ASSIGNMENT

SEPTEMBER 2020 SEMESTER

SUBJECT CODE : MKM602

SUBJECT TITLE : MARKETING MANAGEMENT

LEVEL : MASTER

STUDENT’S NAME :

MATRIC NO. :

PROGRAMME : MBA

ACADEMIC FACILITATOR : MR. YE MAHN MYINT

LEARNING CENTRE : MYANMAR INSTITUTE OF EDUCATION

INSTRUCTIONS TO STUDENTS

1) This assignment consists of ONE (1) PARTS. Answer ALL questions.

2) Plagiarism in all forms is forbidden. Students who submit plagiarise assignment will be
penalised.

3) Your assignment will be examined based on the followings:

 a complete working solution
 ability of using methods available in the learning materials

4) This assignment carries 60% weightage toward final grade.

5) The submission date of this assignment is BEFORE or ON 25 SEPT 2020. Please

submit your assignment answer via myPLS (online submission)
THERE ARE TWO [2] PAGES OFQUESTION, EXCLUDING THIS PAGE.

DECLARATION BY STUDENT

I certify that this assignment is my own work and is in my own words. All sources have been acknowledged
and the content has not been previously submitted for assessment to Asia e University or elsewhere. I also

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confirm that I have kept a copy of this assignment. Signed:
_____________________________

INSTRUCTION: Answer ALL questions

PART A: 50%

You are required to prepare a marketing strategy for your brand of choice. Your strategy
should reflect the marketing mix – product, place, price and promotion. Your brand must
fulfilled this conditions:
i. Local brand – made in Malaysia
ii. Must be an existing brand or a brand that intends to be introduced in Malaysia.

Your report must consists the following:

i. Executive summary
ii. Brand overview – describe the current status of the brand with a brief historical
background. You may also define the brand’s current state on the Product Life
Cycle (PLC)
iii. Competition Overview – discuss the competition or potential competition you may
have
iv. Target market – who is being targeted for your brand?
v. Segmentation – Demographic, Behavior, Psychographic, Geographic
vi. SWOT analysis
vii. Product – description of your product. Also include packaging plans if any.
viii. Place – choice of retail strategy
ix. Price – penetrative or skimming strategy
x. Promotion – pull or push strategy. Choice of medium – digital or traditional
xi. Conclusions and Recommendations – suggestions for change in current practices
if any to make it more effective should be discussed.
xii. Appendix – any other information you may provide

Your answer should be in an essay format with 2000 – 2500 words (excluding
diagrams, tables, exhibits, references, etc.)

(50 marks)

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PART B: 50%

Question 1

How do organizations build customer satisfaction through quality, service and value?
Explain your answer by giving example of banking industry.
(25 marks)

Question 2

What is market segmentation? How does a firm identify market segments and select
target markets? Explain your answer by giving example of any mobile network operator.
(25 marks)
[TOTAL: 50 marks]

Grading – The main criteria in allocating marks comprise:

 Content: originality and application of marketing concepts learnt throughout the

course: 40%
 Assignment structure: clarity and good flow of ideas: 30%
 Presentation: style of writing; presentation of the assignment paper: 25%
 Referencing: using APA referencing style: 5%

(50 marks)

END OF QUESTION PAPERS

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