Master of Business Administration

COURSE INFORMATION

Course Name: Marketing

Code: MKT 6210 C Credits: 2

Cohort: MBA Winter 2020 Semester: Spring 2020

ASSESSMENT INFORMATION

Assessment No: 3 Assessment Type: Case Analysis

Assessment Date: Assessment Submission:

Assessment Weight: 40 %

FACULTY INFORMATION

Course Instructor

Name: Email:

Office Location: Villa 5 - Room 5205 Office hours: 3:00 pm – 6:00 pm

Program Director

Name: Email:

Office Location: Villa 4 Office hours: 3:00 pm – 6:00 pm

CONTENTS

Section

1 Introduction

2 Course Learning Outcomes

3 Program Learning Outcomes

4 QFEmirates Level 9

5 CoreLife Skills

6 Assessment

7 Recommended Reading

Annex(s)

A Assessment Cover Sheet

B Assessment Discussion Form

C QFEmirates Descriptors

1. Introduction

Welcome to your assessment No. 3 Marketing Course in the Master of Business Administration Program. This assessment aim is to ensure that the students can create advanced problem-solving skills to analyse highly complex issues with incomplete data and develop innovative solutions and proposals relevant to marketing.

In performing your analysis, carefully read the case and questions that are presented in the final part of this task. Make sure you comprehend every question. Refer each question to one or more specific topics presented in the classes that are in your opinion, relevant to providing a response. Provide your reply using the specific concepts and knowledge acquired on every topic that best addresses each question.

2. Course Learning Outcomes:

In this assessment, you should be able to:

CLO1: Critically appraise a detailed body of knowledge of recent developments in relation to Marketing (P1, P3, P4, KN4, SK2, AR3, SD1).

CLO 3: Critically apply advanced skills required in research, analysis, evaluation of complex ideas, information, concepts and/or activities related to marketing (PLO 1, PLO 2. PLO4, KN1, SK4, AR3, RC1,)

CLO 4: Synthesize advanced problem-solving skills to analyze highly complex issues with incomplete data and develop innovative solutions and proposals relevant to marketing. (PLO 2, PLO 4, PLO 5KN2, SK3 AR2, RC2, SD3)

3. Program Learning Outcomes:

The Course Learning Outcomes (CLOs) indicated above are mapped to your overall (MBA) Program Learning Outcomes (PLOs). This assessment tests your achievement in the program with reference to the following PLOs:

PLO1: Critically evaluate opportunities in variety of contexts using innovative approaches to create value for stakeholders and society.

PLO2: Demonstrate the ability to make decisions based on ethical values and social awareness.

PLO3: Experiment with multiple theories and functional perspectives for the interpretation of comprehensive challenges to the business environment.

PLO4: Select appropriate research instruments to address domestic factors and drivers in the global context.

PLO 5: Combine relevant theoretical advances with functional business skills to construct timely and informed decisions

4. QFEmirates Level 9:

Please see Annex C for the detailed description.

1.Knowledge –KN1 KN2 KN3 KN42.Skill – SK1 SK3 SK4 3.Autonomy and Responsibility – AR 1 AR 24.Role in Context – RC 1 RC 25.Self-Development – SD 1 SD 2

5. Core Life Skills

The assessment will test the acquisition by the student of Core Life Skill (CLS) indicated by the CAA within the teaching framework of the overall course. CLS acquired on this course are the following:

Information Collecting, analysing, organising and applying information in a given context

Communication Communicating information, concepts and ideas

6. Assessment

Assessment Requirement:

Student is required to build an innovative marketing solution for an organization based in UAE to tackle the business disruption caused due to COVID 19 based on the relevant concepts and theories of marketing discussed in class.

Introduction Consider an organization within the UAE for this report. Critically conduct a

detailed research and analyse how COVID 19 impacted the marketing activities. Literature Review

Provide at least 5 citations from related literature that are related to the theme of this assessment. (Business disruption, pandemic, social distancing, lockdown, marketing)

Challenges

Critically present the current marketing challenges of the organization in facing due to COVID 19.

Evaluate how these marketing challenges impact organisations long term sustainability

Marketing Strategies and Tactics

Evaluate multiple marketing strategies the organisation can explore to over the challenges identified based on relevant marketing concepts and theories discussed in class.

Recommendations

Specify at least two-three recommendations/innovative marketing solutions for each of the factors of marketing mix the organisation can adapt based on the

options you explored. Your recommendations must be focused and may lead to an action plan and implementable.

Conclusion Provide the gist of the parts of the paper drawn above.

Word Count – 2000 Words.

Assessment Rubric:INDIVIDUAL REPORT RUBRIC (40%)

Descriptor 100 – 90 (A, A-) 89 – 83(B+,B) 82 – 77 (B-,C+) 76 – 70 (C,C-) 69-41 (F) 41> (F)

Introduction, Purpose

Weight (15%)

The report clearly and effectively articulates the introduction and purpose and effectively addresses the task in a direct and succinct manner.

The report satisfactorily expresses the introduction and, purpose and addresses the task in a direct manner.

The report partially expresses the introduction and purpose and/partially addresses the task.

The report vaguely expresses the introduction and purpose and is an erratic response to the task and confusing.

The report poorly expresses the introduction and purpose and is an inappropriate response to the task.

The report does not express the introduction and purpose and is an inappropriate response to the task.

Literature review

Weight (20%)

An effective literature review with good synthesis of ideas and references are cited correctly.

A satisfactory literature reviewwith some synthesisof ideas andappropriate citations.

Literature review is evident with limited synthesis of ideas and some citations

A limited Literature review with weak synthesis of ideas and recurring errors incitations.

A poor literature review with no synthesis of ideas and incorrectcitations.

No literaturereview.

Analysis

Weight (30%)

Well-developed analysis by making strong assumptions and arguments. Focused, Persuasive and Interesting.

A satisfactory analysis by making good assumptions and arguments. Adequately relates to concepts and theories.

Analysis is evident with some assumptions and arguments. Merely describes aspects of theories, issues or concepts.

Limited analysis with weakargumentation and assumptions. Vaguely provides some theories and concepts without much relation to the topic.

A poor analysis. Demonstrates flawedassumptions and arguments with unrelated theories and concepts.

The report lacks analysis. Incoherent, undeveloped, illogical, irrelevant, or inconsistent.

Conclusions and Recommendations.

Weight (25%)

Synthesizes key points succinctly. Proposes original recommendation based on relevant concepts, theories, models and are conceptually strong.

Restates the key points. Proposes some recommendation based on relevant concepts, theories and models.

Merely summarizes the points. Proposes recommendations based on generic ideas.

Provides limited recommendations that are generally mundane and trivial; very little originality. Little recognition towards solutions to problems.

Demonstrates very little understanding of the topic. Exhibits ideas that are derivative of secondary sources. Originality is hardly evident.

Demonstrates lack of understanding of the topic Exhibits ideas that are highly derivative of secondary sources. Originality is not evident.

Logic, Organization and Writing.

Weight (10%)

The report demonstrates clear, logical and sequential arrangement of paragraphs which enhance the reader’s understanding of the ideas. The written text contains no or hardly

The report demonstrates logical and sequential arrangement of paragraphs which aid the readers understanding. Contains few errors in sentence that do not

The report demonstrates a sequential arrangement of paragraphs which aid the reader’s understanding the ideas presented.The report contains repeated errors in spelling, grammar, punctuation, or sentence structure but

The report demonstrates a mere arrangement of paragraphs but not in a logical or sequential manner. The weak organization sometimes impedes comprehension of the ideas presented.The report contains errors in spelling, grammar, punctuation,

The report demonstrates an illogical arrangement of paragraphs. The lack of organization makes it difficult for a reader to understand the ideas presentedThe report contains many errors in spelling, grammar, punctuation, or sentence

The report demonstrates confusing arrangement of paragraphs. The lack of organization makes it difficult for a reader to understand the ideas presentedThe report contains numerous errors in spelling, grammar, punctuation, or

INDIVIDUAL REPORT RUBRIC (40%)Descriptor 100 – 90 (A, A-) 89 – 83(B+,B) 82 – 77 (B-,C+) 76 – 70 (C,C-) 69-41 (F) 41> (F)

any errors in spelling, grammar, punctuation orsentence structure.

interfere with comprehension.

these errors do not interfere with comprehension.

or sentence structure that interfere with comprehension.

structure that interfere with comprehension.

sentence structure that interfere with comprehension.

Assessment Marking Scheme:

Grading Scale

Letter Code Percentage

A 93 – 100

A- 90 – 92

B+ 87 – 89

B 83 – 86

B- 80 – 82

C+ 77 – 79

C 73 -76

C- 70 - 72

F Less than 70

Assessment Format:

One (electronic) copy to be submitted on LMS. Please use a front sheet (Annex A) and include a blank assessment discussion form (Annex B).

7. Recommended Reading (Guide)

Text Books:1. Kotler,P., Keller,KL.(2016). Marketing Management. 15th edition, ISBN10

1292092629.

Additional Resources:

Dickson, J.P. & MacLachlin, D.L. 1990. Social distance and shopping behavior. Journal of the Academy of Marketing Science, 18 (2), 153–161. https://doi.org/10.1007/BF02726431

Glass, R.J., Glass, L.M., Beyeler, W.E., & Min, H.J. (2006). Targeted Social Distancing Designs for Pandemic Influenza. Emerging Infectious Diseases, 12(11), 1671–1681.

Kim, K., Zhang, M., & Li, X. (2008). Effects of Temporal and Social Distance on Consumer Evaluations. Journal of Consumer Research, 35(4), 706–713.

Zhao, M., & Xie, J. (2011). Effects of Social and Temporal Distance on Consumers’ Responses to Peer Recommendations. Journal of Marketing Research, 48(3), 486–496. https://doi.org/10.1509/jmkr.48.3.486

Annex A

Master of Business Administration

Online Assessment Cover Sheet

Instructions for Use1. Enter below the Student ID number and Name: Cohort, Course Name, Instructor’s Name,

Assessment Number and Semester in which the course was taken e.g. Spring 19.2. Attach this Cover Sheet as the front page of the assessment.3. Remember to keep a copy of this assessment for your record.

Student Name:

Student ID:

Cohort:

Course Name: Marketing Management

Instructor’s Name: Dr. Kiran S Nair

Assessment Number: 3

Semester: Spring 2020

Annex B

Assessment Discussion Form Academic Year 2019 – 2020

Term: Fall Spring

PURPOSE

The purpose of this form is to ensure the quality and integrity of student answers in assessments used in various courses offered at Abu Dhabi School of Management (ADSM). It will be the joint responsibility of the course instructor and the student to make sure that the student is able to discuss his/her position in the assessment document (uploaded on LMS according to published deadlines) and justify answer’s alignment with QFEmirates Level 9 strands required in the assessment.

INSTRUCTIONS

Section A: This section should be completed by the course Instructor responsible for teaching a particular course and for each assessment given in one course.

Section B: This section is to be completed by the course instructor according to the description of assessment in the course syllabus. The instructor needs to report the CLO number, the CLO description, the Program Learning Outcomes (PLOs), and QFEmirates strands as designed and assessed in the assessment.

Instructor will input in each of the following columns related number of PLO and strand assessed in the assessment.

This process must be carried out for all the number of Course Learning Outcomes (CLOs) to be measured in the assessment.

Section C: This section is to be completed by the instructor and signed jointly by both the instructor and student before the marking has been completed for each assessment as shown in section B.

Note: This form will be a part of the course file as it can be reviewed at any time by the Dean or Program Director.

Section A

Course Title: Marketing Management Course Code: MKT 6210

Course Credits: 2 Program Title: MBA

Section/Session: Instructor Name: Dr. Kiran S Nair

Student ID Student Name:

Assessment Mid

Final

Date: ……………………………………………..

Section B

Matrix Linking Assessment to Course Learning Outcomes, Program Learning Outcomes and QFEmirates Level 9 strands

Course Learning Outcomes (CLOs) (covered in the assessment)

Program Learning Outcomes (PLOs)

QFEmirates Level 9 strands

CLO CLO Description PLO PLO PLO KN SK AR RC SD

CLO 1 Critically appraise a detailed body of knowledge of recent developments in relation to Marketing

P1 P3 P4 KN4 SK2 AR3 SD1

CLO3 Critically apply advanced skills required in research, analysis, evaluation of complex ideas, information, concepts and/or activities related to marketing

P1 P2 P4 KN1 SK4 AR3 RC1

CLO4 Synthesize advanced problem-solving skills to analyze highly complex issues with incomplete data and develop innovative solutions and proposals relevant to marketing

P2 P4 P5 KN2 SK3 AR2 RC2 SD3

Section C

As students, you may be required to attend a submission discussion related to your assessment, to release your grade from IP:

Covered (C) Not Covered

(NC)

Assessment Topics

We jointly confirm that the student discussed the above areas

Course Instructor:

Student:

Signatures (attended)

COURSE INSTRUCTOR

Signature Date

STUDENT

Signature Date

Annex C