Summative Assessments

LEARNING OUTCOMES (LOs)

The Marketing and Sales Management course covers the following learning outcomes:

1.1 Understand the importance of marketing orientation
1.2 Recognize the factors that determine customer value and satisfaction
1.3 Be aware of customer characteristics and decision-making processes
1.4 Understand the elements that make up segmenting, targeting and positioning processes
1.5 Understand the elements of the marketing mix
1.6 Recognize the importance of effective sales processes alongside value creation and delivery

SUMMATIVE ASSESSMENT 1: RESEARCH ESSAY

LOs: 1.1, 1.2, 1.3, 1.4, 1.5 Submission Requirements:

• Research Essay 1,500 words (+/- 10%)

For this assessment, you will research current thinking on the concept of millennials and complete a short answer essay explaining your findings. You must look at academic papers as well as professional papers and commentary. You will consider the three concepts or frameworks that have been covered in the learning materials, and evaluate how this new ‘category’ of individuals has or should change marketing practice.

Key specifications and requirements

• You must articulate what or who millennials are and reference accurately where these claims come from

• You must use a range of sources and opinions and show awareness of the debates surrounding what or who millennials are

• You must set out three marketing concepts that you wish to consider (referencing or crediting these concepts to

  credible sources)

• You must evaluate – showing your thinking and evidence – how millennials could change marketing practice

• Your work should be set out as an essay

• Ensure that your essay has an introduction and a conclusion. Be clear about the use of paragraphs.

• For this essay, section headings can be used

• Write in the third-person (e.g. “This essay considers…”..; “From the evidence it can be concluded that…”). In

  other words, avoid use of “I” or “we” or “our”

• Label any diagrams used (e.g. Figure 1), give it a title, and credit the source

• Use Harvard referencing accurately

• Remember, the essay should be written in your own words. If you use a quote or directly insert words used by others then these

  must be placed in speech marks (“…”) and be followed by the author(s) family name, year and page number(s). If you are just

  using an idea then you should still acknowledge (reference) the source, but no page numbers are needed.

• Ultimately, remember, you are ‘navigating’ the reader through ideas / thinking and evidence and you are coming to a

  position. As such, there must be considerable ‘you’ in the work. The work cannot simply be a collection of others people’s

  commentary. You should be comparing, contrasting, evaluating and then ultimately proposing a conclusion.

• Word length should be 1500 words (+/- 10% not including references). Please include a word count at the end

  of the assignment

  Your assessment should display the following criteria:

  • Your knowledge of core marketing concepts / frameworks

  • Your ability to place these into context (the millennial consumer)

  • Your ability to think about effective marketing practice

  • Your ability to source and use a variety of types of material

  • Your ability to communicate ideas effectively

SUMMATIVE COURSEWORK 2: REFLECTIVE REPORT

LOs: 1.2, 1.3, 1.6 Submission Requirements:

• Reflective Report 2000 words (+/-10%)

Review and research further the thinking on sales management. You must look at academic papers, as well as professional papers and commentaries. Drawing on your own experiences of a workplace, evaluate how an organisation could develop its practice to take on the concepts of The Challenger Sale and The Challenger Customer – either in full or in an adapted form.

Key Specifications and Requirements:

• You must briefly set out the organisation, what it does (its market offerings), and its current sales process. This could be your own organisation, or another you have chosen.

• You must set out the concepts of The Challenger Sale and The Challenger Customer in a high level summary form. Please remember to reference / credit these concepts to credible sources.

• You must evaluate – showing your thinking and evidence – how far the concepts are, or could be, used in the organisation.

• You must provide critical reflection on your own experiences, as well as what you have learned during this course

• Your work should be set out as a report.

• Ensure that your report has clear sections. Be clear about the use of paragraphs within your sections.

  Reports must have an executive summary, a contents page, an introduction, main sections, and end

  with a conclusion / recommendation section.

• Write in third-person (e.g. “This report considers…”..; “From the evidence it can be concluded that…”). In

  other words, avoid the use of “I” or “we” or “our”.

• Label any diagrams used (e.g. Figure 1), give it a title, and credit the source.

• Use Harvard referencing appropriately and accurately.

• Remember, the report should be written in your own words. If you use a quote or directly insert words used by

  others then these must be placed in speech marks (“…”) and be followed by the author(s) family name, year and page number(s). If you are just using an idea then you should still acknowledge (reference) the source, but no page numbers are needed.

• Ultimately, remember, you are ‘navigating’ the reader through ideas / thinking and evidence and you are coming to a position. As such, there must be considerable ‘you’ in the work. The work cannot simply be a collection of other people’s commentary. You should be comparing, contrasting, evaluating and then ultimately proposing a conclusion.

• Word length: 2000 words (+/- 10% not including references). Please include a word count at the end of the assignment.

  Your assessment should display the following criteria:

  • Your knowledge of sales/marketing concepts and frameworks

  • Your ability to place these into context (in an organisation of your choosing and within personal reflections)

  • Your ability to think about effective marketing practice

  • Your ability to source and use a variety of types of material

  • Your ability to communicate ideas effectively