Understanding of the importance of, and mechanisms for, control and evaluation within marketing management 4. Understanding key trends in marketing management Skills Based Outcomes: 1. Analysis of information and/or a situation 2. Problem solving and decision making 3. Reading, synthesizing and reporting of current marketing management topics You are strongly advised to carefully read all instructions Your Task: Select a passionflower with a presence in the ASK. You are to undertake research into your chosen airline and the sector within which it operates.
Produce an individual report in which youngness and evaluate airline’s marketing strategies, activities and practices. It is expected that you will support your analysis: tit evidence (such as, illustrative examples of what the organization is currently doing, data, relevant citations from referenced sources, etc) by applying relevant marketing tools and techniques to support the analysis providing a clear insight into the contribution of marketing to the success of the organization. You are advised to pay particular attention to the learning outcomes to ensure that you are satisfying them in your work.
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Provide an individual report in which hydrogenates, through the application (not description! ) of relevant theory and evidence, how your chosen organization as adopted the marketing concept and the contribution that this makes to the organization’s success. You are expected to address the marketing mix and other relevant marketing practices in your work. SUBMISSION The work submitted for assessment must be original – if there is evidence of any work that is not wholly attributable to you, the University’s policy on Cheating, Collusion and Plagiarism will be applied.
You are required to submit assessed work through ‘Duration’s Liveliness prior to submitting it on JAR. Submit a soft copy of your work along with threatening’ receipt to JAR. You are tryingly advised to ensure that you retain a copy of your work . The penalty for non-submission of assessed work through Turning is that the mark is withheld, and the assessment board may deem the work to have failed. You may submit drafts through ‘Turning’ prior to submission to generate reports. The last submission prior to the deadline will be deemed to be the final submission for assessment purposes.
Please note it could take up to 24 hours for a ‘turning’ report to generate after the first submission. THE MARKING CRITERIA The combined marking criteria and grading framework is provided overleaf STUDENT GUIDANCE FOR THE TASK The assessment needs to be referenced using the Harvard system of referencing and include a list of references at the end of the assessment The assignment is in one part and counts for 100% of the overall module mark. The University’s Regulations concerning Cheating, Collusion and Plagiarism apply to this assignment YOUR WORK MUST BE WORD-PROCESSED.
MARKING SCHEME 1st (70+96) An excellent assignment. It demonstrates a high level of understanding of the learning outcomes. The work provides evidence of significant understanding of marketing management theory and its application to the selected organization. All decisions are logical, coherent and fully justified and explained succinctly and cogently. The presentation is of a very high standard demonstrating a professional approach which is generally free of errors. (60-69%) A very good assignment. It demonstrates a reasonably high level of understanding of the learning outcomes.
The work provides evidence of understanding of marketing management theory and its application to the selected organization. All decisions are logical, justified and explained however are less strong in terms of insight and originality. The presentation is of a high standard and predominantly free from errors. 2. (50-59%) A good assignment. It demonstrates a sound understanding of the learning outcomes. The work provides evidence of understanding of marketing management theory and its application to the selected organization, although this may be somewhat limited.
Most decisions are appropriate however are less strong in terms of insight, logic and originality. The presentation is adequate. 3rd (40-49%) A satisfactory assignment. It demonstrates an understanding of the learning this is limited. Decisions are appropriate however lack coherence, insight and logic. The presentation is adequate, but lacks cohesion. Grade F Unsatisfactory assignment. It demonstrates a lack of understanding of the learning outcomes. It contains some elements of marketing management applied to the context however is not wholly appropriate.
The work lacks logic, coherence, originality and insight. The presentation is poor with a number of errors. Generic Assessment Criteria – Interchangeability’s degree These should be interpreted according to the level at which you are working Categories Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature Pass 86 – 100% The work examined is exemplary and provides clear evidence of a complete rasp of the knowledge, understanding and skills appropriate to the Level of the qualification.
There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse. 76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.
There s also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse and there may be some evidence of originality 70 – The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.
There is also clearly articulated t evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse. 0 – Directly relevant to the requirements of the assessment A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein Good analysis, clear and orderly Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s) May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice.
Well written, with standard spelling and grammar, in a readable style with acceptable format Critical appraisal of up-to- date and/or appropriate literature. Recognition of different perspectives. Very good use of source material.
Uses a range of sources 50 – Some attempt to address the requirements of the assessment: may drift away from this in less focused passages Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic Competently written, with only minor lapses from standard grammar, with acceptable format Uses a variety of literature which includes some recent texts and/or appropriate literature, though to necessarily including a substantive amount beyond library texts. Competent use of source material. 0 _ Some correlation with the requirements of the assessment but there are instances of irrelevance Basic understanding of the subject but addressing a limited range of material Largely descriptive or narrative, with little evidence of analysis A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence Some evidence of a view starting to be formed but mainly derivative. A simple basic style but with significant efficiencies in expression or format that may pose obstacles for the reader Some up-to-date and/or appropriate literature used. Goes beyond the material tutor has provided. Limited use of sources to support a point.
Fail 35 – Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms A limited understanding of a narrow range of material Heavy dependence on description, and/or on paraphrase, is common Little evidence of coherent argument: lacks development and may be repetitive or thin Almost wholly derivative: the writer’s contribution rarely goes beyond simplifying rephrase Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style Barely adequate use of literature. Over reliance on material provided by the tutor. The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration. 30-34% The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.