CP70063E Project Finance and Marketi… •••outcomes 2.3.1 Portfolio Element 1: EssayAssessing Module Learning Outcomes: 1 – 6 Assessment Task: EssayWordcount or Equivalent: 3000 words Weighting: 40%You must select one of the following topics to develop an individual essay. You are expected to conduct comprehensive literature review on the selected topic, followed by your critical argument (you should use a case study to support/validate your argument). The essay should follow the standard academic writing style and structure. Social media has changed how businesses engage with their customers in recent years. Many businesses benefit from a closer customer relationship. However, some businesses have been negatively affected by social media. Discuss the challenges of social media marketing and potential ways to manage it.Benefit segmentation divides market based on the different benefits that customers seek from a product. Discuss how benefit segmentation helps organisations develop their products and market offerings.Stakeholder management is a key factor of project success. Public-Private Partnership (PPP) projects have been a popular option for many large service delivery and infrastructure projects in the world. Discuss the impacts of stakeholder management on project performance for PPP projects.Assessment criteria:Weights Criteria Description 15% Abstract and Description and coverage of topic (6/40) Introduction Approach to selected subject Essay outline 30% Literature Current state of the art (12/40) Review Key literature collected (e.g. academic journals, books) Identification of key issues and challenges Discussion of others’ work 30% Argument and Selection of theory (12/40) Application Application of selected theory to the context (through a case study) Critical discussion/comparison/contrast Arqumentation/reasoninq 15% Conclusion Concluding remarks (6/40) Discussion on limitations/constraints 10% Presentation Structure (4/40) Layout/style Reference and citation style Word countFor guidance on online submission of assignments, including how to submit and how to access online feedback, please refer to the UWL Blackboard student-help pages at: http://www.uwl.ac.uk/blackboardhelp
