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Guidance on word limit: The assessment for this module is subject to a word limit to ensure consistency of approach across all modules. Your work should not exceed (2,000 words per topic) excluding appendices and references. What is important is that the work satisfies the stated learning outcomes which are articulated through the assessment criteria.
Guidance on format for each portfolio item:
• Introduction
• Critical review of key literature
• Illustrative examples
• Implications for practice
• References
Important requirements
Mode of Working:
Presentation Format: .
Grade required to pass:
Assessment should be marked for the attention of:
Expensive or elaborate bindings and covers of written submissions are not required for this module.
Always submit an electronic copy of your written work as well as a paper copy.
Always keep a copy of your work.
Always keep a file of working papers (e.g. photocopied articles) that support the sources used in your work.
Preparing for your assessment
Checking your work before submission
When interpreting your grade and feedback after marking. (Note that your work will not be returned to you so always keep a copy of your work for this purpose.)
Learning Outcomes Tested (all)
LO1: Critically analyse the competitive, technological, environmental and other challenges that force companies to seek new, innovative, marketing techniques.
LO2: Examine the principles of electronic marketing as well as the importance of data mining and be able to apply these in the context of an organisation
LO3: Critically evaluate the importance of socially responsible behaviour of an organisation.
LO4: Evaluate and apply appropriate innovative marketing techniques in the context of social marketing
Assessment Criteria
• Evaluation. A critical evaluation of principal issues surrounding the topic area by use of relevant literature.
• Application and illustration. Discussion of application of key ideas, models and concepts and work place illustration.
• Presentation. A cohesive argument and balanced presentation that reflects an appropriate format and use of Harvard referencing system.
Performance descriptors (by grade)
This indicates the likely features of your portfolio that the grade given suggests.
Performance descriptors (by grade)
This indicates the likely features of your portfolio that the grade given suggests.
Evaluation. A critical evaluation of principal issues surrounding the topic area by use of relevant literature.
A Articulate, comprehensive, yet concise critical evaluation, takes full cognisance of an extensive range of existing academic thought. Utilises an excellent range of source material including recent journal articles. Goes beyond references suggested in the classroom and on WOLF. Excellent evaluation of theories and issues, wholly consistent with the requirements implied by the chosen scenario.
B Appropriate use of existing academic work and purposeful evaluation of salient theories and issues. Critical review of relevant authors, rival theories, major debates and methodologies, etc.
B: The above to a very good standard. References beyond those identified in classroom sources. Clear evidence of independent thought.
C: The above to a sound standard. Familiarity with key references. Limited degree of independent thought.
D: The above to a satisfactory standard, albeit some weaknesses evident. Some familiarity with key references. Some evidence of independent thought.
E An overly descriptive or limited effort with superficial interpretation and little synthesis or evaluation. Shows some understanding and insight into the subject content but few counterarguments or alternative frames of reference generated or considered. Possibly attempts to use too narrow a range of sources and/or dated sources.
F: Not to E standard. The student would benefit from studying the module again
Application and illustration. Discussion of application of key ideas, models and concepts and work place illustration.
A Demonstrates an excellent capacity to apply and discuss relevant theoretical frameworks in a wholly realistic and toughly practical fashion. Purposeful and wholly meaningful illustrations throughout.
B Demonstrates a capacity to apply and discuss relevant theoretical frameworks in a realistic and practical fashion. Worthwhile and relevant illustrations throughout. These are demonstrated to a very good standard.
C: The above to a sound standard.
D: The above to a satisfactory standard.
E Fails to demonstrate ability to apply theoretic thinking in practical ways. Inappropriate or partial illustrations.
F: Not to E standard. The student would benefit from studying the module again
Presentation. A cohesive argument and balanced presentation that reflects an appropriate format and use of Harvard referencing system.
A An excellent cohesive portfolio. Items exhibit a balanced structure and clear approach. An excellent standard of writing, spelling and purposeful development of argument. The Harvard referencing system faultlessly applied throughout.
B, A balanced, well-structured portfolio. Generally coherent in approach. Overall well-written and largely free of spelling and/or typographical errors. Application of Harvard referencing system.
B: The above to a very good standard.
C: The above to a sound standard.
D: The above to a satisfactory standard.
E Poorly constructed portfolio, lacking in balance, direction, purpose and/or clarity. At times an incoherent writing style and argument that seems disjointed and confusing. Barely acceptable presentation standard. Possibly grammatical and spelling errors. Possibly inadequate, nonstandard or error laded referencing.
F: Not to E standard. The student would benefit from studying the module again
Recommended reading and other sources
As appropriate for the topic. Students must conduct a literature review relevant to their chosen topics.
Self Assessment Briefing Checklist General
• Have you addressed the brief and assessment criteria in full?
• Does the overall length of the report comply with the maximum word limit of 6,000 words?
• Have you clearly separated it in to three pieces of work?
Construction
• Is there a clear structure to your report?
• Is the work well presented visually in terms of layout, fonts and spacing etc.?
Intellectual argument
• Do your recommendations build upon your analysis?
• Have you supported your marketing recommendations with appropriate justification and evidence?
Source materials
• Are the materials you have used properly acknowledged in your work?
• Does the main body of your report correctly identify authors and other detail (dates and where appropriate page references) as specific in the Harvard system standards?
• Can all your references be traced to your bibliography?
Overall review
• Re-read the assessment brief. Have you addressed the assessment criteria in full?
• Now look at your report. Would you say that you have demonstrated achievement of the three module specific outcomes?
• Refer to the postgraduate grade descriptors and decide (realistically) the grade you want to achieve. Do the descriptions associated with that grade correspond with your work? If not, what adjustments do you need to make?
Avoiding Academic Misconduct
Warning
Collusion, plagiarism and cheating are very serious offences that can result in a student being expelled from the University. The business school has a policy of actively identifying students who engage in academic misconduct of this nature and routinely applying detection techniques including the use of sophisticated software packages.
Avoid Collusion. The business school encourages group working, however to avoid collusion always work on your own in order to complete your individual assessments. Do not let fellow students have access to your work before it is submitted and do not be tempted to access the work of others. Refer to your module tutor if you do not understand or you need further guidance.
Avoid Plagiarism. You must use available and relevant literature to demonstrate your knowledge of a subject, however to avoid plagiarism you must take great care to acknowledge it properly. You should therefore always use of the Harvard style referencing system in all cases. For further guidance go to http://www.wlv.ac.uk/lib/skills_for_learning/referencing.aspx
Plagiarism is the act of stealing someone else’s work and passing it off as your own. This includes incorporating either unattributed direct quotation(s) or substantial paraphrasing from the work of another/others. For this reason it is important that you cite all the sources whose work you have drawn on and reference them fully in accordance with the Harvard referencing standard.
Extensive direct quotations in assessed work is ill advised because it represents a poor writing style that is unlikely to meet the pass grade marking criteria, and it could lead to omission errors and a plagiarism offence could be committed accidentally.
Maximising the benefits of team working Individual assessment must represent an effort prepared and submitted by you. It will contain your solutions to exercises set during the delivery of the module.
Always: Maintain a file of evident (e.g. academic papers used in preparing your assignment). Submit an electronic copy (e.g. a disk or CD) of all written assessments in addition to a paper copy.
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