Assignment/Coursework Remit Programme Title Module Title Module Code Assignment Title Level Weighting Lecturers Hand Out Date Start of Submission Window & Time MSc Strategic Marketing and Consulting Analytical Marketing Insights 07 37301 Individual Report PG 70% Miriam McGowan 30/01/2023 02/05/2023 12pm End of Submission Window/Due Date & Time Feedback Post Date Assignment Format Assignment Length Submission Format 16/05/2023 12pm See Canvas Report 3,000 words Online Individual Assignment: You are an assistant customer insights analyst working for Gap, the American clothing and accessories retailer. Your team has collected data on the satisfaction and loyalty of US consumers regarding eight clothing brands (Calvin Klein, Converse, Gap, Hollister, Levi’s, Nike, Tommy Hilfiger, and Under Armour; N=450). You have been asked to compile a report, critically analysing how well Gap is currently doing, vis-avis its competitors, and offering specific recommendations for areas of improvement. Use the provided SPSS data output and, were appropriate, additional secondary data (e.g., Mintel) to compile your report. Your report should include an analysis of the US fashion clothing market and relevant customer profiles, as well as an analysis of Gap’s brand positioning and performance, relative to key competitors. Based on your analysis, provide at least three recommendations for how Gap can become more competitive in future. These recommendations should be specific, relevant, and actionable. You do not need to use all SPSS output provided in your report, but should focus on those, which you consider relevant and help tell a compelling narrative. You are welcome to conduct additional data analysis for further insights using the raw SPSS data provided. For the purpose of this report, Gap is only interested in US consumers. It is recommended that you carefully consider how you represent data (visually) in your report, as this is taken into account in the below marking criteria. You can find the raw data, the SPSS output file, and the survey questionnaire used in the ‘Individual Assignment’ folder on Canvas. One copy of your report should be uploaded to TURNITIN on Canvas on 16th May 2023 before 12:00 pm and should not exceed 3,000 words. Exceeding the word limit will result in marks being deducted. All reports should contain references. Notes: 1. The report should include an executive summary (200 words max) 2. The word limit is 3,000 words maximum, with 12-point, Times New Roman font, and 1.5 line spacing for the main text, and 10-point, Times New Roman for Tables and Figures, using single line spacing. 3. The 3,000 words limit excludes the title page, executive summary, references, tables, figures, and appendix. There is no permissible 10% excess for this word count. 4. Please do not copy SPSS output (e.g., tables/figures) directly into your report. You can create your own tables in Word or Excel, taking care to only show meaningful information in these tables 5. Please only use secondary data, DO NOT conduct any primary research 6. Use Harvard referencing style for in-text referencing and the reference list (referencing must be consistent in the main text and the reference list). You can find more information on Harvard referencing here: https://intranet.birmingham.ac.uk/as/libraryservices/library/referencing/icite/re ferencing/harvard/index.aspx https://intranet.birmingham.ac.uk/as/libraryservices/library/referencing/index.a spx Module Learning Outcomes: In this assessment the following learning outcomes will be covered: LO 1. Comprehend and interpret the role of data in generating new information and knowledge. LO 4. Determine the optimal method of obtaining and combining primary and secondary data to generate new knowledge. LO 5. Evaluate and critically appraise data in application to new contexts and challenges. LO 6. Select and apply appropriate data collection and processing techniques to address set marketing problems. Grading Criteria: Please find marking criteria below Feedback to Students: Both Summative and Formative feedback is given to encourage students to reflect on their learning that feed forward into following assessment tasks. The preparation for all assessment tasks will be supported by formative feedback within the tutorials/seminars. Written feedback is provided as appropriate. Please be aware to use the browser and not the Canvas App as you may not be able to view all comments. Plagiarism: It is your responsibility to ensure that you understand correct referencing practices. You are expected to use appropriate references and keep carefully detailed notes of all your information sources, including any material downloaded from the Internet. It is your responsibility to ensure that you are not vulnerable to any alleged breaches of the assessment regulations. More information is available at https://intranet.birmingham.ac.uk/as/registry/policy/conduct/plagiarism/index.aspx. Marking criteria Mark range 70 - 100 60 - 69 Analysis of Gap’s performance relative to competitors Correct interpretation of the data provided, with excellent level of analysis. A thoughtful analysis of relevant customer profiles, the brand positioning and performance within the competitive landscape. The data is used to draw meaningful insights into the US fashion clothing market. Mostly correct interpretation of the data provided, with good level of analysis. A clear analysis of relevant customer profiles, the brand positioning and performance within the competitive landscape. Some good insights are presented into the US fashion clothing market. Recommendations Presentation of data Recommendations for improvements are clear, sufficiently detailed, relevant, supported by data, and actionable. The recommendations show an excellent understanding of the company’s competitive landscape and target (current) customer profiles. Recommendations offer a clear action plan on how to address Gap’s lack of competitiveness. Recommendations for improvements are mostly clear, sufficiently detailed, relevant, supported by data, and actionable. The recommendations show a good understanding of the company’s Excellent write up of the analysis with a clear and appropriate structure. Use of additional data Referencing Excellent use of additional secondary data, beyond that given in the SPSS output file. Excellent evidence of The language is wider reading, using professional, flows relevant (academic) well and is very clear. literature to support the Excellent use of arguments made. Tables/Figures to illustrate results and support the arguments made. References are reported in full and correctly using Harvard Referencing. Good write up of the analysis with a mostly clear and appropriate structure. References are reported in full and with minimal errors using Harvard Referencing. The language mostly flows well and is clear. Tables/Figures are used appropriately to illustrate findings and Good use of additional secondary data, beyond that given in the SPSS output file. Good evidence of wider reading, using relevant (academic) literature to support the arguments made. 50 - 59 0 - 49 Limited interpretation of the data provided, with sufficient level of analysis. Some detail on relevant customer profiles, the brand positioning and performance within the competitive landscape. Limited use of the data to draw meaningful insights into the US fashion clothing market. Very poor interpretation of the data provided, with insufficient insights presented. competitive landscape and the target (current) customer profiles. Recommendations for improvements are mostly clear, offering some detail, are somewhat relevant, and supported by data. Some understanding shown of the company’s competitive landscape and target customer profiles. Recommendations lack sufficient detail, clarity, and/or relevance. support the main text. The essay meets the formatting requirements of the assessment remit. It is mostly clearly written and mostly clear to follow. However, it shows room for improvement. Some use of additional secondary data, beyond that given in the SPSS output file. Some evidence of wider reading, using (academic) literature to support the arguments made. References are mostly reported correctly using Harvard Referencing. The essay fails to follow the formatting requirements of the assessment brief. Limited to no use of additional secondary data, beyond that given in the SPSS output file. Lacks correct referencing.
