Posted: September 16th, 2017

Marketing Strategy

Marketing Strategy

Distributed on:        Hand in Date:    Please refer to the assignment hand-in schedule

Instructions on Assessment:

Part B   Individual Marketing Strategy Report                       (75%)

•    Write up a report based on Case Study 2 (Strategy Formulation at Zanzibar), addressing the following questions, maximum length – 2,500 words.

1.    Carry out a TOWS analysis using the case study as a base but adding up-to date internal & external data and information.
2.    Recommend appropriate promotional strategies for Zanzibar to become a popular holiday destination in the global market.

Notes:-

1.    You should carry out your own research using academic journals for theories as well as market reports etc for external analysis.

2.    You should not contact the case study companies.

3.    Any information in the case study cannot be changed, but the case study is set in today’s world.

4.    This assignment is due to be submitted to the Programme Office, by no later than (see Assignment Schedule).  Assignments received after this time will be given a mark of zero as per University Policy.

Report Assessment Criteria

The specific assessment criteria to be used to establish the actual mark awarded for this individual part of the assignment, is as follows:

•    Presentation (professional report format, writing mechanics, correct referencing, etc) 10%
In answering the questions set you are expected to:-
•    Carry out secondary research to justify your marketing strategy. 25%
•    Critically appraise relevant marketing theories associated with the questions, based upon a review of literature  (level of criticality, scope and relevance of literature, etc.) 25%
•    Apply a literature discussion to the questions set (rigor, relevance, creativity, etc.)  25%
•    Conclusions  (appropriateness; in line with specified task, etc.) 15%

Submission of Individual Assignment:

All assignments must be submitted via the Programme Office.  Each assignment must be accompanied by an Assessed Work Form which must be completed in full.  The assignment will not be accepted by the Programme Office unless the form is completed correctly.

Marked assignments will be returned to students.  It is advisable to retain a copy of your assignment for you own records.  Your mark will be returned on the Assessed Work Form via the Postgraduate Programme Office.

Referencing your work

The APA method of referencing uses the author’s name and the date of the publication. In-text citations give brief details of the work you are referring to in your text. References are listed at the end of the text in alphabetical order by the author’s name.  The general format of an electronic journal reference in the APA style is shown below:

Coutu, D. (2009). Why Teams Don’t Work. Harvard Business Review, 87(5), 98-105. Retrieved 29th April 2012 from EBSCO http://searchebscohost.com

Author/s name and initials are listed first, followed by year of publication in brackets.  Then there is the title of article and the journal where the article appears, which is in italics.  Then state the volume and issue number (in brackets) along with the pages where article can be located. Finally add the date the article was retrieved and then the name of the database, followed by the web address. Wherever possible use the homepage URL rather than the full and extended web address.

For further information on why it is important to reference accurately go to the Referencing and Plagiarism topic in Skills Plus available from the Library website:

www.northumbria.ac.uk/skillsplus

You will find other useful help guides on Skills Plus to help you with the skills involved in writing your assessments and preparing for exams.

For further information on the APA style of referencing see the Concise Rules of the APA Style and the APA website http://www.apastyle.org/

Plagiarism and Cheating

Your attention is drawn to the University’s stated position on plagiarism. THE WORK OF OTHERS, WHICH IS INCLUDED IN THE ASSIGNMENT MUST BE ATTRIBUTED TO ITS SOURCE (a full bibliography and a list of references must be submitted).

Please note that this is intended to be an individual piece of work.  Action will be taken where a student is suspected of having cheated or engaged in any dishonest practice.  Students are referred to the University regulations on plagiarism and other forms of academic irregularity.  Students must not copy or collude with one another or present any information that they themselves have not generated.

Assessment Criteria (NBS)
The first column indicates the general assessment criteria used within NBS the second column indicates the specific criteria used when marking your assessment.

Mark Range    Grade    Generic Assessment Criteria    Module Assessment Criteria
70-100

Distinction    Excellent work providing evidence to a very high level of the knowledge, understanding and skills appropriate to level 7. All learning outcomes met, many at high level. Marks at the high end of this range indicate outstanding work where all learning outcomes are met at a high level. Excellent in all or most of: use of primary sources of literature from a range of perspectives; development of analysis and structure of argument; critical evaluation and creative use of theory, research methods and findings; presentation of information to the intended audience    Impressive amounts of theory, well synthesised to present detailed solutions. Clear understanding of how knowledge would assist in reality.  Reflections on the limitations of knowledge in the light of practical application.  May suggest new insights into the problem and adaptation of theory.
60-69

Commendation    Commendable work providing evidence to a high level of the knowledge, understanding and skills appropriate to level 7. All learning outcomes met, many are more than satisfied. Good in all or most of: use of up-to-date material from a variety of sources; development of analysis and structure of argument; critical evaluation of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience    Good depth and breadth of knowledge.  Clear that it is being used to solve the problem in a logical way. Level of detail is high.  Concepts brought together to present synthesised solutions.

55-59    Pass    Satisfactory work providing evidence of the knowledge, understanding and skills appropriate to level 7. All learning outcomes are met. Satisfactory in all or most of: use of relevant material from a variety of sources; development of analysis and structure of argument; evaluation of theory; application of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience.       Satisfactory amount of knowledge used, but lacks depth and / or breadth..  Could be clearer as to why particular theory is being used.  Issues are understood but there is a lack of clarity.
50-54    Pass
Adequate work providing evidence of the knowledge, understanding and skills appropriate to level 7 but only at a bare pass level. All learning outcomes are met (or nearly met and balanced by strengths elsewhere). Adequate in all of (or most of, with balancing strength elsewhere): use of relevant material; development of analysis and structure of argument; evaluation of theory; application of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience.    Adequate amount of knowledge used, but could be more.  Not always clear as to why particular theory is being used.  Issues are understood and there is some clarity.

40-49    Fail    Work is not acceptable in providing evidence of the knowledge, understanding and skills appropriate to level 7. However a majority of the learning outcomes are met and others are nearly satisfied. Adequate in most but not all of the following aspects : use of relevant material; development of analysis and structure of argument; evaluation of theory; application of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience    Limited amount of knowledge used.  Attempts to use knowledge to solve problems, but areas still not well explained or easy to understand.  Not clear that knowledge is understood.
1-39    Fail    Work is not acceptable and provides little evidence of the knowledge, understanding and skills appropriate to level 7. Few of the learning outcomes are met. Inadequate in some of the following aspects or seriously inadequate in at least one: use of relevant material; development of analysis and structure of argument; evaluation of theory; application of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience.    Limited amount of knowledge used.  Often used at an inappropriate level.  Unclear as to how knowledge presented solves the problem.
0    Fail    Work not submitted OR Work giving evidence of serious academic misconduct (subject to regulations in ARNA Appendix 1) OR Work showing no evidence of the knowledge, understanding and skills appropriate to level 7. None of the learning outcomes are met     As Generic Assessment Criteria.