The definition of “Marketing”

Unit Handout

Course Description

Course Assessment Outline

COURSEWORK 1: INDIVIDUAL ESSAY (50%) TASK

· In-text citations and references should be following the appropriate MMU Harvard Referencing format and guidelines

(b) Title pages

(c) Abstracts

(d) Paragraphs and sentences

(e) Personal pronouns: I or we?

Written Work Grading Matrix Template (applicable for Individual Essays & Group Reports)

The unit aims to introduce students to the perspectives and practices of international marketing. Due to globalization and the rapid expansion of international businesses during the past decades, students will be challenged to reflect the particularities of international marketplaces (for both industrial goods and services) and examine how companies operate and implement marketing activities in various environments. Environmental forces, cultural dimensions and the strategic organization of international activities and operations will also be addressed.

Date	Assignment		Weight %
Coursework 1: Individual Essay		50%

Unit learning outcomes

On successful completion of this unit students will be able to:

Critically review the practical and theoretical issues of international marketing and the attractiveness and particularities of global markets for products and services
Evaluate the impact of external environmental (cultural, social, political and economic) factors on global marketing strategies
Assess the suitability of foreign expansion market entry modes and relevant strategies
Examine people and companies’ skills and systems required to design and implement global marketing strategies across countries’ border

Reference Guidelines for Essays, Reports, and Presentations

Students are expected to engage with secondary literature in all written and assessed work. Below are the general indicative guidelines as to the level of engagement expected. This requirement will be discussed in detail by the unit leader at the beginning of this unit:

1,000 word minimum 10 references of peer-reviewed secondary sources 2,000 word minimum 15 references of peer-reviewed secondary sources 3,000 word minimum 20 references of peer-reviewed secondary sources

Academic peer reviewed journals are required. Domains from .com websites are not allowed except for companies of which coursework highlights. Students are strongly encouraged to refer to journals found in Science Direct, Emerald, The Directory of Open Access Journals, The Institute of Hospitality, and Mintel. If students would like to access a particular paper, but cannot access the article, please email the unit leader with the author, journal article title, the journal, volume and any other details.

Students should prepare a 2,000-word essay on the topic outlined below. The definition of “Marketing” has evolved over the years from production to product to sales to societal consumer-centric marketing. There are numerous iterations of the concept, ranging from Ernest Dichter, Philip Kotler, Theodore Levitt, David Aaker, Martin Lindstrom to Douglas Van Praet and others.

Increasingly, “creating and delivering relevant value” has become the key requirement when planning the launch or relaunch of products and services. Sometimes, it is about an “unmet need”, but often what precisely constitutes “value” for consumers is ill-defined or misunderstood within an organization. Meeting currently unmet needs requires careful evaluation, e.g. potential market size, the relative importance of fulfilling such a need, the appropriateness and desirability for the value proposition in different parts of the world. Further, brands may evolve their value proposition over time to better meet changing consumer needs.

The correct identification of a value proposition from the consumer point of view is critical to market success. Some approaches include adding more functional benefits to existing products, sales promotions, micro-targeting, etc.

To what extent are these basic approaches still relevant in a volatile and uncertain environment? Are there are strategies to meet evolving needs?

Task : Essay

With reference to an existing global brand, analyze the extent to which it is delivering identifiable value to its consumers.

Guidelines

The analysis may include (but is not limited to) messaging analysis and strategy (marketing communications), description of the target market and the corresponding relevance of the value proposition, positioning, how and the value proposition is relevant globally, potential adjustment of the value proposition in future (if needed and why), the consumer insight which identified the value proposition, etc. Keep in mind that the value proposition may be functional, emotional or both and may involve texture, packaging, color, claims, size, dosage, application (s), design, communication channels. Using the marketing mix may provide a useful format for the essay. It is important however to identify the single most important value proposition which differentiates the brand from its current competition.

Formative assessment will require students to compile a referencing list of the secondary sources they propose to engage with in the writing of the essay.

Submission Guidelines

Submission is only possible electronically through turnitin.com
No hard-copy submission is required
What you need to do is submit only once through turnitin.com by using the following details:
In case that you do not have a turnitin.com account, it is essential to create one, prior to submission
Please note that submission date is September 26, 2022 and you should submit by 5:00pm CET at the latest.
After this time, no submissions will be accepted by the system (also be reminded that a late submission will result to a 0%).

Important Notes

Individual Essay Marking Criteria – these include but are not confined to the following:

Criteria	Weighting
1. Content	30%
2. Application of theory	15%
3. Knowledge and Understanding	15%
4. Evidence of Reading	20%
5. Referencing	10%
6. Presentation, grammar and spelling	10%

Formatting Guidelines for Essays

Font, font size, line spacing and pagination (page numbers)

It is IMI policy that all assessed work should be typed and presented using the Times New Roman font, size 12 except when otherwise stated by the lecturer. For line spacing, 1.5 or double spacing should be used for all assessed work. Pages should be numbered starting with the first page after the title page. Page numbers should be placed on the bottom right of the page.

Essays should have title pages – please see a template uploaded on IMM’s Moodle homepage. Under no circumstances ‘decorate’ the cover of your essays – keep it simple, straightforward and follow these guidelines. Nearly all marking in the School is anonymous: therefore, DO NOT put your name on the piece of work you are submitting.

An abstract is a summary of 100 – 150 words, normally written on the title page as shown in Table 3.4, outlining the main themes and/or arguments of your work, the direction your work takes and its conclusions. It is not an introduction to your essay. Check articles in the journals in the Library to see what an abstract look like.

When writing, it is a good idea to keep new ideas in new paragraphs. Do not number the paragraphs. When moving to a new paragraph you should leave a line (or two) between paragraphs so that it is clearly separated.

Personal pronouns are not used in essays, reports or dissertations – no ‘I’ or ‘We’, unless stated by your lecturer. So ‘I interviewed three hundred managers’ becomes, ‘Some 300 managers were interviewed’.

PART B: INDIVIDUAL ORAL PRESENTATION

PERFORMANCE (40%)

Student Name &

Number

Individual

Mark (100%)

Individual

Mark (40%)

OVERALL

MARK

Classificati on	% Range	Content 30%	Application of theory 15%	Knowledge and Understandin g 15%	Evidence of Reading 20%	Referencing 10%	Presentatio n, grammar and spelling 10%
Outstanding	80-100	Outstandin g – Extensive critical evaluation & synthesis of issues & material which includes an original & reflective approach.	Outstanding – Extensive evidence of relevant and perceptive application of theory, &/or empirical results, where applicable	Outstanding – Exceptional knowledge & in-depth understanding of principles & concepts	Outstanding evidence of reading with a distinguished range of contemporary sources with high impact factors.	Outstanding Referencing. Original sources were predominant with outstanding paraphrasing interpretations . Citations and reference list were immaculately displayed according to the MMU Harvard Reference Guide. The presentation of the reference list was consistent.	Outstanding – Outstanding, well-directed presentation , logically & coherently structured, using correct grammar & spelling
Excellent	70-79	Excellent – Critical evaluation & synthesis of issues & material which includes original & reflective thinking	Excellent – Clear evidence of relevant application of theory, &/or empirical results, where applicable	Excellent – Excellent knowledge & depth of understanding of principles & concepts	Excellent evidence of reading with a range of seminal works and contemporary studies with high impact factors.	Excellent referencing. Citations and reference list were displayed according to the MMU Harvard Reference Guide. The presentation of the reference list was consistent.	Excellent – Excellent, well-directed presentation , logically structured, using correct grammar & spelling
Good	60-69	Good quality – Critical evaluation & synthesis of issues & material	Good quality – Evidence of relevant application of theory &/or empirical results, where applicable	Good quality – Comprehensiv e knowledge & depth of understanding of principles & concepts	Good evidence of reading with a range of sources including textbooks, peer reviewed journals and/or conference papers.	Good referencing . Citations and reference list were displayed according to the MMU Harvard Reference Guide with good levels of consistency.	Good quality – Good quality presentation , well structured, using correct grammar & spelling
Acceptable	50-59	Acceptabl e – Accurate description of main issues & material, with some critical evaluation	Acceptable – Occasional relevant application of theory, &/or empirical results where applicable	Acceptable – Appropriate knowledge & understanding of principles & concepts	Satisfactory evidence of reading including the core textbook and peer- reviewed studies.	Acceptable referencing. Citations were consistent and the reference list adhered to a Harvard Referencing system; although not always in line with the MMU Harvard	Acceptable – Orderly presentation & structure with acceptable grammar & spelling

						Referencing Guide.
Adequate	40-49	Adequate – Limited evaluation & description of main issues & material	Adequate – Limited evidence of relevant application of theory &/or empirical results	Adequate – Basic knowledge of key principles & concepts only	Adequate – Evidence of basic reading only with evidence of reliance on web resources.	A minimalistic attempt to reference. The reference list has errors and needs to adhere to the MMU Reference Guide.	Adequate – Adequate presentation & structure, grammar & spelling
Fail Limited	30-39	Fail –	Fail – limited	Fail – limited –	Fail – limited –	Insufficient	Fail – limited
		limited –	– No	Limited &/or	Minimal	citing and	– Poor
		Omission	evidence of	superficial	evidence of	referencing	presentation
		of some	relevant	knowledge of	reading	with poor	& structure,
		relevant	application	key principles		presentation,	grammar &
		material	of theory	& concepts		structure,	spelling
			&/or			grammar and
			empirical			spelling. No
			results			evidence of
						using the
						MMU Harvard
						Referencing
						Guide.
Unacceptabl	0-29	Fail –	Fail –	Fail –	Fail –	Inadequate	Fail –
e Fail		unaccepta	unacceptabl	unacceptable –	unacceptable	citing and	unacceptabl
		ble –	e – No	Insufficient	-Little or no	referencing	e –
		Insufficient	evidence of	evidence of	evidence of	with	Inadequate
		& largely	application	key principles	reading	unacceptable	presentation
		irrelevant	of theory	& concepts		referencing	, structure,
		material	&/or			presentation	grammar &
			empirical				spelling
			results

Coursework 1: Individual Essay (50%)
		Marker:
Student Number:		Marker No:
Date due:		Date marked:					Mark:	0
Rating Scale & Weighting	enter mark	Outstandi ng	Excelle nt	Goo d	Accepta ble	Adequa te	Fail – limited	Fail – unaccepta ble
Rating Scale & Weighting	0 -100	80 – 100	70 – 79	60 – 69	50 – 59	40 to 49	35 – 39	0 – 34
30% Content								0.0
15% Application of Theory								0.0
15% Knowledge and Understandin g								0.0
20% Evidence of Reading								0.0
10% Referencing and Bibliography								0.0
10% Presentation, Grammar and Spelling								0.0
Mark For Paper		0.0	0.0	0.0	0.0	0.0	0.0	0.0
Content

Application of Theory

Knowledge and

understandin g

Evidence of Reading

Referencing & Bibliography

Presentation, Grammar & Spelling

Feedback to Feed Forward

FEEDBACK AND COMMENTS

Marker’s Name:

Date:

Signature:

Undergraduate and PG Diploma
DESCRIPTOR	GRADE	MARK BAND
Excellent	A	70%+
Good Pass	B	60%-69%
Clear Pass	C	50%-59%
Pass	D	40%-49%
Fail	F	Less than 40%

Fair responses to questions.

MARK BREAKDOWN AND OVERALL MARK

PART A: GROUP REPORT (60%)
OVERALL GROUP MARK (100%)
OVERALL GROUP MARK (60%)

ADJUSTED TOTAL MARK (WHERE APPLICABLE)