金士頓商學院市場營銷碩士英語dissertation-Academic English for Business 2 - GR3005 Multi-Skilled Task

 

 Introduction

The aim of this task is to consider, from a marketing perspective, an institution you are already familiar with and to explore the market that it is part of, in more depth. This assessment is worth 100% of the marks for the module. Building on the information you acquire from researching the organisation and the market, reading articles and perhaps conducting your own small-scale primary research, you are asked to select a particular aspect of the Kingston Business School brand for further research and consideration. You will then take part in small group discussions in Weeks 4 & 5 (w/c 11th &18th February), hand in a plan and annotated bibliography for the report in Week 7 (Friday 8thMarch), do a presentation in Week 8(w/c 11thMarch)and write a report of approximately 2,000 – 2,500 words for submission in week 9, on Monday 18th March.

 

Kingston Business School has its origins in the 1960s and became part of the Faculty of Business and Law in 1984. This faculty has the highest proportion of international students in the university. KBS offers a wide range of courses accredited by professional bodies and prides itself on its links with the local community, commercial enterprises and educational institutions worldwide. It describes itself as ‘one of the largest business schools in the UK’,‘a leading provider of management and business education for business professionals at all stages in their career’ and ‘athriving community that embraces staff, students, external collaborators and alumni alike’.

本課題的目的是考慮，從營銷的角度來看，一個機構你已經熟悉和開拓市場，這是其中的一部分，更深入的。這種評估是值得的模塊標識100%。在你獲得從研究組織和市場信息，閱讀文章，也許您進行小規模的初步研究，你被要求選擇用于進一步的研究和考慮的金斯頓商學院品牌的某一方面。你將參加4周和5個小組討論（W / C第十一和二月第十八），在計劃方面和注釋7周報告的參考書目（星期五8thmarch），8周做一個介紹（W / C 11thmarch）寫在9周提交的報告大約2000–2500字，月第十八日星期一。

 

金斯頓商學院已經在上世紀60年代，它的起源和在1984成為商業和法律學院的一部分。該學院有在大學的國際學生比例最高。KBS提供范圍廣泛的專業機構認可的課程，并自詡其與當地社區的聯系，商業企業和世界各地的教育機構。它把自己描述為“一個在英國最大的商學院，一個領先的管理和商業教育的商務人士在其職業生涯的”和“所有階段成長社區擁抱的員工，學生和校友，外部合作者”。

 

The international market for business education is, however, highly competitive. How does a business school distinguish itself from others? How does it present a unique proposition and create a distinctive and attractive brand? Universities are not the same as private companies. They have a different ethos and culture. Nevertheless, some would argue they are businesses in that they have to attract students to survive and are responsible for their own financial viability. Therefore, they are forced, increasingly, to use marketing techniques to meet enrolment targets. #p#分頁標題#e#

 

YOUR PROJECT TASK

What is your favourite marketing subject? Do you prefer?:

• Buyer Behaviour

• Marketing Strategy

• Marketing Communications

• Branding

• Market Research...

 

Which marketing topics / concepts intrigue you and interest you?

 

Whatever your favourite marketing topic, you can choose this as the focus for your report so you are using the knowledge you already have and developing it further.You might find it useful to choose a marketing topic that is related to your dissertation area – this means that any reading done will be useful later.

 

You are asked to select a particular aspect of Kingston Business School’s situation to explore from a marketing perspective. You could examine the KBS brand: its image, reputation and ‘positioning’ in the UK and international business school market. You could consider how it is marketed abroad and how it attracts international students: its marketing communications mix. You could consider the KBS culture, whether it is different from the rest of the university and to what extent the staff who work in it perceive a distinct culture and brand. You may wish to conduct a market analysis or a competitor analysis and consider its current strategy in the light of that. Whichever aspect you choose (and it is best to keep your topic narrow and specific), you need to show that you have researched the institution and its surrounding market in some depth and you should aim to provide some original analysis, insights and recommendations.

 

You will need to research your particular aspect thoroughly and you are recommended to apply some of the concepts or models or frameworks that you have been learning in your Marketing Modules and to use the associated reading lists as a starting point. For additional information, start with the KU website at www.kingston.ac.uk and look at the annual report and financial statements; also look at the Business School pages. Further useful sources:

 

? Look at the KEYNOTE report on ‘Further and Higher Education Market Report’ for good background information. See particularly ‘Industry Background’ and ‘Current Issues’ to start.

 

? You will find many articles in newspapers such as the Guardianand the Timeson the British higher education market and business schools [Accessible through e-resources: UK Newsstand]. For example, the Guardian has a ‘Higher Education’ section with guides / league tables / reports / articles.#p#分頁標題#e#

 

? Journal articles[via EBSCO (Business Source Premier) // Library > e-resources > A-Z list of e-journals] should also provide ideas on the marketing of higher education such as:

• Journal of Higher Education Policy and Management

• The International Journal of Educational Management

• Journal of Marketing for Higher Education

• International Journal of Nonprofit and Voluntary Sector Marketing

• Marketing Intelligence and Planning

 

Some articles to start:

For an overview:

Hemsley-Brown, J. and Oplatka, I. (2006) “Universities in a competitiveglobal marketplace: A systematic review of the literature on highereducation marketing”,International Journal of Public SectorManagement, Vol. 19 No. 4, pp. 316-338.

 

Other useful articles:

Binsardi, A. and Ekwulugo, F. (2003), “International marketing of British education: research on the students’ perception and the UK market penetration”, Marketing Intelligence & Planning, Vol. 21 No. 5, pp. 318-27.

 

Chapelo, C. (2007) “Barriers to brand building in UK universities?”International Journal of Nonprofit and Voluntary Sector Marketing, Vol.12, pp. 23-32

 

Lynch, R. and Baines, P. (2004) “Strategy Development in UK Higher Education: Towards resource-based

competitive advantages”,Journal of Higher Education Policy and Management, Vol. 26, No. 2, pp.171-187

Secondary research will probably be the focus of your report. However, if appropriate to your topic, you may also conduct some small-scale primary research. You may find this experience interesting and useful for your dissertation and wish to apply some of the ideas you have learnt in Research Methods and Data Analysis.

 

What kind of report should you write?

 

The report will follow a similar structure to standard reports we have already considered.

 

For this assignment, you can put yourself in the position of ‘Marketing Consultant’ and your report may focus on the ANALYSIS and RECOMMENDATIONS you have researched and produced. 

 

It will primarily have elements of a professional report while still retaining some elements of an academic report e.g. brief review of relevant theory and method (the latter if doing primary research).#p#分頁標題#e#

 

......................

 

This module is assessed by means of:

 

A Multi-skilled task designed to test all your language skills - consisting of:

 

• Individual / Pairs Presentation  and Group Work Discussion:

Group work Discussion in Weeks 4 & 5, w/c 11th&18th February [one-third of 

communication skills mark] 

 

Individual / Pairs Presentations to be given in Week 8 w/c 11th March [two- thirds of communication skills mark]

 

(Total for Communication Skills: 30% of module marks)

 

• Written assignment:

Plan and annotated bibliography to be submitted Week 7, by Friday 8th March, 12 midday [10 / 100 marks]

 

An individual written assignment of approximately 2,000 – 2,500 words to be submitted by Monday 18th March [90 / 100 marks]

 

(Total for Written Assignment: 70% of total module marks)

 

 

 

Kingston Business School MA in Marketing with English

 

Academic English for Business 2 - GR3005

 

WRITTEN ASSIGNMENT

 

This written assignment carries 70% of the total marks for this module. 

 

You are required to write one report. Your answer must include:

 

• A report planandannotated bibliographywhich shows that you have analysed the question and organised your response to it. Date to be submitted: Week 7, Friday 8th March, 12 midday. Put a copy in the digital drop box labelled ‘Plan’ and put a copy in the assignment box.

 

(10/100 of the written assignment marks)

 

• A written text of approximately 2,000 - 2,500 words. This text must conform to the requirements of a report written for academic purposes. It is expected that you will produce two or more drafts during the preparation of this assignment, but you are only required to submit the final version. 

 

(90/100 of the written assignment marks)

 

The final report must be submitted by Monday 18th March, 9 o’clock in the assignment box in the Business School and a digital copy put into the digital drop box labelled ‘Final Report’ on StudySpace by the same time.#p#分頁標題#e#

 

Marks will be awarded for:

• Evidence of engagement with the topic through reading, researching, and a critical approach to all sources

• Critical analysis and recommendations, supported by evidence and justification

• The overall structure of your report and the way you have used paragraphs to organise your discussion (and the level of analysis and discussion rather than description)

• Use of the appropriate register and choice of vocabulary suitable to an academic task

• The use of specific lexical and grammatical devices to support your discussion

• The accuracy of your sentence structures, grammar, punctuation and spelling

• The incorporation and correct acknowledgement of all your sources of reference, together with a complete and accurate list of references. (It is expected that you will use a range of sources including books and academic journals.)

 

Kingston Business School MA in Marketing with English

Academic English for Business 2 - GR3005

Student … Title … Date …

WRITTEN ASSIGNMENT MARKSHEET

Report plan: Does the plan show analysis of the task and topic? Does it indicate an organised approach? Will it aid the writing process?                                                                                                                                                                                              /5

85-100%

70-84%

60-69%

50-59%

40-49%#p#分頁標題#e#

30-39%

0-29%

 

 

Annotated Bibliography: Are the full number of entries provided? Do they contain summary, evaluation and reflection?           /5

85-100%

70-84%+

60-69%

50-59%

40-49%

30-39%

0-29%

 

 

Addressing the question: Is the question answered? Is it analytical or descriptive? Are the Introduction and Conclusion effective?  /20

 

85-100%

70-84%+

60-69%

50-59%

40-49%

30-39%

0-29%

 

 

Text organisation: The structure of the text – linking and sign-posting; paragraph structure; is the content organised logically/20

85-100%

70-84%+

60-69%

50-59%

40-49%

30-39%

0-29%

 

 

Referencing: The ability to use in-text citation and construct a Bibliography.                    /20

85-100%

70-84%+

60-69% #p#分頁標題#e#

50-59%

40-49%

30-39%

0-29%

 

 

Language use: Grammar and Vocabulary:Accuracy of vocabulary, academic style and grammar.                                          /30

85-100%

70-84%+

60-69%

50-59%

40-49%

30-39%

0-29%

 

 

Areas of good practice:

Areas to improve:

 

 

TOTAL MARK FOR WRITTEN ASSIGNMENT: ...% TOTAL MARK FOR COMMUNICATION SKILLS: …% 

TOTAL FOR MODULE: ...%

[This written assignment carries 70% of the marks for this module. The communication skills tasks based on this assignment carry 30% of the marks for the module]

 

 

Kingston Business School MA in Marketing with English

Academic English for Business 2 - GR3005

 

ASSESSMENT OF COMMUNICATION SKILLS [30% of total marks for module]

 

 

1.  GROUP WORK DISCUSSION [one-third of communication skills mark] 

 

This task will take place in Weeks 4 & 5, w/c 11th& 18th February

 

This task will be based around the topics for the written assignment. The assessment will take place over two weeks and during one of these weeks you will be expected to orally summarise and critically evaluate one article for the rest of your group and deal with any questions raised or comments made [Each student should present a different article].

 

In the other week when you are not presenting, you will be expected to ask questions and engage in discussion about the topic.

 

It is recommended that you try to find an article relating to your specific topic, preferably an article that is not featured in the ‘Hemsley-Brown and Oplatka (2006)’ literature review i.e. if possible, an even more recent article.#p#分頁標題#e#

 

Marks will be awarded for:

 

• Clear summary and evaluation of the article

• Ability to deal with / raise questions

• Engagement with the topic and contribution to discussion

• Evidence of effective communication skills

 

Kingston Business School MA in Marketing with English

Academic English for Business 2 - GR3005

 

GROUP DISCUSSION WEEKS 4 & 5 - ASSESSMENT MARKSHEET

 

[Total:      /10]

 

A.  FOR THE WEEK WHEN YOU ARE PRESENTING AN ARTICLE: / 5

 

SUMMARISING AND EVALUATING THE ARTICLE POINTS OR QUESTIONS RAISED FOR CONSIDERATION ABILITY TO DEAL WITH QUESTIONS ATTEMPT TO DEVELOP THE DISCUSSION / ENCOURAGES OTHERS

excellent / very good / reasonable /

basic /

minimal / 

no contribution or absent

 

 

ANY COMMENTS

 

B.  FOR THE WEEK WHEN YOU ARE NOT PRESENTING AN ARTICLE: / 5

 

ENGAGES WITH TOPIC: LISTENS / IS RESPONSIVE ASKS QUESTIONS / COMMENTS ON WHAT PRESENTER SAYS POINTS RAISED FOR CONSIDERATION ATTEMPT TO DEVELOP THE DISCUSSION / ENCOURAGES OTHERS

excellent / very good / reasonable /

basic /

minimal / 

no contribution or absent

 

ANY COMMENTS

 

Kingston Business School MA in Marketing with English

Academic English for Business 2 - GR3005

 

ASSESSMENT OF COMMUNICATION SKILLS

 

2.  INDIVIDUAL / PAIRS PRESENTATION 

[Two-thirds of Communication Skills mark]

 

 

The presentations will be done in Week 8, w/c 11th March.

 

 

The presentation will be on the subject (or an aspect of the subject) you have chosen for your written assignment. 

 

• You will need to show that you have researched your topic in some depth and can support your opinions with reference to acknowledged sources

• You need to show that you have analysed the issue and drawn some conclusions

• The presentation should be between 8-10 minutes long. Please note that 10 minutes is the maximum time and you will be asked to finish after that time

• You should use PowerPoint or OHTs to enhance your presentation where appropriate but make sure that they do not distract from what you are saying

• Use the skills that you have developed in your Speaking Skills classes 

• Practise your presentation as much as you can – remember that both accuracy and fluency are important

你要表明你有一定深度的研究，你的主題，可以支持你的意見與公認的來源

•你需要證明你有分析問題，得出了一些結論

•表示應在8-10分鐘長。請注意，最多10分鐘的時間，你將被要求完成之后的時間

•你應該使用幻燈片或對象來提高你的演講在適當的地方，但千萬不要讓他們分心，你說的是什么

•使用的技能，你在你的演講技能課程開發

•練習你的演講可以–記住，準確性和流利性是重要的

 

 

Marks will be awarded for:

 

• Language skills:  grammar (accuracy and complexity), vocabulary (range and register) and pronunciation (use of stress and intonation)

 

• Content:  relevance, use of supporting information and data, evidence of research, level of analysis

 

• Presentation skills:  use of notes / cue cards and visual aids, logical sequencing of ideas and use of signposting, ability to engage the audience, ability to deal with questions

 

(Details of the marking criteria are on the following page)

 

Kingston Business School MA in Marketing with English

Academic English for Business 2 - GR3005#p#分頁標題#e# Presentation Assessment Sheet

INDIVIDUAL / PAIRS PRESENTATION

Student… Title … Date …

PRESENTATION

Content: Is the purpose clear appropriate and achieved? Is the presentation focused with only relevant issues presented? Is there evidence of appropriate research (in illustrations and examples)?  Has research been analysed, synthesised/ applied effectively?                                         /20

85-100%

70-84%

60-69%

50-59%

40-49%

30-39%

0-29%

 

 

Structure: Does the presentation flow effectively? Is it organised well as a whole and within sections? Are the Introduction and Conclusion clear? Are ideas sequenced logically? Do signposting expressions create coherence and cohesion?                                                                         /10

85-100%

70-84%+

60-69%

50-59%

40-49%

30-39%

0-29%

 

 

PRESENTATION AND DISCUSSION

Language Fluency: Is pronunciation clear and speech fluent and well paced (while using appropriate register)? Does use of intonation and stress convey stance and topic changes effectively?                                                                                                                                                            /25 #p#分頁標題#e#

85-100%

70-84%+

60-69%

50-59%

40-49%

30-39%

0-29%

 

 

Language Accuracy: Demonstrated authority over appropriate and complex grammatical structure? Appropriate vocabulary used accurately:   academic style- including appropriate register, caution, generalisation? Clear evidence of proofreading and practice?                                      /25 

85-100%

70-84%+

60-69%

50-59%

40-49%

30-39%

0-29%

 

 

Communication Skills: Clear communication of message? Effective use of notes and visual aids? Effective visual aids/ handout? Referencing conventions fully met? Ability to engage and interact with audience, lead and participate in discussion and deal with questions?       /20 

85-100%

70-84%+

60-69%

50-59%

40-49%

30-39%

0-29%

 

 

Areas of good practice:

Areas to improve:

 

 

 Mark for Presentation:

 

(The presentation is worth two/thirds of the Communication Skills mark)