IY1 Marketing and Consumption Summative Assessment 2

Course Name: Markets, Marketing and Consumption (Sep 2020) Summative
Assessment 2
PATHWAY: International Year 1

ASSESSMENT METHOD: Individual Coursework
WORD COUNT: 2000 words
WEIGHTING: This assessment represents 60% of the module mark
LEARNING OBJECTIVES: LO1, LO2, LO3, LO4, LO5
Assessment Brief
Write a 2000-word essay that explains and evaluates how Singapore Airlines uses the marketing
concept successfully.
Your essay should consider the following areas:
 product and service marketing mix including product, price, place, promotion, process, people,
and physical evidence
 components of the STP framework: segmentation, targeting, and positioning
 qualitative and quantitative marketing research
 global markets and entry into international markets
Guidance:
1. Use evidence wherever possible to support your conclusions. This can be in
several forms including published research or statistical data.
2. When writing your essay, use critical analysis to draw conclusions. Ensure that
your essay applies critical thinking and can show strong reasoning. Use a variety
of reliable sources and using clear logic and reason to arrive at your
conclusions.
3. You must make use of models and frameworks that you have learned.
Learning Outcomes Assessed
LO1: Recognise the importance of marketing to economic development and the evolution of
marketing orientation over time.
LO2: Identify and recall the elements of the product and service marketing mix including product,
price, place, promotion, process, people, and physical evidence.
LO3: List and explain the components of the STP framework: segmentation, targeting, and positioning.
LO4: Differentiate between qualitative and quantitative marketing research techniques and provide
examples of each.
LO5: Describe the factors that influence a firm’s decision to go global and the ways in which a firm can
enter foreign markets.
Reading List
1. Jobber, D and Ellis-Chadwick, F, 2020. Principles and Practice of Marketing. 9th ed. London:
McGraw-Hill.
2. Lecture slides.
Deadline:
Submission Dates and Times
You must submit your work on Turnitin.

Your assessment is due on Tuesday 1st June
Submission forms are not in use during the 2021 by 12pm (noon) (UK time).
distance learning changes.
Penalties:
Penalties will be applied to any work submitted late. No submissions may be made after 24 hours –
work will not be accepted or marked unless accompanied by an extenuating circumstances form,
which is approved by an extenuating circumstances panel.
If a candidate is late with their submission (but within 24 hours of the deadline), s/he will have 10
percentage marks deducted.
Candidates who exceed the word count or duration by more than 10% should have 10 percentage
marks deducted. Word count excludes, title, candidate number, bibliography and appendices.
It includes the body of the text, all footnotes and in-text referencing.
Attention –Please note:

You must do all of the following:
• On the front sheet of your essay write SUMMATIVE ASSESSMENT 2 FOR MARKETS,
MARKETING AND CONSUMPTION. Also, on this front sheet, include your candidate
number, the total word count of your presentation and the total time of the
presentation(the word count should not exceed 10% above the required number of words
for this assignment).
• Write your candidate number on the top right corner of each page of your work.
• Make sure all quotes, summaries and paraphrases are correctly referenced as explained
in the RHI Harvard Referencing Guide. In addition, make sure a full alphabetical
bibliography is included at the end of your written reflection, if this is appropriate,
detailing all texts cited in the body of the work and any others that have been consulted.
The Bibliography must follow the format laid out in the RHI Harvard Referencing Guide.
• Avoid using Wikipedia and some other commercial websites as sources because they may
not be acceptable as evidence in your writing. If you have any doubts about what sources
are viewed as non-academic, please check with your tutor.
• Word process your work in Arial or Times Roman in size 12 font and use double-spacing.
• Make it clear where paragraphs begin and end by leaving an extra space between
paragraphs.
• Ensure that your word processor uses UK spelling and adheres to UK grammar rules.

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Course Name: Markets, Marketing and Consumption (Sep 2020) Summative

PATHWAY: International Year 1

Your essay should consider the following areas:

Learning Outcomes Assessed

Submission Dates and Times

You must submit your work on Turnitin.

Attention –Please note:

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