Graduate Program
Assessment Brief
Academic Year 2019-2020
BCO324 Cases in Marketing
MID-TERM ASSESSMENT: Case Study Analysis
Case Study Analysis: 40% of total course grade
Submission: 23rd August at 23:59
Students must analyse two case studies. These case studies have a list of questions you must answer.
Step 1: Read case study and questions carefully. Highlight the main points of the case and any issues that you can identify. Read the questions closely and analyse what they are requiring you to do.
Step 2: Identify the issues in the case study an important part of your answer is to analyse the situation and to identify the issues/actions described in the case which may be problematic. The following questions may help you to do this:
What actions were taken in the case?
Were these actions the most appropriate and why?
Were there any consequences of the taken actions?
Was anything omitted or not considered?
Were actions/procedures in line with existing codes of practice, policy or theories?
STEP 3: Link theory to practice. Use your knowledge of existing codes of practice, theories and/or other professional documents and behaviours to decide what was done appropriately and what was not.
Instructions and Grading Criteria
The document should be 2,000 words maximum and address the following points listed below.
Elements to address by your case studies analysis and grading distribution:
Case Study 1: Planning effective marketing strategies for a target audience
1. Describe the elements that make up the marketing mix. (10 marks)
2. Explain the term sponsorship. Name a sponsorship deal that you think was effective. Explain your answer. (10 marks)
3. Analyse the importance of using both above-the-line and below-the-line promotion for an effective marketing campaign. (15 marks)
4. Evaluate the effectiveness of adidas’ use of social media in its ‘Take the Stage’ campaign. (15 marks)
Case Study 2: Effective strategies for long-term growth
1. Explain the terms ‘vision’ and ‘aims’. Give examples related to NATS and a business of your choice. (10 marks)
2. What is a SMART objective? Explain one benefit for NATS of setting SMART objectives. (10 marks)
3. Analyse how having clear, long-term strategies supports NATS’ vision for global expansion. (15 marks)
4. To what extent can having a clear vision, strategies, aims and objectives guarantee a business’ success? Use the case study to support your ideas. (15 marks)
REQUIREMENTS
Structure of the Assignment
1. Cover page: Must contain your full name, the logo of the school, the name of the course, and the name of the professor.
2. Analysis: Address the case studies questions
Graduate Program
Assessment Brief
Academic Year 2019-2020
3. Bibliography: You should use the Harvard Referencing System.
4. Appendix
Graduate Program
Assessment Brief
Academic Year 2019-2020
Requirements
• Based on the chosen company, the student should be able to research appropriate information to frame their work by developing clear objectives to which the presentation will answer
• Students must consider the use of theories and models, the flow and progression of their critical analysis, overall clarity, structure and coherence of their answers.
• Students will be graded on their capacity to prioritize, synthetize, discuss and evaluate the topic based on different perspectives
• All statements made must be supported by facts, figures and references
• All sources of information must be referenced using the Harvard Referencing System
SUBMISSION INSTRUCTIONS
The work must be uploaded on the appropriate Turnitin folder created by the course Faculty Member on Moodle.
The title of the student’s submitted file should contain the following information:
– Name of this course
– Name of the Faculty Member / Teacher
– Student’s full Name
– Student ID number
– Title of this assignment
The exact time allowed for the completion of this assignment will be provided by the course Faculty Member and also posted on the Moodle page for this course.
Graduate Program
Assessment Brief
Academic Year 2019-2020
it assesses the following learning outcomes:
• Outcome 1: analyze the principles, theories, concepts and dynamics of marketing
•
• Outcome 2: apply these principles and tools in case study analysis;
• Outcome 3: integrate the concepts &techniques learned through application in the preparation of case study analysis
•
Graduate Program
Assessment Brief
Academic Year 2019-2020
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69 Knowledge & Understanding (20%)
Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.
Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
Student understands the task and provides minimum theory and/or some use of vocabulary.
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. Application (30%)
Student applies fully relevant knowledge from the topics delivered in class.
Student applies mostly relevant knowledge from the topics delivered in class.
Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.
Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Critical Thinking (30%)
Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.
Student critically assesses in good ways, drawing conclusions from relevant authors and references.
Student provides some insights but stays on the surface of the topic. References may not be relevant.
Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources. Communication (20%)
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.