Assignment title: Information
www.anglia.ac.uk
Marketing
Management
Department: Leadership and Management
Module Code: MOD001228
Level: 7
Academic Year: 2016/17
Trimester: 1Module Guide
Page 1
Contents
1. Key information, Introduction to the Module and Learning Outcomes ........................................................ 2
1.1 Key Information................................................................................................................................... 2
1.2 Introduction to the Module................................................................................................................. 2
1.3 Learning Outcomes.............................................................................................................................. 3
2. Employability Skills in this Module................................................................................................................. 3
3. Outline Delivery and Reading Lists @ Anglia ................................................................................................. 4
3.1 Outline Delivery................................................................................................................................... 4
3.2 Reading List and Learning Resources .................................................................................................. 4
4. Assessment on this Module ........................................................................................................................... 4
Feedback ........................................................................................................................................................ 5
How to View Your Feedback in Turnitin Grademark...................................................................................... 5
4.1 Assessment Information and Marking Criteria ................................................................................... 6
4.1.1Element 010 – ASSIGNMENT 3000 WORDS (100%) .................................................................... 6
Marking Criteria for Element 010 – ASSIGNMENT 3000 WORDS ........................................................ 8
4.2 Re-assessment Information................................................................................................................. 9
4.2.1Re-assessment for Element 010 – ASSIGNMENT 3000 WORDS (100%)...................................... 9
5. Report on Last Delivery of Module .............................................................................................................. 10
Links to Other Key Information ......................................................................................................................... 11Module Guide
Page 2
1. Key information, Introduction to the Module and Learning Outcomes
1.1 Key Information
Module title: Marketing Management
Module Leader: Orla O’Connor
Campus / Building / Room: Chelmsford / Lord Ashcroft Building / 3rd floor
Extension: 6870
Email: [email protected]
Module Tutors: **to be completed at delivery locations**
External Examiners DAP: Leadership and Management
Every module has a Module Definition Form (MDF) which is the officially validated record of the module.
You can access the MDF for this module in three ways via:
the Virtual Learning Environment (VLE)
the My.Anglia Module Catalogue at www.anglia.ac.uk/modulecatalogue
Anglia Ruskin’s module search engine facility at www.anglia.ac.uk/modules
All modules delivered by Anglia Ruskin University at its main campuses in the UK and at Associate Colleges
throughout the UK and overseas are governed by the Academic Regulations. You can view these at
www.anglia.ac.uk/academicregs. An extract of the Academic Regulations, known as the Assessment
Regulations, is available at this website too (all new students will have received a printed copy as part of
their welcome pack).
In the unlikely event of any discrepancy between the Academic Regulations and any other publication,
including this module guide, the Academic Regulations, as the definitive document, take precedence over all
other publications and will be applied in all cases.
1.2 Introduction to the Module
Traditional marketing has been based largely on predictable and static models of buyer behaviour where
exchange has been assumed to be transactional, and strategy based on tried and tested prescribed tools and
techniques.
Present day customers are sophisticated consumers of product and service offers, are mobile, articulate and
can discriminate between alternative offers, and consequently make choices that hitherto were unthinkable.
Individuals and organisations have significant switching power, can accept and reject offers quickly, and have
portfolios of acquisition patterns that are unpredictable.
In fact, the term customer cannot be used in a generic sense for planning purposes, and transactional ideas
of exchange have given way to the formation of close value relationships between supplier and consumer.
What we regarded as a market, segmented by socio-economic groupings, or benefits has to be re-defined in
modern marketing.
What this commentary means is that value propositions put together by organisations with the intention of
targeting their offer in a general sense must instead tailor their offer towards individuals, and with an offer
that creates loyalty and a bonding relationship that forms part of the brand strength.
This module will seek to examine these issues using a series of case studies from a range of industries.
One of the main focuses for the design of this module has been the further development of relevant
employability and professional skills. Such skills are implicit in the learning outcomes.Module Guide
Page 3
Multiculturalism has been considered during the design of this module and will be considered when the
assessment brief is written.
1.3 Learning Outcomes
This module, like all modules at Anglia Ruskin, is taught on the basis of achieving intended learning
outcomes. On successful completion of the module, the student will be expected to be able to demonstrate
the following:
Knowledge and understanding
Intellectual, practical, affective
and transferable skills
LO 1. Identify the value proposition of an organisation and
demonstrate how it provides a competitive advantage for the
organisation;
LO 2. Critically evaluate the value propositions of a range of
companies competing in a market sector;
LO 3. From the analysis of the value propositions in 1 and 2,
synthesise a value proposition for a company identifying how it will
gain a competitive advantage;
LO 4. Manage information from a range of sources in the formulation
of a viable value proposition.
The assessment is based on meeting these learning outcomes, shown explicitly in section 4, where the
assessment task is linked to these learning outcomes.
2. Employability Skills in this Module
It is important that we help you develop employability skills throughout your course which will assist you in
securing employment and supporting you in your future career. During your course you will acquire a wide
range of key skills. In this module, you will develop those identified below:
Skill Skills acquired in this module
Communication (oral) X
Communication (written) X
Commercial Awareness X
Cultural sensitivity X
Customer focus X
Data Handling X
Decision making X
Enterprising X
Flexibility X
Initiative X
Interpersonal Skills X
Leadership/Management of others
Networking
Organisational adaptability
Project Management
Problem Solving and analytical skills X
Responsibility
Team working
Time Management X
OtherModule Guide
Page 4
3. Outline Delivery and Reading Lists @ Anglia
3.1 Outline Delivery
The table below indicates how the module will be delivered. However, this schedule is indicative and may
be subject to change.
Session Subject Area Advance Reading
Impact of Customer Value Imperatives
1 Introduction
Customer value
New marketing: marketing is dead, long live
marketing
Piercy ch 1
Relevant readings from literature on
value
2 How marketers are failing to provide customer focus. Piercy ch 2
3 Value-based market strategy Piercy ch 3 - 4
4 Case Study work identify customer value
Developing a value-based marketing strategy
5 Market strategy and the strategic pathway
Strategic Pathway – market sensing and learning
strategy
Piercy ch 5
Ardley, B., (2006) Telling Stories
about Strategies:A Narratological
Approach to Marketing Planning The
Marketing Review, 6, 197-209
Westburn Publishers Ltd, Piercy ch 6
6 Strategic Pathway – strategic market choices and
targets
Piercy ch 7
Kim, W.C. & Mauborgne, R., 2004.
Blue Ocean Strategy. Harvard
Business Review. October, pp.76-84
7 Strategic Pathway – value proposition Piercy ch 8; Barnes et al Kotler ch 5
Fifield ch 6
Johnson, M.W., Christensen, C.M. &
Kagermann, H., 2008. Reinventing
your Business Model. Harvard
Business Review. (December), pp.51-
59.
Andreson, J.C., Narus, A.J. & van
Rossum, W., 2006. Customer Value
Propositions in Business Markets.
Harvard Business Review. March,
pp.91-99
8 Strategic Pathway – key relationships Piercy ch 9
9 Case study work – evaluate value propositions of
company and competitor; produce revised value
proposition
Processes for Managing Strategic transformationModule Guide
Page 5
10 Identifying strategic gaps,
Implementation and change – managing key
processes, the goal of totally integrated marketing
Piercy ch 10 - 11
11 Implementation process and developing internal
marketing strategy
Piercy ch 12
12 Review of module
3.2 Reading List and Learning Resources
The reading list and learning resources for this module are available on Reading Lists at Anglia, you can
access the reading list for this module, via this link: http://readinglists.anglia.ac.uk/modules/BR.html
4. Assessment on this module
Element Type of assessment Word
or
time
limit
% of Total
Mark
Submission
method
Final Submission
Date
010 ASSIGNMENT 3000
WORDS
3000
words
100% Soft Copy through
TurniTin©
No later than
2pm on 12th May
2017
Successful marketing involves providing superior value to customers through the creation of a value
proposition that matches their values. Using appropriate marketing concepts/models, investigate
the perceived customer value of a company of your choice addressing the following areas:
Mark
Learning
Outcome
1. Using suitable models identify the customer perceived value for the
customers for a company of your choice 20 4
2. Critically evaluate the existing value proposition for the one you have
chosen. Compare and contrast the value proposition with that of the
leading competitor in its sector.
20 1-2
3. Benchmark the two value propositions, comparing and contrasting as
appropriate, and reaching a justified conclusion[s] 20 1-2
4. In light of your analysis of your existing value proposition and what
you have learnt in this module produce a new value proposition that
will match the value criteria of the customers.
20 3
5. Produce a plan to implement the value proposition externally and
internally 20 3
TOTAL MARKS 100%Module Guide
Page 6
Important: You are allowed to submit assignments up to five working days after the published (or extended)
deadline. If you do so, the element of assessment to which the assignment contributes will be capped at
40%.
You are requested to keep a copy of your work (excluding exams).
Feedback
You are entitled to feedback on your performance for all your assessed work. For all assessment tasks which
are not examinations, this is accomplished by a member of academic staff providing your mark and
associated comments which will relate to the achievement of the module’s intended learning outcomes and
the assessment criteria you were given for the task when it was first issued.
The marker of your assignment will include feedback on written assignments that includes answers to these
three key questions:
1. What is your overall feedback?
2. How does your assignment compare to the marking criteria?
3. How can you improve in the future?
Examination scripts are retained by Anglia Ruskin and are not returned to students. However, you are
entitled to feedback on your performance in an examination and may request a meeting with the Module
Leader or Tutor to see your examination script and to discuss your performance.
Anglia Ruskin is committed to providing you with feedback on all assessed work within 20 working days of
the submission deadline or the date of an examination. This is extended to 30 days for feedback for a Major
Project module (please note that working days excludes those days when Anglia Ruskin University is officially
closed; e.g.: between Christmas and New Year). Personal tutors will offer to read feedback from several
modules and help you to address any common themes that may be emerging.
On occasion, you will receive feedback and marks for pieces of work that you completed in the earlier stages
of the module. We provide you with this feedback as part of the learning experience and to help you
prepare for other assessment tasks that you have still to complete. It is important to note that, in these
cases, the marks for these pieces of work are unconfirmed. This means that, potentially, marks can change,
in either direction!
Marks for modules and individual pieces of work become confirmed on the Dates for the Official Publication
of Results which can be checked at www.anglia.ac.uk/results.
Assessment Information and Marking Criteria
4.1.1 Element 010– ASSIGNMENT 3000 WORDS (100%)
Mark
Learning
Outcome
1. Using suitable models identify the customer perceived value for the
customers for a company of your choice 20 4
2. Critically evaluate the existing value proposition for the one you have
chosen. Compare and contrast the value proposition with that of the
leading competitor in its sector.
20 1-2
3. Benchmark the two value propositions, comparing and contrasting as
appropriate, and reaching a justified conclusion[s] 20 1-2
4. In light of your analysis of your existing value proposition and what 20 3Module Guide
Page 7
you have learnt in this module produce a new value proposition that
will match the value criteria of the customers.
5. Produce a plan to implement the value proposition externally and
internally 20 3
TOTAL MARKS 100%
Hard copy assignments (Associate College partners)
This assignment is submitted via hard copy at office/location at your college. Academic staff CANNOT accept
work directly from you. If you decide to submit your work by post, it must arrive by midday on the due date.
If you elect to post your work, you do so at your own risk and you must ensure that sufficient time is
provided for your work to arrive. Posting your work the day before a deadline, albeit by first class post, is
extremely risky and not advised.Module Guide
Page 8
Marking Criteria for Element 010 – ASSIGNMENT 3000 WORDS
A++ = 90-100 A+ = 80-89% A = 70-79% B = 60-69% C = 50-59% D = 40-49% F = 30-39% F- = 20-29% F— = 10 -19% F---- = 0-9%
Identify the customer perceived value
An exceptional
analysis of key issues
and concepts with
very clear originality
and autonomy.
Exceptional research
skills, development of
conceptual structures
and argument.
Demonstrates
independence of
thought and a very
high level of
intellectual rigour and
consistency. Work
pushes the
boundaries of the
discipline and may be
considered for
external publication.
Outstanding analysis
of key issues and
concepts with clear
originality and
autonomy.
Outstanding research
skills, development of
conceptual structures
and argument.
Demonstrates
independence of
thought and a very
high level of
intellectual rigour and
consistency
Excellent analysis of
key issues and
concepts. Excellent
development of
conceptual structures
and argument.
Outstanding research
skills. Demonstrates
independence of
thought and a high
level of intellectual
rigour and
consistency.
Good analysis of key
issues and concepts.
Development of
conceptual structures
and argument.
Satisfactory
knowledge of key
issues and concepts.
Descriptive in parts
but some ability to
develop concepts and
argument.
Basic knowledge of
key issues and
concepts in discipline.
Generally descriptive,
with little argument.
Limited knowledge of
key issues and
concepts in discipline.
Largely descriptive,
with limited argument.
Little evidence of
knowledge of key
issues and concepts
in discipline. Largely
descriptive, with little
evidence of
argument.
Inadequate
knowledge of key
issues and concepts
in discipline. Wholly
descriptive, with
inadequate argument.
You did not answer
the question or
related learning
outcome.Module Guide
Page 9
Critically evaluate the value proposition for the chosen
organisation
and the leading competitor utilising appropriate
marketing tools and concepts
An exceptional
analysis of key issues
and concepts with
very clear originality
and autonomy.
Exceptional research
skills, development of
conceptual structures
and argument.
Demonstrates
independence of
thought and a very
high level of
intellectual rigour and
consistency. Work
pushes the
boundaries of the
discipline and may be
considered for
external publication.
Outstanding analysis
of key issues and
concepts with clear
originality and
autonomy.
Outstanding research
skills, development of
conceptual structures
and argument.
Demonstrates
independence of
thought and a very
high level of
intellectual rigour and
consistency
Excellent analysis of
key issues and
concepts. Excellent
development of
conceptual structures
and argument.
Outstanding research
skills. Demonstrates
independence of
thought and a high
level of intellectual
rigour and
consistency.
Good analysis of key
issues and concepts.
Development of
conceptual structures
and argument.
Satisfactory
knowledge of key
issues and concepts.
Descriptive in parts
but some ability to
develop concepts and
argument.
Basic knowledge of
key issues and
concepts in discipline.
Generally descriptive,
with little argument.
Limited knowledge of
key issues and
concepts in discipline.
Largely descriptive,
with limited argument.
Little evidence of
knowledge of key
issues and concepts
in discipline. Largely
descriptive, with little
evidence of
argument.
Inadequate
knowledge of key
issues and concepts
in discipline. Wholly
descriptive, with
inadequate argument.
You did not answer
the question or
related learning
outcome.
Benchmark the two value propositions, comparing and
contrasting as appropriate, and reaching a justified
conclusion[s]
An exceptional
analysis of key issues
and concepts with
very clear originality
and autonomy.
Exceptional research
skills, development of
conceptual structures
and argument.
Demonstrates
independence of
thought and a very
high level of
intellectual rigour and
consistency. Work
pushes the
boundaries of the
discipline and may be
considered for
external publication.
Outstanding analysis
of key issues and
concepts with clear
originality and
autonomy.
Outstanding research
skills, development of
conceptual structures
and argument.
Demonstrates
independence of
thought and a very
high level of
intellectual rigour and
consistency
Excellent analysis of
key issues and
concepts. Excellent
development of
conceptual structures
and argument.
Outstanding research
skills. Demonstrates
independence of
thought and a high
level of intellectual
rigour and
consistency.
Good analysis of key
issues and concepts.
Development of
conceptual structures
and argument.
Satisfactory
knowledge of key
issues and concepts.
Descriptive in parts
but some ability to
develop concepts and
argument.
Basic knowledge of
key issues and
concepts in discipline.
Generally descriptive,
with little argument.
Limited knowledge of
key issues and
concepts in discipline.
Largely descriptive,
with limited argument.
Little evidence of
knowledge of key
issues and concepts
in discipline. Largely
descriptive, with little
evidence of
argument.
Inadequate
knowledge of key
issues and concepts
in discipline. Wholly
descriptive, with
inadequate argument.
You did not answer
the question or
related learning
outcome.Module Guide
Page 10
Produce a revised value proposition.
An exceptional
analysis of key issues
and concepts with
very clear originality
and autonomy.
Exceptional research
skills, development of
conceptual structures
and argument.
Demonstrates
independence of
thought and a very
high level of
intellectual rigour and
consistency. Work
pushes the
boundaries of the
discipline and may be
considered for
external publication.
Outstanding analysis
of key issues and
concepts with clear
originality and
autonomy.
Outstanding research
skills, development of
conceptual structures
and argument.
Demonstrates
independence of
thought and a very
high level of
intellectual rigour and
consistency
Excellent analysis of
key issues and
concepts. Excellent
development of
conceptual structures
and argument.
Outstanding research
skills. Demonstrates
independence of
thought and a high
level of intellectual
rigour and
consistency.
Good analysis of key
issues and concepts.
Development of
conceptual structures
and argument.
Satisfactory
knowledge of key
issues and concepts.
Descriptive in parts
but some ability to
develop concepts and
argument.
Basic knowledge of
key issues and
concepts in discipline.
Generally descriptive,
with little argument.
Limited knowledge of
key issues and
concepts in discipline.
Largely descriptive,
with limited argument.
Little evidence of
knowledge of key
issues and concepts
in discipline. Largely
descriptive, with little
evidence of
argument.
Inadequate
knowledge of key
issues and concepts
in discipline. Wholly
descriptive, with
inadequate argument.
You did not answer
the question or
related learning
outcome.
Produce a plan to implement the value proposition
externally and internally
An exceptional
analysis of key issues
and concepts with
very clear originality
and autonomy.
Exceptional research
skills, development of
conceptual structures
and argument.
Demonstrates
independence of
thought and a very
high level of
intellectual rigour and
consistency. Work
pushes the
boundaries of the
discipline and may be
considered for
external publication.
Outstanding analysis
of key issues and
concepts with clear
originality and
autonomy.
Outstanding research
skills, development of
conceptual structures
and argument.
Demonstrates
independence of
thought and a very
high level of
intellectual rigour and
consistency
Excellent analysis of
key issues and
concepts. Excellent
development of
conceptual structures
and argument.
Outstanding research
skills. Demonstrates
independence of
thought and a high
level of intellectual
rigour and
consistency.
Good analysis of key
issues and concepts.
Development of
conceptual structures
and argument.
Satisfactory
knowledge of key
issues and concepts.
Descriptive in parts
but some ability to
develop concepts and
argument.
Basic knowledge of
key issues and
concepts in discipline.
Generally descriptive,
with little argument.
Limited knowledge of
key issues and
concepts in discipline.
Largely descriptive,
with limited argument.
Little evidence of
knowledge of key
issues and concepts
in discipline. Largely
descriptive, with little
evidence of
argument.
Inadequate
knowledge of key
issues and concepts
in discipline. Wholly
descriptive, with
inadequate argument.
You did not answer
the question or
related learning
outcome.Module Guide
Page 11Module Guide
Page 12
4.2 Re-assessment Information
If you have been unsuccessful in your first submission, you are required to improve upon your original assignment
carefully taking your tutor’s feedback on board and following closely the assessment criteria.
4.2.1 Re-assessment for Element 010 – ASSIGNMENT 3000 WORDS (100%)
Element Type of assessment Word or
time
limit
Deadline for assessment
010 Assignment 3,000 12th May 2017
Element 010 – Assignment
Mark Learning
Outcome
1 Using suitable models identify the customer perceived value for the
customers for a company of your choice
20 4
2 Critically evaluate the existing value proposition for the one you
have chosen. Compare and contrast the value proposition with
that of the leading competitor in its sector.
20 1-2
3 Benchmark the two value propositions, comparing and contrasting
as appropriate, and reaching a justified conclusion[s]
20 1-2
4 In light of your analysis of your existing value proposition and what
you have learnt in this module produce a new value proposition
that will match the value criteria of the customers.
20 3
5 Produce a plan to implement the value proposition externally and
internally
20 3
TOTAL MARKS 100%Module Guide
Page 13
5. Report on Last Delivery of Module
MODULE REPORT FORM
Module Code and Title: MOD001228 Marketing Management
Anglia Ruskin Department: Leadership and Management
Location(s) of Delivery:
Academic Year: Semester/Trimester:
Enrolment Numbers (at each location):
Module Leader: Orla O’Connor
Other Module Tutors:
Student Achievement Provide a brief overview of student achievement on the module as evidenced by the range
of marks awarded. A detailed breakdown of marks will be available at the Departmental Assessment Panel.
Feedback from Students Briefly summarise student responses, including any written comments
Module Leader/Tutor’s Reflection on Delivery of the Module, including Response to Feedback from Students
(including resources if appropriate)
Developments during the current year or planned for next year (if appropriate)
External Examiner’s Comments State whether the external examiner agreed the marks and/or commented on
the moduleModule Guide
Page 14
Links to Other Key Information
Assessment Offences: As an academic community, we recognise that the principles of truth, honesty and mutual
respect are central to the pursuit of knowledge. Behaviour that undermines those principles weakens the
community, both individually and collectively, and diminishes our values. There is more information on these
principles and the types of Assessment Offences here: http://www.anglia.ac.uk/modguide4.aspx Penalties for
poor academic practice can be severe so ensure you are aware of what is expected and how to reference
correctly.
There is a guide to Good Academic Practice here: http://anglia.libguides.com/plagiarism
Attendance Information: Attending all your classes is very important and one of the best ways to help you
succeed in this module. Link to more details on the Attendance Requirements here:
http://www.anglia.ac.uk/modguide1.aspx
Examinations: Examinations are held in January (semester/trimester 1), May (semester/trimester 2) and in
August (trimester 3). All examinations are scheduled by the Examinations Unit, the dates and locations will be
posted on the following website: http://web.anglia.ac.uk/anet/students/exams/
External Examiners: An up-to-date list of external examiners is available to students and staff at
http://www.anglia.ac.uk/eeinfo The external examiner for this module is in the Leadership and Management
department. These are academic examiners from other institutions who independently approve and confirm the
quality and standard of our modules and assessments.
How is My Work Marked and Flowchart of Anglia Ruskin’s Marking Process: After you have handed your work in
or you have completed an examination, Anglia Ruskin undertakes a series of activities to assure that our marking
processes are comparable with those employed at other universities in the UK and that your work has been
marked fairly, honestly and consistently. More information about this is given here:
http://www.anglia.ac.uk/modguide5.aspx
Module Evaluation: During the second half of the delivery of this module, you will be asked to complete a module
evaluation questionnaire to help us obtain your views on all aspects of the module, more about this process is
included here: http://www.anglia.ac.uk/modguide6.aspx
Reading Lists: These are now all available online: http://readinglists.anglia.ac.uk
Re-assessments: Re-assessment dates will be stated on e-vision, you can check the specific date your reassessment assignment is due in on: http://e-vision.anglia.ac.uk or alternatively, if it is an examination, these are
scheduled by the Examinations Unit, the dates and locations will be posted on the following website:
http://web.anglia.ac.uk/anet/students/exams/
University Generic Assessment Criteria: This module is at level 7, information on the criteria that the university
uses to mark your work can be found here: http://www.anglia.ac.uk/criteria