Introduction to the Report
Welcome to the Semester 2 Report for your Business module. This is a 2000 word report, excluding cover page, contents page, References and
Appendices. It is an opportunity to demonstrate what you have learnt about marketing from the module so far and specifically about sales
promotion techniques used by retailers.
Please read this document carefully and make sure you complete all the requirements.
Table of Contents
Introduction to the Report …………………………………………………………………………………………. 1
Table of Contents ……………………………………………………………………………………………………. 1
Background to the Report …………………………………………………………………………………..…….2
Structure and Layout of the Report ……………………………………………………………………………. 2
Margins and white space ……………………………………………………………………………………………………… 2
Format ……………………………………………………………………………………………………………………… 2
Headers
………………………………………………………………………………………………………………………………
………. 2
Footer
………………………………………………………………………………………………………………………………
…………. 2
Submission arrangements for the report …………………………………………………………………… 3
Early Submission of your essay. …………………………………………………………………………………………… 3
Word Limit
…………………………………………………………………………………………………………………………. 3
Your preparation for the Report…………………………………………………………………………………. 4
References (Citations) ……………………………………………………………………………………………. 4
Marking scheme …………………………………………………………………………………………………….. 4
Important Notes …………………………………………………………………………………………………….. 5
What this report is about
This report will enable you to critically analyse the sales promotion techniques used by a well-known retailer. These are the techniques used to
entice customers into the store, to persuade them to buy products when in the store and to build customer loyalty. The retailer should be one of
those visited during our trip (Topshop, Apple Store, Self-Ridges, Nike Town) to Oxford Circus. You will then examine relevant sales promotion
theory. Explore the theory in detail but do not simply describe it. Include a good variety of reputable sources. Finally you will need to make
some recommendations to show you can advise your chosen retailer about how to improve their sales promotion techniques.
A suggested structure would include:
A). Background of the retailer (location of store, size of store, type of product sold etc). 50-100 words max
B). Your own customer experience.
Describe your experience as a customer during your visit to the retailer. Give specific and clear examples of at least 4 different sales
promotion techniques used by the retailer. For example: window displays, store layout, lighting, smell, merchandising of products, pricing,
customer service, loyalty cards etc). You should include up to 4 photos or images to illustrate the points made. Your field notes (notes made
during your trip) should be included in the Appendices. Discuss the effect that each technique had on you as a customer and be critical. For
example, if you did not think the retailer was able to influence you to buy more or sign up for a loyalty card for example, say why. Approx
1000 words.
C). Theory.
Examine the theory about sales promotion techniques used in retail stores. Focus on the techniques you discussed in part B. For example, if you
described Apple’s use of space in their store, you need to explain the theory about use of space in retail stores. Include a good variety of
sources. Approx 400 words.
D) Conclusion 200 words max.
D). Recommendations. Every company can improve its sales promotion techniques in some way. As a consumer and visitor to their store, what advice
would you give? You should link this advice to your findings in part B. Maybe you experienced something in another store that this retailer
could do. May be there is something in the theory section in part C that you think the retailer should do. Make at least two recommendations and
make them as detailed and useful to the retailer as possible – an action plan would work well here. Approx 200-300 words
Layout of the Report
The marking scheme includes some marks for the presentation of the report.
Margins and white space
Your report should be well designed with a 2 inch (5 cms) margin on the right hand edge.
There needs to be clear spaces between paragraphs and you should use paragraph headings where appropriate.
Format
1. Cover page
(Title of report, who it is for, date of completion).
2. Contents page (including numbered headings, numbered subheadings and page numbers)
3. Background of the retailer.
4. Your customer experience. Sales promotion techniques used and critical discussion about their effect on you.
5. Theory about the sales promotion techniques.
6. Conclusion (brief summary of your report)
7. Recommendations (what you think the retailer should do to improve its sales promotion techniques.)
8. References (Harvard Referencing style)
Footer
The footer should show the page number and the number of pages. It should also show the version number (version 1). This is because in business,
such reports may be updated and the version number changed.
Submission arrangements for the Report
Early Submission of your essay
It is possible for you to submit your report any number of times before the deadline date. Only the latest submission will be accepted.
Your report will automatically be processed through Turnitin, which is a system for detecting plagiarism. Turnitin will calculate a ‘score’ for
the report showing the percentage of the report that it considers to be copied from elsewhere.
You are encouraged to submit your report in advance of the deadline to check your Turnitin score and to take action if it appears too high.
The word limit for this report (excluding cover page, contents page and references) is 2000 words. Use the word count facility in Word.
Do not exceed this word limit.
Your preparation for the Report
As part of your preparation for the report you will participate in a trip to visit some well-known flagship retail stores in London. Attendance
and participation in this trip are compulsory. You will need to make notes about each store you visit and describe the sales promotion
techniques used by each one. You should describe the effect these techniques have on you as a customer. You will need to submit your field
notes/photos/transcripts of conversations with sales staff as evidence.
You do not need to spend a lot of time (and words!) describing the background or history of the retailer in your report – a very brief
introduction will suffice.
You have to read up about relevant theory about sales promotion techniques used by retailers.
You must make sure that the essay you write is completely your own words and not written by anyone else, copied from or by other students.
Quotes need to be in “quotation marks”
References (Citations)
You will certainly need to quote or refer to other sources of information on the sales promotion techniques of the chosen retailer. Make sure
you follow Harvard referencing protocols and use a variety of reputable sources. For example, use Business textbooks, choose Government
publications online, which end in .gov, educational publications, ending in .edu, and academic publication ending in .ac.
Use Business journals such as Harvard Business Review and Marketing/Sales Journals for example.
Wikipedia should be used with caution. Although Wiki pages have a wide range of useful information and the pages usually link to further
information, remember that Wikipedia is a constantly evolving encyclopedia and anyone can contribute to it, edit or change it. Wikipedia is not
therefore considered a reputable academic source.
Do not copy or quote other people or sources without making a valid reference to them.
Marking scheme
General format Layout and format of the essay 10%
Technical aspects Table of Contents
References (Citations)
25%
General content Coverage of topic
Appropriate and relevant content, following the brief. 60%
Turnitin Score Less than 20% 5%
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