KULISC Marketing Practice Portfolio Tasks 2020 - Kingston University ISC

Assignment Briefing (level 4)

Module Name Marketing Practice
Module Code XS4009
Assignment Title Portfolio Task 1
Type of Submission Essay
Weighting of the assignment in the overall module grade 20%
Word Count/Time allocation (for presentations) 1200 words ±10%
Issue Date Term 1, week 8
Submission Date Term 2, week 5 (1st May 2020)
Date of Feedback to Students Term 2, week 7
Where feedback can be found Returned to students in class/Canvas

Portfolio Task 1
Case study

ASSESSMENT STRATEGY
Individual portfolio
You will be expected to work on the task in designated time in the class and giving you time to write up
your answers. You will also be required to review the theories surrounding the subject and include
some written work discussing how you have applied these theories during your class discussion. You
will then include this work in your portfolio.
Group report
You should share your thoughts and find with the member of your group

Learning Outcomes
 Demonstrate an understanding of the marketing concept and how it applies to modern business and
non-profit organisations
 Define marketing objectives for an organisation and demonstrate an appreciation of how these may be
achieved

Activity Description
1. You are required to demonstrate an understanding of the marketing concept and how it applies to the
chosen organisation. The marketing concept is the belief that companies must assess the needs of
their consumers first and foremost. Based on those needs, companies can make decisions in order to
satisfy their consumers’ needs, better than their competition. You should present a series of evidence
from the relevant firm that implements strategically to satisfy customers’ needs, increase sales,
maximize profit and beat the competition. There are five marketing concepts that organizations adopt
and execute strategically. You should explicitly point how the chosen firm implements the
Production Concept, Product Concept (for that particular product), Selling Concept, Marketing
Concept, and Societal Marketing Concept.

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KULISC Marketing Practice Portfolio Tasks 2020 - Kingston University ISC
2. Secondly, you are required to define marketing objectives for the chosen organisation (company) and
demonstrate an appreciation of how these may be achieved.
Typically, marketing objectives include some or all of the following. You should choose five items of
the following objectives to demonstrate how your chosen firm has met them.
a) Increase sales
b) Build brand awareness (unaided brand awareness/ aided brand awareness)
c) Grow market share
d) Launch new products or services
e) Target new customers
f) Enter new markets internationally or locally
g) Improve stakeholder relations
h) Enhance customer relationships
i) Improve internal communications
j) Increase profit

Preparation
Word Count: 1200 words ±10%
You should work with the members of your group to extract authentic materials from your core
textbook and other authentic resources in order to answer the subjects mentioned in the tasks and
eventually you need to generate individually a coherent and consistent essay (1200 words ±10%) for
the task.

Your papers need to be typed and set with “Times New Roman” font using the font size of 12 and 1.5
line spacing and 0 spacing in before & after. In-text citation and providing references at the end of the
essay are also required.

In most cases, any text within the body of text is counted as part of the word count for assessment
purposes. The marker of the assessment will include all words from the introduction through to the
conclusion. In some cases, the assessment task may require a writer to use diagrams, tables, maps,
and/or visual images. These may be placed in an appendix or at appropriate points in the essay. These
should be labelled as appropriate and as indicated in assignment instructions. All visual material
should be captioned appropriately and clearly. In this case, the captions should not count towards the
overall word count unless otherwise specified in the assignment directions.

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A word count does not include the following:

 Title/question page
 Contents page (if required)
 Reference list or bibliography
 Footnotes that are used to list author, date, and page numbers
 Appendices
 Referral tables

In order to receive feedback in regards of your paper “similarity” before final submission, individual
students need to submit their coursework electronically at most one week earlier before its assigned
time and for the group-coursework reports only the leaders of the group need to submit a copy of the
report to “Turnitin”.

It is recommended in order to achieve your mandatory tasks in “Marketing Principles” course you
MUST collaborate consistently with the members of your group and according to the given grouping
table, students are required to set a series of meetings to discuss, collaborate and share knowledge
about the given tasks to enhance the quality of their own individual essay.

Penalties for late submission

 You can submit your coursework up to one week after the deadline. However, your maximum
mark will be 40%.
 The purpose of electronic submission is to help improve fairness in assessment by standardising
the way that staff checks for plagiarism across the faculty. Assignments will automatically be
processed through an online plagiarism service. In addition, electronic submission will enable the
faculty to build up an archive of work for Quality Assurance purposes.
 You should be clear that re-assessment by retake is at the discretion of the Progression Board and
can depend on a number of factors including, for example, satisfactory attendance.
 Assessment criteria will be given to you by your module tutors.

Academic Misconduct and Plagiarism

 Academic misconduct (better known as cheating) includes:
 Collusion (presenting work as independent work when it was actually done by a group);
 Copying (reproducing the work of another student);
 Syndication (sharing the workload when directed not to do so);
 Duplication (using the same work more than once).
 Plagiarism is defined as:
 Presenting the work of another as one's own without proper acknowledgement.
 This definition applies to written material and other forms of original work, for example,
music, art and design work, images, drawings, diagrams, data, computer programmes,
ideas and inventions. It includes:
 Published and unpublished sources, including the work of other students;
 The need to cite contributions of others to composite pieces of group work;
 Reusing your own work;
 Unacknowledged use of a wide range of ideas and materials, not just the written word.
 It must be emphasised that it is a failure to acknowledge that constitutes plagiarism. It is not
wrong to use the work of other people in your own assignments. You must, however, ensure that
works used are properly and fully referenced.
 Further details and advice on how to avoid plagiarism can be found in the student guide available
from this link:
https://mykingston.kingston.ac.uk/myuni/academicregulations/Pages/plagiarism.aspx

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Feedback on the written elements of the module will be based on L4 Grade

Criteria
CLASS % LETTER OVERALL GUIDELINE GRADE DESCRIPTIONS
GRADE DESCRIPTION

First 85-100 A+ Outstanding Your work meets all of the criteria described below for the A and A-
grades. On top of that, it shows that you have got an exceptional grasp of
the skills and knowledge covered in this module. Your work also shows
that you are able to analyse key concepts in a way that is unusually
advanced for this level of study and that goes beyond the theories and
models that we studied. Your practical work shows extremely good
technical skills for this level. It is clear that you have taken a highly
professional approach to your work. Your creative work shows evidence
of innovation and/or well-judged experimentation and risk-taking. Your
work shows that you have followed good academic practice in terms of
citation and referencing, presentation format and clear, accurate English.

1st 75-85 A Excellent Your work shows a thorough grasp of the skills and knowledge required
for this module. It is clear from your work that you have engaged in wide
reading and study that goes well beyond the core areas needed to
complete the assessment.
Your work shows a good ability to analyse key concepts using the models
and theories that we covered in the course of the module. You have
70-74 A- Very Good shown that you are able to define problems and/or practical issues clearly
and to apply appropriate methods and tools covered in the module to
tackle them. Your practical work shows very good technical skills for this
level. It is clear that you have taken a professional approach to your work.
Your creative work shows that you have been willing to innovate and/or
to experiment with some new concepts and to take some well-judged
risks. Your work shows that you have followed good academic practice in
terms of citation and referencing, presentation format and clear, accurate
English.

2.1 67-69 B+ Good Your work shows a good knowledge and understanding of the material
covered in this module. Your work also shows that you are able to analyse
64-66 B ideas using the principles, theories and approaches that we covered in the
module. Your work also shows that you are able to define problems
60-63 B- and/or practical issues clearly and to apply appropriate methods and tools
covered in the module. However, although your work does show that you
recognise some of the complexities of this area of study, not all of your
conclusions are based on sufficient evidence. Your practical work shows
good technical skills for this level. You have taken a professional approach
to most aspects of your work. Your creative work shows some evidence of
a willingness to innovate and/or to experiment and explore new ideas.
Most of your work shows good academic practice in terms citation and
referencing, presentation format and clear, accurate English.

2.2 57-59 C+ Satisfactory Your work shows some knowledge and understanding of the material
covered in this module. Your work tends to be descriptive, with only
limited analysis using the principles, theories and approaches that we
covered in the module.
54-56 C
There is some evidence in your work that you have applied the methods
and tools covered in the module appropriately. You have recognised

50-53 C- some, but not all, of the complexities of this area of study. Your practical
work shows that your technical skills are satisfactory at this level. It is
clear that you are developing a professional approach to your work. Your
creative work mostly sticks to familiar ideas but you have shown some
willingness to experiment. Your work follows good academic practice to
some extent in terms of citation and referencing, presentation format and
clear, accurate English.

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3rd 47-49 D+ Adequate Your work shows that you have gained a basic knowledge and
understanding of the material covered in this module. Your work is
44-46 D descriptive, rather than analytical, and you have made a number of
assertions without any evidence to back up your arguments. There is
40-43 D- some evidence in your work that you have applied the methods and tools
covered in the module appropriately. Your practical skills are adequate for
this level. You are beginning to develop professional approach to some
aspects of your work but this professionalism is not evident throughout.
Your creative work sticks to familiar ideas and there is little evidence that
you have tried to explore new territory.
Your work shows some evidence of good academic practice in terms of
citation and referencing, presentation format and clear, accurate English,
but this is not always consistent throughout.

Margina 35-39 F5 Unsatisfactory Your work shows only a limited knowledge and understanding of the
l Fail material covered in this module. Your work is descriptive and shows no
attempt to analyse ideas or arguments. There are some inaccuracies in
your work and it is not always logical or coherent. Your practical works
shows that your technical skills are not always adequate for you to
complete work at this level. There is little evidence of a professional
approach to your work. Your creative work sticks only to familiar ideas
and you have not explored any new territory. Your work has not followed
good academic practice in terms of citation and referencing, presentation
format and clear, accurate English.

Fail 34 and F4 Poor Your work shows little knowledge or understanding of the material
below covered in the module. Your work is descriptive and shows no attempt to
analyse ideas or arguments. Some of your work is irrelevant and it is not
always logical or coherent. Your work suggests that you have not
understood the methods and tools covered in the module.
Your practical work shows poor technical skills. You have not taken a
professional approach to your work. Your creative work has not engaged
with any new ideas.
You work does not meet most of the Learning Outcomes for this module.
Your work has not followed good academic practice in terms of citation
and referencing, presentation format and clear, accurate English.

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