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Resit Assessment Point 2: Self-reflective Essay – Critical Reflection on Case Study
ASSESSMENT BRIEF AND MARKING RUBRIC
Module title: Marketing in a Digital Age and Corporate Social Responsibility
(MK7040-R)
Assessment point: Resit Assessment point 2 (Week 12)
Assessment task: Reflective Essay
Word count limit: 3000 words +/- 10% (excluding references and appendices)
Width: 50% of overall module grade
Procedure in the event of illness or other valid cause (extenuating circumstances)
If you believe that:
• your performance in assessment or reassessment has been impaired, or;
• you were unable to attend for an assessment or reassessment, or;
• you were unable to submit assessed or reassessed work by the scheduled date due to illness or
other valid cause (as defined in the Procedures Governing Extenuating Circumstances), may
submit an application for extenuation for the relevant component(s) to Unicaf Extenuating
Circumstances team (extenuating.circumstances@unicaf.org).
*Once a component has been capped, extenuation does not uncap it.
Academic misconduct including plagiarism
Ensure that you are familiar with the relevant regulations regarding academic misconduct. By
submitting the assignment, you declare that it is your own work and that the material and sources of
information used, including internet sources, have been fully identified and properly acknowledged.
In addition, you confirm that the presented work has not been submitted for any other assessment.
You also acknowledge that the faculty reserves the right to investigate allegations of plagiarism and
other forms of academic misconduct which, if proven and dependent on the severity level of the
offence, may result in a penalty that could affect your progress.
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By submitting your work, you acknowledge that you have read and agreed with the above
statements.
General Guidance
Your assignment should be MS Word processed (handwritten assignments are not accepted),
using Times New Roman size 12 font, double spaced, with numbered pages and your student
number printed as a footer on every page. Note this is a report supported by academic research so
you should adhere to the appropriate referencing guidance. The word limit stated for this
assignment excludes the list of references at the end of the assignment but includes all text in the
main body of the assignment (including direct quotations, in-text citations, footnotes, tables,
diagrams and graphs). Please be aware that exceeding the word limit will affect the academic
judgement of the piece of work and may result in the award of a lower mark. Appendices are not
considered a supplement and will not be assessed as part of the content of the assignment. As
such, they will not contribute to the grade awarded; however, it may be appropriate to use an
Appendices section for any material which is a useful reference for the reader. Please note that
appendices are not included in the word count. The majority of references should come from
secondary sources (e.g. journal articles, conference papers, reports, etc.) although you can also
utilise area specific textbooks. You must ensure that you use the Harvard style of referencing.
Please indicate the word count length at the end of your assignment.
Marking and assessment
This assignment will be marked out of 100% and contributes to 50% of the total module mark.
The pass mark is 50%. Nevertheless, in order to pass this module, you must both achieve an
aggregate mark of 50% and also meet the assignment threshold marks. For the purposes of
passing a module each assignment has a threshold mark of 40%.
The marking rubric is attached, which offers guidance on the assessment criteria and weighting.
Late Submission
There will be a stipulated deadline date for all assignments. All assignments will need to be
submitted by the set time on the stipulated deadline date. Assignments submitted up to 24
3
hours late will be accepted, but the assignment mark will be subject to a deduction of 5 marks
from the mark awarded.
However, it is important to note that resit students must take into consideration the feedback they
received from the previous submission/s of this assessment point, in order to enhance their work,
which will enable them to get a passing grade.
Learning outcomes applied in this assessment
1. develop a critical understanding of major concepts, frameworks, and methods in marketing
and corporate social responsibility, and assess their application in the business environment,
including brand value. (IC) (SID) (EID)
4. critically evaluate marketing strategies, including digital marketing solutions – in different
business contexts, and address their implications including ethical issues, and reflect on the
significance of key historical events. (IC) (DP) (SID) (CID) (CC)
6. critically assess currently implemented corporate social responsibility solutions and recognise
the links between the adoption of certain solutions and the performance of business operations.
(IC) (SID) (CID) (CC)9. collect, analyze and synthesize data; and take a problem-solving
approach to strategic thinking, and creativity.
7. adopt a persuasive argumentation, and present it in verbal or written communication. (UGB)
(EID)
Assessment guidelines
For completing this Task successfully, you must summarize all the academic knowledge you
receive from the module’s content and professional benefits you received while critically
Task:
Provide a critical self-reflection essay of the process of completing assignment 1
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analysed the case study/company selected including strategic implications and strategic business
issues, during the development of summative assignment 1 during the 6th Week of this module.
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The indicators of a good reflection are:
➢ It is personal to you
➢ It is clear how the learning relates to your role or prepares for a future role
➢ It outlines the content and method of the learning activity
➢ It describes how your knowledge, skills and attributes have developed
as a result of the learning activity.
➢ It identifies any further gaps or learning you did not cover and how
you might fill these.
➢ It describes how your current practice might change as a result
➢ It indicates how you will use knowledge acquired for your career benefit
You can approach your Self-Reflective writing as per the four stages below:
1. What did I expect to learn?
2. What did I learn?
3. What will I do differently after forwards?
4. My actions and next steps
A strong Assignment Critical Reflection Requires addressing the following issues:
➢ High personal effectiveness:
Critical self-awareness;
➢ Self-reflection and self-management;
➢ Time management;
➢ Sensitivity to diversity in people and different situations and
➢ The ability to continue to learn through reflection on practice and experience.
As this is a self-reflective practice essay, within your writing you can use the first person such as
‘I’ or ‘we’.
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Note the suggested structure for your essay:
Section/aspect
Content to cover
Marks available
Introduction
250 words
General background on the
topic you are going to
discuss. Possible definitions
for terms relating to the
question.
What the essay will include
and/or leave out (scope).
What themes the essay will
discuss and the order they are
presented.
What the essay will argue /
demonstrate (thesis
statement).
10 Marks
Main Body
2450 words
Summarize all the academic
knowledge you receive from
the module’s content and
professional benefits you
received while critically
analysed the case
study/company selected
including strategic
implications and strategic
business issues, during the
development of summative
assignment 1. In doing so:
– Critically reflect on your
personal learning experience
– Make effective use of
relevant literature (but not
extensive)
– Provide your own argument
and show evidences of
critical thinking
60 Marks
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Conclusions
300 words
Links back to the themes
identified in the introduction.
A reminder of what the essay
has argued.
15 Marks
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A recap of the main themes
that have been discussed.
Formatting
and
Referencing (list of
references not included in
word count)
High-quality presentation of
the material that conforms to
principles of academic
writing and contains minimal
errors in sentence
construction, grammar and
punctuation. The assignment
followed appropriate
academic conventions
regarding in-text citations
and referencing.
15 Marks
Total: 3000 words
100 Marks
Masters Grading Scale
Grade
Grade Range
Distinction
70-100 %
Merit
60-69 %
Pass
50-59 %
Not passed
0-49 %
ty
Assessment Title:
(Resit MK7040 Assessment -R) Point 2
Criteria
and
weighting
90-100%
Highly
Exceptional
Work
80 – 90%
Outstanding
Work
70 – 79%
Excellent
Work
60 – 69%
Very Good
Quality Work
50 – 59%
Good Quality
Work
40 – 49%
Acceptable
work with
some good
aspects
20 – 39%
Work does
not satisfy
assessment
criteria
0-19%
Work fails to
meet the
assessment
criteria
Understanding
and knowledge
Exceptional and
outstanding
integration of the
appropriate data,
contextualised with
commercial
awareness, business
maturity and skill.
Excellent
integration of
the appropriate
data,
contextualised
with good
evidence to
show
commercial
awareness,
business
maturity and
skill.
Very good
integration of
the
appropriate
data,
contextualise
d with
evidence to
show
commercial
awareness,
business
maturity and
skill.
Good
integration of
the appropriate
data,
contextualised
with good
evidence to
show overall
awareness,
business
maturity and
skill.
Adequate
integration of
the appropriate
data,
contextualised
with good
evidence to
show overall
awareness,
business
maturity and
skill.
Some integration
of the appropriate
data,
contextualised
with limited
evidence to show
awareness,
business maturity
and skill.
Poor quality of
integration of the
appropriate data,
contextualised
with very limited
evidence to show
awareness,
business maturity
and skill.
No integration
of the
appropriate
data,
contextualise d
with very poor
evidence to
show
awareness,
business
maturity and
skill.
Application of
theory and
critical
evaluation
All relevant
theories/conce
pt ual models
accurately and
extensively
presented.
Exceptiona
l
application
of theory
and
All relevant
theories/conc
e ptual
models
accurately
and
extensively
presented.
Excellent
delivery of
applied
Virtually all
relevant
theories/conc
eptual
models
accurately
and
extensively
presented.
High
level
Most of the
relevant
theories/conc
e ptual
models
accurately
presented.
Good level
delivery of
applied
theory.
Some of the
relevant
theories/conc
e ptual
models
accurately
presented. A
reasonable
delivery of
applied
theory.
Omissions and
inaccuracies in
the presented
of
theories/conce
pt ual models.
Some level
of delivery
of applied
theory.
Many
deficiencies and
omissions in
theories/concept
ual models.
Delivery of
applied theory
is inadequate
or wholly
absent.
Major
deficiencies
and omissions
in theories/conc
eptual models.
Delivery of
applied
theory is
wholly
absent.
materials.
Exceptional
ly
innovative.
Outstanding
professional
and
appropriate
delivery and
language.
Accurate
referenci
ng
of
applied
theory.
Very
innovative
. Strongly
profession
al and
appropriat
e delivery
and
language.
Well
referenced
throughout
Language,
Reading and
Referencing
Highly
innovative.
Very
professional
and
appropriate
delivery and
language. Very
well referenced
throughout.
High
standard of
innovation.
Professional
and
appropriate
delivery and
language.
Referencing
most
accurate.
Good
standard of
innovation.
Appropriate
delivery and
language.
Many
referencing
errors.
Reasonable
standard of
innovation.
Reasonably
appropriate
delivery and
language.
Referencing
was inaccurate
and/or
inconsistent.
Low quality of
innovation.
Poor and
inadequate
delivery and
language.
Referenci
ng very
poor.
No
reasonable
attempt at
innovation.
Poor and
inadequate
delivery and
language.
Referencing
absent.
supporting
theory.
delivery
througho
ut.
.
