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MGT5173,MGT5293,MGT5292,MGT5291

Nilay BalkanMGT5173,MGT5293,MGT5292,MGT5291D
Coursework Briefing 2020/21
(individual, written)
Coursework information

Course CodeMGT5173,MGT5293,MGT5292,MGT5291
Course TitleMarketing Management
Course CoordinatorNilay Balkan
Coursework formatWritten assignment, including essay
Weighting60%
Word limitCourse Coordinator to populate
2,500 words (+/- 10%) Refer to word limit
policy
Action to be taken if word limit is
exceeded
Marker will stop reading and marking once
the 10+ limit is reached
Submission dateTuesday 27th July 12noon GMT

Question
Choose a brand from the list. Critically examine how this brand developed its current positioning and evaluate the extent to which these
strategies have been successful.
The brands you may choose for your essay are; Just Gourmet Foods (artisan food), Lucy & Yak (fashion brand) or Centr (fitness app).
Intended Learning Outcomes being assessed
Add relevant ILO(s) from course specification
By the end of this course students will be able to
2. Critically analyse the relationship between consumer behaviour and marketing practices including pricing, promotion, distribution and
product strategies
3. Demonstrate a critical understanding of the nature and importance of identifying and establishing brand positioning and values
4. Critically analyse and apply strategies for growing and sustaining organisations
Assessment criteria
Coursework Rubric
A holistic rubric provides a list of assessment criteria together with broad description of the characteristics that would be expected for each level of
performance.

Feedback CriteriaVery Good- excellent
B-A grade
Good
C grade
Satisfactory
D1 and D2 grade
Weak-Poor
D3, F-E grade
Introduction to the brand
and examination of how
the current positioning
was developed
The student is able to
introduce the brand with a
succinct summary of its
current positioning and
relevant contact (such as
sector, life cycle stage and
target audience). The
student
demonstrates a strong
theoretical understanding
of positioning and how it
applies to the company,
including how the company
is able to create value of
the customer. For an A
grade, the discussion is
grounded in theory.
The student provides a
summary of the brand
which offers a clear
background, although
some discussions may be
not be wholly relevant to
the assessment brief. The
student is able to make
connections the positioning
and the value creation
process, although these
links may slip into a
descriptive account times.
Theory used is appropriate
but the overall discussion
may be improved with
more theory and/or critical
analysis. The narrative
presented is logical,
although may not
persuasive
The student offers an
overview of the brand but
the overview may include
some discussion irrelevant to
the assessment brief. The
student is able to show links
between positioning and
value creation, albeit the
links may be descriptive,
broad or not always clear.
More theoretical integration
needed but appropriate
theory are referenced to.
The introduction to the brand is
vague or broad
The student shows little to no
understanding of positioning
and the how value creation
process relates to positioning.
and student cannot show links
between the consumer
behaviour and marketing
practices. The student may use
some theory but these are adhoc
and do not add value to the
narrative
Evaluate the extent to
which these strategies
have been successful
The student succinctly
summarises and explains
the degree to which the
company used marketing
practises and strategies to
effectively deliver its
positioning. There is a
strong link with the
previous section.
The effectiveness may
evaluated by various
means, including (but not
limited to) the degree to
which company met its
positioning and value goals
(e.g. does the intended
brand image align with
actual brand image? Does
the actual customers
match the intended target
audience, etc) . If
appropriate, the student
may make references to its
competitors.
Student’s explanation
shows critical thinking and,
for an A-grade, a strong
awareness of how the
environment has
The student offers an
overview of the
effectiveness of the
marketing practises used
by the company and can
explain why the company
has been successful lor not.
This explanation may be
descriptive at times but the
student, overall, is able to
present a coherent
argument.
Theory is appropriate but
needs to be embedded
more into the discussion.
There is alignment
between this section and
the previous one.
The student describes the
success of the strategies and
marketing practises used by
the company. There is some
reference made to theory,
but this is likely to superficial
and may not always be
appropriate to the context.
Overall, the student
demonstrates and
understanding of the
marketing practises and
strategy but may not be able
to apply it to the context
clearly.
The student describes marketing
practises and strategies, but
these may not be relevant to the
company or the context. The
students demonstrates a
disjointed or limited
understanding of marketing
practises and strategies and how
to evaluate their effectiveness.
The discussion may be lacking in
cohesion with the rest of the
essay content and may not have
any theoretical integration.
influenced the company’s
choice in marketing mix.
For an A-grade, the overall
narrative must be
grounded in theory
Presentation and
coherence
Academic language is
concise, cogent, articulate
and logical. Signposting
vocabulary deployed
throughout, and should be
done consistently and
precisely for an A-grade.
Introduction and
conclusion are clear,
concise and well
articulated. Introduction
offers a clear structure of
the essay for an A-grade
and an outline of structure
for B-grade. Appropriate
structure and logical
progression present in the
essay.
In general, academic
standards need
improvement. Quality of
academic expression
requires improvement but
the student is able to
express their opinions and
critiques.
Scope of introduction could
be clearer but an overview
is present. Conclusions is
likely to be vague, curtailed
and lacking resonance.
Structure is mostly
appropriate and logical
progression is mostly
present in the essay
Overall standard of
presentation likely to be
haphazard and academic
standards need
improvement.
Writing is not always easy to
follow and some paragraphs
may lack topic sentences.
Introductions and
conclusions are vague and
do not fully address the
assessment remit
Poor overall standards of
presentation. Structure is likely
to be fragmented and lacking
logical cohesion and
development
Writing is not always easy to
follow and some paragraphs
may lack topic sentences.
Introductions and conclusions
are vague and do not address
the assessment remit.
Overall Referencing and
Research effort
References are listed
alphabetically. Intext
citations applied correctly
using Harvard format.
Student demonstrates
wide reading. Sources are
It is likely that student will
commit various errors
when citing sources and
listing references. Some
errors with intext citations
likely.
It is likely that student will
commit various errors when
citing sources and listing
references. Limited number
of sources used and intext
citations likely to be lacking
in someplace.
Misunderstanding of Harvard
citation and referencing format.
A limited number of academic
references and likely to be
reliant sources from class
relevant and appropriate
for academic
use, and student
incorporates suggested
research materials from
course materials and
expands beyond them. An
A-grade shows extensive
reading of recent sources
that are appropriate for an
academic assessment.
Student is mostly reliant on
class materials but may
also demonstrate limited
reading of wider material.
Sources may be outdated
but still relevant
Most sources are old/ few
recent sources used. Almost
all/most sources used are
from class materials. There
may be sources which are
not wholly appropriate for
the assessment.
materials. Sources likely to be
out of date or irrelevant.

Feedback method
Individual feedback will normally be provided via Moodle. Generic (class-level) feedback and grade
profiles will normally be posted on Moodle
Students will exchange essay plan with their study buddy and give each other feedback for formative
assessment.
Students can use academic staff office hours for additional feedback on your work.
Preparing your coursework
Document creation
1. Please use this file naming convention: StudentID_CourseCode_QuestionNo. e.g.
7299019_ACCFIN4029_1. If there is no question choice, use 1 as the default.
2. The file type must be .doc, .doxc, .xls, .xlsx or .pdf.
3. Complete the cover sheet provided in the course Moodle: you must input your student ID
(number only, excluding the first letter of your second name) and date.
4. Include your student ID in your document, ideally in the header on each page with the
course code and title, e.g. 2489545_ACCFIN1003_Finance1.
5. The maximum file size limit on Moodle is 230MB
Formatting
You won’t be penalised if you don’t follow this good practice on formatting, but it will help your
markers.
• Use a Sans Serif font in black, e.g. Arial, Avant Garde, Calibri, Helvetica and Geneva.
• Use font size 12.
• Use 1.5 or double line spacing.
• Align your text to the left margin.
• Add page numbers.
Referencing and bibliography
You should reference your sources appropriately and list these in a bibliography. The bibliography is
excluded from your word limit. You should use the ‘Harvard’ referencing system, as detailed below
for written coursework.
In the text, use the following referencing conventions:
• Smith (1999) argues that…. or
• It has been argued that……. (Smith, 1999).
• If you use a direct quote, use quotation marks and cite the page number as well as the
author and date, i.e. (Smith, 1999, p. 4).
• If you have two items by the same author in the same year, refer to one as ‘a’ and the other
as ‘b’, i.e. Smith (1999a) and Smith (1999b).
For more information, please refer to the University Library webpage.
Student conduct
Plagiarism
You must adhere to the University’s rules regarding plagiarism which are based on the premise
that ‘all work submitted by students for assessment is accepted on the understanding that it is the
student’s own effort’. More specifically, you must avoid plagiarism in the following forms:
• Copying from sources without ‘formal and proper acknowledgement’
• Inappropriate collaboration – working with other students to produce individual coursework
or copying work produced by another student
• Submitting work which you have obtained from another source, e.g. an essay mill
• Self-plagiarism – basing coursework on work that has already been submitted for
assessment purposes.
For advice and more information, please consult:
• LEADS web pages
• University Plagiarism Statement
Turnitin
Note that your coursework will be processed through Turnitin for similarity checking. You can
submit a draft of your coursework to Turnitin before submitting your final copy. You will find
information about using Turnitin in the Student Information Point Moodle.
Submitting your coursework
You must submit in accordance with the stated time and date on page 1. See below for
information if you are unable to do so.
Finalising your document
Please follow the steps listed below:
1. Complete the cover sheet, including the word count and the question answered [see the
course handbook appendix 1]
2. Check your spelling and grammar using the inbuilt tool on your device. You will not be
penalised for grammatical and spelling errors but we recommend that you take the
opportunity to correct them.
3. Check your file name (see above).
4. Check that you have used an accepted file type (see above).
5. Do not include your name in the file name or the document to support anonymous marking.
Uploading your document to Moodle
1. You will upload your document to the designated section of the Moodle course, which will
be clearly signposted.
2. Try to upload your document at least 30 minutes before the deadline (page 1) in case you
encounter any technical issues. You will be able to resubmit the document as often as you
like until the submission deadline.
3. Complete the Declaration of Originality (see below).
Declaration of Originality
When you upload your coursework on Moodle, you will be required to select a checkbox to confirm
that you agree with the University’s Declaration of Originality which applies to all academic work, as
follows.
I confirm that this assignment is my own work and I have:
• Read and understood the guidance on plagiarism provided on the Student Information Point
Moodle course including the University of Glasgow Statement on Plagiarism.
• Clearly referenced, in both the text and the bibliography or references, all sources used in
the work.
• Fully referenced (including page numbers) and used inverted commas for all text quoted
from books, journals, web etc.
• Provided the sources for all tables, figures, data etc. that are not my own work.
• Not made use of the work of any other student(s) past or present without
acknowledgement. This includes any of my own work, that has previously, or concurrently,
been submitted for assessment, either at this or any other institution, including school.
• Not sought or used the services of any professional agencies to produce this work.
• In addition, I understand that any false claim in respect of this work will result in disciplinary
action in accordance with University regulations.
Extensions and non-submission with good cause
Please refer to the Student Information Point Moodle for relevant information.
Late submission penalties
In the absence of good cause, late submission penalties will be applied as explained in Student
Information Point Moodle.
Questions
If you have any questions about this coursework briefing, please read it carefully again to ensure you
fully understand it. If you still have questions, please post these on the Moodle Discussion Forum.
Personal questions only can be sent to [delete as necessary]:
business-accounting-finance@glasgow.ac.uk
business-economics@glasgow.ac.uk
business-management@glasgow.ac.uk

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