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Durham University Business School
Marketing Management & Strategy
2016/17 MSc Marketing
INDIVIDUAL SUMMATIVE ASSIGNMENT
Overall word limit 2,000 words maximum.
YOUR COMPLETED ASSIGNMENT MUST BE SUBMITTED TO DUO NO LATER THAN 2.00pm on 20TH JANUARY 2017
Choose one of the below marketing elements (A):
Positioning
Product
Promotion
Price
Place
Choose one of the below industries (B):
 Pet food (FMCG)  Publishing
 Department store  Video games and consoles
 Luxury car  Social networking
 Banking and finance  App
Critically discuss the role of your chosen marketing element (A) in the strategic marketing process of your chosen industry (B).
You should back up your arguments with proper academic references where possible. You may use various examples in the chosen industry to illustrate your viewpoints. You are expected to use at least 6 references from journal articles, in addition to the references you might draw from trade journals, company/practitioner reports, lecture notes, or textbooks.
MARKING GUIDELINES
Performance in the summative assessment for this module is judged against the following criteria:
 Relevance to question(s)
 Organisation, structure and presentation
Marketing Management & Strategy 2016/17 MSc Marketing
© 2016
Page 2
Durham University Business School
 Depth of understanding
 Analysis and discussion
 Use of sources and referencing
 Overall conclusions
Assignments must be typed or word-processed on white, A4 paper using 1.5 or double spacing and with margins of 2-3 cm using 12 point Arial font. Pages should be numbered and stapled together in the top left hand corner. Assignments should contain a Title page (giving Module Title, Anonymous Code, Programme and Date) and a Contents page. The word count should include all the text (plus endnotes and footnotes), but exclude diagrams, tables, bibliography, list of references and appendices.
All students submitting assessed work for the Masters Programmes will be required to adhere to the published required word length for each particular course component. Work exceeding the word limit will be penalised, since it is essential that students who stay within the word limit are not disadvantaged in relation to those students who exceed the word limit and who may therefore provide a fuller answer to the questions posed. Examiners will stop reading once the word limit has been reached.
The word count should include all the text (plus endnotes and footnotes), but exclude diagrams, tables, bibliography, list of references and appendices.
Whilst tables may be included in your work, they should not be used as a way of excluding text from the word count.
Very occasionally it may be appropriate to present, in an Appendix, material which does not properly belong in the main body of the assessment but which some students wish to provide for the sake of completeness. Appendices will have no role in the assessment; examiners are under no obligation to read Appendices and they do not form part of the word count.
Staff reserve the right to check the assignment submitted via DUO if they feel the assignment may be over-length. Please also ensure that you always retain an electronic copy of all work submitted for assessment.
You are required to submit an electronic copy of your assignment on DUO which will be put through the plagiarism detection service. The deadline is 20TH JANUARY 2017 AT 2:00PM.
Marketing Management & Strategy 2016/17 MSc Marketing
© 2016
Page 3
Durham University Business School
PLAGIARISM and COLLUSION
Students suspected of plagiarism, either of published work or work from unpublished sources, including the work of other students, or of collusion will be dealt with according to Business School and University guidelines.

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