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Assessment 1/Marketing Management/COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material inthis communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under
the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered
higher education provider CRICOS Provider Code 02426B.
Assessment Information
Subject Code: GB530
Subject Name: Marketing Management
Assessment Title: Assessment 1 – Essay
Assessment Description
It is said that understanding customer needs is an important first step in developing profitable
customer relationships, but that is not enough. To achieve competitive advantage, organisations
must use this understanding to design product /service offers that deliver more value than the offers
of competitors. Discuss the comment above in relation to an online business.
Major essay requirements:
• An essay format: Information and advice on essay writing and other scholarly skills can be found on the
MyKBS portal.
• A thorough research and review of the contemporary literature on the topic area.
• A range of references that should demonstrate breadth and depth of research.
• Industry and/or organisational examples to be incorporated into the essay as illustrative evidence.
• An original argument to be built through the use of critical thinking.
• Critical evaluation in the essay’s conclusions.
• Appropriate and accurate use of the Harvard referencing system.
You must use a minimum of 15 references. These must be authoritative and comprise of:
• At least 8 academic articles/papers.
• Up to 2 text books (including the prescribed text).
• Up to 5 other authoritative sources of your choice. E.g. quality newspaper or professional journal,
government or NGO website. Please avoid the use of corporate websites as these tend to be
promotional and not authoritative.
• Wikipedia, Slideshare, Businessballs, BizEd, Mindtools and other non-academic sources are not
considered to be authoritative and will attract low marks if used. If in doubt, consult your lecturer.
If you are unsure about how to access and search the academic literature at KBS then please
consult with your lecturer/facilitator and/or the ASC Academic Success Centre.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in
this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under
the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered
higher education provider CRICOS Provider Code 02426B.
Assessment Marking Rubric
Criteria Weight HD (High
Distinction)
85%-100%
DN (Distinction)
75%-84%
CR (Credit)
74%-65%
P (Pass)
50%-64%
NN (Fail)
0%-49%
Score
Introduction 10% Excellent and
critical introduction
of the main topic.
Very good and
relatively critical
introduction of the
main topic.
General
introduction of
the main topic.
Basic
introduction of
the main topic.
Lacks
introduction of
the main topic.
Application 40% More than three
industry and/or
organisational
examples have
been incorporated
into the essay as
illustrative
evidence. Their
relevance has also
been
demonstrated.
Three industry
and/or
organisational
examples have
been incorporated
into the essay as
illustrative
evidence.
At least two
industry and/or
organisational
examples have
been
incorporated
into the essay
as illustrative
evidence.
One or no
industry
organisational
examples has
been provided
as illustrative
evidence.
Little or no
industry
organisational
examples has
been provided
as illustrative
evidence.
Discussion 20% Excellent insights
gained from the
previous example
provided and
supported by
relevant GB530
concepts and
theories.
Very good
insights gained
from the previous
example provided
and supported by
relevant GB530
concepts and
theories.
Some insights
gained from the
previous
example
provided and
supported by
relevant GB530
concepts and
theories.
Basic
consideration
and
understanding
from the
previous
examples and
almost no
theories
supported.
Little or no
consideration
and
understanding
of previous
examples and
no theories
supported.
Conclusion 10% Draws together
the major key
findings of
analysis and
provides excellent
views and
implications from
the analysis.
Draws together
some key findings
of analysis and
provides some
sound views and
implications from
the analysis.
Draws together
some findings of
analysis and
provides some
implications
from the
analysis.
Draws together
some findings of
analysis.
However, the
implications are
not clear.
Does not draw
together the key
findings or
implications.
Layout and
structure of
paper
10% Clear and logical
structure to the
paper displaying
sound critical
thinking.
Clear and logical
structure to the
paper. Some
evidence of
critical thinking.
Competent
structure of the
paper. Some
evidence of
original thinking.
Basic structure
to paper. Only
occasional
evidence of
original thinking.
Poor structure
and
organisation.
No real
evidence of
original thinking.
Referencing 10% All references
cited correctly
using Harvard and
no errors in the
Reference list.
Most references
cited correctly
using Harvard and
no errors in the
Reference list.
Most references
cited correctly
using Harvard
but some errors
in the Reference
list.
Referencing
either
incomplete or
inaccurate in
parts. Several
errors in the
Reference list.
Poor or no
citation of
sources.
Referencing not
to Harvard
style.
Comments:
Assignment Mark/Grade:
Total
score

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