• Online – file in a PDF format via Turnitin on Blackboard (You should also submit a zip folder as evidence of
your analytics that can include your Excel spreadsheets, data sets or any other codes in the specified
submission point)
The hand in is electronically via Blackboard, all deliverables shall be labelled with project name, your student’s
name and university number.
The report will be assessed on one or more:
• Understanding of different analytical techniques in functional areas/sectors (e.g., customer retention,
supply chain, e-commerce, cybersecurity etc.)
• Review of relevant literature that addresses the chosen analytical tool and the functional area.
• The models/methodology that you developed for analytics.
• Justification of your competitive strategy and the analytics decisions.
• Consideration of professional, ethical and legal issues.
The report could broadly include the following sections:
• Abstract (Optional)
• Introduction: Introduce the chosen case context, the competitive advantage goals, data set and the
chosen analytical tools and area of application) (5%).
• Case Profile: Briefly describe the context of this business, including the services/products they provide,
their competitive position, market share, and the strategy they need to build a competitive advantage.
(10%)
• Literature review: Refer to the previously published research that addresses the chosen analytical tool
and the functional context. Please cover the essential book chapters and papers listed in the reading list,
then you may add your own reading to support your argument and the analytical model that you adopt.
(20%)
• Research Methodology: 1) Data set and the analytical tool you used to draw your decisions.
2) Analytical Model/approach that you developed to transform the existing business performance to a
more competitive one (this might include data preparation, manipulation, analysis, visualization). (30%)
• Results & Discussion: Explain the results of applying your proposed analytical model on the data set and
explain how this model leads to better results and a more competitive strategy. (20%)
• Conclusions and limitations: Critically Explain how your analytical tool and analytical model would help
your chosen company to achieve their competitive advantage. (10%)
• References: Use Harvard Referencing Style and using the reading list for initial understanding of the key
concepts. (5%)
Late submission of work
Where coursework is submitted without approval, after the published hand-in deadline, the following
penalties will apply.
For coursework submitted up to 1 working day (24 hours) after the published hand-in deadline without
approval, 10% of the total marks available for the assessment (i.e.100%) shall be deducted from the
assessment mark.
For clarity: a late piece of work that would have scored 65%, 55% or 45% had it been handed in on time will
be awarded 55%, 45% or 35% respectively as 10% of the total available marks will have been deducted.
The Penalty does not apply to Pass/Fail Modules, i.e. there will be no penalty for late submission if
assessments on Pass/Fail are submitted up to 1 working day (24 hours) after the published hand-in

deadline.
Coursework submitted more than 1 working day (24 hours) after the published hand-in deadline without
approval will be regarded as not having been completed. A mark of zero will be awarded for the
assessment and the module will be failed, irrespective of the overall module mark.
For clarity: if the original hand-in time on working day A is 12noon the 24 hour late submission allowance
will end at 12noon on working day B.
These provisions apply to all assessments, including those assessed on a Pass/Fail basis.

Word limits and penalties
If the assignment is within +10% of the stated word limit no penalty will apply.
The word count is to be declared on the front page of your assignment and the assignment cover sheet.
The word count does not include:
• Title and
Contents page

• Reference list • Appendices

• Appropriate tables,
figures and
• Glossary • Bibliography illustrations

• Quotes from
interviews and
focus groups.

Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab nonsense
analysis” (Smith, 2011 p.123)] are INCLUDED in the word count.
If this word count is falsified, students are reminded that under ARTA this will be regarded as academic
misconduct.
If the word limit of the full assignment exceeds the +10% limit, 10% of the mark provisionally awarded to the
assignment will be deducted. For example: if the assignment is worth 70 marks but is above the word limit
by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63.

Academic Misconduct
The Assessment Regulations for Taught Awards (ARTA) contain the Regulations and procedures applying
to cheating, plagiarism and other forms of academic misconduct.
The full policy is available at: http://www.northumbria.ac.uk/sd/central/ar/qualitysupport/asspolicies/
You are reminded that plagiarism, collusion and other forms of academic misconduct as referred to in the
Academic Misconduct procedure of the assessment regulations are taken very seriously by Newcastle
Business School. Assignments in which evidence of plagiarism or other forms of academic misconduct is
found may receive a mark of zero.

Mapping to Programme Goals and Objectives
This assessment will contribute directly to the following programme goals and objectives.
Knowledge & Understanding:
• Acquire, interpret and apply specialist functional knowledge in relation to their programme of
study [PLO 7.4.3]
Intellectual / Professional skills & abilities:
• Demonstrate competence in contemporary analytical and ICT applications [PLO 7.1.3]
• Analyse and communicate complex issues effectively [PLO 7.3.1]
• Demonstrate decision making, problem solving and project management skills. [PLO 7.3.2]
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Demonstrate skills of analysis and synthesisin the application ofresearch methodsto the exploration
of contemporary business and management issues. [PLO 7.5.2]
• Reflect on their own ethical values [PLO 7.2.2]