Course Title: MBA (Full time)

Module Title: Strategic Marketing

Module Number: G106658

Module Tutor: Jackie Harris

Date set: Week commencing w/c 21sth March 2011

Date due: On Moodle/MLE - on or before 4pm on Friday 16th May 2011 (plus
the TurnItin report)

Date to be returned: Assignments will be marked within the regulatory 15 work

ings days and will then be available for collection from your module Tutor

Note A re-sit assignment will be set to facilitate grade retrieval if req

uired.
Learning Outcomes tested
No. Domain Description
1 Knowledge Demonstrate knowledge and understanding of Strategic Mar
keting. Evaluate contemporary approaches to Strategy and discuss in the context
of marketing and business models.
2 Research Retrieve and utilise relevant information from an extens
ive range of appropriate sources e.g. textbooks, newspapers, websites, journals,
legislation, reports and Government reports
3 Critical thinking Critically analyse, evaluate and synthesise by a
pplying Strategic Marketing constructs to complex and contemporary situations.
4 Communication Present information demonstration quality and clarity of
expression, use of terminology appropriate for the target audience by communica
tion contemporary Strategic Marketing theories in a coherent way. Clearly commun
icate information using a writing style and structure appropriate to the assessm
ent tool
5 Argument development Appraise the Strategic Marketing management func
tion in a contemporary organisation context through the analysis of multiple sou
rces of data and materials.
6
Key skills Demonstrate autonomy, self-appraisal and reflection in c
ompleting work. Analyse and discuss case study material in tutorials both in gr
oups as well as an individual.
Use of practical and analytical skills to discuss contemporary marketing managem
ent case study material and produce narrative showing an awareness of the challe
nges facing Businesses. Develop an understanding of the social responsibility an
d ethical issues facing businesses in a global and contemporary context.
Please read carefully, complete all tasks as outlined, – guidelines for submission
are provided.
1. Critically evaluate Piercy’s (2009) value based marketing strategy approac
h in relation to at least two other models of strategic planning.
2. In the development of your argument, discuss its usefulness in the busin
ess landscape of 2011.
3. Reflect upon how such insight may influence your future decision making
as a manager.
4. You must use valid references from academic refereed journal articles or
the core text (website references are not acceptable).
Word limit: 2,500-3,000 words (to be indicated in the footer)
Assessment Criteria:
The assignment will be assessed through the following outputs and against the le
arning outcomes for the module:
1. The critical evaluation and analysis of the subject under review and a s
ystematic comparison with appropriate areas of models, methods and/or frameworks
.
2. The identification, and development of key discussion points that underp
in and justify the validity and context(s) of argument development within areas
identified. The reflection upon learning of future actions from a management per
spective.
3. The appropriate and correct use and presentation, that conforms to Harva
rd referencing standards, of valid references from academic refereed journal art
icles, the core text and/or valid text resources (not online websites).

SUBMIT THIS VIA MOODLE by 4pm on or before Friday 20th May 2011 with a TurnItin
report.

The module tutor reserves the right not to mark any submission that does not com
ply with these guidelines.
Further guidance – Referencing (Extracts taken from the University of Wales Newpor
t Referencing Handbook) and Plagiarism handbook

• How do you reference?

There are a number of different methods of citing and listing your references or
bibliography, but the accepted method of referencing used at University of Wale
s, Newport is the Harvard System of referencing.
• Where do you reference?
Both references to sources acknowledged in the text and those works which have b
een of value (for example, for background reading) but which have not been speci
fically referred to in the text must be acknowledged in the bibliography.
• When do you reference?
You should reference other’s work whenever you draw on it for inspiration, use it
as support for a theory or argument, or use it for particular examples.
• Referencing in the Text (In Text Referencing)
Referencing in the text or in text referencing is where all the sources (text ba
sed and electronic) which you have referred to in your assignment, essay or diss
ertation are acknowledged (cited). Unintentional plagiarism can occur if you fai
l to follow the rules regarding in text referencing of summarised, paraphrased a
nd quoted work. Every piece of information you use in the text of your assignmen
t, essay or dissertation that is not part of your own original research, be it a
n argument, opinion, fact, idea or theory must cited and listed in alphabetical
order by author/editor/artist surname at the end of the work in
the reference section or list.
• Summarising the Work of Others
Summarising or briefly describing the work of another person.
Where the author name is not cited directly - put authors’ name and the year of pu
blication in brackets at the end of the summary. e.g.
The 1980 study of the speech of witnesses in Carolina court cases investigated w
hether gender and weakness or lack or power should be conflated in this way (Bar
r and Atkins, 1981)
Where the author name is cited directly and is part of the sentence -put the yea
r of publication in brackets after the author’s name. e.g. In 1980, O’Barr and Atkin
s’s (1981) study of the speech of witnesses in Carolina court cases investigated w
hether gender and weakness or lack or power should be conflated in this way. Not
e: For summaries (brief descriptions of work) and for indirect quotations some t
utors may ask you to also include a page number. If in doubt, always check.
• Paraphrasing the Work of Others
Paraphrasing the work of another person or putting their theories or ideas in yo
ur words and in your own style must be cited. e.g. The original:
Enormous harm had been done to America, and the country was grieving. Many Ameri
cans were angry and vengeful. The paraphrased version:
America had suffered greatly and was damaged and sorrowful. A great number of th
e people wanted revenge. (Poole and Richardson, 2006, p. 126)
• Listing the Work of Others
This is a straight forward list of studies/reports/research in a particular subj
ect field. e.g. Further studies which have pursued the issue of women’s language o
r powerless language are Leet-Pellegrini (1980), Beattie (1981) and Woods (1989)
.
• Quotations
There are two types of quotation you can use when writing your assignment, essay
or dissertation – the direct or indirect quote. The direct quote is where you use
the author’s own words directly as it was written in the original work. Sometimes
, you do not want to use direct quotations i.e. the exact words of the author, b
ut you can still make reference to what they have written; this is indirect quot
ation. Direct quotes are also treated differently in the text depending on wheth
er they are long or short.
• Direct quotes (Short)
Short quotes (under 4 lines of prose) should be placed in the body of the text a
nd enclosed in quotation marks. e.g. As Bell (1993, p.23) says, ‘Finding informati
on in the first place can be hard enough. Finding it again sometimes afterwards
can be even harder unless your methods of recording and filing are thorough and
systematic.’
• Direct quotes (Long)
Longer quotations should be preceded by a colon and begin a new line. They shoul
d be set off from the text and indented at least or 2.5 cms (1inch). Quotation m
arks should not be used. You must include the page number of the quoted passage,
with both long and short quotations. e.g. Some of the most sensible advice for
anyone carrying out literature search and on keeping records of their findings s
tates that: In the early stages of an investigation it may seem enough to jot do
wn a reference on the back of an old envelope, but old envelopes thrown into a b
ox will not provide you with a reliable resource, and the likelihood is that ref
erences will be incomplete and difficult to track down at a later stage. If you
are going to need half a dozen references, then scraps of paper may serve, but a
s your investigation proceeds, you accumulate many sources of information, and a
n orderly system is necessary from the beginning. (Bell 1993, p.23)
To see the complete document go to:
http://www3.newport.ac.uk/docstore/b/aevans03/bibliographies.pdf
Plagiarism and unfair practice
It is dishonest not to acknowledge the work of other people and you open yoursel
f up to the accusation of plagiarism. The text of this assignment must be in you
r own words (not even a sentence or phrase should be taken from another source u
nless this source is referenced or the phrase placed in quotes).
Plagiarism is described as:
• copying text from internet sources, published works or from lecture notes withou
t full referencing and direct quotations
• copying another students assignment;
• collusion – which is when work that has been undertaken by or with others is submi
tted and passed off as solely your own work.
• bringing unauthorised materials into an examination, e.g. copying from notes, do
wnloading material onto a mobile phone etc;
• Fabrication of data, making false claims to have carried out experiments, observ
ations, interviews or other forms of data collection and analysis.
• Presentation of evidence of special circumstances which is false or falsified or
which in any way misleads or could mislead Examination Boards.
For more information in respect of plagiarism please refer to the University Ass
essment Regulations at the following web address:
http://quality.newport.ac.uk