BMMK5103/USTY/MAY16/A-KK

OUM BUSINESS SCHOOL

ASSIGNMENT SUBMISSION AND ASSESSMENT

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BMMK5103
MARKETING MANAGEMENT
MAY 2016
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INSTRUCTIONS TO STUDENTS

1. This assignment contains question that is set in English.

2. Answer in English only.

3. Your assignment should be typed using 12 point Times New Roman font and 1.5 line spacing.

4. You must submit your hardcopy assignment to your Facilitator according to the due date.

5. Your assignment should be prepared individually. You should not copy another person’s assignment.
You should also not plagiarise another person’s work as your own.

EVALUATION
This assignment accounts for 60% of the total marks for the course.

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ASSIGNMENT QUESTION

OBJECTIVES:

The objectives of this assignment are:

1. To prepare a practical marketing plan for a company of your choice.
2. Conduct the necessary studies and analyses which to be included in the marketing plan.
3. Recommend the appropriate segmentation, targeting and positioning (STP) and marketing mix
strategies, implementation, evaluation and control to realise the marketing goals set in the
marketing plan.

INSTRUCTIONS:

Select a mobile phone manufacturer such as Samsung, iPhone, OPPO, LG, Xiaomi, Asus, Lenovo,
OnePlus, Huawei, Acer, Honor etc, OR an airline like AirAsia, Malaysia Airlines, Singapore Airlines,
Emirates Airline, Scoot, Tigerair etc. Prepare a practical marketing plan for the chosen company to
achieve its marketing goals.

The marketing plan should includes the following components:

Preliminary Executive Summary

Table of Contents
Body
1. Company background
2. Situation analysis
3. SWOT analysis
4. Marketing goals and objectives
5. Segmentation, Targeting and Positioning (STP)
6. Marketing strategies (4P)
• Product
• Price
• Distribution channels
• Promotion
7. Implementation, Evaluation and Control
8. Summary
Supplementary References
Appendices

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*Mark allocation:

Item no Components Marks

1 Executive Summary 5
2 Company background 5
3 Situation analysis 15
4 SWOT analysis 10
5 Segmentation, Targeting and Positioning (STP) 15
6 Marketing goals and objectives 10
7 Marketing strategies 20
8 Implementation, Evaluation and Control 10
9 Summary 5
10 Format (References, Writing) 5
TOTAL 100

Assignment Format:

a) Use 1.5 space and 12-point of Times New Roman font.

b) The assignment should contain about 3000 – 5000 words (15 – 20 pages)
c) Provide reference using the American Psychological Association (APA) format
d) References should be from year 2008 onwards.

Notes:

• Assignments should be submitted according to the due date.

• Plagiarism is not acceptable. If you are not sure what is meant by plagiarism, refer to the various
websites which discuss this matter, e.g. owl.english.purdue.edu/handouts.