A report on a marketing relationship problem

The marks are allocated to four components:

identification and description of the problem (10 marks)
analysis of the problem and conclusion to the analysis (40 marks)
recommendations, advantages, disadvantages and implications (15 marks)
presentation (5 marks).

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4.3 Summary
Make sure the content here really is a summary. The summary is not included in the word count but you should keep it brief. It should cover just the main points of the problem, key points from the analysis and the most important recommendations. Aim for a maximum of about 100 words. If you do not include a summary you may lose marks for presentation.

4.4 Introduction: identification and description of the problem
A brief sentence or two of introduction is necessary to set the scene, e.g. the nature of your organisation and where you are located within it. You may find it helpful to use a diagram to explain this in a concise way.

Then, either in your introduction or in a new section, explain the problem being considered. Make sure that your content explains the nature of the problem clearly and fully in your own words. Answering the following questions may help you.

Have you clearly defined the problem for someone who is not as familiar with it as you are?
Have you indicated how the problem affects you and why it matters to you?
Have you shown how this problem affects other people?
Have you recognised any assumptions in your account?
Have you identified module themes?
Are there any unstated constraints?

4.5 Main section – analysis
Your activity output should have used B629 concepts to analyse what was going on in the chosen problem. You may well have wanted to include more content – and here is your opportunity to do it. If you find you are using more words to expand your thoughts than the 1500 allows then consider using a diagram. Be prepared to use diagrams to add extra depth to your content whichever option is chosen. If you use a diagram from the module, you should annotate it to show how it applies in the specific situation you are addressing. However, you should be careful not to include diagrams whose relevance to the assignment is not explained within the assignment text.

4.6 Main section – conclusions
This section can be relatively brief. Check that everything in this section is a conclusion that can be drawn from the preceding analysis section. If content here introduces new ideas and material then it should not be in this section. Review your analysis and see whether there are further aspects to cover.

4.7 Main section – recommendations
In reviewing your activity content for this section check that each recommendation is a proposal for some specific action. Words and phrases like ‘think about’ or ‘consider’ should not appear. Where something is to be ‘reviewed’ be very specific and show how any review will lead to specific action. Each recommendation should be SMART; this includes not only specifying the action to take but also specifying a timescale for it to be done. Very occasionally it may not be possible to make a recommendation fully SMART; a brief footnote on the report to your tutor explaining why this is so would be helpful. It is better to include few recommendations that are SMART, rather than many which are not SMART. Be sure you have recognised any assumptions in this section and that you have taken account of any organisational constraints. Again, refer by name to any module concepts you use in your recommendations.

4.8 Main section – advantages, disadvantages and implications
In reviewing your activity content here, check that disadvantages include any costs such as your time and that of others. Recognise implications, including perhaps ethical concerns such as the effects on others as well as any climate change/sustainability issues. You can enhance this section by making brief, SMART, proposals for how either the disadvantages and implications might be overcome or any negative effects be minimised.

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