Marketing and Sales Management – Fast Track Appendix to the 2018-2019 course catalogue Assessment # Description Learning goal(s) # Lecture week Individual assignment 1-10 Week Group assignment 1-10 Week - Mid-term exam 1-6 Week 4 Final exam 7-10 Week (central exam week B3T) Lesson plan Lecture week lesson Preparation Introduction Programme What is Marketing The Marketing Plan Understanding the market place Consumer Behaviour B2B Marketing Global Marketing Targeting the Marketplace Segmentation, Targeting and Positioning Marketing Research Section 1, chapter 1-5 Mid-term exam chapters 1-10 During scheduled class Value Creation Product, Branding, and Packaging Decisions Developing New Products Services: The Intangible Product Group assignment consultation Individual group consultation session on marketing plan Value capture Pricing concepts for establishing value Value delivery Supply chain and channel management Hand-in individual assignment paper at start of class Section 4, chapters 11-13 Section 2, chapters 6-7 Section 3, chapters 9-10 Amsterdam School of International Business © 2016, Hogeschool van Amsterdam Q&A concerning group marketing plan assignment Section 5, chapters 14 Section 6, chapters 15 (16 excluded) Due date individual assignment Section 7, chapters 17-18 Value communication Integrated Marketing Communications Advertising, Public Relations and other forms of marketing Personal Selling and Sales Management Marketing Overview 10 Group assignment: presentation and hand-in of marketing plan 11 Case study 12 Self study /summary class Final Exam chapters 11-19 (excl 16) Section 7, chapter-19 See group presentation schedule, upload report and hand-in paper version before presentation Instructions will be provided in class Central exam: see exam schedule Assessment model(s) Table Assessment model for Essay Criteria Content and Creativity (90% of the total score) Fail (7.5) Essay provides comprehensive insight, understanding, and reflective thought about the topic by… building a focused argument around a specific issue or asking a new related question or making an oppositional statement supported by personal experience or related research Essay presents a focused and cohesive viewpoint that is substantiated by effective Citations (10% of the total score) English (Prerequisite) poor quality and not add any value to the information presented links to websites or documents, but not all links enhance the information presented links to websites or documents, but not all links enhance the information presented Essay does not stimulate dialogue and commentary and does not connect with the audience Essay is brief and unimaginative, and reflect minimal effort to connect with the audience Essay does not reflect the author’s personality and word choice does not bring the topic to life Essay reflects almost no personality and little attempt is made to use effective word choices to bring the topic to life Essay is generally well written with some attempts made to stimulate dialogue and commentary Essay reflects a bit of the author’s personality through word choices that attempt to bring the topic to life No images, media or text created by others display appropriate copyright permissions and not include accurate, properly formatted citations Some of the Most images, images, media media or text or text created created by by others does others display not display appropriate appropriate copyright copyright permissions permissions and accurate, and does not properly include formatted accurate, citations properly formatted citations This must be at passing level for the report to be graded supporting examples or links to relevant, up-todate websites or documents that enhance the information presented Essay is creatively and fluently written to stimulate dialogue and commentary Essay reflects the author’s unique personality through expressive and carefully selected word choices that bring the topic to life All images, media and text created by others display appropriate copyright permissions and accurate citations Note: The assessment rubric is adapted from “A rubric for evaluating student blogs” written by Karen Franker, University of Wisconsin-Stout Amsterdam School of International Business © 2016, Hogeschool van Amsterdam Table Assessment model for marketing plans Marketing plan element Executive Summary (of whole plan) External Analysis Internal Analysis SWOT Objectives Marketing Strategy Marketing Plan Budget and Controls English Style Weight of the total plan 5% 15% 15% 10% 5% 15% 20% 15% Prerequisite Prerequisite Evaluation Criteria Fail (7.5) uses marketing concepts in the Marketing Plan with limited effectiveness uses marketing concepts in the Marketing Plan with moderate effectivenes s uses marketing concepts in the Marketing Plan with considerable effectiveness uses marketing concepts in the Marketing Plan with a high degree of effectiveness This must be at passing level for the report to be graded According to the IBS guidelines described in the document ‘Reporting Guidelines for writing and styling business reports’ Relationship with the intended learning outcomes of the programme LG Programme Learning Outcome Level III.6 International Marketing & Sales Management II.3 International Strategic Vision Development III.6 International Marketing & Sales Management III.6 International Marketing & Sales Management II.3 International Strategic Vision Development III.6 International Marketing & Sales Management II.5 Entrepreneurial Management III.6 International Marketing & Sales Management II.5 Entrepreneurial Management II.3 International Strategic Vision Development III.6 International Marketing & Sales Management III.6 International Marketing & Sales Management III.6 International Marketing & Sales Management 10 III.6 International Marketing & Sales Management II.3 International Strategic Vision Development Amsterdam School of International Business © 2016, Hogeschool van Amsterdam ... to connect with the audience Essay does not reflect the author’s personality and word choice does not bring the topic to life Essay reflects almost no personality and little attempt is made to. .. Citations (10% of the total score) English (Prerequisite) poor quality and not add any value to the information presented links to websites or documents, but not all links enhance the information... effective word choices to bring the topic to life Essay is generally well written with some attempts made to stimulate dialogue and commentary Essay reflects a bit of the author’s personality