Assessment Brief Level Six Undergraduate

Business and Management modules

Module Code:

SM0374 Standard Assessment Brief for 2015-16

Module Title:

Strategic Management and Leadership

Distributed on:

Hand in Date:

Check noticeboards

Further information about general assessment criteria, ARNA regulations, referencing and plagiarism
can be found on the module site on the e-Learning Portal. Students are advised to read and follow
this information.
Task:
Choose one company from the list published on the eLP (see Assessment Folder). For this company,
explain how successful you think it is and discuss the strategic reasons behind that success. Your
explanation should include something about the contribution of leadership to the company. Go on to
suggest strategies and/or actions for ensuring success in the future.
You should read the guidance on page 2 of this brief and the marking scheme at the end of this brief
to understand how you should approach the assignment and how marks will be allocated. Further
guidance, including examples of student work, will be posted on the eLP.

Notes:
a. Word limit = 3,600 words. See page 3 of this brief for an explanation.
b. Tables with sentences (rather than data) WILL be included in the word count
c.

No appendices are permitted.

d. The assignment contributes 100% of the module mark.

Format for submission:

All Institutions

The assignment should be written in Arial, 11pt, left-justified, 1 spacing.

DO NOT put Your Name, or any Tutors Name anywhere on your assignment.

Every page should be numbered (in header or footer) and show your student ID.

ESSENTIAL You must leave at least 5cm of white space at the end of each section. This is
the space for your marker to write feedback comments on the preceding section.
Please note that we may not use all of the 5cm it depends what type of feedback we think is
needed for each answer.

All academic and other sources must be cited and included in a reference list.

We require you to use the Barney (1991) VRIN framework. The VRIN Summary Table is
usually shown in journals and textbooks with ticks and crosses. We require you to use the
letter Y for Yes and the letter N for No and the ? symbol for Uncertain or Maybe.

Newcastle (City) & London Campus

This module requires two identical submissions to the eLP Assignment Submission Folder.
These submissions must be identical in PDF electronic format.. See eLP for full instructions.

CV Partner Institutions (in Hong Kong and Singapore)

Please see detailed print format requirements prevailing at your institution.

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Assessment Brief Level Six Undergraduate

Business and Management modules
Guidance
We want you to tell us how you think the company has been able to compete successfully and justify
your answer with analysis based on topic areas taught as part of this module. Success could be
evaluated in terms of measures such as growth, profitability, market share and so on. But how has
the company achieved this position which may have taken several years?
To tackle the question you need to carry out a full strategic analysis of the company and the business
environment. But we only want to read the really important elements of that analysis and the
conclusions you draw. You have to judge what is most important and present this to us in a clear,
academically rigorous manner. You must present conclusions (your interpretation of the analysis) for
each section below.

Your assignment should contain the following sections (5cm spacing between each) numbered exactly
as follows. Mark allocations are shown in the marking scheme at the end of this brief.
1. A brief (maximum 100 words) introduction to the company
2. Company data which can be used to evaluate its success concluding with your thoughts about
whether or not the company can be described as successful.
3. An outline of 6 to10 business reasons behind the success stated in a simple, straightforward
way with a brief (4/5 sentences) explanation of each reason. Avoid strategy jargon; no
analysis is required this is a test of your broad business knowledge and understanding.
4. A detailed analysis of the companys strategic capabilities starting with the Value Chain and
followed by a VRIN evaluation. Your interpretation of the analysis must clearly show how the
company has been able to build competitive advantage.
5. An evaluation of the contribution of leadership to the companys success, basing this on
appropriate theory. A wide range of topics will be acceptable including:
o Leadership (e.g. styles, attributes)
o Management theories
o Organisational culture
o Decision-making
6. A detailed analysis and interpretation based on one further topic area from the following list:
o Business (competitive) strategy consistent with strategic capabilities
o International strategy (based on the framework in Exploring Strategy)
o Innovation strategy
o Collaboration (alliances, joint ventures, mergers and acquisitions)

7. An explanation of any external and/or internal factors that might make it difficult for the
company to be successful in the future (cite sources) and suggestions as to how the company
can best deal with these.

ALL sections should cite sources of research data and theories/concepts on which your
analysis is based. The only exception to this is the suggestions you make in Section 7; these
should be YOUR original ideas and therefore citations are not expected. All cited sources
should be listed in APA format in the References section at the end of your assignment

Cutting and pasting material directly from sources without citation is plagiarism

Cutting and pasting material directly from sources with citation is poor scholarship

Short extracts from cited sources are permissible use quotation marks

Although citing others, the majority of your assignment should use your own words.

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Assessment Brief Level Six Undergraduate

Business and Management modules
Final Submission of Assignment:
Newcastle & London Campus
The assignment will be submitted electronically to two folders on the eLP by the submission deadline
date. No print copy will be required.

1. Final Dropbox Folder

Follow the instructions on the eLP. Marked assignments will be available on the eLP on the
notified date.

2. Final TurnItIn Folder

Follow instructions on the eLP. An identical electronic copy of the assignment in PDF format
should be uploaded to Turnitin in the Final TurnItIn Folder. You will not receive a TurnItIn
Similarity Report*.
Students can submit their part-finished assignments to the TurnItIn Draft Folder before
submitting to the Final Folders. They will receive a TurnItIn Similarity Report*. See the eLP
for full instructions.
CV Partner Institutions (in Hong Kong and Singapore)
Follow your institutions regulations regarding print copy (or electronic) assignment
submission.
Word Limits and penalties for assignments
If the assignment is within +10% of the stated word limit no penalty will apply.
The word count is to be declared on the front page of your assignment and the assignment cover
sheet. The word count does not include:
Title and Contents page

Reference list

Appropriate tables, figures and illustrations (but see note (b) on p1)

Glossary

Bibliography

Quotes from interviews and focus groups

Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. dib-dab
nonsense analysis (Smith, 2011 p.123)] are INCLUDED in the word count.
If this word count is falsified, students are reminded that under ARNA page 30 Section 3.4 this will be
regarded as academic misconduct.
If the word limit of the full assignment exceeds the +10% limit, 10% of the mark provisionally awarded
to the assignment will be deducted. For example: if the assignment is worth 70 marks but is above the
word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63.

* Please note that TurnItIn Similarity Reports issued to students from the Draft Folder only compares your assignment to previously submitted or
published work; whereas the Final TurnItIn Similarity Report (sent to staff only) will also compare your work to that of your fellow students.

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Assessment Brief Level Six Undergraduate

Business and Management modules
Mapping to Programme Goals and Objectives:
This assessment will contribute directly to the following Undergraduate programme goals and
objectives:
1. Knowledgeable about the theory and practice of international business and management
Objectives:
Students will be able to:
x

1.

Acquire knowledge of functional areas of business and management.

2.

Acquire knowledge of specialist areas of business.

3.

Apply their knowledge to business and management contexts.

4.

Conduct contemporary research into business and management.

2. Skilful in the use of professional and managerial techniques and processes

Objectives:
Students will be able to:
1.

Provide evidence of self reflection as a means of informing personal development planning.

2.

Demonstrate effective interpersonal communication skills and the ability to work in a team.

3.

Demonstrate critical thinking skills

4.

Demonstrate problem solving skills.

3. Aware of ethical issues impacting on business and professional practice

Objectives:
Students will be able to:
1.

Identify an ethical dilemma in a business situation

2.

Suggest ethical solutions to this dilemma

4. Employable as graduates
Objectives:
Students will be able to:
1.

In the context of securing graduate employment demonstrate the skills of self presentation.

Achievement of Goal 1 Objective 4 and Goal 2 Objective 3 are measured throughout the
assignment. The other Goals and Objectives are measured primarily in certain sections
these are shown on the feedback sheet below.

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Assessment Brief Level Six Undergraduate

Business and Management modules

Student ID Programme .

Leadership

Analysis and
Interpretation of
capabilities

Business
Reasons

Successful?

Grade

FT/PT

Location

Excellent

Very Good

Good

Adequate

A sophisticated but clear

discussion of what is meant by
successful and how this
applies to the company,
supported by a range of data
types.

A discussion of how
successful the company is
consistent with at least two
types of appropriate data.
Recognises that success can
be difficult to evaluate.

A statement of how successful

the company is consistent with
two types of appropriate data
but very little discussion.

A statement of how successful

the company is consistent with
one type of relevant data

Very little relevant data, no

attempt at evaluation of
success

Almost no relevant data, no

evaluation of success

7-10

0-2

An excellent set of key

reasons with good, clear
explanations. Very good
research and demonstration of
business knowledge.

A very good set of reasons

with good explanations. Good
research and demonstration of
business knowledge.

A good set of reasons, some

less than key, but good
explanations. Reasonable
research and demonstration of
business knowledge.

Goal 1 Obj 1 exceeded

Goal 1 Obj 1 exceeded

Goal 1 Obj 1 exceeded

Acceptable set of reasons but

either too few or too many to
be considered a set of key
reasons. Basic explanation,
basic research, adequate
business knowledge.
Goal 1 Obj 1 met

Either rather limited or else a

scattergun list with weak
explanations. Research very
limited does not demonstrate
adequate business
knowledge.
Goal 1 Obj 1 not met

No understanding of the
reasons underpinning
success. Very poor research.
Fails to demonstrate any
significant business
knowledge.
Goal 1 Obj 1 not met

7-10

0-2

Excellent discussion
supported by rigorous and
detailed analysis

Very good discussion based

on accurate analysis covering
most of the relevant points

Good discussion based on

analysis that is generally good
but has gaps or small errors

Basic discussion based on

analysis that is competent but
no more.

Poor quality, partial analysis

that does not support any
discussion.

No evidence the student

understands the topic area.
Analysis of very poor quality.

Goal 1 Obj 3 exceeded

Goal 1 Obj 3 exceeded

Goal 1 Obj 3 exceeded

Goal 1 Obj 3 met

Goal 1 Obj 3 not met

Goal 1 Obj 3 not met

21-30

18-20

15-17

12-14

9-11

0-8

Excellent evaluation supported

by rigorous analysis based on
relevant theory. The data has
been collected from a wide
range of sources.

Very good evaluation with

careful analysis based on
relevant theory with wellresearched data

Good evaluation based on

relevant theory with good data.

Basic evaluation based on

relevant theory. Analysis
competent but no more.

Inadequate evaluation either

the theory is not relevant or
the analysis is of poor quality.

No evidence the student

understands any relevant
theory. No evaluation.

11-15

9-10

7.5-8.5

6-7

4.5-5.5

0-4

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Inadequate

Bad

Assessment Brief Level Six Undergraduate

Business and Management modules

Factors and
Suggestions

Analysis and
Interpretation
other topic

Grade

Total

Excellent

Very Good

Good

Adequate

Inadequate

Bad

Excellent discussion
supported by rigorous and
detailed analysis

Very good discussion based

on accurate analysis

Good discussion based on

analysis that is generally good
but has gaps or small errors

Basic discussion based on

analysis that is competent but
no more.

Either the topic area is not

relevant or the analysis is of
poor quality.

No evidence the student

understands any relevant topic
areas. Analysis of very poor
quality.

14-20

12-13

10-11

8-9

6-7

0-5

More than two good

suggestions with excellent
rationales based on identified
factors.

Two good suggestions

appropriate to the company
with very good rationales
based on identified factors

One relevant suggestion with

good rationale based on
identified factors OR two
relevant suggestions with brief
rationales.

One relevant suggestion with

a brief rationale based on
identified factors.

Suggestions lack relevance

and a convincing rationale
based on identified factors

No evidence the student

understands much about the
company at all,

Goal 2 Obj 4 exceeded

Goal 2 Obj 4 exceeded

Goal 2 Obj 4 exceeded

Goal 2 Obj 4 met

Goal 2 Obj 4 not met

Goal 2 Obj 4 not met

11-15

9-10

7.5-8.5

6-7

4.5-5.5

0-4

70 - 100

60 - 69

50 - 59

40 - 49

30 - 39

0 - 29

Other General Comments:

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