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BST523: Marketing Management

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Academic Year: 2019/20
Assessment Period: Additional
Module Code: BST523
Assessment Paper Title: Marketing Management
Please read the following information carefully:
Structure of Paper:
• There are 4 pages including this page.
• There are 2 questions in total.
• There are no appendices.
• The maximum mark for the assignment paper is 100% and the mark obtainable
for a question or part of a question is shown in brackets alongside the question.
• The maximum word limit is 1500 words in total.
Instructions for completing the assignment:
• Answer BOTH questions.
• You should type your answers in Microsoft Word.
• You should use 12-font and Arial and Times New Roman are the preferred fonts.
All pages should be numbered.
• The report should be concise, succinct, and writing style and the tone of writing
should be appropriate for an academic piece of work. You are not expected to
have the following sections in your work: introduction, main body and conclusion.
It is important that you are straightforward in addressing the two questions for this
assessment. Headings and sub-headings can be used to guide the reader.
• You can and where possible should use in-text references, but you are not
expected to provide a full reference list at the end of the assignment.
• Make sure you clearly identify the question you are answering before providing
your answer.
• When you complete the assignment, add the end time at the top of the first page
of your submission.
Module Code: BST523
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MARKING CRITERIA
We are looking for a thorough analysis, leading to appropriate and realistic
recommendations. Your work will be assessed according to the following marking
criteria:
Criterion Weight Guidance
Evaluation of
crisis response
strategies
60% You are expected to critically analyse the
strategies used by the UK supermarket industry
and apply relevant concept/theories on managing
crisis. Remember this is an analytical piece of
work. This should be supported by examples.
You can use news and feature articles from
online sources for your examples, as this is an
on-going crisis.
Recommendation
of CSR activity
40% You are required to choose one UK supermarket
chain for this section. Recommend a specific
action that the company can launch that is
relevant to the business and meaningful for the
public. You cannot recommend any existing CSR
activity of the company. Justification and details
of proposed action are crucial.
Total 100%
Marketing management amidst a global health crisis: The case of UK
supermarkets.
TASK:
Focusing on the UK supermarkets, you are required to write a report that critically
evaluates how the industry has responded to the coronavirus outbreak as a global
health crisis. This report should:
1. Assess their crisis response strategies directed towards meeting the needs of
different stakeholders of UK supermarkets and the society [60%]
2. Recommend and justify a new CSR (Corporate Social Responsibility) activity
for one UK supermarket chain that they can launch to address problems
caused by the crisis. [40%]
Use relevant examples and theories to support your discussion.
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3
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