Module Code: MGT6180

Coursework Code: MGT6180-2

Module Title: Contemporary Marketing Practice

Date Available: 22^nd September 2023

Submission details: 15 January 2024, 12pm (noon)

Electronic submission only through Blackboard

You can submit your assignment multiple times to the submission link on the module Blackboard site. Each time you submit you will receive a Similarity Report. You can check this and improve your referencing before the final deadline.

After 3 submissions you will need to wait 24hrs before you receive a new report.

Please note: each new submission replaces any previous submission. It is not possible to retrieve a previous submission.

Your final submission must be made before the deadline to avoid late penalties.

You should note that the time of submission is taken from once the document has been successfully uploaded and confirmed – this may take more than five minutes during busy periods. Late penalties will be applied to any work submitted from 12.01pm on 15 January 2024 onwards. Details of how to calculate a late penalty can be found in your programme Handbook. It is your responsibility to ensure the correct document/file has uploaded successfully.

When submitting you must:

1. Include a completed individual cover sheet (available from Blackboard)

2. Use ‘Student Number, MGT6180-2’ (e.g.190011001 MGT6180 –2) as the document’s file name and also as the Assignment Title in Turnitin.

A penalty (usually around 5 marks) for students who do not comply with the above requirement.

Contribution to Final Mark for Module: 75%

Maximum Word Length: 2,000 words (maximum)

Unless otherwise specified, the word count is for the main body of the text and ignores the reference list and appendices.  If you exceed the word length you will be penalised.  For details see the Management School Handbooks.

Please note that SUMS does not have a word count tolerance - it is a stated maximum as outlined above.

Essay Topic: Conduct a critical literature review of a chosen marketing context and an in-depth evaluation of the marketing practices of a real-life organisation in this context, then provide practical recommendations to the organisation based on the evaluation.

The review should include the following elements:

1. produces a critical literature review of a marketing context

- Identify a literature area (e.g. digital marketing, fashion marketing)

- Focus on some key development within the chosen literature area (e.g. branding strategies in fashion marketing, social media marketing tactics in digital marketing)

- Critical evaluate the theoretical development

2. evaluates a chosen organisation in this chosen context using secondary data

- Identify a chosen company

- Evaluate its marketing practices in relation to your chosen literature area (e.g. if you have selected fashion marketing, you should evaluate the chosen company’s fashion marketing strategies and practices).

- You should ensure the evaluation links closely to the literature discussion

3. makes recommendations to the organisation based on the analysis

- Provides constructive recommendations to the chosen company based on your evaluation

- No evaluation is needed in this section

Assessment criteria

Hard Fail

(0-39)

Soft Fail

(40-49)

Pass

(50-59)

Merit

(60-69)

Distinction

(70-79)

Distinction

(80+)

Abilities to demonstrate an understanding the chosen issues / contexts and their theoretical models and concepts

The chosen issues / contexts are not identified and understood. The answer does not reflect the overviews provided in the lectures

The chosen issues / context are not identified clearly. The answer does not go beyond the overviews provided in the lectures

The answer demonstrates some understanding of the chosen issues / contexts. Some analysis is made but largely based on the lecture notes

The answer demonstrates a good understanding of the chosen issues / contexts. A good analysis of theoretical models and concepts is provided. The answer largely goes beyond the overviews provided in the lectures

The answer demonstrates an excellent understanding of the chosen issues / contexts. The answer goes beyond the overviews provided in the lectures

The answer demonstrates an outstanding understanding of the chosen issues / contexts. The answer goes beyond the overviews provided in the lectures

Appropriateness of theoretical analysis (relevance of theoretical frameworks / concepts; effectiveness and quality of theoretical analysis; evaluation and critique of essential aspects of the work)

The answer fails to include appropriate theories & concepts; the answer is descriptive & there is a lack of theoretical analysis, evaluation & critique

The answer include some, but not all of the appropriate theories & concepts; the answer is descriptive in places & the standard of theoretical analysis, evaluation & critique is limited

The answer includes all appropriate theories & concepts; there is effective theoretical analysis, evaluation & critique but the depth of analysis sometimes limited

The answer has a very effective theoretical analysis and evaluation; there is strong evidence of in-depth theoretical knowledge & critical reflection

The answer has an excellent theoretical analysis & evaluation; an excellent degree of theoretical knowledge is demonstrated and there is strong evidence of critical reflection and originality of thought

The answer has an outstanding theoretical analysis & evaluation; an outstanding degree of theoretical knowledge is demonstrated and there is very strong evidence of critical reflection and originality of thought

Appropriateness of application to organisation and make appropriate recommendations (Justification of company choice; effectiveness of applying theories and concepts to the organisations)

The answer fails to justify the choice of companies. The application of theories to organisations and recommendations are poorly articulated

There is little justification on the choice of companies, but the application, analysis and recommendations are not thorough

There is some justification on the choice of companies. The application and recommendations are largely appropriate

The justification on the choice of companies is good and adequate. The application of theories and recommendations to organisation are effective and appropriate

Excellent justification on the choice of companies. The answer demonstrates the ways the chosen organisations could make use of the key issues / concepts and their theoretical models outstandingly, excellent recommendations are made

Outstanding justification on the choice of companies. The answer demonstrates the ways the chosen organisations could make use of the key issues / concepts and their theoretical models outstandingly, outstanding  recommendations are made

Essay structure and presentation (cohesion of answer; use of academic English; Grammar)

The essay does not have a cohesive & logical structure; arguments do not flow; grammar may be incorrect & presentation is poor

The essay has a basic structure but lacks cohesion; arguments are disjointed at times; grammar & presentation are satisfactory

The essay has a logical structure & is largely cohesive; arguments are fluid; grammar & presentation are good; academic terminology is adequate

The essay has a logical, creative & very cohesive structure; arguments are extremely fluid & grammar, presentation and academic terminology are all very good

The essay has an excellent structure; arguments are extremely fluid and grammar, presentation & academic terminology are all faultless

The essay has an outstanding structure; arguments are extremely fluid and grammar, presentation & academic terminology are all faultless

Evidence of research & standard of referencing (range & appropriateness of sources of information; correct use of academic referencing techniques)

There is limited evidence of research; very few sources are utilised & the standard of referencing is inadequate

There is partial evidence of research, only the obvious sources are utilised & the referencing is adequate but inconsistent

A range of appropriate sources is used effectively; the referencing is largely consistent

A wide variety of different research sources are used effectively; there is very good evidence of researching skills & the standard of referencing is good

In-depth research has been undertaken & the research sources are highly effective; the standard of referencing is excellent throughout

In-depth research has been undertaken & the research sources are highly effective; the standard of referencing is outstanding throughout

Independence of working:

You are reminded of the University's Regulations on the Use of Unfair Means and academic integrity which are outlined in the School's Handbooks.  If there is a suspicion that your work is not your own and that you have used unfair means or there is suspicion of a breach of academic integrity in writing this assessment then you may be referred to our unfair means officers to consider your work. Therefore, you are advised to ensure that you undertake the relevant guidance on the module site or programme level sites that you have access too. If you cannot access these, please contact the Student Experience Office.

Other Submission Details:

● Use the standard Management School cover sheet

● Have the word count given on the cover sheet

● Be presented with 2.5cm margins all round

● Use Times New Roman or Arial, 11 or 12 point for the main body text

● Use 1.5 line spacing

● Have all pages numbered except the first

● Be properly spell checked

● Be made attractive with suitable use of headings, paragraphs and sections

● Be properly referenced to the Management School version of Harvard referencing

Resit: for submission in August

Essay Topic: The brief is the same as the original assignment, but students must choose a different marketing context for the resit.