LondonSouthBankUniversity – Certificate in Management / MSc Charity
End-of-Unit Assessment Brief – Resubmission Assignment Two
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IN-COURSE ASSIGNMENT NUMBER TWO: END OF UNIT
RESUBMISSION / RESITASSESSMENT BRIEF
This resubmission assignment contributes
a maximum of 50%
to the overall assessment for this course.
You are asked, individually, to produce a report (intended for circulation within the organisation) on the following:
“The extent to which marketing
can be of value to a specific organisation in the next two years.”
The assignment is intended to allow you to demonstrate how marketing can help an organisation (Private or Public Sector) establish itself successfully within the marketplace. Attention must be paid with how marketing interacts with the operations of an organisation so that the issues surrounding ‘making marketing work’ are fully explored and made clear to all within the organisation.
In developing your (1,500-2,000 word maximum) report for circulation within the organisation, you may wish to consider the answers to some of the following issues:
- What is marketing?
- On what basis is ‘value’ determined for an organisation?
- How can marketing be of value?
Each of the above cited questions is almost an ‘essay’ in its own right but all the questions are a reflection of the positive impact marketing can make on how an organisation functions operationally and also how an organisation can go about marketing strategy development.
You are asked to consider a ‘specific organisation’ – notably one with which you are familiar (or indeed currently employed by). It may be an organisation that is already committed to marketing and thus the report will focus more on how marketing has been of value. However, the organisation selected may not be marketing-oriented and thus the report will show how marketing could be of value.
Your report (intended for circulation within the organisation) will need to demonstrate familiarity with the essential theoretical elements of marketing as well as showing an awareness of the value of marketing in practice. Evidence of an understanding of the key operational components relevant to marketing management also needs to emerge in the report.
It is expected that the report will be primarily based on very thorough secondary data collection. The materials provided during the course should be considered a starting point, but we expect that you will extend upon these materials and gather further information / literature that relates to the approach you have selected for this report. Wherever possible, you may also draw upon a limited amount of primary research and/or your own personal experience.
Each student will no doubt deal with this assignment differently and we envisage the papers submitted will reflect your varied backgrounds and interests. Nevertheless, it is extremely important that you stay focussed on the assignment theme (‘extent to which marketing can be of value within…’) and produce a report for circulation within the organisation. Ensure that all the comments made contribute to a discussion around this topic.
It is worthwhile considering both positive and negative aspects in your evaluation and reviewing how marketing can help to improve results – clearly, what is meant by results needs to be made explicit.
This assignment must be a thorough evaluation – in contrast to the first assignment that was focussed on one specific issue. In this submission, the emphasis is on taking a more holistic overview and assessing marketing as a whole and in general terms.
Further guidance will have been provided during the course and students resubmitting are strongly urged to review their feedback and consider carefully any annotated comments made.
STUDENTS ARE REQUIRED TO SUBMIT
TWO COPIES OF THIS ASSIGNMENT
TO THE LONDON ROAD POSTGRADUATE OFFICE
BY
THE DATE AGREED FOR RESUBMISSION
The following assessment criteria will apply:
- The extent to which you selectively and correctly use the literature to identify and analyse the key marketing issues;
- The application of theory to the ‘real world’ (Private or Public Sector) by means of appropriate examples (from a specific organisation);
- The quality of conclusions drawn and, where applicable, of any recommendations made.
Hence the report will be evaluated as follows (marks allocated in percentage terms and then weighted to 50% of final grade for this unit):
- Theoretical underpinning / marketing terms & terminology ……. 20%
- Critical evaluation of ‘..value of marketing …’ ……. 30%
- Assessment of marketing from a functional (operational) perspective ……. 20%
- Use of example …… 20%
- Presentation and style …… 10%
REFER TO THE GENERAL COMMENTS ON ASSIGNMENT FORMAT
– as shown for Assignment One in the Unit Guide:
1
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BusinessSchool – Marketing Division
OPERATIONALISING MARKETING / Marketing & Meeting Customer Requirements
(MCS-M-116)
Academic Year 2010/2011