BCOBM113 MARKETING : FALL 2023 MID TERM ASSESSMENT

1

BCOBM113 MARKETING & UX FALL 2023 MID TERM ASSESSMENT Task brief & rubrics

Task: Individual Case Study
The students will be required to analyze a Case Study provided by the Professor thoroughly. The essay-format answers to the questions will cover the following:

Analysis Method
1. Read the case study attentively at least two or three times. Become familiar with the critical points of the situation without adopting a position on the case.

Read as carefully and objectively as you can.
2. After becoming familiar with the case, note the main issues as you see them. The case study will have questions to help you focus on these. RESEARCH TO

BECOME FAMILIAR WITH THE SITUATION AT THAT TIME.
3. Consider the following questions assigned by your professor. Record all information pertinent to these in the form of case notes.

Case study:

• Perform a SWOT analysis of the brand featured in your assigned case. Explain each step.
• Suggest a solution for the case:

o Based on your SWOT analysis, use your criteria to identify the case’s main issue.
o Suggest a Marketing Strategy as a possible solution to the case’s main issue.

§ Support your strategy with facts provided by the case.
Formalities:

• Wordcount: 1500 words.
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 12,5 pts.
• Text alignment: Justified.
• The in-text References and Bibliography must be in Harvard’s citation style.

Submission:

• Week 6 – Via Moodle (Turnitin). Deadline Sunday November 12th 2023 at 23:59 CET.

Weight:

• This task is a 40% of your total grade for this subject.

It assesses the following learning outcomes:

• Demonstrate understanding of the principles of marketing and their applicability.
• Analyze the major forces in the marketing environment that impact businesses operations.
• Describe segmentation, targeting and brand positioning processes.
• Illustrate the impact of effective marketing programs and marketing plans.
• Reflect on the importance of user experience in shaping marketing strategy and communications.

2

Rubrics

Learning
Descriptors

Fail Below 60% Marginal Fail 60-
69%

Fair 70-79 % Good 80-89% Exceptional 90-
100%

Analysis of the
marketing
environment

KNOWLEDGE &
UNDERSTANDING

25%

Very poor coverage of the
marketing environment and its
elements. Missing key aspects of
the framework. Very poor
analysis.

Minimal understanding of the
marketing environment and
analysis of its elements. Poor
knowledge is demonstrated
related to this framework. A few
lines of relevant material.

Reasonable understanding and
clearly identifying the elements
of the marketing environment
framework, although more
details are needed.
Reflect partial achievement of
learning outcomes.

A sound grasp of, and clearly
identifying the marketing
environment framework and its
elements. Some wider study
beyond the classroom content is
shown.

Effectively describes and explains
the marketing environment
framework; the explanation is
focused, detailed and
compelling. Overall, very good
understanding of this concept is
demonstrated.

Marketing strategy

KNOWLEDGE &
UNDERSTANDING

25%

Content is unclear, inaccurate
and/or incomplete. The
marketing strategy does not
include all the necessary
elements as seen in class.
The content is very
descriptive and relies more
on opinion than knowledge.

Limited development that
does not really support the
purpose of the question.
Limited analysis of the marketing
strategy is shown, and further
effort is needed for this to be
considered a complete section.

Presents some information
that adequately supports
the central purpose of the
question. Although some
parts are missing, it
demonstrates a level of
partially adequate
knowledge of the content
area related to the
marketing strategy.

Presents clear and
appropriate information
related to the marketing
strategy that adequately
supports the central
question.
Good knowledge about this
concept is demonstrated.

Presents balanced, significant
and valid information that
clearly and convincingly
supports the assessment of
the marketing strategy. You
demonstrate in-depth and
specialized knowledge of the
content area.

3

Critical voice

CRITICAL
THINKING

25%

The main idea is not clearly
articulated, or its component
elements are not identified
or described. Presents little if
any analysis or
interpretation; inaccurately
and/or inappropriately
applies frameworks and/or
theories to the analysis.
Presents few solutions or
conclusions; solutions or
conclusions are often not
well supported, are
inaccurate and/or
inconsistent, and are
presented in a vague or
rudimentary manner.

Research problem, concept
or idea is not clearly
articulated at times and is
confusing. Presents limited
analysis or interpretation;
inaccurately and/or
inappropriately applies
research methods,
techniques, models,
frameworks and/or theories
to the analysis. Presents
some solutions or
conclusions but they are
often not well-supported, or
logical.

Adequately identifies and
describes (or sketches out)
the research problem,
concept or idea and its
components. Generally,
applies appropriate research
methods, techniques,
models, frameworks and/or
theories although with
inaccuracies. Outlines
solutions or conclusions that
are somewhat logical and
consistent with the analysis
and evidence; identifies
and/or lists solutions or
conclusions although not
always clearly.

Formulates a clear
description of the research
problem, concept or idea,
and specifies major elements
to be examined. Effectively
applies appropriate research
methods, techniques,
models, frameworks and/or
theories in developing and
justifying multiple solutions
or conclusions; solutions or
conclusions are coherent,
well supported and
complete.

Effectively formulates a clear
description of the research
problem, concept or idea,
and specifies major elements
to be examined.
Precisely and effectively
applies appropriate research
methods, employs advanced
skills to conduct research.
Uses techniques, models,
frameworks and/or theories
in developing and justifying
multiple solutions or
conclusions; solutions or
conclusions are insightful,
coherent, well supported,
logically consistent and
complete. Displays a mastery
of complex and specialized
areas.

SWOT analysis

APPLICATION &
EVALUATION

25%

Shows little ability to employ
theory and practice across
the functional areas of
business in the assessment
of issues relating to the
SWOT analysis. Does not
recognize or correctly
identify cross-functional
organizational issues
relevant to this tool. Does
not adequately evaluate the
different elements that are
included in the SWOT.

Shows some ability to employ
theory and practice across the
functional areas of business in
the assessment of issues
relating to the SWOT analysis.
Recognizes organizational
issues relevant to this tool but
does not show proper
understanding. Does not
adequately evaluate the
different elements that are
included in the SWOT,
showing important
misunderstandings (e.g.:
internal vs external).

Exhibits application of
principles, theories and
practices across the
functional areas of business
to the assessment of the
SWOT analysis. With some
exceptions, outlines and
describes (or sketches out)
some cross- functional
organizational issues that
are relevant to this tool.

Demonstrates an ability to
integrate and apply
principles, theories and
practices across the
functional areas of business
to the assessment of the
SWOT analysis.
Identifies, examines and
critically evaluates important
cross-functional
organizational issues
associated with this tool.

Demonstrates well-
developed ability to
integrate and apply
principles, theories and
practices across the
functional areas of business
to the assessment of the
SWOT analysis. Effectively
identifies, examines and
critically evaluates important
cross-functional
organizational issues
associated with this tool.