This part of the assessment will take the form of a written 2,000-word report (excluding references, citations, footnotes, endnotes, and appendices). The report will be based on a case study which along with the questions will be circulated in due course.
The assessment criteria will be based on:
– The strengths of the recommendations
– The appropriate use of the tools/techniques/models on which the recommendations are based.
– The ability to communicate effectively a complex environment
– The results-oriented nature of the work
These short essays are expected to be grounded on both academic literature and the candidate’s own opinion; therefore they should go beyond commonsensical arguments and should be written as if they were to be presented to a multinational company. Penalties will be applied to over-length essays, five marks will be deducted for every 100 words or part thereof over the word limit.
For supporting reading see “Creating a Marketing Plan: an overview” in Marketer’s Toolkit: the 10 strategies you need to succeed (2007). Harvard Business Essentials. Boston: Harvard Business School Press.
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