Analyze the application of Marketing Mix and evaluate its effectiveness.

DEPARTMENT OF BUSINESS & MANGEMENT
ACADEMIC YEAR 2014/15
Module Code BU4206
Module Title Communication of the Marketing Mix
Component Assignment 2 (50% weighted)
Learning Outcomes 2 & 3
Format 2000 word written report
Hand-in date Monday 18th May 2015 12 noon
Results back Friday 05th June 2015 12 noon

Title: Communication of the Marketing Mix
Using the same organisation that you used for assignment 1(File: A_situational_analysis_on_Amouage), analyse the application of the Marketing Mix and how they communicate their product or service offer to their target consumers, making recommendations for future development.
Tasks
1. Analyse the application of the Marketing Mix and evaluate its effectiveness.
 This section should account for approximately 1000 words (50% of the assignment total)
2. Select one method of online communication and one offline method that the organisation currently uses and evaluate its effectiveness.
 This section should account for approximately 1000 words (50% of the assignment total)
In both sections you must justify your ideas using relevant academic underpinning/supporting evidence
Criteria

• Relevant recommendations made
• Relevant media methods selected
• Academic underpinning
• Practitioners views
• Relevant supporting evidence included
• Evaluative discussion
• Evidence of wider reading and research

SOME GUIDELINES

• You must include the views and opinions of academic professionals in the field, to support your ideas and statements
• A good range of sources from texts, journals, professional publications, industry experts, trade magazines etc should be included within the work

Assesses Learning Outcome 2 & 3

Word Count: 2000 words

This assignment is worth 50% of your overall grade

Submission procedure:
Students should submit their work by 12 noon on the deadline date electronically via Turnitin. Please note that you MUST submit your work as a Word document and include a cover/front sheet which has the following details written on it:
• Module Title and Code
• Module tutor
• Your student assessment number
Student work that does not have a cover sheet with this information on will not be identifiable after marking has taken place and risks being recorded as a non-submission.
• Please note: you must ensure that you submit your work in time for the deadline. Late submission will be penalised, unless you provide evidence such as a medical certificate.

• Various assignment workshops will be taking place throughout the module which will offer further advice & information on how to complete this assignment. We will also be focusing on assessment during many of the seminar. Please ensure you make every effort to attend all sessions.

Presentation

• Word-process your work, using 1.5-line spacing, and justified margins.
• Use A4 paper.
• Include footer with student assessment number, module title and code.
• Please include a title page which the title of your work, number of words, the module title and number, the name of your module tutor and your assessment number.
• All references should be constructed using the APA System. A handout on this system is available from Learning Resources.

Approaches to writing:

Plagiarism – It is unethical and unacceptable to claim someone else’s work, either published or unpublished, as your own. If you wish to refer to work other than your own, you must acknowledge it in your text. All work will go through TurnItIn software. Any student or student collaboration will be reported to the Academic Malpractice board.

Regulations:

• All failed components must be re-taken, August 2015. You will be notified in July 2015.
• 10% of your marks will be deducted for each day, including weekends that you hand in late without an approved extension.

Interpreting grades on undergraduate programmes of study.

Please also refer to the marking criteria on the Moodle space, as this is what your work gets marked against.
Grade Description Classification
70%+ Work of exceptional quality
Virtually all of the relevant information/skills accurately deployed. Excellent and exceptional grasp of theoretical, conceptual, analytical and practical elements. Very effective integration of theory, practice and information in relation to the objectives of the assessment. First (1st)
60 – 69% Work of very good quality
Most of the relevant information/skills accurately deployed. Good grasp of theoretical, conceptual, analytical, practical elements. Effective integration of theory, practice and information in relation to the objectives of the assessment. Upper Second (II:i)
50 – 59% Work of good quality
Some of the relevant information/skills accurately deployed. Adequate grasp of theoretical, conceptual, analytical and practical elements. Fair integration of theory, practice and information in relation to the objectives of the assessment. Lower Second (II:ii)
40 – 49% Work of satisfactory quality
Some omissions in the deployment of information/skills. Some grasp of theoretical, conceptual, analytical and practical elements. Limited integration of theory, practice and information in relation to the objectives of the assessment. Third (3rd)
30 – 39% Unsatisfactory performance (borderline fail)
Deficiencies or omissions in information, skills, theoretical, conceptual, practical elements. Limited integration of these in relation to the assessed work’s objectives. Some relevant content and marginal evidence of skills, knowledge or creativity, which could, in the light of overall performance, constitute the basis for a pass grade in the examiners’ judgement. Fail
Below 30% Unsatisfactory performance (clear fail)
Little evidence of the information, skills, theoretical, conceptual, analytical, creative or practical elements relevant to the assessment. Mainly irrelevant and/or incorrect information provided. Scant evidence of understanding of the requirements of the assessment Fail