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BE511 Marketing Management

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BE511 Marketing Management
Coursework Two
2,000-word Individual Essay, 60% of module mark
Deadline: Week 15, Wednesday 13th January, 10am UK
 
 
!!IMPORTANT INFORMATION!!
 

  • Word Count: 2,000 words absolute maximum (no +x%)
    • This includes in-text citations and quotations but excludes appendices and the list of references.
    • We will check the word count of your electronic submission and should your assignment be longer than the maximum word limit we will not read beyond 2,000 words and will mark your assignment based only on the first 2,000 words.
  • Formatting: Your assignment has to be presented and written in a professional manner!
    • You must use Arial, Times New Roman or Calibri (Body); 12pt, double spacing, and justified text alignment.
    • You must check your assignment for errors in spelling and grammar before submission and you must use British English.
  • Marking Criteria: You can find the marking criteria on the BE511 Moodle page.
    • It is important that you fully understand the criteria that we use to assess your work. So, make sure you check out the weekly webinars during which the marking criteria are explained.
  • Academic Offences: For details see essex.ac.uk/see/academic-offence.
    • It is your responsibility to make yourself aware of the Academic Offences Procedure, the regulations governing assessments, and how to correctly reference and cite the work of others.
  • Submission Guidelines: For details on electronic submission see http://faser.essex.ac.uk.
    • The university has a ZERO tolerance policy regarding any file uploaded that Module Leaders are unable to open due to an incorrect format. Therefore, unless you upload your work as a Word.doc, Excel and/or PDF file you will NOT receive a mark.
    • Any IT issues used for Late Submission will automatically be rejected by the Late Submission Committee. So, save a backup of your work on a USB stick or similar.
    • Please do not include your name on your assignment but please include your 7-digit registration number in the file name.

 
!!IMPORTANT INFORMATION!!
 
Coursework Task
Before getting started, make sure you have read all the information on the previous page!
 
Note: This assignment builds on your marketing simulation group work; however, it is an individually assessed assignment. Therefore, it does not assess your actual group work, but only your explanation and evaluation of the decisions taken by your group. In line with the university’s academic offences policy, your essay must be written by you and you alone.
 
The CEO of your marketing simulation jeans company has asked you, the Head of Marketing, to update them on the marketing activities and performance of the company since your last update (Coursework One) and on your thoughts on the company’s future direction. Again, they want you to explain and evaluate, using relevant theory from this module, which decisions since your last update (quarters 5-8) worked well/did not work well.
 
You again need to prepare an essay (introduction, main body and conclusion). The main body of your essay should again contain three parts.
 
Part One should give a brief summary of your key marketing decisions since your last update and of your performance up to the end of Quarter Eight.
 
In Part Two you should explain how relevant theories from this module (lectures 5-8 only) have guided your group’s decisions and you should evaluate, using those theories, what went well/did not go well. In doing so, critically engage with your first evaluation of key marketing decisions from Coursework One, discussing changes implemented since then and the effects of the suggestions developed in Coursework One to improve the company’s performance.
Again, this part should be the main focus of your essay. You should prioritise the most important issue(s). In other words, it is better to go into a lot of depth with only one or a few theories/decisions, as opposed to trying to cover everything in little depth only. Note that your ability to focus on what is important will help you show your understanding of this module. Please note that where you use theories you need to explain the key aspects of said theories and you need to make reference to relevant academic sources. This is also an opportunity for you to show the extra reading you have done for this module. Essays that merely describe the group’s decisions, as opposed to use theory to explain the thinking behind and evaluate those decisions, will receive a low mark.
 
Part Three should then build directly on your learnings from Part Two and briefly explain how you plan to improve the decisions you discussed in order to score highly against your key performance indicators in the future (if the simulation were to continue).
 
Following your conclusion, you need to include a properly formatted list of references. This must include all the sources you cited throughout your essay in alphabetical order and must not include any sources that were not cited.
 
Following your list of references, you need to include your auto-generated marketing plan as an appendix.
 
Of course, you want to leave a good impression on your boss, and therefore your essay needs to be written and structured clearly and formatted properly (e.g., correct spelling and grammar throughout, effective use of paragraphs, inclusion of page numbers, well-formatted text).

 
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