Master of Business Administration
Student Details ( Student should fill the content)
Name
Batch Number
Student ID Cardiff Met ID : ICBT ID :
Scheduled unit details
Unit code MBA 7003
Unit title Marketing Assignment WRIT 1
Assignment Details
Nature of the Assessment Assignment
Topic of the Case Study GIVEN
Learning Outcomes covered YES
Word count 3000 words
Due date / Time 10th February 2020
Declaration
I certify that the attached material is my original work. No other person’s work or ideas have
been used without acknowledgement. Except where I have clearly stated that I have used
some of this material elsewhere, I have not presented it for examination / assessment in any
other course or unit at this or any other institution
Signature Date
Result (Assessor use only)
Marks by 1st Name & Signature of the 1st Agreed
Assessor Assessor Mark
Marks by IV: Name & Signature of the IV
For Office use only (hard copy assignments)
Receipt Received by
date
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Master of Business Administration
Assignment Type & Title:
For student use: Critical feedback on the individual progression towards achieving the
assignment outcomes
For 1st Assessor use: Assessment feedback
Strengths
Area for improvements
Name & Signature of the Date
Assessor : :
Comments by the IV
Date
Name & Signature of the IV:
:
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Master of Business Administration
Marketing MBA 7003
Assignment writ 1 (Individual work)
Word limit: 3000 words
Weighting of assessment: 50% total marks
Learning Outcomes Covered
Understand the role and function of marketing in a variety of market and
organizational contexts.
Critically evaluate and utilize marketing research data and methods to a given
market situation.
Understand and apply the principles of organizational and environmental audits to
inform marketing strategies, decisions and objectives.
Develop and justify a marketing plan and mix for a given target market.
The Assignment Brief
Select a brand of your choice and evaluate the current marketing strategy, i.e. where
are they now and how is it performing with reference to Key Performance Indicators
(KPIs) in comparison to the objectives set. Clearly identify the key marketing issues
faced by the brand. Develop a strategic marketing plan for this brand for the next two
years that will set this brand apart from competition and grow top-line, bottom-line,
and market share while delivering superior consumer value compared to competition.
Remember, you also need to address the key marketing issues identified above as part
of your marketing plan. Students are expected to submit a fully-fledged marketing
plan including objectives, strategies; Segmenting, targeting, and positioning,
implementation details with time frames, budget required, and expected results (Key
performance indicators based on marketing objectives). The students are required to
submit volume and value forecasts, profitability and market share forecasts, together
with projected financial statements along with assumptions to justify their plan.
Marks will be strictly awarded on the basis of the practicality of the marketing plan
and its potential to deliver expected results, i.e. the marketing objectives set out in the
plan.
Note: Students are required to carefully the review the tutorial provided “Elements of
a good marketing plan.”
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Master of Business Administration
Marking criteria
1. Demonstration of relevant knowledge/understanding of the current position of
the brand (10%). This section includes a good understanding of the market
(Category that the brand competes, market size (volume and value), growth,
consumer behavior and competitor analysis, and pricing, profitability, and
value propositions and market shares of competitors, and your brand. Also its
present positioning compared to competition).
2. Construction of the PLEST & SWOT analysis and identification of workable
opportunities (15%). Remember, opportunities need to be quantified.
3. Quantification of opportunities via setting marking objectives (15%).
4. Strategy development and justification. This part includes segmenting,
targeting and positioning (STP) (40%). Clearly demonstrate how you propose
your chosen brand take advantage of unmet consumer needs or satisfy
consumer needs better than existing competitors. You will need use secondary
marketing research data to justify your recommendations.
5. Development of an execution plan and marketing budget (10%).
6. Identification of KPIs and suggested plan for performance management.
(10%).
Very important
You must use Harvard Referencing system throughout your work. Correct in-text
referencing is required and a full and correct reference list needs to be provided.
Please note for academic acceptance, it is important to refer to adequate sources in
building critical arguments with regard to this assignment. Generally, the lecturer
expects minimum of 20 latest sources from accepted recommended journals, required
reading and recommended readings. For a list of required and recommended reading,
please refer the “Module Specification” section of the student handbook.
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Master of Business Administration
REPORT STRUCTURE
Paper Size : A4
Word Count : 3000 words
Printing Margins : LHS; RHS: 1 Inch
Binding Margin : ½ Inch
Header and Footer : 1 Inch
Printing : Single Sided
Basic Font Size : 12
Font Style : Arial/Times New Roman
Presentation : Bound Document
Important Information for Students
A hard copy spiral bound document must be submitted to the postgraduate
department and the softcopy of the assignment should be uploaded to ICBT SIS on
or before the deadline. In addition to this the softcopy of the assignment should be
uploaded to the TURNITIN via Cardiff Met Moodle. Students must upload the
softcopy before the hardcopy submission. The submission of hardcopy and
uploading of softcopy must take place on or before 04.30 pm on the submission day.
Please log on to www.icbtsis.lk to upload your assignment.
For TURNITIN submission please log on to www.cardiffmet.ac.uk and submit
through the Moodle (For more information please check your MBA handbook).
Uploaded softcopy should be named as MBA-(subject number) (followed by the
Cardiff met student ID.
E.g. for Delivering Successful Projects Assignment
MBA-7024 -2000000
Students are expected to keep a backup of all the assignments. ICBT and Cardiff
Metropolitan University have all the right to re call for soft copy of any assignment
at any time during the course.
Please note that plagiarism is treated as a serious offence and therefore the work
you produce must be individual and original although may work in groups in some
instances (Please refer to Student Handbook on Plagiarism & Cheating).
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Master of Business Administration
All sources of information must be referenced using “Harvard referencing” where a
reference listing should be included at the end of the assignment.
Please note that the submission date given for this assignment is the final date that
you can upload the assignment. No late submissions are allowed by the system.
(Please refer to the Student Handbook on Assessments - Late Submissions).
Please refer to Student Handbook on Assignments – Re-submission, mitigating
circumstances procedure.
Please include the assignment coversheet in your answer. Please avoid copying
assignment question in your answer file.
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