PROGRAMME :

BACHELOR OF BUSINESS MANAGEMENT (HONS)

Course/ Critical Issues And Innovative Marketing

Module:
SEGI Course Code: MKT4104 UCLAN Module Code:
(MK 3052)
Lecturer name: Ms Harjinder Kaur Assessment Alternative Submission Date:
12th May 2020

ASSESSMENT METHODS

Number of Form of % Size of Category of Learning

Assessment Assessment weighting Assessment/Duration assessment Outcomes
s / being
Word count assessed
1 Alternative 50% 3,000 words report Coursework 1 to 4
Assessment
1 Essay 25% 2,000 words report Coursework 1&2
1 Case Study 15% 1,500 words report Coursework 3, 4 & 5
1 Presentatio 10% 10 mins presentation Coursework 3, 4 & 5
n

COURSEWORK
Regulations

Students must submit all materials supporting their coursework listed in the
deliverable section.

▪ Please make sure that you are aware of the rules concerning plagiarism. If
you are unclear about them, please consult your program
coordinator/lecturer.

Plagiarism is presenting somebody else’s work as your own. It includes:

copying information directly from the Web or books without referencing the
material; submitting joint coursework as an individual effort; copying another
student’s coursework; stealing coursework from another student and
submitting it as your own. Suspected plagiarism will be investigated and if
found to have occurred will be dealt with according to the procedures set down
by the SEGi University/UCLAN.

▪ Students will have 2 Plagiarism policies in place – double award students the
UCLAN Plagiarism policy will override SEGi Plagiarism Policy. The appended
table provides the summary of the 2 policies.
UCLAN Plagiarism Policy SEGi Plagiarism Policy
Single offence – 0 marks – affected Minor Plagiarism: poor in-text referencing
assessment to be re-submitted and student and few paragraphs being copied – stern
can only secure pass mark warning and or counseling

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 PROGRAMME :
BACHELOR OF BUSINESS MANAGEMENT (HONS)

Repeat offended – 0 marks and no Moderate Plagiarism: copying some

opportunity to re-submit – student can paragraphs and results without in-text
retake courses referencing – awarded next lower grade
Major Plagiarism; Most of the work is copied
and cases of repeat minor and major
plagiarism – Fail and re-take or suspension
or dismissal
▪ The coursework should exhibit formal research skills i.e. with a table of
content, proper citations, references, and appendixes.
▪ The coursework write up must be able to demonstrate critical analysis and
application of both theory and practical issues to the company that you have
selected.
▪ Student may include additional relevant data/information apart from the
proposed guidelines in conjunction to your research. Additional marks will be
awarded for such attempt.
▪ All written reports MUST be submitted for similarity checks to Turnitin.
▪ Extensions
Authorisation of the late submission of work requires written permission.
Your lecturer is authorised to give permission for one extension period of
between 1 and 10 working days where appropriate evidence of good reason
has been accepted and where submission within this timescale would be
reasonable taking into account your circumstances. Requests for extensions
should be made prior to the submission date as extensions cannot be given
retrospectively.

▪ Late submissions
If you submit work late without authorisation, a universal penalty will be
applied in relation to your work. The appended table summarises the
SEGi/UCLAN penalties.

SEGi/UCLAN Penalties
Submission within 5 working date following published deadline – given a pass
(50 marks for the component of assessment)
Submission later than 5 working days – awarded 0 marks for the component
Unauthorised late submission at supplementary will be automatically be
awarded 0marks for the component assessment

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 PROGRAMME :
BACHELOR OF BUSINESS MANAGEMENT (HONS)
Learning Outcomes tested
▪ LO1: Select and apply appropriate
theories and concepts of the
marketing approach, innovative
marketing approaches, and the
challenges facing marketers and the
social responsibility and ethical issues
facing marketers.
▪ LO2: Critically appraise business
performance and the position of an
organisation in the marketplace
through the analysis, evaluation and
synthesis of material and suggest
future entrepreneurial and innovative
strategy.
▪ LO3: Prepare cohesive marketing
plans and reports for fast growth
small firms by critically analysing,
critically evaluating, explaining and
interpreting information and
developing a strategic direction.
▪ LO4: Critically analyse, evaluate and
apply innovative marketing
approaches to complex scenarios in
current Marketing cases.
▪ LO5: Evaluate primary, secondary and
cyber sources to develop solutions
and recommendations for marketing
issues.
Assessment Criteria :
Students must demonstrate the ability to:
▪ Learn new concepts, frameworks and
perspectives in Marketing.
▪ Experience more practical elements,
such as working in groups on tasks and
engaging in discussions and debate.
▪ Practice applying the frameworks to
organisational case studies.
▪ Synthesize theoretical material with
practical and actual trends to generate
proper discussions and critique.
▪ Apply critical thinking, analytic,
communication and team building skills,
group presentation, problem solving
and discussions.
▪ Expose to activity based learning using
realistic materials in a practical context
and a variety of materials will be used
such as videos, case studies, group
discussions and practical exercises.
▪ Assist students in module activities to
further enhance development of
students’ communication, critical
thinking and debating skills
▪ Encourage a collaborative learning
environment that encourages students
to learn with, and from, each other.
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INSTRUCTIONS TO CANDIDATE:

1. Answer ALL the tasks.

2. All tasks carry equal marks.
3. ALL answers must be well evaluated and justified based on the given scenarios
provided.

ALTERNATIVE ASSESSMENT (50%)

Question:

In this coursework, students are required to read the below scenarios given and
critically evaluate and justify your answers based on the given tasks assigned.

Task 1:

Scientific advances allow businesses to use technology to reach goals more easily
and more completely than ever before. In some areas, however, such applications of
technology start infringing on the rights of individuals and may be unethical.
Governments and ethically operated companies are aware of these limitations.
Governments have passed privacy laws and regulated communication companies.
Some companies self-censor and apply internal policies to limit unethical behavior.
Businesses that wish to be considered ethical must look at whether applying certain
technologies may harm some individuals and constrain such applications to what is
absolutely necessary.

Critically evaluate and justify some of the ethical issues involved with business
technology when marketers try to integrate such applications of technology into
their business enterprise.

Task 2:

Getting into the flower industry or flower business is easy, but the survival is the
toughest. In the present internet dominated scenario, to make your flower boutique
successful, you need to make a great online presence.

Critically analyze the innovative marketing approaches that you will use in order to
compete with other online florist business in the market place.

Task 3:

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 PROGRAMME :
BACHELOR OF BUSINESS MANAGEMENT (HONS)

Malaysia is a land of tropical weather; with summers being the longest weather in
the country. Thus, in niche food businesses, the Ice Cream business seems to be the
most lucrative. Over the last couple of years, ice-cream business has seen some rapid
innovation. Earlier roadside carts were common among the people and were
frequented by mostly children and youngsters. Nowadays, the concept of ice cream
parlors is fast gaining popularity, where people can enjoy ice cream at leisure.
However, if done carefully and getting a few things right, you can make your ice
cream business a runaway success.

Assuming you owned an ice cream parlor business, suggest the entrepreneurial
mixes strategies that you will use to ensure the sustainability and survivability of
your business in the market place.

Task 4:

KÄ“ki no Hanashi Bakery is a family owned bakery which will be opened soon in
May 2020. ‘KÄ“ki no Hanashi’ are Japanese words with the meaning of ‘Cakes’
Stories’. Cake is one type of popular food that normally used in several events, such
as birthday parties, wedding ceremonies, festivals celebrations, and farewell parties.
Thus, the founders of KÄ“ki no Hanashi Bakery believe that every cake is ‘telling a
unique story about the event’ and ‘representing the best wishes from the sender’. With
this belief, the founders named the bakery as KÄ“ki no Hanashi to produce more and
more cakes which may ‘tell more and more happy stories’ and ‘sending more and
more best wishes’ to the world.

Assuming you are the founder for KÄ“ki no Hanashi Bakery, prepare a marketing
plan and develop a strategic direction for the bakery company.

Guidelines:

Your report should include:

● Title Page- give the work a title or briefly describe the report’s purpose, Your
Name,
Your Programme of Study, Module Code and Title, Module Tutor’s Name, Date
● Contents Page (Put on A New Page) - List the different sections of the report
and
include section numbers and page numbers.
● Introduction - Sets the scene/establishes the context of the report and its purpose.
Introduces the tasks assigned.

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 PROGRAMME :
BACHELOR OF BUSINESS MANAGEMENT (HONS)

● Findings or Discussion- This is based on the critical analysis and evaluation

made on the assigned tasks given with justifications provided.
● Conclusion - brief overview from findings obtained from assigned tasks
● List of References (APA style)
(Total: 100 marks)

Your work should be underpinned with appropriate theories and applications made
based on the scenarios assigned. Please remember that all assertions must be
supported with evidences.

Refer to Appendix 1 for Marking Criteria for Alternative Assessment (50%)

No. ASSESSMENT CRITERIA MARKS MARKS
ALLOCATION AWARDED

1. Scientific advances allow businesses to use

technology to reach goals more easily and more
completely than ever before. In some areas, 25
however, such applications of technology start
infringing on the rights of individuals and may be
unethical. Governments and ethically operated
companies are aware of these limitations.
Governments have passed privacy laws and
regulated communication companies. Some
companies self-censor and apply internal policies to
limit unethical behavior. Businesses that wish to be
considered ethical must look at whether applying
certain technologies may harm some individuals and
constrain such applications to what is absolutely
necessary.

Critically evaluate and justify some of the ethical

issues involved with business technology when
marketers try to integrate such applications of
technology into their business enterprise.

2. Getting into the flower industry or flower business is

easy, but the survival is the toughest. In the present 25
internet dominated scenario, to make your flower
boutique successful, you need to make a great
online presence.

Critically analyze the innovative marketing

approaches that you will use in order to compete
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 PROGRAMME :
BACHELOR OF BUSINESS MANAGEMENT (HONS)

with other online florist business in the market

place.

3 Malaysia is a land of tropical weather; with summers 25

being the longest weather in the country. Thus, in
niche food businesses, the Ice Cream business
seems to be the most lucrative. Over the last couple
of years, ice-cream business has seen some rapid
innovation. Earlier roadside carts were common
among the people and were frequented by mostly
children and youngsters. Nowadays, the concept of
ice cream parlors is fast gaining popularity, where
people can enjoy ice cream at leisure. However, if
done carefully and getting a few things right, you
can make your ice cream business a runaway
success.

Assuming you owned an ice cream parlor business,

suggest the entrepreneurial mixes strategies that
you will use to ensure the sustainability and
survivability of your business in the market place.

4 KÄ“ki no Hanashi Bakery is a family owned bakery 25

which will be opened soon in May 2020. ‘KÄ“ki no
Hanashi’ are Japanese words with the meaning of
‘Cakes’ Stories’. Cake is one type of popular food
that normally used in several events, such as birthday
parties, wedding ceremonies, festivals celebrations,
and farewell parties. Thus, the founders of KÄ“ki no
Hanashi Bakery believe that every cake is ‘telling a
unique story about the event’ and ‘representing the
best wishes from the sender’. With this belief, the
founders named the bakery as KÄ“ki no Hanashi to
produce more and more cakes which may ‘tell more
and more happy stories’ and ‘sending more and more
best wishes’ to the world.

Assuming you are the founder for KÄ“ki no

Hanashi Bakery, prepare a marketing plan and
develop a strategic direction for the bakery company.

Total Marks 100

Overall Marks 50
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BACHELOR OF BUSINESS MANAGEMENT (HONS)

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