The Robert Gordon University Aberdeen Business School

Session

2011/2012

Semester 1

: : Course: MSc - International Business, International Marketing Management, Management, Corporate Communication and Public Affairs Module BSM505 Number : Module Title : CW : Submission deadline : Module CoordinatorMarketing Q1 Essay 1 13.00 on 25 October 2011, Graeme R Stephen

Module Learning Outcomes 1,2,3 and 4: 1. Critically assess markets, marketing systems and processes, through the understanding and application of advanced and specialised concepts and issues associated with segmentation, targeting and positioning of markets. 2. Appraise the nature of, and critically evaluate the interaction between the elements of the marketing mix, and the need for research to determine the ideal positioning and target market for a product or service. 3. Conceive and evaluate marketing strategies, and deal with implementation issues. 4. Apply marketing concepts in the solution of complex business problems. Assessement Aim: To apply pertinent theory/ies and examples in addressing the question below: Question1: It is often stated that organizational buyers are more rational in their buying behaviour than are consumers. Critically discuss in relation to the level of involvement for new task/product purchases. Presentation Format/Instructions You are required to produce a word-processed essay printed on A4 paper with one and a half line spacing used throughout except in the case of direct quotations which should be centred and single spaced; which addresses the above question. Your work must not exceed a maximum of 1500 words in total. All text should be justified. The essay should be word-processed using verdana font and a font size of 11pt.Typically, the essay will have an introduction, the main body of the work and a conclusion. Include a word count at the end of your essay.

Criteria for Assessment You must reference all materials used in the preparation of this assessment and

use the Harvard Referencing System, information on which is available from the library and the University Library web page. Failure to do so will result in a penalty of a lower grade, if this instruction is not adhered to. In this essay, you must demonstrate an ability to display breadth and depth of knowledge and support your statement through reference. A strong, cogent piece of work which draws upon suitable examples and displays the ability to relate theory to practice will be suitably acknowledged. You must provide evidence that you have used a range of information sources and in particular you must refer to a minimum of 5 different academic sources in the compilation of this essay. These references which do not form part of your word count must appear separately at the end of your essay. Do not use sites such as Wikipedia, tutor2u.net, quickmba.com etcetera in the compilation of your essay. If you do, you will be penalised by the reduction of one grade point. Only academic textbooks, academic journals and academic websites should be used. Marks will be deducted if this instruction is not adhered to. Submission Arrangements/Date: The submission date for this piece of assessment is: 13.00 on Tuesday 25 October 2011-10-01 Coursework should be accompanied by a green coversheet and submitted in the box(es) provided on Level 4, Phase 1. PLAGIARISM Plagiarism is the practice of presenting the thoughts, writings or other output of another or others as original, without acknowledgement of their source(s). All material used to support a piece of work, whether a printed publication or from electronic media, should be appropriately identified and referenced and should not normally be copied directly unless as an acknowledged quote. Text translated into the words of the individual student should in all cases acknowledge the source. For further information please see http://www.rgu.ac.uk/academicaffairs/assessment/page.cfm?pge=7088 Before submitting assignments, you should check through it to ensure that: all material identified as originally from a previously published source has been properly attributed by the inclusion of an appropriate reference in the text; direct quotations are marked as such (using quotation marks at the beginning and end of the selected text), and a citation has been included in the list of references at the end of the text.

NOTES The penalty for late submission of a piece of coursework, without valid reason, is that the coursework will be regarded as a non-submission (NS) and one of your assessment opportunities will be lost. There may also a penalty for deviating substantially from the word length or for poor spelling and grammar (deduction of up to 1 grade point from final grade for poor spelling and grammar and deduction of 1 grade point for deviations in excess of +/- 10% of the specified word count). Students are encouraged to review their work using the JISC Plagiarism Detection Service.

If you, for genuine reasons, are unable to meet the hand in date, please note the following procedures: Students must complete an Extenuating Circumstances Claim Form and submit this, together with supporting evidence, to the Module Co-ordinator prior to the submission deadline for consideration.