APRIL 2015 SEMESTER

School of Business & Accountancy

(Diploma in Business Studies)
BRAND & MARKETING MANAGEMENT
(008025, 007963, 008564)

Assignment/Project Title: Integrated Group Project

Assignment/Project should specify the following:

Aims/Objectives of Assignment/Project

Project Task Description and Requirements

Assessment Criteria

INTEGRATED GROUP PROJECT (20%)

BRAND & MARKETING MANAGEMENT (BMM)
ACADEMIC YEAR 2015/2016 (APR Semester)

1. Objectives:
On completion of the project, students should be able to:
A. gain an insight into the business of the enterprise or product line they are assigned
to work with, incorporating the Realistic Experiential & Applied Learning, in short
REAL approach (planning and implementing a marketing plan for real
products/services) while fulfilling the course objectives.
B. propose a coherent marketing plan (incorporating the sales management plan and
marketing communication plan, supported by the findings from primary and
secondary research) through a deep understanding of brand equity created from a
branding process, together with the challenges of the various marketing
applications.
2. Scope and Task:
1.
2.

3.
4.
5.

6.
7.

Form groups of 4-6 students so that there will be a total of 3 or

4 sub-groups per tutorial class or Business Unit (BU).
Conduct a thorough secondary research on the partner
company and the target product line. Students need not restrict themselves to textbased research materials. Where information is restricted and/or difficult to obtain,
reasonable and well-considered assumptions will be accepted.
Attend a company briefing and product training session as
arranged by the lecturer.
Plan and conduct the primary research to assess market
conditions, competitor study and consumer insights, etc.
Apply the appropriate theories learnt, and incorporating the
findings from the primary and secondary research conducted under the module
Marketing Research, students are to construct an integrated marketing plan
(incorporating brand management, marketing communication plan and sales
management plan) based on the agreed budgets after discussing/negotiating with
the business decision-maker(s) or departments involved.
Relevant marketing and creative business collaterals, mockups, media should be used whenever appropriate to enhance the presentation
pitch.
Each sub-group is given a maximum of 40 minutes (for 3
modules) to present their final integrated Marketing Plan for the business partners
product line.
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8.

Tutors from Brand & Marketing Management, Marketing

Research, Marketing Communication and Sales Management together with the
business partner will also be present at the Marketing Plan Presentations for
respective grading as well as evaluation of the various sub-groups.

Note: Diplomacy is to be observed throughout the various stages when dealing with
the organizations and/or authorities involved. The approved budget is only for the
purpose of this academic exercise, which may or may not necessarily be an actual
implementation consideration for the business in discussion.
3. Student Types:
There are three types of students doing BMM.
1.

Full marketing option students

These students study all the four core marketing modules, among others,
consisting of Brand & Marketing Management (BMM), Marketing Research
(MRSH), Marketing Communication (MCOM) and Sales Management (SM) during
semester one. Their presentations and reports (marketing plans) shall therefore
include all the four said modules, unless otherwise stated. They are required to
execute and manage their marketing plan during semester two including branding,
marketing communication and sales management for their respective businesses.

2.

Dual option students, i.e. marketing option in first semester with another option,
e.g. International Business, in second semester.
These students also study all the four core marketing modules, among others,
consisting of Brand & Marketing Management (BMM), Marketing Research
(MRSH), Marketing Communication (MCOM) and Sales Management (SM) during
semester one. However, their presentations and reports (marketing plans) may
include only three of the four modules, i.e. excluding SM. It depends on the nature
of their assigned businesses, e.g., a healthy lifestyle campaign at national level,
makes it difficult for them to implement any meaningful sales management plan on
a class basis. Furthermore, these students will not be required to execute their
marketing plans in semester two as they will move on to other non-marketing
options. Thus, it is possible that these students should carry out separate SM
projects without integrating with the other three modules for their marketing plans.
However, knowledge on SM covered under BMM should still be included in their
marketing plans.

3.

Marketing Communication option students

These students are only studying BMM and MRSH modules, among others.
Consequently, their integrated presentation and reports (marketing plans) will be
heavy in content on BMM and MRSH. Basic knowledge relating to the other two
modules, i.e. MCOM and SM covered under BMM, is expected to be included but
to a lesser extent vis--vis the marketing students.
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4. Content of Presentation:
The presentation should cover (but NOT Limited to):
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Mission
Corporate Objectives
Marketing Audit
Market Overview
SWOT Analysis
Assumptions
Marketing Objectives and Strategies
Estimated expected results and identification of alternative plans/mixes
Budget
First-year Detailed Implementation Programme

5. Assessment Criteria for Presentation:

Goal Setting
Mission & Corporate Objectives
Situation Review
Marketing Audit & Research Findings
Market Overview & SWOT Analysis
Planning Assumptions
Strategy Formulation
Marketing Objectives
Marketing Strategies
Resource Allocation & Monitoring
Estimated Result & Alternative Plans
Budget & Forecast
First-year Implementation Program
Creativity
Presentation Skills & Attitude (Individual)
Total

2 marks
10 marks
10 marks
3 marks
3 marks
30 marks
3 marks
3 marks
3 marks
8 marks
25 marks
100 marks

6. Weightage:
20% of aggregate BMM module score.
7. Deadline for Submission and Presentation:
Integrated Presentation is scheduled on the week of 3-6 August 2015.
Each group is to do a 30 to 50 minutes professional presentation in class.
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(30 minutes for 2 modules, 40 minutes for 3 modules, 50 minutes for 4 modules.)
Each and every member of the group is to participate in the presentation.
All module tutors/advisor and business partner will be present.
No lateness will be tolerated. Marks will be deducted accordingly which may result in
failure.
Please submit the following during presentation:
- Softcopy and Hardcopy (one copy to each tutor and business partner)
- Peer Assessment Form (individual copy to advisor)
Late submission will be deducted 5 marks for every half a day of lateness.

Prepared by:

Kevin Chua

Date: 15 April 2015