Assignment
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 1 of 11
Instructions to Student
Answer all questions.
Deadline of submission: 13/01/2021 23:59
The marks received on the assignment will be scaled down to the actual weightage of the assignment which is <50> marks
Proposal Submision latest by 9/12/2020
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 27/01/2021
Module Learning Outcomes
The student achieves the following LOs by completing the assignment successfully
1. Identify the role of Marketing within the context of an organisation and the different
business orientations that a business can adopt.
2. Demonstrate knowledge of the foundations of Marketing and have an understanding of
the fundamental Marketing philosophy embedded in Ethics.
3. Demonstrate understanding and application of the marketing mix.
Assignment Objective
This assignment 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, 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 Principle and Practices
Level: 1 Max. Marks: 100
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 2 of 11
Assignment Tasks #1
Submit a work proposal for this assignment or before 9/12/2020 (23:59) which must include:
• Understanding of deliverables – a detail description of deliverables.
• General overview of proposed plan – initial understanding of solution to task2.
• Timeline for completion of the given tasks and two relevant journals as 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
The company which own by Kareem and Jamal, “New Era” which specialize in sports apparel have started
their marketing operation within one of the GCC countries(select one of the country within the GCC based
on your first assignment) 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 require, develop a strategy to connect and communicate Kareem 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.
(95 Marks)
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)
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 3 of 11
(Approximately 1,000 words)
MOOC
Max. Marks: 5
Additional requirement: Students are required to do and complete a MOOC certificate course and attach a screenshot of the MOOC certificate with the assignment at the time of submission on turnitin. This will be awarded 5 marks. Only MOOC certificate screenshots uploaded on turnitin moodle together with the assignment will be entertained with no exceptions. Otherwise, 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
This is the link where free MOOC courses are available, and students are free to use other free
online sources of their own for the MOOC certificate course: https://www.coursera.org/search?query=marketing&
https://alison.com/courses/introduction-to-marketing/content?event=login https://www.futurelearn.com/courses/consumer-behaviour-and-psychology
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.https://www.coursera.org/search?query=marketing&https://www.coursera.org/search?query=marketing+free+courseshttps://alison.com/courses/introduction-to-marketing/content?event=loginhttps://alison.com/courses/introduction-to-marketing/content?event=loginhttps://www.futurelearn.com/courses/consumer-behaviour-and-psychology
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 4 of 11
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) 5
Marketing Communications Plan 10
Pricing Strategy 10
Detailed Action Plan 15
Competitive Advantages + Competitor Analysis 15
Corporate Social Responsibility Plan 10
Product Position (BCG) 10
Format & References and In Text Citations & MOOC 5(Format) & 10 (Citations
and Referencing), 5
(MOOC)
Proposal 5
Assessment Evaluation Criteria
<The evaluation grid given below is only a guideline and it should be tweaked as per the assignment
and module needs>
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 5 of 11
Classification
And % Range <to be given
as per requirement> Reflection and critical
analysis. Knowledge and
Understanding/
Application of Theory Evidence of Reading Referencing and
Bibliography Presentation, Grammar
and Spelling
Outstanding
91-100
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
81–90
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
71-80
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)
61-70
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
51-60
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)
0-50
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
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 6 of 11
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
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
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 7 of 11
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
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.
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 8 of 11
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
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
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 9 of 11
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.
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.
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 10 of 11
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:
<Following content to be added for UG>
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.
<Following content to be added for PG>
It is the students’ responsibility to check all relevant timelines related to assessments.
Late submission penalty for PG modules shall be imposed 10% deduction of the marks obtained
for work submitted up to 1 week (5 working days) after the due date for submission and for work
submitted after this, but up to 2 weeks (10 working days) late, student will lose a further 10% of
the obtained mark (i.e. 20% overall). Work tendered for submission more than 2 weeks (10
working days) after the due date will not be accepted and an absence will be recorded for the
assessment concerned. This will count as a failed attempt and may result in failing the module
overall.
Students may contact their teachers for clarification on specific details of the submission time if
required.
Marketing Principles (BUSS 10004) – Fall – 2020 – CW2 –QP
MEC_AMO_TEM_035_02 Page 11 of 11
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.
