Marketing

Question:

“You have the opportunity to start a business based on UEA campus – what business will you start?

MUST see: ,i sent this file to you,must read it about my business。Thanks

You are required to write a business proposal that focusses on your strategic and market based analysis of what type of business might be successful in

this location and from that analysis, discuss and develop ideas for a specific new business you would start. Note: you can assume that you have access

to the building/facilities you require.
Word limit: 2,000 words

This is a business proposal that discusses your business idea and why you believe it would be successful. It is not a business plan as you are not

expected to discuss finance, people or operations (you should summarise them briefly) . In addition to your main analysis and discussion, your paper

you should include:
• An Executive Summary (max 200 words and outside of the 2,000 word limit)
• Appendices – where you can put your supporting information. These are not marked but are helpful for the marker to see. They are not part of

the word count. Suggestions for how to use the appendices, e.g. if you do a PESTLE analysis you put the detailed PESTLE in the appendix and then list

and discuss the key points from your PESTLE analysis in your main report. That way you get all the main points in your report, within the word count;

but in marking it we can see your full analysis in the appendices.
• A List of References – in Harvard style (and not part of the word count).

PG Coursework Assessment Criteria

In writing your coursework, you should be aware that you will be assessed by reference to the extent to which your answer meets the following criteria:

Guidance on Marking Criteria
Marking of the assignment will follow the Masters Degree marking guide (in the Student Handbook) – it is important that you familiarise yourself with

this scale so you can see how your work will be assessed.

At the end of this document you will see a blank copy of the ‘Course feedback sheet’ that we use in marking your work. The section “Analysis” is very

important as we expect you to use course concepts, theory etc. and to research/gather data to evidence your argument. Sections “sources” and “structure”

are also important.

By way of additional guidance, credit will be given for:

• Demonstrating your overall understanding of what strategy and marketing is about.

• Understanding that you must use course theories / models / frameworks in your analysis and discussion.

• You should focus on strategy and marketing issues, e.g. analysing the external environment, resources and capability, sustainable competitive

advantage, target customers, 4Ps, etc. But it is important that your recommendations are grounded in reality so you may want to briefly, include issues

around finance, people, operations, etc.

• You should provide headline financial figures, e.g. expected turnover, anticipated profit margins, etc. to provide a sense of the scale and

likely success of your business. But you do not need to provide detailed profit and loss, cash-flow forecasts etc.

• It is assumed that you can access the reasonable levels of start-up funding in proportion to the likely financial returns of your business.

• Maintaining objectivity and that you demonstrate self-awareness to avoid being distracted by issues of prejudice, preferences and experience.

• Gaining insight into the environmental (business environment) context of this business / organisation.

• Your analysis must find, generate and use data, e.g. you should do some market research to help substantiate your business idea.

• Using literature from a range of sources, particularly academic journals. Academic journal papers are especially valued. A good reference list

would be 20+ references, with the majority from academic journals.

• Gathering data from a range of sources – academic journals, other publications, data you collect, e.g. survey data you gather from students /

staff on campus.

• Basic information about UEA, e.g. number of students, staff, etc., you can find on the UEA website www.uea.ac.uk and search for Annual Report

and/or Corporate Plan.

• Critically discussing (not just describing) your findings in relation to theory. Your task here is objective analysis, thinking, etc.

• Making specific recommendations and supporting them with evidence and justification. Whilst some specific recommendations may be more

appropriate than others, there are no right answers, and you will be given credit for your recommendations provided they are supported with reasoning,

evidence and data, including does it sound like a sensible business idea?

• Succinct discussion of all the key points will be preferred to the detailed analysis of only one or two points.

• The report should be well structured and presented.
• Please preserve anonymity by using your university number, not your name, on your coursework.

• This coursework counts for 30% of the assessment in this module.
Material to Help You
The questions require you to draw upon all the following material:
• Lectures;
• The course text books;
• Material discussed in Seminars;
• Material posted on Blackboard for this module;
• Work published in academic journals;
• Data you gather (please say how you gathered this data ), and,
• Other appropriate material you consider relevant.

For Coursework Submission guidance, please see the next page.
NBS Coursework Submission and Return: Key Facts 2013/4
General Advice
Before you submit any coursework you should make sure that you are clear and up to date in your knowledge of university policy and practice.
The University’s policy on Submission of Work for Assessment (Taught Programmes): Submission of Anonymised Work for Assessment, Word Limits and

Penalties, Extensions and Penalties for Unauthorised Late Submission, Provisional Marks and Feedback, and Retention of Coursework is published in the

Calendar, and is available at:
• https://intranet.uea.ac.uk/calendar/Submission+of+Work+for+Assessment+(Taught+Programmes)
Detailed useful information for students is available on the Learning and Teaching Service website at:
• http://www.uea.ac.uk/learningandteaching/documents
You should ensure that you are familiar and up to date with the Universities rule on Plagiarism and Collusion, available at
• http://www.uea.ac.uk/calendar/Policy+on+Plagiarism+and+Collusion
You should also make sure that you are familiar with the Business School’s policy on Harvard referencing which is available in your student handbooks.
New Features for 2013
From 2012-3, a penalty will be imposed for exceeding the word limit. This will be clearly stated in the assignment. Students must include their word

count on the coursework coversheet when they submit their work. Word limits for written assignments for undergraduate assessments should only include

the text and should exclude footnotes, endnotes, bibliographies, diagrams and labels but will include references to works cited.
Word Count Penalties
Up to 10% over word limit No Penalty
10% or more over the word limit Deduction of 10 marks off original mark
Failure to provide an electronic copy when requested Mark capped to the pass mark
Intentional misrepresentation of the word count on the coversheet Mark capped to the pass mark
The deadline for submission of coursework is 15:00 (3pm) on the submission/due day. This is for both electronic submission and paper copy submissions.
Penalties for Late Submission
Work submitted Marks deducted
After 15:00 on the due date and before 15:00 on the day following the due date 10 marks
After 15:00 on the second day after the due date and before 15:00 on the third day after the due date 20 marks
After 15:00 on the third day after the due date and before 15:00 on the 20th day after the due date. All the marks the work merits if submitted on

time (i.e. no marks awarded)
After 20 working days work will not be marked and a mark of zero will be entered.

The majority of assignments will be submitted electronically via eVision. For identified modules, students will be able to submit coursework

electronically from one week before the deadline, using a link from the eVision page. If your assignment is set up for electronic submission, you must

submit electronically; there is not an option to submit a hard copy instead of electronic submission. Even late assignments, or those that have

extensions, should be submitted electronically rather than in paper format.
Finally students are advised to be aware of the revised “Senate Scale Classifications 2012/13 – Coursework.” These scales which provide general guidance

on the standards required for the award of marks for coursework. These are available at
http://www.uea.ac.uk/learningandteaching/documents
NBS Coursework Feedback Sheet
Student Number:
Module Code:
Feedback
Senate Scale Criteria Proportion of Marks % Provisional Marks Additional Feedback Comment
Compliance with coursework brief
10%
Argument & understanding

30%
Analysis and critical interpretation
30%
Use of sources and evidence

15%
Presentation and written communication
10%
Academic referencing

5%
Total 100%
Why was this work not awarded a higher mark?

Feed Forwards
What you need to do to get higher marks in future work?
(Key Actions)

Other comments to help the student.

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