Business

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Faculty of Business and Law

 

 

Module Title: Marketing and Markets in a Digital Age

 

 

Module Code: PGBM127

 

 

Module Leader: Karen Wharton

 

2020/21

 

 

 

 

 

 

 

 

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FACULTY OF BUSINESS, LAW & TOURISM Postgraduate Programme

Level: 7 Module: Marketing and Markets in a Digital World Module Code: PGBM127 Module Leader: Karen Wharton DUE DATES: Assessment Friday 4th June 2021 Latest submission time: 11.59 p.m. via Turnitin Contribution to unit assessment: 100% weighting ASSESSMENTS: Assessment 001: Individual Case Study & Report

N.B. These are individual pieces of work

LEARNING OUTCOMES Upon successful completion of this module, students will have demonstrated: Knowledge K1 demonstrate a critical understanding of key marketing concepts & theories and the related academic literature K2 demonstrate a critical understanding of markets and their different contexts K3 evaluate and provide an overview of the key drivers of change for markets & marketing in the digital age Skills S1 demonstrate the ability to apply critical evaluation and strategic thinking skills S2 demonstrate the ability to identify, select, analyse, synthesize and interpret credible information whether from academic or the trade press sources

ASSESSMENT BRIEF: 4,000 words 100% weighting

This assignment assesses K1, K2, K3, S1 and S2 For this assessment you will critically examine the following organisation: Print Cakes https://www.printcakes.co.uk

Guidance on the word count is indicated for each section below. Assessment Overview You are to research, evaluate the marketing activity undertaken by Print Cakes. In doing so, you will prepare a case study providing an overview of Print Cakes’ current marketing activity and a report evaluating a potential market opportunity and recommending relevant marketing strategy. A key focus of both will be discussion on how marketing activity and the market is influenced by current technology.

 

 

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Case study 1,500 words – should identify and critically evaluate the following aspects:

• Brief company overview and mission statement.

• Evaluate the core offering, what are the customer ‘’needs and wants, ‘jobs to be done’, and how are these currently satisfied through the provision of the marketing mix.

• Evaluate whether the organisation demonstrates a ‘marketing orientation’

• With reference to the 4.0 and MarTech technologies studied on the module critically evaluate to what extent technology influences the company’s marketing approaches and how this links to the delivery of value.

To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report should be supported with referenced evidence from a range of credible academic and practitioner sources.

Individual Business Report (2,500 words) Executive Summary – short summary – the whole report (100 words)

• Introduction Statement of problem or context.

• Main report

• Identify a new opportunity for Print Cakes presented by the external environment. This can be a new product, service enhancement or a technological innovation to enhance the company’s marketing activity (or a combination of these opportunities).

• STP – In response to the above, critically evaluate and make recommendations on the organisation’s approach to STP. Identify a relevant target group and develop a detailed ‘customer persona’. This should be supported with a *primary research interview / interviews or appropriately referenced secondary research.

 

• Recommendations- With application to the marketing process and customer journey mapping theory, recommend a value driven marketing strategy identifying how the organisation will engage with this customer group. Support this section with a Customer Journey Map.

 

• Conclusion – short summary of how value is created for the organisation and customer. (300 words)

• References

• Appendices To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report should be supported with referenced evidence from a range of credible academic and practitioner sources. Notes You must use Print Cakes for both the case study and the report. *Primary research conducted at the current time should be undertaken online using relevant technology to avoid face to face contact with the participant / participants

 

 

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To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report

should be supported with referenced evidence from a range of credible academic and practitioner sources. You must use the HARVARD referencing system – see ‘Cite them right’ -https://library.sunderland.ac.uk/find- resources/referencing/ Relevant theory from the module must be applied to develop the analysis and evaluation. Logical conclusions should be drawn. Assessment Format Front Page:

• Module Code and Module Title • Title of Assignment • Module Leader’s Name • Your Tutor’s Name • Your name (Family name underlined / in capital letters) • Your Student Number • Date of Submission

Format Make your assignment easy to read – some guidelines

• Make all general typeface 12pt Arial, Calibri, Tahoma • You should use line spacing of 1.5 • All pages should be numbered

Please note:

• correct spelling, punctuation and grammar are also expected • grammar/spell check and proofread your work

Submission Details

YOU MUST SUBMIT ELECTRONICALLY BY THE DEADLINE 4th June 2021, through PGBM127 Canvas module page for checking with ‘Turnitin’ a. Accessible in the assessment section b. Students may submit drafts prior to submission and generate reports.

i. The last submission prior to the deadline is deemed to be the final submission for assessment purposes

Non-submission through Turnitin: Students who do not submit their work through Turnitin will automatically receive a 0%

Please refer to your programme Handbook for the Student Guide to the Academic Regulations

Plagiarism/Infringement Statement All Assessments are subject to the University’s Policy on ‘Cheating, Collusion and Plagiarism’. Students found guilty of this are subject to severe penalties.

These are INDIVIDUAL pieces of work – If there is evidence that the work is not wholly attributable to you, the University’s policy on ‘Cheating, Collusion and Plagiarism’ will be applied

 

 

 

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Link to University Academic Integrity and Misconduct Policy: Academic Integrity and Academic Misconduct – A Guide

Extenuating Circumstances

If you are affected by any extenuating circumstances and cannot submit your work, for example illness or severe personal difficulties, you must inform your Programme Leader, personal tutor, module leader or module tutor immediately.

Important – ‘Fit To Sit’ Any student who presents themselves at an examination and takes that examination, or who submits a piece of coursework, or attends and takes part in a presentation, practical session, or any other form of assessment cannot then put in a later request for extenuating circumstances. They will be deeming themselves ‘Fit to Sit’ if they thereby engage in the assessment and no allowance will be made for any difficulties, they later wish to claim affected their results.

For information or to discuss an issue you are having, please contact the programme leader or personal tutor in the first instance. Please refer to your programme handbook for the link to University Extenuating Circumstances Policy

 

 

 

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Generic Assessment Criteria – Postgraduate These should be interpreted according to the level at which you are working

Categories

 

Grade Relevance Knowledge Analysis Argument and

Structure

Critical

Evaluation

Presentation Reference to

Literature

P a

s s

86 – 100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the

qualification. There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level

it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of

argument, interpretation or discourse.

76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also

excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will

be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or

discourse and some evidence of originality.

 

70 – 75%

The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.

There is clearly articulated evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied. At this level it is

expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance

of argument, interpretation or discourse.

 

60 – 69%

Directly relevant to

the requirements of

the assessment

A substantial

knowledge of relevant

material, showing a

clear grasp of

themes, questions

and issues therein

Comprehensive

analysis – clear and

orderly presentation

Well supported,

focussed argument

which is clear and

logically structured.

Contains distinctive

or independent

thinking; and

begins to formulate

an independent

position in relation

to theory and/or

practice.

Well written, with

standard spelling

and grammar, in a

readable style with

acceptable format

Critical appraisal of

up-to-date and/or

appropriate

literature.

Recognition of

different

perspectives. Very

good use of a wide

range of

sophisticated source

material.

 

50 – 59%

Some attempt to

address the

requirements of the

assessment: may

drift away from this

Adequate knowledge

of a fair range of

relevant material, with

intermittent evidence

Significant analytical

treatment which has a

clear purpose

Generally coherent

and logically

structured, using

an appropriate

mode of argument

May contain some

distinctive or

independent

thinking; may begin

to formulate an

independent

Competently written,

with only minor

lapses from standard

grammar, with

acceptable format

Uses a good variety

of literature which

includes recent texts

and/or appropriate

literature including a

substantive amount

 

 

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in less focused

passages

of an appreciation of

its significance

and/or theoretical

mode(s)

position in relation

to theory and/or

practice.

beyond library texts.

Competent use of

source material.

40 – 49% Some correlation

with the

requirements of the

assessment but

there are instances

of irrelevance

Basic understanding

of the subject but

addressing a limited

range of material

Some analytical

treatment, but may be

prone to description, or

to narrative, which lacks

clear analytical purpose

Some attempt to

construct a

coherent

argument, but may

suffer loss of focus

and consistency,

with issues at

stake stated only

vaguely, or

theoretical mode(s)

couched in

simplistic terms

Sound work which

expresses a

coherent position

only in broad terms

and in uncritical

conformity to one

or more standard

views of the topic

A simple basic style

but with significant

deficiencies in

expression or format

that may pose

obstacles for the

reader

Evidence of use of

appropriate

literature which goes

beyond that referred

to by the tutor.

Frequently only

uses a single source

to support a point.

F a

il

35 – 39% Relevance to the

requirements of the

assessment may be

very intermittent,

and may be

reduced to its

vaguest and least

challenging terms

A limited

understanding of a

narrow range of

material

Largely descriptive or

narrative, with little

evidence of analysis

A basic argument

is evident, but

mainly supported

by assertion and

there may be a

lack of clarity and

coherence

Some evidence of

a view starting to

be formed but

mainly derivative.

Numerous

deficiencies in

expression and

presentation; the

writer may achieve

clarity (if at all) only

by using a simplistic

or repetitious style

Barely adequate use

of literature. Over

reliance on

material provided by

the tutor.

The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.

30 – 34%

 

The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided

shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.

15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The

evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.

0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The

evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the

indicators.

 

 

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