FACULTY OF BUSINESS MANAGEMENT

BBSG4103
MARKETING MANAGEMENT AND STRATEGY

ASSIGNMENT

January 2017 Trimester

Date Assigned: 07th February 2017

Due Date: 05th March 2017
Lecturer: Mr. GOPI MUTHURAMAN
Weighting: 50%

ANSWER GUIDE
1. This assignment consists of ONE (1) question.
2. This is an individual assignment.
3. The assignment will be evaluated based on accurate
explanations which fulfilled the requirements of the
questions and supported by credible points.
4. The assignment should be 8-10 pages long excluding
references and appendix (if any).
5. You are required to undertake some degree of
research through scholarly articles and other
materials such as newspaper articles available to
support your analysis and evaluation.
6. References in APA style must be included and taken
from reliable sources such as books and journals.
Refer to:
http://www.emich.edu/halle/style_guides.htmlto view
the details and samples of APA style.
7. Plagiarism, copying and cheating will NOT be
awarded any mark, and disciplinary actions will be
taken instead.
8. The cover of the assignment should include details as
in Appendix 1.
9. Completed assignment must be placed on the
Assignment Drop Box located in reception
before 6:00pm of Sunday, 05th March 2017 and
upload a softcopy to Rose Student Portal by
11:59pm of due date.
10. This assignment contributes 40%of the total
marks for the course.
11. If Extensions on Assessment is granted, the
approved assignment extension form (Appendix 2)
should be submitted along with the Assessment.
COURSE CODE AND NAME: BBSG4103 MARKETING MANAGEMENT AND
STRATEGY

ASSIGNMENT QUESTION

PURPOSE
The purpose of this assignment is for students to explore the concepts of
Marketing Management & Strategy by focusing on a particular product and
market.

REQUIREMENT
Choose a product or service of an organization in Maldives and write a report
analysing the marketing strategies organization adopted with regard to the
product or service. You are also requested to provide recommendations on how
those marketing strategies can be improved.
_________________________________________________________________________

[50 MARKS]
 ATTACHMENT
ASSIGNMENT RUBRICS
BBSG4103/ MARKETING MANAGEMENT AND STRATEGY/January 2017
Low Fair Above average Excellent
Max
Weig
Criteria 0 1 2 3 4 Mar
ht
ks
Introduction of the 1 No proper Poor introduction of The introduction The introduction Written a very
organization and the introduction of the the organization and included some included almost all good introduction 5
product / service organization and product / service aspects of what is aspects of what is of what is needed
chosen product / service chosen needed in the needed in the in the assignment
chosen assignment assignment
Analysis on 2.4 Did not include Wrote briefly on Only segmentation Segmentation and Excellent Analysis
Segmentation & segmentation or segmentation and or target market was target market was on target 12
Identification of Target target market target market analyzed well Analyzed marketing and
Market segmentation
using correct
terms and
concepts
Analysis on Market 1.6 Did not analyze Poor analysis of Discussion on Discussion on A very good
Positioning market positioning market positioning Market positioning Market Positioning discussion on 8
included some included almost all Market positioning
aspects of what is aspects of what is using correct
need in the need in the terms and
assignment assignment concepts
Analysis on Marketing 2 No discussion on Limited / poor Discussion on Discussion on A very good 10
Mix Tools Marketing Mix Tools discussion on the Marketing Mix tool Marketing Mix tool discussion on
marketing mix tools included some included almost all Marketing Mix tool
aspects of what is aspects of what is using correct
need in the need in the terms and
assignment assignment concepts
Recommendation 2 No recommendation Poor Recommendations Realistic Excellent
recommendations on on how the recommendations recommendations 10
how the organization organization could with good with good
could improve its improve its connection to connections to the
marketing strategy. marketing strategy. issues identified in issues identified in
analysis. the analysis using
correct terms and
concepts..
Presentation of the 1 Poor report format Does not follow APA Some formats are Most formats are All formats are 5
assignment in report and no referencing format and available with some available and most available with
format with good referencing style. APA referencing APA referencing correct APA
grammar, References , style. observed referencing style.
citations and without
spelling mistakes
Total points 10 50