Experiential Marketing and Innovation: A Critical Analysis

Word Length (as per MID): 2500 words - a penalty of 10% of the mark is applied if the word limit is exceeded more than 10% or is below the limit by more than 10% Submission:

Contributes 50% to total module mark.

You must select one of the following questions.

1- Based on academic theories, critically evaluate how experiential marketing can contribute value to customers while patronising companies. Furthermore, select three organisations that demonstrate the application of experiential marketing and show how theories can be applied to these organisations.

2- Based on academic theories, critically evaluate how innovation can enhance business sustainability and make positive contribution to the market. Furthermore, select three organisations that demonstrate the applications of innovation and show how theories can be applied to these organisations.

Academic databases such as Business Source Complete, Sage. Emerald and Science Direct, Proquest, etc.

Practitioners’ databases such as Marketing Week, Brand republic, TED, Economist, Bloomberg, BusinessWeek, and Financial Times etc.

1. Decide on the topic of your CW (Experiential marketing or innovation)

2. Read and review the relevant theories.

3. Decide which theories you want to apply and why.

4. Select three organisations based on examples/case studies/reports from the practitioners’ databases.

5. Apply your selected theories to these companies and show how they are doing/not doing what the theories, you have reviewed, suggested.

6. Provide recommendations based on theory to enhance their business.

1. Undertake a critical analysis of current marketing issues.

2. Synthesise emerging issues and concepts from a range of academic journals, and relevant texts.

Content of the report:

• Executive summary: less than one A4 page

• Table of contents

• Introduction

• Main body

• Conclusion

• Recommendation

• References

Report format

• Times New Roman, Arial or Calibri size 12 points

• 1.5 line spacing

• Include page numbers.

70% and above:

• Near complete conceptual knowledge and understanding of appropriate theoretical frameworks and relevant literature

• Clear demonstration of high degree of understanding and application of theoretical concepts to the given business scenario

• Highly developed abilities to analyse, synthesise and apply knowledge and concepts to the case.

• Highly developed critical and evaluative abilities

• Clear demonstration of significant business progress

• Excellent standards in presentation including meeting all of the format and assessment requirements

• Demonstration of an overall standard of knowledge, understanding, application, analysis, and presentation appropriate for UG level
60-69%:

• Sound conceptual knowledge and understanding of appropriate theoretical frameworks and relevant literature.

• Demonstration of sound understanding and application of theoretical concepts to the given business scenario

• Well developed abilities to analyse, synthesise and apply knowledge and concepts to the case.

• Well developed critical and evaluative abilities

• Sound demonstration of good business progress

• High standards in presentation including meeting all of the format and assessment requirements

• Demonstration of an overall standard of knowledge, understanding, application, analysis, and presentation appropriate for UG level
50-59%

• Satisfactory levels of conceptual knowledge and understanding of appropriate theoretical frameworks and relevant literature

• Demonstration of average understanding and application of theoretical concepts to the given business scenario

• Satisfactorily developed abilities to analyse, synthesise and apply knowledge and concepts to the case.

• Satisfactorily developed critical and evaluative abilities

• Satisfactory demonstration of good business progress

• Acceptable standards in presentation including meeting all of the format and assessment requirements

• Demonstration of an overall standard of knowledge, understanding, application, analysis, and presentation appropriate for UG level
40-49%

• Significant weaknesses in levels of conceptual knowledge and understanding of appropriate theoretical frameworks and relevant literature

• Minimal understanding and application of theoretical concepts to the given business scenario

• Minimal abilities to analyse, synthesise and apply knowledge and concepts to the case.

• Extremely weak or little critical and evaluative abilities

• Poor levels of business progress

• Flawed presentation of format and assessment requirements

• Overall standards of knowledge, application, and presentation inappropriate for UG level 35-39%

• Very poor levels of theoretical and conceptual understanding and knowledge

• Very poor levels of business application

• Very little or no analysis or evaluation abilities

• Very little or no business progress achieved

• Presentation standards very poor and unacceptable for UG levels 0-34%

• Extremely poor effort in demonstrating any kind of theoretical understanding or practical application

• Little or no analysis or evaluation and no evidence of any business progress

• Extremely poor presentation standards