Marketing Principles and Practice- BUSS-10004 -Summer-2020-CW 2-QP
MEC_AMO_TEM_034_01 Page 1 of 11
Instructions to Student ? Answer all questions.
? Deadline of submission: 14/09/2020 23:59
? The marks received on the assignment will be scaled down to the actual weightage of the assignment which is <50> 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 28/09/2020
Module Learning Outcomes The student achieves the following LOs by completing the assignment successfully
1. Demonstrate an understanding of the nature of and the main influences on customer behaviour.
2. Demonstrate the impact of the environment on marketing decision.
3. Demonstrate knowledge of the concepts and methods of marketing segmentation, targeting, and
positioning.
Assignment Objective
The assignment aims to provide a basic understanding of the nature , scope, and purpose of marketing
in an organization , to identify the main concept behind the practice of marketing and to apply
marketing concepts and theory to the solving of simple marketing problems.
IN SEMESTER (INDIVIDUAL) ASSIGNMENT
Module Code:BUSS 10004 Module Name: Marketing Principles and Practices
Level: 1 Max. Marks: 100
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Assignment Tasks
INDIVIDUAL WRITTEN REPORT [100 marks]
The company you identify have started their marketing operation within one of the GCC countries(other than
Oman so just choose one country based on your first report) 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
Evaluation and recommendations
(Approximately 1,000 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.
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? 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:
Marks
Executive Summary (Include Value Proposition) 10
Marketing Communications Plan 10
Pricing Strategy 10
Detailed Action Plan 10
Competitive Advantages + Competitor Analysis 15
Corporate Social Responsibility Plan 15
Evaluations and Recommendation 10
Format & References and In Text Citations, MOOC 5(Format) & 10
(Citations and
Referencing), MOOC (5)
Important Policies to be followed
1. Student Academic Integrity Policy*:
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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.
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
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MEC_AMO_TEM_034_01 Page 5 of 11
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
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, students 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. 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.
II. 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
III. 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.
IV. 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.
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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.
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. Knowledge and
Understanding/ Application of Theory
Evidence of Reading Referencing and Bibliography
Presentation, Grammar and
Spelling
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Outstanding
Highly competent analytical
skills and reflective practice, demonstrating personal
learning and growth, insight
into required professional
values and principles and professional development
planning.
Extensive knowledge and
depth of understanding of principles and concepts and
/or outstanding application
of theory in practice.
Evidence of reading an
extensive range of educational
literature/research and
where applicable workplace
strategies, policies and procedures.
Accurate referencing and
bibliography correctly using appropriate referencing style
Excellent presentation,
logically structured, using correct grammar and
spelling, excellent cross-
referencing and links to
supporting evidence
Excellent
Strong analytical skills and
reflective practice used, demonstrating personal
learning and growth, insight
into required professional
values, principles and 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
Very Good Quality
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.
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
Good (Acceptable)
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.
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/ Satisfactory
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.
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
Weak /Poor (all learning outcomes not
adequately met)
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
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 (BUSS 10004) CW 2 marking Rubrics Summer2020
Evaluation Area
Does Not Meet Expectations(1-2)
Developing (3-5)
Meet Expectations (6-8)
Proficient (9-10)
Mark Awarded
Executive Summary with a Value Proposition( 10 Marks)
The summary has a satisfactory description. The rationale has been discussed well. The discussion on
The key activity of the project is very well described Methodological aspects have
The summary describes what the project is all about in clear terms. It justifies the
The summary describes what the project is all about in clear terms. It justifies the work in a very convincing
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MEC_AMO_TEM_034_01 Page 8 of 11
methodological aspects has followed the format well. Key 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.
been described quite well. Key results have been discussed precisely and systematically. Student has designed objectives drawing on a number of SMART principles but no intended result on what to achieve, theres a Value Proposition without explanation.
work in a very convincing manner. The methodological aspects are impressively identified and described. Most but not all SMART principles are used. The intended result are provided. Create a reasonable value proposition.
manner. The methodological aspects are impressively identified and described. Finally, key results have been presented in a very meaningful and systematic way. All SMART principles are adopted. Solid explanation on the intended result on what will the plan will achieve. Unique value proposition with their explanation.
Evaluation Areas
Does Not Meet Expectations(1-2)
Developing (3-5)
Meet Expectations (6-8)
Proficient (9-10)
Marketing Communications (10 marks)
Attempt but the question is very less and no justifications at all and no journals article.
Attempt the question with one strategy, justification are provided and so as journal article.
Attempt the question with two strategy and able to give justifications and provide examples as well. Journal Article provided as well.
Attempt with minimum three communications strategy and explain clearly with examples and also justifications. Journal article are provided.
Evaluation Areas
Does Not Meet Expectations(1-2)
Developing (3-5)
Meet Expectations (6-8)
Proficient (9-10)
Pricing Strategy ( 10 Marks)
Attempt the question very less and pricing strategy being provided but no
The pricing strategy bring provided but lack of justification and on how the
Depth answer and explanation on the chosen pricing
Depth answer and explanation on the chosen
Marketing Principles and Practice- BUSS-10004 -Summer-2020-CW 2-QP
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clear explanation and justifications. No journal citations at all.
pricing strategy being determined and no journal citations at all.
strategy and also includes the price structure but no explanation on why/how the pricing strategy bring determine. Journal citations being provided.
pricing strategy and also includes the price structure and why/how the pricing strategy bring determine. Journal citations being provided.
Evaluation Areas
Does Not Meet Expectations(1-2)
Developing (3-5)
Meet Expectations (6-8)
Proficient (9-10)
Detailed Action Plan (10 Marks)
The explanation are not clear and the time and result are not related to the subject matter.
Provided the marketing activities clearly without the time and desired result to be achieve.
Provided the marketing activities clearly with the time and result to be achieve.
Provided the marketing activities clearly with the time and result to be achieve so as the budget.
Evaluation Areas
Does not Meet expectations (1-4)
Developing (5-8)
Meet Expectations (9-12)
Proficient (13-15)
Mark Awar ded
Competitive Advantage and Competitor analysis(15)
Question are not answer fully and does not meet the learning outcome. The explanation is not correct and failed to explain the concept with examples as well.
Competitive advantages analysis are provided so as the competitor but no journal citations and also no fully
Fully explain the Competitive Advantage and the competitor , but did not mention on how it can effect and how organization need to pay attention on it.
Fully explain the Competitive Advantages with different criteria from each one of them so as the competitor with good example and reason it can affect the organization.
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MEC_AMO_TEM_034_01 Page 10 of 11
mention the reason and not logic examples.
Journal Citations provided.
Journal Citations are provides.
Evaluation Areas
Does not Meet expectations (1-4)
Developing (5-8)
Meet Expectations (9-12)
Proficient (13-15)
Corporate Social Responsibility (15 marks)
Attempt the question with very less analysis and justifications. No journals articles and no strategy examples being mention.
Attempt the question with one real case examples, justification are provided and so as journal article.
Attempt the question with two real case examples and able to give justifications and provide examples as well. Journal Article provided as well.
Attempt with minimum three real CSR examples and explain clearly with examples and also justifications. Journal article are provided.
Evaluation Areas Does Not Meet Expectations(1-3)
Developing (4-6)
Meet Expectations (7-8)
Proficient (9-10)
Evaluation and recommendations (10 marks)
Having hard time to evaluates the plan and justifications and recommendation are not clear.
Able to evaluate the plan but lack of justifications so as the recommendation s.
Evaluates the plan clearly and give justifications able to give recommendations but did not mention the limitations.
Evaluates the plan clearly and give justification s. Give recommend ation on how to improve the
Marketing Principles and Practice- BUSS-10004 -Summer-2020-CW 2-QP
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plan and mention their limitations as well.
Evaluation Areas Does Not Meet
Expectations(0-0.5) Developing (1-2)
Meet Expectations (3-4)
Proficient (4.5-5)
Presentation of the report(5 Marks)
Not well format report and not organized as well.
Not well format report and not follow the instructions
Well Format report but some part not as per guidelines.
Well Format report and met the guidelines.
Evaluation Areas Does Not Meet Expectations(1-3)
Developing (4-6)
Meet Expectations (7-8)
Proficient (9-10)
Referencing(10 Marks)
No citations and references.
Both citations and references are not correctly written.
Well Format report, in text citations are well provided and the referencing are not correctly written.
Well Format report, in text citations are correctly written so as the referencing.
Evaluation Areas Does Not Meet Expectations(0)
Developing (1-2)
Meet Expectations (3-4)
Proficient (4.5-5)
MOOC(5 Marks) No attempt on the MOOC.
Attempt the MOOC but no explanation
Attempt the MOOC with justifications
Attempt and completed the MOOC with all full justification s.
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