This assessment is worth 10% of your marks in Phase 3.

The Task

In an essay of no more than 1500 words, discuss using relevant theory the marketing lessons from the failure of Silverjet.

Learning Objectives
This task will help you to:

• Structure an academic argument
• Understand different approaches to supply and demand
• Collect, evaluate and use information from published sources to support an argument
• Develop your written voice as an academic
• Use appropriate referencing

Resources

Rather than the usual MUST, SHOULD, COULD criteria, at the end of this document is what is referred to as a rubric, which is used for marking. You should use this to guide you, especially in the last week before submission to
check that you have met the criteria for the grade that you want to achieve. If you do not have mitcircs in place, you can only achieve a maximum of 40% on this submission.

In addition, you will find the following of use:

• The chapter on “Individual Decision-Making” in Volume One and the chapters on “Pricing Strategies; Understanding and Capturing Customer Value” and “Demand and the Consumer” which you will find in Volume Two of the textbook
• Information in the Study Hub on essay writing and referencing
• Supporting information in the Weekly Learning Block including the case study “Silverjet: a fallen star”.

Notes

We will be checking similarity on this assessment. Essays with high similarity will be reported as an Academic Concern.