / presentation
10% Very poor structure / presentation not following best practice
Many gaps in the essay Poor structure / presentation not following best practise
Quite a few gaps in the essay
Satisfactory structure / presentation
Some gaps in the essay Good structure / presentation a few gaps in the essay Very good clear structure / presentation with suitable use of headings, graphs. Most areas covered to a good standard Excellent structure / presentation addressing all areas
Referencing / reading
10% Very poor reading and referencing – read more widely. Follow the APA 6th style convention Basic reading and referencing – read more widely. Follow the APA 6th style conventions Satisfactory reading and referencing – read more widely. Follow all the APA 6th Style conventions Good reading and referencing – some errors with the referencing Very good reading and referencing
– minor errors with the referencing Excellent use of academic books and journals. APA 6th style followed.
Use of organisational examples
20% Very poor examples that do not link to your points or the question Poor examples, too descriptive – summarise the key points and provide stronger links Satisfactory examples but use less description and link to your points Good examples though rely less on description and link to the question Very good examples that are mostly relevant Excellent variety that link to the points being made. Highly relevant to the question set
Quality of conclusions
10% Very poor conclusion that does not address the question set. Poor conclusion that fails to bring the key ideas together and address the question set Satisfactory conclusion with some gaps Good conclusion with some gaps Very good conclusion drawing most of the key ideas with a good conclusion Excellent. Key ideas drawn together with a strong conclusion in relation to the question set
