MKT101 Principles of Marketing

INDIVIDUAL ASSIGNMENT
Please choose ONE topic to write an 1500 word essay
1. Define the marketing environment for a company of your choice. Keep in mind that a companys
marketing environment consists of the actors and forces outside marketing that affect
marketing managements ability to build and maintain successful relationships with target
customers. Provide your recommendations for the company to proactively response to
environment.
2. Observational research involves gathering primary data by observing people, actions or
situations. Do your own observational research for a company/product that you choose
following the steps of marketing research. Report your result and analyse the advantages or
disadvantages relating to the method. Do you see any potential ethical conflicts with its use?
3. Choose 2 real companies/products in one same sector. You should select no more than 3 topics
discussed in the textbook to analyse and compare these two competitors. Provide your
recommendationsfor both firms base on your findings.
General Requirement:
The individual assignment should be 1500 words in length (10%, excluding the appendices). The essay
should be written in appropriate academic style with clear and concise outline and strong supporting
arguments for your ideas. Therefore, a sharp introduction and conclusion are necessary; paragraphs
rather than bullet points should be used.
Number of words must be written at the end of the essay.
Send an electronic copy of your assignment to Ms Do Thi Huong at huongdt@fpt.edu.vn
Due date: 11:59pm on 11 July, 2014.
A deduction of 10%of the assignment mark will be applied for each day of late submission.
Reference:
Plagiarism is considered academic misconduct and, as such, will be severely penalised. Plagiarism
involves using the work of another person and presenting it as ones own. Acts of plagiarism include
copying parts of a document without acknowledging and providing the source for each quotation or
piece of borrowed material. Similarly, using or extracting another persons concepts, experimental
results or conclusions, summarising another persons work or, where, there is collaborative preparatory
work, submitting substantially the same final version of any material as another student constitutes
plagiarism. It is your responsibility to make sure you acknowledge within your writing where you have
sourced the information, ideas and facts etc.
Therefore, if you are going to use somebodys ideas, rewrite them in your own words and include a
reference list (list of all documents, books, journals, websitesthat you use to write the report) at the
end of your report. Harvard referencing style is recommended.
Marking Criteria
Criteria Point(s):
- Analyse companies situation 40% Outline and structure 10%
- Application of theory 40% Creativity and Critical 10%