LUBS5852M01
1 of 4
This question paper consists
of 4 printed pages, each is identified by the Code Number LUBS5852M01
© UNIVERSITY OF LEEDS
(Semester 1 2018/2019)
Assessed Coursework
LUBS5852M01 Marketing Management
100% Assignment
The module is assessed by a 3000-word individual assignment. This word limit includes all content in the main body of the assignment. However the list of references at the end and any appendices are excluded from the word limit. Full guidance on the requirements will be provided during the module
Assignment Brief:
Please respond to both Tasks 1 and 2 below.
Task 1: Read the Wall Street Journal article titled, “The New Innovator’s Dilemma: When Customers Won’t Pay for Better.” Using any model, concept or framework we learned in class, explain and discuss why customers are hesitant to purchase Tresiba. Do not use material outside of what we learned in the course to defend your answer.
Task 2: In today’s business organisations, managers encounter several problems associated with repositioning in response to changes in market dynamics. Using an example of your choice, discuss (a) a company that engaged in successful repositioning and explain the type of repositioning (i.e., image, market, product, or total) it pursed and why it was successful and (b) a company that engaged in unsuccessful repositioning, explain the type of repositioning it tried to pursue, why it was unsuccessful, and what should have been done differently to succeed.
In both cases support your arguments through the use of appropriate analytical models and frameworks..
Formative Feedback
Formative feedback will take place as follows:
Comment and individual feedback will be offered on pre-prepared work presented during the teaching sessions.
Group comment and feedback will be offered for group prepared and presented case study sessions.
If necessary a follow up surgery style session will be arranged for students to raise specific concerns or seek specific feedback.
LUBS5852M01
2 of 4
Pass mark is 50. PASS (50-59); MERIT (60-69); DISTINCTION (70+)
Assignments should be a maximum of 3,000 words in length.
All coursework assignments that contribute to the assessment of a module are subject to a word limit, as specified in the online module handbook in the relevant module area of the MINERVA. The word limit is an extremely important aspect of good academic practice, and must be adhered to. Unless stated specifically otherwise in the relevant module handbook, the word count includes EVERYTHING (i.e. all text in the main body of the assignment including summaries, subtitles, contents pages, tables, supportive material whether in footnotes or in-text references) except the main title, reference list and/or bibliography and any appendices. It is not acceptable to present matters of substance, which should be included in the main body of the text, in the appendices (“appendix abuse”). It is not acceptable to attempt to hide words in graphs and diagrams; only text which is strictly necessary should be included in graphs and diagrams.
You are required to adhere to the word limit specified and state an accurate word count on the cover page of your assignment brief. Your declared word count must be accurate, and should not mislead. Making a fraudulent statement concerning the work submitted for assessment could be considered academic malpractice and investigated as such. If the amount of work submitted is higher than that specified by the word limit or that declared on your word count, this may be reflected in the mark awarded and noted through individual feedback given to you. Element Explanation % of mark Task 1 Identification of appropriate model or framework Among the many concepts and analytical models we covered in the course, which one(s) are appropriate to explain the phenomenon under examination 25% Reasoning behind the arguments Critically discuss the reasoning/rationale behind the arguments made 25% Task 2 Identification of different types of successful repositioning strategies Ability to explain why a repositioning strategy was successful 25% Identification of different types of unsuccessful repositioning strategies Ability to explain why a repositioning strategy was unsuccessful and what should have been done otherwise to be successful 25%
LUBS5852M01
3 of 4
The deadline date for this assignment is 12:00:00 noon on Thursday 10th January 2019
An electronic copy of the assignment must be submitted to the Assignment Submission area within the module resource on the Blackboard MINERVA website no later than 12:00:00 noon prompt on the deadline date.
Faxed, emailed or hard copies of the assignment will not be accepted.
Failure to meet this initial deadline will result in a reduction of marks, details of which can be found at the following place:
https://lubswww.leeds.ac.uk/TSG/coursework/
SUBMISSION
Please ensure that you leave sufficient time to complete the online submission process, as upload times can vary. Accessing the submission link before the deadline does NOT constitute completion of submission. You MUST click the ‘CONFIRM’ button before 12:00:00 noon for your assignment to be classed as submitted on time, if not you will need to submit to the Late Area and your assignment will be marked as late. It is your responsibility to ensure you upload the correct file to the MINERVA, and that it has uploaded successfully.
It is important that any file submitted follows the conventions stated below:
FILE NAME
The name of the file that you upload must be your student ID only.
ASSIGNMENT TITLE
During the submission process the system will ask you to enter the title of your submission. This should also be your student ID only.
FRONT COVER
The first page of your assignment should always be the Assessed Coursework Coversheet (individual), which is available to download from the following location:
http://lubswww.leeds.ac.uk/TSG/index.php?id=27
STUDENT NAME
You should NOT include your name anywhere on your assignment
END