MASTER OF BUSINESS ADMINISTRATION INTAKE 30 MKT5013 Marketing Management CANDIDATES ARE REQUIRED TO READ THESE INSTRUCTIONS Candidates shall be deemed to have been notified of these instructions when they commence a subject. There are three (3) assessment items: one open book examination and two (2) assignments. To pass the subject, a candidate is required to obtain at least 50 marks (out of 100) in all assessment items. The official subject grade is awarded based on total weighted marks out of 100, (see weighting below). The seminars and exam dates and time, assignment word limits and submission date are as follows: Seminars Assessment Exam Assignment I Assignment II Main Seminar: Sat. & Sun., 20th -21st Jun 2020 Date and Time of Exam/ Assignment Submission Date Sat., 25th Jul 2020 @ 2:30 p.m. Mon., 5 Jun 2017 Mon, 31st Jul 2020 Weekday evening seminars dates of which to be confirmed during the main seminar Duration/ Weighting Word Limit 2.5 hours 20% 2,500 30% 4,000 50% The exam will be held at ELM Business School, Level 9, Jalan Semantan, Damansara Heights. The specific exam room will be announced via LMS in the exam week. SUBJECT ENROLMENT Candidates are required to register/enrol online via MyPride account by week 2 from subject commencement date. Once enrolled, cancellation of subject enrolment after the add/drop period can only be made in extenuating circumstances and if so, a cancellation fee of RM1,000 is chargeable. Candidates who are unable to sit for the scheduled exam must have a valid reason for non-attendance, (usually, only serious illness -with supporting documentation- will be acceptable). They shall notify ELM in writing of this either before the exam or latest by the next working day, failing which, their enrolment shall be dropped with a RM1,000 penalty. Candidates with approval for non-attendance shall normally sit for the supplementary exam (at a nominal fee) with candidates of the next intake. The official grade shall be released only after the result for this is determined. ASSIGNMENT SUBMISSION These shall be comb bound with the STANDARD COVER SHEET at the front of the assignment and shall be submitted to ELM's office in person, by post or courier or deposited into the ELM Post Box on the 10th Floor by the due date. Submission by fax or e-mail is not acceptable. Assignments shall have full citation of references and a selected bibliography and FULL Turn-it-in reports. Plagiarism and failure to cite references will attract penalties. Two days grace is given for assignment submission. Extensions will not be given unless: 1. there is valid reason supported by documentation (only serious illness and compassionate circumstances shall normally be considered but work pressure alone is not be acceptable); and 2. the request for extension is made in writing before the scheduled submission date, and ELM approval obtained. Unless approved, late submissions shall not be assessed and the candidate may be awarded a \"Fail\" grade for the subject. ELM Graduate School Page 1 of 3 MBA Intake 30 MKT5013 MARKETING MANAGEMENT ASSIGNMENT 1 - MARKETING ANALYSIS Due date Word limit Weighting Facilitator Email : : : : : 31st Jul 2020 2,500 words 30% of total marks for the subject Assoc. Prof. Dr. Lee, Jiwon jiwon.lee@help.edu.my You are required to prepare a Marketing Plan for a branded product or service of your choice. The same branded product or service would be used for both the Assignment 1 and 2. Marketing plan consists of a few parts which include the product or service, the market analysis, marketing strategy and implementation. In this Assignment 1, you are required to prepare the first part of the Marketing Plan which covers Product Benefits and Market Analysis. The purpose of the assignment 1 is to test your ability in analytical skill. Kindly select one of the listed products for your assignments. The same product / brand should be used for both assignment 1 and 2. Product/Service & Brand 1) 2) 3) 4) 5) e-hailing service (Grab) Electric car (Tesla) Online platform (Airbnb) Media service provider (Netflix) Noodle snack (Mamee/ or Samyang) Assessment criteria This part should include the following: A1. Introduction to the company, the product and brand (30%) Company information such as nature of business Product information such as product features and benefits Branding information such as brand identity & positioning of the product / company A2. Marketing Analysis (60%) An analysis of the product strengths and weaknesses Identify the external business opportunities and threats relating to the product Explain how politics, economy, social, technology, legal and environmental factors affect the product business in a given country Identify the challenges the company branded product or service would be facing Provide a summary of the analysis and the challenges ahead A3. Proper use of English and Citation (10%) proper use of English in writing proper utilization of citation Page 2 of 3 MBA Intake 30 MKT5013 MARKETING MANAGEMENT ASSIGNMENT 2 - MARKETING STRATEGY Due date : 31st Jul 2020 Word limit : 4,000 words Weighting : 50% of total marks for the subject Facilitator : Assoc. Prof. Dr. Lee, Jiwon Email : jiwon.lee@help.edu.my ______________________________________________________________________________ This second assignment is the development of the Marketing Strategy & Implementation Plan. Before you can develop a Marketing Strategy, you need to take into consideration the marketing analysis in your first assignment to identify the issues affecting the marketing effectiveness in the organization and the opportunities in the marketplace. Based on your previous analysis, you should be able to develop a comprehensive marketing strategy, and action plan, that are practical and based upon sound marketing theory. You must integrate the theory and concepts that you have studied into your plan. Assessment criteria This part of your plan should include the following: B1. The goal of the branded product and the description of the target segments (20%) a description of the target market/s B2. Develop marketing mix strategy (50%) product strategy - product improvement & product development pricing strategy for the target market distribution strategy - how you would utilize distribution channel in making your product available to your target market/s promotion strategy - the appropriateness of the promotional tools utilized within a given marketing budget digital marketing strategy - utilization of online tools to enhance your marketing effectiveness B3. Develop a comprehensive implementation action plan & the challenges faced (20%) implementation plan and schedule the challenges in implementing your action plan B4. Proper use of English and Citation (10%) proper use of English in writing proper utilization of citation .......END....... Page 3 of 3