BBM 131 Principles of Marketing

Tutor-marked Assignment 1
(TMA 1 15%)

Instructions:

1. This assessment covers topics you have learnt in Unit 1. This is

an individual assignment. No duplication of work will be
tolerated. Any plagiarism or collusion may result in disciplinary
action.

2. Answer ALL the questions.

3. Please write your answers in short essay format. Do not answer

in point-form, unless the question mentioned List or State.
You dont have to write sections of introduction or conclusion in
your answers. Just answer directly to what the question is
asking.

4. The total marks for TMA 1 is 100 and this contributes 15%
towards the total grade of the course.

5. The deadline for the submission of TMA 1 is Tutorial 2. Please

submit your answers to your tutor.
Question 1

a) Dramatic changes are occurring in the marketing area.

Discuss FOUR (4) major trends and forces that are changing
the marketing landscape in Malaysia. What is the main factor
that binds all these major trends and forces? (25
marks)

b) Marketing management can adopt any five competing market

orientations. Discuss all FIVE (5) marketing orientations.
Give specific example of Malaysian companies for each of the
marketing orientations. (25 marks)

Question 2

An old friend of yours has a small company that manufactures

canned food.Recently he has sought your advice on company
wide strategic planning for his company. As a marketing
professional, how would you explain to your friend the concept
of company wide strategic planning and its FOUR (4) steps?
Explain to your friend in relation to his business.

(50marks)
 BBM 131 Principles of Marketing
Tutor-marked Assignment 2
(TMA 2 15%)

Instructions:

6. This assessment covers topics you have learnt in Unit 2. This is

an individual assignment. No duplication of work will be
tolerated. Any plagiarism or collusion may result in disciplinary
action.

7. Answer ALL the questions.

8. Please write your answers in short essay format. Do not answer

in point-form, unless the question mentioned List or State.
You dont have to write sections of introduction or conclusion in
your answers. Just answer directly to what the question is
asking.

9. The total marks for TMA 2 is 100 and this contributes 15%
towards the total grade of the course.

10. The deadline for the submission of TMA 2 is Tutorial 3.

Please submit your answers to your tutor.
 Question 1

a) Suppose you and your friend wanted to start a company

that markets organic food products in Malaysia. Describe
the variables in macro and micro environment you would
like to consider before you begin production.

( 50 marks)

b) The characteristics of a new product affect its rate of

adoption. There are five characteristics that are
important in influencing the adoption rate of any
innovation. Indicate how each of these characteristics
would affect our adoption of a hybrid car.
(25 marks)

Question 2

Assume that you are the Senior Manager in the Procurement Department
for Vitae Sdn. Bhd that produces instant noodles. Describe to your new
subordinate what is business buying process and explain the stages of the
business buying process when the company needs to purchase flour.
(25 marks)
 BBM 131 Principles of Marketing
Tutor-marked Assignment 3
(TMA 3 20%)

Instructions:

11. This assessment covers topics you have learnt in Unit 3.

This is an individual assignment. No duplication of work will be
tolerated. Any plagiarism or collusion may result in disciplinary
action.

12. Answer ALL the questions.

13. Please write your answers in short essay format. Do not

answer in point-form, unless the question mentioned List or
State. You dont have to write sections of introduction or
conclusion in your answers. Just answer directly to what the
question is asking.

14. The total marks for TMA 3 is 100 and this contributes 20%
towards the total grade of the course.

15. The deadline for the submission of TMA 3 is Tutorial 4.

Please submit your answers to your tutor.
Suggested Tasks:

1. Choose an education institution that you are familiar with, preferably well known
education institution so it will be easier for you to find information. (Yes. You can
choose to study Wawasan Open University if you want to).
2. Once you have identified the education institution try to find as much information
as you can through their website, brochures, advertisement and so forth.
3. Next answer the questions as below.

Question 1.

i) Briefly describe the vision and mission of the chosen education institution.
(5 marks)

Question 2

i) Explain what is target marketing and target market. Briefly explain THREE (3)
target marketing strategies that an organisation might pursue. (20 marks)

ii) Can you identify the target markets for the institutions undergraduate degree
programmes? Identify and describe THREE (3) target markets.
(12 marks)

iii) What other TWO (2) possible market segments that they could target? Justify
your answers. (8 marks)

Question 3

i) Explain the concept of product positioning.

(2 marks)
ii) Describe the concept of value proposition. What are the five winning value
propositions on which companies can position for their products?
(17 marks)
iii) How does this institution position itself? Justify your answers. (6 marks)
Question 4

Analyse who are their competitors? Name at least 2 competitors. (6 marks)

Question 5

Analyse the education institutions branding strategy

i) Analyse and explain any FOUR (4) of elements of branding

guidelines that seem to have been used in selecting the brand
name.
(12 marks)

ii) How would you improve on their current positioning ?

(12 marks)