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Assessment Briefs
2014-2015
CONTENTS
This handbook provides information about the module and its operation. Please study it
carefully.
Section
Page
1.0
ASSESSMENT INFORMATION
1.1
The assessment strategy
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2.0
Assessment brief(s)
2.1
Sponsorship Assignment
2.2
Marking Criteria and Guidance for Sponsorship
Assignment
2.3
Guidance to the overall approach for Sponsorship
Assignment
Conceptual
Contextual
Application
2.4
Referencing
2.5
Further Notes on Assignment
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3.0
Exam Brief
3.1
Guidance for Individual PR Exam Questions
3.2
Guidance to the overall approach to PR Exam
Conceptual
Contextual
Application
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4.0
Assessment deadlines
5.0
6.0
Formative assessment
7.0
8.0
Tutor reassessment
9.0
GENERAL INFORMATION
9.1
Academic misconduct and referencing information
9.2
Further reading
9.3
Access to facilities
9.4
Health and Safety information
9.5
Academic Skills/Technical Support
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1.0
ASSESSMENT INFORMATION
1.1
Assessment Strategy
One written (2500 words) assignment worth 40% and a two hour exam worth 60%
2.0
Assessment Briefs
Assessment and feedback is a significant aspect of the Universitys Teaching and Learning strategy.
Please ensure that you are familiar with the Assessment and Feedback Strategy. The document is
also available under the assessment tab in Unilearn.
2.1
Sponsorship Assignment
2.2
As you would expect, the assessment is looking for evidence of an understanding of and
application of the basic principles of the areas of marketing covered by the assignment as
well as application of the principles to the company / situation in the assignment.
Top Students who simply repeat chunks of the textbook and students who simply
theory dump without evidence of real understanding and application will not pass.
Top mark students will show e.g. critical awareness, compare and contrast and otherwise
show insights into the concepts and ideas and their application.
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3. Develop a clear set of objectives for the sponsor (based on the sponsee). (10%)
2.3
Application
This element requires you to integrate sponsorship concepts within the context provided,
resulting in the application. For this to happen, you must have a thorough understanding of
the relevant sponsorship concepts, the context, and demonstrate critical awareness (in order
to then apply the concepts to the context).
2.4
Referencing
Referencing is a critical aspect of this assessment. You will be required to search for and
review the appropriate sources required to address the questions. You should familiarise
yourself with the resources available through the University and in particular Summon.
Academic journal articles should be the main focus for your reading and referencing of the
marketing concepts, with a variety of other sources contributing towards the research and
referencing requirements for the context and application elements (e.g. industry reports, web
sites, texts).
2.5
8. Submission date: See section 5.3; on or before 11:59. Please note you will normally
be penalised for late submission after this time.
9. Work submitted up to 5 working days after the deadline without an extension will be
marked up to a maximum of 40%.
10. Tutor reassessment applies to this assignment. This means that if you score less than
40% you will be offered an opportunity to improve your mark within a specified time limit
as directed by the module tutor.
11. Work will normally be returned within 3 working weeks of submission.
3.0
Exam Brief
The exam will focus on the Public Relations elements of this module, and will be a two
hour closed book exam in which you write up an analysis and PR plan for a real
organisation, person or event which is currently in the news and is perceived as
having poor public relations in the perspective of some/all the publics it is involved
with.
Once you have identified a topic you should:
1. Critically identify the PR issues and relevant theories surrounding the issue. (20%)
2. Identify the PR approaches that might be appropriate for the situation (40%)
3. Critically assess the implications of the approaches identified (40%)
3.1
Identify the PR approaches that might be considered and whether these would
create a positive or negative image.
Ensure you consider a wide range of public relations ideas
In this section you should consider the level of practicality and originality of the
ideas and recommend appropriate PR actions to enhance/create a positive
image.
Justify your proposed actions by linking your proposals to relevant theory and
ensure this is fully referenced and sourced
3.2
Assessment deadlines
Submission date
Feedback Date
Term 2
Assignment 1
It is important that you keep a copy of all of the work you submit for assessment. You are
strongly advised to use the electronic storage system provided by the University, using the
allocated space on the K drive.
It is School policy that all assessed work must be submitted electronically via Turnitin, by
23:59 on the published date of submission. No hard copies should be submitted unless this
is identified as a requirement in the Assessment Brief. Where hard copies are required,
please ensure the work submitted is stapled in the top left hand corner, not submitted in
folders or ring binders and your student ID number and name are clearly visible on the
assessment.
If you are not able to submit by the deadline, you must inform your Course Leader, Fiona
Cheetham. Depending on the circumstances, you may need to ask for an extension or
submit an extenuating circumstances form see Section 5.4 below.
Assessed work which is submitted late but within five working days of the agreed submission
date will be accepted and the maximum mark available for that piece of assessment will be
40%. This does not apply to the submission of assessed work relating to Tutor
Reassessment, referral or deferral requirements but does apply to previously agreed,
extended or renegotiated deadlines. Work submitted later than this without an approved
extension will receive a mark of 0%.
Please note that loss of data or printing errors are not deemed to be acceptable reasons for
the late submission of work.
It is your responsibility to upload your submission/s onto Turnitin by 23.59 by the dates
shown above. Any technical difficulties can be dealt with by calling the computing helpdesk
01484 473737 which is available 24/7.
5.0
There are procedures in place for you to request a short extension to a deadline but this
request has to be made no later than two working days after the published submission date.
If you have difficulties such as a short-term illness and need to request an extension, you
should submit a request via the eCover extension and submission system supporting
information to confirm your circumstances may be required. A guide to the eCover system is
available on the intranet.
Late requests for extensions are not accepted and you run the risk of scoring a maximum of
40% for that piece of work if submitted late but within 5 working days of the original deadline,
or 0% if submitted later than this without an approved extension.
The University understands that there may be times when your ability to complete a piece of
assessed work or to concentrate on your studies may be hindered by factors beyond your
control such as illness or significant personal difficulties. The regulations include a process
to allow students who are affected in this way to bring these extenuating circumstances
(ECs) to the attention of the relevant people in the School (such as the Course Assessment
Board) so that proper account can be taken. Please be aware that a claim for ECs will
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usually only be accepted where youve been able to demonstrate that the circumstances
described have had a direct impact on you and were substantial and unexpected - in all
other cases students would be expected to negotiate an extension. The regulations for ECs
can be found in Section 5 at:
http://www.hud.ac.uk/registry/regulationsandpolicies/studentregs
When completing an EC form please be careful to include the correct modules and
assessments and to be sure that you attach appropriate and acceptable evidence to your
claim.
Once completed your claim has to be submitted to the Course Administration Office
(BS1/03) within 5 working days of the date by which your assessment should have been
completed.
6.0
Formative assessment
Opportunities for formative feedback sessions for both the group presentation and individual
coursework have been timetabled in to the delivery schedule. Please refer to section 4.1.
You will be asked to prepare for these sessions to enable staff to offer guidance on your
work in progress.
7.0
You should normally receive feedback on your assessments three teaching (i.e. term time)
weeks after the submission date for the assessment. Dates for the return of work and
feedback are indicated within Section 5.3 of this handbook. Feedback should help you
understand why you received the mark and what you can do to improve your performance in
future assessments.
Feedback will be given for your summative assessments in class. In addition, the marking
criteria/guidance will be completed so you can see how the final marks for the summative
assessments were allocated against all pieces of work. Your final overall mark for both
pieces of work will be loaded onto Grademark.
8.0
Tutor Reassessment
Submission date
Feedback Date
Term 2
Assignment 1
9.0
GENERAL INFORMATION
9.1
The University regards any action by a student that may result in an unfair academic
advantage as a serious offence. It is your responsibility to ensure at all times that the
assessments you complete are entirely your own work and that you have used the relevant
referencing technique correctly and in full. The full set of regulations which govern
Academic Integrity can be found under Section 4, Assessment Regulations 3 and 4 at
http://www2.hud.ac.uk/registry/students_handbook.php
Further information on academic integrity, including an overview of the support available for
referencing, can be found within your course handbook; it is important that you familiarise
yourself with this information.
9.2
Further reading
Sponsorship
Sleight, S, Sponsorship: What it is and how to use it, McGraw-Hill.
Wim, Lagae: Sports Sponsorship and Marketing Communications: A European
perspective;
Prentice Hall.
Head, Victor, Sponsorship; the Newest Marketing Skill; Institute of Marketing.
Argenti P, Corporate Communication, McGraw-Hill.
Journals
Public Relations Review
Public Relations Quarterly
Journal of Public Relations Research
International Public Relations Journal
Journal of Sponsorship
Campaign
Marketing Week
Corporate Communications - An International Journal
Journal of Marketing
Journal of Marketing Management
European Journal of Marketing
Also, please check the short-term library resources for latest industry reports.
Web Resources
http://www.sponsorship.co.uk
http://www.generatesponsorship.com
http://www.henrystewart.com/jos.aspx
http://www.sportbusiness.com/
http://www.imrpublications.com/
http://www.sportstat.co.uk
http://www.brandrepublic.com/
http://www.sponsorship.co.uk/index.html
http://www.sportsmarketing360.com
http://www.sportstat.co.uk/
http://www.powersponsorship.com
Other Information
Extensive use is made of academic and practitioner based resources.
9.3
If you wish to borrow equipment or gain access to specialist facilities please discuss your
requirements with your Course leader or Year Tutor.
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9.4
An overview of the Health and Safety arrangements in place for both the University and the
Business School can be found within your course handbook.
9.5
The Learning Development Group offers study skills support to all students within the
Business School, covering topics such as reading, research, academic writing (including
referencing) and reflective practice. Their contact details can be found within Unilearn under
the Learning Development Group tab.
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