Programme FdA Bus HRM/Leadership

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Programme FdA Bus HRM/Leadership
Year 1. Credit Points 15
Module Fundamentals of Marketing
Date of Submission 7 August 2018
Word Count 1500 words
Assignment Weighting Re sit essay
Title of Assignment
Marketing Environment
Specific Learning Outcomes of Assignment
The assignment aims to assess the students ability to:
A3 Diagnose specific management problems and identify solutions
A6 Recognise and differentiate appropriate operational strategies for meeting business needs
B3 Use a range of establishes techniques to critically evaluate data and identify solutions to problems
C1 Demonstrate cognitive skills of critical thinking, analysis and synthesis
C2 Demonstrate effective oral and written electronic communication skills
Generic Learning Outcomes of Assignment
The assignment aims to assess the students ability to:
1. Communicate in writing
2. Describe and explain theoretical terms and concepts of Marketing
3. Apply key terms and concepts to practical examples
Content of Assignment
Discuss – In what ways can an understanding of the marketing environment influence an organisation’s approach to marketing? Illustrate your answer with topical examples to demonstrate implications of these decisions.
Assignment should be in an essay format Aial font 12 1.5 line spacing. Students should engage in reading text, press and journals to find the most topical examples of current practice.
Marking Criteria
Content – Demonstration of knowledge and application of theory in context. Understanding of marketing issues and engagement with the question. Comparsion of examples, defines the relevant theory and models. Review of current authors and literature. 50%
Context – Discussion of relevant and topical examples, application of theory in practice. Interpretation of marketing environment using a range of businesses, products and brands. Interpretation and analysis of secondary data to illustrate points. 20%
Presentation – Production of writing to a high academic standard. Excellent use of grammar and correct spelling. Page numbers, justified text format and font 12, 1.5 line spacing . Presented in professional format. 15%
References – Excellent range of references from a variety of authors. Including a wide range of sources such as text books, journals, newspapers and limited use of internet. Harvard Referencing used throughout written work. Excelent depth and breadth of research 15%
Total 100 %
Your essay must demonstrate:
evidence of reading from the book list and other management literature – your primary information source should be an appropriate number of academic books (3-4 is insufficient). This should include the core texts, but you must also show that you have engaged in your own research. The books may be supplemented with some internet research, but do not rely on the internet as your main source of information.
evidence of your research by including appropriate references and quotes (fully sourced in the Harvard format). Any texts/work used at school or college are unlikely to be appropriate –you are working at undergraduate level now and there are different standards/requirements.
Recognise and differentiate appropriate operational strategies for meeting business needs – but consider the use of PEST in modern organisations and how it’s used in marketing decision making.
Diagnose specific management problems and identify solutions – How does the external environment impact the marketing mix?
you have engaged in independent research, using an appropriate number of books as the primary source and have referenced work correctly.
Marketing essay help sheet.
Define terms and introduce the idea of marketing environment. Identify PEST (PEEST or PESTEL) choose one model and stick with it. Illustrate knowledge with practical examples from contemporary business (products and services). Consider and apply the macro environment and the micro environment, how to they differ? Define and apply environment scanning and how organisations respond the changes in the environment.
Structure of essay.
1 500 words 10% + or –
Introduction of terms and topic in first paragraph. Use definitions from text books (not business dictionary!) Set the scene, make reference to the question.
2nd 3rd and 4th paragraphs. Build up arguments, examples and evidence, introduce theories, models and writers. Analyse and evaluate points rather than simply describing them. What do they mean? What are the implications of the theories and how do they work in reality? Try to present a balanced argument and do not assume that PEST is a static model. Beware of sweeping generalisation such as over 40s not being good with technology!
5th paragraph conclusion – do not bring anything new into this paragraph. Just draw together the points you want to make.
Reference List – all the sources you have used in the text. Include page numbers and all electronic sources must be acknowledged even if journals or books.
Bibliography – all sources looked at and referred to.
Make sure you are using robust sources such as those from your reading list and use the internet with caution. Avoid over use of the internet and do not quote from business dictionary, Wikipedia or Tutor 2 u.
Company websites are good. As are publishers’ websites and university websites. Also websites ending in .org. or .ac.uk. Use journals such as Harvard Business Marketing Week, Marketing Magazine, WARC,

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