MCO104 – Marketing for the Digital Age (3CH/4ECTS)

  ACTIVITY BRIEF FOR ASSESSMENT CHOOSE AN ASSESSMENT CATEGORY                                                                                                                 

ACADEMIC YEAR 2021 – 2022 – TERM I

CourseMCO104 – Marketing for the Digital Age (3CH/4ECTS)
InstructorDr. Petros Bouchoris

Participation in all assessment activities stated in this document is required. An overall course total of 70 points is required to pass the course. Due dates and times are always in Geneva time.

  Assessment Choose an assessment category                                                                                                                                      
DescriptionDue date and timeWeight of course total
Task 1.1: Consumer Trends Assessment type: Discussion forum Description: Discuss consumer trends and select up to three trends that you expect that they have significant impact on marketing consumer goods/services For further details of this assessment task, please consult the activity description on the relevant week of the course site.11/10/2021 14:0010%
Task 1.2: New Product Development Assessment type: Video and/or audio presentation Description: Suggest a new consumer product/service based on a specific consumer insight and identifying relevant target group For further details of this assessment task, please consult the activity description on the relevant week of the course site.25/10/2021 14:0010%
Main task Task 1.3: Segmentation, Targeting and Positioning Assessment type: Written assignment Description: Develop a New Product Development plan suggesting a new consumer brand to fill an identified gap in the market. See sections below for further details.01/11/2021 14:0020%

  INSTRUCTIONS                                                                                                                 

Main task

Read carefully the information provided in “Additional Information” at the bottom of this brief. Develop a written report answering to the relevant questions.

  FORMAT                                                                                                                 

Your submission must meet the following formatting requirements:

  • Submit one file(s) only.
  • Required file format for main submission: PDF.
  • Additional file format for additional deliverables: Not applicable.
  • Additional file requirements: None.

Other details:

  • Font size 12
  • Double-spaced
  • Number of words: 1250

All refencing and citations require Harvard referencing style.

  LEARNING OUTCOMES                                                                                                                 

[Copy and paste the relevant learning outcomes that students will be meeting with this assessment here. You must refer to the course outcomes on the course outline.

  • critically understand the new marketing realities for brands
  • apply marketing planning concepts and processes

  ASSESSMENT CRITERIA                                                                                                                 

  Criteria  Accomplished (A)  Proficient (B)  Partially proficient (C)  Borderline (D)  Fail (F)  Weight on assessment
ContentDiscussion forums: Posts demonstrate participants’ mastery of content knowledge. This is evidenced by extensive use of concepts and terminology across most or all posts/threads. Written: The business issue has been correctly identified, with a competent and comprehensive explanation of key driving forces and considerations. Thorough analysis of the issue is presented.Discussion forums: Posts demonstrate participants’ adequate understanding of content knowledge. Written: The student correctly identified the issue(s), taking into account a variety of environmental and contextual drivers.Discussion forums: Posts demonstrate participants have not fully grasped content knowledge.     Written: The student correctly identified the case (issues), considering obvious environmental/contextual drivers. There is evidence of analysis, but it lacks depth.Discussion forums: Posts demonstrate limited understanding of content knowledge     The student correctly identified the issue(s) but analysis was weak. An absence of context – the work is basically descriptive with little analysis.Discussion forums: Posts do not demonstrate participants’ adequate understanding of content knowledge. Written: The student failed to correctly identify the issue(s); analysis was incorrect or too superficial to be of use; information was misinterpreted.                        30%
Information gatheringDiscussion forums: Posts draw insightful links between course content and professional practice. Written: The student showed skill in gathering information and analyzing it for the purposes of filling the information gaps identified.Discussion forum: Relevant course topics are mentioned with connections to course material or topics learned with some details/elaboration. Written: The student demonstrates coherent criteria for selecting information but needs greater depth.Discussion forum: Relevant course topics are mentioned with very few connections to course material or topics learned, or with no details or elaboration.     Written: Some evidence of sound criteria for selecting information but not consistent throughout. Needs expansion.Discussion forum: Relevant course topics are mentioned with very limited connections to course material or topics learned Written: Selecting information was limited in scope. Weak criteria for the selection of necessary information.Discussion forum: Relevant course topics are not mentioned with connections to course material or topics learned Written: Information was taken at face value with no questioning of its relevance or value.                20%
ConclusionsDiscussion forum: Discussion across the posts serves to build new ideas or stimulate further insight. Written: The student evaluated, analyzed, synthesized allDiscussion forum: Posts mostly point to areas of agreement or disagreement and asking clarification questions about previous posts. Written: The student evaluated, analyzed and synthesized to create a conclusion(s) whichDiscussion forum: Posts are disjointed. Written: The student reached conclusions, but they were limited and provided minimal direction for decision-making and solutions.Discussion forum: Little attempt is made to respond to previous comments and/or discussion questions Written: The conclusion was reasonable but lacked depth and would not be a basisDiscussion forum: Posts do not point to areas of agreement or disagreement and do not ask clarification questions about previous posts. Written: The student formed a conclusion, but it was not reasonable. It was            25%
 information provided to create a perceptive set of conclusions to support the decisions and solutions.support decisions and solutions. for suitable strategy development.either unjustified, incorrect or unrelated to the case in hand. 
SuggestionsDiscussion forum: Participants show a lot of initiative by posting replies or comments. Participants invite peer responses and engage in meaningful interaction Written: A realistic suggestion was chosen which would provide maximum benefit to the companyDiscussion forum: Participants show some initiative by posting replies or comments. Participants invite responses from classmates. Written: Relevant questions were asked and answered. A realistic suggestion was chosen.Discussion forum: Participants show little initiative by posting replies or comments after more than one week. Participants suggest few ideas that encourage responses. Written: The suggestion has limited benefit but does show understanding of implications of the decision.Discussion forum: Participants show no initiative by posting replies or comments Participants suggest no ideas that encourage responses. Written: Implications of the decision were not considered.Discussion forum: Participants do not show any initiative by not posting replies or comments Participants do not invite responses from classmates Written: The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or unrelated to the case in hand.                25%

  ADDITIONAL INFORMATION                                                                                                                 

Develop a New Product Development plan suggesting a new consumer brand to fill an identified gap in the market. Your report should include the following:

  • a clearly identified gap in the market
  • a suggested segmentation of the relevant market and a clearly defined target group
  • a suggested positioning of the new product
  • a new product development plan to support the suggest positioning and fill the identified gap
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