MKT2101 Principles of Marketing

A. How did the company capture customer value? Do you think it was successful or improvements need to be made. (10 marks)

B. As the marketing environment is ever changing, did your choice make changes to cater to this? If it did, give examples of how it changed. If it did not, give your recommendations that could have been taken to consider the changing marketing environment. (15 marks)

C. What is the brand positioning of your product? Assess critically, while keeping in mind to give your own recommendations on how and why the positioning works or needs to change. (15 marks)

 

MKT2101 Principles of Marketing Coursework: Assignment Guidelines
The Task:

1.      This is an individual assignment

2.      Read the questions and supply your answers.

3.      Answer each questions based on the concepts discussed during the course, you can add additional concepts as long as it is within the scope of the course to back up your answers, where necessary

4.      Write your references at the last page of the paper

5.      The overall assignment will count for 40 % of your final grade for this module.

 

General Instructions & Format:

1)             The word limit for this assignment is 3000 words (+/- 10%); excluding graphs and tables if there is any.

2)              The assignment must be submitted on time to be considered for evaluation.

 

 

Class ID:

Password:

3)             Assignments submitted after the deadline will be penalised by deducting 5% of the overall mark for each day up-to 6 days; assignments will not be graded or accepted after 6 days.

4)              If you face any problem, please make sure to contact your lecturer before the due date.

5)             You are expected to support your work with sources from the literature and use Harvard referencing style as appropriate, in text and in the list of references at the end of your assignment.

6)              Format:

a.       Font: Times New Roman.

b.      Use single spacing and sufficient margins (3-4 cm).

c.    All pages should be numbered

 

 

Grading:

•       The written report will be marked out of 40 based on the attached grading scheme

•       All examples quoted in your answers must be from verified sources, such as management articles,

university journals and articles from trustworthy business news websites. Ensure that the references are mentioned clearly in your appendix

 

 

 

 

 

 

 

 

References:

https://marketingamayajuan.weebly.com/creating-and-capturing-customer-value.html

 

https://hbr.org/2011/07/adaptability-the-new-competitive-advantage

 

https://keap.com/business-success-blog/marketing/branding/7-reasons-why-brand-positioning-is- your-ally

 

 

 

 

Grading Scheme- for each question ( max of 10 marks for each)

 

Category Grade Primary Marking Criteria Secondary Marking Criteria
 

 

 

 

Distinction 9-10

 

Outstanding

 

·         Comprehensive knowledge

·         Detailed understanding of the subject area

·         Extensive background study

·         Highly focussed answer and well structured

·         Logically presented and defended arguments

·         No factual/computational errors

·         Original interpretation

·         New links between topics are developed

·         New approach to a problem

·         Excellent presentation with very accurate communication

·         Exceeds expectations for most primary criteria

·         Complete command of subject and other relevant areas

·         Ideas/arguments are highly original

 

Excellent

·         Exceeds expectations for some primary criteria

·         Complete command of subject

·         Ideas/arguments are highly original

 

Good

·         Meets all primary criteria

·         Command of subject but with minor gaps in knowledge

·         Ideas/arguments are mostly original

 

Meets requirements

of Class

·         Meets most but not all primary criteria

·         Command of subject but with some gaps in knowledge

·         Ideas/arguments are mostly original

 

 

 

Merit 7-8

 

Good

 

·         Strong knowledge

·         Understands most but not all of the subject area

·         Evidence of background study

·         Focussed answer with good structure

·         Arguments presented coherently

·         Mostly free of factual/computational errors

·         Some limited original interpretation

·         Well known links between topics are described

·         Problems addressed by existing methods/approaches

·         Good presentation with accurate communication

·         Exceeds expectations for some primary criteria

·         Command of subject but with gaps in knowledge

·         Some ideas/arguments are original

 

Mid-Level

·         Meets all primary criteria

·         Strong factual knowledge and understanding

·         Ideas/arguments are well presented but few are original

 

Meets requirements

of Class

·         Meets most but not all primary criteria

·         Strong factual knowledge with minor weaknesses in understanding

·         Most but not all ideas/arguments are well presented and few are original

 

 

Credit 5-6

 

Good within the

Class

·         Knowledge of key areas/principles

·         Understands the main elements of the subject area

·         Limited evidence of background study

·         Answer focussed on question but also with some irrelevant material and weaknesses in structure

·         Arguments presented but lack coherence

·         Has several  factual/computational errors

·         No original interpretation

·         Only major links between topics are described

·         Exceeds expectations for some primary criteria

·         Strong factual knowledge with some weaknesses in understanding

·         Ideas/arguments are limited but are well presented

 

Mid-Level

·         Matches all primary criteria

·         Moderate factual knowledge with some weaknesses in understanding

·         Ideas/arguments are limited with weaknesses in logic/presentation

 

 

Category Grade Primary Marking Criteria Secondary Marking Criteria
 

Meets requirements

of Class

·         Limited problem solving

·         Some weaknesses in presentation and accuracy

·         Matches most but not all primary criteria

·         Moderate factual knowledge with several weaknesses in understanding

·         Ideas/arguments are limited with weaknesses in logic/presentation

 

 

 

 

 

Fail

4 and below

Good within the Class ·         Insufficient to fulfil the associated learning outcomes

·         No evidence of relevant knowledge or understanding

·         No evidence of background study

·         Answer relies on irrelevant material and lacks a coherent structure

·         No arguments presented or arguments are not relevant to the assessment

·         Many factual/computational errors

·         No attempt at interpretation

·         No links between topics are described

·         No attempt to solve problems or to address the assessment brief

·         The presentation is very weak containing many inaccuracies

·           Exceeds expectations for most primary criteria

·         No evidence of knowledge/understanding

·         Only limited evidence of an attempt to answer the question

 

Mid-Level

·         Exceeds expectations for some primary criteria

·         No evidence of knowledge/understanding

·         Very limited evidence of an attempt to answer the question

 

Meets requirements of Class

·         Matches all primary criteria

·         No evidence of knowledge/understanding and/or evidence of misunderstanding

·         No attempt to answer/address the question

 

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