Creating and Delivering Customer Value - BPG122A/J: Marking Guidelines Coursework Assessment:
Creating and Delivering Customer Value - BPG122A/J: Marking Guidelines Coursework Assessment:
Assessment Part 1
An individual critical discussion of two perspectives of strategic marketing thinking to create and deliver customer value covered on the module. (academic referencing in text and in a reference list required)
Marks
Two perspectives of marketing strategy covered on the module are clearly introduced. Their importance and application in context is clearly highlighted. Theory and concepts are clearly discussed, and the literature cited is comprehensive in scope and depth and demonstrates excellent understanding. Seminal peer reviewed academic journal articles associated with any topic are critically discussed with limitations and any prior findings articulated. The links between theory and practice are critically discussed. A table highlighting the pros and cons of two concepts, or frameworks or management tools is included.
Referencing is standardized and complete.
80-100%
Two perspectives of marketing strategy covered on the module are clearly introduced. Their importance is clearly highlighted. Theory and concepts are clearly discussed, and the literature cited is comprehensive in scope and depth and demonstrates excellent understanding. Peer reviewed academic journal articles associated with any topic are critically discussed and any prior findings articulated. The links between theory and practice are critically discussed. A table highlighting the pros and cons of two concepts, or frameworks or management tools is included.
Referencing is standardized and complete.
70-80%
Two perspectives of marketing strategy covered on the module are clearly introduced. Their importance is clearly highlighted. Theory and concepts are discussed, and the literature cited is comprehensive in scope and depth and demonstrates very good understanding. Peer reviewed academic journal articles associated with any topic are critically discussed and any prior findings articulated. The links between theory and practice are discussed. A table highlighting the pros and cons of two concepts, or frameworks or management tools is included.
Referencing is standardized and complete.
60-70%
Two perspectives of marketing strategy covered on the module are clearly introduced. Their importance is clearly highlighted. Theory and concepts are discussed, and the literature cited demonstrates good understanding. Peer reviewed academic journal articles associated with any topic are critically discussed and any prior findings articulated. The links between theory and practice are discussed. A table highlighting the pros and cons of two concepts, or frameworks or management tools is included.
Referencing is standardized and complete.
50-60%
Two perspectives of marketing strategy covered on the module are clearly introduced. Their importance is clearly highlighted. Theory and concepts are discussed, and the literature cited demonstrates some understanding. The links between theory and practice are discussed. A table highlighting the pros and cons of two concepts, or frameworks or management tools is included.
Referencing is complete.
40-50%
Two perspectives of marketing strategy covered on the module are clearly introduced. Their importance is clearly highlighted. Theory and concepts are discussed, and the literature cited demonstrates little understanding. A table highlighting the pros and cons of two concepts, or frameworks or management tools is included.
Referencing is limited.
Below 40%
Assessment Part 2
Reflective account on developing marketing strategies in MarkStrat computer simulation. (academic referencing not required).
Marks
Complete and comprehensive reflective account including reference to market research studies and the links to specific strategies used. Good use of theory and general strategic direction outlined. Details of competitive positioning discussed. An excellent discussion of main decisions that impacted on positive and negative performance and your reflections to improve performance.
80-100%
Complete and comprehensive reflective account including reference to market research studies and the links to specific strategies used. Good use of theory. Details of competitive positioning discussed. A comprehensive discussion of main decisions that impacted on positive and negative performance and your reflections to improve performance.
70-80%
Complete and comprehensive reflective account including reference to market research studies and the links to specific strategies used. Some details of competitive positioning discussed. A good discussion of main decisions that impacted on positive and negative performance and your reflections to improve performance.
60-70%
Complete reflective account including reference to market research studies and the links to specific strategies used. A discussion of main decisions that impacted on positive and negative performance and your reflections to improve performance.
50-60%
Complete reflective account including reference to market research studies. Limited links to specific strategies used. Little discussion of main decisions that impacted on positive and negative performance and your reflections to improve performance.
40-50%
Limited account. Limited links to specific strategies used. Very limited discussion of main decisions that impacted on positive and negative performance and your reflections to improve performance. Below 40%
Notes on Assessment
Please see the coursework document for word count and the split between sections.
Producing the document
The assessment office deals with submission so I have no control over this. Usually no attachments are allowed, so please include everything in one document
Part 1.
The project can be focused on any two of the four perspectives of strategy covered on the module.
The marking criteria highlight that a comprehensive discussion with a critical stance will obtain the highest marks. Full and accurate academic referencing is required. Please standardize the system of referencing you use. For example, if you use the Harvard system of referencing, please be consistent throughout. You will be marked down if you copy text without providing accurate referencing using quotation marks, plus standardized referencing both in text (surname/date) and fully in the reference list. Any quotations require a page number.
Turnitin software is used on all submissions and this highlights any text that has been used in the past.
Suggested structure
In Part 1 use two subheadings to delineate between the two perspectives discussed. Place a full reference list at the end of this section
Part 2 (based on MarkStrat only)
General points
As the main focus is on decision making you should not use academic referencing in the reflective account
You can write in the first person because it is a personal reflection of your MarkStrat experience
Due to the word count you will need to focus your writing on explaining the most important decisions you have made, rather than including more minor decisions from every week. More detail and focus is better than a superficial overview.
No drafts can be submitted only questions asked on the coursework assessment and marking scheme documents
Suggested structure
In this section discuss 2 or 3 main decisions you have made and state what market research studies you consulted and what analysis was conducted plus any theories you used. Reflect on what went well and what didnt go so well. You are required to paste in MDS maps and/or other visuals from MarkStrat to illustrate your answer. This helps with the word count. Do not use appendices anything important should be discussed in text.
Presentation Requirements:
Word limit: 1500 words ( 10%) excluding cover page, tables, figures and reference list. Split approx. Part 1 (1000 words); Part 2 (500 words).
Formatting guidelines:
Font size and type12 Arial; Line spacing1.5 lines
AlignmentLeft; Margins1 inch/2.54 cm all sides
Assessment Weighting for the Module:
100% individual coursework
Assessment Criteria
You will be assessed on how well you cover the coursework brief.
Marking Criteria:
Part 1. A critical understanding of four perspectives of strategic marketing thinking:
Demonstrates a sound critical understanding of strategic marketing thinking and theory, concepts, frameworks and management tools associated with them
Citations of prior research are included linked to critical points made
The reference list is standardized, complete and in alphabetical order
Part 2. Analysis in MarkStrat simulation
Highlights analysis of market research studies used in decision making within MarkStrat simulation
Includes appropriate theory, tools and charts applicable to the context of decision making
The discussion reflects on competitive positions identified (both internally and competition) as well as changes which impacted on team performance
Structure and presentation and negative marking
Provides a clear and coherent structure with appropriate headings and sub-headings
Professionally written and presented with a logical flow
No (or only minor) grammatical and spelling errors
Marks will be deducted for poor referencing, exceeding the word limit, and unauthorized use of A.I. The use of A.I. will be classed as commissioning
Essential Reading for Coursework Task
The MarkStrat online guide
In addition to reading provided in the module outline: You will find some relevant journal articles and references on the module document which you can use to start the project. However, you need to do your own research and look for more evidence to use for part 1 of the coursework assignment.
Coursework Assessment Check List
This checklist includes tasks outlined in the coursework assessment brief (in italics) plus advice included in a checklist format. The issues raised as questions in the recent Q & A session in week 6 have been included.
Part 1
A critical discussion of two perspectives of strategic marketing thinking to create and deliver customer value covered on the module
Have you included a discussion of two perspectives? You need to focus on two only: Market led; Resource led; History led; Vision led.
You are not required, and will not be rewarded, for a focus on other perspectives. The marking guidelines will be followed by all markers (please see these on the blackboard site)
You are required to include and discuss the most important theories, concepts, frameworks and management tools associated with the two perspectives (from your point of view and considering the word limit)
Have you included a discussion of the most important theories, concepts, frameworks and management tools? The word limit is restrictive so you can mention issues and frameworks, but only go into detail on the most important ones.
The critical aspect requires you to discuss pros and cons/ advantages and disadvantages. For example, there are pros and cons to different forms of segmentation, as well as the different management tools used in competitive positioning/differentiation from competitors, within the market led approach.
Also the focus on Part 1 is on theory and management tools to help in the leadership of marketing strategy, so you will not be rewarded for examples. If you keep referring to examples, this will reduce the word count on the important content so your marks will be reduced. (Please refer to the advice given in Aston replay: Week 6 Q & A on Coursework Assessment on the blackboard site)
After the discussion include a table highlighting the pros and cons of two concepts, or frameworks or management tools; one for each of the two perspectives. Please include a column for citations.
Have you included a table? This is not for an overview of the pros and cons of each perspective, but a focus on concepts or frameworks or management tools within each perspective. Have you included only one for each of the two perspectives and a column for citations?
Academic referencing is required in part 1. You are required to include academic citations in text and in a reference list. The reference list should only include in text/table citations and should be standardized, in the same format throughout, as well as being in alphabetical order.
Have you included in-text citations (Surname, date) only, plus full reference in the reference list? Use Harvard or APA as a standardized approach for the reference list.
The advice in the coursework review (week 5) and coursework Q & A (week 6), presented a clear method for standardizing referencing via copying titles of articles into google scholar and clicking cite.
Quotations should be used sparingly and a page number of any quotation included in the in text citation.
Have you included every one of the in-text citations in the reference list?
Word limit: 1500 words ( 10%) excluding cover page, tables, figures and reference list. Split approx. Part 1 (1000 words); Part 2 (500 words).
Formatting guidelines:
Font size and type 12 Arial; Line spacing1.5 lines
Alignment Left; Margins 1 inch/2.54 cm all sides
Have you addressed the word limit and formatting guidelines? Marks will be reduced if you do not follow these guidelines.
Part 2
An individual reflective account of decision making used in developing marketing strategies in MarkStrat computer simulation.
Please include the following:
An analysis, based on market research studies available in MarkStrat, of the competitive positioning of your brands
An analysis, based on market research studies available in MarkStrat, of competitive moves and responses as well as the consequences for decision making
The main decisions that impacted on positive and negative performance and your reflections to improve performance
Visuals from MarkStrat to aid your discussion
Have you included an account on the major decisions you undertook in MarkStrat? The advice given in the sessions on coursework review suggest you focus on two or three major decisions only to provide detail, rather than covering more issues within the large number of decision rounds. You will obtain higher marks for detail, rather than a superficial overview.
Have you included details of your competitive positioning and competitive moves?
Have you included visuals from MarkStrat to aid your discussion? Only use a few visuals should be included and make sure that the examiners can see the content. Any visuals included should be discussed, rather than just copied without discussion
Have you provided the links between analysis of market research studies and the decision made?
Have you reflected on these decisions to highlight what went well and what you would do differently if facing such decisions in future to improve performance?
-99695-480695COURSEWORK ASSIGNMENT
00COURSEWORK ASSIGNMENT
Academic Year 2023/24
Module Code:BPG122A
Module Name:Creating and Delivering Customer Value
Module Leader:Dr. Ian Combe
Coursework Title: Creating and Delivering Customer Value: Strategic marketing thinking and decision making in practice
Task Details/Description:
Part 1: An individual critical discussion of two perspectives of strategic marketing thinking to create and deliver customer value covered on the module. You are required to include and discuss the most important theories, concepts, frameworks and management tools associated with the two perspectives (from your point of view and considering the word limit).
After the discussion include a table highlighting the pros and cons of two concepts, or frameworks or management tools; one for each of the two perspectives. Please include a column for citations.
Academic referencing is required in part 1. You are required to include academic citations in text and in a reference list. The reference list should only include in text/table citations and should be standardized, in the same format throughout, as well as being in alphabetical order.
Part 2. An individual reflective account of decision making used in developing marketing strategies in MarkStrat computer simulation.
Please include the following:
An analysis, based on market research studies available in MarkStrat, of the competitive positioning of your brands
An analysis, based on market research studies available in MarkStrat, of competitive moves and responses as well as the consequences for decision making
The main decisions that impacted on positive and negative performance and your reflections to improve performance
Visuals from MarkStrat to aid your discussion
Academic referencing is not required in part 2.
Module Learning Outcomes Assessed:
Develop an understanding of strategic thinking based on the challenges facing organisations
Apply strategic marketing theories, concepts, frameworks and models to challenges facing organisations
Presentation Requirements:
Word limit: 1500 words ( 10%) excluding cover page, tables, figures and reference list. Split approx. Part 1 (1000 words); Part 2 (500 words).
Formatting guidelines:
Font size and type12 Arial; Line spacing1.5 lines
AlignmentLeft; Margins1 inch/2.54 cm all sides
Submission Date & Time:
To be confirmed by the assessment office
Assessment Weighting for the Module:
100% individual coursework
Assessment Criteria
You will be assessed on how well you cover the coursework brief.
Marking Criteria:
Part 1. A critical understanding of four perspectives of strategic marketing thinking:
Demonstrates a sound critical understanding of strategic marketing thinking and theory, concepts, frameworks and management tools associated with them
Citations of prior research are included linked to critical points made
The reference list is standardized, complete and in alphabetical order
Part 2. Analysis in MarkStrat simulation
Highlights analysis of market research studies used in decision making within MarkStrat simulation
Includes appropriate theory, tools and charts applicable to the context of decision making
The discussion reflects on competitive positions identified (both internally and competition) as well as changes which impacted on team performance
Structure and presentation
Provides a clear and coherent structure with appropriate headings and sub-headings
Professionally written and presented with a logical flow
No (or only minor) grammatical and spelling errors
Ethical Requirements
N/A to MarkStrat computer simulation
Essential Reading for Coursework Task
The MarkStrat online guide
In addition to reading provided in the module outline: You will find some relevant journal articles and references on the module document which you can use to start the project. However, you need to do your own research and look for more evidence to use for part 1 of the coursework assignment.
