Marketing Management (BUSS-B-2011) -Fall-2020-CW
1-QP
IN SEMESTER (INDIVIDUAL) ASSIGNMENT Module
Code: BUSS B.2011 Module Name: Marketing Management Level: 2 Max. Marks: 100
Instructions to Student
∙ Answer all q
uestions.
∙ Deadline of submission: 23/11/12020 23:59
∙ The marks received on the assignment will be scaled down to the actual weightage of
the assignment which is marks
∙ Formative feedback on the complete assignment draft will be provided if the draft is
submitted at least 10 days before the final submission date.
∙ Proposal submission the latest by 4/11/2020
∙ Feedback after final evaluation will be provided by 7/12/2020
Module Learning Outcomes
The student achieves the following LOs by completing the assignment successfully
1. Show an understanding of the nature of and the main influences on consumer behaviour. 2.
Demonstrate the impact of the environment on marketing decisions, analyse, and apply
marketing concepts and techniques effectively.
3. Demonstrate knowledge of the concepts and methods of market segmentation, targeting
and positioning.
Assignment Objective
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Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
The aims to provide a basic understanding of the nature, scope and purpose of marketing in an
organization, to identify the main theoretical concepts behind the practice of marketing,
Assignment Tasks #1
Submit a work proposal for this assignment or before 04/11/2020 (23:59) which must
include: • Understanding of deliverables – a detail description of deliverables.
• General overview of proposed plan – initial understanding of solution to task two. • Timeline
for completion of the given tasks and two journals as a references The work proposal must be
submitted in a word file through the link available in Moodle. (5 Marks)
Assignment Tasks #2
INDIVIDUAL WRITTEN REPORT
Hakeem and Nader are two enterprising youths. They graduated from University of Mexico last year
with degrees in Marketing Management. They thought instead of taking up a job, they would launch a
franchise company called “Guarana Antarctica” specialized in flavored soft drink. Having learnt of the
future of soft drink business, a wealthy investor has decided to invest in their business. Hakeem and
Nader have now set their sights high. Starting distributed the product in South America; they aim to
expand their business in the GCC. However, the market competition seems to be tough as there are
bureaucratic procedures in the chosen country market to start a business.
Task:
Students should work individually in preparing the marketing plan from the company Guarana and
should conduct a research about one from any country within GCC economic and the business
environment for Soft drink businesses write a report and present main findings as full details Marketing
Plan. You will conduct background research (secondary research – journal articles, industry magazines,
websites, news reports) into the product area, the chosen market, conduct a PESTEL analysis one of the
GCC Market and outline major elements of the environmental analysis. You will be required to
understand the potential consumer market to identify a target market (through the segmentation
process).
(95 Marks)
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Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
The Plan should include the following sections:
• Executive Summary
• Marketing objectives
• Consumer Behavior analysis
• PESTEL analysis
• Business Portfolio analysis
• Marketing strategies:
Market Segmentation Strategy
Market Growth Strategy
4Ps
• Evaluation and recommendations
(Approximately 1,500 words)
Rules & Regulations:
∙ All resources should be cited using CU Harvard style.
∙ The final assignment must have a Title page, Table of Contents, References/ bibliography using CU
Harvard Style and page numbers.
∙ Title Page must have Assignment Name, Module name, Session, your name, ID, and the name of
the faculty.
∙ Softcopy in word format is to be submitted through Turn tin link on Moodle. ∙ Viva will be
conducted after the assignment submission as per the dates informed earlier.
Guidelines:
∙ Assignment must be computer typed.
Font – Times New Roman
Font – Style – Regular
Font – Size – 12
Heading should be with Font Size 14, Bold, Capital and Underline.
∙ You can refer books in eLibrary or use internet resource. But you should not cut and paste material
from internet nor provide photocopied material from books. The assignment answers should be
in your own words after understanding the matter from the above resources.
Marking criteria:
MEC_AMO_TEM_035_02 Page 3 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
Marks
Executive Summary 5 Marketing Objectives 5 Consumer Behavior 10
PESTEL analysis 10 Business Portfolio Analysis 10 Marketing StrategiesMarket Segmentation strategy 10 Market Growth Strategy 10 4P’s 10
Evaluation and recommendations 10
Presentation of Report (Format , In Text
Citations & Referencing
5(Format) & 10 (Citations and
Referencing)
Proposal 5
Assessment Evaluation Criteria
Marketing Management (BUSS-B.2011) CW 1 marking Rubrics Fall 2020
Does Meet
Expectation
(0-1)
Evaluation Area
Executive
Summary ( 5
Marks)
rationale has
been discussed
well. The
Developing
very well
described. The
rationale of the
Meet
Expectations
(2-3)
The summary
(3.5-4)
has a
satisfactory
The key activity The summary
description. The of the project is
describes what describes what
the project is all the project is all
about in
about in clear
clear terms. It terms. It justifies
Proficient
Mark
Awarded
(4.5-5)
The summary
MEC_AMO_TEM_035_02 Page 4 of 15
Evaluation
Areas
Marketing
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
aspects have
work in a very aspects are
been described convincing
impressively
discussion on
quite well. Key manner. The
identified and
methodological
results have
methodological described.
aspects has
been discussed aspects are
Finally,
key
followed the
precisely and
results
have
impressively
format well. Key
systematically. identified and
been presented
results have been
Student has
in
a
very
described.
presented in a
designed
meaningful and
Most but not
systematic way.
systematic way.
objectives
all SMART
Objective are not
All
SMART
principles are
related to the plan drawing on a
principles
are
number of
used. The
and result of the
SMART
intended result adopted. Solid
objective will not
explanation on
principles but
are provided
be achieve
intended
no intended
the work in a the
project is
result on what very convincing result on what
adequately
to achieve
manner.
The will the plan will
explained.
methodological achieve.
Methodological justifies the
Objective( 5
objective will SMART
Most but not principles are
Marks)
not be achieve. principles but all SMART
adopted. Solid
Does Meet
Developing
no
principles are explanation on
the
intended
result
Expectation
used. The
(2-3)
on
(0-1)
intended result intended result
what to
are provided. on what will
the plan
achieve.
Proficient
Meet
Mark
Student has
Objective are designed
Awarded
(4.5-5)
Expectations
not related to objectives
the plan and drawing on a (3.5-4)
result of the
number of
All SMART
MEC_AMO_TEM_035_02 Page 5 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
no explanation (7-8)
with two
and clear
buying
Describe in
evidences.
depth the buyer behavior
criteria and
behavior in
give full
chosen GCC
countries and analysis and
Evaluation
examples of the
give full
Areas
Developing (4-6) understanding decision
but lack of
making as well.
Consumer
Briefly
evidence and did Journal
Behavior
describe the
not answer fully. Citations are
Analysis (10
buyer
Journal citations provided as
Marks)
behavior
are provided as well.
and with
well.
only one
will
criteria and no achieve..
Does not meet journal citations
Mark
provided.
expectations
Awarded
Proficient
(1-3)
(9-10)
The consumer
Describe in
behavior is not
Meet
depth the
complete, no
Expectations
buyer behavior
journal citations
PESTEL
PESTEL
PESTEL(10) Question analysis are provided analysis, but did not
are not answer fully but no
mention on how it
and
journal
can
does not meet the
citations
effect and how
learning outcome.
and also no fully
organization need to
The explanation is
pay attention on it.
mention
not correct and
the reason and not Journal
failed to explain the logic
Citations
concept with
provided.
examples.
examples as well.
Fully explain the
Fully explain the
expectations
(1-3)
Developing (4-6)
Meet
Expectations
(7-8)
Proficient (9-10)
Mark
Awarded
Evaluation
Areas
Does not meet
PESTEL analysis with
different
criteria from each
one of them with
good example and
reason it can
affect the
organization.
Journal Citations are
provides.
MEC_AMO_TEM_035_02 Page 6 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
expectations
(1-3)
Evaluation
Areas
Business
Portfolio (10)
and no journal
article
provided.
Developing
Mention
(4-6)
Business
Portfolio but did
not give a clear Mention
justifications
Business
and no journal Portfolio
article
analysis and
provided.
mention the
points
clearly with a
journal
article
provide as
well.
Evaluation
Areas
Market
Segmentation
(10)
Does not Meet
Does not Meet
expectations
Developing
(1-3)
(4-6)
Mention one
segmentation
strategy but did
not give a clear
justifications
with a journal
article
provide as
well.
Meet
Expectations
(7-8)
(9-10)
Provide Business
Portfolio
analysis and
Provide Full
mention the
business
points clearly portfolio
with a
analysis with all
justification.
the business
Journal Article line and
are provided as evidence of
well.
downsizing and
strategy and
mention the
points clearly
with a
reasonable
justifications.
Journal article
provided.
Mark
Awarded
mention the
points clearly
with reasonable
justifications.
Journal article
provided.
Meet
Expectations
(7-8)
Mention one
segmentation
strategy and
mention the
points clearly
points clearly
with a
justification.
Journal Article
are provided as
well.
Proficient
Provide two
segmentation
strategy and
mention the
Proficient
(9-10)
Provide three
segmentation
Mark
Awarded
MEC_AMO_TEM_035_02 Page 7 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
Attempt the
(4-6)
question
Evaluation Areas
Attempt with
with two
Attempt the
minimum three
strategy and able
question with very Attempt the
communications
less analysis and question with oneto give
Marketing
justifications and strategy and
justifications. No strategy,
Growth
explain clearly
journals articles justification are provide examples
Strategy (10
with examples
and no strategy provided and so as well. Journal
marks)
and also
as journal article. Article
Does Not Meet of
provided as well. justifications.
Meet
Expectations(1-3) growth being
Journal article are
mention.
Expectations (7-8) Proficient
provided.
Developing
(9-10)
Does not Meet (4-6)
(7-8)
expectations
Meet
Proficient (9-10)
(1-3)
Expectations
Developing
Mark
Evaluation Areas
4P’s (10marks) Not
clear about the
product being
offer, and pricing
strategy don’t
have
justifications,
locations is not
convenience so as
the promotional
strategy are not
clear to the
consumer.
Attempt all the 4ps
but no
justifications and
examples in all one of
Awarded
points.
provided, include the
Attempt all the 4ps price strategy &
but not all point are justifications,
complete and
Location are clearly
justifications are
provided, and
missing in some of mention the
them.
promotional strategy
Clear evidence of the and their
product/service being justifications.
MEC_AMO_TEM_035_02 Page 8 of 15
expectations (1Evaluation Areas Does 3)
Developing (4-6)
not Meet
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
Meet
Proficient (9-10)
Expectations (7-8)
justifications and recommendations. mention the
recommendation Evaluates the plan limitations.
Evaluation and
clearly and give
Evaluates the
recommendations are not clear.
justifications able plan clearly and
Able to evaluate
(10 marks)
to give
give
Having hard time the plan but lack
to evaluates the of justifications so recommendations justifications.
but did not
Give
as the
plan and
Not Meet
Meet
Expectations(0Expectations (3-4)
0.5)
Proficient (4.5-5)
Developing (1-2)
Evaluation Areas Does
Not well format report and not
Presentation of report and not follow the
organized as well. instructions
the report(5
Not well format Well Format
Marks)
Does not Meet
expectations (0)
Developing (1-5)
Evaluation Areas
Referencing(1
0 Marks)
No citations and
references.
report but some
part not as per
guidelines.
Well
recommendation
on how to
improve the plan
and mention
their limitations
as well.
Format
report and met
the
guidelines.
Expectations (6-8)
Proficient (9-10)
Meet
Both citations
and references
are not
correctly
written.
Well Format
report, in text
citations are
well provided
and the
referencing
are
Well Format
report, in
text
MEC_AMO_TEM_035_02 Page 9 of 15
citations are
correctly
written so
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
(0-1)
Meet
Expectations (3.5-4)
Proficient (4.5-5)
as the
Evaluation Areas Does Developing (2-3)
referencing.
Meet Expectation
not correctly written.
No Proposal
Information
Information
Given but no
Submission/only given not
Proposal(5
tittle
references
Marks)
completed
Few
Proposal
provided
with clear
information.
Important Policies to be followed
1. Student Academic Integrity Policy*:
∙ MEC upholds the spirit of academic integrity in all forms of academic work and any form of
violation of academic integrity shall invite severe penalty. Any benefit obtained by indulging
in the act of violation of academic integrity shall be cancelled.
∙ MEC also reserves the right to notify the appropriate law enforcement authorities of any
unlawful activity and to cooperate thereafter in any investigation of such activity. ∙ Faculty can
conduct a viva to investigate and ascertain that the work submitted is student’s own work as
per the guidelines for the same. A student can be given a maximum of 2 chances to attend
the viva in such cases. It is expected that the student attends the viva during the first chance
itself unless due to extenuating circumstances. If the student does not attend the viva in
spite of being given 2 chances and fails to submit valid reasons, he/she will be awarded a fail
in the module and this shall be counted as a case of academic integrity violation.
All cases of violation of academic integrity on the part of the student shall fall under any of the
below mentioned categories:
1. Plagiarism
2. Malpractice
MEC_AMO_TEM_035_02 Page 10 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
3. Ghost Writing
4. Collusion
5. Other cases
If the student fails a module and has a proven case of academic integrity violation in this module,
the student is required to re-register the module. This is applicable to first and second offence of
academic integrity violation of plagiarism type
1.1. First Offence of Academic Integrity Violation:
1.1.1. Plagiarism
a. If a student is caught first time in an act of academic integrity violation during
his/her course of study in any assignment other than project work and if the type
of violation is plagiarism, then the student will be allowed to re-submit the
assignment once as per the period allowed for re submission However, a penalty
of deduction of 25% of the marks obtained for the resubmitted work will be
imposed.
b. Period of re-submission: The student will have to re-submit the work within one
week (5 working days) from the date he or she is advised to re-submit.
c. Re-submission of the work beyond the allowed period of resubmission will not be
accepted and the assessment will be awarded a zero mark.
d. If the re-submitted work (within the allowed period of resubmission) is also found
to be plagiarized, then that assessment component will be awarded a zero mark.
It shall also contribute to the total count of academic integrity violation for that
student.
e. If plagiarism is detected in UG Project work (Project 1, Project Planning and Project
Design and Implementation), the above clauses do not apply, and the work will
be summarily rejected. In these cases the student will be awarded a fail (F) grade
and is required to reregister the module.
1.1.2. Malpractice / Ghostwriting / Collusion
If a student is caught first time in an act academic integrity violation during his/her
course of study for an assessment component irrespective of coursework or end
semester and if the type of violation is Malpractice/Ghostwriting/Collusion, then the
student shall fail the module.
1.2. Second Offence of Academic Integrity Violation:
1.2.1. Plagiarism
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Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
a. If any student is caught second time in an act of academic integrity violation during
his/her course of study and if the type of violation is plagiarism, then the student
will not be allowed to resubmit the work, and s/he will directly be awarded zero
for the work in which plagiarism is detected.
b. The student shall also receive a warning of suspension in such cases.
1.2.2. Malpractice/Ghostwriting/Collusion
a. If a student is caught a second time in an act academic integrity violation for an
assessment component irrespective of coursework or end semester and if the
type of violation is Malpractice/Ghostwriting/Collusion, then the student shall
fail the module.
b. The student shall also receive a warning of suspension in such cases.
1.3. Third Offence of Academic Integrity Violation:
a. If a student is caught a third time in an act of academic integrity violation for an
assessment component irrespective of coursework or end semester then the student
shall fail the module and also shall be suspended for one semester from the College,
once the academic integrity violation case is confirmed by Institutional Assessment
Review Committee.
b. The student shall be suspended for the immediate subsequent semester and can
register for modules only after having served the suspension period fully. This is also
applicable for semesters offered in block mode.
c. During the suspension period, the student shall have to mandatorily complete a course
on academic integrity/writing before s/he can register for any modules.
d. During the period of suspension, the student shall be allowed to attempt supplementary
examinations if s/he is eligible for the same. S/he shall also be allowed access to all
college facilities permitted for a regular student except for registering the modules.
1.4. Fourth Offence of Academic Integrity Violation:
a. If a student is caught a fourth time in an act of academic integrity violation for an
assessment component irrespective of coursework or end semester, the student shall
fail the module and also shall be expelled from the College, once the case is
confirmed by Institutional Assessment Review Committee.
b. The student shall be expelled from the college and all access to the college facilities and
premises shall cease to exist. The documents shall be released only after getting the
NOC (No Objection Certificate) from Registration Office.
c. `On termination, the student shall not be refunded any fees paid for the academic
semester in which academic integrity violation was observed.
1.5. Other cases
If a student commits an act of academic integrity violation as per the definition of “other
cases” mentioned in the previous section or of a different nature, student’s case shall be
MEC_AMO_TEM_035_02 Page 12 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
forwarded to an Institutional Assessment Review Committee, Chaired by the Associate
Dean, Academic Affairs. The committee shall investigate the case by means of a viva
and/or a hearing of the parties concerned if required and shall take appropriate decision.
The penalty that can be granted to a proven case of academic integrity violation which
falls in this category of “other cases” can be a warning/component zero/ module
fail/suspension/expulsion depending on the nature and gravity of the offence.
1.6. Types/Variations of cases of Plagiarism and associated actions
Type 1: In case plagiarism is detected in any component or part submission (submitted at
different times) of one assessment (assignment), the deduction in marks will be applicable
for the whole assessment (assignment), even if only the component or part submission
alone needs to be resubmitted.
Type 2: In case plagiarism is detected in a group assessment, all students of the group will
be considered as having committed an act of plagiarism irrespective of whether plagiarism
is on account of the act of all or a few or only one member. The policy will then be applied
to all students.
If some students in the group are eligible to re-submit (first offence) and others are not
eligible, only eligible students will be allowed to re-submit within a period of one week and
the penalty will be applied as per the policy for each student according to his / her history
of violations.
Type 3: Combination of Type 1 and Type 2: In case plagiarism is detected in any component
or part submission (submitted at different times) of a group assessment (assignment), the
deduction in marks will be applicable for the whole assessment (assignment), even if only
the component or part submission alone needs to be resubmitted. All students of the
group would be considered as having committed an act of plagiarism irrespective of
whether plagiarism is on account of the act of all or a few or only one member. The policy
will then be applied to all the students of the group.
If some students in the group are eligible to re-submit (first offence) and others are not
eligible, only eligible students will be allowed to re-submit within a period of one week and
the penalty will be applied as per the policy for each student according to his / her history
of violation.
Type 4: Variation of Type 1 and Type 2: In cases where the assessment consists of
components or part submissions that could be a group assessment component (e.g. group
assignment) and an individual assessment component (e.g. individual reflection), the
following will be applicable:
a. If plagiarism is detected in the group assessment component, all students of the group will
be considered as having committed an act of plagiarism, irrespective of whether plagiarism
is on account of the act of all or a few or only one member. The policy will then be applied
to all students of the group. In such cases the group assessment component will be
resubmitted.
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Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
If some students in the group are eligible to re-submit (first offence) and others are not
eligible, only eligible students will be allowed to re-submit within a period of one week and
the penalty will be applied for each student according to his / her history of violation.
b. If plagiarism is detected in the individual assessment component, the individual assessment
component will be resubmitted – if the student is eligible for resubmission-. The policy will
then be applied to that student alone.
c. In both cases (a) and/or (b), the deduction in marks will be applicable for the whole
assessment (assignment).
1.7. Types/Variation of Cases of Multiple Offences
If student is caught with multiple violations of same or different nature in different modules
of the same semester, they will be considered as one offence and student will be penalized
for each violation according to the type of the offence.
If student is caught with multiple violations of same or different nature in the same module
of the same semester, then they will be considered as different offences and each will
contribute to the overall count of AIV. The student then shall be penalized for each
violation according to the count and type of each offence.
* For further details Refer to MEC Student Academic Integrity Policy in Student
Handbook. 2
. Late Submission Regulations:
It is the students’ responsibility to check all relevant timelines related to assessments.
As per the Assessment Policy at MEC, late submissions are allowed for one week (5 working
days) for all UG modules with a penalty. In such cases, a deduction of 5% of the marks obtained
for the submitted work shall be imposed for each working day following the last date of
submission till the date of actual submission. Assessment documents submitted beyond a
period of one week (5 working days) after the last date of submission will not be accepted and
will be awarded a zero for that assessment. In cases where the submission has been delayed
due to extenuating circumstances, the student may be permitted to submit the work without
imposing the late submission policy stated above. The extended period of submission will be
one week from the original last date of submission. In such cases, the student is expected to
submit the supporting certificates on or before the original last date of submission of the
assessment and the decision of extension rests with faculty responsible for the assessment .The
late submission policy shall be applied if the student fails to submit the work within one week of
the original last date of submission.
Students may contact their teachers for clarification on specific details of the submission time
if required.
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Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
3. Research Ethics and Biosafety Policy
To protect and respect the rights, dignity, health, safety, and privacy of research subjects
involved including the welfare of animals and the integrity of environment, all student projects
are expected to be undertaken as per the MEC Research Ethics and Biosafety Policy. Accordingly
the following shall apply.
∙ Research and other enterprise activities shall be conducted by maintaining the high ethical
standards consistent with national and international standards and conventions.
∙ Any research at MEC that is categorized as high-risk research shall be subject to review and
approval by the Research Ethics and Biosafety Committee.
∙ Research activities involving collection of human or animal tissues and manipulation of microbial,
animal or plant cells shall be subject to review and approval by the Research Ethics and
Biosafety Committee.
∙ Participants involved in research must be informed about the purpose of research and intended
uses of research findings. Written consent must be obtained from people involved prior to the
commencement of research.
∙ Data obtained from participants must be treated with high confidence and should be used only
for the intended purpose of research.
MEC_AMO_TEM_035_02 Page 15 of 15
Purchase answer to see full
attachment
1-QP
IN SEMESTER (INDIVIDUAL) ASSIGNMENT Module
Code: BUSS B.2011 Module Name: Marketing Management Level: 2 Max. Marks: 100
Instructions to Student
∙ Answer all q
uestions.
∙ Deadline of submission: 23/11/12020 23:59
∙ The marks received on the assignment will be scaled down to the actual weightage of
the assignment which is marks
∙ Formative feedback on the complete assignment draft will be provided if the draft is
submitted at least 10 days before the final submission date.
∙ Proposal submission the latest by 4/11/2020
∙ Feedback after final evaluation will be provided by 7/12/2020
Module Learning Outcomes
The student achieves the following LOs by completing the assignment successfully
1. Show an understanding of the nature of and the main influences on consumer behaviour. 2.
Demonstrate the impact of the environment on marketing decisions, analyse, and apply
marketing concepts and techniques effectively.
3. Demonstrate knowledge of the concepts and methods of market segmentation, targeting
and positioning.
Assignment Objective
MEC_AMO_TEM_035_02 Page 1 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
The aims to provide a basic understanding of the nature, scope and purpose of marketing in an
organization, to identify the main theoretical concepts behind the practice of marketing,
Assignment Tasks #1
Submit a work proposal for this assignment or before 04/11/2020 (23:59) which must
include: • Understanding of deliverables – a detail description of deliverables.
• General overview of proposed plan – initial understanding of solution to task two. • Timeline
for completion of the given tasks and two journals as a references The work proposal must be
submitted in a word file through the link available in Moodle. (5 Marks)
Assignment Tasks #2
INDIVIDUAL WRITTEN REPORT
Hakeem and Nader are two enterprising youths. They graduated from University of Mexico last year
with degrees in Marketing Management. They thought instead of taking up a job, they would launch a
franchise company called “Guarana Antarctica” specialized in flavored soft drink. Having learnt of the
future of soft drink business, a wealthy investor has decided to invest in their business. Hakeem and
Nader have now set their sights high. Starting distributed the product in South America; they aim to
expand their business in the GCC. However, the market competition seems to be tough as there are
bureaucratic procedures in the chosen country market to start a business.
Task:
Students should work individually in preparing the marketing plan from the company Guarana and
should conduct a research about one from any country within GCC economic and the business
environment for Soft drink businesses write a report and present main findings as full details Marketing
Plan. You will conduct background research (secondary research – journal articles, industry magazines,
websites, news reports) into the product area, the chosen market, conduct a PESTEL analysis one of the
GCC Market and outline major elements of the environmental analysis. You will be required to
understand the potential consumer market to identify a target market (through the segmentation
process).
(95 Marks)
MEC_AMO_TEM_035_02 Page 2 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
The Plan should include the following sections:
• Executive Summary
• Marketing objectives
• Consumer Behavior analysis
• PESTEL analysis
• Business Portfolio analysis
• Marketing strategies:
Market Segmentation Strategy
Market Growth Strategy
4Ps
• Evaluation and recommendations
(Approximately 1,500 words)
Rules & Regulations:
∙ All resources should be cited using CU Harvard style.
∙ The final assignment must have a Title page, Table of Contents, References/ bibliography using CU
Harvard Style and page numbers.
∙ Title Page must have Assignment Name, Module name, Session, your name, ID, and the name of
the faculty.
∙ Softcopy in word format is to be submitted through Turn tin link on Moodle. ∙ Viva will be
conducted after the assignment submission as per the dates informed earlier.
Guidelines:
∙ Assignment must be computer typed.
Font – Times New Roman
Font – Style – Regular
Font – Size – 12
Heading should be with Font Size 14, Bold, Capital and Underline.
∙ You can refer books in eLibrary or use internet resource. But you should not cut and paste material
from internet nor provide photocopied material from books. The assignment answers should be
in your own words after understanding the matter from the above resources.
Marking criteria:
MEC_AMO_TEM_035_02 Page 3 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
Marks
Executive Summary 5 Marketing Objectives 5 Consumer Behavior 10
PESTEL analysis 10 Business Portfolio Analysis 10 Marketing StrategiesMarket Segmentation strategy 10 Market Growth Strategy 10 4P’s 10
Evaluation and recommendations 10
Presentation of Report (Format , In Text
Citations & Referencing
5(Format) & 10 (Citations and
Referencing)
Proposal 5
Assessment Evaluation Criteria
Marketing Management (BUSS-B.2011) CW 1 marking Rubrics Fall 2020
Does Meet
Expectation
(0-1)
Evaluation Area
Executive
Summary ( 5
Marks)
rationale has
been discussed
well. The
Developing
very well
described. The
rationale of the
Meet
Expectations
(2-3)
The summary
(3.5-4)
has a
satisfactory
The key activity The summary
description. The of the project is
describes what describes what
the project is all the project is all
about in
about in clear
clear terms. It terms. It justifies
Proficient
Mark
Awarded
(4.5-5)
The summary
MEC_AMO_TEM_035_02 Page 4 of 15
Evaluation
Areas
Marketing
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
aspects have
work in a very aspects are
been described convincing
impressively
discussion on
quite well. Key manner. The
identified and
methodological
results have
methodological described.
aspects has
been discussed aspects are
Finally,
key
followed the
precisely and
results
have
impressively
format well. Key
systematically. identified and
been presented
results have been
Student has
in
a
very
described.
presented in a
designed
meaningful and
Most but not
systematic way.
systematic way.
objectives
all SMART
Objective are not
All
SMART
principles are
related to the plan drawing on a
principles
are
number of
used. The
and result of the
SMART
intended result adopted. Solid
objective will not
explanation on
principles but
are provided
be achieve
intended
no intended
the work in a the
project is
result on what very convincing result on what
adequately
to achieve
manner.
The will the plan will
explained.
methodological achieve.
Methodological justifies the
Objective( 5
objective will SMART
Most but not principles are
Marks)
not be achieve. principles but all SMART
adopted. Solid
Does Meet
Developing
no
principles are explanation on
the
intended
result
Expectation
used. The
(2-3)
on
(0-1)
intended result intended result
what to
are provided. on what will
the plan
achieve.
Proficient
Meet
Mark
Student has
Objective are designed
Awarded
(4.5-5)
Expectations
not related to objectives
the plan and drawing on a (3.5-4)
result of the
number of
All SMART
MEC_AMO_TEM_035_02 Page 5 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
no explanation (7-8)
with two
and clear
buying
Describe in
evidences.
depth the buyer behavior
criteria and
behavior in
give full
chosen GCC
countries and analysis and
Evaluation
examples of the
give full
Areas
Developing (4-6) understanding decision
but lack of
making as well.
Consumer
Briefly
evidence and did Journal
Behavior
describe the
not answer fully. Citations are
Analysis (10
buyer
Journal citations provided as
Marks)
behavior
are provided as well.
and with
well.
only one
will
criteria and no achieve..
Does not meet journal citations
Mark
provided.
expectations
Awarded
Proficient
(1-3)
(9-10)
The consumer
Describe in
behavior is not
Meet
depth the
complete, no
Expectations
buyer behavior
journal citations
PESTEL
PESTEL
PESTEL(10) Question analysis are provided analysis, but did not
are not answer fully but no
mention on how it
and
journal
can
does not meet the
citations
effect and how
learning outcome.
and also no fully
organization need to
The explanation is
pay attention on it.
mention
not correct and
the reason and not Journal
failed to explain the logic
Citations
concept with
provided.
examples.
examples as well.
Fully explain the
Fully explain the
expectations
(1-3)
Developing (4-6)
Meet
Expectations
(7-8)
Proficient (9-10)
Mark
Awarded
Evaluation
Areas
Does not meet
PESTEL analysis with
different
criteria from each
one of them with
good example and
reason it can
affect the
organization.
Journal Citations are
provides.
MEC_AMO_TEM_035_02 Page 6 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
expectations
(1-3)
Evaluation
Areas
Business
Portfolio (10)
and no journal
article
provided.
Developing
Mention
(4-6)
Business
Portfolio but did
not give a clear Mention
justifications
Business
and no journal Portfolio
article
analysis and
provided.
mention the
points
clearly with a
journal
article
provide as
well.
Evaluation
Areas
Market
Segmentation
(10)
Does not Meet
Does not Meet
expectations
Developing
(1-3)
(4-6)
Mention one
segmentation
strategy but did
not give a clear
justifications
with a journal
article
provide as
well.
Meet
Expectations
(7-8)
(9-10)
Provide Business
Portfolio
analysis and
Provide Full
mention the
business
points clearly portfolio
with a
analysis with all
justification.
the business
Journal Article line and
are provided as evidence of
well.
downsizing and
strategy and
mention the
points clearly
with a
reasonable
justifications.
Journal article
provided.
Mark
Awarded
mention the
points clearly
with reasonable
justifications.
Journal article
provided.
Meet
Expectations
(7-8)
Mention one
segmentation
strategy and
mention the
points clearly
points clearly
with a
justification.
Journal Article
are provided as
well.
Proficient
Provide two
segmentation
strategy and
mention the
Proficient
(9-10)
Provide three
segmentation
Mark
Awarded
MEC_AMO_TEM_035_02 Page 7 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
Attempt the
(4-6)
question
Evaluation Areas
Attempt with
with two
Attempt the
minimum three
strategy and able
question with very Attempt the
communications
less analysis and question with oneto give
Marketing
justifications and strategy and
justifications. No strategy,
Growth
explain clearly
journals articles justification are provide examples
Strategy (10
with examples
and no strategy provided and so as well. Journal
marks)
and also
as journal article. Article
Does Not Meet of
provided as well. justifications.
Meet
Expectations(1-3) growth being
Journal article are
mention.
Expectations (7-8) Proficient
provided.
Developing
(9-10)
Does not Meet (4-6)
(7-8)
expectations
Meet
Proficient (9-10)
(1-3)
Expectations
Developing
Mark
Evaluation Areas
4P’s (10marks) Not
clear about the
product being
offer, and pricing
strategy don’t
have
justifications,
locations is not
convenience so as
the promotional
strategy are not
clear to the
consumer.
Attempt all the 4ps
but no
justifications and
examples in all one of
Awarded
points.
provided, include the
Attempt all the 4ps price strategy &
but not all point are justifications,
complete and
Location are clearly
justifications are
provided, and
missing in some of mention the
them.
promotional strategy
Clear evidence of the and their
product/service being justifications.
MEC_AMO_TEM_035_02 Page 8 of 15
expectations (1Evaluation Areas Does 3)
Developing (4-6)
not Meet
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
Meet
Proficient (9-10)
Expectations (7-8)
justifications and recommendations. mention the
recommendation Evaluates the plan limitations.
Evaluation and
clearly and give
Evaluates the
recommendations are not clear.
justifications able plan clearly and
Able to evaluate
(10 marks)
to give
give
Having hard time the plan but lack
to evaluates the of justifications so recommendations justifications.
but did not
Give
as the
plan and
Not Meet
Meet
Expectations(0Expectations (3-4)
0.5)
Proficient (4.5-5)
Developing (1-2)
Evaluation Areas Does
Not well format report and not
Presentation of report and not follow the
organized as well. instructions
the report(5
Not well format Well Format
Marks)
Does not Meet
expectations (0)
Developing (1-5)
Evaluation Areas
Referencing(1
0 Marks)
No citations and
references.
report but some
part not as per
guidelines.
Well
recommendation
on how to
improve the plan
and mention
their limitations
as well.
Format
report and met
the
guidelines.
Expectations (6-8)
Proficient (9-10)
Meet
Both citations
and references
are not
correctly
written.
Well Format
report, in text
citations are
well provided
and the
referencing
are
Well Format
report, in
text
MEC_AMO_TEM_035_02 Page 9 of 15
citations are
correctly
written so
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
(0-1)
Meet
Expectations (3.5-4)
Proficient (4.5-5)
as the
Evaluation Areas Does Developing (2-3)
referencing.
Meet Expectation
not correctly written.
No Proposal
Information
Information
Given but no
Submission/only given not
Proposal(5
tittle
references
Marks)
completed
Few
Proposal
provided
with clear
information.
Important Policies to be followed
1. Student Academic Integrity Policy*:
∙ MEC upholds the spirit of academic integrity in all forms of academic work and any form of
violation of academic integrity shall invite severe penalty. Any benefit obtained by indulging
in the act of violation of academic integrity shall be cancelled.
∙ MEC also reserves the right to notify the appropriate law enforcement authorities of any
unlawful activity and to cooperate thereafter in any investigation of such activity. ∙ Faculty can
conduct a viva to investigate and ascertain that the work submitted is student’s own work as
per the guidelines for the same. A student can be given a maximum of 2 chances to attend
the viva in such cases. It is expected that the student attends the viva during the first chance
itself unless due to extenuating circumstances. If the student does not attend the viva in
spite of being given 2 chances and fails to submit valid reasons, he/she will be awarded a fail
in the module and this shall be counted as a case of academic integrity violation.
All cases of violation of academic integrity on the part of the student shall fall under any of the
below mentioned categories:
1. Plagiarism
2. Malpractice
MEC_AMO_TEM_035_02 Page 10 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
3. Ghost Writing
4. Collusion
5. Other cases
If the student fails a module and has a proven case of academic integrity violation in this module,
the student is required to re-register the module. This is applicable to first and second offence of
academic integrity violation of plagiarism type
1.1. First Offence of Academic Integrity Violation:
1.1.1. Plagiarism
a. If a student is caught first time in an act of academic integrity violation during
his/her course of study in any assignment other than project work and if the type
of violation is plagiarism, then the student will be allowed to re-submit the
assignment once as per the period allowed for re submission However, a penalty
of deduction of 25% of the marks obtained for the resubmitted work will be
imposed.
b. Period of re-submission: The student will have to re-submit the work within one
week (5 working days) from the date he or she is advised to re-submit.
c. Re-submission of the work beyond the allowed period of resubmission will not be
accepted and the assessment will be awarded a zero mark.
d. If the re-submitted work (within the allowed period of resubmission) is also found
to be plagiarized, then that assessment component will be awarded a zero mark.
It shall also contribute to the total count of academic integrity violation for that
student.
e. If plagiarism is detected in UG Project work (Project 1, Project Planning and Project
Design and Implementation), the above clauses do not apply, and the work will
be summarily rejected. In these cases the student will be awarded a fail (F) grade
and is required to reregister the module.
1.1.2. Malpractice / Ghostwriting / Collusion
If a student is caught first time in an act academic integrity violation during his/her
course of study for an assessment component irrespective of coursework or end
semester and if the type of violation is Malpractice/Ghostwriting/Collusion, then the
student shall fail the module.
1.2. Second Offence of Academic Integrity Violation:
1.2.1. Plagiarism
MEC_AMO_TEM_035_02 Page 11 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
a. If any student is caught second time in an act of academic integrity violation during
his/her course of study and if the type of violation is plagiarism, then the student
will not be allowed to resubmit the work, and s/he will directly be awarded zero
for the work in which plagiarism is detected.
b. The student shall also receive a warning of suspension in such cases.
1.2.2. Malpractice/Ghostwriting/Collusion
a. If a student is caught a second time in an act academic integrity violation for an
assessment component irrespective of coursework or end semester and if the
type of violation is Malpractice/Ghostwriting/Collusion, then the student shall
fail the module.
b. The student shall also receive a warning of suspension in such cases.
1.3. Third Offence of Academic Integrity Violation:
a. If a student is caught a third time in an act of academic integrity violation for an
assessment component irrespective of coursework or end semester then the student
shall fail the module and also shall be suspended for one semester from the College,
once the academic integrity violation case is confirmed by Institutional Assessment
Review Committee.
b. The student shall be suspended for the immediate subsequent semester and can
register for modules only after having served the suspension period fully. This is also
applicable for semesters offered in block mode.
c. During the suspension period, the student shall have to mandatorily complete a course
on academic integrity/writing before s/he can register for any modules.
d. During the period of suspension, the student shall be allowed to attempt supplementary
examinations if s/he is eligible for the same. S/he shall also be allowed access to all
college facilities permitted for a regular student except for registering the modules.
1.4. Fourth Offence of Academic Integrity Violation:
a. If a student is caught a fourth time in an act of academic integrity violation for an
assessment component irrespective of coursework or end semester, the student shall
fail the module and also shall be expelled from the College, once the case is
confirmed by Institutional Assessment Review Committee.
b. The student shall be expelled from the college and all access to the college facilities and
premises shall cease to exist. The documents shall be released only after getting the
NOC (No Objection Certificate) from Registration Office.
c. `On termination, the student shall not be refunded any fees paid for the academic
semester in which academic integrity violation was observed.
1.5. Other cases
If a student commits an act of academic integrity violation as per the definition of “other
cases” mentioned in the previous section or of a different nature, student’s case shall be
MEC_AMO_TEM_035_02 Page 12 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
forwarded to an Institutional Assessment Review Committee, Chaired by the Associate
Dean, Academic Affairs. The committee shall investigate the case by means of a viva
and/or a hearing of the parties concerned if required and shall take appropriate decision.
The penalty that can be granted to a proven case of academic integrity violation which
falls in this category of “other cases” can be a warning/component zero/ module
fail/suspension/expulsion depending on the nature and gravity of the offence.
1.6. Types/Variations of cases of Plagiarism and associated actions
Type 1: In case plagiarism is detected in any component or part submission (submitted at
different times) of one assessment (assignment), the deduction in marks will be applicable
for the whole assessment (assignment), even if only the component or part submission
alone needs to be resubmitted.
Type 2: In case plagiarism is detected in a group assessment, all students of the group will
be considered as having committed an act of plagiarism irrespective of whether plagiarism
is on account of the act of all or a few or only one member. The policy will then be applied
to all students.
If some students in the group are eligible to re-submit (first offence) and others are not
eligible, only eligible students will be allowed to re-submit within a period of one week and
the penalty will be applied as per the policy for each student according to his / her history
of violations.
Type 3: Combination of Type 1 and Type 2: In case plagiarism is detected in any component
or part submission (submitted at different times) of a group assessment (assignment), the
deduction in marks will be applicable for the whole assessment (assignment), even if only
the component or part submission alone needs to be resubmitted. All students of the
group would be considered as having committed an act of plagiarism irrespective of
whether plagiarism is on account of the act of all or a few or only one member. The policy
will then be applied to all the students of the group.
If some students in the group are eligible to re-submit (first offence) and others are not
eligible, only eligible students will be allowed to re-submit within a period of one week and
the penalty will be applied as per the policy for each student according to his / her history
of violation.
Type 4: Variation of Type 1 and Type 2: In cases where the assessment consists of
components or part submissions that could be a group assessment component (e.g. group
assignment) and an individual assessment component (e.g. individual reflection), the
following will be applicable:
a. If plagiarism is detected in the group assessment component, all students of the group will
be considered as having committed an act of plagiarism, irrespective of whether plagiarism
is on account of the act of all or a few or only one member. The policy will then be applied
to all students of the group. In such cases the group assessment component will be
resubmitted.
MEC_AMO_TEM_035_02 Page 13 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
If some students in the group are eligible to re-submit (first offence) and others are not
eligible, only eligible students will be allowed to re-submit within a period of one week and
the penalty will be applied for each student according to his / her history of violation.
b. If plagiarism is detected in the individual assessment component, the individual assessment
component will be resubmitted – if the student is eligible for resubmission-. The policy will
then be applied to that student alone.
c. In both cases (a) and/or (b), the deduction in marks will be applicable for the whole
assessment (assignment).
1.7. Types/Variation of Cases of Multiple Offences
If student is caught with multiple violations of same or different nature in different modules
of the same semester, they will be considered as one offence and student will be penalized
for each violation according to the type of the offence.
If student is caught with multiple violations of same or different nature in the same module
of the same semester, then they will be considered as different offences and each will
contribute to the overall count of AIV. The student then shall be penalized for each
violation according to the count and type of each offence.
* For further details Refer to MEC Student Academic Integrity Policy in Student
Handbook. 2
. Late Submission Regulations:
It is the students’ responsibility to check all relevant timelines related to assessments.
As per the Assessment Policy at MEC, late submissions are allowed for one week (5 working
days) for all UG modules with a penalty. In such cases, a deduction of 5% of the marks obtained
for the submitted work shall be imposed for each working day following the last date of
submission till the date of actual submission. Assessment documents submitted beyond a
period of one week (5 working days) after the last date of submission will not be accepted and
will be awarded a zero for that assessment. In cases where the submission has been delayed
due to extenuating circumstances, the student may be permitted to submit the work without
imposing the late submission policy stated above. The extended period of submission will be
one week from the original last date of submission. In such cases, the student is expected to
submit the supporting certificates on or before the original last date of submission of the
assessment and the decision of extension rests with faculty responsible for the assessment .The
late submission policy shall be applied if the student fails to submit the work within one week of
the original last date of submission.
Students may contact their teachers for clarification on specific details of the submission time
if required.
MEC_AMO_TEM_035_02 Page 14 of 15
Marketing Management (BUSS-B-2011) -Fall-2020-CW 1-QP
3. Research Ethics and Biosafety Policy
To protect and respect the rights, dignity, health, safety, and privacy of research subjects
involved including the welfare of animals and the integrity of environment, all student projects
are expected to be undertaken as per the MEC Research Ethics and Biosafety Policy. Accordingly
the following shall apply.
∙ Research and other enterprise activities shall be conducted by maintaining the high ethical
standards consistent with national and international standards and conventions.
∙ Any research at MEC that is categorized as high-risk research shall be subject to review and
approval by the Research Ethics and Biosafety Committee.
∙ Research activities involving collection of human or animal tissues and manipulation of microbial,
animal or plant cells shall be subject to review and approval by the Research Ethics and
Biosafety Committee.
∙ Participants involved in research must be informed about the purpose of research and intended
uses of research findings. Written consent must be obtained from people involved prior to the
commencement of research.
∙ Data obtained from participants must be treated with high confidence and should be used only
for the intended purpose of research.
MEC_AMO_TEM_035_02 Page 15 of 15
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