Evaluation Plan: Marketing Innovation @ SIIB: 2 credit Course

(Internal 60 marks + External 40 marks = Total 100 marks)

Internal Assessment:

1. Individual Assignment - Critical Analysis* of an article “Customer Experience is in the Air”.

a. https://www.linkedin.com/pulse/customer-experience-air-ii-abhay-kardeguddi/

b. Submission not more than 2 A4 pages or 1000 words maximum.

c. Submission Date: 30.12.2021 (20 marks)

2. Individual Assignment – “Writing a short Paper”: On a topic from the Syllabus – Marketing Innovation

- Submission Date: 08.01.2022 (20 marks): Guidelines as below:

i. Select the Topic: Determine the Purpose of selecting the topic

ii. Develop your thesis statement

iii. Carry on your Research

iv. Develop your understanding and deliberations on the Topic

v. Quote Real-life Examples

vi. Write your own conclusion / observations / learnings.

3. Experiential Learning Project: (Group Study + Presentation + Submission of a report): Study of

Marketing Innovation by a Company, An organisation or Government. (20 marks) Date to be decided.

Parameters for Group Presentation Evaluation:

I. Research, Study and Content – 4 marks.

II. Presentation and Communication – 2 marks.
III. Team and Time management – 4 marks.
IV. Creativity (Out of box approach)– 8 marks.
V. Overall Effect – 2 marks.
Presentation to be submitted with last slide mentioning individual contribution to the group work.
 External Evaluation: Term end Exam: MCQ based Online Quiz: (40 marks) or as per Guidelines of the

SIU / Examination department.

Prof. Abhay Kardeguddi / 22.12.2021

* Critical Analysis Explained: A note on Critical Evaluation:

What does CRITICAL/CRITIQUE mean?

• To give your opinion on something (for example, what has been done/has been written/an
approach); and
• To support your opinion with evidence.
• Note: Critiquing is NOT simply stating that something is “bad”. It is about looking at both Positive and
Negative aspects of it.

What does EVALUATE mean?

• Weigh up strengths and weaknesses.

• Appraise the worth of something - test assumptions - judge the worth of an argument or position.

Here are some examples of evaluative questions:

• is …correct/incorrect? Why?
• is …effective/ineffective? Why?
• is …logical/illogical? Why?
• is …valid/invalid? Why
• what are strengths/weaknesses of ...? WHY?
• how useful/useless is ...? WHY?
• what are the benefits of ...? WHY?
• how appropriate/inappropriate is …? WHY?
• what problems are there with …? WHY?
• how adequate/inadequate was ...? WHY?

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