Individual Assignment Brief & Instructions

Module: Marketing

Module Code: QB 2007

Date of Issue: 25th October, 2020

Submission Deadline: 12pm, Sunday 22nd November 2020

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General Instructions:

Word Count: 1, 000 words. This excludes, Cover Sheet, Table of Contents, References and
Appendices. Word count should not be exceeded (an allowance of +/ - 10% of the stated value is
allowed).

Referencing: The Harvard Reference Standard should be used for all submission. For guidance on
use please see this guide: Harvard Referencing Standard Guide

Figures & Tables: All figures and tables should have a number, clear description and note any source
reference(s) used in their creation.

Presentation and Submission of Assignment:

1. Assignments should be typed using 11-point font size (Arial), with 1½ line spacing and a 4 cm
margin on the right-hand side of the page. All pages must be numbered.

2. Your briefing note must be submitted via MyAberdeen by 12pm on Sunday Thursday 22nd
November, 2020.

IMPORTANT: ALWAYS RETAIN AN ELECTRONIC COPY OF YOUR ASSIGNMENT

Individual Assignment Task: Critically evaluate a marketing model/concept of

your choice.
Critical Briefing Note
The critical briefing note should be an individual piece of work consisting of approximately 1, 000
words (plus or minus 10%, not including references). You may base your note on any marketing
model/concept that you have been introduced to on the course. However, it would be beneficial if
you were to conduct further background research and make comprehensive recommendations to
support your central line of discussion.

You should, where appropriate, make reference to academic journal articles or examples derived
from contemporary marketing practice where insight may support your analysis. If you include
statistical data this must also be correctly referenced and these sources, together with any academic
or reported material, must be included in a reference section attached to your report.

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Submission date:

Critical briefing notes must be submitted via MyAberdeen by 12pm on Sunday 22nd November,
2020.

Please ensure you use the Harvard Referencing Standard.

For guidance on the Harvard Referencing Standard, please see this guidebook:
https://libweb.anglia.ac.uk/referencing/files/Harvard_referencing_2016.pdf

Essay to be submitted in either MS Word.

Specifications and Requirements:

The critical briefing note must have a completed Submission Cover Sheet accompanying it.

Note: Late submissions will receive a penalty as per the University‘s Regulations and Guidelines.

Your answers to the question will be assessed on the basis of: Structure, Content and Presentation.

In terms of the Structure, students are reminded that critical briefing notes should be written in a
business like, professional style with an executive summary, and points and ideas clearly
enumerated and explained. Think about the structure of the note with particular focus on the
sections that you think are important. Don’t forget to include a conclusions and recommendations
section. You may also want to include an appendix section for additional and supporting material
that may be of use to the reader.

In terms of the Content, students must demonstrate: [i] knowledge of the marketing model/concept
in question; [ii] the ability to search out additional (relevant) material to that given in the lecture; [iii]
the ability to collate material into logical and coherent lines of reasoning in a critical and analytical
fashion; and [iv] the ability to inform the reader whilst answering the question.

In terms of Presentation, your critical briefing note should be typed. All Figures, Charts and Diagrams
must be labelled and referred to in your text.

Finally, please ensure that your work is written in your own words. A written piece of work cannot be
a simple ‘cut and paste’ of material found on the web or in journals or books. Moreover, you must
accurately acknowledge the contributions of others (i.e. your work must properly reference quotes,
ideas etc.). A full list of the references you use (listed alphabetically and by surname) must be
included at the end of your work – use the Harvard Referencing System.

Stephen Fettes (October, 2020)

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 QB 2007 Marketing – Individual Assessment

Critical Briefing Document - Grading Rubric

Students will be able to explain concepts/models in the context of marketing.

Trait Does not meet Meets expectations Exceeds expectations CGS

expectations
Explanation of marketing Limited explanation of
concepts/models marketing
concepts/models.
Depth of knowledge of Limited depth of
marketing knowledge of marketing
concepts/models. concepts/models.
Ability to use Limited ability to use
concepts/models to concepts/models to
transform marketing transform marketing
practice. practice.
Ability to explain
marketing
concepts/models.
Ability to understand
marketing
concepts/models.
Ability to use
concepts/model to
transform marketing
practice.
Grade
Demonstrable ability to
understand and critically
reflect upon marketing
concepts/models.
Demonstrable ability to
understand marketing
concepts/models in detail.
Demonstrable ability to
clearly use
concepts/models to
transform marketing
practice.

Students will be able to engage with academic and practical insight in the context of marketing.

Trait Does not meet Meets expectations Exceeds expectations CGS

expectations Grade
Ability to search out Limited ability to identify Ability to identify relevant Demonstrable ability to identify a
additional relevant additional relevant additional material from range of relevant additional
material to that given material. academic journal articles material from academic journal
in the lecture and/or industry insight. articles and/or industry insight.
Ability to collate Limited ability to use Ability to use material to Demonstrable ability to use
material into logical material to construct a construct a logical and material to construct a logical and
and coherent lines of logical and coherent line of coherent line of reasoning. coherent line of reasoning.
reasoning in a critical reasoning.
and analytical fashion
Ability to inform the Limited ability to answer Ability to answer aspects Demonstrable ability to answer the
reader whilst the question. of the question. question
answering the question

Students will gather information and use it to modify concepts/models.

Trait Does not meet Meets expectations Exceeds expectations CGS

Know the difference
between an appropriate
and inappropriate source.
Use appropriate
information to evaluate
the applicability of
concepts/models.
Use appropriate
information to modify
business management
concepts/models.
expectations
Limited knowledge of the
difference between an
appropriate and
inappropriate source.
Limited use of appropriate
information to evaluate
the applicability of
concepts/model.
Limited use of appropriate
information to modify
business management
concepts/models.
Some knowledge of the
difference between an
appropriate and
inappropriate source.
Some use of appropriate
information to evaluate
the applicability of
concepts/models.
Some use of appropriate
information to modify
business management
concepts/models.
Grade
Detailed knowledge of the
difference between an
appropriate and inappropriate
source.
Detailed use of
appropriate information to
evaluate the applicability
of concepts/models.
Detailed use appropriate
information to modify
business management
concepts/models.

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Students will choose project topics to reflect their personal strengths.

Trait Does not meet Meets expectations Exceeds expectations CGS

expectations
Identification of topic of Limited ability to identify
interest. a topic of interest.
Demonstration of depth Limited demonstration of
of understanding. depth of understanding.
Realisation of scholastic Limited realisation of
ability. scholastic ability.
Grade
Some ability to identify a Detailed ability to identify a
topic of interest. topic of interest.
Some demonstration of Detailed demonstration of
depth of understanding. depth of understanding.
Some realization of Detailed realisation of
scholastic ability. scholastic ability.

KEY: Does not meet expectations - 8 or less: Meets expectations = 9 – 17: Exceeds expectations = 18
or more.

Further Comments

Marker: Overall Grade:

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