ATALS Wk 9 Marketing Communication Plan Discussion 1500 words Assignment must be computer typed.  Font – Times New Roman  Font – Style – Regular  Font –

ATALS Wk 9 Marketing Communication Plan Discussion 1500 words 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. Marketing Management- BUSS-B-2011 -Spring-2020-CW 2-QP
IN SEMESTER (INDIVIDUAL) ASSIGNMENT
Module Code:BUSS B.2011
Module Name: Marketing Management
Level: 2
Max. Marks: 100
Instructions to Student

Answer all questions.

Deadline of submission: 2/07/2020

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.

Feedback after final evaluation will be provided by 16/07/2020
23:59
Module Learning Outcomes
The student achieves the following LOs by completing the assignment successfully
1. Demonstrate an in depth knowledge of the main concepts of marketing and be able to illustrate
them by reference to examples in current use.
2.
Use case studies to analyze the operation of marketing strategies in practice.
3.
Use library resources to produce an analysis of market demand, competition, and product life
cycles.
Assignment Objective
This module aims to provide a basic understanding of the nature, scope and purpose of marketing in an
organization, and to apply marketing concepts and theory to the solving of simple marketing problems.
Assignment Tasks
INDIVIDUAL WRITTEN REPORT [100 marks]
MEC_AMO_TEM_034_01
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Marketing Management- BUSS-B-2011 -Spring-2020-CW 2-QP
The company you identify have started their marketing operation within the GCC countries as they are still in
initial stages the organization still need to gain more insight regarding the marketing strategies to be able to
compete and operate in right track. As a marketing executive you are required develop a strategy to connect and
communicate your product to the target group in the new market. You are also required to explain which
marketing channels will be used and the integrated marketing communication strategy.
You will conduct background research (secondary research – journal articles, industry magazines, websites, news
reports) into the mention task above to complete the marketing plan.
The Plan should include the following sections:
•
•
•
•
•
•
•
•
Executive Summary (Include the Value Proposition)
Marketing Communications Plan
Pricing Strategy
Detailed Action Plan
Competitive Advantages and Competitor Analysis
Corporate Social Responsibilities
Product Position(BCG)
Evaluation and recommendations
(Approximately 1,500 words)
MOOC
Max. Marks: 5
Students are expected to write a reflection and provide evidence that you register the course, the short reflection
should cover all, the below points in form of paragraphs:
–
Interesting aspect you found in regards of the online course
Challenges/ problems faced & how did you overcome the same
Your learnings from this research & how will you implement it in the future
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.
MEC_AMO_TEM_034_01
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Marketing Management- BUSS-B-2011 -Spring-2020-CW 2-QP
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:
Marks
Executive Summary (Include Value Proposition)
Marketing Communications Plan
Pricing Strategy
Detailed Action Plan
Competitive Advantages + Competitor Analysis
Corporate Social Responsibility Plan
Product Position (BCG)
Evaluations and Recommendation
Format & References and In Text Citations, MOOC
5
10
10
10
15
10
10
10
5(Format) & 10
(Citations and
Referencing), MOOC (5)
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.
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Marketing Management- BUSS-B-2011 -Spring-2020-CW 2-QP
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
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 offenders of plagiarism.
1. Plagiarism
A. First offence of plagiarism
I.
If a student is caught first time in an act of plagiarism during his/her course of study in any
assignment other than project work, the student will be allowed to re-submit the assignment once,
within a maximum period of one week. However, a penalty of deduction of 25% of the marks
obtained for the resubmitted work will be imposed.
II.
Period of re-submission: The student will have to re-submit the work one week from the date he
or she is advised to re-submit.
III.
If the re-submitted work is also found to be plagiarized, then that assessment will be awarded a
zero mark. Re-submission of the work beyond the maximum period of one week will not be
accepted and the assessment will be awarded a zero mark.
B. Second offence of plagiarism
If any student is caught second time in an act of plagiarism during his/her course of study (in a subsequent
semester), the student will directly be awarded zero for the work in which plagiarism is detected. In such
cases, the student will not be allowed to resubmit the work. A warning of suspension shall be issued, and
student has to sign an undertaking and undergo counselling session in such cases.
2. Malpractice/Ghostwriting/Collusion
A. First offence of Malpractice/Ghostwriting/Collusion
If a student is caught in an act of Malpractice/Ghostwriting/Collusion for an assessment component
irrespective of coursework or end semester, the student shall fail the module and shall be required
to re-register the module
B. Second Offence of Malpractice/Ghostwriting/Collusion
If a student is caught a second time in an act of Malpractice/Ghostwriting/Collusion for an
assessment component irrespective of coursework or end semester, the student shall fail the
module. A warning of suspension shall be issued, and student has to sign an undertaking and
undergo counselling session in such cases.
3. Third Offence of Academic Integrity Violation
MEC_AMO_TEM_034_01
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Marketing Management- BUSS-B-2011 -Spring-2020-CW 2-QP
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 (in a subsequent semester), the student shall fail the module and
also shall be suspended for one semester from the College, as recommended by institutional level academic
committee, Chaired by the Associate Dean, Academic Affairs.
4. Fourth Offence of Academic Integrity Violation:
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 (in a subsequent semester), the student shall fail the module and
also shall be expelled from the College, as recommended by institutional level academic committee, Chaired
by the Associate Dean, Academic Affairs.
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 forwarded to an institutional level
academic committee, Chaired by the Associate Dean, Academic Affairs. The committee shall investigate the
case by means of a viva and/or a disciplinary hearing 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.
6. Types/Variations of Cases:
I.
II.
III.
IV.
If plagiarism is detected in any component of one assessment, the deduction in marks will be applicable
for the whole assessment, even if only the component or part submission alone needs to be resubmitted.
If plagiarism is detected in a group assessment, all students of the group will be considered as having
committed an act of plagiarism and the policy will then be applied to all students
If plagiarism is detected in any component of a group assessment, the deduction in marks will be
applicable for the whole assessment 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 and the policy
will then be applied to all the students of the group.
If 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, The policy will then be applied to all students
of the group. Group assessment component will be resubmitted as per the policy.
b.
If plagiarism is detected in the individual assessment component, the individual assessment
component will be resubmitted and the policy will then be applied to that student alone.
c.
For both (a) and/or (b), the deduction in marks will be applicable for the whole assessment.
* for further details Refer to MEC Student Academic Integrity Policy in Student Handbook.
MEC_AMO_TEM_034_01
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Marketing Management- BUSS-B-2011 -Spring-2020-CW 2-QP
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.
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.
Assessment Evaluation Criteria
Classification
And % Range
Reflection and critical
analysis.
Outstanding
Highly competent analytical
skills and reflective practice,
demonstrating
personal
learning and growth, insight
into required professional
values and principles and
professional development
planning.
MEC_AMO_TEM_034_01
Knowledge and
Understanding/
Application of Theory
Extensive knowledge and
depth of understanding of
principles and concepts and
/or outstanding application
of theory in practice.
Evidence of Reading
Evidence of reading an
extensive range of
educational
literature/research and
where applicable workplace
strategies, policies and
procedures.
Referencing and
Bibliography
Accurate referencing and
bibliography correctly using
appropriate referencing style
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Presentation, Grammar and
Spelling
Excellent presentation,
logically structured, using
correct grammar and
spelling, excellent crossreferencing and links to
supporting evidence
Marketing Management- BUSS-B-2011 -Spring-2020-CW 2-QP
Excellent
Very Good Quality
Good (Acceptable)
Adequate/ Satisfactory
Weak /Poor
(all learning outcomes not
adequately met)
Strong analytical skills and
reflective practice used,
demonstrating
personal
learning and growth, insight
into required professional
values,
principles
and
competencies
and
professional development
planning.
Good use of analytical skills
and
reflective
practice
demonstrating
personal
learning and growth, insight
into required professional
values,
principles
and
competencies
and
professional development
planning.
Acceptable use of analytical
skills and reflective practice
demonstrating
personal
learning and growth, insight
into required professional
values,
principles
and
competencies
and
professional development
planning.
Adequate use of analytical
skills and reflective practice
demonstrating
personal
learning and growth, insight
into required professional
values,
principles
and
competencies
and
professional development
planning.
Little use of analytical skills
and
reflective
practice
demonstrating
personal
learning and growth, insight
into required competencies
and/or
professional
development
planning.
Professional values and
principles not reflected in the
submission.
and/or
Insufficient/no
use
of
analytical
skills
and
reflective
practice
demonstrating
personal
learning and growth, insight
into required competencies
and
professional
development planning
Excellent knowledge and
understanding of principles
and concepts and /or
excellent knowledge and
understanding
of
the
application of theory in
practice
Evidence of reading a wide
range
of
educational
literature/research and where
applicable,
workplace
strategies, policies and
procedures.
Appropriate referencing and
bibliography correctly using
appropriate referencing style
Good
presentation,
competently
structured,
using correct grammar and
spelling, clear and easy to
use links to supporting
evidence
Good knowledge or key
principles and concepts
and/or good knowledge of
the application of theory in
practice
Evidence of reading a good
range
of
educational
literature/research and where
applicable
workplace
strategies, policies and
procedures.
Generally well referenced
with correct use of the
appropriate referencing style
Reasonable
presentation,
completely
structured,
acceptable grammar and
spelling, acceptable links to
supporting evidence
Acceptable knowledge of
key principles and concepts
and/or knowledge of the
application of theory in
practice
Evidence of reading an
appropriate
range of
educational
literature/research and where
applicable,
relevant
workplace policies and
procedures
Adequate
referencing.
Generally accurate use of
appropriate referencing style
Adequate presentation and
structure,
acceptable
grammar
and
spelling,
adequate links to supporting
evidence
Adequate knowledge of key
principles and concepts
and/or satisfactory evidence
of the application of theory
in practice.
Evidence of minimal reading
of
educational
literature/research and where
applicable
relevant
workplace policies and
procedures
Adequate
referencing.
Appropriate
referencing
style used but may contain
some inaccuracies.
Weak
presentation
,
satisfactory
structure,
grammar and spelling, links
to supporting evidence
Little evidence of
knowledge of key principles
or concepts and/or little
evidence of the application
of theory in practice
and/or
No evidence of knowledge
of key principles or
concepts and/or no evidence
of application of theory in
practice
Little or no evidence of
reading outside of the
course textbook and/or
reference to relevant work
place policies and
procedures
and/or
No evidence of reading
outside of the course
textbook and/or reference to
relevant workplace policies
and procedures
Little or no referencing,
incorrect style, or very
inaccurate use of
appropriate referencing style
Poor presentation, grammar
and spelling, links to
supporting evidence
and/or
Unacceptable presentation,
grammar and spelling,
structure is very poor, links
to supporting evidence
Department of Management Studies
Marketing Management (BUSS B-2011) CW 2 marking Rubrics Spring 2020
Evaluation
Area
Does Meet
Expectation (0-1)
Executive
Summary
with a Value
Proposition(
5 Marks)
The summary has
a satisfactory
description. The
rationale has been
discussed well.
The discussion on
methodological
aspects has
followed the
format well. Key
MEC_AMO_TEM_034_01
Developing
(2-3)
Meet
Expectations
(3.5-4)
The key
The summary
activity of the
describes what
project is very the project is
well described all about in
Methodological clear terms. It
aspects have
justifies the
been described work in a very
quite well. Key convincing
results have
manner. The
been discussed methodological
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Proficient
(4.5-5)
The
summary
describes what the
project is all about
in clear terms. It
justifies the work in
a very convincing
manner.
The
methodological
aspects
are
impressively
Mark
Awarded
Marketing Management- BUSS-B-2011 -Spring-2020-CW 2-QP
results have been
presented in a
systematic way.
Objective are not
related to the plan
and result of the
objective will not
be achieve, No
Value Proposition.
Evaluation
Areas
precisely and
systematically.
Student has
designed
objectives
drawing on a
number of
SMART
principles but
no intended
result on what
to achieve,
there’s a Value
Proposition
without
explanation.
Does Not Meet
Expectations(1-2)
Marketing
Attempt but the
Communications question is very
(10 marks)
less and no
justifications at all
and no journals
article.
aspects are
impressively
identified and
described.
Most but not
all SMART
principles are
used. The
intended result
are provided.
Create a
reasonable
value
proposition.
Developing
(3-5)
Meet
Expectations
(6-8)
Attempt the
Attempt the
question with one question
strategy…
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