Marks and Feedback
Before 10am on:
20 working days after deadline (L4, 5 and 7)
15 working days after deadline (L6)
10 working days after deadline (block delivery)
Unit title & code
MAR030-3: Specialist Project
Assignment number and title
Weighting of assessment
Size or length of assessment
Unit learning outcomes
1 Demonstrate the following knowledge and understanding:
Demonstrate a critical understanding of current developments within the [relevant industry for your pathway] industry and how these are informed by appropriate current academic discourse and debate. Consequently, demonstrate an awareness of how theory and practice are integrated to ensure specific objectives and targeted outcomes are informed by current research and practice.
2 Demonstrate the following skills and abilities:
Critically evaluate current marketing practice and research paying particular attention to gaps and contradictions in the current knowledge base.
What am I required to do in this assignment?
You are required to submit an individual essay of 5,000 words (+/- 10%) which should be based on your chosen topic within the choices provided for your course pathway:
• BSc Marketing
• BSc Marketing with Events Management
• BSc Marketing with International Tourism Management
• BSc Marketing with Aviation and Airport Management
• BSc Advertising and Marketing Communications
• BSc Communication and Reputation Management
• BSc International Business
• BSc Aviation and Airport Management
The Essay has two parts as follows:
Part 1 (4,000 words including Introduction and Conclusion) is a written essay that requires you to summarise a range of key academic and practitioner information sources, to critically analyse them and to demonstrate how you have synthesised the articles in relation to complex debates within a given essay question.
Part 2 (1,000 words) is a critical reflection of the issues presented in part 1 of the essay in relation to implications for a range of relevant stakeholders within practice, policy and academic research; you may consider additional implications applicable to your context, but in all cases focus on what has been learned from the findings of your research.
The essay should show evidence of application of all the learning that has taken place as a result of participating in the workshops and feedback from the MAR029-3 Preparation for the Specialist Project unit and MAR030-3: Specialist Project sessions. The following points should be observed:
The essay must adhere to the word limit.
The format is an essay, but the style must be formal, serious and ‘academic, therefore we suggest that you avoid writing in the first person (“I”); rather the third person is recommended (e.g. it can therefore be suggested that...).
You may include headings and subtitles and a contents page if you feel this will help you to stay focused and create clearer sign-posting for the reader.
The best essays will demonstrate a deep understanding of the key issues of your debate (derived from your research) and ownership of the essay resulting in a critical conclusion.
The following format/structure should be observed for your essay and the sub-points are indicative of the content to include in each section:
a. Define the scope of the question (i.e. your interpretation and focus).
b. Give brief contextual or background information
c. What key authors/works/academic frameworks will you be drawing on?
d. Set the direction for your essay
2. Major Themes (Literature Review part 1)
a. Introduce your major themes
b. Explain the connection to your research question and how each theme helps address the task
c. What evidence are you providing to support your arguments?
3. Critical Reflection (Literature Review part 2)
a. Consider the implications of your findings from your major themes in terms of implications for practice, policy, academic research etc.
b. Highlight challenging, but relevant outcomes with flair and imagination
c. Demonstrate learning from the overall task
a. Draw the key points together
b. Come back to the overall argument
c. How have you demonstrated your central point?
d. Answer the question!
5. Bibliography – IMPORTANT
a. The bibliography should comprise a variety of sources with a minimum of 12-15 academic journal articles forming the core debate of your essay.
b. ‘Other’ types of references should also be used to make the essay both current and ‘colourful’, so you should aim for about 25-30 in total.
c. Categorise academic journals separately.
What do I need to do to pass? (Threshold Expectations from UIF)
• Construct theoretically informed arguments that are supported by a range of evidence from both practitioner and academic sources
• Identify key quantitative and qualitative data related to the research question and conduct a comprehensive analysis of both as an evidence basis.
• Demonstrate independent analysis and the ability to synthesise evidence from different perspectives.
• Produce critical conclusions and recommendations that have validity and follow logically from the arguments.
How do I produce high quality work that merits a good grade?
We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.
How does assignment relate to what we are doing in scheduled sessions?
The seminar preparation each week will allow you to start the preparation for the Essay.
Active participation is essential to any learning process and especially to the success of this very important unit. You are expected to prepare for the workshops by reading the assigned materials in advance (materials will usually be made available on BREO).
Active participation by all students is necessary if the learning outcomes are to be achieved. Your engagemet is very important since all the workshops are linked to one another. Missing one workshop will have a ‘knock-on’ negative impact on the subsequent workshops thus interfering with effective learning.
It is imperative that you make ample notes and annotate key guided learning materials such as academic journal articles, so that you are able to quickly draw out from these materials key evidence to support your points which is a key skill that will be tested in this critical essay.
How will my assignment be marked?
Your assignment will be marked according to the threshold expectations and the criteria on the following page.
You can use them to evaluate your own work and consider your grade before you submit.
3rd Class – 40-49%
Lower 2nd – 50-59%
Upper 2nd – 60-69%
1st Class – 70%+
Demonstrating a clear understanding of the subject
Limited comprehension of the subject. Simple reiteration of the facts with little comment or expansion.
Evidence of a reasonable comprehension of the subject area. Consideration of the topic from a number of angles, showing clear critical thinking on key areas
Good comprehension of the subject. All key areas covered and assessed analytically.
Exceptionally good understanding of the subject. Critical analysis evident throughout. A well thought through discussion of the topic.
Literature Review and proposed themes
Very little evidence of academic reading. Themes identified without referencing. Little or no mention of key authors/themes etc. Little sense of any direction that that will be useful to pursue for the study.
Limited evidence of academic reading. More depth of research required to identify appropriate texts/authors. Some attempt to identify themes, but only limited at this stage.
Good evidence of background reading. Main themes identified and useful authors/texts/journals mentioned. Some evidence of a direction emerging.
Very clear evidence of thorough academic background reading. Key themes identified and key authors/texts/journals listed. Already a clear direction for the study is evident.
Persuasion and Influencing
Poorly argued with rather unconvincing conclusions. The reader may well doubt that the conclusions are valid.
The work will be reasonably argued but the conclusions will not be entirely convincing from the evidence presented. The reader will have some doubt as to their validity.
The work will be soundly argued and the conclusions will be largely convincing but some doubt could remain in the reader’s mind as to their validity.
The work will be well argued and the conclusions will follow naturally from the evidence presented. No doubt will be left in the reader’s mind as to their validity. A conclusion that contradicts perceived wisdom and is well justified will be particularly welcomed.
Critical Reflection and Expected Outcomes
(A critical reflection of the issues presented the essay in relation to implications for a range of relevant stakeholders within practice, policy and academic research).
Limited understanding of the topic leading to weak outcomes.
A reasonable understanding of the topic leading to plausible outcomes, although lacking flair and imagination.
A good understanding of the topic leading to sensible and appropriate outcomes.
A highly developed understanding of the topic leading to challenging, but highly relevant outcomes. Demonstrating flair and imagination.
Proposal Style and Structure
Structure, referencing, writing, argument and presentation
Few or no references or incorrectly cited. Limited and inconsistent referencing. Not using Harvard System. Grammar & spelling poor.
Inconsistent use of references. Reasonable referencing using the Harvard System.
Mistakes in English/presentation.
Consistent use of references. Good and precise referencing using the Harvard Reference System.
Good English and visual appeal.
Consistent use of references. Perfect referencing throughout using the Harvard System. Excellent grammar, spelling and visual appeal.