U55071
Contemporary Issues in Marketing
Management
Assessment Guide
Semester 1 2018-19
Assessment information
Assessment details
This module follows the principles of the University's Assessment Compact, developed in
conjunction with the Student Union, to ensure good practice and transparency in assessment
and feedback processes, see: https://www.brookes.ac.uk/ocsld/consultancy/brookesassessment-compact/
Learning outcomes assessed
All (1-7)
Assignment task
You are to conduct a qualitative study on the following contemporary topic:
The attitudes of millennials to inclusive advertising
Although Millennials have a more cynical attitude to advertising than previous generations
(Iyer at el 2016), research shows that they are more likely to respond to ads which they see
as emotionally engaging and better reflect the society in which they live. Inclusive advertising
is one way in which marketers are responding to this.
“While creating the perfect inclusive ads can be a balancing act, some brands are getting it
right. Coca-Cola’s ‘Pool Boy’ campaign is a great example, but when a brand gets it wrong it
isn’t long before we hear the backlash from consumers on social media, which then migrates
quickly to broader media coverage. Research shows that inclusive ads are 25 percent more
effective and more emotionally engaging than non-inclusive ads, and the least inclusive ads
are less effective and generate the most negative emotional reactions.
Creating inclusive ads should be both a business imperative and a moral one. Marketers need
to be bold and embrace the opportunity to appeal to a larger audience, to be inclusive of and
to better represent the world today. Everyone is biased in some way. Our brains love a
stereotype. Most people don’t actively choose to discriminate but they often do” (Kantar 2018)
Taking this issue forward, you are required to explore the attitudes of millennials to inclusive
advertising.
Your task:
For this assessment, you are required to add to existing millennial consumer research by
exploring the specific topic of ‘inclusive advertising”. Your question, in summary, is to:
“Describe, explain and research the attitudes of millennials to inclusive
advertising and explore these in a qualitative study”.
You will be required to conduct between 5-10 semi-structured interviews with members of the
millennial market. While you will be exploring the topic within the UK market, your sample
may consist of non-UK residents.
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There will be scheduled time early on during the module (Weeks 1 and 2) to assist you in
delineating the topic for yourself (for example, what aspect of inclusive advertising will you
research? what literature should you review? who will you interview? how will you treat cultural
differences?). As the module progresses, there will be time available in the seminars to begin
developing your qualitative semi-structured interview guide, and develop other ideas and
practices related to your data collection. Paramount to succeeding in this assessment is early
engagement with the literature and starting your data collection early.
The detail:
Subsequently, you are required to prepare an original paper, which has the following structure:
1. Introduction
2. Review of Relating Literature
3. Data Collection
4. Findings & Discussion
5. Conclusion
6. References
7. Appendices (which must contain a minimum of two interview transcripts, a profile of your
interviewees, and your interview guide)
It is mandatory to include at least 2 interview transcripts, a profile of your interviewees, and a
copy of your interview guide in the appendices, as these are part of the assessment.
Details for each of the sections follow:
• Introduction: Give an introduction. Identify the topic and the boundaries of your study. State
why this topic is interesting for marketers and potentially what issues there are. Present the
purpose of your study clearly. (approx. 200 words)
• Review of relating literature: Review the relating literature. Describe and explain aspects of
the given topic using frameworks and theories from your reading. Remember to have an
appropriate and broad range of references. Clearly state the recent problems/issues in this
section, as identified by the literature. Critical views are encouraged – please see the
assessment criteria on pages 9-10 (approx. 1000 words).
• Data collection: Explain how you conducted the interviews, for example who your participants
were and how you approached them. Include details such as when, where and how the
interviews took place, how long the interviews lasted, and how you captured the data (approx.
300 words)
• Findings & Discussion: Present your findings here. Look at your data from the interviews and
see if there are any patterns or themes emerging. What are these themes/topics? Once
findings are presented, discuss what you believe it means. A good discussion will draw on the
literature you have reviewed and state how your findings are similar, different or surprising.
(approx. 1200 words)
• Conclusion: Highlight your key findings and implications (for marketing practitioners and
academics) from your study. (approx. 300 words)
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• References: You must reference all sources correctly using the Brookes Harvard style. Be
meticulous with your reference list. Try to avoid internet sources and use as many academic
journal articles as possible.
• Appendices: Include a detailed profile of your interviewees; this is often usefully presented as
a table. Include at least two detailed transcripts (more is welcomed) and a copy of your
interview guide. THIS IS MANDATORY.
WORD LIMIT: 3000 (+/- 10%)
Your references list and appendices are not included in the word limit. Aside from the
transcripts, profile and interview guide, appendices should be limited to relevant and
‘indispensable’ material and in balance with the length of the paper. You must always refer to
your appendices within the main text and number your appendices in the order in which you
first refer to them in the main text.
Assignment Tutorials
There will also be dedicated sessions in Week 7 and Week 8 for any coursework questions
that you might have individually – please see Moodle for further details. You have the
opportunity to submit an early draft of your work before your tutorial (deadline: 1:00pm on
Thursday 8 November) so that you can receive tailored feedback specific to your individual
progress.
There will also be time for questions and discussions on the coursework during the other
weekly sessions – it is important that these questions and discussions move things forward
rather than repeating so you will need to keep up with the module group. You will find that the
weekly sessions will examine different topics, containing ideas and concepts (and indeed
methodological insights) that will relate directly or indirectly to your assignment and will
stimulate ideas.
It is extremely important that you attend all of these sessions to do well in your coursework.
Regular attendance also allows the module group to develop and to cover more material in
greater depth (it has much to do with successful ‘co-creation’). Please use the Lecturers who
present as part of your ‘resource’ for your coursework and question them e.g. what research
tips might they have? Analysis of data? How to write an effective introduction or conclusion
for paper publication? How a particular concept might relate to the millennial market and/or
inclusive advertising? And be prepared to discuss.
All coursework queries and questions will be handled in the class sessions and in the
discussion area on Moodle - not by e-mail - so you will need to attend classes and
engage with the discussion area to get any additional guidance for the development of
your paper.
Assessment criteria
Please see pages 9-10 or the assessment criteria.
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Presenting coursework for assessment
Your assignment must be word-processed and submitted as a word document. Please note:
it is YOUR responsibility to ensure that you upload the correct file; that it is in the correct
format; that it is not corrupt; and that it can be opened and read on Brookes systems
Assignment length
The length of your assignment is limited by a set number of 3000 words (+/ – 10%) to
contribute towards the development of writing skills and to ensure all work is assessed
equitably. We therefore require you to complete your assignment within the number of words
specified in the assignment brief.
You will need to think carefully about how best to explain your case within the permitted
number of 3000 words, using, for example, an appropriate mix of text, drawings, diagrams and
tables, supplemented by information contained in appendices.
Please also remember that a report can be enhanced or damaged through layout, for example,
placing all tables and drawings in appendices can hamper the flow of discussion. Decisions
therefore need to be made about the most appropriate place to use tables etc, to support your
case.
The specified 3000-word count refers to the main body of the report and does not include front
cover, title page, contents page, executive summary, reference list, or appendices. (The
appendices must include transcripts, interviewee profiles, and the interview guide). The word
count includes headings, tables and in-text citations, but not equations or diagrams.
Words that exceed the maximum allowed will not be marked. If in doubt, you should discuss
this with the Module Leader before submission.
Submission date and instructions
Your work must be uploaded to the dropbox in Moodle by Thursday 6 December (Week 11)
by 1:00pm via Turnitin.
Please give the file which you intend to upload a file-name which begins with your student
number. For example, ‘12345678-CiMMassignment .Please do not include your own name
anywhere in the file name (or in the assessment itself).
You must submit a word document (.doc, docx). Work submitted in other formats will not be
marked.
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Regulations
See also ‘University Information’ block on the module’s Moodle site
Late submission of work / non-attendance at exams
Students who submit work late, or do not attend an examination, will receive a mark of
ZERO for that element of assessment.
If mitigating circumstances (for example, medical or personal circumstances) affect your ability
to meet an assessment deadline or attend an examination then it is ESSENTIAL that you
notify your module leader as soon as possible and in any case BEFORE an assessment
deadline or the start of an examination. You will be required to provide satisfactory
documentary evidence to support your claim. The only exception to this is for very short
extensions (up to one week) to an assessment deadline, where you may be allowed to selfcertify your difficulties if there is a valid reason why you cannot provide evidence.
If you submit a claim of mitigating circumstances later than an assessment deadline or the
start of an examination, then you will not only need to demonstrate that you were affected by
these circumstances but you will also need to provide evidence that you were unable to submit
your claim by the deadline.
For further details of the University’s regulations for the consideration of mitigating
circumstances please see:
https://www.brookes.ac.uk/students/your-studies/mitigating-circumstances
Late submission regulations apply to both hard copy (paper) and electronic submissions,
including electronic submissions to Turnitin where relevant.
Resit Information
If your final module mark is between 30% and 39% you will be awarded a resit. If the mark for
the resit assignment is 40% or more, then you will pass the module. After a resit, the total
module mark is capped at 40% (unless a mitigating circumstances decision directs otherwise).
Authenticating your coursework
You must be able to demonstrate that the coursework you submit for assessment is your own.
You must therefore keep all working documents (electronic and paper) that you used or
created while preparing the assignment, such as photocopies of sources and internet pages,
your own notes on your reading and preparation and where primary research has been
conducted, completed questionnaires or interview schedules, details of the process of
analysis, field notes and so on. Most importantly, you should keep the early developing drafts
of your coursework as evidence of the originality of your work by saving each revision to a file
with a different name. This material should be kept until after the module results have been
published on PIP. Please note that you may be required to submit an electronic version of
your work.
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Guidelines on using others to check your work
If you are not too confident in the accuracy of your written English, you may want to ask
someone to help you by checking your work. However it is important that this is not done in
such a way that you are committing academic misconduct, which could result in disciplinary
action. University guidance can be found at:
http://www.brookes.ac.uk/Documents/Regulations/Current/Other/E21-Guidance-onProofreading/
In addition, if a checking or proofreading service is used, the Business School requires you to
declare this at the front of your work, giving the name of the person who did this for you.
Marking and moderation of your work
All your coursework submissions are marked anonymously.
Your work is marked and given clear comments by one member of staff (the first assessor)
and then a representative sample of these assessments is reviewed by one or more other
assessors from within the Marketing team to ensure that each marker has been fair and
consistent.
Your identity will only be revealed once the assessors have agreed your mark. This is to
ensure that feedback on your assessed work is personalised and tailored to you. However,
the marks cannot be amended once your identity is revealed.
If you would like to read the full and formal regulations on anonymous marking you can find
them in the University Regulations, section A3.6:Marking and Moderation
https://www.brookes.ac.uk/regulations/current/core/a3/a3-6/
Following this internal moderation process, a sample of work is reviewed by the External
Examiner for the programme to ensure that the standards applied are comparable to those at
other institutions
Feedback
Feedback on your work will be provided in a range of ways at various times throughout this
module, and different feedback will serve slightly different purposes. Feedback is designed to
support your learning and help you to improve subsequent work, so you need to get the most
out of the feedback provided.
Please note that feedback is provided throughout the module NOT JUST ON FORMAL
ASSESSED TASKS. It will be provided on your work and contribution in class, on the formal
assessment tasks and, in some circumstances, during staff office hours.
Students will have the opportunity to receive feedback on this module in the following ways:
• One to one verbal feedback on draft assignment submissions (during tutorials in
Weeks 7 & 8)
• Electronic written feedback on final coursework submissions after Christmas
Please note: there is also time available at the end of each seminar session for individual
assignment queries
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If you would like further information about feedback, or how to use it, please talk
to your tutor on this module or your Academic Adviser.
Turnitin
Your assignment on this module will be submitted through Turnitin. Turnitin is a web-based
tool that supports the development of good academic practice when preparing written work for
assessment. This text-matching tool allows academic staff to check assignments for improper
use of sources or potential plagiarism by comparing it against continuously up-dated
databases (including web-pages and other student work).
A note on equality, diversity and inclusion
Oxford Brookes Business School promotes an inclusive learning environment in which
individuals are valued and supported in achieving their full potential. The Faculty endeavours
to meet its duties under the Equality Act 2010 to eliminate unfair discrimination and promote
equality of opportunity and good relations among members of the university community. For
the university statement on equality, diversity and inclusion please see
https://www.brookes.ac.uk/staff/human-resources/equality-diversity-and-inclusion/edi-atbrookes/
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U55071 Assessment Criteria
Learning Outcomes
LO1 Demonstrate a critical
appreciation of a customercentric approach to marketing
management, including the ongoing evolution of marketing
theory and concepts, and their
role and significance in the
wider strategic organisational
context
LO2 Understand the theory
underpinning the processes and
practices involved in the
management and organisation of
marketing, and the planning,
control and integration of
effective marketing strategies,
programmes and operations
LO5 Devise, substantiate,
sustain and where necessary
refute arguments emerging from
current theoretical developments
in the marketing management
discipline, informed by both
critical enquiry and practical
insights, and using appropriate
means of dissemination
LO4 Select and critically apply
appropriate research methods
and tools of qualitative and
quantitative data analysis to gain
70%+
60-69%
50-59%
40-49%
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