General Instructions for the Project (1st Assessment)

The following information details the required project (1^st assessment which contributes 50% of your final grade). The project objectives, requirements, and the criteria on which you will be evaluated are included in this document.

Learning Outcomes

Marketing is a key business function. It plays a pivotal role in all company types, contributing both tangible (profitability), and intangible (image) benefits. The module equips students with the necessary tools that marketers use for their marketing strategies.   

Upon successful completion of the individual written project the student should have demonstrated the ability to: 

1. Identify the role of marketing as a business function and its contribution to individual firms and to the economy.
2. Analyze the importance of customers for marketing.

Overview

Based on the Case Study that follows, you should write an academic report, following specific content requirements. The report should demonstrate understanding of key marketing concepts and terms, and ability to apply learnings on a real case.

Case Study Information  

Information on a selected company will be posted on Blackboard [TBA].

PROJECT REQUIREMENTS

Contents – Questions 4

Sources for the project 5

Formatting, Structure, & Layout (ORGANIZATION & MECHANICS) 6

Additional Specifications 8

Grading Criteria & Rubric 9

RESIT 10

Model Answer 11

Contents – Questions 

The project is divided in the following 4 sections: 

1. THE IMPORTANCE OF MARKETING (350-400 words)

Define marketing and discuss its importance for companies in general. Discuss the importance of marketing for the company of the Case Study. 

In this question, students should provide the definition of marketing and a theoretical discussion regarding the importance of marketing for companies. Then, students should discuss the importance of marketing for the selected company using both theory and company-specific information. To present the theory, students should use valid academic sources, i.e. the textbook, academic articles and other marketing textbooks. Non-academic sources can be used to enhance the discussion about the specific company.

2. THE IMPORTANCE OF CONSUMERS (350-400 words)

Discuss the importance of consumers for marketing and present the factors that influence consumer behavior. Critically discuss the value of understanding the effect of personal factors on consumer decision making for the company of the Case Study.

To complete this section, you should write a theoretical discussion on the importance of consumers for marketing, addressing the factors influencing consumer behavior – this discussion should be based on insights drawn from academic sources. Moreover, you should critically discuss/argue why understanding the effect of personal factors on consumer behavior is important for the specific company – to support your argumentation, you need to apply knowledge/ ideas from academic sources and consult appropriate sources of information.

3. THE PRODUCT (300 -350 words)

Choose a product from the company and provide a brief description (the product maybe specified by the teaching team at a later stage).

Present the elements and the value of the marketing mix in general and present the marketing mix as it applies for the selected product.

You are expected to discuss the theory regarding the marketing mix, present the elements of the marketing mix and then for the selected product. The theoretical discussion should be drawn from academic sources. Then, you should critically discuss the application of the marketing mix for the selected product– to support your argumentation, you should appropriate sources of information (i.e. corporate website etc).

Deadline for Formative Submission of Questions 1-3: TBA 

4. PRODUCT-RELATED DECISIONS (400-450 words)

Develop four distinct suggestions (i.e. one for each elements of the marketing mix) that would result in product differentiation to more efficiently meet consumer needs and/or make it more competitive. 

Here you should propose four distinct changes regarding the product, the price, the promotion, and the distribution. You shall also discuss and argue how these changes would result in a competitive advantage. To support your suggestions, it is fruitful to link each suggestion with the expected value for a specific target segment. This section does not require any theory presentation. The suggestions through should be based on the relevant theory. 

Deadline for Formative Submission of Question 4: TBA 

DEADLINE FOR THE SUMMATIVE SUBMISSION OF THE PROJECT: TBA- (23:59)

Sources for the project 

For this project you should use academic sources and sources of information (non-academic):

• Academic Sources: The project must include a minimum of 5 references from academic journals (at least 2 of these sources should be from academic articles in the field of marketing published after 2015). Academic sources (i.e.; articles from academic journals and textbooks) should be used to inform your understanding of marketing theories and thus help you cultivate the critical mindset for your analysis. You should not look to find information for the specific brand in academic sources; academic sources should be used to understand marketing theory that you will then apply. You can use the ACG Library website to search for academic articles using appropriate keywords).

Recommended Academic Journals: 

European Journal of Marketing	Journal of Marketing Research
Journal of Marketing	Marketing Science
Marketing Letters	Journal of Advertising
Journal of Consumer Research	International Marketing Review
Journal of Consumer Psychology	International Journal of Research in Marketing
Psychology and Marketing	Journal of Business Ethics
Journal of Marketing Management	Journal of the Academy of Marketing Science
Journal of Marketing Communications	Journal of Business Research
Journal of Interactive Marketing	Journal of Consumer Marketing

• Sources of information (non-academic)

Other credible online sources (Databases, Industry Reports, online sources freely available through Google) can be used to provide you with information and data specific to the company, its products/ brands, the market, trends, the consumers, the competitors, etc. For example, the company’s website or Passport Euromonitor. Before using any online source, evaluate it carefully (See: https://library.acg.edu/doing-research/evaluating-information ).

• Corporate/ Brand Websites. Websites of the company and other companies (competitors, retailers), websites specific to products/ brands.
• Library Databases. You can access online databases through the ACG Library. One useful database is Passport Euromonitor (ACG Library Website 🡪 A-Z Databases 🡪 Passport Euromonitor).
• Industry Reports, White Papers and other Online Sources. These can be found freely available online. Use Google to find and locate data pertinent to the company/ brand, consumers, environment.
  • Many research firms (e.g. McKinsey, Deloitte) publish online reports on industries and consumers that are freely available.
  • National and international organizations (e.g. OECD, European Commission) include other useful information on the broader environment. 

Be careful with evaluating the quality and credibility of your sources. 

You must not use websites such as Wikipedia. You must not use material published in websites, such as Scribd, Slideshare, etc. as it is impossible to verify the quality of information posted in these websites. The use of essay mills (e.g. ukessays, PaperHelp etc.) is strictly prohibited; this is relevant to contract cheating and is a violation of Academic Integrity – please refer to College Regulations. You must not use student projects or theses/ dissertations as sources for your work. You must not use ChatGPT or similar tools.

Formatting, Structure, & Layout (ORGANIZATION & MECHANICS)

Style of Writing

The Project should be written like an (academic) report. In the business world, reports are useful tools with which organizations to evaluate strategies, understand problems, and plan for change. Α report is a structured and detailed examination of current issues, such as organizational opportunities, business challenges, or industry trends. A report is very different from an essay. An essay is organized around an argumentative thesis and supported by an analysis of relevant evidence. In academic settings, the analysis presented in a report is organized in clear sections and informed by information/ data, and scholarly research. Successful reports demonstrate your understanding of significant concepts and themes related to the course as well as your ability to interpret data/ information in a clearly organized and articulated way. You need to demonstrate both the level of your theory understadning and your ability to apply the theory. The report should be written in a formal style, using third person/ passive sentence structure, and evidencing appropriate use of terminology.

Word Count Limit: 1,400-1,600 words. 

Deviations from the word limit that exceed ±10% will receive penalties. 

The Word Limit does not include: cover page, contents, references, tables and figures, appendices (if any).

Formatting, Structure & Layout

Cover:	The cover should includeThe full title (include an appropriate title for this Project)The full name and ACG identification number of the studentThe module title and codeThe academic period &the termThe date of submissionThe name of the instructorThe exact word count (excluding cover page, Academic Integrity Pledge, contents, references, tables and figures, appendices)
Academic Integrity Pledge:	After the cover, the next page must include this pledge – please copy and paste including your full name: “I, [please write your full name], affirm that I have not given or received any unauthorized help on this assignment, and that this work is my own. I am fully aware of the College policies governing academic integrity and the repercussions deriving from breaches of academic integrity, cheating, plagiarism as well as assisting others in such acts. ”
Table of Contents:	The contents page should list the Section Headings and page numbers.
Introduction:	The introduction includes a brief statement of what you intend to accomplish in the project, and a summary of what follows in main body
Main Body:	Please follow the structure specified in Section I above. The Main Body needs to include all sections accompanied by appropriate headings (see Section I). Citations should be included in the main text.All pages should be numbered. Tables and figures should be numbered and include a descriptive title, along with a citation of the source (if necessary).
References:	Full details for all sources used must be listed in the end in accordance with APA Style.
Appendices:	The use of appendices is optional. The Appendix should include any supporting/ related material not deemed necessary to be in the main text. Please do not reproduce material that one can readily find in other sources (e.g. website). Any material drawn from another source in the Appendix must be accompanied by citations (same as in the main body of the text).
Font – Font size – Spacing:	Times New Roman/Calibri/ Arial –  12 – 1.5 lines

References & Referencing Style

The project must be properly referenced. References should be included in the main text and listed (alphabetically) on a separate page at the end of the report.  All information derived from other sources should be carefully cited (use APA Style: see www.apastyle.org, https://library.acg.edu/citations/apa/overview). Consistent in-text citations should be used, along with a list of full references. 

Referencing is a standardized way of acknowledging the sources of information and ideas that you have used in your document. Referencing is important to avoid plagiarism, to verify quotations and to enable readers to follow up what you have written and locate the cited author’s work. In the case of Plagiarism the student will be referred to the appropriate committee according to the Regulatory Framework.

Table 1: APA Style for Citing in The Text (Example)
Paraphrased text	In the sentence	In parentheses
When you cite a work by one author, provide the name of the author the publication date of the source.	Bowlby (1991) formulated the basic principles of the attachment theory.	The infant should experience a warm, intimate, and continuous relationship with his mother (Bowlby, 1991)
Direct quotation
When you cite a direct quotation, indicate the page number of the source where the quotation appears.	Breivik and Senn (1998) state that “teacher resistance to change is not unusual” (p. 107).	“Teacher resistance to change is not unusual” (Breivik & Senn, 1998, p. 107).

Table 2: APA Style for Referencing (Example)
Source	Guidelines	Example
Book	Author’s Last Name, A. A. (Year of Publication). Title of book. City of Publication, Country: Publisher.	Bowlby, J. (1998). A secure base: Parent-child attachment and healthy human development. London, United Kingdom: Routledge 2
Academic Article	Author’s Last Name, A. A. (Year of Publication). Title of article. Title of Journal, Vol., pp-pp. doi:xx.xxxxxxxxxx.	Levy, L. B. (2012). International opportunities for psychology students: Logistics, training, and ethical considerations. Training and Education in Professional Psychology, 6, 84-92. doi:10.1037/a0027857
Work on a website	Author’s Last Name, A. A. (Date of Publication). Title of work. Retrieved from http://www.site.com	Smith, M., & Kovatch, S. (2010, April). Bulimia nervosa: Signs, symptoms, treatment, and help. Retrieved from http://helpguide.org/mental/bulimia_signs_symptoms_causes_treatment.htm

Additional Specifications 

Academic Integrity & Ethical Responsibility of students

The rules of academic integrity apply to this assignment, including the requirement that you undertake this project without improper or unauthorized assistance from anyone. If it is determined that the project is not the product of your work, penalties will be imposed in accordance with current regulations.

Researching ethically is very important. For more information, see : https://library.acg.edu/doing-research/researching-ethically 

Deadlines 

Students must submit work by the deadlines set in the course outline. Deree regulations and policies apply regarding late submissions (Please refer to the College Catalog: https://www.acg.edu/undergraduate/undergraduate-programs/ ).

Submission 

• At the deadline announced in class for final submission [DD/MM/YYYY, 23:59], each student must submit a digital copy of their Project through the Turnitin link available on Blackboard. The electronic file should be in Word format. 
• Late submissions will be treated in accordance with current Deree Policies. 
• Only submitted files through Turnitin are acceptable. File types should only be ones that Turnitin can scan for originality – remember not to format any amount of text as an image into your file, as Turnitin flags this.
• When a student re-submits a file, Turnitin takes at least 24 hours to generate a new report.
• The Instructor reserves the right to request the submission of a backup copy of the file.

Grading Criteria & Rubric

The evaluation of the project will be based on the rubric for the evaluation of term project at Level 4.

Evaluation Rubric for Project – Level 4
Marketing Department, School of Business & Economics, The American College of Greece
Point Distribution	FAIL	SATISFACTORY		GOOD	VERY GOOD		EXCELLENT
	F	C	C+	B	B+	A-	A
	[0 – 39)	[40-44)	[45-49)	[50-59)	[60-64)	[65-69)	[70-100]
Grade Descriptors	Clearly below the pass standard; lacking substance, knowledge and understanding; ideas confused and incoherent; fundamental weaknesses in most areas. Fails to meet the Learning Outcomes. – 0 -34: student was unable to demonstrate adequate knowledge and understanding of the subject. – 35-39: student failed to achieve the standards required for a third-class mark.	Satisfactory performance — at least passable; acceptable level of critical analysis and evaluation; little evidence of originality; adequately researched; ideas clear and coherent though with some significant weaknesses. – 40-44:  the student connected his/her analysis to a limited number and variety of resources. Answers are lacking in structure with inadequate evidence to support arguments. – 45-49: the student connects his/her analysis to a limited number or variety of resources. Answers may be lacking in structure with limited evidence to support arguments.		A good performance; a good level of critical analysis and evaluation; some evidence of originality; reasonably well researched; ideas generally clear and coherent; some but not significant weaknesses.	Very good performance; a very good level of critical analysis and evaluation; significant originality; well researched; clarity of ideas, thoughtful and effective presentation; very coherent and logical; minor errors only. – 60-64: the student skillfully connects his/her analysis to a limited number or variety of relevant sources. There will be some minor grammatical, factual and referencing errors. – 65-69: the student skillfully connects his/her analysis to a large number of varied and highly relevant sources. There will be very minor factual and referencing errors.		Superior performance; a high level of critical analysis and evaluation; incisive and original; exceptionally well researched; high quality presentation; exceptional clarity of ideas; excellent coherence and logic. Trivial or very minor errors. – 70-80: excellent grasp of knowledge with evidence of wide reading. Answers are comprehensive. – 80-90: outstanding. Answers are well-argued. – 90-100: superb grasp of knowledge. Answers are excellently argued.

Criteria	%
Content / Key Points (Alignment with Instructions, Evidence of understanding, elaboration of theoretical concepts, use of terminology, review of literature and quality of research: number and variety of sources in support of the argumentation)	60%
Application of theory (Application of knowledge to the project, depth of analysis, identification and analysis of company practices and trends, synthesis of different ideas, original and thoughtful comments on the case study)	20%
Organization & Mechanics (Format & Structure of responses, clarity of writing/ readability and flow, presentation of the Project, correct application of the APA style)	20%
Total Points	100%	0
Letter Grade

Instructions for the Project

RESIT 

In the case that the student has failed in the First Assessment, the student needs to resubmit the original project report, with amending the necessary parts according to the feedback by the First Marker to fulfil the Learning Outcomes.

In the case that the student has failed the First Assessment due to Plagiarism, the resit requirement will be decided by the appropriate Committee. 

In the case that the student has not submitted the First Assessment, the resit requirement is to create an individual report, following the instructions of the original assessment for a competitor to the brand that the instructor will select and announce after the original submissions are concluded.

According to the Regulatory Framework the resit is assessed with the same criteria /rubric but is marked as Pass (Capped at 40 – C) or Fail unless the appropriate committee has approved Normal Grading for the specific case.