MC4064NI Principles of Marketing Islington College Coursework Type: Individual Essay (1,500 words)

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COURSEWORK QUESTION PAPER:  1st sit Autumn  2023 Semester-long
Module Code: MC4064NI
Module Title: Principles of Marketing
Module Leader: Sumit Pathak (Islington College)
Coursework Type: Individual Essay (1,500 words)
Coursework Weight: This coursework accounts for 100%of your total module grades.
Submission Date: TBA
When Coursework is given out: TBA
Submission Instructions: Submit the following to Islington College RTE department before the due date:1 x Final report in PDF format
 File name: 12312324 Dhruva John
Warning: London Metropolitan University and Islington College takes Plagiarism seriously. Offenders will be dealt with sternly.

© London Metropolitan University

Summative assessment 

Individual Essay (1,500 words)—100 Marks

(100% of module grade)

Please read this carefully

Section A: Learning outcomes of the assessments

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

LO 1. Understand the business environment for an organization operating in a specific sector with relevant data gathering and interpretation 

LO 2. Understand relevant marketing concepts/models available to the selected organization 

LO 3. Identify and analyze relevant marketing concepts/models to the selected organization in order to facilitate decision-making processes

Section B: Introduction

The module is assessed by one component: –

An individual essay on a service organization (100% weighting). 

● Individual Essay

The aim of this assessment is to encourage students to analyze the service marketing issues affecting one organization in a particular service sector. Students can select an organization which operates in the country from any of the following service sectors which relate to their degree course, e.g., Marketing, Retail, Professional services, Fashion, Leisure, Tourism, Aviation, Creative industries, financial services, Education, Not for Profit/Charity.

This assessment encourages students to develop and practice the following skills:

Academic writing, application of knowledge, interpreting data, researching and analyzing skills. 

Section C: Assessment Strategy

You are required to work individually to develop the written report by selecting a company-domestic or international- which has a visible marketing department. 

In terms of your choice of a company for your assessment for this module, please make sure your chosen company is one within one of the service sectors below or a company with a service component.

Services includes a range of employment activities such as in for Profit & Not-for- Profit organizations:

  • Financial services – banks, building society, accountants, insurance agents, stockbrokers
  • Professional services – estate agents, architects, designers, solicitors, lawyers & consultants
  • Marketing services – advertising agencies, marketing research, public relations, sales agents
  • Leisure & recreation – sports clubs, theme parks, zoo; wildlife, tourism organizations, libraries, museums, cinemas, theatre etc.
  • Transportation – air, rail and road
  • Power – electricity, gas, coal
  • Others – education & training, postal services, police, hairdressing etc.

Please speak to your seminar tutor or module lecturer about your choice of a company before week 8

Task Details:

You will work individually to examine a sector in the selected service industry and analyze the marketing issues affecting one of the organizations in that sector. The elements that form this assessment include:

  • A definition of a chosen sector by size and competitive structure including:
  • External environment Analysis
  • Porter Five Force Model – Industry Analysis
  • Assessment of the opportunities and threats facing the sector/grouping using original and coherent analysis based on properly referenced sources. The analysis should be done for the defined industry or sector not the individual firm

The elements that form this assessment include:

  • Analysis of the strengths, weaknesses, opportunities and threats (SWOT) facing the organization based on properly referenced sources.
  • Identification of the organization’s key service marketing issues for the next 3 years, drawing on secondary research and analysis.
  • Demonstration of the relationship between one of these issues and some relevant theoretical principle of services marketing, taken from reliable and appropriately referenced sources. The individual essay weighs 100% (1,500-word limit).

The report should be 1500 words maximum (without appendices). Please use tables and diagrams where possible to stay within the word count.

Section D: Assessment submission

The student must work individually to develop the answers to the given assignment. There is no tolerance for COLLUSION. 

The student should submit one final file in a pdf format to RTE on the given deadline. The word limit of the final report is a 1500-word limit excluding appendices and bibliography. Submissions of excessive length, or which attempt to subvert length criteria with the misuse of appendices, will be penalized.

Standard University regulations regarding plagiarism will apply and be rigorously enforced.  THIS INCLUDES THE USE OF PUBLISHED SECONDARY RESEARCH (E.G. MINTEL, ETC.) WITHOUT ACKNOWLEDGEMENT AND/OR INTERPRETATION.  The course tutor will also apply penalties to submissions which in his/her sole opinion show evidence of collusion.

Section E: Marking Criteria: How you will be evaluated?

  • The use of the relevant services marketing theories and analytical framework in your answer to the above tasks.
  • Evidence of well-structured and logical marketing report with introduction, main body and conclusion.
  • Word limit 1500 words maximum (excluding appendices)
  • Proper References

Section F: Recommended Table of contents

Section Minimum Requirements
Cover page 1 pageName, University ID, date of submission and assessment title must be provided.
Table of Contents 1 page
Section A: Introduction Introduction and Objective of the studyCompany Profile with its value chain of services offered.Definition of their customers and analysis of the service quality by the customersMax 2 pages
Section B: Competitor analysis Identification of its closest competitors and analysing their strength and weakness.
Section C: SWOT Analysis Discuss their strengths and weakness to optimize the industry opportunities and manage the threats
Section D: Key marketing issues Identify that organization’s key marketing issues that are important for the next 3 years, drawing on foregoing analysis.3 to 5 key issues must be identified. 
Section E: Analysis of Marketing Issues Briefly demonstrate a relationship between any one of these issues and some relevant theoretical principles of services marketing, taken from any reliable and appropriately referenced source.
Section F: Recommendation and Marketing Strategies Develop marketing strategies for business growth using 2 to 3 frameworks learned in the classroom.A few of them can be derived from the following weekly topics but not limited to: Customer value through the marketing mix and delivering the service experience via the extended marketing mix for servicesDesigning services processManaging customer relationship and building loyaltyService Failure RecoveryService Innovation Strategy Ansoff matrixAny other relevant models
References At least TEN relevant sources must be provide using Harvard Referencing Method.
Appendix 1 Learning Reflection of the module: 200 words
Appendix 2 Other relevant and supporting documents.

Section G: Recommended Reading for references

  • Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practices of Marketing, 9th Edition, McGraw-Hill.
  • Lovelock, C. and Wirtz, J. (2018) Essentials of Services Marketing, 3rd Edition, Pearson. 
  • Bryson, J. R. and Daniels, P.W. (2015) Handbook of Service Business Management, Marketing, Innovation and Internationalisation, Edward Elgar. 
  • Chaffey, D. and Smith, P.R. (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5th Edition, Routledge.

Section H: Assessment Grade Description

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GSBL UNDERGRADUATEGENERAL GRADE DESCRIPTORS

Level 3/4 Level 5 Level 6
General Acquisition of broad knowledgeEvaluate informationUse information to plan, develop and problem solve Generate ideas through analysing conceptsDemonstrate a command of specialised skillsFormulate responses to well defined and abstractAnalyse and evaluate information Critically review, consolidate and extend a body of knowledge using specialised skillsCritically evaluate concepts and evidence from a range of sourcesTransfer and apply skills and exercise significant judgement in a range of situations
70-100 (A) Very goodDemonstration of very good comprehension of the task with evidence of analysis, synthesis, evaluation and critical appraisalUse of a wide variety of appropriate sourcesTransformation of knowledgeIndependent thinking and development of ideasAbility to communication very clearly and effectivelyVery good evidence of preparationVery good organisation, structure and presentation of work – minimal errorsGood references, appropriate sources (quality and quantity). No errors in reference list or citations.  ExcellentAdvanced scholarshipGoes beyond the material providedExcellent link to researchExcellent analysis, synthesis, evaluation and critical appraisalExcellent evidence of preparationComprehensive and critical understanding of the topicExcellent ability to communicate clearly and effectivelyExcellent organisation, structure and presentation of workGood references, appropriate sources (quality and quantity). No errors in reference list or citations. Excellent – Outstanding (for use at far end of range)Outstanding understanding, exploration and insightStrong evidence of originality and development of own ideasDevelop a highly complex argumentOutstanding ability to communicate topics clearly and conciselyAdvanced organisation, structure and presentation of workGood references, appropriate sources (quality and quantity). No errors in reference list or citations.References well utilised and critiqued
60-69 (B) Very goodDemonstration of very good comprehension of the task with evidence of analysis, synthesis, evaluationUse of a wide variety of appropriate sourcesTransformation of knowledgeIndependent thinking and development of ideasAbility to communication clearly and effectivelyVery good evidence of preparationVery good organisation, structure and presentation of work – minimal errorsGood references, appropriate sources (quality and quantity). Minimal or no errors in reference list or citations.  Very goodDemonstration of very good comprehension of the task with evidence of analysis, synthesis, evaluationUse of a wide variety of appropriate sourcesTransformation of knowledgeIndependent thinking and development of ideasAbility to communication clearly and effectivelyVery good evidence of preparationVery good organisation, structure and presentation of work – minimal errorsGood references, appropriate sources (quality and quantity). Minimal or no errors in reference list or citations. Very GoodAdvanced scholarshipGoes beyond the material providedVery good link to researchVery good analysis, synthesis, evaluation and critical appraisalVery good evidence of preparationComprehensive and critical understanding of the topicVery good ability to communicate clearly and effectivelyVery good organisation, structure and presentation of workGood references, appropriate sources (quality and quantity). No errors in reference list or citations.
50-59 (C) Adequate – SatisfactorySome analysis but limitedSome insight and exploration of ideasSound conclusionsNo significant inaccuracies or omissionsSome analysis, evaluation or synthesis of informationLacking clarity at timesSome evidence of preparationReferencing is sound. Mostly appropriate sources. Numerous errors or inconsistencies  Adequate – SatisfactorySome evidence of thinking independently to develop own ideasEvaluation of relevant theories or literatureReasonable ability to communicate clearly and effectivelyReport information in a structured wayUse of an appropriate formatQuite comprehensive knowledgeSatisfactory evidence of preparationSatisfactory referencing, appropriate sources.Numerous but minor errors in references Adequate- SatisfactoryEvidence of thinking independently to develop own ideasEvaluation of relevant theories or literatureAbility to communicate clearly and effectivelyReport information in a structured wayUse of an appropriate formatReasonably Accurate, quite comprehensive knowledgeSatisfactory evidence of preparationCoherent and well presented – minor errorsSatisfactory referencing, appropriate sources.Minor errors in references 
40-49 (D) All learning outcomes metCompetent (practical)May be incomplete in knowledge (some errors or omissions)Insufficient analysis, evaluation or synthesisLimited application of theories/knowledgeAn awareness of appropriate principles/theories/techniquesIrrelevance to the task at timesDisorganised work with weak standard of presentationNumerous aberrations from the requirements of the taskReferencing is attempted although may be inconsistent, many errors, weak sources   All learning outcomes metCompetent (practical)May be incomplete in knowledge (some errors or omissions)Weak or no analysis, evaluation or synthesisSome application of theories/knowledgeAn awareness of appropriate principles/theories/techniquesIrrelevance to the task at timesDisorganised work with weak standard of presentationAberrations from the requirements of the taskReferencing is attempted although may be inconsistent, many errors, weak sources  All learning outcomes metCompetent (practical)May be incomplete in knowledge (some errors or omissions)Weak or no analysis, evaluation or synthesisSome application of theories/knowledgeAn awareness of appropriate principles/theories/techniquesIrrelevance to the task at timesDisorganised work with weak standard of presentationAberrations from the requirements of the taskReferencing is attempted although may be inconsistent, many errors, weak sources 
Condoned Pass 30-39 (R2/F1) Learning outcomes not metLittle relevant knowledgeLacking structureNumerous errors in structure and formLimited understanding of concepts/theoriesNo appropriate analysis, evaluation or synthesisSignificant inaccuracies/omissionsNot competentLittle or no attempt to use references and if so very weak with errors   Learning outcomes not metLittle relevant knowledgeLacking structureNumerous errors in structure and formLimited understanding of concepts/theoriesNo appropriate analysis, evaluation or synthesisSignificant inaccuracies/omissionsNot competentLittle or no attempt to use references and if so very weak with errors Learning outcomes not metLittle relevant knowledgeLacking structureNumerous errors in structure and formLimited understanding of concepts/theoriesNo appropriate analysis, evaluation or synthesisSignificant inaccuracies/omissionsNot competentLittle or no attempt to use references and if so very weak with errors
Under 30 (R2/F2) Little engagement with the taskNo basic understanding of the subject matterPoor communication (written or verbal)Lacking or no structureSignificant errors in structure and formMany significant inaccuracies/omissions – very little correctLittle or no attempt to use references and if so very weak with many significant errors Little engagement with the taskNo basic understanding of the subject matterPoor communication (written or verbal)Lacking or no structureSignificant errors in structure and formMany significant inaccuracies/omissions – very little correctLittle or no attempt to use references and if so very weak with many significant errors Little engagement with the taskNo basic understanding of the subject matterPoor communication (written or verbal)Lacking or no structureSignificant errors in structure and formMany significant inaccuracies/omissions – very little correctLittle or no attempt to use references and if so very weak with many significant errors
 (0%) No submissionNothing of relevance in the work submitted No submissionNothing of relevance in the work submitted  No submissionNothing of relevance in the work submitted

End of Documents

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