APPENDIX GA36d

LEVEL 7 ASSESSMENT SPECIFICATION

Student name: Student ID number:

Programme: MBA - Master of Business Administration

Module: Marketing Management

Contribution to
Module code: LCMB7024 50%
Overall Module
Assessment (%):
Lecturer: Efua Adams Internal Verifier: Vasilios Tavlaridis

Assignment Title: Component 1 - Essay Word count (or 2500 +/ - 10%

equivalent):

Submission 27/10/2023 by 3pm Return date of 24/11/2023

deadline: provisional marks
& written feedback:
All written assessments, where practical and possible, must be submitted via
Submission
Turnitin unless otherwise instructed by the Lecturer. (Please DO NOT put this
method:
assessment specification into Turnitin or it will match many similarities with
other students’ submissions.)
Alternative submission method (if applicable):
Late submission of the assessment will result in a late penalty mark.
Penalties for late submission: Up to one week late, maximum mark of 50%.
Over one week late, 0%. Only the Extenuating Circumstances Panel may
approve a change to submission dates.

Academic Academic honesty is required. In the main body of your submission you must
honesty / give credit to authors on whose research and ideas your work is based.
referencing: Append to your submission a reference list that indicates the books, articles,
etc. that you have used, cited or quoted in order to complete this assessment.

Module Learning Outcomes

(from module syllabus)

1. To critically appraise key marketing activities and the contribution of the marketing
department to the organisation.

2. To anticipate and critically evaluate future developments in the field of marketing

especially through technology.

Page 1 of 11
 TASK DESCRIPTION
Based on a Global Organisation of your choice, Critically Evaluate and Analyse Marketing Activities
of the organisation and the Challenges it faces in the post Covid-19 pandemic era. Identify the
trends within the current business environment which impacts its marketing functions.

You are advised to discuss your choice of organisation with your lecturer prior to starting this task.
Note: This should be produced in an essay format and be 2500 words (+/- 10%).

Task 1: Provide a Critical Evaluation of your chosen organisation’s marketing activities.

 How does the organisation position itself amongst competitors in its market?

 How does the organisation distribute its resources to achieve its marketing objectives Globally?
 What strategies does the organisation take to understand and capture its target market? Analyse
the effectiveness of the organisations current strategies to achieve this objective.

 How is the organisation evolving in derive marketing strategies to take advantage of the new
developments and gaining a competitive advantage?

 What are the contributions (if any) of these marketing activities and its management to the overall
organisation’s performance?

 What are the contributions (if any) of these marketing activities and its management to the overall
organisation’s performance?

Word count guide: 1500 - 2000

Task 2: Provide a conclusion identifying the trends within your chosen organisations global
environment which are affecting its marketing strategies

It is important the conclusions drawn here are based on your prior discussion. The conclusion should not
introduce new material, nor should the conclusions be ‘surprising’ based on what has been evaluated up to this
point.
Word count guide: 500 – 1000

General Submission Guidance

1. All of your submissions must include a title page that clearly states your name, your student
number, the module code and title, your lecturer’s name, and your assignment title.
2. All of your submissions should be typed in Arial font, size 11.
3. All of your submissions should be typed with 1.5 line spacing.
4. All of your submissions should have an appropriate structure, include page numbers, and have a
reference list.

Page 2 of 11
 GUIDANCE FOR STUDENTS IN THE COMPLETION OF
TASKS
NOTE: The guidance offered below is linked to the five generic assessment criteria overleaf.

1. Engagement with Literature Skills

Your work must be informed and supported by scholarly material that is relevant to and focused on the
task(s) set; you should make use of scholarly reviews and primary sources, as appropriate (for example,
refereed research articles and/or original materials appropriate to the discipline). You should provide
evidence that you have accessed a wide range of sources, which may be academic, governmental and
industrial; these sources may include academic journal articles, textbooks, current news articles,
organisational documents, and websites. You should consider the credibility of your sources; academic
journals are normally highly credible sources while websites require careful consideration/selection and
should be used sparingly. Any sources you use should be current and up-to-date, mostly published within
the last five years or so, though seminal/important works in the field may be older. You must provide
evidence of your research/own reading throughout your work, using correctly a suitable referencing system,
including in-text citations in the main body of your work and a reference list at the end of your work.

Guidance specific to this assessment:

You should show a wide level of reading, a minimum of 10 references, from a variety of sources
including textbooks, academic journals and academic based websites. Articles written by or in
conjunction with Marketing Principles and theories highly recommended.

• You are expected to have a minimum of 2 in-text citations and a complete reference list for
every 500 words that you write.
• Use recent peered – review academic journals, textbooks and relevant and credible sources
preferred.
• You should benchmark your organisation against other organisations to ensure your
assignment is current and up to date.

• High-level referencing skills is expected using the Harvard Method must be demonstrated
throughout your work and all sources listed alphabetically within your extensive reference
list, which may include literature which are not used within your essay.

2. Knowledge and Understanding Skills

At level 7, you should be able to demonstrate a systematic understanding of knowledge, and a critical
awareness of current problems and/or new insights, much of which is at, or informed by, the forefront of
your academic discipline, field of study or area of professional practice, with a comprehensive
understanding of techniques applicable to your own research or advanced scholarship. Your work must
demonstrate your growing mastery of these concepts, principles, current challenges, innovation and
insights associated with the subject area. Knowledge relates to the facts, information and skills you have
acquired through your learning. You demonstrate your understanding by interpreting the meaning of the
facts and information (knowledge). This means that you need to select and include in your work the
contemporary concepts, techniques, models, theories, etc. appropriate to the task(s) set. You should be
able to explain the theories, concepts, etc. meaningfully to show your understanding. Your mark/grade will
also depend upon the extent to which you demonstrate your knowledge and understanding; ideally each
should be complete and detailed, with comprehensive coverage.

Guidance specific to this assessment:

• Demonstrate your knowledge of Marketing concepts and marketing activities.
• Apply your knowledge of key marketing activities, concepts to your chosen organisation.

Page 3 of 11
 • Give relevant examples of these marketing activities in your chosen organisation.
• You should provide evidence of current challenges, new insights and the constant need for
creativity and innovation within the field of Marketing Management.

3. Cognitive and Intellectual Skills

You should be able to: evaluate critically current research and advanced scholarship in the discipline;
evaluate methodologies and develop critiques of them and, where appropriate, to propose new hypotheses;
deal with complex issues both systematically and creatively to make sound judgements in the absence of
complete data. Your work must contain evidence of logical, analytical thinking, evaluation and synthesis.
For example, to examine and break information down into parts, make inferences, compile, compare and
contrast information. This means not just describing what! But also justifying: Why? How? When? Who?
Where? At what cost? At all times, you must provide justification for your arguments and judgements.
Evidence that you have reflected upon the ideas of experts within the subject area is crucial to you
providing a reasoned and informed debate within your work. Your choice of methodologies to gather data
and information must be rigorously defended. Furthermore, you should provide evidence that you are able
to make sound judgements and convincing arguments using data and concepts. Sound, valid, persuasive
conclusions are necessary and must be derived from the content of your work. Where relevant, alternative
solutions and recommendations may be proposed.

Guidance specific to this assessment:

• Analyse and support sourced information by adding personal judgement and then, relate
them to your specific Marketing activities.
• Your work should aspire to be of a professional standard.
• You should provide sound justification for your evaluation. Your
conclusions/recommendations should be appropriate and feasible, within the bounds of
your chosen organisation.

4. Practical Skills
At level 7, you should be able to demonstrate originality in the application of knowledge, together with a
practical understanding of how established techniques of research and enquiry are used to create and
interpret knowledge in the discipline. This includes acting autonomously in planning and implementing tasks
at a professional or equivalent level, originality in tackling and solving problems, and decision-making in
complex and unpredictable contexts or situations.

You should be able to demonstrate mastery of the leading edge subject-related concepts and ideas as they
relate to real world situations and/or particular contexts. How do they work in practice? You will deploy
models, methods, techniques, and/or theories, in those contexts or circumstances, to assess current
situations, perhaps to formulate plans or plausible, justifiable recommendations to solve problems, or to
propose new models, or to create artefacts, which may be innovative and creative, thereby demonstrating
your understanding of how the boundaries of knowledge are advanced through research and/or application.
This is likely to involve, for instance, the use of real world artefacts, examples and cases, the application of
a model within an organisation and/or benchmarking one theory or organisation against others.

Guidance specific to this assessment:

• Use examples where appropriate to support your points/arguments.
• Demonstrate originality and creativity/innovative thinking in your work.
• You should be able to identify appropriate and relevant marketing concepts and discuss
these in relation to your chosen organisation.
• You should be able to evaluate the effectiveness of the material produced by your chosen
organisation.
• Your recommendations should be feasible for your chosen organisation.

Page 4 of 11
5. Transferable Skills for Life and Professional Practice
Your work must provide evidence of the qualities and transferable skills necessary for postgraduate-
level employment in circumstances requiring sound judgement, personal responsibility and initiative in
complex and unpredictable professional environments. This includes demonstrating: the independent
learning ability for continuing professional development to advance existing skills and acquire new
competences of a professional nature that will enable you to assume significant responsibility within
organisations; that you can initiate and complete tasks, projects and procedures, whether individually
and/or collaboratively, to a professional level; that you can use appropriate media to effectively
communicate information, arguments and analysis in a variety of forms for a variety of audiences; fluency
of expression; clarity and effectiveness in presentation and organisation. Work should be coherent
and well-structured in presentation and organisation.

Guidance specific to this assessment:

• Please pay attention to the words that are highlighted in BOLD in the above paragraph.
• Follow the generic submission guidelines provided on page 3
• Your work should be in an appropriate format, including a title page, executive summary,
table of contents, introduction, main findings, conclusions, recommendations, reference list
and appendices (if appropriate).

• You should communicate clearly and professionally throughout. You should be mindful of
consistent and accurate formatting, i.e. spacing, font size, etc.

Page 5 of 11
 STUDENT FEEDBACK FORM
This section details the extent to which the assessment criteria are demonstrated by you, which in turn determines
your mark. The marks available for each category of skill are shown. Lecturers will use the space provided to
comment on the achievement of the task(s), including those areas in which you have performed well and areas that
would benefit from development/improvement.

awarded
available

Marks
Marks
Generic Assessment Criteria

1. Engagement with Literature Skills

. 20

2. Knowledge and Understanding Skills

20

3. Cognitive and Intellectual Skills

20

4. Practical Application Skills

20

5. Transferable Skills for Life and Professional Practice

20

Late Submission Penalties (tick if

Assessment Mark (Assessment marks are subject to ratification at the appropriate)
Exam Board. These comments and marks are to give feedback on module work Up to 1 week late (50% Max) 100%
and are for guidance only until they are confirmed. ) Over 1 week late (0%)

Page 6 of 11
GENERIC ASSESSMENT CRITERIA

Level 7
In accordance with the Framework for Higher Education Qualifications, at the end of Level 7 students should be able to demonstrate: a systematic
understanding of knowledge, and a critical awareness of current problems and/or new insights, much of which is at, or informed by, the forefront of their
academic discipline or area of professional practice; a comprehensive understanding of techniques applicable to their own research or advanced
scholarship; originality in the application of knowledge, together with a practical understanding of how established techniques of research and enquiry are
used to create and interpret knowledge in the discipline; conceptual understanding that enables the student to evaluate critically current research and
advanced scholarship in the discipline to evaluate methodologies and develop critiques of them and, where appropriate, to propose new hypotheses. They
will be able to deal with complex issues both systematically and creatively, make sound judgements in the absence of complete data, and communicate their
conclusions clearly to specialist and non-specialist audiences. They will demonstrate self-direction and originality in tackling and solving problems, and act
autonomously in planning and implementing tasks at a professional or equivalent level to continue to advance their knowledge and understanding, and to
develop new skills to a high level. They the qualities and transferable skills necessary for employment requiring the exercise of initiative and personal
responsibility; decision-making in complex and unpredictable situations/professional environments; and the independent learning ability required for
continuing professional development.

Level 7 GOOD to VERY

SATISFACTORY EXCELLENT EXCEPTIONAL
FAIL FAIL MARGINAL FAIL GOOD
(Pass) (Distinction) (Distinction)
(Merit)
Category 0-29% 30-44% 45-49% 50-59% 60-69% 70-84% 85-100%
Engagement Little or no Poor Engagement Engagement Engagement Engagement Exceptional
with literature evidence of engagement with a very with an with a wide with an engagement
(including current reading and/or with essential limited range of appropriate range of extensive range with an
research, reliance on reading. No relevant and range of research- of relevant and extensive range
referencing, inappropriate evidence of credible sources. research- informed credible of relevant and
academic sources. wider reading. Some omissions informed literature, literature, credible
conventions and Views and Reliance on and minor literature, including informed by the literature,
academic findings mostly inappropriate errors. including sources latest research. informed by the
honesty) unsupported and sources, and/or Referencing sources retrieved Consistently latest research.
non- indiscriminate conventions retrieved independently. accurate High-level
authoritative. use of sources. evident though independently. Selection of application of referencing skills
Referencing Heavily reliant not always Some over- relevant and referencing. consistently and
conventions on information applied reliance on texts. credible sources. professionally
used gained through accurately or Referencing may Very good use of applied.
incoherently or class contact. consistently. show minor referencing, with
largely absent. Inconsistent and inaccuracies or no/very few
weak use of inconsistencies. inaccuracies or
referencing. inconsistencies.
Knowledge Major gaps in Gaps in Limited Knowledge is Knowledge has Excellent Exceptional
and knowledge and knowledge, with knowledge and accurate and a well-defined mastery of a mastery of a
Level 7 GOOD to VERY
SATISFACTORY EXCELLENT EXCEPTIONAL
FAIL FAIL MARGINAL FAIL GOOD
(Pass) (Distinction) (Distinction)
(Merit)
Category 0-29% 30-44% 45-49% 50-59% 60-69% 70-84% 85-100%
understanding understanding of only superficial systematic reasonably focus, which is complex and complex and
(A systematic, the subject systematic understanding of detailed. A reasonably specialised area specialised area
conceptual matter is not understanding. the concepts systematic extensive, of knowledge. A of knowledge.
understanding of systematic. Some significant and principles understanding of coherent and systematic, An exceptionally
knowledge, and a Substantial inaccuracies within the the field of study detailed, with a excellent critical
critical awareness inaccuracies. No and/or irrelevant subject area, informed by, to critical understanding of awareness of
of current
awareness of material. No which to some some extent, awareness of the concepts of current problems
problems and/or
new insights, current critical marginal extent, current research current problems the subject and/or new
much of which is problems, awareness of is informed by and scholarship, and/or new informed by insights. An
at, or informed by, insights or the current current research A critical insights. current research outstanding
the forefront of latest research problems, and scholarship. awareness of Exhibits good and scholarship. understanding of
the discipline; a and/or advanced insights, or latest Some critical current problems understanding of Highly critical the concepts of
comprehensive scholarship research within awareness of and/or new the breadth and awareness of the subject, well-
understanding of within the the discipline. current problems insights though depth of current problems informed by
techniques discipline. and/or new this may be contemporary and/or new current research
applicable to their
insights, but under-developed and established insights. A and scholarship.
own research)
often under- occasionally. views, and the critical, A critical,
developed. work is, at least awareness of sophisticated
in part, well- how the and nuanced
informed by boundaries of awareness of
current research knowledge are how the
and scholarship. advanced boundaries of
through knowledge are
research. advanced
through
research.
Cognitive and Wholly or almost Largely Limited attempt Some critical Sound critical Excellent critical Exceptional
intellectual wholly descriptive work, at critical evaluation/ evaluation/ evaluation/ critical
skills descriptive work. with superficial evaluation/ critique of critique of critique of evaluation/
(Critical Little or no use of critical critique of current research current research current research critique of
evaluation of evaluation or evaluation of current research and and and current research
current research critique or research and and methodologies, methodologies, methodologies, and
and attempt at a methodologies. methodologies, though slightly Proposes new Proposes methodologies,
methodologies systematic Absent or weak tending towards underdeveloped hypotheses, innovative Proposes
and develop approach. development of description. in places, where hypotheses, innovative
critiques of them
and, where
Failure to hypotheses and Limited attempt Proposes appropriate. Can where hypotheses,
appropriate, to develop judgements. to propose new adequate but deal with appropriate. Can where
propose new arguments, Information hypotheses. Can limited new complex issues synthesise appropriate.
hypotheses; make leading to accepted deal with hypotheses, systematically complex issues Exemplary
sound illogical or invalid uncritically, uses complex issues where relevant. and with some systematically systematic and
Level 7 GOOD to VERY
SATISFACTORY EXCELLENT EXCEPTIONAL
FAIL FAIL MARGINAL FAIL GOOD
(Pass) (Distinction) (Distinction)
(Merit)
Category 0-29% 30-44% 45-49% 50-59% 60-69% 70-84% 85-100%
judgements in the judgements. generalised but not Can deal with creativity. Ability and creatively. creative
absence of Unsubstantiated statements systematically or complex issues to make sound Ability to synthesis of
complete data.) generalisations, made with scant creatively. Some but not fully judgements investigate complex issues.
made without evidence and evidence to systematically or based on data contradictory or Ability to
use of credible unsubstantiated support creatively. Ability (that may be incomplete investigate
evidence. opinions. Ideas emerging to make incomplete) information and contradictory or
sometimes judgements but judgements make strong, incomplete
illogical and these may be based on data persuasive, information and
contradictory. underdeveloped (that may be arguments and make strong,
or with a little incomplete) but sophisticated persuasive,
inconsistency / with some judgements. arguments and
mis- tendency to sophisticated,
interpretation. assert/state nuanced,
May assert opinion rather judgements.
rather than than argue on Potential for
argue a case. the basis of journal
reason and publication or
evidence. doctoral
research.
Practical skills Limited or no Rudimentary An awareness An appropriate A very good An advanced Exceptional
(Originality / use of methods, application of and mostly application of application of a application of application skills
creativity in the materials, tools methods, appropriate standard range of knowledge, in complex,
application of and/or materials, tools application of methods, methods, methods, unpredictable,
knowledge, tools techniques. and/or well-established materials, tools materials, tools materials, tools contexts,
and techniques Little or no techniques but methods, and/or and/or and/or drawing skilfully
and in tackling appreciation of without materials, tools techniques. techniques. techniques. on the latest
and solving
problems in
the context of consideration and/or Clear Very good The context of research within
complex and the application. and techniques, with appreciation of consideration of the application is the discipline.
unpredictable Limited competence. occasional the context of the context of well considered, Can identify
professional understanding of Flawed errors. the application. the application, and insightful. complex
situations; the application of appreciation of Basic Mainly with perceptive Can identify problems and
practical use of theory to the context of appreciation of consistent, insights. Can complex propose
established practice or the application. the context of accurate and identify problems problems and sophisticated,
techniques of making Weak the application. logical and propose propose original
research and
appropriate links understanding of Theoretical application of appropriate excellent solutions.
enquiry to create
and interpret between the two. the application of knowledge and theory to solutions in solutions. An An outstanding
knowledge in the Very weak theory to understanding practice, making complex and excellent grasp application of
discipline.) problem-solving practice, with applied in appropriate links unpredictable of techniques techniques
skills in complex only occasional practice, but not between the two. contexts. applicable to applicable to
and evidence of always making Can identify Evidence of own research or own research or
Level 7 GOOD to VERY
SATISFACTORY EXCELLENT EXCEPTIONAL
FAIL FAIL MARGINAL FAIL GOOD
(Pass) (Distinction) (Distinction)
(Merit)
Category 0-29% 30-44% 45-49% 50-59% 60-69% 70-84% 85-100%
unpredictable making logical links problems and originality and advanced advanced
contexts. appropriate links between the two. propose mostly creativity. scholarship. scholarship.
between the two. Can identify appropriate Shows originality Shows originality
Weak problem- problems and solutions in in application of in application of
solving skills in propose basic complex and knowledge and knowledge and
complex and solutions without unpredictable techniques, and techniques, and
unpredictable fully appreciating contexts, with of how of how
contexts. the complexity of elements of established established
unpredictable originality. techniques of techniques of
contexts. enquiry create enquiry create
and interpret and interpret
knowledge in the knowledge in the
discipline. discipline with
assimilation and
development of
cutting edge
processes and
techniques.
Transferable Communication Communication Can Can Can Can Can
skills for life medium is medium is poorly communicate in communicate communicate communicate communicate
and inappropriate or designed and/or a suitable effectively in a well, confidently professionally with an
professional misapplied. not suitable for medium but with suitable format, and consistently confidently and exceptionally
practice Work is poorly the audience. some room for but may have in a suitable consistently in a high level of
(Exercise of self- structured, Work is poorly improvement. minor errors. format. suitable format. professionalism.
direction, disorganised presented in a Mostly ordered Mostly coherent, Work is Work is Work is
autonomy and and/or disjointed presentation and organised work, coherent, fluent, coherent, very remarkably
personal confusingly manner. It is structure in in a suitable well-structured fluent and is coherent, very
responsibility; expressed. Very loosely, and at which relevant structure and is and organised. presented fluent and is
plan and weak use of times ideas / concepts for the most part Can work very professionally. presented
implement tasks
at a professional language and/or incoherently, are reasonably clearly well Can work professionally.
level; independent very structured, with expressed. Work expressed. Can autonomously autonomously Can work
learning; use inappropriate information and may lack work effectively and/or as part of with initiative. outstandingly
appropriate media style. Little or no ideas often coherence in independently a team, with a Where relevant well and
to communicate evidence of poorly places. Can and/or as part of good can work professionally
effectively and autonomy (or expressed. work as part of a a team, with contribution to professionally within a team,
professionally to a collaboration, Weak use of team, but with clear group activities. within a team, showing
variety of where relevant) language and/or limited contribution to Demonstrates showing advanced
audiences; in the completion inappropriate involvement in group activities. comprehensive leadership skills leadership skills.
fluency of
expression;
of tasks. Little or style. Weak group activities. Demonstrates professional, as appropriate, Demonstrates
systematic no evidence of independent Demonstrates the skills postgraduate managing exemplary
Level 7 GOOD to VERY
SATISFACTORY EXCELLENT EXCEPTIONAL
FAIL FAIL MARGINAL FAIL GOOD
(Pass) (Distinction) (Distinction)
(Merit)
Category 0-29% 30-44% 45-49% 50-59% 60-69% 70-84% 85-100%
approach; clarity the skills initiative (or some but not all required in employment conflict and professional,
and effectiveness required in collaboration, if of the basic skills professional, skills. meeting postgraduate
in presentation professional, relevant). required in postgraduate obligations. employment
and organisation.) postgraduate Limited evidence professional, employment, Demonstrates skills and a
employment. of the skills postgraduate with some areas excellent strong appetite
required in employment, of strength and professional, for further
professional, with some areas some of minor postgraduate development.
postgraduate of minor weakness. employment
employment. weakness. skills and a
strong appetite
for further
development.

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