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Assess how an entrepreneurial response can be used to deliver marketing solutions

Assessment Brief

*This document is for CU Group students for their own use in completing their assessed work for this module and should not be passed to third parties or posted on any website. Any infringements of this rule should be reported to engagement@coventry.ac.uk

Module Title: Entrepreneurial Marketing

Module Code: 202MPR/ 202MPREL

Assessment Type: Coursework

Assessment Number: 2

Study Mode: FT

Weighting: 70%

Submission Date: 12/08/2022

Submission Time: 18:00

Campus: CUC-CUL

Report (3500 words)

Task:

Choose a company from the services sector that is known to offer innovative products or services in the last five years (this must be agreed with your tutor). Using insights the company and independent research sources, you are required to write a 3500 word report analysing how your chosen company has adopted entrepreneurial marketing concepts, theories and principles to sustain competitiveness within the industry in which it operates.

Your report should include:

  • Brief background of your chosen company. Please provide examples of how the products or services within its portfolio meet the opportunity criteria for addressing the target market needs. (10 marks)
  • Using relevant examples provide reasons why your chosen company’s products or services qualify as an entrepreneurial response. (10 marks)
  • Outline and evaluate two factors that have positively or negatively impacted on how your chosen company deliver value to its target market. (10 marks)
  • Apply four key principles of innovation to your chosen company’s marketing function. References should be made to specific literature on principles of innovation and fostering of innovation climates within an organisational setting. (20 marks)
  • Using your chosen company and market- based examples, assess the challenges of

implementing innovations to meet customer needs. (20 marks)

Completion of this assessment will address the following learning outcomes:

2

Assess how an entrepreneurial response can be used to deliver marketing solutions

3

Analyse a range of factors enhancing entrepreneurial activities in marketing

4

Evaluate the principles of innovation throughout the marketing function

5

Analyse the role of internal marketing in enhancing the culture of innovation in

marketing

6

Critically discuss the challenges of implementing innovations in the marketing function

Guidance Notes and Considerations

Referencing

Access, Foundation, Year 1 and Year 2:

You should use APA 7th edition style of referencing.

Referencing guidance can be accessed on the Library’s LibGuides pages.

Use of Sources and Information:

You can access high quality, authoritative information via the library. Use LibGuides to access Locate, BibliU and research guidance.

Accdemic Writing Resources

There is a variety of academic writing resources available which can be accessed via LibGuides. These writing guides can help with different types of assessment as well as important writing skills needed for university.

Glossary of Assessment Terms for Assessment Writing – this is an a-z that covers the majority of terms used in assessment briefs, learning outcomes and feedback throughout the CU Group. If you would like any further support with your assessment, you can contact your Academic Writing Developer or visit the Academic Writing LibGuides page.

If you would like to book an Academic Writing appointment for support with your assessment, you can contact your Writing Developers

Academic Integrity Guidance

  • The best way to avoid academic misconduct is to follow appropriate academic and referencing conventions. Further guidance on academic integrity and conduct can be found using LibGuides.

  • Collusion between students (where sections of your work are similar to the work submitted by other students in this or previous module cohorts) is taken extremely seriously and will be reported to the Academic Conduct Panel. This applies to all coursework and exam answers. If you would like more guidance on understanding collusion, you can find it on LibGuides.
  • If an assessment suspected of involving a breach of academic integrity is found to display a marked difference in writing style, knowledge and skill level from that demonstrated elsewhere on the course, you may be required to undertake a Viva Voce in order to prove the coursework assessment is entirely your own work.
  • Proofreading of assessments by CU approved proofreaders is permitted. There is a list of approved proof readers along with guidelines for use. However, please remember that proofreading is a lengthy and detailed process for which there is a cost. If you decide to use a proofreader, please take this into account and contact them at least 10 days in advance of your assessment deadline.
  • You must not submit work for an assessment that you have already submitted (partially or in full), either for your current course or for another qualification of this university, unless this is specifically provided for in your assessment brief or specific course or module information.
  • It is important to realise that as a student you should not submit all or part of an assessment for which you have already received academic credit, to be used for an assessment in a different module. Reusing your own work in this way is called self-plagiarism. Where you wish to refer to some of your own work you must reference it in the same way that you reference work by other people.

Submission Guidelines

Late Submission

There should be a title page which clearly identifies the following:

  • Name and code of the module
  • Title of the Assessment
  • Assessment number
  • Word count

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