QB 2007 Marketing: Individual Assignment Brief
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General Instructions:
Word Count: 1, 500 words. This excludes, Cover Sheet, Table of Contents, References and Appendices.
Word count should not be exceeded (an allowance of +/ – 10% of the stated value is allowed).
Referencing: The Harvard Reference Standard should be used for all submission. For guidance on use
please see this guide: Harvard Referencing Standard Guide
Figures & Tables: All figures and tables should have a number, clear description and note any source
reference(s) used in their creation.
Presentation and Submission of Assignment:
1. Assignments should be typed using 11-point font size (Arial), with 1½ line spacing and a 4 cm margin
on the right-hand side of the page. All pages must be numbered.
2. Your briefing note must be submitted via MyAberdeen by 3pm (Qatar time) on Thursday 3
rd
November, 2022.
IMPORTANT: ALWAYS RETAIN AN ELECTRONIC COPY OF YOUR ASSIGNMENT
The Task: Research and prepare a report that critically evaluates a marketing
model of your choice.
The critical report should be an individual piece of work consisting of approximately 1, 500 words(plus
or minus 10%, not including references). You may base your report on any marketing model that you
have been introduced to on the course. However, it would be beneficial if you were to conduct further
background research and make comprehensive recommendations to support your central line of
discussion.
You should, where appropriate, make reference to academic journal articles or examples derived from
contemporary marketing practice where insight may support your analysis. If you include statistical
data this must also be correctly referenced and these sources, together with any academic or reported
material, must be included in a reference section attached to your report.
Further Guidance
Please ensure you use the Harvard Referencing Standard. For guidance on the Harvard Referencing
Standard
Essay to be submitted in MS Word.
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Specifications and Requirements:
The critical report must have a completed Submission Cover Sheet accompanying it.
Note: Late submissions will receive a penalty as per the University‘s Regulations and Guidelines.
Your answers to the question will be assessed on the basis of: Structure, Content and Presentation.
In terms of the Structure, students are reminded that critical reports should be written in a business
like, professional style with an executive summary, and points and ideas clearly enumerated and
explained. Think about the structure of the report with particular focus on the sections that you think
are important. Don’t forget to include a conclusions and recommendations section. You may also
want to include an appendix section for additional and supporting material that may be of use to the
reader.
In terms of the Content, students must demonstrate: [i] knowledge of the marketing model in
question; [ii] the ability to search out additional (relevant) material to that given in the lecture; [iii] the
ability to collate material into logical and coherent lines of reasoning in a critical and analytical fashion;
and [iv] the ability to inform the reader whilst answering the question.
In terms of Presentation, your critical report should be typed. All Figures, Charts and Diagrams must
be labelled and referred to in your text.
Finally, please ensure that your work is written in your own words. A written piece of work cannot be
a simple ‘cut and paste’ of material found on the web or in journals or books. Moreover, you must
accurately acknowledge the contributions of others (i.e. your work must properly reference quotes,
ideas etc.). A full list of the references you use (listed alphabetically and by surname) must be included
at the end of your work – use the Harvard Referencing System.
Dr Tim Stone/Stephen Fettes
(September, 2022)
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QB 2007 Marketing – Individual Assessment
Critical Report – Grading Rubric
Students will be able to explain concepts/models in the context of marketing.
Trait Does not meet
expectations
Meets expectations Exceeds expectations CGS
Grade
Explanation of
marketing
concepts/models
Limited explanation of
marketing
concepts/models.
Ability to explain
marketing
concepts/models.
Demonstrable ability to
understand and critically
reflect upon marketing
concepts/models.
Depth of knowledge of
marketing
concepts/models.
Limited depth of
knowledge of marketing
concepts/models.
Ability to understand
marketing
concepts/models.
Demonstrable ability to
understand marketing
concepts/models in detail.
Ability to use
concepts/models to
transform marketing
practice.
Limited ability to use
concepts/models to
transform marketing
practice.
Ability to use
concepts/model to
transform marketing
practice.
Demonstrable ability to
clearly use
concepts/models to
transform marketing
practice.
Students will be able to engage with academic and practical insight in the context of marketing.
Trait Does not meet
expectations
Meets expectations Exceeds expectations CGS
Grade
Ability to search out
additional relevant
material to that given
in the lecture
Limited ability to identify
additional relevant
material.
Ability to identify relevant
additional material from
academic journal articles
and/or industry insight.
Demonstrable ability to identify a
range of relevant additional
material from academic journal
articles and/or industry insight.
Ability to collate
material into logical
and coherent lines of
reasoning in a critical
and analytical fashion
Limited ability to use
material to construct a
logical and coherent line of
reasoning.
Ability to use material to
construct a logical and
coherent line of reasoning.
Demonstrable ability to use
material to construct a logical and
coherent line of reasoning.
Ability to inform the
reader whilst
answering the question
Limited ability to answer
the question.
Ability to answer aspects
of the question.
Demonstrable ability to answer the
question
Students will gather information and use it to modify concepts/models.
Trait Does not meet
expectations
Meets expectations Exceeds expectations CGS
Grade
Know the difference
between an appropriate
and inappropriate source.
Limited knowledge of the
difference between an
appropriate and
inappropriate source.
Some knowledge of the
difference between an
appropriate and
inappropriate source.
Detailed knowledge of the
difference between an
appropriate and inappropriate
source.
Use appropriate
information to evaluate
the applicability of
concepts/models.
Limited use of appropriate
information to evaluate
the applicability of
concepts/model.
Some use of appropriate
information to evaluate
the applicability of
concepts/models.
Detailed use of
appropriate information to
evaluate the applicability
of concepts/models.
Use appropriate
information to modify
business management
concepts/models.
Limited use of appropriate
information to modify
business management
concepts/models.
Some use of appropriate
information to modify
business management
concepts/models.
Detailed use appropriate
information to modify
business management
concepts/models.
Students will choose project topics to reflect their personal strengths.
4
Trait Does not meet
expectations
Meets expectations Exceeds expectations CGS
Grade
Identification of topic of
interest.
Limited ability to identify
a topic of interest.
Some ability to identify a
topic of interest.
Detailed ability to identify a
topic of interest.
Demonstration of depth
of understanding.
Limited demonstration of
depth of understanding.
Some demonstration of
depth of understanding.
Detailed demonstration of
depth of understanding.
Realisation of scholastic
ability.
Limited realisation of
scholastic ability.
Some realization of
scholastic ability.
Detailed realisation of
scholastic ability.
KEY: Does not meet expectations – 8 or less: Meets expectations = 9 – 17: Exceeds expectations = 18
or more.
Further Comments
Marker: Overall Grade: