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Individual paper (50%)
Individual Critical Essay
Each student will submit an individual paper on the topic:
“Evaluate the view that digital marketing has replaced traditional marketing in strategy development”.
The topic will be presented and discussed in class in week 2.
Word count guideline is 3000.
Grade descriptors are included in Appendix A.
Individual class participation and discussion
Class interaction and individual participation in discussion is an essential part of the learning on this programme. It is imperative that you view class not as an opportunity for someone else to provide a review of material for you but as a chance to test the ideas and questions that you have formulated during your private study time. Recognising this, a percentage of the final grade will be awarded for class participation. Each week students will prepare reading and other assignments for in-class discussion. In addition, contributions will be expected in relation to the issues arising in class and observations on practical applications of marketing. In particular, students will be expected to participate vigorously during class discussion on the case studies.
Class participation is measured by the consistency of the quality of your contribution to the debates that arise in class. You should seek to use quality preparation and pre-class discussion with your study group to identify specific topics on which to contribute, as well as important qualitative and quantitative issues that arise. Each comment should seek to move class discussion forward. Isolated, obvious or confusing points should be avoided. Quantity of participation is no indication of quality.
A combination of voluntary and encouraged participation will prevail. If appropriate, students will be cold called during this course.