BAccy Marketing Assignment Management 1 (Bachelor of Accountancy) Class Assessment 2011-12

Essay – 25%

Your essay will account for 25% of the final mark. Criteria used to assess the essays include: use of relevant theory, integration of theoretical and case study material, clarity of argument and adherence to proper referencing techniques. Better essays will show evidence of critical and creative thinking.

Your essay should be no longer than 2500 words (excluding appendices) and must be submitted by Wednesday 26

th

October by 4pm in the box provided within the School of Business & Management, Gilbert Scott

nd

Building (2 floor). You are required to submit 2 word-processed copies of essays (diagrams can be hand-drawn). For all essays you must complete a standard assessment cover sheet which will be distributed by the class co-ordinator; spare copies are available from the School office on request. Those failing to submit their assignments by the due date will receive an email, (incorporating a delivery confirmation report), requesting an immediate explanation. If no response is forthcoming, then penalties will apply according to the Department’s late submission scale.

Once your work has been graded you will be able to collect 1 copy of the essay and a completed cover sheet, which will detail your grade and offer specific feedback on your work. The department will retain the remaining copy of your essay and duplicate feedback sheet for external examiners’ scrutiny.

Remember you must submit through Turnitin prior to submitting two copies of your assignment. If you do not submit through Turnitin you will be penalised.

ASSIGNMENT CASE STUAnswer all questions: DY: H&M Gets Hotter

1. To what extent is H&M marketing oriented? What evidence is there in the case to support your view?

2. Into which cell of the efficiency–effectiveness matrix does H&M fall? Justify your answer.

3. What is the basis of the customer value H&M provides for its customers?

4. What are the marketing benefits to H&M of commissioning Karl Lagerfeld, Stella McCartney and Mathew Williamson to design limited edition clothing ranges?

5. What challenges are likely to face H&M in the future? 6. Do you consider the marketing of disposable clothes contrary to

societal welfare? Justify your option.

Analysing case studies:

• Case study analysis requires thinking through the issues, considering a range of theories and actions and, sometimes, recommending a "solution" to the case issues. • When analyzing a case the key theories and issues need to be identified

1. Read the case carefully more than once 2. Analyze the information provided 1. Identify the problems/issues 2. Evaluate the options of possible solutions 3. Recommend solutions/answer questions

Remember there is often no 'correct' answer to a case study

Some pointers …

• Make sure you’re aware of the main theory / models / concepts used in the session(s) of the course relevant to the case study. You then need to decide which of these to use. If you select too many you will end up with an imbalanced assignment: you’re likely to then spend too much time explaining each model, then run out of time to apply the models in detail. This approach will also tend to mean your assignment is too superficial. • Make sure your conclusions aren’t superficial. A common mistake is to have a conclusion that is 3 lines long and doesn’t conclude anything at all. The conclusion should restate what it is you were looking at, the key points made in your discussion, and what you personally think in light of all you’ve discussed. • Using literature (books and journal articles)… One of the main weaknesses of many assignments is their lack of reference to published literature. You need to try and show as much reference to relevant articles or books other than just the main course texts. Please be careful when using web sources. Published journal articles go through a quality control procedure whereas web sites do not. Web sources contain information that has not been subjected to external, peer-reviewed scrutiny and thus cannot necessarily be regarded as valid evidence on which to base your assignment.