Bachelor of Business (Hons)

PRODUCT MANAGEMENT
(MKT207)
FEBRUARY 2024 SEMESTER

ASSIGNMENT 1 & ASSIGNMENT 2

ASSESSMENT 1: INDIVIDUAL ASSIGNMENT (30%)

Word Count: 2,500 – 3,000 words

Note: if any example from the prescribed book or any tutorial discussion questions is used
to do this assignment, ZERO marks will be given.

Rationale
Product Management is a complex activity, and companies face many challenges in
successfully executing the function. This assignment is designed to help develop your
understanding of the activities required to bring a product to success. This assignment
requires students to apply Product Management subject concepts in defining competition,
identifying competitors moves as well as assessing the attractiveness of a chosen industry.

TOPIC
Choose a product of a brand from the Healthcare Industry that embraces the rise of
environmental impact.

The product must have been in the Vietnam market for at least 6 months (to ensure viability
of information).

Critically assess the chosen product/product line and identify the following:
• Define the competition
• Competitor analysis
• Assess category attractiveness
• Product features, value and positioning

All discussions must be supported and justified with published facts, published journal
articles and references from creditable sources. The assignment must be written in a
report format.

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 MARKING SCHEME

Assessment Criteria for MKT 207 Individual Assignment

Note that allocation of marks includes published facts/data/academic references.

Any internet sources that are NOT published facts/data/academic references and published news such
as Wiki sources, MBA Skool, other organization slides/personal teaching materials i.e. MBATools,
Blogspot will have mark reduction. ALL REFERENCES MUST BE CITED.

Section Guide for Students %

Section 1: Introduce the selected product. Your discussion should clearly /5
Introduction state the chosen product and its Vietnam SIC code, the
objective of the analysis, introduction of the product, price in
precise and synthesized manner.

Section 2: A detailed analysis on the selected product. All discussions must

Product be justified with supporting references/facts. Mark reduction
Description and applies if inappropriate references are used to cite the
Analysis theory(ies). USE ONLY Lehmann & Winer (2005) Levels of
product model.

2.1 Levels of Products /20

(note: appropriate core value defined will lead to better discussion
and focus on the later part)

2.2 Type of Product Category /10

(e.g. shopping, convenient, specialty or unsought)

Section 3 This section requires you to define the competition. You answer
Define the should include the following:
Competition of the
Selected Product 3.1 Level of Competition: name all the identified products. /15
Must adhere to need-based model (refer to Lehmann & Winer
2005 model)

3.2 Discuss another TWO appropriate methods that you can use /10
to identify the competitors besides need-based model.
Apply the proposed methods to the selected product. (SIC Code
is not required here)

Section 4 Analyze the identified competitors. Your answer should include

Competitor the following and support with relevant justification.
Analysis
4.1 Compare and contrast your product with all competing /10
products.
If there is no competing product from competitors, then take the
competing products from the product category.
Compare meaningful elements such as benefits, put all in a matrix.

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 4.2 Assess the chosen product and all competing products from /20
the following marketing perspectives:
• Product marketing objectives
• Target segment(s)
• Product value positioning
• Technology strategy

Conclusion Summarize your findings of previous sections in a concise /5

manner.

List of References Turnitin Originality index should be less than 2% per sources. /5
& Originality Mark deduction applies on those that exceed 2% per reference
source.

References must be published/creditable references. Mark

reduction applies to unverified sources references such as Wiki
sources, MBA Skool, other organization slides/personal teaching
materials i.e. MBATools, Blogspot.

Citation All references must be cited in either APA OR Harvard

Referencing standards (refer
http://flash1r.apa.org/apastyle/basics/index.htm).

/100%

5/5
Excellent Good Average Poor Very poor
5 4 3 2 1

10/10
Excellent Good Average Poor Very poor
9-10 7-8 5-6 3-4 1-2

20/20
Excellent Good Average Poor Very poor
17-20 13-16 9-12 5-8 1-4

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ASSESSMENT 2: GROUP ASSIGNMENT (30%)

Word Count: 3,000-3,500 words

This is a group project. Each group should have 4 members or less. No individual
submission is allowed. Individual submission will be given ZERO marks.

Rationale
A well product marketing plan is crucial for a product to be successful. Therefore, the ability
to plan and execute the plan is crucial for product managers in managing product marketing.

This assignment gives you an opportunity to examine in-depth the role and actual
implementation of activities in product management. You are given an opportunity to
explore the depth of your group’s creativity in product management planning and
implementation.

TOPIC
Identify a product that exists in China markets that your group is planning to market in
Vietnam. Your team is required to plan for the product marketing in Vietnam. Your plan
should include the following:

1) Competition to be faced in Vietnam

2) Customer analysis: segmentation and target market
3) Market potential and predicted sales forecast
4) Develop the product strategy to be sold in Vietnam
5) Pricing, integrated marketing communication decisions and channel selection

All discussions must be supported and justified with published facts, published journal
articles, and references from the creditable sources. The group assignment must be
written in a report format.

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 Marking Scheme

Assessment Criteria for MKT 207 Group Assignment

Section Guide for Students %

Section 1: Introduction shall include brief discussion of the chosen product to be market in
Introduction Vietnam, the objective of your study, and report flow.

1.1 Your discussion should contain a table clearly stating the chosen product in /5
current reference country, price and pictures of the chosen product in Vietnam,
the price, target market, pictures and versions to be market.

Section 2 Clearly describe the selected product’s features using level of product.
Chosen Your answer should include the following:
product details
information 2.1 Levels of Product(s): Core, Actual and Augmented /10

Section 3: Provide a detailed analysis on the selected product and the competitors in
Competition to Vietnam.
be faced in
Vietnam All discussions must be justified with published facts/data/academic research
references.
Your answer should include the following:
/10
3.1 Levels of competition
(need-based model; name all the identified products at each level)

3.2 Do a brief but precise category attractiveness analysis in Vietnam to conclude /5

that that the chosen product category is attractive for your group to bring in the
product.

ONLY FOCUS ON ENVIRONMENTAL FACTORS.

3.3 Identify the target segment(s) in Vietnam. /5

Your discussion should clearly identify the profile of customer segment(s).
Eg. customer segment 1 profile, customer segment 2 profile.
All discussions must be justified.

Section 4 Analyze the market potential and predict sales forecast for your chosen product
Market to market in Vietnam. Justify your discussion.
potential and
predicted sales 4.1 Based on the findings in sections 1, 2, 3 and 4, discuss the market potential /10
forecast in Vietnam. Justify your answer with published data/academic references or
other creditable references.

4.2 Prepare a sales potential for the product, and a yearly sales forecast for the /5
next 3 years.

Section 5 Describe the product strategy in a short and precise manner. Justify your
discussion.

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Product • The product objective /5
strategy • Core strategy (positioning etc.) /5

Section 6 Discuss the implementation of the core product strategy.

Pricing, Place
and Promotion 6.1 Discuss the pricing strategies proposed for the chosen product: /10
strategies in • Pricing based strategy(ies)
Vietnam • Pricing tactics

6.2 Distribution strategies in Vietnam

• Channel strategy /10
• Type of channel to be employed
• Name all the channels to be used in Vietnam

6.3 Identify the integrated marketing communication mix /10

• Communication objectives
• Type of communication tools
• Type of media/medium
• Type of activities associated with each media and tool used (detail out
the proposed activities)

Conclusion A summary of the product strategy from previous sections’ analyses. /5

List of Turnitin Originality index should be less than 2% per sources. Mark deduction /5
References & applies on those that exceed 2% per references source.
Originality
References must be published/creditable references. Mark reduction applies to
unverified sources references such as Wiki sources, MBA Skool, other
organization slides/personal teaching materials i.e. MBATools, Blogspot.

Citation All references must be cited in APA Referencing standards (refer

http://flash1r.apa.org/apastyle/basics/index.htm).

Total
/100%

5/5
Excellent Good Average Poor Very poor
5 4 3 2 1

10/10
Excellent Good Average Poor Very poor
9-10 7-8 5-6 3-4 1-2

20/20
Excellent Good Average Poor Very poor
17-20 13-16 9-12 5-8 1-4

7
 Assignment No.: __

Assignment Cover Sheet

Student Information (For group assignment, please state names of
Grade/Marks
all members)
Name ID

Office
Module/Subject Information
Acknowledgement
Module/Subject Code

Module/Subject Name
Lecturer/Tutor/Facilitator

Due Date
Assignment Title/Topic

Intake (where applicable)

Word Count Date/Time

Declaration

. I/We have read and understood the Programme Handbook that explains on plagiarism, and I/we testify
that, unless otherwise acknowledged, the work submitted herein is entirely my/our own.
. I/We declare that no part of this assignment has been written for me/us by any other person(s) except
where such collaboration has been authorized by the lecturer concerned.
. I/We authorize the University to test any work submitted by me/us, using text comparison software, for
instances of plagiarism. I/We understand this will involve the University or its contractors copying my/our
work and storing it on a database to be used in future to test work submitted by others.

Note:1) The attachment of this statement on any electronically submitted assignments will be deemed to
have the same authority as a signed statement.
2) The Group Leader signs the declaration on behalf of all members.

Signature: Date:

Email:

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 Feedback/Comments*
Main Strengths

Main Weaknesses

Suggestions for improvement

Student acknowledge feedback/comments

Grader’s signature Student’s signature:

Date: Date:
Note:
1)A soft and hard copy of the assignment shall be submitted.
2)The signed copy of the assignment cover sheet shall be retained by the marker.
3)If the Turnitin report is required, students have to submit it with the assignment. However, departments may allow
students up to THREE (3) working days after submission of the assignment to submit the Turnitin report. The
assignment shall only be marked upon the submission of the Turnitin report.
*Use additional sheets if required.

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ACADEMIC INTEGRITY

Honesty and Responsibility

Academic integrity is an important tenet for HELP University (the “University”). In pursuit
of the highest standards of academic integrity, the University holds its students to the highest
ethical standards defined by the Rules and Regulations section of the Academic Handbook.
All students studying a HELP University programme are subjected to and are bound by the
Student Academic Misconduct Rule to assure academic honesty. Students are required to
sign a pledge on the assignment cover sheet before submitting your assignments.

What is Plagiarism?
Plagiarism is academic dishonesty or academic theft, and it is a serious academic offence.
Plagiarism includes, but is not limited to, the followings:
1. quote, paraphrase or summarise someone else’s ideas, theories or data, in whole or
in part, without appropriate acknowledgement;
2. borrow ideas, opinion or words, in whole or in part, from other sources without
properly crediting the author(s);
3. use any facts, statistics, diagrams or graphs, in whole or in part, without
acknowledging the source clearly;
4. claim or imply original authorship of someone else’s ideas, theories or data, in whole
or in part, as your own;
5. employ or allow someone to help to revise, amend or write your work and pass off
as your own original work;
6. collaborate with or allow other students to copy your work; and
7. draw on sources more than what you have acknowledged by citations.

While a student is not discouraged to discuss an assignment with his/her friends or

classmates, the work he/she submits must be done by the student alone. If a student shares
his/her assignment with other students and they plagiarise it, the student is as guilty as those
students who plagiarised his/her assignment. All parties to plagiarism are considered equally
guilty. Under no circumstances should a student be involved in collusion with other students
unless he/she is permitted to work on an assignment jointly by the lecturer/tutor. If a student
is unsure what constitutes plagiarism, he/she is obliged to consult the lecturer/tutor on the
matter before submission of his/her assignment.

When and How to Reference?

Knowing when and how to cite is a student’s responsibility. If he/she is in doubt or need
more help on this matter, the student may consult the lecturer/tutor. The following list
comprises some of the sources a student will need to reference. The list is by no means
exhaustive, but simply consists of the most common sources used by students to complete
their work.

1. Books
2. Chapters in books

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 3. Journal articles
4. Conference papers
5. Newspaper articles
6. Magazines
7. Websites
8. Study guide

Students are advised to cite in the following cases [1]:

1. When he/she quotes two or more words verbatim, or even one word if it is used in a
way that is unique to the source;
2. When he/she introduce facts that he/she have found in a source;
3. When he/she paraphrase or summarise ideas, interpretations, or conclusions that
he/she find in a source;
4. When he/she introduce information that is not common knowledge or that may be
considered common knowledge in your field, but the reader may not know it;
5. When he/she borrow the plan or structure of a larger section of a source’s argument
(for example, using a theory from a source and analysing the same three case studies
that the source uses);
6. When he/she build on another’s method found either in a source or from
collaborative work in a lab;
7. When he/she build on another’s program in writing computer code or on a not-
commonly-known algorithm; and/or
8. When he/she collaborate with others in producing knowledge.

In general, a referencing system requires two parts:

1. In-text citations
This is information about a source within the text of an assignment.
2. List of references
This is a list of all sources a student has used to research his/her assignment. It is
alphabetically arranged by author surname and appears immediately after the last
page of an assignment.

Different faculties or departments may have different requirement on how referencing for
an assignment should be done. The various formats used for in-text citations and list of
references are available in the following websites:
1. Harvard System
(http://www3.imperial.ac.uk/library/subjectsandsupport/referencemanagement/harv
ard))
2. Chicago Style (http://www.chicagomanualofstyle.org/index.html)
3. American Psychological Association or APA Style (http://www.apastyle.org)
4. Modern Language Association of America or MLA Style
(http://www.mla.org/style)

Once a student has selected a referencing style for his/her assignment, he/she must follow
the same style consistently throughout the assignment. We strongly suggest that the student
consults the lecturer/tutor about which method to use before submission of his/her
assignment.

1
http://www.yale.edu/bass/writing/sources/plagiarism/warning.html, accessed May 18, 2008.

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Penalties for Plagiarism

The Turnitin Similarity Index for all programmes offered should be not more than 15%.

Penalties for plagiarism ranges from mark reduction for the assignment to expulsion from
the University. If plagiarism has been found to have occurred, the action(s) taken will be
determined by the forms of plagiarism implicated:

1. Complete plagiarism
Verbatim copying another person’s work without acknowledgement
- To be referred to a panel2 for further investigation. If the student is found to
be guilty, a grade “FL” is to be awarded for the subject.

2. Substantial plagiarism (Turnitin Similarity Index ≥ 30%)

Near-verbatim copying another person’s work by simply altering the order of the
sentences or the format of presentation or by changing a few words or phrases
without acknowledgement.
- Based on a report submitted by the lecturer in charge of the subject, a Zero
mark will be awarded for the said assessment.

3. Minimal plagiarism (Turnitin Similarity Index ≥ 15%)

Paraphrasing by changing and/or eliminating some words without proper
acknowledgement.
- Based on a report submitted by the lecturer in charge, a deduction of up to
50% of marks the student is entitled to receive for the said assessment.

Pleading ignorance or unintentional plagiarism does not constitute valid reasons for
plagiarism and will not avoid the penalties from being imposed. Excuses for acts of
plagiarism such as the following, but not limited to, will not be entertained:
1. I don’t have time to do the assignment
2. I have too many assignments due on the same day
3. I don’t know, I really didn’t do it
4. I am not aware
5. I don’t understand what plagiarism means
6. I have no intention to plagiarize
7. I forgot to cite the reference
8. I forgot to include the bibliography
9. My English is not good
10. My lecturer/tutor did not explain to me
11. In my country, it is alright to copy someone else’s work
12. My friend copied my assignment when I let him/her to look at my assignment
13. My friend copied my assignment when I allow him/her to use my laptop
14. I did my assignment in the computer lab, someone must have copied my work
15. I asked my friend to submit my assignment and he/she copied my work
16. I discussed my assignment with my friends, so our answers are the same/similar

2
The panel consists of the HoD as the Chair and 2 to 3 senior academic staff.

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 17. Even though I do not have in-text citation but I have bibliography/reference list

Students should be reminded that it is their responsibilities to take due care throughout their
written work to effectively reference or cite when they use others’ ideas from any source.

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