Marketing Management Coursework 1: Marketing Research Plan
1,500 words (30% of module assessment)
Hand in date: Monday 10th November.
(Upload work by 12 noon and submit in hard copy to the EBS office by 3pm on the same day)
Scenario:
The marketing department of your organisation has completed a review of the existing product portfolio and has decided that an opportunity may exist to launch a new product aimed at people aged over 55. In order to proceed and approve the release of resources to develop this product the board members of the organisation will require a detailed examination of the current marketing environment as well as competitor activity.
Task:
You have been asked by the Marketing Director to prepare a marketing research plan that outlines the collection of information to identify if a gap exists within the market for a new product aimed at people aged over 55. You will need to consider what information is needed and the most appropriate method of collection. The approaches that you choose must be justified with authoritative academic literature and research.
Organisation:
You may choose an existing organisation from the technology, fashion or entertainment industry.
-The Organisation I chose is fashion industry: Louis vuitton
Time scale:
Due to the urgency of this project the approaches that you choose must allow information to be collected within a 2-month period.
Report structure:
Your report should be structured around the following 4 areas:
Background and rationale
3 research objectives
Approach and methodology
Timelines (shown via a Gantt chart).
A full list of references must be included with your work but your reference list is not included in the 1,500-word count
Weekly classes will provide the following support for this assessment:
NOTES ON THE ASSIGNMENT
Your assignment must be DOUBLE SPACED using a standard font (such as Times New Roman or Arial) in 12 point. The length of the assignment is 1,500 words. It also needs to contain full in-text referencing and a list of references (see the referencing guidelines which follow). Please note that the reference list does not count towards the overall word limit. Marks will be deducted for failure to abide by any of these requirements.
Please note that the University runs a zero tolerance policy with regards to coursework submission:
All coursework submitted after the deadline will receive a mark of zero. The mark of zero shall stand unless the student submits satisfactory evidence of extenuating circumstances that indicate that the student was unable to submit the work prior to the deadline.
It is always a good idea to begin work on your assignment as soon as possible. This is mainly because books will probably disappear from the library fairly quickly and also because you are much more likely to do a good piece of work if you allow yourself ample time to research, design, draft and polish it. Class teachers are available to offer help and support with your work but this does not include reading drafts of your assessment before submission. Make sure that you don’t submit the only two copies of your assignment in existence – keep another for yourself, whether it’s a hard or soft copy.
Plagiarism
Plagiarism is the act of copying out all or part of someone else’s work and pretending it is your own – that is to say, using someone else’s words without the appropriate attribution of ownership. We will NOT tolerate plagiarism – from published work of any sort or from other students’ work – in this assignment. The reasons why you CANNOT AND MUST NOT plagiarize are as follows:
– it is against University of Essex regulations (go to http://www2.essex.ac.uk/academic/calendar/examregs.html#Examination%20Regulations and scroll down to 6.12 for full details);
– it is tantamount to cheating – there is no creative or intellectual effort involved in copying out someone else’s work;
– you fail to prove to us that you understand what you are talking about if you copy out what someone else has said, because you are using their words and not yours;
– authors do not write books or articles so that students can copy chunks out of them and still succeed in fulfilling the demands of their assessed work – so, if you plagiarize, it is unlikely that your assignment will conform to the assignment guidelines that we have set out above.
Therefore, unless you are directly quoting (and you need to reference a direct quotation properly, for which full guidance is given in the referencing guidelines that follow), make sure that you write in YOUR OWN WORDS – which does NOT mean copying out other people’s material and changing words here and there. You should also be aware that downloading sections or phrases from material on the Internet and reproducing them in your assignment, unless they are referenced correctly, also counts as plagiarism.
Referencing guidelines
You are expected to follow the Harvard system of in-text referencing. You need to read, learn, inwardly digest AND FOLLOW rules on referencing. This is for three reasons – (a) it demonstrates a disciplined approach to your work (academic rigour); (b) it means you won’t be accused of plagiarism because you have acknowledged your sources; and (c) anyone who reads your work will be able to follow up on citations which interest them.
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