Faculty of Business Environment and Society

Faculty of Business Environment and Society
Module No: 100MKT MODULE TITLE: Marketing Research 1 2015-16
Coursework Number or Title: Coursework 1 – Individual

Word Length: 2000 words (+/- 10%)

Submission: 27 June 2016 @ 23:55 online only via Turnitin

Contributes 50% to total module mark

Answer all parts of the question:

Explain the value and limitations of secondary information to organisations. Use secondary sources to describe and analyse the cinema market in the United Kingdom.

You have been tasked to deliver a business report to cover the following:

1.Provide a summary of the advantages and disadvantages for organisations in using secondary information (guide: 500 words).
2.4P analysis of the key brands in the UK cinema market (guide: 750 words).
3.Using a PEST analysis supported by background research, explain the current trends relevant to the UK cinema market (guide: 750 words).

As a minimum, your report must include at least one reference from each of the following sources:

·An academic text book (other than the core module textbook)

·A peer-reviewed (academic) journal article

·The Office of National Statistics (www.ons.gov.uk)

·A market research database (such as Mintel, Keynote, etc.)

·A company website

·An article or story from the ‘business press’ (such as Marketing Week, Brand Republic, BBC, quality newspapers etc.)
You must also include a full list of references at the end of your work, ensuring that these are referenced and cited correctly using the CU Harvard Referencing system (please see guide on Moodle page for further details).
Learning Outcomes Assessed:

1. Analyse and apply the marketing research process to a range of data in order to provide solutions to a given marketing brief.
2. Demonstrate an understanding of the similarities and differences between primary and secondary research.
3. Retrieve data from the National Statistics website (www.ons.gov.uk) Mintel and other databases relevant to a given marketing brief.
4. Apply a range of analysis to information and data retrieved from various databases.
5. Reference all sources at an appropriate level.

·Proof read your work (spell check and read through carefully before submitting).

·Reference using both in-text citations and a list of references at the end.

·Clearly identify/label the sources of any information you use, such as images, diagrams, charts etc.

·Read the below marking scheme carefully and ask if you are unsure about anything.
Marking Scheme:

Structure 10%
Content is organised and appropriate; coherent; flow of information, arguments, and concepts.

Knowledge and Understanding 40%
Identifies, explains, draws on appropriate theories, models, databases, literature to demonstrate depth and breadth of reading to address the question. Understanding of marketing research processes and secondary data sources. At least one reference from each of the stated sources included.

Application 20%
Application of theory or practical examples given appropriate to context.

Analysis and Recommendations 20%
Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions. Ability to analyse data found in databases to an appropriate level. Appropriate theories and concepts, and market research are used to support key points.

Presentation 10%
Spelling; punctuation; grammar; layout; accurate CU Harvard Referencing style; writing style academic/professional in report format.

This assignment must be submitted online via the module web using the Turnitin icon (see instructions on Moodle) by 23:55 on the above deadline day. Late submissions will be marked as zero without a pre-authorised exemption.
The electronic version of your assignment may be used to enable checks to be made using anti-plagiarism software and approved plagiarism checking websites.
Any penalties for not complying with word limits will be in accordance with University and Faculty policy. The words should support your choice of visual image with reference to the requirements of the brief using adequate reference to supporting material.

Return of Marked Work
Marked work will be returned via Moodle. You can expect to have marked work returned to you by 3 teaching weeks after the submission date.

PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been quoted from your own work. All references used must be given, and the specific page number used should also be given for any direct quotations, which should be in inverted commas. Students found copying from the internet or other sources will get zero marks and may be excluded from the university.

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