MKT 7080 Managing Marketing
Individual Assignment
- Define “Socially Responsible Marketing” (SRM). Why SRM has become increasingly important in today’s business environment (up to 2 pages)?
- Identify an SRM practice demonstrated by a company, and explain in what ways this practice contributes to the society. Suggest ways for the company to further improve its practice (up to 3 pages).
- In view of the current COVID-19 outbreak, select a company and discuss some possible marketing mix (4Ps) decisions to be made to better respond to consumers in a socially responsible manner (up to 3 pages).
Please note that the page limit for the total essay is 8 pages, excluding references (using 12-point font, 1.5 line spacing, and one inch margins).
For more guidance for your essay write-up, please refer to the attached grading rubrics.
Essay Rubrics (50%)
| Criterion | Emerging
1 |
Developing
2 |
Accomplished
3 |
Exemplary
4 |
| Understanding the importance of SRM
(10%) |
Student presents no understanding of the importance of SRM. | Student presents limited understanding of the importance of SRM with some justification. | Student presents good understanding of the importance of SRM with good justification. | Student presents excellent understanding of the importance of SRM with excellent justification. |
| Identifying an SRM practice with suggestion for its improvement
(18%)
|
Student presents a totally incorrect case of SRM practice and with no suggestion for its improvement. | Student presents a somewhat correct case of SRM practice and with some suggestion for its improvement. | Student presents a mostly correct case of SRM practice and with good suggestion for its improvement.
|
Student presents a totally correct case of SRM practice and with excellent suggestion for its improvement. |
| Proposing 4P decisions
(18%) |
Student recalls basic 4Ps information, but with no evidence of understanding or application of knowledge to aid company decisions given the current market situation. | Student demonstrates a good understanding and ability to apply the knowledge about the 4Ps to aid company decisions given the current market situation. | Student demonstrates full understanding and ability to apply the knowledge about the 4Ps to aid company decisions given the current market situation.. | |
| Format and organisation
(2%) |
A weakly formatted and poorly organised product with little proofreading and time input to ensure that the right format is adhered to.
|
An adequately formatted and organised product but shows errors and inconsistency with the format at different places of the final output. | A well formatted and organised product but shows a small number of errors at different places of the final output. | A perfectly formatted and organised product which contains hardly any errors. |
| Grammar
(2%) |
There are a very large number of errors in grammar, spelling, sentence structure, punctuation and/or capitalization, thus obstructing the reader from understanding the content.
|
There are a large number of errors in grammar, spelling, sentence structure, punctuation and/or capitalization, but it is not obstructive to understanding its meaning. | There are occasional errors in grammar, spelling, sentence structure, punctuation and/or capitalization, but it is not obstructive to understanding its meaning. | There are hardly any errors in grammar, spelling, sentence structure, punctuation and/or capitalization. The overall product shows professionalism, accuracy and seriousness towards its making. |
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