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Coursework Guidelines

This document provides guidelines for coursework assignments in MKT3114/3074 Strategic Marketing at Sunway University Business School. It outlines two assignments: an individual essay worth 20% and a group case study and presentation worth 30%. For the individual essay, students must write a 2,500 word essay critically discussing the ethical practices of a selected company and their marketing implications. The group assignment involves writing a 4,000 word case study report and oral presentation on a multinational company's marketing strategies, to be completed with a group. The document provides detailed submission instructions and assessment rubrics for both assignments.

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0% found this document useful (0 votes)
85 views13 pages

Coursework Guidelines

This document provides guidelines for coursework assignments in MKT3114/3074 Strategic Marketing at Sunway University Business School. It outlines two assignments: an individual essay worth 20% and a group case study and presentation worth 30%. For the individual essay, students must write a 2,500 word essay critically discussing the ethical practices of a selected company and their marketing implications. The group assignment involves writing a 4,000 word case study report and oral presentation on a multinational company's marketing strategies, to be completed with a group. The document provides detailed submission instructions and assessment rubrics for both assignments.

Uploaded by

Anonymous PFXDrO
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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SUNWAY UNIVERSITY BUSINESS SCHOOL

Department of Marketing

BACHELOR OF SCIENCE (HONS) IN BUSINESS STUDIES & BACHELOR


OF SCIENCE (HONS) MARKETING

MKT3114/3074 STRATEGIC MARKETING


SEMESTER: MARCH 2018

COURSEWORK GUIDELINES

INSTRUCTIONS TO CANDIDATES

1. There are THIRTEEN (13) pages in this Assignment including the cover page.
2. All assignments compiled in this booklet will contribute 50% to your final grade.
3. The assignment must be typewritten on A-4 size paper and single sided. Work should
be presented in a folder, with a cover sheet, which includes your name, unit number,
tutor's name, and the essay/group report topic.

IMPORTANT

The University requires students to adhere to submission deadlines for any form of
assessment. If an assignment is submitted after its due date, the following penalty
will be imposed:
● One to two days late : 20% deducted from the total marks awarded.
● Three to five days late : 40% deducted from the total marks awarded.
● More than five days late : Assignment will not be marked.

Example:
A student scores 60 marks for an assignment that has a total mark of 100. If the assignment
is submitted one day late, the marks awarded will be 48 marks (80% x 60).

1
1) Individual Essay Question: 20%

An individual essay will be given to monitor the student’s progress on the understanding of
the lectures to date and for students to present justifiable strategic solutions that are
innovative, flexible and sustainable which will add value to an organisation. Students will be
given the following essay discussion question:

Choose any one company and review its ethical practices. Describe its ethical practices and
critically discuss the marketing implications of its ethical standards. The essay will be
scheduled in WEEK 5 (Wednesday, April, 2018).

Word limit: 2,500 words (+/- 10%) - this word limit does not include ‘administrative
sections’. You are required to record the word count at the conclusion of your essay, prior
to the references. This essay also requires you to include in-text citations where necessary
and a reference list at the end of the essay. You may include diagrams and/or tables to
explain your key points.

Assignment submission instructions

The following guidelines will assist you in completion and submission of the essay
assignment:
I. Assignments must be typed in 1.5 line space using Times New Roman in font size
12 point. It is the student’s responsibility to submit the assignment on the due date.
You must keep a copy of all your assignments.
II. Your assignments must be word processed on A4 size paper and stapled on the top
left-hand corner. No folders or files will be accepted. Please keep adequate margins
on all sides.
III. Attempt to fully utilise your acquired knowledge in the unit for completion of the
assignment. Also, clearly acknowledge all sources of information in an appropriate
manner. The APA system of referencing is the preferred style of references in the
school. The general rule for the use of bibliographies is that all references/endnotes
are cited in alphabetical order.
IV. You are expected to prepare and present your work in a professional manner.
Attention to basic elements of expression – spelling, punctuation, and grammar is
essential.

Submission mode

You may submit the hard copy of your assignments by handing it to the lecturer during
classes. Hardcopies should also be submitted with the official assignment cover page
available at the Sunway University Business School Administration Office. Fax or
electronic lodgements are not acceptable. In addition, you are required to submit a copy
to Turn-it-in for plagiarism checking. Note that, with the exception of references, your
assignment should not exceed 15% suspected plagiarism on Turn-it-in. Your assignment
is not considered submitted until you have submitted both versions.

2
2) Group Assignment – Case Study Writing (Group Assignment & Oral Presentation):
30%

A business case study describes an actual situation, normally containing a decision,


challenge, opportunity, problem or issue faced by a company. A business case contains
relevant data about the issue available to the company in the case, plus its background
information. You and your group members need to choose a major multinational company,
and it is expected that the company of your choice is operating in most of the major markets
of the world. Critically assess the company’s background and its implementations of
marketing strategy (ies); and write a case study for your group assignment in this subject.
Your case study report should include (but not limited to) the following:
 An introduction that provides a description and background information of the company.
 The company’s motives for long term growth, the target markets and the methods of
market entry.
 Customer relationship management.
 The implementation of the marketing mix should be discussed and the success (or
otherwise) of its marketing strategy (ies) should be evaluated.
 Current marketing plans for future development.
 Suggestions for improvement.
 Reflective report*.
*this is a compulsory section, a maximum of 500 words (+/- 10%, not included in the overall word count).

The case study must be presented in both written report and an oral presentation (i.e. the
oral presentation must reflect the written report).

Word limit: 4,000 words (+/- 10%) - this word limit does not include ‘administrative
sections’ and reflective report of the assignment. You are required to record the word count
for your report at the conclusion of your report, prior to the references.

The lecturer will work with each assignment group in developing the case study. Each
assignment group should schedule an appointment to meet with the lecturer at least two
weeks before the presentation date. The purpose of the meeting is to discuss the
presentation plans, and to provide the group members any additional information that may
be available. Each group member should participate in the oral presentation. The time
allocated to each oral presentation is about 20 minutes, inclusive of Q & A session.

Assignment submission instructions

The following guidelines will assist you in completion and submission of the assignments:
V. Assignments must be typed in 1.5 line space using Times New Roman in font size
12 point. It is the student’s responsibility to submit the assignment on the due date.
You must keep a copy of all your assignments.
VI. Your assignments must be word processed on A4 size paper and stapled on the top
left-hand corner. No folders or files will be accepted. Please keep adequate margins
on all sides.
VII. Attempt to fully utilise your acquired knowledge in the unit for completion of the
assignment. Also, clearly acknowledge all sources of information in an appropriate
manner. The APA system of referencing is the preferred style of references in the
3
school. The general rule for the use of bibliographies is that all references/endnotes
are cited in alphabetical order.
VIII. You are expected to prepare and present your work in a professional manner.
Attention to basic elements of expression – spelling, punctuation, and grammar is
essential.

Submission mode

You may submit the hard copy of your assignments by placing it in the box outside the
lecturer’s office or hand it to the lecturer during classes. Hardcopies should also be
submitted with the official assignment cover page available at the Sunway University
Business School Administration Office. Fax or electronic lodgements are not
acceptable. In addition, you are required to submit a copy to Turn-it-in for plagiarism
checking. Note that, with the exception of references, your assignment should not exceed
15% suspected plagiarism on Turn-it-in. Your assignment is not considered submitted
until you have submitted both versions.

4
Assignment Rubrics: Individual Essay (20%)

ASSESSMENT Description Weightage Poor Pass Satisfactory Good Excellent


(%) (F) (D) (C) (B) (A)
(<39% full marks) (40-49% of full marks) (50-59% of full marks) (60-69% of full marks) (>70% of full marks)
Identify and Able to identify 5 No/unclear identification Minimum attempts of Adequate attempts of Good identification of Comprehensive identification
analyse problems problems. of problem(s) identification of identification of issue(s)/problem(s) with of issue(s)/ problem(s) which
problem(s) but at problem(s) but at some simplistic is/are clearly stated and
superficial level. superficial level. explanations. explained.

Able to analyse 5 No/unclear attempts at Minimum attempts at Adequate attempts at Good analysis of Comprehensively link
problems analysing problem(s) analysing problem(s) analysing problem(s) problem(s), with some components of the problem(s)
which remains at which remains at attempts at depth but with depth of analysis.
superficial level superficial level mainly remains simplistic

Propose Able to propose 30 No solution or Minimal solution(s) Adequate solution(s) Good but generic Comprehensive solution(s)
alternative alternative inappropriate solution(s) is/are proposed with is/are proposed with solution(s) is/are is/are thoroughly discussed,
solutions to solution(s) to proposed limited relevance / limited relevance/ proposed proposed and communicated
problems problems. appropriateness appropriateness clearly

Able to examine 30 No/unclear attempt to Minimum attempts at Adequate attempts at Good but generic Comprehensive explanations
the alternative examine solution(s) examining solution(s) examining solution(s) explanation(s) and with for proposed solution(s),
solutions provided which have limited which have limited relevant support for supported by evidence
relevance or clarity relevance or clarity proposed solution(s).

Make Able to make 10 No/unclear Minimal Adequate Good recommendation(s) Comprehensive


recommendations recommendations recommendation(s) are recommendation(s) recommendation(s) is/are made which is/are recommendation(s) based on
based on strong made is/are made which have is/are made which have based on some facts and relevant facts and evidence.
facts and limited relevance or limited relevance or evidence.
evidences clarity clarity

Communicate Able to 10 Written work contains Written work contains Written work has a few Written work exhibits Written work exhibits mature
through clearly communicate inadequate organisation, inadequate well-developed, logical some well-developed, treatment of content,
structured and ideas through a unstructured sentences organisation, and relevant ideas but logical and relevant ideas. exhibiting well-developed
organised written structured and with major gross errors unstructured sentences sometimes difficult to Written work meets logical and relevant ideas and
work organized written and unacceptable writing with many errors and understand. Written expectations with some it is effectively organized,
work using skills. limited writing skills. work still meets occasional unstructured developed and easy to
appropriate expectations with some sentences and understand. Written work
language. structured sentences gross/minor errors. meets expectations.
and errors.

5
Able to display 10 No evidence of having Some evidences of Adequate Evidence of reading Strong evidence of
appropriate read any of the core texts having read core texts understanding of core beyond core texts and independent reading beyond
referencing and materials. Incorrectly and materials. Used texts and materials. materials. Formatting is in core texts and materials.
formatted or no academic only a few academic Use some quality compliance to required Correct formatting in both
resources included in the resources, academic resources, standard, most academic reference list and throughout
report. inappropriate style of appropriate style of resources are of good the report.
citation in text and citation in text and quality (included among
errors in formatting the some errors in many other supporting
reference list. formatting the reference references from textbook
list. and websites).

TOTAL
___________/100 marks = ________/20%

REMARKS

6
Sunway University Business School (SUBS)
Department of Marketing
Course Title and Code: MKT3114 Strategic Marketing
Semester: March 2018
GROUP ASSIGNMENT & PRESENTATION EVALUATION FORM

Students’ Details
1. Name and ID No. : ________________________________
2. Name and ID No. : ________________________________
3. Name and ID No. : ________________________________
4. Name and ID No. : ________________________________
5. Name and ID No. : ________________________________

Assignment Rubrics: Case Study Report: 15%


Poor Pass Satisfactory Good Outstanding
Assessment Criteria % (F) (D) (C) (B) (A)

Introduction of the case 15 Unfocused introduction Introduction provides some Introduction contains all Effective introduction that Excellent introduction that
study: Overview, company and missing elements of ideas as to the purpose of elements, but could be more provides a clear provides a provides a clear, originally
background, company’s the introduction. the case study but missing effectively written; synopsis of clearly written synopsis of the written synopsis of the
offering, purpose, market some important elements. the case study and a clear case study and a clear case study and a clear
contexts and use of concepts indication of the sub-topics to indication of the sub-topics to indication of the sub-topics
and theories. be discussed in the ‘body’ of be discussed in the ‘body’ of to be discussed in the
this review. this review. ‘body’ of this review.

7
Body: Subject 35 Demonstrate no Demonstrate limited Demonstrate some Demonstrate considerable Demonstrate a thorough
knowledge/relevant content. understanding of content understanding of content of understanding of the case understanding the case study. understanding of the case
of the case study and can’t the case study and appeared study. Student is comfortable Student is at ease with study.
relate the case study to the to have little grasped of with information and is able to demonstrating knowledge by Student demonstrated full
concepts of the subject information related the case briefly relate the case study to relating the case study to the knowledge by relating the
material. study to the concepts of the the concepts of the subject concepts of the subject case study to the concepts
subject material. material. material. of the subject material.
Organisation and 10 Organisation and structure The structure of the case Some structure of the case Structure of the case study is Structure of the case study
Structure: Logical flow of detract from the message study is not easy to follow. study is fairly clear. Points fairly clear and easy to follow. is very clear and easy to
points presented in each of the writers. Points Points presented are each presented in each section are Points presented in each follow. Points presented in
section. presented in each section section provides little somehow connected. section are fairly connected. each section are strongly
are not connected. connection. connected.
Conclusion: Draws logical 10 Little or no attempt to Weak attempt to conclude Some attempt to conclude Good attempt to conclude Excellent synthesis of the
deduction and sums up the conclude discussion. discussion. discussion. discussion in a realistic, logical main points in reference to
main points in reference to and concise manner. underlying themes.
underlying themes.
Link to theory: Application 10 Little or no attempt to Weak attempt to include the Some attempt to include the Good attempt to include the Excellent synthesis of the
of theoretical concepts in the include any theoretical theoretical application into theoretical application into the theoretical application into the theoretical concepts into
review. application into the review the review of the case study. review of the case study. review of the case study. the review of the case
of the case study. study.
Expression and 10 No skills in expression and Limited skills in expression Adequate skills in expression Well-developed skills in Highly developed skills in
presentation appropriate presentation. Inaccurate and presentation. and presentation. Some expression and presentation. expression and
to the discipline: Overall and inconsistent in accuracy and consistency in Accurate and consistent presentation. Accurate
presentation of the report – discussion. discussion. discussion. and consistent discussion.
correct grammar & spelling,
kept to word limit.
Reading & Referencing: 10 No evidence of having Some evidence of having Adequate understanding of Evidence of reading beyond Strong evidence of
Demonstrates knowledge of read any of the core texts read core texts and core texts and materials. Use core texts and materials. independent reading
relevant literature through and materials. Incorrectly materials. Used a few less than five quality Correct formatting used, more beyond core texts and
correct citation of quality formatted or no academic academic resources, academic resources, than four quality academic materials. Perfect
academic and other works in resources included in the inappropriate style of citation appropriate style of citation in resources included among formatting in both
preparing the report. report. in text and errors in text and some errors in many other supporting reference list and
formatting the reference list. formatting the reference list. references from textbook and throughout report.
websites.

TOTAL /100*

* Total mark to be converted to 15%

8
Sunway University Business School (SUBS)
Department of Marketing
Course Title and Code: MKT3114 Strategic Marketing
Semester: March 2018
Group Peer Evaluation
(Group Assignment Contribution)

Student’s Detail *Contribution Signature


No
Student ID &
Last Name First Name
1 2 3 4 5
IC/Passport

1 2 3 4 5
1.

1 2 3 4 5
2.

1 2 3 4 5
3.

1 2 3 4 5
4.

1 2 3 4 5
5.

* Please include every member’s detail and appraise every individual overall contribution accordingly by
using following scale:

Very Poor Poor Average Good Very Good


1 2 3 4 5

Comments (If any):


_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

9
Note: Please attach this form together with your assignment. A peer evaluation form is
to be completed by each group. The member of the group will jointly come to an
agreement on the contribution made by each member. The purpose of this activity is to
ensure that all group members contribute their individual share of the work-load. Place
all peer evaluation sheets in a ‘sealed envelope’ for submission together with the final report.

IMPORTANT:

The following penalty will be imposed based on the agreed contribution score:
● Contribution Score 5: No marks deduction will be made.
● Contribution Score 4: 5% will be deducted from the total marks awarded.
● Contribution Score 3: 10% will be deducted from the total marks awarded.
● Contribution Score 2: 15% will be deducted from the total marks awarded.
● Contribution Score 1: 20% will be deducted from the total marks awarded.

Example:
 If the group assignment scores 60 marks out of 100 marks and the contribution score for
a group member is 3, then the marks awarded to the member will be 54 marks (90% x
60 marks). Total deduction is 6 marks.

 If the group assignment scores 60 marks out of 100 marks and the contribution score for
a group member is 1, then the marks awarded to the member will be 54 marks (80% x
60 marks). Total deduction is 12 marks.

 If the group assignment scores 100 marks out of 100 marks and the contribution score
for a group member is 3, then the marks awarded to the member will be 54 marks (90%
x 60 marks). Total deduction is 10 marks.

 If the group assignment scores 100 marks out of 100 marks and the contribution score
for a group member is 3, then the marks awarded to the member will be 54 marks (80%
x 60 marks). Total deduction is 20 marks.

10
Sunway University Business School (SUBS)
Department of Marketing
Course Title and Code: MKT3114 Strategic Marketing
Semester: March 2018
Assignment Rubrics: Group Oral Presentation: 10%

Poor Pass Satisfactory Good Outstanding


ASSESSMENT: (F) (D) (C) (B) (A)

PRESENTATION CONTENT: (80%)


Subject knowledge/ Demonstrate no Demonstrate limited Demonstrate some Demonstrate considerable Demonstrate a thorough
Relevant Content (50%) understanding of content for understanding of content for understanding of content for understanding of content for understanding of content for
presentation and can’t presentation and appeared to presentation. Student is presentation. Student is at ease presentation.
answer questions about the have little grasped of comfortable with information with demonstrating knowledge. Student demonstrated full
subject. information. and is able to answer only Tie-in to book was present and knowledge and depth of
rudimentary questions clear, and quotes were relevant. understanding that went beyond
mere detail. Tie-in to book was
clear, often and quotes were
insightful.
Logical Structure/ No evidence of planning Little planning and Planning and organization of Planning and organization of Planning and organization of
Flow of Argument (10%) and organization of organization of presentation is presentation is somewhat presentation is considerably presentation is thorough (e.g.
presentation. No apparent polished and divided in a polished and divided. polished and divided. Sequence numbering), polished and
logical order of limited way. of information is well-organized divided. Sequence of
presentation. for the most part. information is well-organized for
all part with smooth transitions.
Critical Evaluation of Topic No evidence of effective Little use of critical and Uses critical and creative Uses critical and creative Uses critical and creative
(10%) critical and creative thinking creative thinking processes thinking processes with some thinking processes with thinking processes with a high
processes with limited effectiveness effectiveness considerable effectiveness degree of effectiveness

11
Overall Impression (10%) Very poor Poor Fair Good Very Impressive

PRESENTATION STYLE: (20%)


Time management (5%) Greatly exceeding or falling Exceeding or falling short of Presentation may be slightly Utilised the allotted time. Fully utilised the allotted time.
short of allotted time. allotted time. over or under allotted time. Allocated presentation and Allocated presentation and
question time. question time. Equally
distributed and well managed.
Use of Visual Aids/Visibility Student uses superfluous Diagrams and / or graphs Visual aids explain and related Visual / multimedia elements The combination of visual and
(5%) diagrams and/ or graphs or relate to the questions but not to the questions. Standard and and content combine effectively multimedia elements with words
no visual aids. correctly labeled. Font size in consistent font size in slides. to deliver a high impact and ideas takes communication
slides is too small. Black and Highlighting the important key message with the visual and persuasion to a very high
white. words. representations and the words level, superior to what could be
reinforcing each other. Short accomplished with either alone.
and précised points and utilized The mixture brings about
colours. synergy and dramatic effects
which reach the intended
audience.
Originality/Creativity (5%) Material presented with no Material presented with little Some apparent originality Apparent creativity and Creative and exceptional use of
interpretation or originality. interpretation or originality. displayed through use of originality displayed through use material that clearly relates to a
original interpretation or of original interpretation or focused, abundance of various
presented materials. presented materials. supported material. Variety in
presentation techniques.
Class Involvement / Did not attempt to engage Little attempt to engage Some attempt to engage Engaged audience and held Engaged audience and held
Engagement / Interactivity/ audience audience. One way audience. Little interaction. their attention most of the time their attention throughout with
Entertainment value (5%) communication. by remaining on topic and creative articulation,
presenting facts with enthusiasm, and clearly focused
enthusiasm. Two way presentation. Two way
communication communication with deeper
interaction

TOTAL /100*

* Total mark to be converted to 10%

12
Sunway University Business School (SUBS)
Department of Marketing
Course Title and Code: MKT3114 Strategic Marketing
Semester: March 2018

GROUP ASSIGNMENT & ORAL PRESENTATION MARK SHEET

Students’ Details
1. Name and ID No. : ________________________________
2. Name and ID No. : ________________________________
3. Name and ID No. : ________________________________
4. Name and ID No. : ________________________________
5. Name and ID No. : ________________________________

Mark Allocation:
Assessment Criteria Marks Marks
Allocated Obtained*
I Written Report – Case Study Report 15%

II Reflective Report 5%
III Group Oral Presentation 10%

Total Marks 30 marks


*Marks obtained will be based on group peer evaluation

Comments / Feedback (if any)


________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

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