Marketing MKT 6210

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Approved by Dr Kiran Nair Program Director MBA 10.01.2021
Master ofBusiness Administration
COURSEINFORMATION
CourseName:
Marketing
Code:
MKT 6210
C
Credits:
2
Cohort:
Fall 2020
Term:
Winter 2021
(Jan 2021)
ASSESSMENTINFORMATION
Assessment No:
Summative
Assessment 2
AssessmentType:
Case Analysis
AssessmentDate:
20th January 2021
AssessmentSubmission:
27th January 2021
Assessment Weight:
Summative(40%)
FACULTYINFORMATION
Course
Instructor
Name:
Dr. Sunder Ramachandran
Email:
s.ramachandran@adsm.ac.ae
Office
Location:
MS Teams
Office
hours:
As published on LMS
Program Director
Name:
Dr. Kiran Nair
Email:
k.nair@adsm.ac.ae
Office Location:
Villa 5 – Office no 5205
Officehours:
3:00 pm – 6:00 pm
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
CONTENTS
Section
1
Introduction
2
Course Learning Outcomes
3
Program LearningOutcomes
4
QFEmirates Level 9
5
CoreLife Skills
6
Assessment
7
RecommendedReading
Annex(s)
A
AssessmentCoverSheet
B
Assessment Discussion Form
C
AssessmentFeedbackForm
D
QFEmiratesDescriptors
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
1. Introduction
Welcome to your Summative Assessment 2(Individual out of class) on the Marketing Course in
the Master of Business Administration. The aim of this assessment is to ensure that students can
critically analyze and write up, and submit the Amazon case.
In performing your evaluation, carefully read each task/question that is presented in Section 6
Assessment Requirement. Make sure you comprehend every question. Refer each question to one
or more specific topics presented in the classes that are in your opinion relevant to providing a
response. Provide your reply using the specific concepts and knowledge acquired on every t o p i c
that best addresses each question.
2. Course Learning Outcomes:
In this assessment, you should be able to:
CLO2: Demonstrate a critical awareness of knowledge issues, as the basis for original thinking; encompassing
current processes of knowledge production related to marketing (P3, P5, KN3, SK1, AR1, SD2)
CLO3: Critically apply advanced skills required in research, analysis, evaluation of complex ideas, Information,
concepts and/or activities related to marketing (P1, P4, P5, KN1, SK4, AR3, RC1).
3. Program Learning Outcomes:
The Course Learning Outcomes (CLOs) indicated above are mapped to your overall (MBA) Program
Learning Outcomes (PLOs). This assessment tests your achievement in the program with reference
to the following PLOs:
PLO1 Critically evaluate opportunities in a variety of contexts using innovative approaches to
create value for stakeholders and society.
PLO3 Experiment with multiple theories and functional perspectives for the interpretation of
comprehensive challenges to the business.
PLO4 Select appropriate research instruments to address domestic factors and drivers in the global
context.
PLO5 Combine relevant theoretical advances with functional business skills to construct timely and
informed decisions.
4. QFEmirates Level 9:
Please see Annex C for the detailed description.
1. Knowledge – KN1, KN3
2. Skill – SK1, SK4, SK5
3. Self-Development- SD2
4. Autonomy and Responsibility – AR1, AR3
5. Role in Context- RC1
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
5. CoreLife Skills:
Information (CLS1)
Collecting, analyzing, organizing and applying information
in a given context
Communication (CLS2) Communicating information, concepts and ideas
Organizing Self (CLS5)
Solving problems including using mathematical ideas
and techniques.
6. Assessment
Students should read the given case “Amazon in 2020” and are required to:
1. Analyze what business is Amazon in? Is it spreading itself too far and wide or is it well
positioned for the future? (CLO2) (15 Marks)
2. Analyze who are Amazon’s competitors and its competitive advantage (CLO2, CLO3) (10,5
Marks)
3. Propose what should traditional retailers like Carrefour do to compete with
Amazon(CLO3) (10 Marks).
Assessment submission
Submission Deadline – 27th January 2021 through Turitin in LMS. The Turnitin link will close at 23.59 pm
Your Terms of Reference:
Please address the questions listed above. Your analysis should go beyond the case facts. Good case
analysis will tie-in learnings from the readings, relevant and credible academic or business readings,
class discussions, and even your personal experience. A good quality work will should be able to
structure the arguments using case facts, course learnings and relevant and credible sources outside
the case.
Requirement 1
Requirement
2
Requirement 3
Weight
CS-D1
Investigates the case in-depth, and within its
context
15% 6 6
CS-D2
The report analyses and appraises the
problems and issues presented in the case 20% 4 4 8
CS-D3
The report relates to the taught concepts and
theories. 25% 4 4 2 10
CS-D4
The report proposes suitable
recommendations and conclusion 30% 5 7 12
CS-D5
The report demonstrates clear, logical and
sequential arrangement of paragraphs. 10% 1 2 1 4
Assessment Marks 100% 15 15 10 40
INDIVIDUAL CASE STUDY ANALYSIS RUBRIC
Requirement
Marks
Descriptors
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
High quality reports are effective, logical, relevant to the discussion on hand and cognizant of the flow
of arguments. Quality does not entail simple repetition of case facts, which is already known from the
case. Quality contributions helps learning by synthesizing multiple points of view, clarifying ambiguities,
or even provoking debate. Quality contributions are also exemplified by good written language skills
where the writer takes care to structure the responses logically, clearly and as concisely as possible.
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
Assessment Rubric:
CASE STUDY ANALYSIS RUBRIC (40%)
Descriptor
100 – 88 (A, A-)
87 – 80 (B+,B)
79 – 74 (B-,C+)
70 – 73 (C,C-)
69-41 (F)
40 – 0 (F)
Investigates the case in
depth, and within its
context. Weight – 15%
The report clearly and
effectively appraises the purpose
of the assessment tasks and
addresses them in a direct and
succinct manner.
The report satisfactorily
expresses the purpose of the
assessment tasks and addresses
them adequately.
The report partially
expresses the purpose of the
assessment tasks and
addresses some of them.
The report vaguely
expresses the purpose
of the assessment
tasks and addresses
some of them.
The report
poorly expresses the
purpose of the
assessment tasks and
does not address most
of them.
The report fails to
express the purpose of the
assessment tasks and lacks
focus throughout.
The report analyses and
appraises the problems
and issues presented in
the case.
Weight – 20%
The report demonstrates a
thorough understanding and
In- depth analysis of all
problems and issues
presented in the case.
The report demonstrates a
satisfactory understanding and
analysis of most of the issues
presented in the case.
The report
demonstrates a partial
understanding and superficially
analyses the issues presented in
the case.
The report demonstrates
limited understanding
with vague analysis of the
issues presented in the
case.
The report
demonstrates poor
understanding and
incomplete analysis of
the issues presented
in the case.
The report demonstrates a lack
of understanding and
inadequate analysis of the
issues presented in the case.
The report relates to the
taught concepts and
theories.
Weight – 25%
The report effectively relates to
relevant taught concepts and
theories.
Reveals high degree of critical
thinking.
The report satisfactorily relates to
most of the relevant taught concepts
and theories. Indicates satisfactory
critical thinking and reasoning.
The report partially relates to
most of the relevant taught
concepts and theories. Shows
limited critical thinking and
reasoning.
The report vaguely
relates to some of the
relevant taught concepts
and theories. Most ideas
are vague with little
evidence of
critical thinking.
The report poorly
relates to the relevant
taught concepts and
theories.
Demonstrates lack
of critical thinking
and reasoning.
The report lacks the relevant
taught concepts and theories
and has little or nothing to do
with the arguments.
The report proposes
suitable
recommendations and
conclusion.
Weight – 30%
The report proposes effective
and meaningful
recommendations. Conclusions
effectively reflect the content
of the report.
The report proposes satisfactory
recommendations. Conclusions
satisfactorily reflect the content of
the report.
The report proposes some
relevant recommendations.
Conclusions reflect the content
of the report in a general
manner.
The report proposes
mundane
recommendations.
Conclusions are vague.
The report provides
poor recommendation
s and inadequate
conclusions.
The report lacks
recommendations and
conclusions.
The report demonstrates
clear, logical and
sequential arrangement of
paragraphs.
Weight – 10%
The report is composed in a
logical and sequential manner,
which aids the readers
understanding.
Basically free from
grammatical, spelling and/or
formatting errors that do
not interfere with
comprehension.
The report is composed in a logical
and sequential manner, which aids
the understanding of the ideas
presented. Contains minor errors in
spelling, grammar, sentence
structure but has limited
interference with comprehension.
The written text
demonstrates a sequential
arrangement of paragraphs,
which aid the reader’s
understanding the ideas
presented.
Minor spelling and grammar
mistakes and/or
inappropriate formatting.
The written text
demonstrates an
arrangement of
paragraphs but not in a
logical or sequential
manner.
Noticeable spelling and
grammar mistakes and/or
inappropriate formatting.
The report
demonstrates a
confusing
arrangement of
paragraphs. The lack
of organization makes
it difficult for a reader
to understand the
ideas presented.
Unacceptable
arrangement of
paragraphs. Great number
of spelling and/or
grammar mistakes, errors
in punctuation and/or
formatting.
Instructor Name and Signature:
Date:
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
Assessment Marking Scheme:
Percentage
Letter
Code
Points
93 – 100
A
4.00
88 – 92
A –
3.67
84 – 87
B +
3.33
80 – 83
B
3.00
77 – 79
B –
2.67
74 – 76
C +
2.33
72 – 73
C
2.00
70 – 71
C-
1.67
Less than
70
F
0.00
AssessmentFormat:
One electronic copy to be submitted. Please use a front sheet, (Annex A) and include a blank
assessment discussion form (Annex B). Assessments will be accepted only through online
submission on LMS: Turn-it-In.
Standard academic presentation is required, including:
 Students are required to submit a research report of 1000 words excluding cover page, content
page, and references.
 Concise and appropriate language
 Fully referenced using the APA referencing format, containing all citations referred within the
text
 Unless advised otherwise, all work should be spaced at 2.0, and handed in via Turn tin on the LMS
 Please note that for all submitted work it is recommended that you use the Times New Roman font,
regular style and ensure that you use font size 12.
 Insert page numbers
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
7. RecommendedReading
Textbook:
Kotler, P. & Keller, K.L (2016). Marketing Management. 15th edition, ISBN-13: 9781292092621
Journal articles
Belk, R. (2020). Resurrecting marketing. AMS Review, 168–171.
Storbacka, K., & Moser, T. (2020). The changing role of marketing: transformed propositions, processes and
partnerships. AMS Review, 299–310.
Kumar, V. (2018). Transformative Marketing: The Next 20 Years. Journal of Marketing, 82(4), 1–12.
Ritter, T. (2020). Reclaiming or rebranding marketing: implications beyond digital. AMS Review, 311–314.
Magazine articles
Arora, A., Dahlstrom, P., Hazan, E., Khan, H., & Khanna, R. (2020). Reimagining marketing in the next normal.
McKinsey & Company, July.
Boudet, J., Huang, J., Rothschild, P., & Von Difloe, R. (2020). Preparing for loyalty’s next frontier: Ecosystems.
McKinsey & Company, March.
Lehmann, S., Liedtke, N., Rothschild, P., & Trevino, E. (2020). The future of brand strategy: It’s time to ‘go
electric.’ McKinsey & Company, May.
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
Master ofBusiness Administration
Assessment Cover Sheet
Annex A
Instructions For Use
1. Enter below the Student ID number and Name: Cohort, Course Name, Instructor’s
Name, Assessment Number and Semester in which the course was taken e.g. Winter
2020.
2. Attach this Cover Sheet as the front page of the assessment.
3. Remember to keep a copy of this assessment for your record.
StudentName:
StudentID:
Cohort:
Fall 2020
CourseName:
Marketing
Instructor’s Name:
Dr. Sunder Ramachandran
AssessmentNumber:
2
Term:
Winter 2021
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
Annex B
Assessment Discussion Form
Academic Year 2020 –2021
Term: Fall Spring
The purpose of this form is to ensure the quality and integrity of student answers in assessments used
in various courses offered at Abu Dhabi School of Management (ADSM). It will be the joint
responsibility of the course instructor and the student to make sure that the student is able to discuss
his/her position in the assessment document (uploaded on LMS according to published deadlines)
and justify answer’s alignment with QFEmirates Level 9 strands required in the assessment.
Section A: This section should be completed by the course Instructor responsible for teaching a
particular course and for each assessment given in one course.
Section B: This section is to be completed by the course instructor according to the description of
assessment in the course syllabus. The instructor needs to report the CLO number, the CLO
description, the Program Learning Outcomes (PLOs), and QFEmirates strands as designed and
assessed in the assessment.
Instructor will input in each of the following columns related number of PLO and strand assessed in
theassessment.
This process must be carried out for all the number of Course Learning Outcomes (CLOs) to be
measured in the assessment.
Section C: This section is to be completed by the instructor and signed jointly by both the instructor
and student before the marking has been completed for each assessment as shown in section B.
Note: This form will be a part of the course file as it can be reviewed at any time by the Dean or
ProgramDirector.
Assessment Mid
Final
Date:……………………………………………..
PURPOSE
INSTRUCTIONS
Section A
CourseTitle: Course Code:
CourseCredits: ProgramTitle:
InstructorName:
Student ID StudentName:
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
Matrix Linking Assessment to Course Learning Outcomes, Program Learning
Outcomes and QFEmirates Level 9 strands
Course Learning Outcomes (CLOs) (covered in
the assessment)
Program Learning
Outcomes (PLOs)
QFEmirates Level 9 strands
CLO
CLODescription
PLO
PLO
PLO
K
S
AR
RC
SD
2
Demonstrate a critical awareness of
knowledge issues, as the basis for original
thinking; encompassing current
processes of knowledge production
related to marketing.
3
5
3
1
1
2
3
Critically apply advanced skills required in
research, analysis, evaluation of complex ideas,
Information, concepts and/or activities related
to marketing.
1
4
5
1
4
3
1
Section C
Covered (C)
Not Covered
(NC)
Assessment Topics
We jointly confirm that the student discussed the above areas
Course
Instructor:
Student:
COURSE INSTRUCTOR
Signature Date
STUDENT
Section B
Signatures (attended)
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
Signature Date
Approved by Dr Kiran Nair Program Director MBA 10.01.2021
Annex D

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