Assessment Brief: Portfolio LBUSI4206

Assessment Brief: Portfolio (Type 1) 202425

Assessment Details

Assessment Summary

This portfolio assessment consists of three Tasks, with each designed to engage students in order to provide a balance between a rigorous academic experience and industry-focused skills.

There is also a summative assessment, the Integrative Piece (IP), that will evaluate your cumulative knowledge and understanding of contemporary marketing principles. You will answer questions that demonstrate you have met the courses learning outcomes by referencing and reflecting on key learning moments. These key learning moments are: the three tasks you will complete during the semester, the feedback received on them, your experiences from class, and your experiences from your time in London.

To complete this portfolio assessment, you must, therefore, engage with all learning activities and opportunities offered throughout the course in an active and timely manner. In brief, you will need to complete the three Tasks outlined below according to their instructions to use them as evidence to support your Integrative Piece.

Please note that the use of generative AI in Introduction to Marketing is not permitted at any time, for any reason whatsoever. You can view the rationale for this decision at the end of this document.

The relationships between Tasks, the Integrative Piece, the Evidence, and the Portfolio can best be explained by the below grap

Firstly, each Task will be discussed. Then, the Evidence. Lastly, the Integrative Piece.

Task 1: The Museum of Brands (Written Assignment)

Deadline: Friday 14th February, 1pm UK time

Weighting: Evidence will be worth 10% of final Portfolio grade

Word Count: 750 words, +/- 10%

File format: doc, docx, pdf only. Other formats are not acceptable, and using them may result in a 0. For file conversion needs, we recommend https://tinywow.com/.

Planned feedback deadline: 14 days from deadline

Lateness and Extenuating Circumstances policy: students who submit more than 48 hours late will receive a bare minimum level of feedback. Exceptions will only be granted on a case by case basis at the discretion of the lecturer.

This Task is designed to complement the co-curricular trip to the Museum of Brands. Upon arrival at the Museum, you will be given a short briefing on the Museum and its history. You will then be invited to enter the Museum and explore its collection, while making notes on how to answer the questions. You are also strongly encouraged to take photographs as a memory aid.

After your visit, you will answer the following two questions:

1. Choose one brand that effectively makes use of societal marketing (i.e. sustainability or social responsibility). Identify all of the elements within the product design that communicate their values to Be detailed and specific in your answer.

1. As a museum curator, you're tasked with selecting a new product or brand to showcase in the 2020s Using a SWOT analysis, evaluate the internal strengths and weaknesses of the museum, as well as the external opportunities and threats in the market. How can these factors be leveraged to make the chosen product or brand appealing to a specific target segment of museum visitors?

Each question should be answered in continuous prose, using complete sentences and paragraphs. Please also use clear language befitting a professional business environment (i.e. avoiding contractions, slang, and similar).

Please note that external sourcing is NOT required for the Museum of Brands questions. This is about exploring your ideas and instincts as an emerging marketing professional. If you do wish to do so, please use APA-7 formatting guidelines.

For Task 1 you will be given an indicative mark out of 100:

This will be determined by the following:

• Depth of engagement with the Museum of Brands, as seen through the accurate use of specific information and details

• Accurate and appropriate use of course concepts

Along with the indicative grade, all Tasks will receive some qualitative feedback that covers two areas: areas where you performed well, and areas that need development. Please note that the indicative grade for this Task does not directly factor into your final grade. For further information on the relationship between Tasks on the overall Portfolio, please refer to the Rubric at the end of this document.

As an added incentive to do well, all students who score a 72 or higher can choose to have their Task sent to the Museum of Brands for real-world feedback from their Marketing Manager. Please note that any feedback received from the Museum will have no bearing on your in-class marks.

Task 2: NPD for Start-up Hub (Written Assignment; Slide Deck)

Deadline: Wednesday 5th March, 1pm UK time

Word Count: 500 words, +/- 10%

Weighting: Evidence will be worth 10% of final Portfolio grade

File format: pdf or pptx only. Other formats are not acceptable, and using them may result in a 0. For file conversion needs, we recommend https://tinywow.com/.

Planned feedback deadline: 14 days from deadline

Lateness and Extenuating Circumstances policy: students who submit more than 48 hours late will receive a bare minimum level of feedback. Exceptions will only be granted on a case by case basis at the discretion of the lecturer.

Youve just been hired as Chief Brand Officer (CBO) for the Northeastern University Start-up Hub. Youve been tasked with choosing one of the Hubs start-up companies (anything apart from Nix & Kix and DotDotFire is acceptable), proposing a new product or service for them to launch, and then create a comprehensive digital marketing strategy to promote and sell it. In other words, your goal is to create a plan that will effectively target the appropriate market segment and promote sales for the new product offering.

To do so, you will need to:

• Conduct thorough market research to identify the SPECIFIC and DETAILED target market, understand their needs and preferences, and assess the competitive

• Clearly define your marketing objectives, such as increasing brand awareness, generating leads, or improving sales.

• Develop a compelling value proposition that highlights the unique benefits and advantages of the new offering.

• Create a comprehensive digital marketing communication strategy, or pitch, that covers the 4Ps product, price, place, and

This Task will require you to:

• Make clear and specific recommendations to your client, with credible external sourcing to back them up. For information on what makes a source credible, please refer to this guide from Harvard.

• Use external resources for this Task. In your slides, please use footnotes so as not to visually clutter the Your last slide should be a list of your references/sources organised in APA-7 citation formatting. This is not a part of your word count.

For a guide on how to format footnotes in APA-7, please refer to this.

For Task 2 you will be given an indicative mark out of 100:

This will be determined by the following:

• Detailed and accurate understanding of the client

• Clear, sensible, and feasible recommendations for the client

• Appropriate and accurate use of external information

Along with the indicative grade, all Tasks will receive some qualitative feedback that covers two areas: areas where you performed well, and areas that need development. Please note that the indicative grade for this Task does not directly factor into your final grade. For further information on the relationship between Tasks on the overall Portfolio, please refer to the Rubric at the end of this document.

Task 3: Topic Analysis (Written Assignment)

Deadline: Friday 28th March, 1pm UK time Word Count: 1250 words, +/- 10%

Weighting: Evidence will be worth 10% of final Portfolio grade

File format: doc, docx, pdf only. Other formats are not acceptable, and using them may result in a 0. For file conversion needs, we recommend https://tinywow.com/.

Planned feedback deadline: 14 days from deadline

Lateness and Extenuating Circumstances policy: students who submit more than 48 hours late will receive a bare minimum level of feedback. Exceptions will only be granted on a case by case basis at the discretion of the lecturer.

This is an essay-style task. You will choose ONE from a list of 3 topics for an analytical report. Each one of these have been carefully selected to incorporate multiple areas of learning, and will have a short briefing followed by some associated questions (all of which must be answered).

Topic 1: Bud Light Boycott

In 2023, Bud Lights Vice President of Marketing, Alissa Heinerscheid, partnered with transgender influencer Dylan Mulvaney in a promotional campaign to reinvigorate the brand by appealing to a diverse and inclusive target audience. However, the partnership sparked controversy among conservative consumers, who objected to Mulvaney's involvement, leading to a sharp decline in Bud Light sales and significant negative publicity for the brand. Please answer the following questions:

1. Why did Bud Light face backlash and consumer boycott for the promotional campaign with Dylan Mulvaney?

1. If you were in charge of influencer marketing at Bud light, would you have partnered with Mulvaney? Justify your reasons.

1. What were the potential consequences for the company?

1. What should Bud Light have done to resolve this crisis or minimise the backlash? Please make specific marketing recommendations.

Topic 2: The Decline of Wheaties

Wheaties ready-to-eat cereal is one of the most iconic brands in America. In the mid- 2000s, they experienced a steady drop in sales volume, falling 31% from 2004 to 2008, while the cereal category as a whole had modest profits. The brand has experienced a decline in its lifecycle as consumers and the marketing environment evolved. Please answer the following questions:

1. Why have Wheaties been so successful in the past?

1. What challenges changed that success by the mid-2000s? Consider the shifts in the macroenvironment that have aided in Wheaties declining product

1. What can Wheaties do to reinvigorate the brand and increase market share? Please make specific marketing recommendations.

1. What marketing strategy or objective would you change/keep? Justify your

Topic 3: Vimto going Global

Vimto is a popular fruit-flavoured drink that originated in the United Kingdom, and gained commercial success when incorporated with the Ramadan season in the Middle East. Through a strategic partnership with Saudi Company Aujan Group Holding, Vimtos brand transformed from a simple cordial-based beverage to an iconic symbol of the Muslim Holy month, which is deeply embedded in the traditions and celebrations of an international market. Please answer the following questions.

1. Compare and contrast the target audience for Vimtos UK market versus the Gulf Region.

1. Using the strategies of standardisation and adaptation in international marketing, explain how Vimto has adapted its marketing communication strategy to fit the religious and cultural context of the Gulf region during Ramadan in comparison to its approach in the UK? Cite specific and relevant examples.

3. Choose another country, or market, where you think Vimto can successfully expand, and explain why?

You are required to use external resources for this Task. For information on what makes a source credible, please refer to this guide.

As this is an essay-style assignment, we expect you to use proper in-text citations as well as end-of-text citations. Please use APA-7 citation formatting. End-of-text citations are not a part of your word count.

For Task 3 you will be given an indicative mark out of 100:

This will be determined by the following:

• Depth and detail of knowledge outside the course

• Application of course knowledge to new contexts

Along with the indicative grade, all Tasks will receive some qualitative feedback that covers two areas: areas where you performed well, and areas that need development. Please note that the indicative grade for this Task does not directly factor into your final grade. For further information on the relationship between Tasks on the overall Portfolio, please refer to the Rubric at the end of this document.

Evidence to Support Integrative Piece (Written Assignment)

Deadline: Wednesday 26th April, 1pm UK time

Weighting: 30% of final Portfolio grade

Word Count: 1250 words, +/- 10%

File format: doc, docx, pdf, only. Other formats are not acceptable, and using them may result in a 0. For file conversion needs, we recommend https://tinywow.com/.

Planned feedback deadline: 28 days from deadline

This Evidence not only serves as proof you have completed the requisite tasks, but it also illustrates the reasoning and information used to support your points and construct critical arguments to address each question below.

It must include the original piece you submitted and the feedback you received on it. Failure to submit it or submitting a compilation that does not demonstrate active and timely engagement with the three tasks will significantly affect your ability to gain the knowledge required to achieve a good grade on the Integrative Piece.

Below are technical instructions:

• Go to the Canvas page for this On the left-hand menu, click on Grades.

• Where it says Task 1, click on the three

• Select Download

• Repeat for the other two

• Re-upload these files to the designated portal under

The Integrative Piece (Written Assignment)

Deadline: Wednesday 26th April, 1pm UK time

Word Count: 1250 words, +/- 10%

Weighting: 70% of final Portfolio grade

File format: doc, docx, pdf, only. Other formats are not acceptable, and using them may result in a 0. For file conversion needs, we recommend https://tinywow.com/.

Planned feedback deadline: 28 days from deadline

The Integrative Piece is a piece of fresh new writing in which you will demonstrate that you have met the learning outcomes by integrating and reflecting on different aspects of the learning journey that you have had throughout the course. We will be looking to see how you have reflected on your time in London, on the Tasks, and on how you have built on feedback received throughout the course to improve your performance.

We want to see you build on your achievements, making progress towards independent learning.

You will answer four questions in total, one from each category.

Category 1: Learning Outcome K1A: Discuss and apply fundamental marketing concepts, theories, principles and terminology in the global marketplace

• Question 1: Using a product discussed in class as an example, analyse its current stage in the product life cycle. How can the company effectively manage this stage to drive long-term customer equity and avoid marketing myopia or mitigate disintermediation?
  
  
  • OR
  
  
  

• Question 2: Pick a brand or product in London that you have personally enjoyed. Evaluate how their business structure aligns with their mission and values, and how this contributes to their success in terms of the 4 Ps (Product, Price, Place, Promotion).

Please make sure to reflect on what you have learned in class as well as on the Tasks and the feedback you have received on them.

Category 2: Learning Outcome K2A: Evaluate the role of marketing in business organisations and in the global marketplace.

• Question 1: Analyse a recent international marketing-related scandal or problem involving advertising to minors. Discuss the specific events, the impact on the company or organisation involved, and the broader implications for the global advertising industry and consumer protection. Your answer should consider the ethical implications of marketing practices, such as target marketing, product placement, and advertising to children.

• OR

• Question 2: Analyse a successful viral social media marketing campaign that worked in a foreign market. Discuss the specific strategies and tactics employed, the impact on the company or organisation's overall business, and the broader significance of the campaign in the global marketplace.

Please make sure to reflect on what you have learned in class as well as on the Tasks and the feedback you have received on them.

Category 3: Learning Outcome S2A: Assess the impacts of macro-environmental forces on business marketing and suggest suitable responses for a business or businesses.

• Question 1: Which macroforces influenced your decision to study in Northeastern University Consider the impact of economic conditions, political stability, cultural factors, technological advancements, and environmental concerns on your choice, and how it relates to Northeasterns Global Experience programme.

• OR

• Question 2: In class, we discussed demographics as a type of macroforce, and the increasing importance and value of target emerging markets (such as the Disability). Pick a brand that has successfully targeted an emerging market, and analyse the strategies and tactics the brand has employed to effectively reach and engage consumers in this What lessons can be learned from their success?

Please make sure to reflect on what you have learned in class as well as on the Tasks and the feedback you have received on them.

Category 4: Learning Outcome T1A: Communicate using a number of relevant tools and techniques relevant to the message and audience

• Question 1: How can businesses effectively use omnichannel marketing to reach and engage Generation Z consumers? Discuss the importance of providing a seamless and consistent customer experience across all channels, and provide real-world examples of omnichannel marketing campaigns targeted at Gen Z.
  
  
  • OR
  
  
  

• Question 2: Explain how social media transformed the way businesses communicate with their customers? Discuss the advantages and disadvantages of using social media as a communication tool, and provide examples of successful social media campaigns.

Please make sure to reflect on what you have learned in class as well as on the Tasks and the feedback you have received on them.

You are required to use external resources, and we expect you to use proper in-text citations as well as end-of-text citations. Please use APA-7 citation formatting. End- of-text citations are not a part of your word count.

A full Rubric for the Integrative Piece can be viewed at the end of this document. Look for Appendix A: Portfolio Rubric.

Submitting Assessments

Support information

Regular opportunities for peer review of Tasks will be made available throughout the semester during course session time. Students are also encouraged to make good use of their lecturers Office Hours.

For those of you who would like support with improving your academic English, please contact your Academic Advisor, who can help you find resources.

For University policy regarding review of summative assessments by instructors, please read Academic Quality Framework 7C (Feedback on Draft Summative Assessments).

Technical information:

You have three submission attempts, but only the last submission will be graded. If the last submission attempt is late, a late penalty will be given even if previous submissions were on time.

Please ensure that ALL files for your Evidence and Integrative Piece are submitted in a single upload attempt. Failure to include one or more files will result in a 0 being awarded for that missing part of the Portfolio.

Refer to the assessment details table in your assignment brief for acceptable file formats. Do NOT upload zip files; use the add files function to submit multiple files instead.

Please ensure that you tick the agreement box at the very bottom of your Canvas submission page (scroll down if you dont see it). This will enable you to select Submit Assessment. Please review the submitted file to ensure that everything is in order.

If you encounter any issues with submission, e-mail a copy of your assignment before the deadline to student.assessments@nulondon.ac.uk along with screenshots of the problem on Canvas, showing a timestamp.

To turn on notifications for submission confirmation emails in your Canvas settings: Account > Notifications > Turn on the bell for All submissions. In the app this is via Settings > Email Notifications > All submissions.

Marking

The University uses two categorical marking schemes one for undergraduate and one for postgraduate to mark all taught programmes leading to an award of the University.

More detailed information on the categorical marking scheme and the criteria can be found in the Course Syllabus, available on the Universitys VLE.

Summative grades that are not on the Categorical Marking Scheme will be rounded to the next mathematically closest number on the Scheme. For example, a 56 would be rounded down to a 55, and a 67 would be rounded up to a 68. No other matters will be considered.

Learning Outcomes

This assessment will enable students to demonstrate in full or in part the learning outcomes identified in the Course Descriptor.

On successful completion of this assessment, students should be able to:

Knowledge and Understanding

K1A: Discuss and apply fundamental marketing concepts, theories, principles and terminology in the global marketplace.

K2A: Evaluate the role of marketing in business organisations and in the global marketplace.

Subject-Specific Skills

S2A: Assess the impacts of macro-environmental forces on business marketing and suggest suitable responses for a business or businesses.

Transferable Skills

T1A: Communicate using a number of relevant tools and techniques relevant to the message and audience

T2A: Display a developing technical proficiency in written English and an ability to communicate clearly and accurately in structured and coherent pieces of writing.

Accessing Feedback (Integrative Piece and Evidence only)

Students can expect to receive feedback on all summative coursework within 28 calendar days of the submission deadline or, if applicable, the last oral assessment date, whichever later. The 28 calendar day deadline does not apply to work submitted late. Feedback can be accessed through the assessment link on the Canvas course page.

Late Submissions (Integrative Piece and Evidence only)

Please ensure that you submit your assignment well before the deadline to avoid any late penalties, as a submission made exactly on the deadline will be considered late. Please keep in mind that there may be differences between your computer's clock and the server time, which can cause discrepancies, and that Canvas may take some time to process your submission.

Your Canvas submission portal displays two due dates: one is the deadline for your assignment, and the second is the latest possible date by which your assignment can be submitted late. Please make sure you submit by the assessment deadline in order to avoid late penalties.

If assessments are submitted late without approved Extenuating Circumstances, there are penalties:

• For assessment elements submitted up to one day late, any passing mark will receive 10 marks deducted or a threshold pass (40% for undergraduate students, 50% for postgraduate students), whichever is higher. Any mark below 40% for undergraduate students and below 50% for postgraduate students will stand.

• Students who do not submit their assessment within one day of the deadline, and have no approved Extenuating Circumstances, are deemed not to have submitted and to have failed that assessment element. The mark recorded will be 0%.

• For individual assessment subelements, late submission will be treated as non-submission of the subelement.

For further information, please refer to AQF7 Part C in the Academic Handbook

Extenuating Circumstances (Integrative Piece and Evidence only)

The Universitys Extenuating Circumstances (ECs) procedure is in place if there are genuine circumstances that may prevent a student from submitting an assessment. If the EC application is successful, there will be no academic penalty for missing the published submission deadline.

Students are normally expected to apply for ECs in advance of the assessment deadline. Students may apply for consideration of ECs retrospectively if they can provide evidence that they could not have done so in advance of the deadline. All applications for ECs must be supported by independent evidence.

Students are reminded that the ECs procedure covers only short-term issues (within 21 days leading to the submission deadline) and that if they experience longer-term matters that impact on learning then they must contact Student Support and Development for advice.

Under the Extenuating Circumstances Policy, students may defer an assessed element on only one occasion and may request an extension on a maximum of two occasions.

For further information, please refer to the Extenuating Circumstances Policy in the Academic Handbook.

Academic Misconduct (all)

Any submission must be a students own work and, where facts or ideas have been used from other sources, these sources must be appropriately referenced. The University reserves the right to hold a viva if there are concerns about the authenticity of a student's or learners work. The Academic Misconduct Policy includes the definitions of all practices that will be deemed to constitute academic misconduct. This includes the use of artificial intelligence (AI) where not expressly permitted within the assessment brief, or in a manner other than specified. Students should check this policy before submitting their work. Students suspected of committing Academic Misconduct will face action under the Policy. Where students are found to have committed an offence they will be subject to sanction, which may include failing an assessment, failing a course or being dismissed from the University depending upon the severity of the offence committed. For further information, please refer to the Academic Misconduct Policy in the Academic Handbook.

Generative AI policy for Introduction to Marketing (all)

The use of any/all forms of generative AI at any time, for any reason, in Introduction To Marketing, is completely prohibited. This is for the following reasons:

• The use of generative AI presents a serious issue when it comes to your honesty as well as your intellectual development. You are relying on something else to do the work you should be doing.

• Much generative AI is based on the use of personal data and copyrighted materials, used without informed consent.1

• Generative AI produces false results commonly known as2

• Generative AI is known to have massive negative impacts on the environment in general3, as well as water consumption specifically4.

• OpenAI (the developers of ChatGPT) abuse their workers in the Global South by paying extremely low wages5 and exposing them to obscene/violent/illegal content, without providing adequate support afterwards6.

We also advise students to be very cautious when it comes to using products such as Grammarly, Quillbot, Canva, and other platforms, as many of them come with AI- based capabilities. Basic spelling and grammar checks are fine, anything that uses generative AI is not.

Our thanks to Dr Olivia Stowell of the University of Michigan for developing the original version of this policy.

Version History

Appendix A: Portfolio Rubric