marketing mix

IMKTC1 (BM065-3-2) Individual Assignment Page 1 of 5
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Level 2 Asia Pacific University of Technology and Innovation 052021
Test Specification Table
CLO1
Explain the marketing communication process and the role of integrated marketing communications (C2, PL01)
Final Exam
CLO2
Propose an effective and efficient marketing communication mix (A3, PLO9)
Individual Assignment
CLO3
Present a marketing communication plan to achieve clearly specified objectives (A2, PLO10)
Individual Assignment
Individual Assignment (60%):
Question No. Question Vs Taxonomy Affective Level Topic 1 2 3 4 5 6 PLO SQ SQ SQ SQ SQ SQ
1
Marketing communication mix
50%
9
2
Marketing communication plan
50%
10
Total
50%
50%
THE REQUIREMENTS
This is an individual assignment and the assignment represents 60% of the total marks for this module.
You are a Marketing Manager for an organisation in Malaysia. You have been assigned to devise an Integrated Marketing Communication (IMC) Plan with an allocated budget of RM2 million for a marketing communication campaign to promote a new product or service that the company is planning to launch towards the end of the year of 2021.
The organisation and product chosen must be from either ONE of the following industries:
1) Personal care and beauty
2) Information Technology (IT)
3) Fast moving consumer goods (FMCG)
4) Automobile
5) Services
Your IMC plan for the above product or service should include the following:
IMKTC1 (BM065-3-2) Individual Assignment Page 2 of 5
______________________________________________________________________________________
Level 2 Asia Pacific University of Technology and Innovation 052021
Content
Marks
a)
Introduction
The background of the company and the profile of the product that you are going to introduce to the market in Malaysia.
5 marks
b)
Situational Analysis
Analyse and evaluate the organisation’s internal and external environment. You are expected to perform an environmental analysis and competitive analysis by using market and company information (e.g. annual reports, sales, market share, etc).
10 marks
c)
Target Market & Positioning
Identify the most appropriate market segment (or target audience) in which to promote the product and describe the target market profile. Provide reasons for the selection. Justify the value proposition for your target market.
10 marks
d)
Marketing Objectives and IMC Objectives
Provide at least THREE (3) relevant objectives that meet the SMART criteria. Differentiate clearly the marketing objectives and IMC objectives.
5 marks
e)
IMC Mix
A minimum of four (4) IMC tools must be used with relevant justification.
50 marks
f)
Budgeting and Scheduling & Justification
A schedule involving the different types of IMC tools used should be presented in the plan with relevant justification.
5 marks
g)
Evaluation and Control & justification of the evaluation criteria and control strategies used
The evaluation and control activities used to measure and evaluate the effectiveness of the plan should be presented.
5 marks
h)
Referencing and Citation
Usage of appropriate citation and reference according to Harvard Referencing Style.
10 marks
Total
100 marks
IMKTC1 (BM065-3-2) Individual Assignment Page 3 of 5
______________________________________________________________________________________
Level 2 Asia Pacific University of Technology and Innovation 052021
DOCUMENTATION STRUCTURE
The assignment must adhere to the academic documentation standards:
 The report should not be more than 2,500 words (excluding appendices, references & etc.).
 Usage of appropriate citation and reference according to the Harvard Referencing Style in order to avoid plagiarism.
 Font type; Times New Roman. Font size; 12 pts.
 Vertical / line spacing; 1.5-line spacing.
 Use your own words to convince your understanding of the topic discussed instead of “cutting and pasting”. The total word count should be 80% derived from your own ideas in elaborating the detailed discussion.
 Referring to www.wikipedia.com or similar sites as a source is not permitted.
 Diagrams, figures, tables etc. may be included without word penalty.
 A sliding scale of penalties for excess length will be imposed according to the amount by which the limit has been exceeded.
For limit excess:
11 – 20% 10% reduction in the mark
21 – 30% 25% reduction in the mark
31% + the work will be capped at a pass i.e. 50%
Point to note: maximum penalty for exceeding the word limit will be a reduction to a passing grade.
Cover Page
The assignment cover page should contain information as stated below in order:
 A.P.U Logo
 Module Name and Code
 Assignment Title
 Assignment Descriptions (Individual Assignment)
 Intake Number
 Hand out and Hand in dates
 Lecturer’s Name
 Word Count
Table of Contents
The table of contents should follow the title page. It must list the Roman numeral sections and the page on which each section starts. The table of contents may be more than one page long. The table of contents page(s) does not have to be numbered.
IMKTC1 (BM065-3-2) Individual Assignment Page 4 of 5
______________________________________________________________________________________
Level 2 Asia Pacific University of Technology and Innovation 052021
Body of the written entry
The body of the written entry begins with an Introduction and continues in the sequence outlined above. The first page of the body is numbered 1 and all following pages are numbered in sequence. The numbered pages continue through references.
References
All the references used in the assignment should be given on this page and must be in Harvard Referencing style.
Appendix
Appendices are optional. Include in the appendix any exhibit appropriate to the written entry but not important enough to include in the body; these might include sample questionnaires used, newspaper articles, general background data, etc.
PERFORMANCE CRITERIA
The criteria below detail the areas, which will be taken into account when the assignment is marked. Each piece of assessed work will be awarded a percentage between 0 and 100%. The grades awarded will be marked according to the following criteria:
75% + This is equivalent to a Distinction and would represent outstanding performance. The work should show a thorough understanding of the issue together with a high degree of analysis and critical evaluation.
65 – 74% This is equivalent to a Credit. This would represent extremely good work
demonstrating an in depth understanding of material and sound analysis and conclusion.
50 – 64% This is equivalent to a Pass. Work in this category should demonstrate good application of the main principles to the question set and provide a well-balanced view.
0 – 49% This represents a failure to pass demonstrating a poor command of the knowledge of subject area combined with an inability to interpret the question.
OTHER REQUIREMENTS
 You are required to use at least 10 academic journals as references. Additional references such as textbooks, magazines and online references are encouraged in order to support the student’s writing and provide quality in their answer.
 Plagiarism is NOT acceptable. Representation of another person’s work or ideas
IMKTC1 (BM065-3-2) Individual Assignment Page 5 of 5
______________________________________________________________________________________
Level 2 Asia Pacific University of Technology and Innovation 052021
(whether from an academic or any other published or online sources) as your own, without acknowledgement of the source, for the purpose of satisfying formal assessment requirement is considered plagiarism. The possible consequences of plagiarism include:
 Reduced grade for the module
 Referral for this module
 Failure of this module
 Expulsions from the Institution
 You can avoid plagiarism by using the Harvard referencing style. You may not copy another student’s work in any way
 All submissions must be made before the stipulate time. If the work is submitted after this time, it will be given 0 (zero).