PROGRAMME : BACHELOR OF BUSINESS

MANAGEMENT (HONS)

Course/ Planning for Media, Direct and Online Marketing.

Module:
SEGI Course Code: MKT 4414 UCLAN Module Code: MK 3053

Lecturer name: Susha Varughese Coursework Submission Date:

Alternative assessment
Release date: 27/4/2020
Due date: 12/5/2020

ASSESSMENT METHODS

Number of Form of % Size of Category of Learning

Assessment Assessment weighting Assessment/Duration assessment Outcomes
s / being
Word count assessed
1 Alternative 50% 5 Questions-2500 Essay 1 to 5
assessment words.
1 Essay 25% 2,000 words report Coursework 2&3
1 Presentatio 10% 10 mins presentation Practical 1,4 & 5
n
1 Case Study 15% 1500 word report Coursework 1,4 & 5

COURSEWORK
Regulations

Students must submit all materials supporting their coursework listed in the
deliverable section.

▪ Please make sure that you are aware of the rules concerning plagiarism. If
you are unclear about them, please consult your program
coordinator/lecturer.

Plagiarism is presenting somebody else’s

work as your own. It includes: copying
information directly from the Web or
books without referencing the material;

▪ Students will have 2 Plagiarism policies in place – double award students the
UCLAN Plagiarism policy will override SEGi Plagiarism Policy. The appended
table provides the summary of the 2 policies.
UCLAN Plagiarism Policy SEGi Plagiarism Policy
Single offence – 0 marks – affected Minor Plagiarism: poor in-text referencing
assessment to be re-submitted and student and few paragraphs being copied – stern
can only secure pass mark warning and or counseling
Repeat offended – 0 marks and no Moderate Plagiarism: copying some
opportunity to re-submit – student can paragraphs and results without in-text

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 PROGRAMME : BACHELOR OF BUSINESS
MANAGEMENT (HONS)

retake courses referencing – awarded next lower grade

Major Plagiarism; Most of the work is copied
and cases of repeat minor and major
plagiarism – Fail and re-take or suspension
or dismissal
▪ The coursework should exhibit formal research skills i.e. with a table of
content, proper citations, references, and appendixes.
▪ The coursework write up must be able to demonstrate critical analysis and
application of both theory and practical issues to the company that you have
selected.
▪ Student may include additional relevant data/information apart from the
proposed guidelines in conjunction to your research. Additional marks will be
awarded for such attempt.
▪ All written reports MUST be submitted for similarity checks to Turnitin.
▪ Extensions
Authorisation of the late submission of work requires written permission.
Your lecturer is authorised to give permission for one extension period of
between 1 and 10 working days where appropriate evidence of good reason
has been accepted and where submission within this timescale would be
reasonable taking into account your circumstances. Requests for extensions
should be made prior to the submission date as extensions cannot be given
retrospectively.

▪ Turnitin overall similarity rate should be 25% and less.

▪ Turnitin similarity rate for each sources should be 2% and less.

▪ Late submissions
If you submit work late without authorisation, a universal penalty will be
applied in relation to your work. The appended table summarises the
SEGi/UCLAN penalties.

SEGi/UCLAN Penalties
Submission within 5 working date following published deadline – given a pass
(50 marks for the component of assessment)
Submission later than 5 working days – awarded 0 marks for the component
Unauthorised late submission at supplementary will be automatically be
awarded 0marks for the component assessment

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MANAGEMENT (HONS)

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MANAGEMENT (HONS)

Learning Outcomes Assessment Criteria :

Students must demonstrate the ability to:

▪ LO1: Select and apply appropriate ▪ Understand the different theories and
theories and concepts of the role of concepts of the role of marketing
marketing communications within communications within the marketing
the marketing mix, the role and mix.
function of external and internal ▪ Appraise business and position of an
databases and appreciate how organization in a marketplace through
databases can be utilized to segment analysis and evaluation and suggest
and target specific groups of future strategies.
consumers ▪ Understand complex issues surrounding
▪ LO2: Critically appraise business the e-marketing web site and suggest
performance and the position of an possible improvements for organization.
organization in the marketplace ▪ Understand and critically examine direct
through the analysis, evaluation and marketing and demonstrate the use of
synthesis of material and suggest online technology within marketing.
future entrepreneurial and ▪ Critically appraise e-marketing website
innovative strategy and demonstrate knowledge in good
▪ LO3: Analyse complex problems and website application.
the application of appropriate
knowledge, tools/methods to the
development of an e-marketing web
site and e-marketing report for an
organization
▪ LO4: Critically analyse and examine
how direct marketing campaigns can
be tested and evaluated and
demonstrate a comprehensive
knowledge in the use of online
technology within marketing
▪ LO5: Synthesize and critically
appraise current e-marketing web
sites, demonstrate knowledge in the
application of ‘good’ web design
techniques to the development of an
e-marketing web site using a variety
of web authoring techniques

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MANAGEMENT (HONS)

ALTERNATIVE ASSESSMENT (INDIVIDUAL ESSAY)

Essay (50%)
Question: Individual Essay.

In the recent digitalized era and with the upcoming industrial revolution 4.0, it is of
utmost importance that companies keep up-to-date in the digital front of
technology. As such, choose an organisation of your choice and evaluate the
following.

● Introduce the organization and its position in the market place in terms of
target customers.(200 words)
● Evaluate some of the entrepreneurial and innovative initiatives taken by the
business in the recent times. (200 words)
● Critically discuss how the organization used its integrated marketing
communications tools (e.g. E-public relations, Direct Marketing, Sales
Promotions, Sponsorships and Advertising) during the effort of creating
awareness for these entrepreneurial projects. (700 words)
● Assess the benefits and drawbacks of the digital marketing strategies used
during the project.(700 words)
● Critically give recommendation on how the company should improve to
enhance both offline and online presence in the market by giving suggestions
on how to improve their website and digital marketing strategies.(700)

LENGTH REQUIRED
2500 words +/- 10%. Any deviation from this will be penalized.

FORMATTING AND LAYOUT

● A Microsoft Office Word Document or other relevant applications as
permitted by module lecturer/ typed using computer. Usage of typewriter or
hand - written is STRICTLY not allowed.
● 12 font size, Time New Roman font and bold title and sub titles
● A4 sized paper
● Fully justified alignment
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MANAGEMENT (HONS)

● 1½ line spacing
● Margins of 1” at top and bottom; left and right

Appendix 1: Marking Criteria for Report (50%)

No. Assessment Criteria Weight Band Marking Marks

1. Introduction of the organization and 10% Poor: 0-4

Moderate:5-7
positioning in the market place. Good: 8-10
2.Entrepreneurial and Innovative initiatives 10% Poor: 0-4

Moderate:5-7
taken by the company.
Good: 8-10
3.Use of IMC tools to create awareness. 20% Poor: 0-9

Moderate:10-15

Good: 16-20
4Effectiveness of the digital marketing 30% Poor: 0-14

strategies implemented. Moderate:15-20

Good: 21-30
5Recommendation on how to make its 30% Poor: 0-14

presence online and offline stronger. Moderate:15-20

Good: 21-30
5.Report Presentation

● Appropriate citation and

references
● Style and readability including
proper organisation of
answers.
● Involvement and critical
discussion
● Overall presentation
/100

/50

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MANAGEMENT (HONS)

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