Marketing and Services Management
University of Salford
Assessment Brief
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ModuleTitle
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Marketing
and Services Management
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Assessment title
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Coursework
1 – Individual Essay
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Assessed intended
learning outcomes
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On successful completion of this assessment, you
will be able to:
Knowledge
and Understanding
1. Through critical analysis of current and future
issues in strategic marketing management, assess how marketing is managed
internally and externally by organisations from different sectors and how
such organisations are impacted by issues in sustainability, business ethics and corporate social
responsibility;
2. Critically
and effectively assess the value of theories, concepts and models to the
practices of the service sector and
how they manage service quality;
3. Evaluate critically, the strategic role of branding
and assess the impact branding has on consumers, organisations and society;
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Weighting
within module
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This
assessment is worth 50% of the overall module mark.
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Task details
and instructions
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Read
the following case study:
Kotler,
P. and K. Keller (2016) Marketing excellence: Nike, In Kotler, P. and K.
Keller (2016) Marketing Management, 15th
Global Edition, London: Pearson, pp. 52-54.
Critically discuss Nike’s marketing mix approach,
and how effectively it is responding
to marketing environmental challenges any ONE national market of your choice (100 Marks).
As a guide you should:
(a) Provide
a critical discussionof themarketing mix
of Nike inONE country of your choice through the use of
appropriate literature and practitioner sources (50 marks).
(b) Critically
discuss how effectivelythe company is
responding to marketing environmental
challenges using PESTEL analysis inONE specific country of your choice
through the use appropriate literature and practitioner sources (50 marks)
You
should draw upon relevant academic as well as practitioner sources to support
your points (i,e. Broadsheet newspapers available on Nexis, reputable new
agencies, documentaries via Box of Broadcasts etc).
Do
not address the questions (if any) at the bottom of the printed case study.
Please
note that you should use the printed case study as a starting point in your
analysis, as you are expected to undertake your own desk research to update
your understanding of the current corporate context of the company in the
case study.
You
may find the following paper on the extended case study method of assessment
useful in guiding your preparation:
Your
work should be in a creative, critical and evaluative manner. Ensure that
your arguments are clear and logical and where appropriate include academic
sources, i.e. academic journal papers, which add weight to your points raised.Please
show in your list of references an appropriate breadth and depth of
references relevant to the topic.
Your
work must be correctly referenced throughout in the Harvard format.
Your
assignment should be word processed and produced in an appropriate academic
style. The font should be 12, and be double spaced. The work should be
completed on an individual basis.
We have set up a draft submission area
so that you can check whether your work is adequately referenced. You are
strongly advised to make use of this system.
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Word count/duration
(if applicable)
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Your
assessment should be 3000 Words (+/- 10%) excluding references.
As
a guide, you should divide the word count approximately in proportion to the
allocation of marks.
No
appendices are permitted.
Word
count in tables is included in the permitted word count.
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Reassessment
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If
you fail your assessment, and are eligible for reassessment, you will be required to attempt this assessment
again, talking account of the feedback
you have been given.
Your
assessment is not eligible for in year retrieval.
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