BM050-3-3

Individual Assignment
Page 1 of 5
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Questions
1. Apple recently launched the Apple Watch.

Examine the market entry and launch

activities of Apple Watch, how does it relate to the overall brand management strategies
of Apple products?
[50 Marks]

2. Discuss how an understanding of internal and external factors can be used by Apple to
develop growth strategies for Apple Watch.
[50 Marks]

[Total 100 Marks]

THE REQUIREMENTS
A written essay of approximately 2,500 words that evaluates business issues from the topic in the
next page.
The assignment must adhere to standard academic documentation standards:

Please use appropriate citation and reference according to the Harvard Name
Referencing System in order to avoid plagiarism.

Font type should be Times New Roman.

Font size should be 12 pts.

Vertical/line spacing should be 1.5 line spacing.

You must use enough of your own words to convince that you understand what you are
writing and are not just cutting and pasting. Normally your own words should be no
less than 80% of the total word count.

You should on no account make reference to www.wikipedia.com, www.about.com,

www.alibaba.com or the likes as sources for your work. These websites can be useful to
provide you with the definitions and the general ideas about the concepts within module
but it is not acceptable to be inserted into your academic writing.

_____________________________________________________________________________________
Level 3 & 4
Asia Pacific University of Technology and Innovation
201506

BM050-3-3
Individual Assignment
Page 2 of 5
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You may include diagrams, figures, tables etc. without word penalty.

You are required to use at least 4 references with 50% of them are from relevant
textbooks, magazines and academic journals.

A sliding scale of penalties for excess length will be imposed according to the amount by
which the limit has been exceeded. Your word count must be indicated on your cover
page.

For limit excess (excluding executive summary and references):

11 20%

10% reduction in the mark

21 30%

25% reduction in the mark

31% +

the work will be capped at a pass i.e. 50%

Point to note: maximum penalty for exceeding the word limit will be a reduction to a pass
grade.

_____________________________________________________________________________________
Level 3 & 4
Asia Pacific University of Technology and Innovation
201506

BM050-3-3
Individual Assignment
Page 3 of 5
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Question 1
1 Background of the case should be clearly discussed.
In depth discussion of market entry and launch activities of
2
Apple Watch and its impact..
Able to relate to and discuss the brand management strategies of
3
Apple products.
Total

Percentage
10%
20%
20%
50%

Question 2
1

Thorough discussion of the internal and external factors affecting

industry. (SWOT)

Feasible application of analysis to develop growth strategy

(Ansoff).
Use of proper formatting, structure, language, grammar,
3
referencing, and acknowledgement of external sources.
Total
Marking Scheme
2

20%
20%
10%
50%

_____________________________________________________________________________________
Level 3 & 4
Asia Pacific University of Technology and Innovation
201506

BM050-3-3
Individual Assignment
Page 4 of 5
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ASSIGNMENT STRUCTURE FOR INDIVIDUAL ASSIGNMENT

When completing the assignment it should have the following general structure:

Title page

Marking scheme

Executive summary, abstract or synopsis

Table of Contents

Question I

Question 2

Conclusions

Reference

Appendix

Marking Criteria
Marks are awarded based on the following guidelines:
Grade

Assessment Guidelines
Pass answers are expected to be legible, tidy, well organized and written in
General clear, understandable English. Students who grossly exceed the word limit
will be penalized.
Superficial analysis, concepts ad language of the subject is absent or scant.
0-39% Irrelevant regurgitation of text book. Ideas are poorly expressed. Many key
issues are ignored. Concepts and language of the subject are used but are
often confused in application and or explanation.
40-49% Some understanding of the relevant models and concepts. Some elements of
an appropriate structure are present. Restricted analysis of some issues.
Evidence of reading and research. Understanding of the application of
50-59% appropriate models and concepts is demonstrated. Key issues are identified
and analysed, although this may be restricted at times. Some source s are
acknowledged.
Evidence of wider reading. The assignment effectively interprets the
information and exhibits the integration of ideas across the subject area. The
60-69% assignment has credible recommendations. A systematic approach to
development and evaluation is used. Most sources are acknowledged and
referenced using Harvard system.

_____________________________________________________________________________________
Level 3 & 4
Asia Pacific University of Technology and Innovation
201506

BM050-3-3
Individual Assignment
Page 5 of 5
_____________________________________________________________________________________

70%
and
above

Arguments are clear and convincing. Confident integration of theory and

practices is demonstrated. Consistent referencing to sources using the Harvard
system.

Submission and Administrative Information

Individual should include the Coursework Submission and Feedback Form with their
submission. The lecturer will give the CSFF before the submission dates.
Plagiarism is NOT acceptable. Representation of another person's work as your own,
without acknowledgement of the source, for the purpose of satisfying formal assessment
requirements is considered plagiarism. The possible consequences of plagiarism include:
Reduced grade for this module
Referral for this module
Failure of this module
Expulsion from the Institution
You can avoid plagiarism by using correct referencing, attribution.
You may not copy another groups work in any way.

_____________________________________________________________________________________
Level 3 & 4
Asia Pacific University of Technology and Innovation
201506