Assignment Brief
Module Code and Title
MKT6B6 – Contemporary Marketing in Action (Capstone)
Assignment Number & Title
CW2 – Action Research Report
Assessment Type
(e.g. Presentation, Essay, Report etc.)
Individual, written report.
Weighting of assessment (%TMM)
75% of TMM
Assessment Learning Outcomes
1,2, 3, 4, 5 and 6
Module Leader
Internal Reviewer
External Examiner
Submission Details
Submission Deadline
Release of Feedback
What am I required to do in this assignment?
The research report executes the action research outlined in the research proposal. The aim of the research report is to execute research into current marketing practices with a focus on the types of problems and challenges that marketers face in their professional environment. This part must conclude with primary evidence-based proposed business solutions and recommendations that address or mitigate the identified problem. The action research report must include a reflective statement to demonstrate and evidence the reflective understanding and self-evaluation of the student focusing on personal transition through action research i.e. at the beginning of the project, mid-way through the project and at the end of the project. This reflective statement should be supported with a digital portfolio of evidence in support of student’s submission.
Independent Learning: This is an assessment that requires independent learning. This means that you are expected to research autonomously and with peers in order to make decisions e.g. it is up to you to research the various available theories and apply appropriate theory. Prior to submitting your work, please ensure that you have self-checked covering the objectives and requirements of this assessment.
Is there a size limit?
The word count for the proposal is 6000 words +/- 10%. Here please find the suggested breakdown of the total word count.
Executive Summary (300 words) *not included in the word count, marked as part of presentation criteria.
Introduction (600 words) 10 marks
Research Approach with Research Schedule (1200 words) 20 marks
Findings and Discussion (2200 words) 30 marks
Conclusions and recommendation (1000 words) 15 marks
Reflections x3 on digital portfolio (1000 words) 15 Marks (continuous assessment)
References *not included in the word count.
Appendices *not marked and not included in the word count.
Presentation – 5 marks
Overall Impression – 5 marks
What do I need to do to pass?
Threshold criteria i.e. achievement of the learning outcome at the pass/fail boundary
Executive Summary (300 words) *not included in the word count, marked as part of presentation criteria.
Introduction (600 words)
This chapter outlines a satisfactory overview of what is the research problem in a somewhat convincing manner with satisfactory use of referencing to support where the significance of the research problem has come from. The research aim/question and the 3-4 objectives have been developed to a satisfactory level perhaps a little narrow or broad with some level of coherency/link of the underpinning of the objectives to the research aim/question. The scope of the research is provided and clear and explaining how it links to the marketing pathway. Academic and personal rationale is provided adequately.Research Approach with Research Schedule (1200 words)
This chapter re-states the research aim, question and objectives and indicates the research approaches to address the research investigation along with the justification behind these decisions. The chapter provides a satisfactory analysis in evaluating the effectiveness of the methods used such as the value/benefits to the research as well as the disadvantages of the use of these methods. The chapter details the entire research process; e.g. discussion of the sample, instruments (design, pre-testing, administration), response rates to a satisfactory standard. The difficulties/challenges of the research process are identified with some discussion as to how these were overcome. Validity and reliability issues, if any, and how these are addressed is covered. Ethical considerations are basic and have been addressed to a satisfactory standard. The student covers any deviations from proposal stage on their research process journey. Student provides satisfactory reflection on the feedback from the tutor/peer feedback/iterations. Limitations of the research are highlighted. A satisfactory research plan/timeline is presented, which captures key steps and dates of how the implementation stage of this plan is planned for the 24 weeks.
Findings and Discussion (2200 words)
This chapter demonstrates constructed findings which demonstrates satisfactory alignment with the research aim, question and objectives, and are presented in a logical manner. Findings from the primary data collection are interpreted to a satisfactory level integrating the use of direct quotes (if primary data used) and key analysis from secondary data sources with satisfactory analysis compared with the arguments put forward by other scholars including application of findings to models/theories relevant to your topic area, which includes where the data collection is similar/supports the findings or where the data collection is in disagreement with the other literature to a satisfactory standard. The student has made sense of their analysis and shows understanding or evidence of ideas of key contribution to a satisfactory standard. This chapter is further supported by visuals. Information is organized using subheadings.
Conclusion and recommendations (1000 words)
This chapter re-visits the research aim, question and objectives to conclude how the research has addressed the research aim and question to a satisfactory standard. There is evidence of some in-depth discussion on how each objective has been met. The recommendations are aligned with the preceding analysis with clear beneficiaries identified, this help solve the identified marketing issues. New questions that could be addressed for research in the future is rather brief.
Reflections x3 on digital portfolio (1000 words)
The digital portfolio provides evidence of x 3 reflections, at the beginning, during and at the end of research journey completed at the respective deadlines. The student provides satisfactory reflection on the key skills they have learnt and reflect on how they would approach particular situations or challenges differently in the future. Overall, digital portfolio reflects satisfactory evidence of drawing on various documents (e.g. in-class exercises, Iterations, feedback sheets/tutor feedback mind maps, reflective entries etc.) to demonstrate and evidence the reflective understanding and personal transition of the student’s journey through the action research.
Presentation
The executive summary provides some of the key highlights of the report (e.g. research issue, research aim, question, objective, research approach, key findings, recommendations and ideas for further research). Report is presented to a satisfactory standard. The 6,000 word limit has been observed, the effectiveness of the work is organized to a satisfactory and logical structure with some use of carefully worded subheadings that reflect the content of the sections, spelling and grammar is satisfactory and the work seems to have been proofread carefully, effective use of tables and graphs which have been labelled and numbered and appendices are referred to the main body of the report and organized effectively at the end of the report. Satisfactory quality and quantity of sources correctly formatted using the Harvard Referencing system. Font size 12 in Arial or Times New Roman has been used. Appendices (if any) This area is not marked but student provided ONLY as additional information which might help readers to understand the work. And appendices are presented in a numerical order that follows their reference in your written work (e.g. see appendix A)
Overall Impression
The overall impression of the work is demonstrated by four areas. Satisfactory performance in factors such as:
overall coherence and the way the material is linked together such as satisfactory links between chapters, referring to appendices and summaries at the end of each chapter such as links between chapters
the impact of the research is somewhat meaningful to a satisfactory standard and the results show satisfactory significance/relevance to the audience
creativity of the student is shows to a satisfactory standard in terms of the unique or innovative features of the approach to the issue
satisfactory ability to reflect on the research experience
How do I produce high quality work that merits a 70% or above grade?
Executive Summary (300 words) *not included in the word count, marked as part of presentation criteria.
Introduction (600 words)
This chapter outlines an excellent-outstanding overview of what the research problem is with an excellent use of referencing to support where the significance of the research problem has come from. The research aim/question and the 3-4 objectives have been developed with an excellent-outstanding level of coherency/link of the underpinning of the objectives to the research aim/question. The scope of the research is provided along with the marketing issue(s) and how it links to the marketing pathway. There is an excellent-outstanding rationale provided to pursuing such an investigation and the personal motivations have been addressed.
Research Approach with Research Schedule (1200 words)
This chapter re-states the research aim, question and objectives to an excellent standard and indicates the research approaches to address the research aim, question, and objectives to an excellent standard. In doing so, the student provides justification for how the methods address the research aim, question and objectives outlined in chapter1 to an excellent standard. The chapter provides an excellent reflective analysis in evaluating the effectiveness of the methods used such as the value/benefits to the research as well as the disadvantages of the use of these methods. The chapter details the entire research process, e.g. discussion of the sample, instruments (design, pre-testing, administration), response rate to an excellent standard. The difficulties/challenges of the research process are discussed to an excellent standard and how they were overcome is addressed to a good standard. Validity and reliability and how these are proposed to be dealt with are addressed to an excellent standard. Ethical considerations have been addressed to an excellent standard and if any ethical issues did arise, these have been addressed in terms of how the student dealt with it to an excellent standard. The student provides an excellent reflection on their research process journey such as if there were any variation the research design compared to their original plan. Student reflects on the feedback from the tutor/peer feedback/iterations or reflects to an excellent standard. Limitations of the research are highlighted to an excellent standard. The research plan/timeline is presented to an excellent standard to capture how the implementation stage of this plan is planned for the 24 weeks.
Findings and Discussion (2200 words)
This chapter demonstrates constructed findings to an excellent standard which demonstrates excellent alignment with the research aim, question and objectives, which are presented to a logical manner. Findings from the data collection are interpreted to an excellent standard integrating the use of direct quotes (if primary data used) and key analysis from secondary data sources with excellent analysis compared with the arguments put forward by other scholars including application of findings to models/theories relevant to your topic area, which includes where the data collection is similar/supports the findings or where the data collection is in disagreement with the other literature to an excellent standard. The student has made sense of their analysis and shows understanding or evidence of ideas of key contribution to an excellent standard.
Conclusion and Recommendations (1000 words)
This chapter re-visits the research aim, question, and objectives to conclude how the research has addressed the research aim and question to an excellent standard. There is excellent discussion on how each objective has been met. There is an excellent discussion on recommendations to help solve the identified marketing issues. New questions that could be addressed for research in the future have been addressed to an excellent standard.
Reflections x3 on digital portfolio (1000 words)
The digital portfolio provides excellent evidence of x 3 reflections, at the beginning, during and at the end of research journey completed at the respective deadlines. The student provides satisfactory reflection on the key skills they have learnt and reflect on how they would approach situations or challenges differently in the future. Overall, digital portfolio reflects satisfactory evidence of drawing on various documents (e.g. in-class exercises, Iterations, feedback sheets/tutor feedback mind maps, reflective entries etc.) to demonstrate and evidence the reflective understanding and personal transition of the student’s journey through the action research.
Presentation
The contents of the proposal are excellently summarized and accurate. Very good coverage of all the essential elements of the research proposal i.e. research context, research question, key debates and practice-based insights from real world comparison and planned research approach.
There is an excellent executive summary, which provides the key highlights of the report (e.g., research issue, research aim, question, objective, research approach, key findings, recommendations, and ideas for further research). Report is presented to an excellent standard. The 6,000 word limit has been observed, the effectiveness of the work is organized to a good and logical structure with use of carefully worded subheadings that reflect the content of the sections, spelling and grammar is satisfactory and the work seems to have been proofread carefully, effective use of tables and graphs which have been labelled and numbered and appendices are referred to the main body of the report and organized effectively at the end of the report. Excellent quality and quantity of sources correctly formatted using the Harvard Referencing system. Font size 12 in Arial or Times New Roman has been used. Appendices (if any) This area is not marked but student provided ONLY as additional information which might help readers to understand the work. And appendices are presented in a numerical order that follows their reference in your written work (e.g., see appendix A)
Overall Impression
The overall impression of the work is demonstrated by four areas.
Excellent performance in factors such as:
overall coherence and the way the material is linked together such as excellent links between chapters, referring to appendices and summaries at the end of each chapter such as links between chapters
the impact of the research is meaningful to an excellent standard and the results show good significance/relevance to the audience
creativity of the student is shows to an excellent standard in terms of the unique or innovative features of the approach to the issue
excellent ability to reflect on the research experience
How does assignment relate to what we are doing in the scheduled sessions?
The scheduled sessions are designed to support the assessment in a systematic manner. Learning and teaching activities each week will feed into the development of the research proposal ranging from developing a research question, refining research question to aligning with the research approach. Regular feedback on individual progress from the tutors and peers is a part of learning and teaching strategy.