MSc Marketing & Services Management

MSc Marketing & Services Management
Title of Assignment Case Study (Resit)
Programmes undertaking the assignment
MSc Marketing
MSc Social Business and Sustainable Marketing
MSc Financial Services Management
MSc Management
MSc Global Management
Learning Outcomes to be assessed
(from module spec.)
Knowledge and Understanding
1. Through critical analysis of current and future issues in strategic marketing management, assess how marketing is managed internally and externally by organisations from different sectors and how such organisations are impacted by issues in sustainability, business ethics and corporate social responsibility;
2. Critically and effectively assess the value of theories, concepts and models to the practices of the service sector and how they manage service quality;
3. Evaluate critically, the strategic role of branding and assess the impact branding has on consumers, organisations and society;
Key Skills
On completion of this module students will have had the opportunity to:
1. Enhance and apply planning, organising, decision-making and time management skills appropriate for use in an organisational context.
2. Experiment and develop personal initiative and responsibility in undertaking complex investigations in the solving of organisational problems and issues.
3. Critically analyse and apply key ideas and concepts via comprehensive research relevant both to the subject area and to professional practice in the field.
4. Use terminology associated with the subject area accurately and in a way, which demonstrates sophisticated knowledge and understanding.
5. Develop and enhance both individually and collaboratively effective written and oral communication skills for both specialist and non-specialist audiences.
Details of the task
Read the following case study:
Kotler, P., Armstrong, G. 2016. “Xerox: Adapting to the Turbulent Marketing Environment” in Kotler, P. and G. Armstrong, Principles of Marketing. Pearson, pp. 118-121.
Xerox has dominated the photocopier industry for several decades. The changing marketing environment has, however, forced the company to rethink its future. Critically evaluate the impact of the changing marketing environment on the company’s marketing mix strategies. You should then propose marketing strategies that the company can adopt to respond to these changes in a socially responsible manner.
You should base your essay on a country of your choice (100 Marks)
As a guide you should:
(a) Provide an analysis of the environment in which Xerox operates (in a chosen country) and critically evaluate the impact of the most significant environmental forces on elements of the marketing mix (70 marks)
(b) Provide recommendations on future marketing strategies whilst considering the implication on the environment, various stakeholders and society as a whole (30 marks)
You should draw upon relevant academic as well as practitioner sources to support your points (i,e. Broadsheet newspapers available on Nexis, reputable new agencies, documentaries via Box of Broadcasts etc).
Do not address the questions (if any) in the printed case study.
Please note that you should use the printed case study as a starting point in your analysis, as you are expected to undertake your own desk research to update your understanding of the current corporate context of the company in the case study.
You may find the following paper on the extended case study method of assessment useful in guiding your preparation:
http://usir.salford.ac.uk/17001/1/paper_39.pdf
Your work should be in a creative, critical and evaluative manner. Ensure that your arguments are clear and logical and where appropriate include academic sources, i.e. academic journal papers, which add weight to your points raised. Please show in your list of references an appropriate breadth and depth of references relevant to the topic.
Your work must be correctly referenced throughout in the Harvard format.
Your assignment should be word processed and produced in an appropriate academic style. The font should be 12, and be double spaced. The work should be completed on an individual basis.
We have set up a draft submission area so that you can check whether your work is adequately referenced. You are strongly advised to make use of this system. You can submit a draft to turnitin as many times as you wish but you can only submit one final version. Therefore please ensure you submit to the correct area of blackboard turnitin systems.
WARNING –MISCONDUCT
The task’s policy on Good Academic Conduct applies. Plagiarism, collusion and other forms of misconduct identified by the Policy are serious offences leading to potentially very severe disciplinary consequences. Cases of academic misconduct WILL be reported.
In a nutshell plagiarism means passing off somebody else’s efforts as your own work.
The following are NOT permitted:
• Copying somebody else’s work in whole or in part
• Getting somebody else to help you with the specific content of your assignment (only general discussion with somebody else about the topics covered in the assignment is permitted – not discussion about the specific assignment contents)
• Getting somebody else to correct your work
• Copying (or cutting and pasting) text or web site content into your assignment without attribution of the source with full academic referencing
• Quoting more than 100 words of text verbatim even with attribution to the source
Any student who assists another student to plagiarise or collude (by allowing their work to be copied or by specific assistance/checking another student’s work) or participates in any other form of misconduct is ALSO guilty of misconduct and will be penalised along with the student who has been assisted.
Assessment criteria
Very good (90+): Demonstrates a very good understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates very good arguments in relation to the theory and application of marketing mix and marketing environment as well as corporate social responsibility. They may briefly link elements of the marketing mix and marketing environment to underlying issues covered in the module for example, sustainability, branding, societal marketing etc. Relevant secondary data and academic literature has been very well applied in the work.
Good (80-85%): Demonstrates a good understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates good arguments in relation to the theory and application of the marketing mix, marketing environment and corporate social responsibility. They may briefly link elements of the marketing mix and marketing environment to underlying issues covered in the module for example, sustainability branding, societal marketing etc. Relevant secondary data and academic literature has been well applied in the work.
Satisfactory (70-75%): Demonstrates a satisfactory understanding of a complex body of knowledge and the ability to use such knowledge in an innovative and creative manner to develop new insights and relate these to the particular circumstances of the situation under consideration. Candidate demonstrates satisfactory arguments in relation to the theory and application of the marketing mix and marketing environment as well as corporate social responsibility. They may briefly link elements of the marketing mix and marketing environment to underlying issues covered in the module for example, sustainability branding, societal marketing etc. Relevant secondary data and academic literature has been reasonably well applied in the work.
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MSc Marketing & Services Management