Assessment Briefing DSGM (Lecture 1.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @Elvira_Mlady
This week: Outline Lecture 1.1: Introduction to DSGM – Unit introduction – Strategic analysis 1 – What is strategy?
Lecture 1.2: Assessment briefing – Exam: overview – Assignment briefing – Summary for the week – Next week’s seminar preparation
Learning Outcomes 1. Introduce assessment 2. Brief on exam format 3. Understand the assignment brief
1.
Exam • Weighting: 60% of the overall mark for the Unit • Format: You will be required to answer THREE questions out of SIX provided. All questions carry equal marks. • Timing: 3 hours • Exam period: 15 - 26 January 2018
Exam: Past paper
Assignment Brief • Type: Individual consulting report • Length: 2000 words • Weighting: 40% of the overall mark for the Unit • Deadline: 12 noon 1st December 2017 (via myBU)
Assignment Task: • Evaluating a successful national brand; • Identifying and recommending appropriate strategic options for the brand to expand internationally and to gain global competitive advantage • Main question: How should successful national brands engage in international expansion?
Assignment case: “National Beverage Corp - on Pathway to Global Competitive Advantage?�
Assignment Task (redefined): • Evaluate National Beverage Corp’s current marketing position • Identify appropriate strategic options to expand internationally to gain global competitive advantage: – Suggest new strategies you learnt in the class for future global expansion. Suggest a course of action(s) and strategies. – Choose one market that the company is not serving yet, and suggest a mode of entry into that market. Where should they expand (which market should they target and why? Provide short description of the target market/consumer. Provide specific strategies they should apply to expand their market base.
• Main question: How should successful national brands engage in international expansion?
Assessment criteria • Critically analyse (45%) • Identify and assess appropriate mode of entry and strategic options (45%) • Structure, clarity and presentation (10%)
Assignment format • Essay format with appropriate sub-headings throughout – 1.5 spaced in Times New Roman 12 font size
• up to 2000 words (+10%), – excluding executive summary, references, tables, figures, infographics and diagrams, appendices
• penalty for exceeding limit • state word count at end • use appendices appropriately – limited to 7 A4 one-sided pages
Assignment instructions • Deadline: 12pm (noon) Friday 1st December 2017 • Electronic submission – myBU (Turnitin) • Adhere to BU Student Assessment regulations • Referencing!
Support • • • • •
Today’s assignment briefing lecture The assignment briefing document (myBU) Assignment tutorials: w/c 30th October myBU Discussion Forum Surgery hours: by appointment!
Seminar prep! Reminder • Please read this article: – Varadarajan, P.R. & Jayachandran, S. 1999. ‘Marketing strategy: An assessment of the state of the field and outlook’, Journal of the Academy of Marketing Science, 27/2, pp.120-43
• Please come along with some examples of strategy in action – Press cuttings, news, social media etc.