Marketing Principles and Practice
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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
Marketing Principles and Practice- BUSS-10004 -Summer-2020-CW 2-QP
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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
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.
Marketing Principles and Practice- BUSS-10004 -Summer-2020-CW 2-QP
MEC_AMO_TEM_034_01 Page 3 of 11
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.
Marketing Principles and Practice- BUSS-10004 -Summer-2020-CW 2-QP
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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
Marketing Principles and Practice- BUSS-10004 -Summer-2020-CW 2-QP
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.
