PLEASE NOTE: THIS PROGRAMME MAY CHANGE DEPENDING ON STUDENT PROGRESS AND ANY UNFORESEEN CIRCUMSTANCES
5.0 Assessment Details
The purpose of the assessment for this module is to test whether, and to what extent, you have reached the learning outcomes for the module. It is important that you know early what the assessment is and what is expected of you. Assessment criteria specifies what it is that you will be assessed against and what, in general terms, you will need to demonstrate in your assessed work in order to achieve the specified grades.
5.1 Details of Coursework - Type & Weighting of Assessment
Individual Assignment 1
Searching for Marketing Information - 5% of module marks
The aim of this assignment is to introduce you to the electronic based information search facilities in the Learning Resource Centre (LRC). The assignment will be administered during tutorial time in week commencing 7th October 2002. Attendance is compulsory. You will be required to answer questions based on completing information searches and then hand in your completed assignment at the end of the session.
PLEASE NOTE: Attendance and submission of work for the skills sessions is compulsory. Students unable to attend through illness will be required to discuss this with their tutor and submit appropriate evidence (e.g medical note) in accordance with University regulations. This will result in a deferral and alternative course work will be given.
In all other cases non-attendance will result in a fail grade being awarded, thus reducing the overall weighting of the course work marks which contribute to the final grade for this module.
- Individual Assignment 2
Referencing information
This will introduce you to the Harvard referencing system. This is the system which you will be required to use when submitting all work at the university. It is not formally assessed at this stage, but marks are allocated in Assignment 3 for accurate referencing.
Paired Assignment 3
35 % of module marks: submission date 13th November by 12.30 p.m.
In order to complete this assignment you need to find ONE other person to work with, a “study buddy”. Larger groups will not be allowed. You will be required to submit names of your working partner to your tutor during tutorials week commencing 21st October.
The Task:Foundations of Marketing Assignment
1 Produce a definition of the market for footwear after reading Hill & O’Sullivan chapters 1 and 2 and Levitt’s Marketing Myopia approx. 100 words (refer to Weeks 1-2) 10 marks
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Identify a range of examples of businesses in the footwear market. These can be as original as you want but must be linked to the definition in task 1 (refer to Weeks 1-3) 10 marks
3 Explain how the market has been segmented referencing all information sources both academic and personally researched approx. 250 words (Refer to Week 6) 10 marks (7 for explanation and 3 for references)
4 Draw up a perceptual map for the footwear industry to be included in appendices of the final report (Refer to Week 4) 5 marks
- Produce a fully referenced macroenvironmental analysis for the footwear market approx. 250 words (Refer to Week 3)
15 marks (10 for content and 5 for references)
6 Choose one of the identified businesses and write a brief description of its approach and activities 150 words
10 marks (8 for content and 2 for references)
7 Carry out a SWOT analysis for this business with all inclusions referenced to the information source. Present this on a chart (set out in landscape format) with 3-5 entries under each heading. No credit will be given for 6th and subsequent entries under any heading. Entries must be sufficiently detailed that they are not ambiguous. (Refer to Week 4)
15 marks (7.5 for content and 7.5 for references)
8 Drawing on all this information, produce a fully referenced, short written report as an employee to a marketing manager in the chosen organisation. Make suggestions for future marketing of the organisation and state whether this will be for developing new products or expansion within or outside Hertfordshire. approx.500 words
20 marks (10 for content, 5 for referencing and 5 for style)
9 Include as appendices relevant work from each week’s research and tutorials
5 marks
An overall word count must be included on the front cover and failure to do this will result in a 3% penalty. If you are significantly under the word length, you are unlikely to have enough to score high marks. If you are over length, penalties will be applied using the formula in your handbook
Assignments will be returned during the lecture period or, if students have not attended the lecture, during the surgery period at 12.00. There will hopefully be an opportunity for students to discuss their work with the tutor during the seminar periods. Students should note that marks awarded reflect the quality of the work submitted, not necessarily the amount of work undertaken.
5.1.3 Marking
It is assumed that pairs of students taking part in Assignment 2 will get identical marks. If, however, it is felt that the effort put in has not been equal students can agree between themselves how the marks should be allocated. Some form of proof will be required if a particular student is to be penalised. The tutor will not take part in disputes between group members except to make a final judgement about the allocation of marks if not agreed. Please note: no proof means that the tutor will almost certainly award equal marks to both group members. The attention of students is drawn to the regulations regarding late submission of work without an extension granted by prior arrangement with the tutor.
Students should note that they are given advance notice of all assignments for this module. Because of the nature of the module, it is almost inevitable that some students will find that this submission date clashes with submission dates for other pieces of work. Students should note that this date is the latest at which this piece of work can be submitted and, if it makes planning and control easier, students can submit work for this module at an earlier date. Extensions cannot be granted for reasons relating to personal commitments, planned holidays, trips abroad, etc.
5.1.4 Assignment 4 - 60% - Examination:
The module is assessed by one two-hour examination at the end of the module which will include both short questions and essay-type questions. More advice will be given during revision sessions after Christmas. Students are required to pass both parts of the assessment (both examination and coursework).
5.2 Past Examination Papers/Guidance for Examinations
You can access past examination papers via the Internet at . It is important that you look at previous papers when preparing for examinations, unless your tutor tells you that the module you are studying now is different from previous years.
5.3 Handing in Written Coursework
You are required to hand in your coursework to the KDT office. You must keep a copy for yourself in case of queries.
5.4 Presentation of written work:
When submitting work for assessment, please take note of the following points:
- font size 12 is the most appropriate font size to use (the bulk of this handbook is typed in font size 12). If I cannot read an assignment it will be returned unmarked
- generous left, right, top and bottom margins make work more visually attractive and easier for the reader to access
- double spacing should be left between paragraphs (as there is in this handbook)
- within a paragraph, leave three spaces between a full stop and the beginning of the next sentence
- ensure that full references to data and quotations used are included in the body of the report with a bibliography using the Harvard system at the end of the work (see other references in this handbook, and workshops during this semester)
- students should also ensure that their work is grammatically correct and well presented. Care must be taken to proof work, so that silly mistakes do not occur. Examples of such mistakes that frequently appear in students’ work are shown below: if they are found in submissions they will be penalised.
6.0 Reading/Resource List
Essential Reading/Resources:
Hill, E & O’Sullivan, T (1999) Marketing, Longman
Further Reading/Resources:
Brassington, F. and Pettitt, S.(2000) Principles of Marketing, FT Prentice Hall
Davies, M, (1998) Understanding Marketing, Prentice Hall
Dibb, Simkin, Pride and Ferrell (1997) Marketing Concepts and Strategies, Houghton Mifflin
Hammond S. (1994) Business Studies Longman
Jobber D (1998) 2nd ed Principles and Practices of Marketing McGraw Hill
Randall, G (1993) Principles of Marketing, Routledge
Stokes, D (1997) Marketing: A Case Study Approach Letts
Also, refer to marketing and electronic commerce information section on the following web site:
I means that this topic is being introduced during this module; A means that this topic will be formally assessed at some stage during this module