This is the second component of your summative assessment for LD9700, and is designed to assess the following Module Learning Outcomes:
MLO 1:
- Gain a critical understanding of strategic business functions, and particularly how marketing decisions fit into the context of business strategy in a digital era. You will also develop an appreciation for the digital marketplace, the challenges it poses as well as opportunities.
MLO 2:
- Acquire the ability to design, implement, and evaluate marketing strategies that are integrated with key business functions (e.g. financial planning), especially in the digital environment.
MLO 3:
- Develop the attributes of a mid-level business manager in making marketing decisions with an appreciation of how different business functions need to be strategically integrated for success in the market-place, with an added appreciation for the digital environment.
MK9000 Assessment Brief 2019-20 Page 1 of 7
Assessment Brief – Level Seven Postgraduate Assignment Brief: Digital Strategic Trends
You are tasked with writing an individual report providing an evaluation of a chosen area of digital strategy for Tesla, who have requested you to take the role of consultant to provide insights on how Tesla should react to changes in the digital environment.
Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn’t need to compromise to drive electric – that electric vehicles can be better, quicker and more fun to drive than gasoline cars. Fast forward to today, Tesla builds not only all-electric vehicles but also infinitely scalable clean energy generation and storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better. With models Model S Model X, Model 3 Tesla Semi, it now produces its own vehicles in the manufacturing plant in California. The focus of your report is therefore the car company of Tesla.
You are to select one topic (Digital Theme) from the list below and focus your whole report upon this.
- Digital new product development
- Digital Marketing Business Models
- Routes to Market and Multichannel Strategy
- Promotional Strategy and Branding
Each of these topics will be introduced to you via the lecture programme, where potential themes will be identified.
Your report should consist of the following sections:
- A brief introduction to Tesla along with a review of the digital theme you have selected for the report. You are to then identify three digital trends within your chosen digital theme that could affect Tesla within the next 5 years, using evidence and research to support.
(20 Marks)
- Using marketing insights, identity a singular target market for Tesla, for the whole car offering. The focus should be on be upon the primary target market for Tesla cars, using your marketing insights to support and justify. You may consider using demographic, psychographic and geo-demographic criteria as appropriate.
(20 Marks)
- Using your three digital trends from part 1, evaluate the impact these will have upon Tesla. What should Tesla do to respond to the trends you have identified? What are the implications for Tesla and how should Tesla respond to these trends at a strategic level in order for it to ensure its innovative positioning within the market place? How are these three trends important to the target audience from part 2?
(60 Marks)
MK9000 Assessment Brief 2019-20 Page 2 of 7
Assessment Brief – Level Seven Postgraduate Additional Guidance Notes
- This is a business report, and therefore whilst addressing all the requirements above, it needs to be very concise and impactful. So please carefully consider and refine the contents of your submission – see the Harvard Business Review article, “How to Improve your Business Writing”, which you can access through the eLearning Portal.
- Given the focus on impact on the reader, please use creative/visual techniques to make and strengthen your arguments – e.g. infographics, graphs/charts, and mock-ups of target markets or market insights.
- You can use appendices if you wish, for supplementary information to the main contents of your report; e.g. to show how a new and innovative marketing technique has been effectively used for another campaign – a point which you have made in the main body of the report, but would like to supplement with the contents in the appendix. However, please do so judiciously, and bear in mind that the marker has no obligation to award marks for your appendices. In other words, there is no benefit in having several pages of appendices because marks are, strictly speaking, awarded only for the contents of the main report.
- Good use of references is welcome, including academic articles, market research
reports, and credible web-sources. Use these to add credence to your arguments, to support your points, or illustrate your understanding of techniques, theories etc. However, there is no benefit in simply stacking-up references to support obvious points, or basic theories (e.g. 4Ps, Segmentation criteria etc.). Also, remember this is a business report, so descriptions of basic theory are unnecessary and will quickly use-up the word-count. If you use an advanced theoretical approach (e.g. a framework proposed in a recent journal article) or refer to something very technical (e.g. DMP – Data Management Platform), then it might be worth providing a sentence of explanation for the benefit of the reader.
MK9000 Assessment Brief 2019-20 Page 3 of 7
Assessment Brief – Newcastle Business School Module Specific Assessment Criteria
Section of the Report 0 – 39% (Standard 40 – 49% (Standard Not 50 – 54% 55 – 59% 60 – 69% 70 – 100%
Not Met) Met) (Standard Met) (Standard Met) (Standard Exceeded) (Standard Exceeded)
|
Introduction to Tesla, and three future digital trends /20 |
Student fails to include an introduction covering all relevant points and sets no or little context to the Case Study organisations, especially the chosen three future digital trends. |
A poor standard introduction which is evident of only a cursory attempt that does not addresses all relevant points. |
Introduction covers some relevant aspects, but is not thorough in providing a satisfactory context to the relevant Case Study organisations, and the three future digital trends. |
Introduction is generally easy to follow and all relevant points have been addressed. Although some points need further development. The overall context and future digital trends could have been better- articulated. Some good quality research is used to support |
The introduction covers all relevant points and the future digital trends The context is clearly explained and supported with very good levelly of research to support |
A professional and all- encompassing introduction is provided. Every relevant point is addressed clearly and to a very high standard of supporting the digital future trends. The introduction is succinct and impactful – not at all too wordy; judicious use of figures/charts evident. |
|
Identification of target markets /20 |
Student fails to identify any relevant insights in the creation of the target market. Demonstrates a very poor level of research and ability to evaluative relevant concepts. |
Discussion does not satisfactorily identify a range of insights in the creation of the target market. This leads to limited understanding of the organisations audience |
The student has identified a relevant range of insights in the creation of the target market. This leads to good understanding of the organisations audience. |
The student has identified a relevant range of insights in the creation of the target market. This leads to very good understanding of the organisations audience. |
The student has identified a very good range segmentations variables and used a wide array of research to support the creation of the typical target market. |
Highly creditable effort in identifying relevant in the creation of target market with a high level of independent effort in so doing. The discussion is very coherent and demonstrates excellent understanding of the target market’s characteristics. A very well-balanced discussion with demonstration of critical thinking. There is good evidence of research to justify points. |
|
Digital Theme and impact on strategic direct and target market [MLO3] |
Student fails to propose a discussion at all as required, or the attempt |
Weak understanding of appropriate digital theme and the impacts the strategic direction and the |
There is some evidence of a good understanding of the chosen digital |
The student understands the requirement and has provided a |
A good level of independent analysis evident. A coherent discussion with clear |
All relevant points have been very-well articulated. It is clear how the chosen digital trends |
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Assessment Brief – Newcastle Business School
|
/50 |
demonstrates insufficient effort in addressing the requirements. There is clear misunderstanding of how or why the digital theme impacts both the strategic direction and the target market. |
target market, of the organisations. Lacks any research to justify and support, the digital themes. |
themes and how they assist the strategic direction and links to target market. The discussion could be better in explaining how digital trends will impact the organisation |
reasonable discussion |
integration explaining the chosen digital themes and how they assist the strategic direction and links to target market. The student has a satisfactory understanding of why such integration is required, along with balanced and well- structured discussion. |
will be applied to improve the success of the strategic direction and target market . Excellent evaluation of potential challenges that exits, and has offered some recommendations to mitigate these. Demonstrates excellent insight into target marketing. |
|
Overall mark: /100 |
Comments: |
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Assessment Brief – Newcastle Business School Late submission of work
Where coursework is submitted without approval, after the published hand-in deadline, the following penalties will apply.
For coursework submitted up to 1 working day (24 hours) after the published hand-in deadline without approval, 10% of the total marks available for the assessment (i.e.100%) shall be deducted from the assessment mark.
For clarity: a late piece of work that would have scored 65%, 55% or 45% had it been handed in on time will be awarded 55%, 45% or 35% respectively as 10% of the total available marks will have been deducted.
The Penalty does not apply to Pass/Fail Modules, i.e. there will be no penalty for late submission if assessments on Pass/Fail are submitted up to 1 working day (24 hours) after the published hand-in deadline.
Coursework submitted more than 1 working day (24 hours) after the published hand-in deadline without approval will be regarded as not having been completed. A mark of zero will be awarded for the assessment and the module will be failed, irrespective of the overall module mark.
For clarity: if the original hand-in time on working day A is 12noon the 24 hour late submission allowance will end at 12noon on working day B.
Academic Misconduct
The Assessment Regulations for Northumbria Awards (ARNA) contain the Regulations and procedures applying to cheating, plagiarism and other forms of academic misconduct.
The full policy is available at: http://www.northumbria.ac.uk/sd/central/ar/qualitysupport/asspolicies/
You are reminded that plagiarism, collusion and other forms of academic misconduct as referred to in the Academic Misconduct procedure of the assessment regulations are taken very seriously by Newcastle Business School. Assignments in which evidence of plagiarism or other forms of academic misconduct is found may receive a mark of zero.
Word limits and penalties
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
• Glossary
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.
Students must retain an electronic copy of this assignment (including ALL appendices) and it must be made available within 24hours of them requesting it be submitted.
Note: For those assessments or partial assessments based on calculation, multiple choice etc., marks will be gained on an accumulative basis. In these cases, marks allocated to each section will be made clear.
• Reference list • Bibliography
• Appendices
• Appropriate tables, figures and
illustrations
Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab nonsense
• Quotes from interviews and focus groups.
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Assessment Brief – Newcastle Business School Mapping to Programme Goals and Objectives
This assessment will contribute directly to the following postgraduate programme goals and objectives.
Goal 1: To develop the skills necessary for employment and career progression
Students will be able to:
- Demonstrate awareness of personal strengths and weaknesses and the ability to engage in continuing self-development
- Demonstrate the development of inter-personal and intra-personal skills
X3. Demonstrate competence in contemporary analytical and ICT applications
Goal 2: Be culturally and ethically aware
Students will be able to:
- Demonstrate their ability to work in culturally diverse groups and teams and make appropriate and personal contribution to team effectiveness
- Reflect on their own ethical values
- Understand the wider impact of individual or organisational decision making on social and environmental contexts
Goal 3: Have developed leadership and management capability
Students will be able to:
X 1. Analyse and communicate complex issues effectively
2. Demonstrate decision making, problem solving and project management skills
Goal 4: Have developed and applied knowledge of international business and management theory
Students will be able to:
X1. Acquire, interpret and apply knowledge of international business, management and organisational functions
2. Demonstrate an understanding of the impact of innovative and contemporary research on the business and management community
X3. Acquire, interpret and apply specialist functional knowledge in relation to their programme of study
Goal 5: Have developed a range of research skills and project capabilities
Students will be able to:
- Plan and complete a major piece of research or project on a contemporary business, financial, management or leadership topic
- Demonstrate skills of analysis and synthesis in the application of research methods to the exploration of contemporary business and management issues
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