MKT 2106/MKT 2102 RETAIL MARKETING MANAGEMENT (AUGUST 2014)

PAIRED - ASSIGNMENT (20%)

INSTRUCTIONS TO STUDENTS
1. This assignment contains only ONE (1) question .
2. Your assignment should be between 2500 to 3000 words excluding references. The number of words should be shown at the end of
your assignment. Do not copy the assignment question and instructions to your answer.
3. Your assignment must be submitted on Week 6 , Sept 25 at 12 p.m (the venue : LR502) .Late submission will be penalised
accordingly. NO extensions will be given

without documentary evidence of inability to meet deadlines. A deduction of 10% of the marks awarded per day late applied if a piece of work is
submitted late.
4. Your assignment should be prepared ORIGINICALLY . You should not copy another persons assignment. You should also not plagiarise
another persons work as your own.
Anyone caught commiting the offense will be penalised accordingly.
5. Include the Ruberics (attached below) together with the assignment cover and the contents.
EVALUATION
This assignment accounts for 20% of the total marks for the course and shall be assessed based on the Rubrics attached .
.
ASSIGNMENT QUESTION
PURPOSE
This assignment is designed to enhance learners ability to understand and evaluate the elements in the marketing mix of a retail
organisation.
REQUIREMENT
Select a convenience store/personal store; explain the elements of marketing mix and discuss how these elements are practiced in the
selected retail institution. Recommend improvements that could be made by the organisation on its marketing mix.

RETAIL MARKETING-MKT 2106/2102 / APRIL 2014

Criteria

Description on
the selected
organisation

Descriptions of
general
marketing mix
elements

Identification
and discussion
of marketing
mix elements
in the selected
organization

Recommendati
ons on
improvements
of the
marketing mix
elements

Weig
ht

ASSIGNMENT RUBRICS

Max
Mark
s

Low

Fair

Above average

Excellent

No description given

Brief, incomplete
and unclear
descriptions of the
organisations name,
industry, ownership,
company history
and size were
presented

Incomplete and
unclear description of
the organisations
name, industry,
ownership, company
history and size were
presented

A detailed but
unclear description of
the organisations
name, industry,
ownership, company
history and size were
presented

A detailed and clear

description of the
organisations name,
industry, ownership,
company history
and size were
presented

15

No description given

Unclear descriptions
of the general
marketing mix
elements were
provided. No
relevant examples
were included.

Unclear descriptions of
the general marketing
mix elements were
provided. Insufficient
relevant examples
were included.

Clear descriptions of
the general
marketing mix
elements were
provided. Sufficient
and relevant
examples were
included

10

No identification and
discussion given

Unclear
identification of
marketing mix
elements in the
organisation were
given. No relevant
discussions were
provided.

Unclear identification
of marketing mix
elements in the
organisation were
given. Insufficient
relevant discussion
were provided

Clear descriptions of
the general
marketing mix
elements were
provided. Sufficient
but not relevant
examples were
included
Clear identification of
marketing mix
elements in the
organisation were
given. Sufficient but
not relevant
discussion were
provided

Clear identification of
marketing mix
elements in the
organisation were
given. Sufficient and
relevant discussion
were included

20

No
recommendations
provided

Unclear
recommendations on
improvements of the
marketing mix
elements were
given. No
justifications were
stated

Clear
recommendations on
improvements of the
marketing mix
elements were given.
No justifications were
stated

Clear
recommendations on
improvements of the
marketing mix
elements were given.
Clear and relevant
justifications for each
recommendation
were stated

20

Clear
recommendations on
improvements of the
marketing mix
elements were given.
Justifications were not
clearly stated

Summary

No summary given
References
Total points
Total points

Unclear summary
and not highlight the
elements of
marketing mix in the
organisation with
unclear description
of recommendations
for improvement

Clear summary but

has not highlight the
elements of marketing
mix in the
organisation and with
unclear description of
recommendations for
improvement

Clear summary that

highlight the
elements of
marketing mix in the
organisation but with
unclear description of
recommendations for
improvement

Clear summary that

highlight the
elements of
marketing mix in the
organisation. Clear
and concise
description of
recommendations for
improvement

10

5
80

80