Professional Documents
Culture Documents
MARKETING
MANAGEMENT
23rd Aug 2016
Marketing Management
http://www.bsccolombo.edu.
Merit
40% - 59%
Pass
Below 40%
Fail
MARKETING RELATED
MODULES
Marketing
Managem
ent
Internation
al
Marketing
Managem
ent
ASSIGNMENT GUIDELINES
Craft a Management Report of 4000 words
Produce a comprehensive work piece as a 100%
assessment
Follow report formatting (Font Times New
Roman, Headings 13 size, Body Text 12 size &
Line Spacing 1.5)
Number chapters & headings (1.0 Introduction,
2.0..)
Label tables and figures (Table/Figure Chapter
ASSIGNMENT GUIDELINES
Maintain work originality & avoid any case of
plagiarism
Include relevant & reliable information as
supporting evidence
Source information from a variety of valid means
(academic text books, journal articles, business
magazines and more)
Follow Harvard Referencing System (Citations
within the report & Reference list at the end of
the report)
Include relevant business examples to support
your answers
nd
ASSIGNMENT SCENARIO
As a Marketing Consultant, imagine that you have
been approached by the Board of Directors of a
company of your choice to advise them on their
future marketing direction. They are unsure as to
what is meant by Value Based Marketing. In any
event, the Directors are keen to promote the
following theme throughout their organisation:
Developing Marketing Strategy for Business
Resilience and Sustainability".
You are required to present to the Board with a
written report covering the following tasks as
depicted in the assignment instructions.
ASSIGNMENT SCENARIO
In understanding the key terms of the scenario:
Marketing Manager Analyze & propose
Board of Directors Top Management &
Strategic
Organisation Employer or preferred
organization
Marketing Direction Way forward
Written Report Management report
GENERAL INFORMATION
In attempting your assignment,:
Select a real business/entity as your
organization
Focus on a single product or range of products
Ensure you have access or can get information
about the selected organization
Establish relevant assumptions and limitations
Follow the given assignment outline
Combine theory, practice and application
ASSIGNMENT STRUCTURE
MARK ALLOCATION
1.0 Introduction
250 words
2.0
Situational Analysis
600 words
3.0
Marketing Objectives
200 words
4.0
Market Segmentation
400 words
5.0
Marketing Strategy
800 words
6.0
Marketing Mix
1300 words
7.0
Implementation
200 words
8.0 Conclusion
250 words
1.0 INTRODUCTION
Company Background
Selected Product
Industry & Market Position
Terms of Reference (i.e chapters of the report)
Research & Sources of Evidence
Assumptions/Limitations
*One page with 250 words & relevant
images
SITUATIONAL ANALYSIS
600 words
S
O
INTERNAL
EXTERNAL
MARKETING OBJECTIVES
200 words
Where do we
want to go?
MARKET SEGMENTATION
400 words
PROFILE 1
PROFILE 2
PROFILE 3
4.3 POSITIONING
Design a new competitive positioning
Value Proposition
Positioning Statement
Hint State the existing value proposition and
propose a new set of benefits based on the
situational
review findings and evaluation of
value proposition with its leading competitor.
MARKETING STRATEGY
800 words
STRATEGIES
Market
Penetration
Competitive Pricing
Modern Trade
Channels
Sales Promotions
Customer Loyalty
Technology
Innovations
Product
Development
Value Additions
New Product
Development
Market
Market Coverage
MARKETING MIX
1300 words
6.1 PRODUCT
Propose and justify the product/service for the
next three years to achieve marketing objectives
and implement value based marketing strategies:
Product/Service classification
Stage of PLC
Features
Brand
Additions/amendments
6.2 PRICE
Propose and justify the price for the next
three years to achieve marketing objectives
and
implement value based marketing
strategies:
Price
Pricing Strategy
Price Promotions
6.3 PLACE
Propose and justify the place for the next
three years to achieve marketing objectives
and
implement value based marketing
strategies:
Distribution Channel
Intermediaries
Points of Sales
Market coverage/Distribution Strategy
6.4 PROMOTION
Propose and justify promotion for the next
three years to achieve marketing objectives and
implement value based marketing strategies:
Promotion Strategy (such as Push, Pull or
Profile)
Marketing Campaign
IMPLEMENTATION
200 words
7.0 IMPLEMENTATION
7.0 IMPLEMENTATION
Define the concept of Implementation
CONCLUSION
8.0 CONCLUSION
REFERENCES
This is only an example, list down your own list of
references
Complet
e Report
Variety of Sources
Harvard Referencing
Research
&
Referenc
es
Report
Writing
Management
Report
Formatting
RESOURCES FOR
READING
Books at BSC Library
Google ebooks
Google Scholar
Journal Databases
IMPORTANT
INFORMATION
Submit assignment ONLINE on 22nd Sep
2016 BEFORE 11.59pm local time
Ensure similarity (plagiarism) is below 10%
Refer Student Handbook, MBA Handbook,
and academic regulations available on the
student portal
Speak to Ms. Amali, Student Administrator
related to any submission matters
Speak to Mr. Sanjaya, Head of IT related to
any student portal matters
GUDIANCE
For any queries & clarifications:
Contact local tutor on
nilusha.gallage@lsclondon.co.uk
&
State Email Subject: Group 46, MM
THANK YOU
GOOD LUCK &
Submit your assignment ONLINE
On 22nd Sep 2016 BEFORE
11.59pm local time