BCO 112 MARKETING MANAGEMENT FINAL Task brief & rubrics
Task: written summative assignment
This assessment is a written submission exam and will be released in week 8 of the course.
Students are required to answer the following questions using examples to illustrate their point.
1) What is the Communication Mix? And the Integrated Marketing Communication?
2) Describe with an example a effective brand-building events and experiences
3) Describe a Direct Marketing program for a Company. Do you think is it going to represent a competitive advantage?
4) What is product life management? How do it affect the product strategy?
5) Describe the 7 steps of the NPD model. What type of research you will recommend for each step?
The assignment should be in word document format and must be uploaded to a Turnitin folder created on the course Moodle platform.
Formalities:
o Word: Word count: 1000-1500 words.
o Cover, Table of Contents, References and Appendix are excluded of the total word count.
o Font: Arial, size 12
o Text alignment: Justified
o The in-text References and the Bibliography have to be in Harvard’s citation style.
Submission: Week (8) – Via Moodle (Turnitin). Submission deadline Sunday 18 th
July 2021 at 23:59 CEST
Weight: This task is a 60% of your total grade for this subject.
It assesses the following learning outcomes:
Outcome 1: Understanding macro and micro economic analysis
Outcome 2: Understanding the market trends and the competitors.
Outcome 3: Understanding customer needs and value proposition match
Outcome 4: Understanding the competitive advantage
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge & Understanding
(15%)
Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.
Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
Student understands the task and provides minimum theory and/or some use of vocabulary.
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Application (30%) Student applies fully relevant knowledge from the topics delivered in class. Value proposition, competitive advantage, positioning, segmentation
Student applies mostly relevant knowledge from the topics delivered in class. Value proposition, competitive advantage, positioning, segmentation
Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Value proposition, competitive advantage, positioning, segmentation
Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Value proposition, competitive advantage, positioning, segmentation
Critical Thinking (35%)
Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.
Student critically assesses in good ways, drawing conclusions from relevant authors and references.
Student provides some insights but stays on the surface of the topic. References may not be relevant.
Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
