ENI08106 Marketing and Market Research in Practice Assessment Brief 2026 | ENU

ENI08106 Assessment Brief 2026

Arrangements for Submission

An electronic Word or PDF version should be uploaded into the Turnitin® drop-box on Moodle by the deadline. Each piece of work should clearly state the module number, module leader, and student matriculation number (not student name), plus confirmation that the assignment is your own work and has not been submitted for another assessment. You are advised to keep a copy of the assessment. All work must be submitted on time.

Your work must be accompanied by the appropriate cover sheet, available as ‘Assessment Cover Sheet’ on your Moodle page. This cover page should be the first page of your assessment.

 Al Use

AI may be used in this assignment to help support the development and structuring of your ideas/content. However, use must be line with academic integrity guidelines.

Assessment Regulations

All assessments are subject to the University Regulations. Please see information on avoiding plagiarism in the module handbook, Moodle page, and web pages at the following link

https://my.napier.ac.uk/your-studies/improve- your-academicand-study-skills/referencing- and-academic-integrity

The requirements for this Assessment

Each student is to submit a written essay of 1500 words on the following topic.

Assess the purpose and practices of market research of a specific firm/business of your choice.

Your essay should include a critical discussion of the following:

• Overview of business
• Definition of market research
• Explain and justify why the business conducted the market research.
• Discuss  the  firm’s  market  research practices, including methodologies.
• Outline the importance and implications of the marketing research findings to the business.
• Include examples.
• Cite key academic literature relevant to the topic

Special Instructions

Learning outcomes assessed – 1,2,3,4

• Word limit (1500) includes all text and quotations within the report but does not include the reference list/bibliography. The word count is to be shown at the end (10% above/below the word count is accepted).
• Work should be written in the 3rd person; in formal English; in Arial font size 12; 1.5 line spacing, justify paragraph alignment.
• All work must be original and fully referenced using the APA 7th style. Refer to your school’s guidance for referencing practice and the use of Turnitin available at: https://my.napier.ac.uk/your- studies/improve-your-academic-and- study-skills/referencing-and-academic- integrity/referencing-guidelines

Return of Work and Feedback

Group feedback will be provided within 3 weeks of the submission deadline via Moodle and in class.

Assessment Criteria

Grades for the essay will be based on:

• Originality and depth of content, including relevant use of examples (50%)
• Evidence of relevant research, investigation, and referencing (20%)
• Level of analysis and coherent argument (20%)
• Quality of presentation, including structure and writing (10%)

Examples of excellent work would include evidence taken from a range of published sources, coherent arguments, and attention to each part of the question. A lesser answer might only refer to a limited number of relevant sources and lack evidence of research and original thought

Answer

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