Sustainable Marketing

La Trobe University, BUS5SMM Assessment Task 3 – tasks and rubric

Page 1 of 5 3 February 2020

BUS5SMM Assessment Task 3: Marketing Case Research and Analysis – Marketing Mix, Sustainability and Competitive Advantage

Assessment Task 3: Overview

• Assessment task 3 is worth 30% of the subject total mark.

• It aims for the learner to

o Examine the concept of ‘Performance with Purpose’ introduced by PepsiCo former CEO, Indra Nooyi.

o Examine leadership theories applicable to Nooyi’s leadership style.

o Use the ‘Performance with Purpose’ case to critique Fast-Moving Consumer Goods (FMCG) companies which are using

sustainable positioning as a greenwash strategy.

• You will need to

o Watch the video about Indra Nooyi on LMS under Assessment 3 – Management Case Research and Analysis

o Browse the internet for the case of ‘Performance with Purpose’:

https://www.pepsico.com/sustainability/performance-with-purpose

o Read the suggested references in the Assessment Task 3 Resources folder on LMS.

• Students must not contact the organisation directly. The case must be based on material available in the public domain.

• This is an individual report.

• The report should demonstrate your ability to present a well written and well-structured report

• You should submit using the Moodle (LMS) submission link for this assignment.

 

 

 

 

 

 

La Trobe University, BUS5SMM Assessment Task 3 – tasks and rubric

Page 2 of 5 3 February 2020

Assessment Task 3 tasks and proposed structure

Coversheet (1%)

Provide title of the report, student full name and student number, subject code and title, and name of teacher

Table of contents (2%)

Report contents (headings/sub-headings) and their page numbers

Introduction (2%)

Purpose of this report, scope, and structure

Task 1: How will you use the leadership theories to analyse the importance of sustainable decisions as ‘Performance with

Purpose’? (15%)

This should include

• A brief history of Indra Nooyi’s personal experience which led to the concept of ‘Performance with Purpose’ (5%).

• A brief discussion on the concept of ‘Performance with Purpose’ and its relevance to sustainability (5%).

• A discussion on leadership theories which are relevant to Indra Nooyi’s leadership style (5%).

 

Task 2: Using ‘Performance with Purpose’ as a case, critique the management decisions of any three Fast-Moving Consumer

Goods (FMCG) companies which are using sustainable positioning as a greenwashing strategy (30%).

This should include

• Explaining the concept of greenwashing (3%)

• Choosing three Fast-Moving Consumer Goods (FMCG) companies and explaining how they practice greenwashing (9% for

each company – total 27%).

 

 

 

La Trobe University, BUS5SMM Assessment Task 3 – tasks and rubric

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Task 3: Describe the examples of environmental and social impacts created in the three FMCG companies (15%).

Explain the environmental and social impact of the greenwashing of each of the three companies (5% each).

 

Task 4: Provide some short-term and long-term management recommendations for these companies (15%)

Provide recommendations on how these companies should respond to claims that they have been involved in greenwashing.

Scholarly pursuit: presentation, grammar, and spelling (10%)

● Demonstrate your ability to present a well written and well-structured report

● Report should be free from grammar and typing errors.

● Use headings and sub-headings where appropriate and number them, e.g. 1. Introduction, 2. Company background, etc.

● Write approximately 1,500 words (maximum 1,750 words).

● Use Calibri 12 point font, 1.5 line spacing.

● Start a new paragraph when a new or different point/topic/issue is to be discussed. Avoid using very large paragraphs.

● Include relevant tables, graphs, and figures (whichever is applicable).

● Use colours and images where appropriate; make your report look interesting.

References (10%)

• Use Harvard referencing.

• 10 references are expected. Use at least five academic references (peer reviewed journal articles, conference papers,

textbook, etc).

• Use recent company / industry reports.

• Do not use Wikipedia as a reference. Rather, you may use academically acceptable references used by Wikipedia.

• List the references used at the end of the report. The reference list is not included in the word count.

• All references in the list should be cited in the text.

• Include an in-text citation when you refer to, summarize, paraphrase, or quote from another source.

 

 

La Trobe University, BUS5SMM Assessment Task 3 – tasks and rubric

Page 4 of 5 3 February 2020

Rubric Assessment Task 3: Individual Marketing Case Research and Analysis

Criteria Scale

High Distinction Distinction Credit Pass Inadequate

Introductory pages: Cover sheet (1%)

Table of Contents (2%) Introduction (2%)

The submission has demonstrated perfect identification of all the required items of each section

The submission has demonstrated competence in identifying the required items of each section

The submission has demonstrated a developing approach in identifying the required items of each section

The submission has met the minimum requirement in identifying the required items of each section

The submission has not met the minimum requirement in identifying the required items of each section

Explanation of the action concept and

synthesis it with theories (20%)

The submission demonstrated a perfect identification of the

leadership theories in relation to ‘Performance with Purpose’.

The submission competently identifies the

leadership theories in relation to ‘Performance with Purpose’.

The submission demonstrated a developing identification of

the leadership theories in relation to ‘Performance with Purpose’.

The submission has met the baseline requirements for

identifying the leadership theories in relation to ‘Performance with Purpose’.

The submission has not met the baseline requirements for

identifying the leadership theories in relation to ‘Performance with Purpose’.

Demonstration of

the body of knowledge and ability to extend it to review

(30%)

The submission is a perfect

demonstration of the body of knowledge exceeding the requirement in commenting the management decisions of

three FMCG companies which are using sustainable positioning as a greenwash strategy.

The submission has

demonstrated a competent demonstration of the body of knowledge in commenting the management decisions of three

FMCG companies which are using sustainable positioning as a greenwash strategy.

The submission has

demonstrated a developing approach to the body of knowledge in commenting the management decisions of three

FMCG companies which are using sustainable positioning as a greenwash strategy.

The submission has met the

requirement in demonstrating the body of knowledge in commenting the management decisions of three FMCG

companies which are using sustainable positioning as a greenwash strategy.

The submission has not met

the requirement, nor has it commented the management decisions of three FMCG companies which are using

sustainable positioning as a greenwash strategy.

Identify the sustainable impacts (15%)

The submission has demonstrated perfect identification of the social impacts created by the

three FMCG companies.

The submission has demonstrated competence in identifying the social impacts created by the three FMCG

companies.

The submission has demonstrated a developing approach in identifying the social impacts created by the

three FMCG companies.

The submission has met the minimum requirement to identify the social impacts created by the three FMCG

companies.

The submission has not met the minimum requirement to identify the social impacts created by the three FMCG

companies.

Ability to make recommendations (15%)

The submission has perfectly proposed some recommendations for the three FMCG companies.

The submission has competently met the requirement to propose some recommendations for the three

FMCG companies.

The submission has demonstrated a developing approach in proposing some recommendations for the three

FMCG companies.

The submission has met the minimum requirement to propose some recommendations for the three FMCG companies.

The submission has not met the minimum requirement to propose some recommendations for the three

FMCG companies.

Ability to present a well written and well-structured

report (5%)

An excellent constructed and presented assignment. Free of spelling, grammatical,

punctuation and typing errors.

Well written and presented assignment. Minor spelling, grammatical, punctuation and

typing errors.

Reasonably written and presented assignment. Some spelling, grammatical,

punctuation and typing errors.

A coherent assignment but needs to address numerous errors in presentation including spelling,

punctuation and grammar.

Poorly written and presented assignment. Major spelling, grammatical, punctuation and

typing errors.

Use of credible references and able to reference

correctly (10%)

Excellent reference list which contains a wide range of sources. Presently correctly.

 

Good reference list which contains an adequate range of sources. Odd error in style

 

Reasonable reference list but needed more sources. Some referencing errors.

 

Reference list is limited and needs wider range of sources. A number of errors.

 

Major errors in referencing

 

 

 

La Trobe University, BUS5SMM Assessment Task 3 – tasks and rubric

Page 5 of 5 3 February 2020