ASSIGNMENT

_______________________________________________________________________________
BMMK5103
MARKETING MANAGEMENT
SEPTEMBER SEMESTER 2019

SPECIFIC INSTRUCTION

1. Answer in English or Bahasa Malaysia.

2. Number of words: 3000 – 5000 words excluding references.

3. Submit your assignment ONCE only in a SINGLE file.

4. Submit your assignment ONLINE.

5. Submission date: 4th November 2019 until 18th November 2019.

6. This assignment accounts for 50% of the total marks for the course.

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 ASSIGNMENT QUESTION

OBJECTIVE:

The objective of this assignment is to develop student’s skill in preparing a marketing plan for an
organisation.

REQUIREMENT:
1. Prepare a Marketing Plan for Open University Malaysia (OUM).
2. Analyse the external environment and prepare market summary, SWOT analysis, and
competitive analysis
3. Prepare marketing strategy for OUM, set two marketing objectives and two financial
objective, two strategies for each of the components in marketing mix.
4. Forecast the marketing budgets and sales, and explain how to implement the strategies.

Please follow the guideline as below:

2.0 Situation analysis

3.0 Marketing Strategy

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4.0 Financials
4.1 Budget Forecast
4.2 Sales Forecast

5.0 Implementation
Prepare a milestones table to identify the key marketing programmes, date, budget,
person in charge

[Total: 60 Marks]

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 ASSIGNMENT RUBRICS
BMMK5103 MARKETING MANAGEMENT/SEPT2019

Unsatisfactory Max
Criteria Weight Or Marks
Excellent Good Fair Poor No response
4 3 2 1 0
Executive 3 Executive summary had Executive summary had Executive summary had Executive summary had Executive 12
summary summary briefly all the summary briefly all the summary briefly some of summary briefly and summary not
chapters and very clear. chapters and clear. the chapters and clear, but very clear, but some related to content
too long. important chapters not in the chapters.
been included.
Situation 4  All the factors in  All the factors in SWOT  Some of the factors in  Some of the factors in  Absent 16
Analysis SWOT are correct and are correct but not well SWOT are incorrect SWOT are incorrect
well identified and in explaining. Some is and not well in and not well in
explained. Statistical not support with statistic explaining. More than explaining. All not
figure provided. figure. half is not support with support with statistic
 Market summary had  Market summary had statistic figure. figure.
been identified very been identified  Market summary had  Market summary had
accurately and very accurately and basic been identified and been identified and
well finding that finding that matches with average finding that not a well finding.
matches well with current phenomenon matches good with  Basic information of
current phenomenon.  Competitors’ analysis is current phenomenon competitors is
 Competitors’ analysis is comprehensive and  Basic information of provided and weak.
comprehensive and explains in good. competitors provided  Product offering is
very well.  Product offering is well and not well explains. poorly explained.
 Product offering is very explained.  Product offering is
well explained. moderate explained.

4
Marketing 5  All objectives are in  All objectives are  One to two objectives  All objectives are not  No objective. 20
strategy quantitative, in quantitative and are in quantitative and in quantitative,  Market segmentation
measureable, and measureable but is measureable. measureable, and not has been defined
achievable. not achievable.  Market segmentation achievable. accurately.
 Market segmentation has  Market has been defined in  Market segmentation  Target markets have
been defined very well segmentation has very simple way, a lot has been defined but been identified in
and target market is been defined but of information missing. not reflects the reality. wrong way and
measureable and very some information  Target market is not  Target market is not positioning been
potential. not available and attractive and not clear. matched with the identify wrongly.
 Target market and target market is Positioning is defined objectives. Positioning  No strategy has been
positioning is defined measureable but but not very well. is defined but poor. identified, or not
well matched with the more information  New strategies have  New strategies have matched with the
objectives. Original idea needed. been identified and been identified and positioning and target
and creative in identify  Target market and matched with the matched with the market.
potential market. positioning is positioning and target positioning and target  Ideas not creative and
 New strategies have defined well and market, but still can market, but too simple. can’t be adopted, and
been identified and very matched with the improve.  Ideas are less creative not original.
well matched with the objectives. But  Ideas are less creative and can’t be adopted,
positioning and target idea and creativity and can be adopted, but and not original.
market. is lacking. less original.
 Ideas are creative,  New strategies
original, and can be have been
adopted. identified and
matched with the
positioning and
target market.
 Ideas are creative
and can be
adopted, and
original. But one
of idea may not
attractive.
Budget and  Budgets are well  Budgets are less  Budgets are not well  Budgets are not  No budget has been 12
implementation matched with all the well matched with matched with all the matched with all the prepared.
marketing mix strategies. all the marketing marketing mix marketing mix  Date not stated.
3  Date to implement the mix strategies. strategies. strategies.  Budget is not listed.
activities is well matched  Date to implement  Date to implement the  Date to implement the
with the organisation the activities is less activities is not matched activities is not
events. well matched with with the organisation matched with the

5
  Budget is accurate and the organisation events. organisation events.
reasonable. events.  Budget is not accurate  Budget is not accurate
 Budget is less and reasonable. and reasonable.
accurate and
reasonable.
Total 15 60