Marketing Assigmnent
Task Description
Your ePortfolio extends the activities done with your colleagues in your workshops. Each week, as a team, you will participate and interact in workshop activities (case studies) based on that week’s topic. This interaction with your colleagues is an important component of the in the workshop as the discussion of ideas will help clarify concepts and knowledge related to the case. The activities are based on real-world examples or applications of the theories that have been included on Edge, Blackboard, the Text book and in the Lecture.
Your e-Portfolio is a collection of documents, images, and reflections that you assemble in order to demonstrate what you have learnt about marketing, its functions, and practices.
As it will become part of your overall program e-Portfolio it should become a resource that that you are proud of – one that you can showcase your skills and knowledge to prospective employers. You need to show your creativity in constructing your portfolio and the document needs to be professional in appearance.
You should include images and figures in your portfolio (we don’t want to see just boring pages of text). You should also ensure that you reference any material used in your Portfolio. This includes ideas, theories, pictures, diagrams, and figures that you may have obtained from other sources as part of your background research. This is a good habit to get into as it avoids you being accused of plagiarism or intellectual theft..
Your ePortfolio will cover each of the following topics: Segmentation, Targeting & Positioning; Brand strategy; Pricing strategy; Communications strategy (i.e. weeks 7, 8, 9 and 10). (start each week on a separate page)
The ePortfolio for each topic (each week) should consist of two parts.
Part 1: Demonstrate that you fully understand the key marketing theory or concept that is underpinning the week’s workshop activity. You should include evidence of researching the topic beyond what we have done in the workshop including references to academic articles, books, images and figures in your portfolio.
Part 2: Show that you can explain the factors that influenced the firm and its customers in the main case you worked on in the workshop. We want you to show how these theories and concepts apply in business and see that you understand how business decisions are made. You don’t need to repeat what we did in the workshop but rather show how it can be explained using the theory we covered.
The activities in the workshops are designed to be collaborative so your assignment will definitely benefit from your participation in the workshops even if they will be running online. Each week, with your colleagues, you will participate and interact in workshop activities based on that week’s topic e.g. consumer experience, market intelligence, brand strategy etc. However, the final write-up should be your own work.
The main purpose of the activities is to improve your ability to work in groups, interact, and develop a peer network. You should be able to take a theoretical concept from the appropriate week’s lecture and explain it to the class/group, using examples drawn from recent media. An important component of the activities is the question and answer sessions to clarify concepts and knowledge. This should provide you and your classmates with valuable feedback for your e-Portfolio.
Writing Templates: It is always hard to know where to start with assignments, so to help you out we will provide a worked example of what you should be aiming for. (See below).
Marking Criteria: We will provide the same rubrics (marking templates) on Blackboard (under the “Assessment” tab) that we will be marking your assignments against. Please read these as they will show the minimum criteria you must reach for each grade level in your assessment. Take special note of the weightings given to the more important sections – these will have a significant effect on your marks.
Feel free to discuss these requirements with your tutor to make sure you are on the right track.
