MN7182

MN7182 MODULE GUIDE

Marketing, marketing communications and
operations

2020-21
(SUMMER)
Module Guide Contents

MODULE GUIDE CONTENTS 2

STAFF DETAILS 3

MODULE SPECIFICATION 4

MODULE OVERVIEW 4

READING LIST 5&6

WEEKLY SCHEDULE 13

ASSESSMENT DESCRIPTION 13

REASSESSMENT INFORMATION 21

MARKING SCHEME 24

ACADEMIC/PROFESSIONAL INTEGRITY 29
MN7182

Staff Details

Module leader: Mr. Tharaka Dias

(diastharaka@gmail.com)

Teaching staff and delivery schedules in each location

Location Teaching staff

Name Email address Contact number
Colombo Rajitha Silva grpriyankara@gmail.com +94 773635218
Colombo Tharaka Dias +94 773865528
Kandy Nimal Rathnayake nimaldr@yahoo.com +94 777099325

Jaffna Dr. P. Pratheepkanth ppratheepkanth@yahoo.co +94 773684285

m
Kurunegala Dr. Chaminda Karunarathne im.chami@gmail.com +094 372283619

Matara Dr. Amila Sirisena amila@badm.ruh.ac.lk

MN7182 Marketing, marketing communications and operations
Part One: ABOUT THE MODULE
1 Module title Marketing, Marketing Communications,
and Operations (MMCO)

2 Module code MN7182

3 Module level and credit rating Level 7 20

G Faculty London Guildhall Faculty of Business and Law

5 School School of Business

6 Teaching site(s) for course

ESoft, Sri Lanka ESoft, Sri Lanka Cross-Campus

7 Teaching period Autumn and Spring Period (15 weeks)

8 Pattern of attendance Day

9 Required prior learning n/a

10 Module description

This core module covers the major dimensions of marketing management, including
marketing research, marketing strategy, marketing communications and operational
management, and how they interrelate.

The module culminates in bringing all the marketing dimensions together with a view to
implementing them in a real business environment. This will support students’ learning
of theoretical knowledge and practical skills to help them succeed in the modern
business environment.

11 Module aims

This module aims to encourage the student to appreciate the tools marketing provides
the business planner and learn how to make use of them in a real business context.

12 Module learning outcomes

1. Critical appreciation and use of Marketing Research tools for researching business
opportunities

2. Critical appreciation and use of Marketing Strategy models in a global context

3. Critical appreciation and use of Marketing Communications to reach and influence

target audiences

4. Critical appreciation and use of Operations Management to design and develop

products/services that meet market requirements

13 Indicative syllabus – for full details see section C in Module Booklet

1. Marketing Research: 
- Consumer behaviour & research
MN7182

- Product, services and brands research

- Industry/organisation research

2. Marketing Strategy:
- Globalisation & internationalisation
- Segmentation, Targeting, and Positioning (STP)
- Implementation of marketing strategy

3. Marketing Communications:
- Advertising / PR
- On-line and social media & marketing
- Selling

4. Operations Management:
- Product/service design
- Logistics management
- Digital/technological operations

14 Indicative bibliography and key on-line resources

Essential texts:
Baines, P. and Fill, C. (2014). Marketing, 3rd edition. Oxford: Oxford University Press
and supporting on-line resources for students

Slack N, Brandon-Jones, A. and Johnson, R. (2014). Operations Management 7th

edition. Harlow: FT Prentice Hall (also in e-book format)

Recommended texts:
Jobber, D. and Ellis-Chadwick, F. (2012). Principles and Practice of Marketing. London:
McGraw-Hill Higher Education.

Fourali, C (2016), The Promise of Social Marketing, London: Routledge

Futrell, C. (2010). Fundamentals of Selling: Customers for Life Through Service.

London: Irwin/McGraw-Hill

Gendron, G. (2000). The origins of the entrepreneurial species. Inc.

http://www.inc.com/magazine/20000201/16856.html (accessed on 05/04/2014)

Lussier, R. N., Gorman, J., and Kimball, D. (2015). Entrepreneurial New Venture Skills.
London: Routledge

Academic Journals
European Journal of Marketing
Journal of Services Marketing
Journal of Marketing
Journal of Consumer Marketing
International Journal of Retail and Distribution Management
Journal of Product and Brand Management
 Key websites
Chartered Institute of Marketing (CIM)
http://www.cim.co.uk
Marketing stable of magazines
http://www.haynet.co.uk

Professional Magazine
Marketing Week
Marketing
PR
Campaign
Admap
Marketing Research Reports
Keynote
Mintel Marketing Intelligence
Euromonitor

Newspapers & Magazines (Marketing pages)

The Times
Financial Times
The Guardian
Independent
Wall Street Journal Europe
European Business
Economist

15 Learning and Teaching strategy for the module including approach to blended learning,
students’ study responsibilities and opportunities for reflective learning/pdp

The module focuses on business issues/opportunities that the student is interested to

investigate with a view of testing and developing their ideas. The module uses a
mixture of lectures, workshops and seminars to encourage students to familiarise
themselves with the concepts associated with each of the four themes and encourages
students to apply them to their areas of interest in a critical and supportive environment.
The themes are first introduced in an integrative manner to demonstrate their inter-
relations. Subsequently the various sub-themes are addressed in more detail while
encouraging students to critically investigate the associated models and develop a
perspective based on analysis and practical discussions. The module delivery is
supported by online material available through Weblearn.

Digital literacy development

The learning, teaching and assessment strategy for this module will enable students to
develop their capabilities in digital literacy and information handling appropriate to
professional/master’s level study as outlined in the Open University Digital and
Information Literacy Framework (DILF: available to view at
http://www.open.ac.uk/libraryservices/pages/dilframework )
MN7182

Work related learning

This module adopts a work-related learning perspective based upon the application of topics
covered in the module to real-life workplace issues. Students are encouraged to adopt a
reflective approach towards the syllabus in the context of their own particular work experience
and skill sets. Hence, through reflection upon how their existing skill sets compare to the
particular requirements of specific workplace issues, they are able to identify where particular
knowledge and skills gaps exist. This information can then be used to frame their learning in
relation to each element of the syllabus and their own personal / professional development.

Reflective journal
This module will adopt the reflective practitioner model to encourage lifelong learning and
personal responsibility developing professionalism in management and leadership. Students
will be expected to spend time each week updating a reflective journal, which records not only
reflections on class-based sessions, but also other activities, thoughts and reflections, which
contribute to their learning. It is important that students make their entries regularly as they will
help to consolidate their learning throughout the module.
The module tutor / lecturer will regularly review entries in students Learning Journal and will
provide regular formative feedback.

16 Indicative learning and teaching hours for the module. Learning hours comprise face-
to-face and virtual contact hours plus self-managed and directed learning and time
spent on placements (where relevant).
Method Description and percentage of learning hours
Scheduled learning and teaching 45
activities
Guided independent study 155
Placement/study abroad
TOTAL LEARNING HOURS FOR 200
THE MODULE
17 Assessment strategy

The assessment strategy encourages the development of post-graduate level skills and
confidence to work with others as well as develop business acumen through analysing
and testing ideas. There are two assessments:

- Design product / service group presentation (20 min/+ QA) backed up with Prezi/PPT
(30%)

- Report on setting up a product / service going through all covered 4 stages/themes

(4,000 words) (70%)

The 2nd assessment will include a short reflective statement of personal learning and
the contribution made by the module to the student’s professional development

18 Arrangements for formative and summative feedback

Students will be encouraged to consider applying the various models and concepts to
their chosen area of interest in each session so as to relate theory to practice. Formal
feedback will be provided for each student for Assignment 1, by Week 10, in order to
prepare the student for Assignment 2.

19 Description of assessment items

 Assessment Description of Item % Week If not pass on aggregate,
Method weighting Due explain what is required
to pass the module
Choose an assessment Paired
method. Presentation 30% 7
20-25 Minutes
Choose an assessment Individual
method. student report 70% 13
Up to 4,000 words

Part Two: FACULTY USE

20 Nominated External Examiner
21 Nominated Module Leader at time of approval Dr. Rajitha Silva
22 All courses to which this module contributes
and whether Core or Option

Part Three: OFFICIAL USE AND CODES – responsibility for completion is as

indicated
23 Original date of approval (QEU)
24 Module approved to run from (QEU)
25 Revision date (specify cohort) (QEU)
26 Module specification version number (QEU)
27 SITS Mark Scheme (Academic Registry)
28 Subject Standards Board Name (Academic
Registry)

This core module covers the major dimensions of marketing management, including
marketing research, marketing strategy, marketing communications and operational
management, and how they interrelate. It enables the student to be aware of both strategic
as well as logistical dimensions.

The module culminates in bringing all the marketing dimensions together with a view to
implementing them in a real business environment. This will support students’ learning of
theoretical knowledge and practical skills to help them succeed in the modern business
environment.

Prior learning requirements

Not specified

Module aims
This module aims to encourage the student to appreciate the tools marketing provides the
business planner and learn how to make use of them in a real business context. In
particular it encourages the student to critically appreciated the following dimensions.

1. Critical appreciation and use of Marketing Research tools for researching business
opportunities

2. Critical appreciation and use of Marketing Strategy models in a global context

3. Critical appreciation and use of Marketing Communications to reach and influence

target audiences
MN7182

4. Critical appreciation and use of Operations Management to design and

develop products/services that meet market requirements
Indicative Syllabus
The students will cover the following topics and associated areas. Although these are presented
chronologically, it is important that the student aims to integrate them in learning to make use of
them while addressing real-life business challenges.

1. Marketing Research: 
- Consumer behaviour & research
- Product, services and brands research
- Industry/organisation research

2. Marketing Strategy:
- Globalisation & internationalisation
- Segmentation, Targeting, and Positioning (STP)
- Implementation of marketing strategy

3. Marketing Communications:
- Advertising / PR
- On-line and social media & marketing
- Selling

4. Operations Management:
- Product/service design
- Logistics management
- Digital/technological operations

Learning and teaching

Classroom sessions, delivered on a block and blended learning basis, will follow a workshop
format which will include some formal input as well as small group activities designed to encourage
collaborative working, sharing experiences and the organisation of self-study support groups. This
module will require independent study and research outside of taught sessions but, importantly, the
classroom sessions will provide the opportunity to share experience, literature & current research
findings.

Work Based Development

This module adopts a workplace development perspective by considering how the topics covered
in the module can be applied to real-life workplace issues. This involves students adopting an
organisational development (OD) perspective, based upon one or more of the topics covered in the
course and a reflection on the practicalities of how to design and implement such an approach in
the context of a particular workplace issue. Through this mechanism, students are able to engage
in a critical reflection and evaluation of the material covered in the course and consider the
relationship between theory and practice in the area.
E learning
Students should look at ESOFT ICMS regularly to see any preparation activities that they need to
undertake or slides or other material that they may wish to print or download. Additionally students
should spend time each week online maintaining and updating their Learning Journal which is on
WebLearn/Blackboard. This journal records not only what students have done in class but also
other activities, and thoughts and reflections which contribute to their learning. Students will be
guided in class as to what they should focus on each week. It is important that students make their
entries regularly as they will help to consolidate learning throughout the module.
The module tutor / lecturer will regularly review entries in students Learning Journal and will
comment and leave feedback. This provides regular formative feedback.

Entries in students learning journals can only be viewed by the student and the tutors on the
module.
Learning outcomes

On successful completion of this module the student will be able to:

1. Critically appreciate and use Marketing Research tools for researching business
opportunities

2. Critically appreciate and use Marketing Strategy models in a global context

3. Critically appreciate and use Marketing Communications to reach and influence target
audiences

4. Critically appreciate and use Operations Management to design and develop

products/services that meet market requirements

Assessment strategy

The assessment strategy for this module aims to be experiential, reflective, valid, reliable and
diverse. It is student-focussed and driven, and aims to link with their own areas of interest in
academic and practical terms. Assessment is demanding in that it requires high-level academic
and practical research, is continuous and enables the demonstration of excellence. It is designed
to guide students’ improvement, to help them self-evaluate, to aid their decision making, to help
them learn from their mistakes and, where there are opportunities, plan their own curriculum and
future career.

Students are required to complete two assessments, which will be devised in response to the
curriculum, their own career preferences and current events, associated with organisational issues.

See details of assessments below.

Bibliography
Students are encouraged to combine theoretical and industrial resources to provide realistic
arguments and, where necessary, arguments. The students must conduct their own inquiry and
identify their own sources as part of the remit of this module. The student is advised to utilise the
vast collection of electronic and hard academic resources that have been made available to them
via the London Metropolitan University MetraNet system and campus libraries. Latest publications
may also be considered from a wide range of other sources, in addition to those listed below:
MN7182

Essential texts:
Paul Baines and Chris Fill (2014). Marketing, 3rd edition. Oxford: Oxford University Press
and supporting on-line resources for students

Slack N, Brandon-Jones, A. and Johnson, R. (2014). Operations Management 7th edition.

Harlow: FT Prentice Hall (also in e-book format)

Recommended texts:

Jobber, D. and Ellis-Chadwick, F. (2012). Principles and Practice of Marketing. London:

McGraw-Hill Higher Education.

Fourali, C (2016), The Promise of Social Marketing, London: Routledge

Futrell, C. (2010). Fundamentals of Selling: Customers for Life Through Service. London:
Irwin/McGraw-Hill

Gendron, G. (2000). The origins of the entrepreneurial species. Inc.

http://www.inc.com/magazine/20000201/16856.html (accessed on 05/04/2014)

Kaufman I. and Horton C. (2015) Digital Marketing: Integrating Strategy and Tactics with
Values, A Guidebook for Executives, Managers & Students. London: Routledge.

Kingsnorth S. (2016) Digital Marketing Strategy: An Integrated Approach to Online

Marketing Kogan Page

Lussier, R. N., Gorman, J., and Kimball, D. (2015). Entrepreneurial New Venture Skills.
London: Routledge

Chaffey D. and Smith PR (2017) Digital Marketing Excellence Planning, Optimizing and
Integrating Online Marketing Fifth edition London: Routledge.

Academic Journals
Relevant Journals include:
 Social Marketing Quarterly
 Journal of Social marketing
 Journal of marketing
 International Journal of Research in Marketing
 European Journal of Marketing
 Journal of Consumer Psychology
 Journal of International Marketing
 Journal of Services Marketing
 Journal of Marketing
 Journal of Consumer Marketing
 International Journal of Retail and Distribution Management
 Journal of Product and Brand Management
Key websites
Chartered Institute of Marketing (CIM)
http://www.cim.co.uk
Marketing stable of magazines
http://www.haynet.co.uk

Professional Magazine
The Marketer
Marketing Week
Marketing
PR
Campaign
Admap

Marketing Research Reports

Keynote
Mintel Marketing Intelligence
Euromonitor

Newspapers & Magazines (Marketing pages)

The Times
Financial Times
The Guardian
Independent
Wall Street Journal Europe
European Business
Economist
 MN7182

Sample Weekly Schedule

Weekly Programme Lecture/Workshop Topics*

Wee Workshop Topic

k
1 Introduction to the Module & the Concept of Marketing
2 Marketing strategy-planning
3 Consumer Behaviour and Research
- Distribution of Assignment 1 -
4 Product, services and brand research
5 Globalisation & internationalisation
6 Segmentation, Targeting, and Positioning (STP)
7 Marketing Communications: Advertising and PR
- Support for Assignment 1 -
8 Implementation of marketing strategy
Feedback on Assignment 1
9 On-line and social media & marketing
10 Selling
11 Intro to Operations Management and Product/service design
Christmas holidays
Christmas holidays
Christmas holidays
12 Logistics management
Support for Assignment 2 - 10 minute seminar per student on work
13 Submission of individual student report
14 Feedback
15
(PLEASE NOTE THE ABOVE LECTURE TOPICS MAY VARY)
*Exact date of delivery for each location would be given by respective branch coordinators
Assessment Description

There are two assessments as follows: 

The first assessment requires you, as a pair of two individuals, to investigate a business
proposition relating to a company of any size and demonstrate your marketing knowledge to
understand and critically assess the adequacy of the service or product offered. 

The second assessment is a report, which focuses on assessing a successful or failing company
from the perspective of a marketing philosophy, communication and operational strategies. This
evaluation should make use of both secondary as well as primary data. If you decide to continue
with the topic selected for assignment 1, there is a need to specify the outcome of your analysis
and seek primary feedback about the veracity of the results or not. The data gathering should
consider all 3 dimensions of the module (marketing, communication and operations).

Submission deadlines
IMORTANT NOTE: You are required to submit your coursework via ESOFT Metro
Campus Learning Management System (ICMS) on or before following dates given
(Unless otherwise stated, the deadline would be 12.00 midnight on the given day)

Assignment 1 Group presentation Assignment 2

(30%) Individual Investigative Report (70%)

* Any slight change to above deadlines depending on the location would be communicated to by the branch coordinator
MN7182

Assessment 1: Paired Presentation (20-25 minutes) 30%

Submission in class – week 7- presentation in class and submission of supporting

documentation:

Aim: A critical assessment of a business proposition (new or existing product) linked to theory,
practice and outcomes.

You should select a current debate about a product or service of a particular company,
perhaps with a lot of loyal customers and refer to academic marketing theory to evaluate
it.

e.g. You may select a product or service that may be controversial in the light of current
economic and social needs. You may refer to a framework that evaluate both marketing
and the social significance of the product. For example, consider the conflicting
messages for running a chocolate business that aims to maximise profitability yet
demonstrates social responsibility (linked to obesity and sugar related problems).

 Working in groups, students are required to investigate a product or service that may have
been the subject of social debates
 This critical evaluation, where possible, should be based on your experiential learning e.g.
based on past or current work experience.
 Demonstrate your understanding of marketing concepts, theories and tools and their
applications.
 Critically evaluate issues of best practice
 Why is it important to the organisation?
 Critically examine the multiple demands/stakeholders on an organisation (and the relevant
industry in general) and the challenge of balancing them
 Consider how the selected business and associated industry are organised and whether
there may be strategic and/or tactical dimensions that may need considering perhaps
based on rational or empirical justifications.
 Is there a mismatch between theory and practice? Is this justifiable?
 What factors are worth reviewing to look for opportunity to improve value to stakeholders
and improve the business proposition.
 Are there lessons and advice that the business should head based on your study?
 Develop arguments based on both rational, theoretical and empirical justifications. This
means
 Harvard referencing & professional presentation

 The presentation should be supported appropriately by (1) the submission of a paper based
reference list /bibliography to postgraduate standard, (2) A diagrammatic conceptualisation
of the steps of the presentation, with key options reflected at each stage and 3) any audio-
visual support (e.g. powerpoint)

Successful completion of this assessment must demonstrate the achievement of the following
learning outcomes

1. Critically appreciate and use Marketing Research tools for researching business
opportunities (secondary research but may attempt some primary e.g. by ringing
company). This will provide the student with the necessary background information about
performance of the selected organisation and the level of application of marketing theory.
2. Critically appreciate and use Marketing Strategy models in a global context. Although
this outcome would particularly apply to global companies. All businesses should be
evaluated from a local as well as a global perspective with a view of further expansion.

3. Critically appreciate and use Marketing Communications (covered dimensions such as

brand etc) to reach and influence target audiences. This dimension should be evaluated in
the light of both content and means of communication. It is expected that the student
refers to some examples of marketing communications. Hence initiative is encouraged.

MN7182 ASSESSMENT 1 GROUP PRESENTATION LIST 2018/19

Date: Week 7

Topic:
Location: Assessor(s): Time:
Team Name:
Members’ Names:
1)
2)
3)
4)

Topic:
Location: Assessor(s): Time:
Team Name:
Members’ Names:
1)
2)
3)
4)

Topic:
Location: Assessor(s): Time:
Team Name:
Members’ Names:
1)
2)
3)
4)

Topic:
Location: Assessor(s): Time:
Team Name:
Members’ Names:
1)
2)
3)
4)
MN7182

Guildhall School of Business and Law

Student Self-Assessment and Feedback / Feedforward Cover-Sheet
Assessment 1: Group Presentation
Part 1: Student details

Student Number (s): Submission Deadline: Module

Week 7 Assessment
Contribution:
30%

Student name:

Module Code and Module Title: Module Leader:

MN7182
Marketing, marketing communications and
operations
Assignment Title: Module Tutor:
Group Presentation

The assignment addresses the following learning outcome/s (with clarifications) of the module:

1. Critically appreciate and use Marketing Research tools for researching business opportunities. This will
provide the student with the necessary background information about performance of the selected
organisation and the level of application of marketing theory.

2. Critically appreciate and use Marketing Strategy models in a global context. Although this outcome
would particularly apply to global companies. All businesses should be evaluated from a local as well as a
global perspective with a view of further expansion.

3. Critically appreciate and use Marketing Communications to reach and influence target audiences. This
dimension should be evaluated in the light of both content and means of communication.

You will be marked, graded and assessed according to the following PG criteria:
 Class Mark Characteristics
%
Excellent in every way. Knowledgeable, incisively analytical, conceptually sound,
widely-researched and well-structured. Displays a critical and sophisticated
Distinction 70 +
understanding of ideas, debates, methodologies and principles. Comprehensively
cited and referenced. A degree of flair apparent in the work.
Very good, well-researched, solid. Addresses question. Sensibly structured and
60 - well presented. Evidence of analysis, reasoning and evaluation. May have some
Merit
69 errors in emphasis but not in fact, and may be limited in terms of supporting material
and breadth of coverage. Appropriately cited and referenced.
Average to good. Reasonable bibliography. Signs of effort, though more
50 - descriptive than analytical. May have some errors but balanced by sound work.
Pass
59 May not fully address the question with deficiencies in knowledge and
understanding or directness and organisation.
Fail. Descriptive narrative. May be partly irrelevant. Indiscriminate. Lacks
structure. Could be more direct and explicit. Little independent research evident.
40 -
Fail Short bibliography.
49
May be confused or irrelevant. Heavily based on lecture notes, but a minimum of
understanding to justify a pass. Answers by inference.
Poor. Does not answer question directly. Little evidence of independent reading or
lecture notes. Major errors or too brief. Unstructured.
Fail 0 - 39
Very poor indeed. Fails in every respect to answer the question effectively. No
evidence of learning, reading or knowledge. Largely irrelevant. Very brief.
2. Student self-assessment

2.1 Checking and proof reading

Proof reading:
4 3 2 1 0
please circle number of times

Spelling (inc. spell-checking) Y/N

Checking: Punctuation (inc. correct use of apostrophes) Y/N
Paragraphs (NB: one sentence is not a paragraph) Y/N
Please indicate that you have checked the
following in line with the assignment brief: Illustrations (pay attention to referencing and titling) Y/N
Citations and References (do they correspond?) Y/N
Presentation (inc. spacing and visual appeal) Y/N

2.2 Quality of submission

Please assess the following two aspects of EXCELLENT GOOD ADEQUATE POOR INADEQUATE
your work as:
DISTINCTION MERIT PASS FAIL

70+ 60+ 50+ < 50 BELOW 40

Quality of academic argument:

Introduction/Conclusion (effectiveness)

Arguments (structuring and coherence)

Evidence (supporting argument, referencing)

Application of Theory (relevance)

Focus (addressing task set)

Signposting (use of vocabulary)

Criticality (quality of academic writing)

MN7182

Quality of presented work:

Titles and Subtitles (check appropriateness)

English (spelling, grammar, punctuation)

Figures, Tables, Plates and Equations

(appropriateness and quality)
Paragraphing & Layout (presentation)

Citations (accuracy)

References (accuracy)

Distinction Merit Pass Inadequate

What grade do you think the work is 70+ 60+ 50+ <40
Fail <50
worth?

Name/Number Signature Date

Part 3: Feedback sheet

MN7182
Marketing Communications and operations
Assessment 1: Paired presentation 30%
Academic Year 2020-2021

Student Name (s) : First Marker:

Student ID: Second Marker:

Title of presentation:

Assessment criteria Level of achievement

5.Distinctio 4. Merit 3. Pass 2. Refer Inadequate

n
60-69% 50- 40-49% Below 40
+ 70 58%

1. 1.Critically appreciate and use

Marketing Research tools for
researching business opportunities
(secondary research but may attempt
some primary e.g. by ringing
company). This will provide the
student with the necessary
background information about
performance of the selected
organisation and the level of
application of marketing theory.

Weighting 33%
Notes from marker:

2. Criticallyappreciate and use

Marketing Strategy models in a global
context. Although this outcome would
particularly apply to global companies.
All businesses should be evaluated
from a local as well as a global
perspective with a view of further
expansion.
Weighting 33%

Notes from marker:

3. Critically appreciate and use

Marketing Communications (covered
dimensions such as brand etc) to
reach and influence target audiences.
This dimension should be evaluated in
the light of both content and means of
communication. It is expected that the
student refers to some examples of
marketing communications. Hence
initiative is encouraged.
Weighting 33%

Notes from marker:

Areas to concentrate on next time

Content Abstract Introductio Focus Discussion Argument

n
Example Detail Work-related Reflection Work-
s related

English Spelling Grammar Punctuation Paragraphs/sentence Vocabulary

s
Layout Contents Titles Subtitles Spacing Word
processing
Illustratio Figures Tables Plates Equations Calculation
n s

HarvRef Citations Listing Range/Dept

h

Marker’s final comments

2nd marker comments

Agreed Mark
MN7182

Signatures Date

Marking Scheme
Individual Essay 70+ 60-69 50-59 40-49 below 40
Background Extensive critical As 70+ but level As 60+ but As 50+ but there At 40+
awareness of learning of understanding understanding of is limited Key marketing
style and additional of key marketing key marketing and understanding of and
An academic areas demonstrated and operational operational key marketing and operational
discussion of Key theory identified academic academic concepts operational academic
marketing and concepts may not generally lack depth academic concepts are
operational be so thoroughly of information and concepts, or not really
requirements in Demonstrate a high applied or the discussion is models, poorly understood
a chosen level understanding of discussion of rather superficial. applied. There and concepts,
context key marketing and findings may lack There may be a may be very or models,
Demonstrate an operational academic depth (does not sense that one or limited discussion poorly applied.
understanding concepts and provide go far beyond perhaps two of findings There may be
of key marketing a detailed, critical reiterating what is theories/ models are very limited
and operational review of relevant in a general not well understood. discussion of
academic academic area background findings.
concepts chosen and use to introduction
applied to justify/ enhance There may be
practice answers a strong sense
that the
student has
not read the
Demonstrate a brief carefully
critical enough or has
awareness of missed some
own self- key aspect of
reflection within it.
organisation
Scholarship: Good evidence of As 70+ but one of As 60+ but with less As 50+ but with As 40+ but
evidence of wide wide academic the sources might evidence of wide limited evidence may have only
academic reading reading (at least 8 be an internet academic reading. of academic internet
different academic source or a There is at least one reading. A small references or
sources). Citations different version good academic number of no references
are relevant and of the same book. source e.g. the core references or an at all.
integrated well with Citations might text book over-reliance on
the leadership issue not be as well internet / non
i.e. not just citing integrated e.g. a academic sources
things without quote but with no for theory e.g.
connecting it to their real discussion of Wikipedia or
discussion its relevance to businessballs.com
the issue .

A record and Excellent evaluation As 70+ but As 60+ but with less As 50+ but with As 40+ but
critical of critical incident slightly less evidence of how limited evidence with very poor
discussion of and self-reflection – evidence of how theory can be used of the application information on
theory applied to Also considers how theory can inform to inform practice. of theory to how theory
practice theory can inform practice. Generally lacking practice can inform
Revisions made practice. Evidence of Evidence and depth of information, practice.
as a result of an integrative citations may not discussion, and Not really
formative approach of theory be as well application – informed by performance –
feedforward to practice integrated. somewhat theory not informed
superficial. Some by theory
solutions – limited
practical application

Practical A number of relevant

application , practical solutions
to improve
Using the theory organisational
demonstrates performance
evidence of -informed by theory
evaluating and As 60+ but with less As 50+ but with Limited self-
improving As 70+ but evidence of how limited evidence reflection
organisational Excellent self slightly less theory can be used of the application
performance and reflection including evidence of to inform practice. of theory to
development detailed action plan detailed self- practice
evaluation
Self-reflection
Presentation Excellent standard of As 70+ but there As 60+ but the As 50+ but the As 40+ but the
presentation. may be one or writing style or writing style or writing style
Report/ Logical, articulate two minor presentation is weak presentation is and
Presentation: and scholarly writing referencing errors in places. There weak. There may presentation is
follows style. Clearly or some minor may be a number of be a lot of poor and does
recommended conforms to the spelling, referencing errors referencing errors. not follow the
structure. recommended presentation or recommended
Logical and structure. Good use grammatical structure.
persuasive of Harvard errors Harvard
writing style. Well referencing referencing is
presented with throughout. poor.
good grammar
and spelling.
Harvard
referencing style
throughout.
Submitted on
time.
MN7182

Assessment 2 (70%): Individual Investigative Report

3,500 - 4,000 words

Formative submission: All students must present a 10 minute seminar on their work
in week 12

Final Submission – week 13

This assessment requires students to consider the role and practice of the marketing concept in a
company of their choice.

The report should demonstrate a critical evaluation of marketing and the relevance of its best
practice to the way the organisation functions.

This evaluation should make use of both secondary as well as primary data. If you decide to
continue with the topic selected for assignment 1, there is a need to specify the outcome of your
earlier analysis and seek primary feedback about the veracity of the results or not. The data
gathering should consider all 3 dimensions of the module (marketing, communication and
operations). Hence it is important that the selected organisation should offer information linked to
these three dimensions.

The student will need to evaluate the selected company from a marketing perspective and highlight
the level of success or failure in implementing a marketing approach to the whole business. The
approach will need to be both top down (working from corporate aims and translating them in terms
of marketing strategy and implementation) and bottom up in terms of continuously benefiting from
field information.

The student needs to adopt a marketing planning perspective that capitalises on the resources
available to the company to maximise the chances of its success. These need to take into account
macro, micro and tactical dimensions.

The report should demonstrate the benefits that the student has derived from this study and how
they may help him develop into a more savvy marketer and business manager among others.

The report should make use of theories associated with general marketing, marketing
communications and operations with a view of linking these dimensions in an integrated and clear
conceptualisation that informs the application steps.

The report should demonstrate the following dimensions:

 The identification of a clear plan, with associated steps on how the challenge will be
addressed.
 A clear background analysis of the business and its environment (micro and macro)
 A systematic yet critical exposition of the marketing, communication and operational
dimensions that may inform the selected business.
 A clear exposition of positive and negative dimensions of the business derived from the
analysis
 A systematic analysis of the options available to the business in terms of way forward.
 A recommendation to the business backed up by both secondary and some primary
information. The primary information may be in the form of an investigation of a selected
stakeholder group such as a selected group that the company failed to attract etc
 Provide recommendations to the business of how they could use theory e.g. model/
approach/ theories to improve their business
  Towards the end of the report, you should determine how the study may have had an effect
at personal and career level. At personal level, you may identify personal attitudes such as
making unwarranted assumptions. At the career level, you may identify new skills or
knowledge (such as the steps of developing your business ideas including adopting a more
action research perspective) that may help you be more effective in the future particularly at
professional level. About 500 words should be dedicated to this dimension.

 You should identify your current skill set and demonstrate how your learning on the module
has enhanced your own personal learning - your report should include a 500 words
summary of your learning

 Support this report with appropriate theoretical referencing and evidence of wider
investigation and research.

The academic report must include substantial evidence of theoretical underpinning and research
as well as a clear application to practice and correct Harvard referencing. The report submission
deadline is 3pm via weblearn/ online submission.

Reassessment Information
It is very important to submit assignments on or before the due date. If you fail to achieve a pass in
the two assignments then students will have to repeat one or both of the assignments. University
Regulations allows one more attempt at each assignment through the reassessment process.
However, the reassessment mark is capped at 50%. If it is failed on this second attempt, the
student will have failed the module and have to repeat it. This means that the student will need to
re-enrol and pay the appropriate fee.
 MN7182

Guildhall School of Business and Law

Student Self-Assessment and Feedback / Feedforward Cover-Sheet
Assessment 2: Individual Investigative Report

Part 1.0 Student/module details

Student Number: Submission Deadline: Module

Week 13 Assessment
Contribution:
70%

Student name:

Module Code and Module Title: Module Leader:

MN7182
Marketing, marketing communications and
operations
Assessment Title: Module Tutor:
Individual Investigative Report – 3,500-4,000 words

The assignment addresses the following learning outcome/s of the module:

1. Critically appreciate and use Marketing Research tools for researching business opportunities. This will provide
the student with the necessary background information about performance of the selected organisation and the
level of application of marketing theory.
2. Critically appreciate and use Marketing Strategy models in a global context. Although this outcome would
particularly apply to global companies. All businesses should be evaluated from a local as well as a global
perspective with a view of further expansion.
3. Critically appreciate and use Marketing Communications to reach and influence target audiences. This dimension
should be evaluated in the light of both content and means of communication.
4. Critical appreciation and use of Operations Management to design and develop products/services that meet
market requirements

You will be marked, graded and assessed according to the following PG criteria:
Class Mark Characteristics
%
Excellent in every way. Knowledgeable, incisively analytical, conceptually sound,
widely-researched and well-structured. Displays a critical and sophisticated understanding
Distinction 70 +
of ideas, debates, methodologies and principles. Comprehensively cited and referenced.
A degree of flair apparent in the work.
Very good, well-researched, solid. Addresses question. Sensibly structured and well
presented. Evidence of analysis, reasoning and evaluation. May have some errors in
Merit 60 - 69
emphasis but not in fact, and may be limited in terms of supporting material and breadth of
coverage. Appropriately cited and referenced.
Average to good. Reasonable bibliography. Signs of effort, though more descriptive than
Pass 50 - 59 analytical. May have some errors but balanced by sound work. May not fully address the
question with deficiencies in knowledge and understanding or directness and organisation.
Fail. Descriptive narrative. May be partly irrelevant. Indiscriminate. Lacks structure.
Could be more direct and explicit. Little independent research evident. Short
Fail 40 - 49 bibliography.
May be confused or irrelevant. Heavily based on lecture notes, but a minimum of
understanding to justify a pass. Answers by inference.
Poor. Does not answer question directly. Little evidence of independent reading or
lecture notes. Major errors or too brief. Unstructured.
Fail 0 - 39
Very poor indeed. Fails in every respect to answer the question effectively. No evidence
of learning, reading or knowledge. Largely irrelevant. Very brief.
 Part 2. Student self-assessment
2.1 Checking and proof reading

Proof reading:
4 3 2 1 0
please circle number of times

Spelling (inc. spell-checking) Y/N

Checking: Punctuation (inc. correct use of apostrophes) Y/N

Please indicate that you have checked the Paragraphs (NB: one sentence is not a paragraph) Y/N
following in line with the assignment brief: Illustrations (pay attention to referencing and titling) Y/N
Citations and References (do they correspond?) Y/N
Presentation (inc. spacing and visual appeal) Y/N
2.2 Quality of submission

Please assess the following two aspects of EXCELLENT GOOD ADEQUATE POOR INADEQUATE
your work as:
FAIL
70+ 60+ 50+
< 50 BELOW 40

Quality of academic argument:

Introduction/Conclusion (effectiveness)
Arguments (structuring and coherence)

Evidence (supporting argument, referencing)

Application of Theory (relevance)

Focus (addressing task set)

Signposting (use of vocabulary)

Criticality (quality of academic writing)

Quality of presented work:

Titles and Subtitles (check appropriateness)
English (spelling, grammar, punctuation)

Figures, Tables, Plates and Equations

(appropriateness and quality)
Paragraphing & Layout (presentation)

Citations (accuracy)

References (accuracy)

Inadequate
What grade do you think the work is Distinction Merit Pass <40
Fail <50
worth? 70+ 60+ 50+

Name/Number Signature Date

 MN7182

Part 03: Student Feedback Form

MN7182 Leadership and Strategic Management

Individual Investigative Report (70%)
Academic Year 2019-20

Student Name: First Marker:

Student ID: Second Marker:

Title of report:

Assessment criteria Level of achievement

5.Distinction 4. 3. Pass 2. Refer Inadequate

Merit
+ 70 50-58% 40-49% Below 40
60-
69%

 Critically appreciate and use Marketing

Research tools for researching business
opportunities. This will provide the student with
the necessary background information about
performance of the selected organisation and
the level of application of marketing theory.

Weighting 20%

Notes from marker :

 Critically appreciate and use Marketing Strategy

models in a global context. Although this
outcome would particularly apply to global
companies. All businesses should be evaluated
from a local as well as a global perspective with
a view of further expansion.

Weighting 20%

Notes from marker:

 Critically appreciate and use Marketing

Communications to reach and influence target
audiences. This dimension should be evaluated
in the light of both content and means of
communication.

Weighting 20%

Notes from marker:

 Critical appreciation and use of Operations

Management to design and develop
products/services that meet market
requirements

Weighting 20%
Notes from marker:

 Consideration of personal and professional

learning
• Professional report presentation/Harvard
Referencing
Weighting 20%

Notes from marker:

Areas to concentrate on next time

Content Abstract Introduction Focus Discussion Argument

Examples Detail Work-related Reflection Work-

related
English Spelling Grammar Punctuation Paragraphs/sentences Vocabulary

Layout Contents Titles Subtitles Spacing Word

processing
Illustration Figures Tables Plates Equations Calculations

HarvRef Citations Listing Range/Depth

Marker’s final comments

2nd marker comments

Agreed Mark

Signatures: Date

Marking Scheme
Individual Essay 70+ 60-69 50-59 40-49 below 40
Background Extensive critical As 70+ but level As 60+ but As 50+ but there At 40+
awareness of learning of understanding understanding of is limited Key marketing
style and additional of key marketing key marketing and understanding of and
An academic areas demonstrated and operational operational key marketing and operational
discussion of Key theory identified academic academic concepts operational academic
marketing and concepts may not generally lack depth academic concepts are
operational be so thoroughly of information and concepts, or not really
requirements in Demonstrate a high applied or the discussion is models, poorly understood
a chosen level understanding of discussion of rather superficial. applied. There and concepts,
context key marketing and findings may lack There may be a may be very or models,
Demonstrate an operational academic depth (does not sense that one or limited discussion poorly applied.
MN7182

understanding concepts and provide go far beyond perhaps two of findings There may be
of key marketing a detailed, critical reiterating what is theories/ models are very limited
and operational review of relevant in a general not well understood. discussion of
academic academic area background findings.
concepts chosen and use to introduction
applied to justify/ enhance There may be
practice answers a strong sense
that the
student has
not read the
Demonstrate a brief carefully
critical enough or has
awareness of missed some
own self- key aspect of
reflection within it.
organisation
Scholarship: Good evidence of As 70+ but one of As 60+ but with less As 50+ but with As 40+ but
evidence of wide wide academic the sources might evidence of wide limited evidence may have only
academic reading reading (at least 8 be an internet academic reading. of academic internet
different academic source or a There is at least one reading. A small references or
sources). Citations different version good academic number of no references
are relevant and of the same book. source e.g. the core references or an at all.
integrated well with Citations might text book over-reliance on
the leadership issue not be as well internet / non
i.e. not just citing integrated e.g. a academic sources
things without quote but with no for theory e.g.
connecting it to their real discussion of Wikipedia or
discussion its relevance to businessballs.com
the issue .

A record and Excellent evaluation As 70+ but As 60+ but with less As 50+ but with As 40+ but
critical of critical incident slightly less evidence of how limited evidence with very poor
discussion of and self-reflection – evidence of how theory can be used of the application information on
theory applied to Also considers how theory can inform to inform practice. of theory to how theory
practice theory can inform practice. Generally lacking practice can inform
Revisions made practice. Evidence of Evidence and depth of information, practice.
as a result of an integrative citations may not discussion, and Not really
formative approach of theory be as well application – informed by performance –
feedforward to practice integrated. somewhat theory not informed
superficial. Some by theory
solutions – limited
practical application

Practical A number of relevant

application , practical solutions
to improve
Using the theory organisational
demonstrates performance
evidence of -informed by theory
evaluating and As 60+ but with less As 50+ but with Limited self-
improving As 70+ but evidence of how limited evidence reflection
organisational Excellent self slightly less theory can be used of the application
performance and reflection including evidence of to inform practice. of theory to
development detailed action plan detailed self- practice
evaluation
Self-reflection
Presentation Excellent standard of As 70+ but there As 60+ but the As 50+ but the As 40+ but the
presentation. may be one or writing style or writing style or writing style
Report/ Logical, articulate two minor presentation is weak presentation is and
Presentation: and scholarly writing referencing errors in places. There weak. There may presentation is
follows style. Clearly or some minor may be a number of be a lot of poor and does
recommended conforms to the spelling, referencing errors referencing errors. not follow the
structure. recommended presentation or recommended
Logical and structure. Good use grammatical structure.
persuasive of Harvard errors Harvard
writing style. Well referencing referencing is
presented with throughout. poor.
good grammar
and spelling.
Harvard
referencing style
throughout.
Submitted on
time.

PERCENTAGE CRITERIA
DISTINCTION
90-100%
 As below, with highly sophisticated level of theorisation and
(exceptional)
innovative conceptualisation or methodology
80-89%
 As below, with greater insight/originality and wider/deeper
(superior)
engagement with the literature
75-79%  Authoritative grasp of conceptual context
(confident)  Insight or originality in way topic is conceptualised or
developed
 Comprehensive integration of relevant literature/debates
 Advanced scholarly style (of publishable quality)
70-74%  Strong grasp of conceptual context
(solid)  Insight in way topic is conceptualised or developed
 Good integration of relevant literature/debates
 Scholarly style (publishable with minor revisions)
MERIT
65-69%  Good conceptual understanding
(very good)  Critical analysis using an appropriate range of sources
 Clarity and precision in presenting arguments
60-64%
(competent) As above, with less depth and criticality

PASS
55-59%
(promising) As below, plus stronger on analysis

50-54%  Basic grasp of essential concepts/theory/sources

(passable)  Some analysis/interpretation
 Reasonably clear and orderly presentation
FAIL
45-49%  Largely descriptive
(borderline fail)  Limited interpretation
 Limited range of sources
 Lack of coherence and clarity
40-44%
(near borderline) As above, with greater lack of interpretation
MN7182

30-39%
Descriptive, unfocused work, lacking in interpretative or
(poor)
conceptual dimension and use of sources
0-29%
(inadequate) Incomplete or very poorly attempted work
LMBS Academic/Professional Integrity
September 2010

Introduction
As a member of the University’s academic community you are required to act professionally and honestly
regarding the work you submit for assessment, it must be your own and appropriately referenced.

To this end:
 You must ensure that you are aware of referencing conventions.
 You must use the Harvard system of referencing.
 All assignments require you to submit a list of sources by way of a bibliography or reference list.

Follow these links for guidance on specific types of materials:

Books http://intralibrary.rlo-
cetl.ac.uk:8080/intralibrary/open_virtual_file_path/i1967n5604t/index.html
Journals http://intralibrary.rlo-
cetl.ac.uk:8080/intralibrary/open_virtual_file_path/i562n6162t/index.html
Websites http://intralibrary.rlo-
cetl.ac.uk:8080/intralibrary/open_virtual_file_path/i1405n10233t/referencing_we
bsites_rlo.html

In addition, go to http://www.zotero.org/ where you can download the Zotero software package for free. This
package can help you compile a list of sources/references.

Failure to act professionally and honestly

If you fail to cite references incorrectly, you may be accused of plagiarism, defined as:

‘copying from another source, published or unpublished (including the work of a fellow student) and
fail to acknowledge the influence of another's work or to attribute quotes to the author. This is
stealing someone else’s work and is plagiarism. You are effectively taking the credit for their work.’

To this end, the university requires you to sign your coursework cover sheet confirming that it is your own
work. Plagiarism is identified by the university as an assessment offence.

Various forms of plagiarism exist, for example collusion, which is also an assessment offence and is defined
as:
‘unless with official approval (e.g. in the case of group projects), two or more students consciously
collaborate in the preparation and production of work which is ultimately submitted by each in an
identical, or substantially similar, form and/or is represented by each to be the product of his or her
individual efforts. Collusion also occurs where there is unauthorised co-operation between a student
and another person in the preparation and production of work which is presented as the student’s
own.’ (Liverpool University, 2009).

EXAMPLES OF PLAGIARISM COMMENTS

Copying sentences without quotation This is stealing someone else’s work and is
marks or referencing plagiarism. You are effectively taking the credit
for their work

Presenting someone else's work/ideas This is stealing and is plagiarism

without referencing
Copying footnotes and inserting them in This is stealing and is plagiarism
your work as your own footnotes
Copying diagrams, statistics, graphs You must cite your source or this will be
plagiarism as you are giving the impression that
you compiled the data
Rewriting a few words in This is still a form of plagiarism as you are using
sentences/paragraphs taken from someone else’s words without full and proper
another source which is referenced but acknowledgement
not in quotation marks
Listing sources in the bibliography but no This is poor professional practice and also
references in the assignment itself is not identified as plagiarism
sufficient.
MN7182

Avoiding plagiarism
 Use good note taking techniques when planning preparing your assignment. Do not copy out huge
chunks of material without proper referencing at the time as you are likely to get confused about the
source when you are writing up your final assignment
 Be confident. Do not be afraid to paraphrase other people’s ideas and acknowledge this, do not
convince yourself that their words are better than yours
 Use your tutor and ask for guidance
 When producing individual assignments you may share resources with your peers but you must
ensure that you write this up on your own
 Do not provide other students with a copy of your assignments

Go to: http://learning.londonmet.ac.uk/TLTC/learnhigher/Plagiarism/intro/intro.html

Good academic writing

Good academic writing is not about copying others’ works or incorporating lots of quotes, as too many direct
quotes is poor style which is likely to be penalised.

Good writing is about referring to the work of others by paraphrasing their ideas and acknowledging this in
the body of the work e.g. “Duddington (2009) argues that……”. In turn, it provides academic credibility for
your work and demonstrates that you have carried out reading around the topic. In addition, students who
achieve high marks are able to engage in critical thinking. To this end, you are expected to be critical of the
sources that you use i.e. you are expected to question what you read and not just agree with it just because
it has been published either in a text book, journal or on a web page. Being critical is about identifying
problems with an author's arguments or approach, and/or being able to identify another author's criticisms of
these.

As a guide to assist you in your academic writing go to:

http://www.phrasebank.manchester.ac.uk/

When using the internet consider the source/credibility of the material you are accessing. A useful tool to
assist you is the internet detective which helps you identify the ‘good, bad and the ugly’ for your online
research!
http://www.vts.intute.ac.uk/detective/

Warning
Through their experience, teaching staff can usually detect plagiarism. However, in the past identifying its
source has been problematic. It is worth noting, that staff now have access to sophisticated software, which
assists in its detection. Where students are suspected of plagiarism they may be asked to submit their
disk/USB for checking or be called for a viva.

Plagiarism as an assessment offence

Please refer to the link below for specific details on regulations governing academic misconduct:

http://www.londonmet.ac.uk/academic-regulations/

Such misconduct can result in you receiving zero, being suspended for a semester or even being excluded
from the University.