UNIVERSITY COLLEGE DUBLIN

Bachelor of Business Studies (Singapore)

Marketing Management (MKT2002S)

STUDY GUIDE

BBS28 FT Singapore

Copyright November 2017

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Author: Dr Eric Clinton and Dr Ajit K Prasad

This manual was prepared for University College Dublin as a comprehensive support for students completing the above mentioned Degree programme.

© This publication may not be reproduced, in whole or in part without permission from University College Dublin.

Module Coordinator: Dr Eric Clinton

Email: eric.clinton@dcu.ie

Local Lecturer: Dr Ajit K Prasad

Email: imkaplan@outlook.com

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TABLE OF CONTENTS

PAGE

WELCOME MESSAGE 4

1. INTRODUCTION 5a. Background detailsb. Module aimsc. Programme goals

2. MODULE OUTLINE 9a. Module learning outcomesb. Themes and topics c. Learning materials

3. MODULE DELIVERY SCHEDULE 14a. Session arrangements b. Student engagementc. Office hours arrangements

4. ASSESSMENT DETAILS 17a. Assignments b. Module assessment components

i. Assignment 1ii. Assignment 2

iii. Examination

5. GRADING 20a. University grading policy b. Grade descriptors for assessment components

6. CONCLUDING COMMENTS 23

APPENDICES 24

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WELCOME MESSAGE

Welcome to Marketing Management, a module designed to provide you with an insight into

market development principles, tools, and planning processes. It seeks to ensure that in a

commercial environment you have grasped and understood some of the theories and

concepts that will help you in your marketing career

The aim of the course is to provide students with an appreciation of the marketing

management function so that they can understand the interaction between marketing and

the business strategy. In short, marketing management can be seen as the art and science

of selecting target markets, and growing a customer base through creating and

communicating customer value.

Should you require clarification on any matter pertaining to the module, please do not

hesitate to contact me.

Dr Eric Clinton and Dr Ajit K Prasad

Module Coordinator

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PART 1: INTRODUCTION

This Study Guide is designed to provide you with details of this module, the learning

outcomes, delivery and assessment arrangements. The Study Guide consists of 6 parts.

Part 1 gives background details to the subject area are provided and the broad aims of the

module are set out.

Part 2 consists of the module outline. In this part the (a) module learning outcomes, (b) the

themes and topics to be explored are explained along with the (c) learning supports to be

used.

Part 3 gives details of the module delivery arrangements. It sets out the session

arrangements and the expectations in relation to your prior preparation and student

engagement.

Part 4 provides details of the assessment techniques used in this module explaining the

assessment components, their rationale.

Part 5 explains the UCD grading policy and grade descriptors drawing on the university

document are given for each assessment component (i) Assignment 1, (ii) Assignment 2and

(iii) Examination (closed book).

Part 6 presents the concluding comments.

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Background Details

While this module is not intended to transform you into experienced marketing planners, it

will provide an understanding of the complexities of the process. It has a strong applied

focus utilising sound theoretical concepts to endorse and develop a critical thinking

marketing approach to real life commercial situations. The module also seeks to develop a

student’s ability to think critically, to evaluate and to decide between choices based on solid

justifications. Advance preparation for classes and workshops will be an important feature,

with readings and questions for reflection assigned at the commencement of the semester.

Module AimsThe aim of this module is to provide students with an overview of how to develop an

understanding of applying theory to practice. This module focuses on application of tools and

principles used to develop a marketing plan. The module draws on student prior learning and

work experience and combines insights from various aspects analysis and critically access

marketing opportunities, threats and other issues to evaluating and access the viability of

bringing a product to a market.

The assessments in the form or written assignments and examination will cover the entire

holistic perspective of marketing management.

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Programme Goals

Programme Goals Programme Learning Outcomes

Programme Learning Outcome Assessed

1) Programme Goal 1:

Informed Thinkers: Our graduates will be knowledgeable on management theory and will be able to apply this theory to business problems (Knowledge).

Programme Learning Outcome 1a:

Explain current theoretical underpinnings of business, the management of organisations and marketing.

(Main Assignment - Essay)

Programme Learning Outcome 1b:

Apply appropriate methods, tools and techniques for identifying, analysing and resolving business problems within functional and across functional business areas.

(Main Assignment - Essay)

2) Programme Goal 2:

Communication, Analytical and Critical Thinking Skills: Our graduates will have well developed skills of communication, analysis and critical thinking (Skills and Competencies).

Programme Learning Outcome 2a

Prepare a short business presentation (written and/or oral) on a current business issue.

Programme Learning Outcome 2b:

Analyse specific business case studies or problems and formulate a report detailing the issues and recommended actions.

(Main Assignment - Essay)

Programme Learning Outcome 2c:

Conduct secondary research on marketing-related issues and report on the findings and draw appropriate conclusions.

3) Programme Goal 3:

Personal and Professional Development: Our graduates will demonstrate a commitment to

Programme Learning Outcome 3a:

Develop collaborative learning and team-work skills by engaging in module-related team activities.

In-class exercises

Programme Learning Outcome (Main Assignment - Essay) and

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personal and professional excellence and development

3b:

Demonstrate capacity for problem solving collaboratively and individually.

Exam

4) Programme Goal 3:

Ethical Awareness: Our graduates will demonstrate an awareness of ethical issues in business and their impact on society (Attitudes).

Programme Learning Outcome 3a:

Demonstrate an awareness of ethical values and business issues concerning the advancement of the broader societal ‘good’.

(Exam – essay question)

Programme Learning Outcome 3b:

Illustrate an understanding of how business decisions might influence society and the wider community at large.

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PART 2: MODULE OUTLINE

Module Title: Marketing Management

Module Code: MKT2002S

No. of ECTS: 10

Module Learning Outcomes

On completing this module, students will be expected to be able to:

1. Have a fundamental knowledge of core marketing theories and concepts.2. Understand the application of marketing theories, concepts, and tools in a commercial

and not for profit work environment.3. Provide an overview of the need for competitor analysis and comparison.4. Have the tools and insight needed to create a basic strategic marketing plan and

successfully implement it for goods or services.5. Be able to differentiate and identify areas of social responsibility and sustainability within

the marketing planning process.

Module Text

Marketing Management: An Asian Perspective (7e)Authors: Philip Kotler Kevin Lane Keller Swee-Hoon Ang Chin-Tiong Tan Siew Meng Leong

ISBN: 9781292089584 ISBN 10: 129208958X Pearson (2017)

Other References

A Preface to Marketing Management.J.P. Peter & J.H. Donnelly, Jr (2015)14th Edition, McGraw-Hill, NYISBN-13: 978-1-259-25164-1ISBN-10: 1-259-25164-0

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Themes and Topics

Topic 1: Strategic Planning and The Marketing Management Process

1. Marketing Management is a process of planning and executing the conception, pricing, promotion and distribution of goods, services and ideas to create exchanges with target groups that satisfy customer and organisational objectives.

2. Marketing Mix is the set of controllable variables that must be managed to satisfy the target market and achieve organisation objectives.

3. Marketing Planning process produces three outputs establish marketing objectives, selecting target market and developing the marketing mix.

4. Strategic Planning provides a blueprint for management actions for the entire organization. It includes all the activities that lead to the development of a clear organizational mission, organizational objectives and appropriate strategies to achieve the objectives for the entire organization.

: Topic 2: Marketing Research :Process and Systems for Decision Making

1. Marketing Research is the process by which information about the environment is generated, analysed and interpreted for use in marketing decision making. Most often consumers or organisational buyers are the subject of the research.

2. The research plan spells out the nature of the research to be conducted and includes explanation of such things as the sample design, measures and analysis techniques to be used.

3. Performance of the research involves preparing for data collection and actually collecting them. The task of this stage depends on the type of research that has been selected and the type of data needed.

4. Preparation of data analysis and the actual analysis include such things as editing and structuring data and coding them for analysis. Hence identifies both qualitative and quantitative analysis of data.

Topic 3: Consumer Behaviour & Organisational Buyer Behaviour

1. Consumer behaviour is a marketing concept that emphasizes that profitable marketing begins with the discovery and understanding of consumer needs and then develops a marketing mix to satisfy these needs.

2. The Buying Behaviour process will be reviewed in terms of social, marketing and situational influences on a consumer decision making. This provides information that can influence consumers’ thoughts and feelings about purchasing various products and brands.

3. A review of marketing strategies is designed to influence consumer decision making and lead to profitable exchanges.

4. Situational influences can be defined as all the factors particular to a time and place that have a demonstrable and systematic effect on current behaviour in terms of purchase situations.

5. Organisations are major customers for many marketers and hence a general discussion of buying behaviour model will be an essential context for marketers to be well aware of considering the complexities faced.

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Topic 4: Market Segmentation

1. Market segmentation is a process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) for the firm to serve.

2. The group or segment that a company selects to market is called a target market.3. Market segmentation analysis is a cornerstone of sound marketing planning and

decision. .4. Priori Segmentation approach is one in which the marketing manager has decided on

the appropriate basis for segmentation in advance of doing any research on a market. Post hoc segmentation is an approach in which people are grouped into segments on the basis of research findings.

Topic 5: Product and Brand Strategy

1. Product strategy is a critical element of marketing and business strategy, since it is through the sale of products and services that companies survive and grow.

2. A product classification scheme can be useful to the marketing manager as analytical device to assist in planning marketing strategy and programs.

3. A critical focus in marketing strategy is on building the company’s brand and brand equity.

4. A firm’s product strategy must take into account the fact that products have a life cycle.

Topic 6: New Product Planning and Development

1. New products are a vital part of a firm’s competitive growth strategy.2. Many new products are failures. Estimates of new product failures range from 33

percent to 90 percent depending on industry.3. A major obstacle to effectively predicting new product demand is limited vision.4. Common elements appear in the management practices that generally distinguish the

relative degree of efficiency and success between companies.

Topic 7: The Marketing of Services

1. Services is the term used to describe activities performed by sellers and others that accompany the sale of a product and that aid in its exchange or its utilization as such it is either presale or post-sale and supplement the product but do not comprise it

2. More and more manufacturers are also exploiting their service capabilities as standalone revenue producers i.e. General Motors, Ford all offering financial services.

3. Current trends and strategies of innovation in services marketing will be explored to see its growth and viabilities in major industries.

Topic 8: Distribution Strategy

1. Channel of distribution decisions involve numerous interrelated variables that must be integrated into the total marketing mix.

2. The development and management of channels of distribution is complex and highly competitive, hence need to understand the causes and solutions to overcome.

3. Thus, an efficient channel process will be looked at to ensure that it delivers the product when and where it is wanted at a minimum total cost.

Topic 9: Pricing Strategy

1. One of the most important and complex decisions a firm has to make relates to 11

pricing its products and services.2. Pricing is affected by demand, supply and environmental influences that enable a firm

to decide through planning its short-term and long-term strategy.3. Demand influences on pricing decisions concern primarily the nature of the target

market and expected reactions of consumers to a given price or change in price, with three primary considerations: demographic factors, psychological factors and price elasticity.

Various types of pricing strategies will be discussed to enable the evaluation of the

appropriate pricing for specific situations in the appropriate times in the product life cycle.

Topic 10: Integrated Marketing Communications/Personal Communications

1. Marketers seek to communicate with target customers for the obvious goal of increasing sales and profits. Thus, they seek to accomplish several strategic goals with their marketing communication efforts.

2. The goal of integrated marketing communications is vital in strategic goals development especially in today’s crowded marketplace

3. Both non-personal communication and personal communication will be used as a basis for discussing the various elements of the marketing communication mix.

4. The importance of personal selling function depends partially on the nature of the product, as goods that are new and different, technically complex, or expensive require more personal selling effort.

5. Personal selling is as much as art as it is a science due to its highly creative in nature.

6. The new age personal selling embraces the long-term relationship building process as thus considered as partnerships as each party having concern for the other party’s wellbeing .

Topic 11: Global Marketing

1. Although the development of a marketing program may be the same in either domestic or nondomestic markets, special problems may be involved in the implementation of marketing programs in nondomestic markets.

2. The abovementioned mentioned problems often arise because of the environmental differences that exist among various countries that marketing managers may be unfamiliar with.

3. With proper adaptations, many companies have the capabilities and resources to compete successfully in the global marketplace.

4. The role of the distribution network in facilitating the transfer of goods and titles and in the demand stimulation process is as important in foreign markets as it is at home market.

5. A major decision facing companies that desire either to enter a foreign market or pursue growth within a specific market relates to the choice of entry or growth strategy.

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Learning Materials

For this module, please read the assigned chapters in the prescribed text and the additional

readings assigned (see list below).

Other Useful Sources

Students completing this module are expected to participate in session discussions and

learning activities and be familiar with recent developments in the business world. To

facilitate this, the following source material is useful

Main Text This Study Guide The business section of your local/national newspaper The Asian Wall Street Journal Economic Review Harvard Business Review The Economist

Databases Accessible from UCD Library homepage

-ProQuest (ABI Inform)

Academic JournalsStudents can also find relevant journal articles in the following journals:

Journal of the Academy of Marketing Science Journal of Advertising Research Journal of Business Research Journal of Consumer Research Journal of Marketing Journal of Marketing Communications Marketing Intelligence and Planning Psychology and Marketing

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PART 3: MODULE DELIVERY SCHEDULE

The module delivery relies on students’ ability to engage in prior preparation, to seek confirmation and clarification as appropriate and to be actively engaged during the sessions.

Session Arrangements

Each student is expected to attend and be prepared for all sessions. Table 1 below outlines the structure for the sessions.

Table 1: Module Delivery Schedule – themes, readings, cases

No Theme /Topictitle

Date Time Case / exercise

1 Topic 1: Strategic Planning and Marketing Management Process

Group 1 22- Jan 8:30-13:00 Textbook – Chapters 1-2

Group 2 22-Jan 13:30-18:00

Group 3 29-Jan 9:30-11:3012:30-2:30

2 Topic 2: Marketing Research: Process and Systems for Decision Making

Group 1 23-Jan 8:30-13:00 Textbook – Chapters 3-4

Group 2 23-Jan 13:30-18:00

Group 3 30-Jan 9:00-11:3012:30-15:00

3 Topic 3: Customer Value, Consumer Behaviour and Organizational Marketing

Group 1 24-Jan 8:30-13:00 Textbook – Chapters 5-7

Group 2 24-Jan 13:30-18:00

Group 3 31-Jan 9:30-11:3012:30-14:30

4 Topic 4: Market Segmentation and Positioning

Group 1 25-Jan 8:30-13:00 TextbookChapters 8-9

Group 2 25-Jan 13:30-18:00

Group 3 1-Feb 9:00-11:30

12:30-15:00

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Topic 5: Brand Strategy and Competitive Dynamics

Group 1 26-Jan 8:30-12:30 TextbookChapters 10-11

Group 2 26-Jan 13:30-17:30

Group 3 2-Feb 9:30-11:3012:30-14:30

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6 Topic 6:Product Planning and Development (Products)

Group A 28-Feb 08:30-11:30 Textbook – Chapters

12 & 20Group B 28-Feb 12:00-15:00Group C 28-Feb 15:15-18:15Group D 26-Feb 08:30-11:30Group E 26-Feb 12:00-15:00Group F 26-Feb 15:15-18:15

7 Topic 6:Product Planning and Development (Services)

Group A 01-Mar 08:30-11:30 Textbook – Chapter 13Group B 01-Mar 12:00-15:00Group C 01-Mar 15:15-18:15Group D 27-Feb 08:30-11:30Group E 27-Feb 12:00-15:00

Group F 27-Feb 15:15-18:15

8 Topic 7: Pricing Strategy

Group A 08-Mar 08:30-11:30 Textbook – Chapter 14Group B 08-Mar 12:00-15:00Group C 08-Mar 15:15-18:15Group D 05-Mar 08:30-11:30Group E 05-Mar 12:00-15:00Group F 05-Mar 15:15-18:15

9 Topic 8: Designing and Managing Marketing Channels

Group A 09-Mar 08:30-11:30 Textbook – Chapter 15Group B 09-Mar 12:00-15:00Group C 09-Mar 15:15-18:15Group D 06-Mar 08:30-11:30Group E 06-Mar 12:00-15:00Group F 06-Mar 15:15-18:15

10 Topic 9: Designing and Managing Integrated Marketing Communications

Group A 15-Mar 8:30-11:30 Textbook –

Chapters 17-19Group B 15-Mar 12:00-15:00Group C 15-Mar 15:15-18:15Group D 12-Mar 8:30-11:30Group E 12-Mar 12:00-15:00Group F 12-Mar 15:15-18:15

11 Topic 10: Global Marketing

Group A 16-Mar 8:30-11:30 Textbook – Chapter 21

Group B 16-Mar 12:00-15:00Group C 16-Mar 15:15-18:15Group D 13-Mar 8:30-11:30Group E 13-Mar 12:00-15:00Group F 13-Mar 15:15-18:15

12 Topic 11: Review for Exams

Group A 22-Mar 9:30-11:30 Revision for Topics 6-11

Group B 22-Mar 13:00-15:00Group C 22-Mar 15:30-17:30Group D 20-Mar 9:30-11:30Group E 20-Mar 13:00-15:00Group F 20-Mar 15:30-17:30

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Preparation Required in Advance of Sessions / Seminars

In addition to Assignment 1, you are expected to have read the following topics in advance

of meeting the module coordinator / course lecturer at the seminars:

“Defining Marketing in the 21st Century” – Textbook Chapter 1

“Developing Marketing Strategies and Plans” – Textbook Chapter 2

The readings detailed above have been assigned and students are expected to be fully

familiar with them. These readings are an important learning source and supplement the

session and text materials.

Student Engagement

During the sessions, students are expected to be able to discuss issues arising from the

assigned chapters and readings for the topics as scheduled above.

Session participation is a vital element in the design of this module. Therefore, all students

are expected to engage in class discussion and debate in order to facilitate the formation of

their critical judgements.

To support your learning, Power-Point slides will be available which (on certain occasions)

may need to be upgraded / modified during or following the sessions depending on the

issues raised.

Office Hours

I will be available after each class should you wish to meet me individually to discuss any

aspect of this module.

Class SessionsStudents are asked to be aware that lecturers provide suitable class material to support

student learning. We are aware that some students on occasion may like to record class

sessions. Where this is the case, permission must be sought to record the session. This is to

make not only the lecturer aware and ask their permission out of courtesy but to ensure

classmates are also happy to be recorded. We are grateful for your full support in this

regard. 

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PART 4: ASSESSMENT DETAILS This module has two assessment components with specific weightings and marks awarded

totalling 1001. The purpose of each assessment is as follows:

Continuous Assessment aims to focus your learning by ensuring understanding of

business structures and theories. You will be asked to evaluate business entities and

display your ability to apply it to real situations through a variety of assessment

strategies. Continuous Assessment is intended to promote inter-active learning through

group work while assessing your understanding of directors’ duties and its’ academic

versus practical applications. Continuous Assessment has been designed so that you

will be assessed through multiple assessment types. These assessments may come in

the form of a report, class participation, group work or any alternative combination.

The Examination is the formal examination which aims to get insights on your

understanding of issues (theory and practice) addressed in the module.

Students are expected to complete all assignments ensuring that they are submitted by the

specified date. All submissions must be typed, be well laid out, written in an academic style

with appropriate headings (introduction, main part and concluding comments) and sections.

Please ensure that all submissions are entirely your own work – for UCD’s policy on

plagiarism click on the link below (please see Appendix 2 for further information on

Plagiarism and the policy on the Late Submission of Coursework):

https://sisweb.ucd.ie/usis/plagiarism_policy

The weighting assigned for each component is shown in Table 2 below.

(* I = Individual; T = Team)

Table 2 – Assessment Components

Assessment components Weighting Individual / Team*

1. Continuous Assessment 40% T

2. Examination 60% I

1 As the Overseas Programme modules are worth 10 ECTS they should be graded out of 200 marks.17

Module Assessment Components

In the following pages, further details of each assessment component are presented along

with expectations in relation to prior preparation and completion.

Continuous Assessment: Group Report. Length of report: max 3,000 words (excluding references).

This is the major piece of coursework for this module. It is designed to develop knowledge and practical ability in creating a marketing plan

A. Requirements

Working in groups of 4-6 individuals you are required to prepare a marketing plan for an

organisation. Students are asked that they form into their groups before the classes

commence. The marketing plan will be developed during the course of the lectures, each

with element of the marketing plan constructed by applying the theory from the chapters

in the text. The Marketing Plan must be presented in Report Format using Harvard

Referencing Style and include an Executive Summary along with a Table of Contents.

(Please see textbook for guidance regarding a marketing plan format.)

B. General Layout of Written Assignment

1. 1st page: UCD assignment submission form, 2nd page: Student’s cover page with

indication of word count. 3rd page: Table of Contents followed by body of assignment.

Assignment should be in report format with headings and sub-headings.

2. Type written with Times New Roman or Arial font size: 12. 1.5 or 2x line spacing.

Single or double side printing. Reference list on last page.

C. Submission Date

Continuous Assessment must be submitted in hard copy and via Blackboard on date

indicated in Table 2B. Please read the Grade Descriptors in Assignment 2 Grade

Descriptor table.

As this is a group assignment, all members of the group will receive the same mark for

the written submission part of the project. In addition, all members are required to submit

an individual paper recording their reflections and experiences of working on the project

within the group context. Students have the opportunity to comment on their experience

of the process encountered in the completion of the project. Reflections should include 18

such elements as how the project contributed to the student’s overall learning on the

module, how the group worked together, limitations within the activity, etc.

Ensure that all names, student numbers and the title of this course are clearly stated on

the top left hand of the first page of your report.

Table 2B – Assignment Deadline Summary

Assignment Date Assignment Due

Continuous Assessment All Groups: 12 April , 2018

Examination:The examination (3 hours) will focus on module themes and the material covered in the text,

cases, assigned readings, videos and class discussions. For this, students are expected to

demonstrate their understanding of theory and practice addressed throughout the module.

The examination question format will be designed to allow you show your understanding of

the topics discussed and also reveal your learning (new and prior). More specific guidelines

regarding the examination paper format and questions will be provided during the final

session.

The format of the examination paper is as follows:

1. Answer any 3 questions from 6 questions.

2. All questions carry equal marks. (100 mark each).

Students will have the opportunity to ask questions about its design and style and be

advised the type of answers expected.

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PART 5: GRADING

This section of the Study Guide provides students with details of the UCD grading system

and also explains criterion referenced grading (UCD Policy). Under criterion referenced

grading, students are graded on the quality of their work without reference to other students

(norm referenced). For instance, the submission that meets the required guidelines in terms

of writing style, analysis, description and / or summary will be awarded according to the

standards set out. All students’ work is graded to indicate the standard attained using the

criterion referenced approach.

Table 3: UCD Grading System

Grade Description Grade Point

A +

A

A-

Excellent

4.2

4.0

3.8

B+

B

B-

Very good

3.6

3.4

3.2

C+

C

C-

Good

3.0

2.8

2.6

D+

D

D-

Acceptable

2.4

2.2

2.0

E Marginal 1.6

F Fail (unacceptable, no compensation) 1.0

G Fail (Wholly unacceptable; no compensation) 0.4

NG Fail (Wholly unacceptable; no relevant attempt) 0.0

More specific grade descriptors are set out for your assessment components in the following

pages. Table 4 below provides descriptors for Assignment 1 – please read them prior to

submitting your work.

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Table 4: Grade Descriptors –Continuous Assessment (Group Report)

Grade Characteristics

A The article summary is concise with the purpose of the article and key terms (concepts) identified, and their relevance and importance explained. The submission is excellent in terms of structure, content, writing style and presentation and uses appropriate headings. Reference is made to other theoretical contributions in the field and the line of argument used is logical and well supported citing evidence as appropriate. The student raises pertinent questions and makes astute observations on the chosen theme / topic. The source material / references used are listed using an appropriate style (in alphabetical order). The concluding comments are clearly spelt out, are original with fresh thinking being evident in the submission.

B The article is summarized with the main terms and issues identified. The submission is very well structured, written and presented. Some use is made of other theoretical contributions in the field and a general line of argument is presented drawing on evidence from theory and practice. There is some evidence of fresh thinking and originality in the submission and effective use is made of source material. The source material used in completing the review is listed using an appropriate style.

C The submission is well written, structured and presented containing a brief article summary and detailed critique. It describes the main themes and issues raised in the article under review. Some evidence in relation to theory is presented but there is little evidence of student reflection or engagement in a comparative analysis. The source material used is listed using a proper format.

D The submission deals with the more descriptive aspects of the task and ignores the analytical elements. The submission format is acceptable (structure may have been better) and the source materials used are detailed.

E The submission is not complete in at least 30% of requirements. Did not meet minimum referencing guidelines

F The submission is not complete in at least 50% of requirements. Did not meet minimum referencing guidelines

G The submission is not complete in at more than 50% of requirements. No referencing throughout the entire assignment

NG No submission

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TABLE 5: Grade Descriptors – Formal Closed Book Examination

Grade Characteristics

A Excellent crafted essay that engages with the full implications of the question. Well-developed critical arguments and a clear and complete understanding of the material, and vocabulary/terminology Integration of knowledge and/or understanding across different modules and/or disciplines where relevant. Examples, scenarios and case studies drawn from wide range of reading. Originality of thought and interpretation The answer demonstrates an awareness of the nature and complexity of the marketing management tools, methodologies and interpretations

B Work that engages with the question concisely deploying relevant module content. The structures of the answers were clear with a critical argument, using the correct vocabulary. The answer demonstrated a very understanding of the relevant literature, themes and issues discussed in the module. Appropriate examples and scenarios were used and discussed. The answer demonstrated intellectual independence, perhaps drawing on ideas from elsewhere in the course. The answer demonstrates an awareness of the nature and complexity of the marketing management tools, methodologies and interpretations.

C Work that engages with the question within the context relevant module content. The structures of the answers were clear with some critical argument, using the correct vocabulary. The answer demonstrated most of understanding of the relevant literature, themes and issues discussed in the module. Appropriate examples and scenarios were explored. The answer demonstrated intellectual independence, although not beyond the module content. The answer suggested an awareness of the nature and complexity of the marketing management tools, methodologies and interpretations.

D Work that understands the question. Most points were covered from module content, but included minor factual errors. The structure of the answer did breakdown at times and the answer may be predominantly descriptive or a critical argument may not be strongly developed. The answer described some of the key themes and issues raised in the module, based on standard reading Examples, scenarios and case studies were mentioned but their full potential or significance was not be recognised. The work did not demonstrate original thought. The answer may have acknowledged the nature and complexity of the marketing management tools, methodologies and interpretations.

E Somewhat major errors in answers and facts presented. Unable to structure answers. No examples and scenarios mentioned.

F Major errors in answers and facts presented. Unable to structure answers. No examples and scenarios mentioned.

G Incomplete answers in majority parts of answers. Answers are totally not according to questions asked.

NG Did not attempt examination

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PART 6: CONCLUDING COMMENTSThis Study Guide is designed to assist and guide your learning for this module. It is important that you read it regularly and do so in conjunction with the core text, the assigned readings and session materials. Should you need clarification on issues covered, please let me know during the seminar sessions.

I hope you enjoy the module and wish you good luck with the rest of your study and for the future.

Dr Eric Clinton

January 2018

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APPENDIX 1

UCD SCHOOL OF BUSINESS

STUDENT CODE OF PRACTICE – TEAM WORK2

There are many reasons for using team work in higher education such as enhancing student

learning, promoting social interaction among students, developing generic skills (including

negotiation, delegation and leadership) and the individual students’ strengths and expertise.

There is an onus on the team to ensure that individual members provide maximum effort in

completing the assigned task/project. There is evidence to suggest that individuals

frequently exert less effort on collective tasks than on individual tasks (Williams and Karau,

1991)3. As the team size increases the Ringlemann Effect emerges: there can be an inverse

relationship between the size of the team and effort expended. It is fair to assume that team

effectiveness will increase when members work on tasks that are mutually important and

when each member believes they are contributing to an end goal.

UCD School of Business personnel are obliged to ensure that the operation and

management of assigned team-work are consistent with the integrity of the university

assessment process. It is also expected that, where the team-work contributes to a module

grade, members are awarded grades that accurately reflect their contribution to the

completion of the task.

This Code of Practice is developed to guide the work of student teams within an academic

setting and safeguard the integrity of team-based projects as part of our assessment of

student learning outcomes.

1. All Team members (whether assigned or self-selected) are expected to contribute

actively and equitably to the completion of the exercise/project.

2. All teams will set out and agree basic ground rules for their team in terms of team

communication procedures, performance targets, arranging and organizing meetings,

records, progress reports, solving problems, finalizing the project and signing off.

3. Roles (such as leader, convener or facilitator) might be assigned to particular team

members to facilitate the working of the team and specific milestones (weekly) agreed.

4. Team membership diversity (cultural, professional etc.) needs to be acknowledged,

valued and utilized as appropriate.

2Members of the School of Business Teaching and Learning Committee contributed to the development of this protocol.3 Williams, K.D., & Karau, S. J. (1991). Social loafing and social compensation: The effects of expectations of co-worker performance. Journal of Personality and Social Psychology, 61(4), 570-581.

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5. Team work undertaken by UCD School of Business students is subject to UCD policy on

academic programmes. For further details on this policy go to

http://www.ucd.ie/registry/academicsecretariat/student_code.pdf

6. UCD promotes an environment upholding the dignity and respect of all students as set

out in its policy on Dignity and Respect –

University College Dublin is committed to the promotion of an environment for work

and study which upholds the dignity and respect of the individual and which supports

every individual’s right to study and/or work in an environment which is free of any

form of harassment, intimidation or bullying.

The university recognizes the right of every individual to such an environment and

requires all members of the University community to recognize their responsibilities in

this regard.

Students are advised to read this policy document

http://www.ucd.ie/equality/policieslegislation/dignity_respect_policy.pdf

7. Any team member who is concerned about a member’s contribution to the team work

(and associated activities) must firstly communicate this (at the earliest time possible) to

the team members, and they must strive to resolve the problem.

8. If a team member believes that his/her concerns have not been addressed satisfactorily

within the team, the matter should be brought to the attention of the module coordinator.

The module coordinator/learning support officer (LSO) should strive to resolve the issue

at team level. Where this has not been achieved, the Academic Coordinator and/or the

School Head of Teaching and Learning will be informed.

Should the issues not be resolved, the parties above, taking into consideration the stipulations of this code and the University policy documents to which it refers, will to seek to mediate to find a solution, which is acceptable to team members and which retains the integrity of the team work assessment process.

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APPENDIX 2: 2 Important Documents

You are advised to read the following important documents before you commence your studies on this module:

1. Guidelines for the Late Submission of CourseworkThis document provides a detailed outline of the rules and regulations surrounding the

presentation, submission and marking of assignments. The guidelines provided must be

adhered at all times to avoid an unnecessary loss of marks. Further details on

www.ucd.ie/registry/academicsecretariat/late_sub.pdf

2. A Briefing Document for Students on Academic Integrity and Plagiarism.The University understands plagiarism to be the inclusion of another person’s writings or

ideas or works, in any formally presented work (including essays, theses, examinations,

projects, laboratory reports, oral, poster or slide presentations) which form part of the

assessment requirements for a module or programme of study, without due

acknowledgement either wholly or in part of the original source of the material through

appropriate citation. Further details please go to

www.ucd.ie/registry/academicsecretariat/plag_pol_proc.pdf

Plagiarism is a form of academic dishonesty. In any assignment, plagiarism means that

you have presented information or ideas belonging to someone else falsely as being your

own original thoughts on a subject.

All assessments/projects submitted must be the result of your own work.The following statement must be included on the cover page of all assignments submitted:

I declare that all materials included in this essay/report/project/dissertation is the end

result of my own work and that due acknowledgement have been given in the

bibliography and references to ALL sources be they printed, electronic or personal.

Signed: Student name/s, student number

Date:

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APPENDIX 3: TEAM AGREEMENT FOR TEAM X [DATE: ]

TEAM MEMBERS CONTACT DETAILS

1

2

3

4

5

6

INFORMAL COMMUNICATION

We have decided

1)2)3)

MEETINGS

We have decided

1)2)3)

MAKING DECISIONS

We have agreed

1)2)3)4)5)

SANCTIONS

We hope to work in harmony together. We have different strengths. We accept that this is a team piece of work and we are all responsible for doing our best. However we agree now that

If individuals have difficulties in working with the team or on the task, we will try to sort them out promptly by talking with each other

We will seek advice - as soon as is possible - from our tutor for those serious problems which we cannot resolve ourselves.

SIGNED

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APPENDIX 4

Note to Students: Providing a copy of this paper does not signify that future papers will follow the exact same format.

Choose 3 Questions from 6 provided.

Question 1 Outline the structure and content of an organization’s marketing plan.

Question 2 Explain how the product life cycle can be used in an organisation’s marketing audit process.

Question 3 Describe the range of marketing communication tools available to a business?

Question 4 Explain the global dimension in affecting the nature of marketing undertaken by organizations in an international environmental context.

Question 5 Discuss the importance of service in satisfying customer requirements and identify the factors that contribute to the delivery of the service quality.

Question 6Explain the steps involved in the New Product Development Cycle.

oOo

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