Faculty of Business and Law Module Title: Marketing Research and Data Analysis Module Code: KH4006 MKT Assignment Brief Coursework Title: Case Study Coursework Number: 1 Module Leader: Hand-in date and time: December 8th, 2022 Dr Soha Abutaleb Email: soha.abutaleb@tkh.edu.eg Module Staff: Individual assignment Mariam Saba Email: Mariam.saba@tkh.edu.eg Donia Yassin Email: Donia.ashraf@tkh.edu.eg Word Count: This assignment counts for 50 % of 2000 words Module Mark/Credit value of the Estimated Time: 60 hours Around 60 hours of study time will need to be invested in this module marks: 10 credits assignment. This includes lecture/seminar time and carrying out guided and self-guided study and writing. Online submission arrangement via Moodle; a link will be Mark and Feedback date: posted in Moodle, through which you will be able to upload your work. Mark and Feedback method: via Gradebook Case Study Report Write a case study on a company of the student choice describing a problem or an opportunity the company is facing in the market. They will choose one product/service to focus on in their report. The company should be operating in Egypt. The student will describe the company profile, product lines, their recent developments, followed by the relevant issues/problems confronting the company. It is recommended for the student to have contact with a company of his/her choice to gather more information and to have a clearer background about the problem/opportunity as well conducting secondary research in understanding the problem/opportunity at hand. The interview with the company the student will conduct is optional. The aim of conducting interviews is to realize the difference between conducting primary and secondary research. Guidance and support will be provided to students to have contact with companies. After interviewing the company and gathering online data, the report will end by the Management decision problem (MDP) and Marketing Research problem (MRP). The student here assumes that he is a team member in a Marketing research agency working for the company. Thus, the MRP will be developed based on the students’ understanding of the company’s case. ▪ MDP: it refers to the decision facing the company (Question form) ▪ MRP: it refers to the information needed by the Marketing research agency to answer the MDP and help the company to solve the problem or to capitalize on the opportunity in the market. (Statement form) ▪ MRP Components: These are the information needed to be collected from consumers to have more depth and details on how to take the right decision. They are in the form of questions. ▪ The Report structure will be as follows: • Task 1: Company background (Divisions, portfolio, product lines) • Task 2: The aim of the research project. They might have a few overarching aims or objectives which set out what the project ultimately seeks to achieve, as well as the circumstances that have led to the need for such research, if applicable. • Here are a few examples of project aims: • Assess the impact of advertising on sales • Recommendations of improvements for product x to attract potential consumers Examine consumer trends in the food and beverages industry before launching a new product • Task 3: Research Objectives in the form of bullet points (3-5 objectives) • Task 4: The target audience that will be considered in the research. Student should describe the group targeted by the company. Descriptions should draw on demographics, behaviours, psychographics and geographics factors. • Task 5: State the importance of integrating both secondary and primary data. Show in your report how this helped in collecting information, having more insights and depth about the problem or the opportunity. • Task 6: State clearly the MDP and MRP to clarify the purpose of this research project. The MDP will be in the form of a question, The MRP is a statement and MRP components are in the form of questions. • Task 7: The final point, students can briefly suggest/recommend based on their understanding a suitable research design (Type of research+ Methods) for their research project and state why. Further Recommendations Successful candidate can demonstrate the ability to: ▪ Having an excellent writing of a case study in terms of English, flow of ideas, punctuation, and Grammar ▪ Academic writing skills ▪ Citations and referencing for the information in the case study ▪ A copy of business card, in case of conducting an interview ▪ Clear definition of the company problem/opportunity ▪ Clear presentation of the MDP and MRP at the end of the report ▪ Report word count should not exceed 2000 words and covers all required points Additional Information Module Learning Outcomes Assessed in this assignment? LO1 1. Analyze and apply the marketing research process to a range of data in order to provide solutions to a given marketing brief. N LO2 2. Demonstrate an understanding of the similarities and differences between primary and secondary research. Y LO3 3. Retrieve and analyze data from sources such as the Office for National Statistics, Mintel, and other databases relevant to a given marketing brief. Y LO4 4. Communicate research findings to an appropriate audience. N LO5 5. Reference all sources at an appropriate level. Y You will find full details of how these Learning Outcomes will be assessed by this assignment in the marking rubric at the end of this brief. You should read this as it explains how submitted work achieves certain grades. It will be useful in preparing your assignment as well as in understanding your feedback. Marking Process and Feedback The coursework will be marked and moderated by the Module Leader and Module Tutor. Formative assessment and feedback is provided through class activities and online discussion forums – it is very important to participate in these. Feedback on this summative assessment task will be provided to individuals via Moodle within three weeks of the submission date. Ethics The ethical issues associated with this assignment brief will be covered during the module teaching and are overseen by the module staff team. The work that you will carry out on this module does not require you to obtain individual ethical clearance for your individual project. However, during discussion with your module tutor, if it is felt that individual ethical authorization is needed, you will be advised of the process and the deadline for obtaining it. Extensions and Mitigating Circumstances We want you to do your best in each assessment. However, we know that sometimes events happen that are either beyond your control or not easy to predict and which mean that you will not be able to submit your coursework by the deadline. If this happens, you can apply for an extension to your deadline according to our regulations. If you need longer than the extension window, you can apply for a deferral, which takes you to the next assessment period. You must apply for an extension or a deferral before the assignment deadline stated on SONIC. Apply for an extension or deferral at: mitigation.fah@coventry.ac.uk or by speaking in person to a member of the Registry Team. Find information about the process and what is/is not considered to be an event beyond your control here. Please note: under no circumstances are module staff allowed to give unofficial extensions. Late or non-submission You must make every effort to submit the best work possible prior to the deadline. If your assignment is submitted online, please do not leave it until the last minute to submit. Aim to submit several hours prior the deadline, or earlier, in case you have any problems when submitting e.g. your laptop stops working or your Internet connection is interrupted. If you fail to submit work for the module or submit an assessed piece of work late without an agreed extension, you will receive a mark of 0% for that piece of work, even if it is only a few minutes late. You will however be eligible for a re-sit attempt at the next available assessment opportunity where, if you pass, your mark will be capped at 40%. If you fail the resit assignment, or do not hand in any submission, you will have one further resit attempt at the assignment. After a second failed/non-submitted resit attempt you will have failed the module. This may have an impact on your ability to progress on your course and/or on your final marks for your degree. If you fail this assignment on the first submission, the resit brief for the module can be found on the module’s Moodle page. Read this brief carefully and book a tutorial with the Module Leader to ensure that you are clear about what you need to do to pass the module at the next resit opportunity. Academic Misconduct We expect all students to act with academic integrity, which means that they will study and produce work in an open, honest and responsible manner. Academic misconduct covers any action by a student to gain unfair advantage (e.g. extra marks) for her/himself, or for another student, in their assessed work. It not only damages your personal reputation, but also the reputation of the entire University, and it will not be tolerated at Coventry University. There are severe penalties for students who are found guilty of academic misconduct, ranging from obtaining a mark of 0% for the piece of work concerned, through to exclusion from the University. Many modules require you to demonstrate knowledge and understanding of the work of others (writers, researchers, theorists, practitioners, academics etc.). It is vital that you make it absolutely clear when you are using work from other sources, and that you reference it clearly and correctly. If you are unsure how to reference, please refer to the CU Harvard Referencing Guide here and speak to a tutor on the module immediately. Support for correct referencing can also be found though the Centre for Academic Writing (CAW). For full details of what constitutes academic dishonesty and how to avoid it, please see the section in the Faculty Student Handbook, available on your course’s Moodle page. Assessment Criteria There are standard University Assessment criteria that you can use to assist with understanding the mark you receive for this assignment. You can find these here. The criteria that are specific to this assignment are given below, and descriptors for Coventry University’s banded marking scheme are on the following page. ‘Banded marking’ means that tutors must use the specific percentage scores given, when they grade your work; they cannot use the full range between 0% - 100%. The reason for this is to avoid ‘borderline marks’ e.g. a tutor cannot grade a piece of work with ‘70%’; the tutor needs to decide ‘68%’ or ‘72%’ i.e whether a piece of work is of 2:1 standard (68%) or first class standard (72%). Criteria Marks Task 1&2 • Company background (Divisions, portfolio, product lines) • The aim of the research project. 25 Task 3 • Research Objectives in the form of bullet points (3-5 objectives) • Clarification of these objectives 10 Task 4 • Detailed description of the target audience that will be examined • Demographics, Psychographics, Geographics and Behavioural factors 20 Task 5 • State the importance of integrating both secondary and primary data. Show in your report how this helped in collecting information, having 10 more insights and depth about the problem or the opportunity. Task 6&7 • Stating the MDP, MRP, MRP Components • Future recommendations for research design and methods 25 Writing style and Referencing • Adherence to academic conventions • Sentence construction, paragraphing, coherence, and cohesion • Grammar, spelling and punctuation • Appropriate acknowledgement of sources • Correct and consistent citation technique • List of references correctly presented 10 Banded marking descriptors: % Grade Level 4 Knowledge of Field/Topic 90 / 95 / 100 Exceptional levels of knowledge and independent research displayed. Ranges far beyond taught material. 80 / 85 Outstanding levels of knowledge and independent research displayed. Goes well beyond taught material. 72 / 75 Excellently researched and referenced in breadth and depth. Goes beyond taught material. 62 / 65 / 68 Well researched and referenced. Goes beyond taught material. 52 / 55 / 58 Reasonable range of reading and knowledge demonstrated. Largely limited to taught material. 42 / 45 / 48 Limited in knowledge and perspective. Heavily reliant on taught material. 30 / 35 / 38 Very limited and superficial understanding of the topic demonstrated. 20 Virtually no understanding of the subject demonstrated. 10 Failure to grasp most of the topic. 0 Nothing submitted / submitted after due date without an extension. Conceptual Awareness, Analytical and Argumentative Skills Exceptional ability to handle highly complex ideas and issues. Exceptionally high levels of independent critical and analytical thought. Extremely persuasive, authoritative and individual argument. Completely convincing critique of other critical approaches. Outstanding ability to handle complex ideas and issues convincingly and independently. Outstanding level of critical analysis. Highly persuasive, authoritative and individual argument. Highly convincing critique of other critical approaches. Excellent ability to handle complex ideas and issues convincingly and independently. Excellent level of critical analysis. A persuasive argument and some ability to demonstrate limitations of other critical approaches. Good ability to handle ideas and issues convincingly. Good level of critical analysis and presence of a strong cogent argument. Some attempt to discuss relevant ideas and issues. Signs of ability to construct an argument and present supporting evidence. Minimal understanding of relevant ideas and issues. Lack of a clear argument or critical position. Evidence poorly organised. Very limited understanding of relevant ideas and issues. Very limited evidence of an argument and supporting material. Virtually no understanding of relevant ideas and issues. Virtually no argument and lacking in supporting material. Devoid of understanding of relevant ideas and issues. Failure to demonstrate an argument. Nothing submitted / submitted after due date without an extension. Structure Presentation, expression and style Meticulously structured argument and exceptional command of critical discussion. Completely accurate referencing, spelling, grammar, presentation. Lucidly expressed. Free from errors and inaccuracies. Rigorously structured argument and outstanding command of critical discussion. Outstanding referencing, spelling, grammar, presentation. Lucidly expressed. Excellently structured argument and very well discussed. Excellent referencing, spelling, grammar, presentation. Very well written and expressed. Coherently structured and well discussed. Well written and referenced with good spelling, grammar, presentation. Signs of a solid structure and some useful discussion. Effective referencing, spelling, grammar, presentation. Clearly written. Unclear structure and inconsistent discussion. Satisfactory referencing, spelling, grammar, presentation. Inconsistent writing. Very limited evidence of structure and coherent discussion. Virtually no structure and discussion. Poor referencing, spelling, grammar, presentation. Poor use of English. Devoid of structure and lacking in discussion. Nothing submitted / submitted after due date without an extension. Extremely weak referencing, spelling, grammar, presentation. Very poor use of English. Deficient referencing, spelling, grammar, presentation. Extremely poor use of English. Nothing submitted / submitted after due date without an extension.
