DRAFT .
ASSIGNMENT INSTRUCTIONS
Interim/Final and Intake:
Interim/January intake
Assessment code:
012
Academic Year:
2016/17.
Semester:
1
Module Title:
Principles and Practice of Marketing for Healthcare and Hospitality
Module Code:
MOD003507
Level:
5
Module Leader:
Neil Jones
Weighting:
50%
Word Limit:
3000 words
Submission Date:
This assignment must be received by no later than – Monday 3rd April
WRITING YOUR ASSIGNMENT:
This assignment must be completed individually.
The Harvard Referencing System must be used.
Your work must indicate the number of words you have used. Do not exceed the maximum number of words specified above; all assignments which do so will be penalised. The penalty will be the deduction of marks at the Marker’s judgement.
Assignment submissions are to be made anonymously. Do not write your name anywhere on your work. Write your student ID number at the top of every page.
Where the assignment comprises more than one task, all tasks must be submitted in a single document.
You must number all pages.
SUBMITTING YOUR ASSIGNMENT:
You must submit your assignment using Turnitin software and obtain a receipt. Work cannot be uploaded on Turnitin after the stated date and time, and will receive a mark of 0% unless an extension has been approved in advance of the deadline.
Requests for short-term extensions will only be considered in the case of illness or other cause considered valid by the Student Adviser (studentadvice@lca.anglia.ac.uk).
These must normally be received and agreed by the Student Adviser in writing at least TWENTY-FOUR (24) hours prior to the deadline.
Please refer to the Academic Regulations or your Student Handbook for full details
Assignment question(s)
As a Marketing consultant for A Business Consultants Ltd, you are required to prepare a 3,000 word report to the Marketing Director of an organisation of your knowledge covering the following questions. Your work should be focused on a healthcare or hospitality organisation.
You are also required to prepare a 500 word background report describing the current marketing strategy of your organisation. Although this background information will not contribute towards your final grade, it will provide the research on which to build your graded answers. THIS SHOULD NOT BE A HISTORY OF YOUR CHOSEN ORGANISATION
Provide a detailed explanation of the difference between transactional and relationship marketing. Analyse the effectiveness of any policies your organisation has implemented to enhance a customer centric approach to their marketing strategy.
30 marks
Outline and analyse the impact of macro and task environments on your organisation’s marketing strategy.
40 marks
Highlight your organisation’s key STPs. Evaluate how effective their strategies to meet the needs of these STPs are. 30 marks
NB- at level 5 students should include a minimum of 8 references. This should include the core text book, other text books, journals/articles, information from your chosen organisation.
Marking guide
Tasks 1 to 3
30-39%
· The overall message is hard to follow or may lack focus.
· The point of the exercise has been missed
· Ideas are not developed beyond basic restatements.
· The work is lacking in organisation at any level
· Use of source materials is extremely limited or extremely excessive use of direct quotations
· Little or no understanding of Harvard referencing
· Grammar and vocabulary errors make comprehension extremely difficult
40-49%
· The overall message is poorly developed or may deviate significantly
· Ideas are poorly developed with little analysis
· The organisation of paragraphs or sections does not help the reader’s understanding
· Use of source materials is limited or excessive use of direct quotations
· Poor understanding of Harvard referencing; inconsistencies and errors
· Grammar and vocabulary errors cause strain to the reader
50-59%
· The overall message can be followed but is not always clear or fluent
· Ideas begin to develop but lack critical insight
· The work is organised to a basic structure but may lack cohesion
· Adequate use of source material
· Adequate use of Harvard referencing
· Grammar and vocabulary errors exist but do not cause strain
· A technical and academic vocabulary can be seen emerging
60-69%
· The overall message is clear
· Ideas begin to develop and critical analysis is applied
· The work is well structured, which aids the reader’s comprehension
· Good use of source material and source analysis
· Accurate use of Harvard referencing
· No notable grammar errors, low frequency vocabulary used effectively
· A technical and academic vocabulary is demonstrated
70%+
· The overall message proliferates throughout and is clearly identifiable
· Ideas are adeptly developed and argued
· The structure of the work helps to deliver the overall point being made
· Excellent use of numerous sources, which are analysed
· Flawless use of Harvard referencing
· No grammar or punctuation errors
· A broad technical and academic vocabulary is used to provide high levels of detail and accuracy
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